The Work
Navigating the future of rare bleeding disorders
The Situation
The hemophilia market is changing quickly. Three times more manufacturers now than 5 years ago. A slew of new products either introduced or in development.
As a result, population-based decision makers (payers, C and D suites and hospital systems) are scrambling to evaluate the category. Because one course of treatment for one patient can come with a 7-figure price tag. They want to provide the best care but they also need to have money to care for everyone else.
How can Takeda maintain its prominent role in the industry and help patients get the medicines they need?
The Idea
With the most products, the most patients treated, and the longest tenure in the category, Takeda is uniquely equipped and positioned to navigate the future—all while keeping individual patients top of mind.
The Execution
Beautiful old maps with their exquisite details and handcrafting represented today’s hemophilia market. Hand drawn on each of those maps were generational portraits (because these are genetic conditions) that depicted why the right decisions are so important. Because the real bottom line are the patients and the lives they want to live.
