LEO: Designed for Living
For nearly 20 years LEO pharma has played a dominant role in the topical psoriasis market with its Dovobet® and Daivobet® brands. By 2015 however, LEO was facing a huge strategic challenge. The organization had put in place a highly patient centric LCM program, but now had to find a way to make sense of an extensive new range of products for its customers. This diverse patient specific portfolio offered real advantages, but was potentially complex to understand for HCPs, patients and internal stakeholders alike.
Make Believe conducted deep insight work followed by creative collaboration workshops with a wide range of stakeholders. This enabled the development of a portfolio story co-created by representatives from the whole organization. The insight at the heart of the story was that patients faced different challenges living with their disease. ‘DESIGNED FOR LIVING with psoriasis’ offered a portfolio of solutions giving each patient the specific treatment, best suited to their needs. Following the launch of the new formulations, delivery systems and devices, LEO has positioned its highly patient centric portfolio firmly in the minds of HCPs and in the lives of patients. LEO can now claim growth of a mature molecule which is in the top 10 for a genericized medicine…ever!