Takeda UK in association with PAN Advertising
Pfizer in association with Sudler & Hennessey
Pfizer in association with Sudler London
Takeda UK in association with PAN Advertising
When Takeda UK regained UK marketing authorisation for Prostap in July 2009 it had a mountain to climb; Prostap was perceived as the “LHRHa with a small needle size” and, in a market dominated by Zoladex, was going nowhere fast.
The Integrated Brand Team reviewed the brand strategy and tactics to revitalise the brand. Real innovation in the marketing strategy, salesforce implementation and local account planning completely transformed the competitive situation in favour of Prostap. Takeda UK capitalised on historically strong relationships with key NHS customers, and rebuilt the brand and company reputation with specialists.
The results have been nothing short of spectacular. For a product that is 20 years old, Prostap volume growth was transformed with MAT growth at December 2010 of 28.4 per cent. Against a MAT volume market share decline of 0.7 per cent in 2008, in 2010 it increased by 3.8 per cent building on an encouraging second half of 2009. Prostap is now market leader in a number of sales territories. Cash sales targets were smashed: sales for 2010 reached £19.7m, a 22 per cent rise on the previous year, even with the tail impact of a price reduction factored in.
“This was a really good story, well told. It demonstrated recognition and strong management of a broad stakeholder network and is a good example of understanding business drivers across primary care, secondary care and commissioners. It was well implemented with a clear value proposition that results in a real shift in uptake. Excellent customer feedback, good SMART objectives and measurements that showed results exceeded expectations. It certainly revitalised the brand.”
Entry deadline | 27 August 2020 |
Extended entry deadline | 3 September 2020* *additional fee applies |
Judging Day | 1 October 2020 |
Company of the Year Interviews | 22 October 2020 |
PMEA Event | 25 November 2020 |