Takeda’s challenge to us:
To help them better understand healthcare professionals’ and patients’ experiences, in connection to Hereditary Angioedema (HAE), a rare disease that they sell treatments for. The insights must give them a competitive advantage, helping them to commercially benefit from what they learn.
“The insights Egg generated have immediately led to a patient’s life being changed for the better, and a change in how consultants speak to GPs”
How we helped
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Before meeting us, Takeda had completed multiple advisory boards, market research, and social listening over several years. They had a firm understanding around how GPs were referring patients to specialist for diagnosis. This was not an area they were expecting to inform their future strategy as they were confident in their assumptions
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The insights we uncover are confidential to our clients/ But, we uncovered something that challenged what was previously known about the diagnosis of HAE. We showed a disconnect between GPs and specialist care in this area.
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This insight gave Takeda the opportunity to work with GPs to address the issue we had uncovered. As a result of this new patients have started on Takeda treatment. Takeda have identified a new patient target group to include in their brand plan, in order to grow revenue for their treatment. This has positively impacted the lives of people suffering with HAE pre-diagnosis.
The value in detail
Empowered sales narrative
New topics to discuss have increased customer engagement
The sales team have had valuable discussions with customers, challenging the status quo
Agreement has been reached that diagnosis is an area in need of further exploration, and that new patients can be identified for treatment sooner
Improved service
It has been identified that not all GPs are successfully identifying candidates for diagnosis
Diagnosis rates could be improved if communication improves between GPs and specialists
Brand plan success
Brand plan now includes tactics and objectives covering a new target group
Further Advisory Boards to specifically look at this topic have been arranged
Education and materials being generated on this topic to encourage identification of new patients for Takeda’s products
Omnichannel efficiency
New content can now be considered for omni-channel campaigns
Connecting content to new topics at the forefront of understanding increases engagement from HCPs
This can be measured as part of the omnichannel marketing approach to assess impact