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Highly Commended

Takeda UK’s Launch of Takhzyro

by Takeda UK
with support from Hill+Knowlton Strategies

Summary of work

Hereditary angioedema (HAE) is a severe, unpredictable, psychologically impactful rare disease which can result in life-threatening swelling attacks of the face, abdomen, genitals and airways. Prior to launch, landscape research showed there was an incomplete understanding of the burden of HAE; an opportunity for progression towards a new standard of care (SoC) but concern from payers about potential costs.

With the launch of Takhzyro▼ in January 2020, the possibility of living free of the fear of HAE attacks could become a reality for patients. Our aim was to position Takhzyro as the number one choice for long-term prevention of HAE attacks and more broadly, move further towards zero attacks as SoC whilst optimising patients’ access to Takhzyro.

Against a backdrop of COVID-19 we exceeded all our goals – highlights include 52 HAE patients accessing treatment and six months into launch, sales are approximately 60% above expectations. Within this time, we partnered to launch an impactful disease awareness campaign with HAE UK, the leading patient organisation. Takhzyro’s launch gained coverage in all top trade outlets, (readership reach of 500,109). Furthermore, the budget impact model was presented to over 50% of priority accounts, demonstrating the cost-effectiveness of Takhzyro to key decision makers.

Judges' comments

The quality of the outcomes stood out for the launch of Takhzyro, with a good collection of evidence. It had excellent clarity on key issues and the strategy to overcome them, which resulted in strong evidence of customer engagement.


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TEPEZZA - by Horizon Therapeutics
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Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021