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The Porterhouse Medical Award for Innovation in Healthcare Communications

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Finalist

A Path to Cure: Shining a Light on MRD in Multiple Myeloma

by Edelman for Janssen Oncology


Summary of work

Given the great strides that have been made in cancer treatment, the current gold standard measure of evaluating whether cancer treatments provide clinical benefit, overall survival (OS), can be out of date. The concept of minimal residual disease (MRD), however, has the potential to completely change how we think about success in cancer treatment – and what a cancer diagnosis means for patients. This is particularly pertinent in multiple myeloma, a currently incurable blood cancer which 48,000 people in Europe were diagnosed with last year alone.

A lack of consensus on the clinical application of MRD testing is resulting in confusion and the concept and science of it is not widely understood across the broader cancer community.

To address this, we convened the key voices in the debate to shed light on MRD; helping them unlock what MRD means by co-creating a compulsive viewing documentary. This was supported by a targeted social media amplification strategy, which introduced others to the concept, with ongoing online amplification via these healthcare experts.

“Thank you for the initiative and sharing the video. This is very important to a broader audience who is yet unfamiliar with the concepts of MRD.” – Best regards, Dr Bruno Paiva.

Judges' comments

Getting regulators to accept clinical new end points is notoriously difficult so we liked the ambition of this campaign and the multi-channel approach.


Winner

In My Shoes: 24 Hours with Crohn’s or Colitis - by Mearns & Pike and Electric Putty for Crohn’s & Colitis UK and Takeda


Finalists

A Unique Bond - by Burson Cohn Wolfe for Boehringer Ingelheim

A Path to Cure: Shining a Light on MRD in Multiple Myeloma - by Edelman for Janssen Oncology

INSPIRIS RESILIA Aortic ValveTM Mind Racing - by Syneos Health Communications for Edwards Lifesciences

Experiencing MS First Hand: Virtual Reality Glove Experience - by Weber Shandwick for Roche


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:

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Tel: +44 (0)1372 414243

Behind the Judging: An exclusive insight into all the major healthcare awards

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