Synopsis
The challenge
Takeda knew from sales and primary research that there is a delay in prescribing biologics as a whole to Irritable Bowel Disease (IBD) patients – and, of course, within this sits their own unique product. There were essentially two hurdles to overcome: gastroenterologists (GEs) not only cautious about entire class but, in particular, Takeda's brand as it is one of the newest to market. Also, while Takeda knew this stalling behaviour to be prevalent, they didn't know why. Based on earlier primary research, doctors could rationally understand the benefits of the therapeutic class and even of Takeda's...