Takeda Viet Nam Pharmaceuticals Ltd. wins at Healthcare Asia Pharma Awards 2026

DeRIGHT-V re-emphasises risk, severities, urgency, and action against dengue in Vietnam.

Takeda Viet Nam Pharmaceuticals Ltd. won the Marketing & Communications Initiative of the Year - Vietnam accolade at the Healthcare Asia Pharma Awards 2026 for its two-year DeRIGHT-V campaign, which reshaped how families view dengue prevention.

Vietnam recorded 367,729 dengue cases in 2022 and remains one of the world’s top two hotspots. Public awareness exists, but familiarity reduces urgency. Many families rely on outdated beliefs, such as that dengue affects only children or those with weak immunity or that a clean home removes risk. Takeda Viet Nam Pharmaceuticals Ltd. in the collaboration with Vietnam Medical Association and Vietnam Association of Preventive Medicine set out to correct these misconceptions and make prevention feel immediate and accessible.

The first phase, DeRIGHT-V 1.0, carried the idea Pop The Myths. Reload The Mind. Short 10- to 13-second videos featured relatable characters voicing common misconceptions before expert-backed truths reframed dengue risk. The campaign addressed beliefs around single infection, cure-based treatment, and perceived immunity. A Mosquito Beat Drop playlist turned the mosquito buzz into trending audio, which drove strong organic reach without key opinion leader spend.

Then the second phase, DeRIGHT-V 2.0, moved from awareness to urgency under the idea Uncertainty Is The Urgency. Access Is The Answer. It portrayed dengue infection as unpredictable, with complications escalating rapidly, and contrasted this with the certainty of vaccination. Saigon Zoo became an activation site, where enclosures transformed into storytelling stations on dengue complications. On-site vaccination booths and QR clinic finders helped convert awareness into action.

The campaign generated 733 million impressions and 78 million views. National search volume for dengue vaccine rose 11 times compared to two years earlier, signalling a clear shift in public intent. Social listening data showed high motivation to vaccinate and strong positive sentiment towards dengue vaccination. 

In parallel, more than 1,000 educational activities reached over 7,000 healthcare professionals, strengthening nationwide clinical alignment on dengue prevention. Through programmes such as VDS25 and QAcademy, Takeda deepened scientific readiness and confidence, with strong recognition of vaccine availability and willingness to recommend vaccination. As a result, 8 in 10 preventive health professionals acknowledged the vaccine’s availability, and 9 in 10 expressed readiness to recommend it—creating a solid professional foundation that amplified the impact of DeRIGHT‑V.

Through DeRIGHT-V, Takeda Viet Nam Pharmaceuticals Ltd. and Medical Associations as well as Scientific Institutes built a modular funnel that corrected beliefs, created urgency, and delivered access at scale. The result is a measurable shift in public readiness and healthcare professional support for dengue prevention across Vietnam.

The Healthcare Asia Pharma Awards shines a spotlight on the outstanding companies redefining pharmaceutical excellence in Asia. It lauds those who redefine the pharmaceutical landscape through innovative, unique initiatives that have significantly enhanced their businesses.

The Healthcare Asia Awards is presented by Healthcare Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your organisation's remarkable initiatives and contributions to the healthcare industry, please contact Julie Anne Nuñez-Difuntorum at [email protected].