Post-Launch Excellence

Summary of work

Bayer’s EYLEA® (aflibercept solution for injection) launched in December 2012 for the treatment of neovascular (wet) age-related macular degeneration (known as wAMD). By the end of 2013 it had become the most successful UK pharmaceutical launch of the last decade.

In the post-launch period, marketing was aimed at driving growth in wAMD by moving the treatment paradigm from reactive ‘as-needed’ dosing (pro re nata, or PRN), to a proactive ‘treat and extend’ regimen. Bayer also aimed to improve the ophthalmology community’s understanding of the benefits to patients and HCPs of addressing significant challenges around service provision and clinic capacity.

In the same period, EYLEA was successfully launched for new indications in macular oedema secondary to central retinal vein occlusion (CRVO), and visual impairment due to diabetic macular oedema (DMO), establishing best-in-class treatment regimens within these indications. 

Judges' comments

Bayer’s EYLEA programme showed a clear evolution of strategy to the new indication, building on their hugely successful launch. They continued to grow and innovate with an excellent, comprehensive programme. A clear winner.