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Finalist

Medicine Gets Personal

by Reynolds-MacKenzie for Merck Serono


Summary of work

Despite the development of personalised medicines (PMs) in the treatment of bowel cancer, uptake continues to be slow and understanding among politicians and the wider public remains poor. Merck Serono (MS) markets Erbitux, a personalised medicine (PM) that is used to treat patients with advanced bowel cancer identified using a predictive biomarker test, KRAS. Despite, providing free KRAS biomarker testing to all patients on diagnosis of bowel cancer across the UK, uptake had been poor and patchy. Our challenge was to develop a campaign to complement a political engagement programme and put PM - with a focus on bowel cancer and KRAS testing - firmly in the media spotlight. The ultimate aim was to drive a call to action for greater awareness, understanding and uptake of biomarker tests to improve patient access to PMs.

Judges comments

What this team achieved was shockingly good and their approach was admirable. For the marker test to be offered to people, whether or not they ended up being treated with Erbitux, is laudable and to be encouraged. A 21 per cent increase in the uptake of the test, within six months, is an impressive outcome. Even the journalists were impressed, as evidenced by such a strong testimonial from The Times.


Winner

Crohn's and Colitis UK: Living with IBD at Work and Play - by Healthcare Solutions PR for Crohn's and Colitis UK


Highly commended

Putting alcohol on the local authority map - by Munro & Forster for Lundbeck


Finalists

European Depression Day 2012 - Pan-EU survey yields big media results - by OgilvyHealthPR for European Depression Association

Psoriasis: Act. Stop Ignoring. - by Publicis Life Brands Resolute for Janssen UK

Medicine Gets Personal - by Reynolds-MacKenzie for Merck Serono


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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.