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The Sudler & Hennessey Brand Revitalisation Award

Winner

Great Expectations

Takeda UK in association with PAN Advertising


Summary of work

Winner: 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.

Judges comments

“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.” 

Finalists

Fragmin – the 21-year-old brand coming of age - Pfizer in association with Sudler & Hennessey

Xalacom – The revitalisation of a falling market leader - Pfizer in association with Sudler London