Takeda campaign scoops marketing award

Takeda scored a double achievement at this year’s Pharmaceutical Marketing Excellence Awards (PMEA) by winning the Marketing Campaign of the Year award and being highly commended in the Company of the Year category.

The panel of independent judges selected the company’s marketing campaign for Amias (candesartan cilexetil) as the winner in this fiercely contested category.

The campaign’s strategy was based on new insights into customer perceptions, a large-scale advocacy programme and a decision to support national, patient-centric NHS priorities. Commitment at every level within the company was secured through a combination of compelling Critical Success Factors and a variety of persuasive internal communications across all media.

The resulting ‘Can Do!’ campaign succeeded in driving sales to the extent that the product is the UK’s leading ARB in terms of both volume and value.

Jon Neal, Takeda’s Strategic Marketing Director, said: “We’re very proud of this award because it proves what can be achieved when a great team implements a strategy based on really listening to customers, and executes it with ingenuity and flair. It’s very rewarding when the results of their efforts are recognised in this way by our peers, and it inspires us to do even better in the future.”

Takeda’s Nikki Cory was also a finalist in the Young Marketing Professional of the Year category in recognition for her career success to date and for the contribution she made to the success of the campaign, which exceeded challenging 2008/9 sales targets in exceptionally complex and hostile market conditions.

In the field of joint working, Takeda was also a finalist in the Healthcare Collaboration of the Year category for the many innovative regional partnership projects it initiates, designs, funds and supports around the country. These initiatives are designed in conjunction with providers to take advantage of Takeda’s specialist expertise in its key therapy areas, helping to satisfy specific unmet local healthcare needs.

Although not the overall winner in the Company of the Year category (awarded at the judges’ discretion to the company that demonstrates the most outstanding marketing achievement across its entire product range), Takeda was invited on stage to be ‘highly commended’ by the judges – the only runner-up in any category to be singled out in this way.

Speaking about the commendation, the PMEA judges said: “They are entirely and genuinely customer-centred and started out with a clean sheet of  paper – working towards what they needed, not what they had. It was a brave stance… and produced an unqualified level of success.”