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The Say Communications Award for Excellence in Product Communications

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Finalist

Appropriate use of Orencia® SC – setting a new standard for patient education and HCP support

by Inspired Science for Bristol-Myers Squibb


Summary of work

BMS sought to launch a new subcutaneous (SC) formulation of Orencia® in Europe for the treatment of rheumatoid arthritis (RA). Market research indicated that insufficient education on how to use subcutaneous formulations of existing RA drugs had resulted in patient uncertainty, unnecessary clinic attendance and greater utilisation of healthcare resources. Hence, BMS recognised that industry‐leading patient education and support would be critical to optimize patient care.

The challenge was to deliver an impactful patient support programme with a firm focus on education and appropriate use of Orencia® (i.e. non‐promotional), for patients indicated to receive Orencia® and their healthcare professionals (HCPs). The OPTIMAL programme achieved this by delivering high quality, locally‐adapted and translated materials developed through collaboration with stakeholders to ensure their usability and educational value. Innovative programme elements included an administration guide video and a patient–HCP desktop discussion tool.

To date, the programme has been launched in 15 European countries. Resupply demand was almost 200% of initial launch kit supply (~18,000 kits at launch; ~35,000 additional kits requested following launch), demonstrating high levels of dissemination to patients via HCPs. European launches were so successful that the programme was extended to international markets.


Judges comments

This is a good educational programme with strong use of push/pull influence and a 360 degree audience. It has good launch statistics and was successful insofar as it was delivered successfully across Europe.


Finalists

Appropriate use of Orencia® SC – setting a new standard for patient education and HCP support - by Inspired Science for Bristol-Myers Squibb

The first vaccine for Meningitis B: Saving lives through product communications - by Ruder Finn for Novartis Vaccines

Nurofen Cold and Flu - by Virgo Consumer Health and Wellbeing for Nurofen Cold and Flu

Erivedge launch - by Virgo Health for Roche UK


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Behind the Judging: Communiqué Awards

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.