The Cello Health Award for Launch Excellence

Summary of work

Entering the highly competitive multiple sclerosis (MS) market with an anticipated product, we were mature in our approach without relying on pre-existing expert advocacy. We recognised that simply raising awareness of LEMTRADA and increasing HCP confidence in its use would be insufficient in the absence of appropriate services, and were dedicated to optimising the environment in which LEMTRADA would be used.

Our strategy was to drive behaviour change among HCPs using an evidence-based approach that guides people through a considered process. We first set out to predispose HCPs to change through driving belief, following up with methods enabling them to adopt a change, before continually reinforcing the change to ensure it is maintained.

Our intelligent use of LEMTRADA brand advocates and clinical experience at Centres of Excellence (CoE) drives message dissemination through experience-sharing and peer-to-peer support, predisposing HCPs to consider LEMTRADA versus current therapies in highly active MS. We enabled use of LEMTRADA via dedicated Service Re-design and Infusion Support Managers (ISM) to guide units through effective service redesign to optimise the practical application of LEMTRADA.

Through this considered approach, we are effecting a real behaviour change and maximising patient numbers, which may ultimately lead to an improvement in outcomes. 

Judges' comments

Genzyme’s launch of LEMTRADA showed a good level of insight into the customer challenge and clearly shifted customer perception. They drove an impressive change of use, with sound centre mapping methodology and had extremely impressive patient testimonials.