AstraZeneca Onglyza®

The Challenge

  • Gain market share to Onglyza® in the fiercely competitive non-insulin anti-diabetic drugs (NIADs) marketplace
  • Enable Onglyza® to displace sulphonylureas (SUs) for type 2 diabetes patients on monotherapy
  • Educate diabetologists in the management of patients and impact of treatment choices
  • Encourage diabeteologists to become advocates of Onglyza®
  • Deliver a multi-country communications campaign at above country level, avoiding approvals in different countries
AstraZeneca Onglyza®

The Solution

  • A 12-month multi-wave digital communications programme via MDLinx using email, display and site promotion
  • Promoted across 36 markets to 57,000 primary care physicians (PCPs) and endrocrinologists
  • Single point of access, approval and dissemination
  • A Campaign Impact Assessment was applied pre and post campaign to assess:
    • interactors' progression along the adoption path
    • interactors' increased Rx behaviour
    • the competitor brands from which Onglyza® would gain market share

We leveraged MDLinx to support us in achieving our brand goals: dissemination of data and speed of execution at above market level. The tracking of the program performance demonstrated the benefit and efficacy of the MDLinx campaign

Onglyza Manager, Global Portfolio & Product Strategy