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Eylea's UK launch earns Bayer PMEA success

Receives the Cello Health Award for Launch Excellence
Bayer PMEA 2014

Bayer was recognised last night for the UK launch of its ophthalmology treatment Eylea, picking up an award at PMEA 2014 in London.

Bayer, with support from Langland and Liberation Communications, launched Eylea (aflibercept) in December 2012 for patients with neovascular (wet) age-related macular degeneration (AMD) and visual impairment due to macular oedema secondary to central retinal vein occlusion (CRVO).

Commenting on Bayer's win in the Cello Health Award for Launch Excellence category, the PMEA judges noted that Bayer had to establish itself within the field while working on the treatment, saying the company “was new to ophthalmology, but successfully tackled a very established competitor with a well-planned and superbly implemented campaign”.

The judges also took the lack of existing treatments into consideration and how Bayer's “market research, patient access, KOL advocacy, digital and traditional communication were coordinated effectively by a cross-functional team, resulting in 20% market share within just 12 months of launch”.

Bayer's insight-driven approach was also commended by the panel, which credited the hugely successful response to Eylea on overachieving all objectives post-launch and global adoption of the implementation strategy.

Other companies recognised in the category included Astellas, which was highly commended for its launch of overactive bladder treatment Betmiga, while Astellas and Shire were both finalists.

Run by PMLiVE publisher the PMGroup, the PMEA programme is specifically designed to recognise and commend excellence, best practice and innovation in local, European and international healthcare markets.

Article by
Kirstie Pickering

13th November 2014

From: Sales, Marketing

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