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Excellence in Multichannel Communications

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Finalist

ASCENT: Actioning CSCC (cutaneous squamous-cell carcinoma) Education and Navigating Treatment Pathways

by Lucid Group for Sanofi UK&IE


Summary of work

Cutaneous squamous-cell carcinoma is regarded as manageable through surgery and radiotherapy. However, in 2018 an estimated 1,516 patients in the UK had advanced disease (aCSCC), associated with overall survival of just 8 to 15 months.
Without systemic options, there was pressure on surgeons to operate on patients with aCSCC, despite high risk of incomplete excision, recurrence, disfigurement, or functional loss.
The ASCENT multichannel programme raised awareness of Libtayo (cemiplimab) as the first licensed systemic treatment in aCSCC, and challenged the status quo in referral pathways and treatment considerations.
Incorporating oncologist-prescribed systemic treatments into a paradigm dominated by local interventions required a shift in responsibility from a surgeon-led patient pathway, to a more collaborative, patient-centric, multidisciplinary treatment-decision making approach. Through ASCENT, closely integrated with field force activities, the team implemented omnichannel engagement plans targeting segmented multidisciplinary team personas, challenging their traditional roles.
Without an established tradition of medical and patient advocacy, ASCENT has laid the groundwork for a treatment paradigm shift within 18 months of launch through an agile campaign. It has facilitated the building of a community the amplification of the voice of early adopters. NICE, surgeons and oncologists have described the introduction as a step-change for patients with aCSCC.

Judges' comments

ASCENT had good, clear, measurable objectives and a targeted approach that had been adapted mid-programme for COVID with great success The supporting materials clearly demonstrated the multichannel element of the entry and good outcome measures demonstrated increased awareness, confidence and action.


Winner

Why Sit it Out? - by Mind+Matter for CSL Behring


Finalists

New Normal, Same Cancer - by GCI Health and MHP for AstraZeneca

ASCENT: Actioning CSCC (cutaneous squamous-cell carcinoma) Education and Navigating Treatment Pathways - by Lucid Group for Sanofi UK&IE

Do It For Yourself Campaign – Supporting the Lung Cancer Community - by MSD, Freuds Communications and Four Health Media

Breaking the Dangerous Cycle of Over-reliance on SABA Inhalers - by Real Chemistry, Edelman and Engine MHP for AstraZeneca


Category Sponsors

Louise Dunn, Communications Consultant – 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

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