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Finalist

Improving diagnosis and treatment of advanced lung cancer

by Ogilvy Healthworld for Boehringer Ingelheim


Summary of work

Not all patients with advanced lung cancer are receiving an essential test which could lead to much better treatment. This ongoing worldwide campaign aims to better understand and fix this.

A quarter of patients with advanced lung cancer are potentially not being offered the most appropriate treatment for their type of lung cancer.

These shocking results come from a 10-country survey by Boehringer Ingelheim, supported by Ogilvy Healthworld.

The brief was to launch a global awareness campaign about the need to test every eligible lung cancer patient for EGFR mutations.

We created a two-phase strategy.

In phase 1, we raised global awareness of the problem by conducting a survey and submitting the findings to the prestigious European Lung Cancer Conference, attended by 1400 experts from around the world. It was selected as one of only four submissions for the Best Abstract session.

In phase 2, we uncovered examples of how patient groups and professionals are overcoming the problem, and promoted their approaches in an ‘International Insights’ report. We launched the report during Lung Cancer Awareness Month with a dedicated social media campaign.

The campaign resulted in a global communications action plan reaching a combined audience of over 14 million.

Judges' comments

This was a robust and ambitious project and the judges liked “the best local medical practice” and HCP reflections in the report, which was creative.



Finalists

Hear Me Now - by Munro & Forster for Janssen

Improving diagnosis and treatment of advanced lung cancer - by Ogilvy Healthworld for Boehringer Ingelheim

The Future of Anticoagulation Report - Evolving thought leadership in atrial fibrillation - by Ruder Finn UK for Daiichi Sankyo Europe GmbH


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