Brand Marketing Excellence Award

Summary of work

In 2007, Pradaxa was the first anticoagulant launched for primary prevention of venous thromboembolism (pVTE) in patients undergoing elective total hip or knee replacement surgery.

In 2009 a changing competitive situation meant that Pradaxa’s presence on hospital formularies – a key driver of market share – plateaued.

During 2010, Boehringer Ingelheim readdressed the positioning of Pradaxa and re-energised its sales story, producing a marketing campaign, which brought about, over a period of just nine months, a significant turnaround.

Judges comments

“The changing competitive situation called for a new approach. They leveraged evidence to develop efficacy, safety and positioning. The approach facilitates patients leaving hospital and provides continuity of care and prescription. Effective and creative; the messaging produced a upturn in company share and an increase in sales.”