Finalist
Driving AUBAGIO to first-line positioning in relapsing-remitting multiple sclerosis
with support from Lucid Partners
Summary of work
New to the competitive multiple sclerosis market, but with a product with the potential to radically improve patient experience through oral convenience and good tolerability, Genzyme undertook a focused and intelligent approach to market entry. Recognising the value of stakeholder insights, Genzyme initially conducted a targeted launch to key prescribing units with a small team responsible for intrinsically understanding the market, stakeholders, environment, challenges and opportunities.
In the first 6 months post-launch, Genzyme was able to identify its key challenges: significantly underresourced field force to capture share of voice from competitors; poor perception of AUBAGIO’s efficacy; and lack of infrastructure in the healthcare system to support required homecare and monitoring services. Within 12 months of the initial launch, Genzyme had appropriately resourced its efforts, refocused its campaign on efficacy and patient-centric management and implemented solutions to support the healthcare system.
Genzyme’s successes can be attributed to its active listening, swiftness of response, and flexibility to act upon learnings from the initial launch and channel them into a targeted and insight-led campaign. The campaign continues to adapt based on Genzyme’s continual insight-gathering to inform impactful solutions.
Judges’ comments
The launch of AUBAGIO for MS was undertaken with a broad range of activities, strong on execution and reflecting what had previous been learnt from its initial targeted launch to key prescribing units. Genzyme reacted swiftly and corrected their course to ensure a successful launch.
