Lantus, the basal insulin brand from Aventis Pharma Ltd, belonging to sanofi-aventis, was awarded the marketing excellence award for existing product category by the Organisation of Pharmaceutical Producers of India (OPPI) at their 42nd annual general meeting (AGM). Aventis Pharma has won the maximum OPPI marketing excellence awards. With the award for Lantus, the company now has four such OPPI marketing excellence awards.

These awards are presented to encourage and reward marketing excellence in Pharmaceutical Brand Management. It is also intended to promote a culture of ethical and professional approach to marketing of pharmaceutical products. The marketing excellence award for existing product category is given to the brand that has been in the market for over 4 years, and has a turnover of over Rs 10 crore.

Lantus is the only once-daily basal insulin analogue with no pronounced peak that is proven to lower basal glucose levels for a full 24 hours. The brand was launched in India in 2003 and in the last five years has become the leading brand in the 'basal insulin' segment. By adopting a continuous process of market research and an integrated strategy of market development, the Lantus team at Aventis Pharma, India has been successful in making Lantus a remarkable brand in the industry.

"The Lantus marketing strategy was implemented very effectively because we first profiled each unique patient. We then shared this information with their doctors and ensured that we worked together with them to bring the patient's blood sugar level under control with Lantus. Thus, the brand's efficacy, coupled with brand promotion and value added patient relationship programs have contributed to the rapid growth of Lantus," said Susheel Umesh, senior director - Cardio-metabolism Business Unit, Aventis Pharma.

Earlier this year, Aventis Pharma launched Lantus SoloSTAR - a new pre-filled disposable insulin pen, for use with the 24-hour insulin. The company has also launched Apidra SoloSTAR this month. Apidra (insulin glulisine) is a rapid-acting insulin analog that reduces post-prandial glucose levels.