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Excellence in Media Relations – Healthcare

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Finalist

Cosentyx® global launch

by 90TEN & Novartis Global Communications


Summary of work

How did media relations play a pivotal role in the third most successful product launch of 2015 (measured by sales)? The answer involved new thinking, engaging content and world class execution.

Novartis Global Communications and the agency worked together to support the global launch of Cosentyx®, a next generation biologic for the treatment of psoriasis, psoriatic arthritis (PsA) and ankylosing spondylitis (AS) - conditions that often gain low media traction.

The solution was to place the patient at the centre of everything they did, listening to their needs and working with them to tell their stories through a unified voice. They collaborated on stories with bloggers, media and patient groups from the outset, and brought much-needed disease education materials, disease awareness, news and data milestones to life with imagery, video and real-life storytelling.

The programme resulted in over 3,000 articles reaching in excess of 2 billion people, including 15 million from social media. The sustained media coverage allowed Novartis to dominate share of voice in a highly competitive market, during a pivotal year for the brand.

Judges' comments

It was a big year indeed for this team and they packed in a great deal. The Cosentyx launch demonstrated a really solid global strategy with strong tactical implementation remaining true throughout to their “patient at centre” approach.


Winner

Creating a faithful following - by Reynolds-MacKenzie for Bristol-Myers Squibb


Finalists

Breaking through ASCO - by 90TEN & Denovo Strategy for Sirtex

Cosentyx® global launch - by 90TEN & Novartis Global Communications

Driet: The Drinking Diet - by Reynolds-MacKenzie for Lundbeck/Accretio

Eisai, Tonic and the Cancer Drugs Fund - A bold and brave media relations campaign - by Tonic for Eisai


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.