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Hepatitis C leadership meeting series

by 90TEN Healthcare for AbbVie

Summary of work

Hepatitis C (HCV) management is being revolutionised with new all-oral Direct Acting Antiviral (DAA) regimens providing breakthrough cure rates. With several companies competing for attention in this space, the agency was given a brief to establish Abbvie as a leader in the field, even though its DAA treatment was yet to launch and opportunities to communicate were limited.

The agency met this challenge by developing a daring meeting series that ran across multiple professional congresses, shining a light on the client as a serious commentator in HCV. It involved moving out of the comfort zone of traditional one-way slide presentations and lectures, to using spontaneous unrehearsed discussion and debate. The meetings were hosted to full houses, with attendance targets smashed by 43%. Feedback from the faculty and delegates reinforced the success of the meetings, helping to carve out a leadership position for AbbVie in the HCV educational space.

Judges comments

This was a master class - we would have loved to have been at these meetings. This really showed just how you should deliver a meeting. It had a real emotional commitment and drew people through – everything knitted together well and the idea was genuinely innovative and refreshing in its creativity.


Highly commended


Hepatitis C leadership meeting series - by 90TEN Healthcare for AbbVie

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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.