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

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Finalist

Inspiring Confidence

by Havas Life Medicom for Boehringer Ingelheim


Summary of work

In 2016, a head-to-head trial provided superior results to support a leading pharmaceutical company’s therapy for lung cancer vs a key competitor. Despite this, the therapy was not fulfilling its potential.

The company needed to fully leverage the trial data to change perceptions, increase prescribing rates and differentiate in a crowded marketplace.

The agency was tasked with developing a campaign based on rigorous science to inspire confidence and make the therapy the market leader. The strategy was to simplify a complex study into an immediately understandable package of materials that could be delivered in a targeted way. Excellent execution was key to success. A continuous flow of multichannel communications was pushed out over an 18-month period to educate oncologists and shine a light on the trial, revealing the true value of the therapy.

A shift in oncologist prescribing behaviours was confirmed by the therapy becoming market leader in the UK in 2016, with a 66% increase in sales. The brand manager of the therapy received the 2017 employee award for Outstanding Individual Contribution in Speciality care as a result of the campaign and its successful outcomes. The therapy retains its market leadership position to date.

Judges' comments

Havas Life Medicom and Boehringer Ingelheim have put together a well-written entry that uses the core disciplines well. It is integrated with clear objectives and a good strategy. It covers many different channels and the judges said if they were the client, they would be delighted with the agency's work.


Winner

Break the Flu Cycle - by 90TEN, Baird’s CMC, OmniaMed and Cogora for Seqirus


Highly commended

The Early Years Nutrition Partnership - by M&F Health Communications for The Early Years Nutrition Partnership


Finalists

Inspiring Confidence - by Havas Life Medicom for Boehringer Ingelheim

Transforming the Course of Multiple Sclerosis: Excellence in Integrated Brand Communications - by Weber Shandwick for Roche


Category Sponsors

Annabelle Sandeman, Huntsworth Group – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243