Highly Commended
Launch of INCIVO
Summary of work
2011 saw the eagerly awaited introduction of a new class of treatment – protease inhibitors – for patients with genotype 1 hepatitis C infection. Janssen launched protease inhibitor, INCIVO (telaprevir), in October 2011, creating an important milestone for both patients and healthcare professionals in terms of offering a step change in treatment outcomes and the potential for shorter treatment times for many patients.
Working closely with key stakeholders – including policymakers, HCPs and media – Janssen and its agency delivered an integrated campaign that not only met campaign objectives in successfully introducing INCIVO (telaprevir) but also consistently delivered above KPI targets.
Judges’ comments
Creative and innovative with strong stakeholder engagement, this was an impressive campaign with strong and broad coverage. The tailored activities worked well as part of a well-rounded and thorough campaign.
Testimonials and Judges’ comments
Senior Project manager: The agency has been integral to our launch plans, providing strategic counsel at our monthly team meetings, shaping our communications, Government Affairs and education activities, including helping us to scenario plan. At a very exciting time for Incivo, the launch both motivated and engaged our market access and sales force teams for product launch excellence, for the benefit of patients who have the potential to access a transformational new medicine for hepatitis C. We look forward to building on this foundation, working alongside the agency.
