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Writing Excellence – General

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Winner

Unleashing the ‘British Biotiger’ – Ideas to Help the United Kingdom Win in Life Sciences

by Incisive Health for Roche


Summary of work

Unleashing the ‘British Biotiger’ – Ideas to Help the United Kingdom Win in Life Sciences

The Brexit vote was a seismic event, changing the rules of politics. It also had the potential to disrupt the life sciences environment, destabilising multinational workforces and distracting decision-makers from the all-important business of improving the quality of healthcare in the NHS.

With key decision-makers not interested in hearing views about how the status quo must be protected, Roche decided to mobilise its global organisation to identify ways in which Brexit could be made to work for life sciences - and life sciences work for Brexit.

The result is the British Biotiger - a compelling piece of writing which cuts-through the complexity of Brexit to set out simple but imaginative and engaging ideas for improving the life sciences environment in the UK.

The political noise created by Brexit required a streamlined and direct approach to communication very different from Roche’s usual style, but employees and external stakeholders have responded with enthusiasm. The result has been to open new doors for Roche, positioning the company as a key commentator on Brexit and life sciences, as well as to reassure employees, demonstrating that the company has a plan for creating a thriving life sciences environment in the UK.

Judges' comments

Addressing a particularly timely topic, this work clearly had an impact and it did so by cutting through any ambiguity in the area. It set out its position strongly and did so in a concise and clear manner. Although it’s still too early to see its full impact, the work successfully engaged with key figures, which is a great start.


Finalists

Living with Squamous Cell Lung Cancer – A Guide for Patients - by Complete HealthVizion for Eli Lilly & Company

Make Blood Cancer Visible - by Edelman for Janssen EMEA

STPs - Early Areas of Action - by Incisive Health for 38 Degrees

Private Lives, Public Health: the Changing Shape of Contraception Services in England post-2013 - by Incisive Health for The Advisory Group on Contraception, supported by Bayer Plc


Category Sponsors

Key dates

Entry deadline 14 March 2019
Extended entry deadline 21 March 2019
Judging days 9 May and 23 May 2019
Awards Ceremony 4 July 2019

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