Takeda Pharmaceuticals/Entyvio: Entyvio Launch Campaign

The visual significance of bathroom doors for ulcerative colitis (UC) and Crohn’s Disease (CD) sufferers helped ENTYVIO, the prescription drug brand, successfully launch in the US market.

Agency: Pathway

Product Description

ENTYVIO is a prescription biologic infusion drug, indicated for patients with moderate to severe ulcerative colitis (UC) and Crohn's Disease (CD).

Objective of the Campaign

Target Audience: Moderate to severe UC or CD patients whose treatments are failing, specifically 48% (Male) / 52% (Female) aged 25-54.  Challenge: At launch, ENTYVIO had to overcome a huge share of voice deficit competing against Humira and Remicade, who owned most of the market share. Objectives: To drive awareness and education for ENTYVIO amongst uncontrolled UC and CD patients as a...

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