The Cello Health Award for Launch Excellence

Summary of work

Having established the company as a recognised and respected healthcare provider in the field of urology, with its market-leading antimuscarinic Vesicare, Astellas set out to address the ongoing unmet need for treatment-naïve and previously treated overactive bladder (OAB) patients through the launch of their new, first-in-class treatment, Betmiga (mirabegron) in March 2013.

The Astellas team agreed an objectives-driven strategic launch plan and, with the support of a restructured and refocused field force, Betmiga delivered 305% above plan within eight months of launch. The highly collaborative cross-functional team secured SMC acceptance within two months of launch and positive NICE technology appraisal within three months, the first such submission for Astellas. Most importantly, Betmiga is relieving OAB symptoms and improving quality of life for thousands of patients, increasing treatment adherence by 22% after eight months of treatment vs Vesicare.

“Betmiga is of immense clinical importance, and will revolutionise how clinicians view and manage overactive bladder,” a UK consultant gynaecologist recently stated.

Judges comments

Astellas built its campaign through a thorough understanding of both customer and patients approach to OAB. It was comprehensive, well planned and connected all activities very successfully. There is evidence of a strong coordinated approach which addressed issues quickly and effectively to secure desired positioning in a challenging market with a portfolio of two market leading products.