Finalist
Roche Products Communications
Summary of work
A successful formula is only relevant while it continues to answer the right questions. In 2014 Roche found itself at the centre of an increasingly ambiguous and uncertain world. Our portfolio had unprecedented competition, our world-leading research and development strategy was unsupported by UK pricing and reimbursement and we were navigating the change curve following a late 2013 restructure. We knew 2014 was going to be a bruising year with the Cancer Drugs Fund slated to end, the clinical trial transparency debate peaking and potentially controversial launches. We resolved to change our formula and do things differently. Proactivity, transparency and presence were vital to address the challenges we faced and open up new strategic opportunities. This needed a truly integrated approach across the Communications Directorate, deeper buy-in from our commercial and medical organisations and leading-edge influence on key strategic decisions. Despite 2014 being as challenging as imagined we enjoyed an outstanding year, with confident and honest communications on Tamiflu and Kadcyla, shaping the debate on transparency and access and defining key strategic priorities for Roche. We shaped the company’s strategic direction, gained a fair share of voice in critical issues and drove business growth of 7 per cent.
Judges’ comments
Roche has been brave and vocal in the media under a great deal of scrutiny. They achieved very ambitious targets and are clearly a strong team, with a carefully thought out, coordinated approach.
