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The LionsDen Award for Writing Excellence – Healthcare Professionals

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Finalist

Oral transmucosal fentanyl for breakthrough cancer pain: An indirect mixed treatment comparison meta-analysis

by Strategen for Teva UK


Summary of work

In Quarter 3 2012 Effentora had the smallest market share (13.3%) of the three oral transmucosal fentanyl formulations indicated for the treatment of breakthrough cancer pain (BTcP), compared to sublingual fentanyl (ODT; 29.0%) and compressed lozenge fentanyl (OTFC; 51.3%), and one of the slowest growth rates, within a static market. In the absence of any comparative studies, palliative care specialists tended to consider the formulations as equivalent. In order to differentiate Effentora from the other two formulations and oral morphine (the most widely used treatment) and thereby drive sales, an indirect, mixed treatment meta-analysis (MTMA) was undertaken and published in two widely read palliative care journals. Our company undertook all aspects of the MTMA, including translating the complex statistical methodology into a language that is understandable and which resonates with a clinical audience. The MTMA publications immediately resulted in a remarkable 24% increase in sales for Effentora (+18,000 units), compared to 3% for ODT (+5,500 units) and 0% for OTFC (-200 units). The total market actually grew by 5% due to Effentora growth, after 2 years of stasis. Independent research of 100 healthcare professionals in palliative care confirmed that the MTMA was central to this dramatic increase in sales for Effentora: 66% recalled the MTMA, considering it the single most important piece of literature used by representatives in sales calls.

Judges comments

An evidence-based and clearly written piece of work that made good use of slides to explain complex statistics to its audience. The channels of communication were well thought-through, ranging from the sales rep to prestigious medical journals. It was obviously very relevant and useful to the target audience.


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Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.