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The Say Communications Award for Excellence in Integrated Product/Brand Communications

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Challenging the Status Quo in Psoriasis

by 90TEN and Aurora for Novartis

Summary of work

The consultancies were tasked with launching a groundbreaking new treatment for psoriasis, which achieved higher levels of clear skin than other treatments. However, it was the fifth biologic treatment to market and a high level of ‘psoriasis fatigue’ was present among dermatologists.

Novartis needed to create a compelling narrative, which spoke to the needs of the psoriasis community, and with a creative execution that stood out.

An integrated product campaign was implemented, which supported meaningful conversations between different stakeholders involved in the patient journey, delivered tailored educational activities utilising innovative digital tools, and supported patients in having more effective conversations with their care team.

The campaign resulted in at least 37 experts advocating the use of the product at national congresses, and at local peer-to-peer meetings, and 94% of attendees at one meeting agreeing that it is now time to redefine treatment success in psoriasis.

Judges' comments

A simple, yet effective, multi-disciplinary strategy that really delivered on all of its objectives, as well as providing interesting insights all the way through. It delivered impressive change in clinical perceptions and was an impressive submission.


More Than Just a Cream - by Pegasus for Thornton & Ross


Shining a Light on HF Management in the UK - by 90TEN for Novartis

Challenging the Status Quo in Psoriasis - by 90TEN and Aurora for Novartis

A Peer-to-Peer Approach to Improving Outcomes in Inflammatory Bowel Disease (IBD) - by Aurora Healthcare Communications for Takeda

Magic of the Mist - by Cohn & Wolfe for Boehringer Ingelheim

Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

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