Takida Pharmaceuticals: Leading media presence in pharmaceutical product launches through a corporate communications strategy

From promotional campaign to crisis management

“Between 2012 and 2015, Saudi Arabia’s Interaction implemented a series of specialized media projects for Takeda Pharmaceuticals, one of the world’s leading Japanese companies in the field of pharmaceuticals and scientific research.

The collaboration came as part of a corporate communication plan aimed at enhancing Takeda’s presence in the Saudi and Gulf markets, through managing the media launch of its new pharmaceutical products, and building a professional and balanced brand image that aligns with the regulations governing pharmaceutical advertising in the Kingdom.

This collaboration, spanning multiple projects, has presented a distinguished model in medical public relations and responsible pharmaceutical communication, as Saudi Arabia's interaction has succeeded in transforming drug launches into impactful media stories that combine accurate scientific information with a balanced human approach.”

Saudi Arabia's role in implementation

Saudi Arabia’s Tafakool took over the communication and media aspect of Takeda’s projects in the Kingdom, through the implementation of specialized campaigns targeting media professionals and health experts.
The work included:
• Preparing and writing press releases for drug launches and company initiatives in both Arabic and English.
• Organizing media conferences and medical workshops such as the DAXAS launch event and the opening of Takeda's office in Jeddah.
• Coordinating television interviews and press dialogues with the company's official spokespeople and experts.
• Managing invitations and media coverage in cooperation with local and international channels and newspapers.
• Preparing media monitoring and analysis reports to measure the impact of campaigns and document media performance.

The team adopted an integrated communication approach that combines precise scientific language with simplified media presentation, to ensure that the message reaches both the specialized and general public, while fully adhering to professional standards and responsible disclosure.

Campaign objectives

• Managing the media launch of new pharmaceutical products within the permitted regulatory framework.
• Enhancing institutional awareness of Takeda’s role in supporting the health sector and pharmaceutical innovation.
• Building a strong and sustainable relationship with health media and medical entities in the Kingdom and the Gulf.
• To enhance Takeda’s media presence as a leader in ethical pharmaceutical communication.”

Creative value

The project was distinguished by its ability to transform the drug launch into a complete media story — a story that speaks of scientific innovation from a human perspective that enhances trust between the patient and the medical community.
Saudi Arabia’s interaction also stood out in its ability to formulate complex medical messages in clear media language, combining the power of information with the warmth of the message, which made it a reliable strategic partner in pharmaceutical communication.

Results in numbers

• More than 250 media items were published in Gulf newspapers, channels and platforms during one year.
• Extensive coverage in major media outlets such as Okaz, Al-Eqtisadiah, Asharq Al-Awsat, and Sabq.
• Appearances of Takeda spokespeople in specialized television interviews and programs.
• A 300% increase in media exposure during the collaboration period.
• To strengthen Takeda’s presence as one of the leading pharmaceutical companies committed to professional and ethical communication.”

Final quote

“At Saudi Arabia Interaction, we believe that the power of communication lies in combining scientific accuracy with a human approach, to build trust and enhance credibility in every message we produce.”