Excellence in Pharma Brand Management (New for 2019)

Summary of work

With an increasingly crowded market and an inaccurate customer perception of the brand versus the competition, ENTYVIO(vedolizumab) – a medicine used in adults with moderate to severe Ulcerative Colitis or Crohn's Disease – was in need of ‘brand healing’.

The UK team knew they needed a cut-through, ownable story to turn around performance and made the bold decision to focus on a unique clinical benefit as their key differentiator. This would require a significant shift in perception of the brand to challenge gastroenterologist-prescribing habits.

The subsequent brand strategy work led to a full endorsement by the customer facing team, an increased advocacy score of the brand among target customers, a strengthening of a more accurate perception of the brand versus two main competitors and a significant increase in sales.

The team learnt a great deal about the market, their customers and themselves as they progressed on this ‘brand healing’ journey, the insights and lessons from which they will remain true to as they continue to develop the brand potential through new and significant data. Ultimately, patient outcomes are the true win of this campaign as their bold decision has impacted several thousand UC and CD patients across the UK.

Judges' comments

ENTYVIO’s Brand Healing project was very honest and refreshing. It had ambitious KPIs and great outcomes. It had impressive research, objectives and evaluation and was very impressive throughout. It has classically constructed market insights, converted into brand actions that follow the imutable laws of marketing with a single minded goal.