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The LionsDen Award for Writing Excellence - Healthcare Professionals

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Finalist

Translating clinical innovation to the real world of lung cancer

by Pollen for Boehringer Ingelheim


Summary of work

How can you optimise a pre-launch environment for an oncology drug pipeline if you have no heritage in the area and no solid relationships with your future customers? 

Our client asked us to develop valued partnerships with UK thoracic oncologists and, in the process, promote the company as a trusted and innovative leader in the field.

Our solution was to establish a community by providing a platform for thoracic oncologists to express matters that are relevant to their everyday lives.
Neo is an interactive digital magazine produced with oncologists for oncologists. It has brought together a diversity of stakeholders involved in lung cancer care – from rising stars to top-tier opinion leaders – working on hospital wards, in academia, government institutions, professional bodies and charities.

This community has helped us develop feature articles, presentations, webcasts, news highlights, publications, case studies, statistics and interviews that are relevant to the day-to-day clinical practice of thoracic oncologists in the UK. This novel audience-driven approach is supported by innovative editorial control through our steering committee.

In the period between July 2012 and December 2013 neo exceeded all of its targets, including those set by our client, our steering committee and us.

Judges comments

This engaged with its target audience with a strong format and diverse style. It was well designed and combined great interactive ideas with interesting articles. A great idea to gain impact.

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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