Winner
HIV franchise management in EMEA
Summary of work
HIV treatment has evolved in the last decade.
It is no longer just about keeping patients alive, but about long-term management of the patient. HIV drugs are efficacious and allow the patient to live longer. However, there are still challenges in some areas: managing co-morbidities, adherence or tolerability.
HIV is a very dynamic market.
New options are being launched into the market and generics are now becoming available. The new options are mainly fixed-dose combinations that provide a simpler dose regimen for the patient. The reliability and reputation of the providing company is also an important decision factor in choosing a drug. Given all these factors, sometimes it’s difficult to know which product is the best for each patient.
Janssen HIV in EMEA has a portfolio of three drugs with some overlapping indications. Janssen and H4B worked on the management of the overall portfolio, making sure that each product was clearly defined in terms of optimal treatment for each patient. It also allows communication with the customer from a franchise perspective, helping physicians to tailor their treatment and helping to achieve optimal treatment outcomes. The strategic imperatives have been developed in conjunction with the affiliates and aligned across the region, ensuring relevance, engagement and successful implementation.
Judges’ comments
This team had a strong idea of what they wanted to achieve in what is essentially a ‘cocktail’ marketplace. They executed an effective tactical plan in order to achieve their goals. The market analysis was insightful, and showed a solid understanding of the interplay between product and corporate brands. They implemented a strong portfolio development strategy and a clear co-positioning model supported by a campaign that refreshed and re-established Janssen’s leadership credentials.
