Please login to the form below

Not currently logged in
Email:
Password:

Excellence in Ongoing Brand or Portfolio Management

Sponsored by

Finalist

Remicade in IBD

MSD


Summary of work

Remicade (infliximab) is a biologic used in the treatment of Crohn’s disease (CD) and ulcerative colitis (UC). Remicade is given as an intravenous infusion while our only competitor (Humira) is given as a subcutaneous injection.

From 2009 we have focused on both establishing Remicade in the treatment pathway for CD and differentiating Remicade from the competition.

Our objectives have been on growth, market share and campaign implementation.

Three core initiatives have been consistently evolved throughout 2009–2011 to enable MSD to achieve our objectives. These are:

  • Market access propositions
    - Identification of service issues and solutions, "lean" solutions to capacity issuesand commercial proposition
  • Medical education
    - Best practice, clinical and non-clinical developments
  • Promotional campaign
    - Focusing on establishing treatment pathways and improving patient outcomes

Our learnings include the importance of customer insight in the development and evolution of these core initiatives. The patient should be at the centre of the core campaign with the focus on improving patient outcomes and experience. This should be consistent in our market access and medical propositions and also our sales promotional campaign.

Incorporating the sales team in the development of the campaigns has ensured "buy-in" and has resulted in effective implementation of the campaign.

 

 

Executive summary as submitted


Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Videum Health

Videum Health is a premium video platform that offers brands innovative engagement strategies to reach targeted healthcare audiences on a...

Latest intelligence

patients
Retaining reader value in plain language summaries of clinical studies
Balancing the risk of misinterpretation with the public’s ability to understand simplified plain-language summaries...
Can we talk about the ego-bias and chemicals influencing your target audience’s behaviour?
Over the Summer, the Page & Page team became fascinated by two books on this very subject. Two books from one author, Dean Burnett, an eminent neuroscientist, lecturing at Cardiff...
Paris
Making Europe a leader in bioscience: boosting trust and opening minds
A vision of Paris as Europe's leading hub for life sciences innovation...

Infographics