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Excellence in Communications - Payers/Policy Makers

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2020 Finalists

Learning Lessons on Lung Cancer: Driving Change Across the UK

by ENGINE MHP for Bristol Myers Squibb

Each year, almost 50,000 people in the UK are diagnosed with lung cancer; it is the third most common cancer and the leading cause of cancer deaths.iUK lung cancer survival rates are some of the lowest in Europe.ii,iii

There is an urgent need for action. To bring lessons from other countries back to the UK, we established an expert steering group to take evidence from European lung cancer clinicians. This led to a policy report,Gaining perspective, which was launched in Parliament in England and was shared in the devolved nations at workshops with professionals and decision-makers.

England and Scotland are now implementing these recommendations and addressing lung cancer as a public health priority with other regions to follow.

i Cancer Research UK

ii The Lancet, Supplement to: Allemani C, Matsuda T, et al, Global surveillance of trends in cancer survival 2000–14 (CONCORD-3): analysis of individual records for 37 513 025 patients diagnosed with one of 18 cancers from 322 population-based registries in 71 countries, 2018. Available at: https://www.ncbi.nlm.nih.gov/pubmed/29395269. Last accessed: February 2019

iii Hiom S et al, Lung cancer in the UK: addressing geographical inequality and late diagnosis, The Lancet, 2018. Available at: https://www.thelancet.com/journals/lanonc/article/PIIS1470-2045(18)30496-0/fulltext#. Last accessed: February 2019

Embracing Complexity: Towards New Approaches for Supporting People with Neurodevelopmental Conditions

by JPA Health for Autistica

People who think and see the world differently have the potential to bring huge value and diversity of thinking to society, but also face a complex and overlapping set of challenges. Many people often have more than one neurodevelopmental or mental health condition (NDC), yet we still live in a system set up to look at one at a time.

JPA Health Communications supported the Embracing Complexity Coalition, led by Autistica, to launch a campaign set out to unite stakeholders and create a joined-up system of support to create an inclusive society where people with NDCs can reach their full potential. During challenging times, with intense Brexit discussions and a leadership contest on the horizon, the team secured Matt Hancock, Secretary of State for Health, to launch the campaign in Parliament. In addition, stakeholders from across parties, councils, the Royal Colleges and charities were in attendance.

In less than a year, the ‘Embracing Complexity Coalition’ has grown to over 50 charities, published two reports, initiated over £600,000 in research, engaged senior leaders of the NHS and government has announced a new neurodiversity unit that sits across health, justice and education, a key call to action of the coalition.

From Data to Policy Action: How Pfizer’s CTRL Cancer Partnership is Facilitating Policy Change to Improve Cancer Care in Central and Eastern Europe

by Porter Novelli for Pfizer Biopharmaceuticals Group/Oncology

Analysis of the cancer care landscape in Central and Eastern Europe (CEE) reveals an alarming disparity between this region and its western counterparts. For patients there, this means lower care standards and Europe’s highest cancer mortality rates, compared with Northern, Southern and Western countries.

The CTRL Cancer Initiative strategy and engagement plan designed by our agency for Pfizer Oncology supports the development of National Cancer Control Plans (NCCPs) and policies in CEE. Our 16 evidence-based CTRL Cancer Country Dashboards present unique analysis on cancer care and policies feeding into policy engagement actions, including: CTRL Cancer Summit; policy interactions and knowledge sharing between countries; workshops and capacity building; and media engagement. This is an innovative, multi-stakeholder partnership of cancer care professionals, clinicians and patient organisations, guided by a board of influential international researchers and academics to ensure maximum relevance to national needs.

Ukrainian partners demonstrated the first significant outcome of this initiative in February 2020. They applied the CTRL Cancer approach for their National Cancer Policy Forum (2020), that encouraged a vote in Parliament to develop an NCCP with focus on screening programmes (currently not available in Ukraine) and unlock funds for its implementation in 2021.

Dementia Strikes Children Too: Collaborative Campaigning for Access

by Portland for BioMarin

CLN2 is an ultra-rare form of childhood dementia that robs infants of their ability to walk, talk and see – ultimately the disease is fatal. Our client, BioMarin, produces the only treatment in the world that can stop the progression of this devastating condition: Brineura. Together with BioMarin and a broad patient community, we created a multi-stakeholder campaign – Dementia Strikes Children Too – which targeted key payers and policymakers to support reimbursement of Brineura in the face of overwhelming odds.

In 2017, we kicked off by co-creating a public-facing campaign that would raise the profile of childhood dementia among the public and decision-makers and begin a collaborative fight for access. Over three years, we then delivered a sustained, targeted programme and led senior one to one engagement at the highest levels of Government.

Finally, after the medicine was rejected for a final time by NICE in February 2019, we redoubled campaign efforts in Parliament to scrutinise the decision. We succeeded in briefing the Prime Minister’s team and key MPs to schedule an adjournment debate in Parliament, all of which culminated in NICE reversing its decision and approving the drug in September 2019, the first time it had reversed HST guidance in its history.

Executive summaries as submitted.

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