Highly Commended
Entyvio® (vedolizumab) Subcutaneous: Launching in a Brave New Virtual World
with support from Aurora Healthcare Communications
Summary of work
When COVID-19 struck right when Takeda was due to launch a new subcutaneous formulation of Entyvio® (vedolizumab), its treatment for ulcerative colitis and Crohn’s disease, the company had to completely rethink its launch strategy and channels.
The planned mix of digital and traditional channels was fundamentally impacted by restrictions on face-to-face interactions during lockdown. This presented a challenge for Takeda who have a great track record in face-to-face interactions, with skilled and respected Key Account Managers, but less heritage in digital communications.
Takeda had never before taken such a co-ordinated multichannel approach to a launch. But by staying true to its determined focus on the needs of the customer and patients, Takeda devised innovative, tailored engagement journeys based on each audience’s preferences. These journeys were at the heart of the successful launch, confirming that the appropriate selection of channels, sequencing and use of engaging content can deliver outstanding results in the most challenging of situations.
Due to COVID-19, success of the launch would no longer be measured by sales, but by Takeda’s responsible handling and careful management of patient access and expectations. Despite the unprecedented challenges, this launch may form a blueprint for excellence when we return to better times.
Judges’ comments
Takeda and Aurora’s Entyvio campaign had objectives that were a joy to read, being very detailed and specific. It was a true multichannel campaign, with real insight and great, easy to follow outcomes. It was sophisticated and well thought through.
