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

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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.


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


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

Key dates

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

Contact information:

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

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Debbie Tuesley
Tel: +44 (0)1372 414243