Winner
Takeda Established Brands – The Deep Dive Team
by Takeda UK Ltd with support from Interaction Marketing & PR
Summary of work
Takeda UK has a portfolio of 13 established brands, representing around 43% of net sales.
Many of the brands are at different life-cycle stages, some are in a slow growth curve and others either static or in decline.
Takeda UK is rapidly expanding, trebling its work force in the past few years. The established brands unit is key in helping to support innovation and Takeda’s future growth.
To meet the ambitious growth plans the business unit decided to restructure bringing in multidisciplinary expertise within a core team – including a dedicated medic, marketing expert, commercial expertise, market access specialist as well as utilising the experience of former Takeda's RADs – used to identifying new ways of working in partnership to support customers and patients.
The core team decided to 'deep dive' into two established brands to see how they could bring about change and continued growth. The two brands selected to benefit from a multichannel approach were TachoSil ® (human fibrinogen/human thrombin) and Prostap® DCS (leuprorelin acetate).
Streamlined sales force, improved educational resources and relationship-building has resulted in massive growth that looks set to continue.
The new strategy means Takeda’s Established Brands are working smarter for patients, customers and the business.
Judges’ comments
The Deep Dive Team programme demonstrated good understanding of the challenge faced and showed strong evidence of a commercial turnaround. It had measurable objectives with a positive use of materials ensuring effective patient education. They took a holistic approach spanning marketing, sales and direct to consumer, ensuring a tangible impact.
