Please login to the form below

Not currently logged in

Excellence in Managing Established Products

Sponsored by

Back to Results


GIOTRIF®: The “Blue Lady” Campaign

by Boehringer Ingelheim
with support from Havas Life Medicom

Summary of work

In a crowded oncology market, with an ever-changing NHS, it was important for GIOTRIF (an established monotherapy in non-small cell lung cancer), to reposition itself to ensure it maintained a competitive presence.
Evolving ‘with’ the market, understanding patient and customer needs was integral to reassessing the brand’s position. Identifying specific patient subsets where GIOTRIF still held a clinical advantage would be key to defining a new brand strategy and ultimate success moving forward.
Taking a highly focussed approach would mean targeting the ‘right’ patients whilst continuing to build on the existing positive HCP and patient experiences.
A tactical campaign with a personalised and humanistic approach was created. Asset content would comprise a combination of updated, clear, and robust targeted messaging, clever use of existing and new data, and illustrative patient case studies. Together with a new, modern brand visual these would form part of a tactical plan, which would bolster the brand and ultimately result in achieving a larger than predicted market share.

Judges' comments

The “Blue Lady” campaign had a good strategy, with a very responsible approach. It targeted patient groups who would truly benefit from this project. Whilst still early days, the campaign is targeted and focused and approached the need for differentiation in an evolving market.


Brands for Life - by Boehringer Ingelheim
with support from CTL Communications


GIOTRIF®: The “Blue Lady” Campaign - by Boehringer Ingelheim
with support from Havas Life Medicom

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022