Brand Promotion
With only 6% of young people successfully transitioning from Child & Adolescent to Adult ADHD services, Fusion and Takeda created an omnichannel campaign centred on the patient. Combining practical educational resources, behavioural insight, personalised digital nurture and field engagement, the campaign equipped healthcare professionals to better support continuity of care while positioning Elvanse® (lisdexamfetamine dimesylate) within a clinically relevant context.
The campaign exceeded predefined KPIs, achieving 85% engagement, 79% email open rates and 43% click-through rates, contributing to +1.02% market share growth in 17- to 24-year-olds and +3% overall annual market share growth.
Judges’ comments
An absolutely outstanding entry, this shone through and grabbed the room on judging day. The submission was well-structured – communicating strategy, execution and outcomes clearly and concisely. Firmly focused on the judging criteria, the simplicity of the narrative made it straightforward to assess and strengthened the overall impact on the judging panel. This started with very tangible insights behind brilliant objectives that turned the usual expectation of brand promotion strategy on its head, flipping it to lead with education and bringing the brand in later. There was nice tactical implementation in journey structure; each sequence of tactics/channels led to a behavioural action. Judges noted the team’s use of sophisticated campaign targeting mechanisms, including use of behaviour-engagement tooling. In terms of impact, this campaign demonstrated both quantitative and qualitative outcomes with ease: linkage to Field Force, incredible email engagement rates and onwards sales/share uplift, with market gain.
The panel especially picked up on the team’s translation of genuine insight of a clear unmet need through to objective, and then through to “big idea” execution. It wasn’t just any old insight-to-objective – it was the authentic identification of a true pain point within the ADHD customer journey that was so impressive, along with recognition of the range of issues facing HCPs that are barriers to successful ADHD management. Judges loved the “person” approach that was integral to this campaign; the sequential, patient-focused journey, building of relevance and need, use of storytelling, and how customer response and learnings were built back into the campaign. The agency beautifully side-stepped the more “obvious” sell on raw clinical features to deliver a campaign that spoke to its audience on their level, with humanity and well-earned engagement. This was a well-rounded campaign that was expertly positioned with a presentation that was slick and accomplished, yet still natural and human. Agency team and client should be super proud of this – a clear Gold.
Cara Gould, Syneos Health Communications
The “Go Beyond” campaign transformed how healthcare professionals approached lipid-lowering treatment escalation, shifting the conversation from treatment inertia and product promotion to establishing triple oral therapy as the preferred oral escalation strategy before injectables.
Behavioural insights informed audience-specific narratives that were validated across specialties and delivered through a scalable modular omnichannel ecosystem.
The campaign exceeded behavioural objectives, achieving 53% definite willingness to escalate in a priority audience and increasing intention to use oral combination therapy by 8%. Adopted across seven European markets, it translated into measurable commercial impact, contributing to 58% growth in treated patients, 62% revenue growth and more than 609,000 patients lowering cardiovascular risk.
argenx’s VYVGART Hytrulo Prefilled Syringe programme exemplifies effective, data-driven brand promotion, launched across digital, search, EHR, point-of-care, and conference channels to reposition treatment perception among gMG and CIDP prescribers. A phased rollout – digital presence, deep clinical messaging, then broad multi-channel expansion – was continuously refined using predictive analytics tracking HCP engagement signals, allowing content and media selection to evolve in real time.
Search advertising drove clinical conversion rates of 30–57%, far above benchmark, while 27.5 million PFS-specific impressions eliminated wasted spend. The programme exceeded all KPIs, demonstrating how analytics-led iteration transforms a standalone product launch into measurable prescribing-behaviour change.
Following the launch of a treatment for transthyretin amyloidosis with cardiomyopathy (ATTR-CM), Alnylam faced a unique challenge: reaching cardiology healthcare professionals (HCPs) responsible for patient identification and referral, rather than treatment prescribing.
“ACT on ATTR-CM” was an omnichannel peer-to-peer programme that combined a flagship meeting, expert-led webinars and practical resources, all built around a single-minded message: Early Action Matters. By helping HCPs identify clinical red flags and navigate the referral pathway, it directly contributed to a ~20% increase in referral activity compared with the previous year – therefore helping more patients access targeted treatment.
A dual-product franchise launch required a creative platform capable of carrying two distinct clinical stories while maintaining a single emotional identity. LIVE LIGHTER was that platform. Built around the most human thing of all – a feeling – LIVE LIGHTER centres on the experience of exhalation and release.
Whether a patient chose Wegovy Pill or Wegovy HD, LIVE LIGHTER gave both a shared emotional home. LIVE LIGHTER functioned simultaneously as a consumer brand and as a clinical communication HCPs would trust – appearing across TV, digital, social, print, and in-office channels. That dual fluency was non-negotiable for a franchise with two distinct clinical profiles serving overlapping audiences. The strategic rationale was data-driven: brands with cultural magnetism experience 6× faster momentum; brands with emotional resonance see loyalty boosts of up to 95%; culturally relevant ads increase first-time purchase likelihood by 2.8×.
Wegovy Pill has been named the fastest drug launch in U.S. pharmaceutical history. Most importantly, pill didn’t cannablise the pen business. Crucially, 88% of patients began on the lowest starter dose – confirming that the oral formulation is reaching an entirely new population who had been waiting for a pill. Wegovy HD’s April 2026 launch built on this momentum, arriving into a franchise that had already established cultural and clinical leadership – with HCPs primed to match patients to the highest-magnitude option when clinically appropriate.
Together, these launches represent the most ambitious expansion of effective obesity treatment in history:
170K+ Patients on therapy within 3 weeks of launch
1M+ Patients prescribed in Q1 2026
