ELITE 2020 Launch Expert Kristie Whitehouse of Takeda

Kristie Whitehouse

Director Consumer Marketing – Neurodevelopment Franchise

Takeda

Pushing Pharma’s Limits

In 2017, Kristie Whitehouse was a leader in the launch of long-acting ADHD medication Mydayis in what was a tenaciously targeted, distinct, and vibrant example of non-pharma pharma.

Imparting a mesmerizing tone, hyper-stylized look, and forward-thinking strategy, the multichannel professional and consumer campaigns began by identifying the right target—the Millennial woman and caregivers of teens with ADHD. Kristie and her team just needed to figure out how to speak their language, then help the pros value it. Recognizing symptoms at home and with friends, as well as those at work and school, Kristie led her team to create strong, memorable messaging that conveyed that Mydayis was a new option for these patients.

The brand logged 35 million media impressions among HCPs and 968 million among consumers over a three-month period and already has won 18 awards. In fact, it was the most successful launch of an ADHD medication in the past seven years.

Currently, Kristie leads the entire Consumer Neurodevelopment franchise at Takeda, managing marketing strategies across multiple brands and indications. And she continues to take chances to push pharma’s limits as showcased through the niche-targeting, unconventional branding, and robust digital ecosystem in the Mydayis launch strategy.

In 2019, Kristie turned some of her focus to Vyvanse, supporting the brand as the #1 prescribed ADHD medication, and spearheading another unique campaign in the digital space through authentic patient storytelling, leading to great acceptance by patients and HCPs alike. In fact, team members say her performance fresh out of the gate was quite impressive, and thanks to this campaign, Kristie received 2020 Top 25 DTC Marketers of the Year recognition from DTC Perspectives.

Today, Kristie takes the same approach to the full portfolio, making the ADHD space more consumer friendly, thus empowering patients to take steps to manage their symptoms. And she has proven to have a unique ability to stay focused on her patients and her brand among a shifting category and a company that has also gone through significant change with the merger of Takeda and Shire. Through it all, she has cut through significant complexity and delivered.

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