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The Porter Novelli Award for Excellence in Digital Communications – Prescription Products/Patient Health

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Finalist

Metastatic colorectal cancer clinical data tool

by Real Science Communications for Merck Serono Oncology


Summary of work

In 2014 alone, a staggering 1,975 articles on metastatic colorectal cancer (mCRC) were added to PubMed – almost 200 of which contained potentially practice-changing clinical trial results. While this data is key to helping oncologists make informed treatment decisions for their patients, the sheer volume makes it difficult for them to critically review and evaluate their impact on treatment decisions. We identified that physicians needed a way to simply search through all the available information to highlight clinical trial results that support particular treatment strategies in mCRC.

Our solution to this unmet need was the mCRC Clinical Data Tool, a user-friendly, clinically credible and highly innovative educational resource. The tool enables oncologists to quickly and easily search for and view the latest data from >30 Phase II and III randomised-controlled mCRC clinical trials.

The mCRC Clinical Data Tool will change the way oncologists search, assess and interpret clinical trial results. The prototype was debuted to over 2000 HCPs via the Merck Serono booth at the ESMO Congress 2014 and received an overwhelmingly positive response. Building on this success, the tool will be rolled out, converting the offline global resource into localised online microsites.

Judges comments

This was a very simple, eloquent solution for customers to be able to engage with the data and was based on a really well thought out idea. They looked at what the need was and then assessed how they would meet that need, producing in response a striking, visual tool that once built gained thought leader endorsement.


Winner


Finalists

My statin status - by Edelman for AstraZeneca

Shire iAdopt – pre-call planning tool - by Makara Health Communications for Shire International GmbH

Metastatic colorectal cancer clinical data tool - by Real Science Communications for Merck Serono Oncology

Psoriatic arthritis online – part of the Outside In campaign for psoriatic arthritis - by Sciterion for AbbVie


Sponsors

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.