Please login to the form below

Not currently logged in

Excellence in Managing Established Products

Sponsored by

Back to Results

Highly Commended

Octasa Sales and Marketing Campaign

by Tillotts Pharma UK

Summary of work

  • Octasa is an oral medicine for ulcerative colitis (UC), a chronic relapsing and remitting inflammatory bowel disease
  • Mesalazine is the standard treatment for UC, there are six different brands available in this small specialist market
  • There was strong resistance to medication change in the mesalazine market with an unfounded belief that changing brand of mesalazine could cause a patient’s disease to flare
  • The 2013 Cochrane Reviews of mesalazine challenged the opinion that mesalazine brands were not interchangeable
  • Tillotts campaign is based on the Cochrane reviews, offering substantial savings to the NHS if Octasa is adopted, displacing the established market leader
  • Treatment of patients with UC is led by HCPs in secondary care, winning the hearts and minds of these HCPs is essential before initiating brand changing in primary care
  • The cost of maintenance treatment is borne by primary care, so the stakeholder with most to gain by a change in brand of mesalazine is the CCG or Healthboard
  • Against this background of resistance to change, diverse interests and engrained prescribing habits, Tillotts Octasa, a new entry to the market in 2012, has taken market leadership displacing the incumbent and provided more than £30 million in savings to the NHS.

Judges' comments

Tillotts Pharma UK’s entry stood out in terms of savings and market share and had a good, thorough patient focus. It showed indirect health outcomes and was very strong in terms of the NHS focus. It was made for online, but could also be facilitated off-line and offered a clear view of the costs and on how decisions were made.


‘No Compromise For Her’ Creative Educational Campaign - by UCB Pharma S.A. with support from Carling Communications London

Highly commended

Octasa Sales and Marketing Campaign - by Tillotts Pharma UK


You Go Beyond - by Align Technology with support from Page & Page We all go beyond

The SPIRIVA® RESPIMAT® Success Story - by Boehringer Ingelheim with support from Aptus Health International

Striving for Better Patient Outcomes in Psoriasis with Cosentyx (secukinumab) - by Novartis UK with support from 90TEN

Key dates

Entry deadline 25 August 2023
Extended entry deadline 1 September 2023*
*additional fee applies
Judging Day 10 October 2023
Company/Team of the Year Interviews 3 November 2023
PMEA Event 22 November 2023