by Clark Health Communications for Lundbeck
by Inspired Science for Bristol-Myers Squibb
by Ruder Finn for Novartis Vaccines
by Virgo Consumer Health and Wellbeing for Nurofen Cold and Flu
by Virgo Health for Roche UK
by Clark Health Communications for Lundbeck
Clarity and Responsibility: The introduction of a new treatment option for alcohol dependence in the UK
The UK’s drink problem is a heavy and growing burden on the nation’s health, well-being and public purse, yet only around 6% of people with alcohol dependence (AD) receive treatment each year.1
Selincro® (nalmefene) was the first treatment licensed to help certain AD patients to reduce, rather than abstain, from drinking – an effective and recommended treatment goal for reducing health harms in appropriate patients. Its launch represented a unique and challenging opportunity to present an exciting alternative treatment approach, but one that targeted a distinct patient group, and didn’t fit neatly into the prevailing service configuration/treatment pathway. Clarity, accuracy and responsibility were vital for the success of the communications programme and Lundbeck’s subsequent reputation in a new therapy area.
A pre- to post-launch programme of activities saw the development of an innovative, endorsed template integrated care pathway tool to aid local service redesign; high quality and particularly factual media reporting reaching >260 million (despite a high risk for ‘overhype’ or misinterpretation); purposeful joint working/engagement with >60 new AD stakeholders and a wealth of new, interactive resources in use by field teams to directly educate and demonstrate identification of patients and treatment success to a range of healthcare professionals.
Reference:
1. Alcohol Concern. Investing in Alcohol Treatment – Reducing Costs and Improving Lives. 2010
This is a proper product comms programme. It deals professionally with a very sensitive subject that is surrounded in controversy. They thought about the care pathway and got stakeholders together and demonstrated strong evidence of customer insights and strategy through highly-targeted execution. It is a well-presented and well-rounded programme, that got excellent media results. It’s an excellent example of product launch.
Catherine Devaney, WE Communications – Communiqué Awards Judge
Entry deadline | 11 March 2021 |
Extended entry deadline | 18 March 2021 (additional fee applies) |
Judging days | May 2021 |
Awards Ceremony | 1st July 2021 |
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