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The LionsDen Award for Writing Excellence - Healthcare Professionals

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Finalist

Highlighting the Cancer Capacity Challenge

by Roche Products


Summary of work

Demand for chemotherapy is increasing. There is no sign that this will change in the next 20 years, as the number of new cases of cancer is expected to rise by 45% between 2007 and 2030. 

Authored by an experienced journalist, incorporating robust desk research, market research among frontline staff responsible for delivering chemotherapy services and wider clinical opinion, the Cancer Capacity Challenge report highlighted the growing burden that cancer services are facing, to draw attention to the need to consider innovative treatments in order to successfully manage future capacity challenges. 

Launched directly to healthcare professionals at a key conference, the report was credible enough to warrant a stand-alone symposium. Media coverage to support the launch reached an audience of at least 60 million. More broadly, over 20 meetings with MPs have been held to discuss the report, raising the issue up the political agenda, and internally Healthcare Development Managers are being trained using the report, so they can have conversations with key NHS decision makers about the issue. 

Furthermore, the subsequent launch campaign for Herceptin subcut saw messaging about the role the innovative new treatment could play in easing the chemotherapy burden in nearly two thirds of coverage.

Judges comments

This was very well written and produced in a particularly readable style with a high level of background. Its detail was well signposted, drawing the reader through the story in a very effective manner.

Winner

Getting Straight to the Point - by Biosector2 for Novo Nordisk


Highly commended


Finalists

A Practical Guide to using Mepact - by Liberation Communications for Takeda UK

Translating clinical innovation to the real world of lung cancer - by Pollen for Boehringer Ingelheim

Highlighting the Cancer Capacity Challenge - by Roche Products


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Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.