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The Say Communications Award for Excellence in Product Communications

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Finalist

Erivedge launch

by Virgo Health for Roche UK


Summary of work

In August of last year, a new once-daily pill for the advanced form of the most common skin cancer – basal cell carcinoma – was launched into a media environment saturated with optimistic stories on early stage, curable cancers. 

As one of the first markets to launch in Europe, it was important we set the standard for generating interest in this rare form of cancer, a condition affecting less than 1,000 people in the UK. However, with patients afflicted with unsightly tumours, and given that it was deemed highly unusual that in today’s society a patient would allow a growth to develop to such an extent that it would be inoperable, obstacles to achieving coverage were not insignificant. Furthermore, outreach was due to be conducted during the summer holidays (with key spokespeople out of the country) and the success of previous media outreach support for the client’s oncology franchise meant there were high internal expectations set. 

Despite these challenges, through our flexibility and individualised approach we achieved a fantastic volume of quality print and broadcast coverage, exceeding all expectations. Against a target of 10-15 pieces, the campaign resulted in 74 pieces of message-rich coverage, generating over 24 million opportunities to see (OTS).

Judges comments

This is a solid entry in a difficult market. It got excellent mainstream media results despite the difficult subject matter and small patient population. It was a smart idea to identify and leverage the British-based innovation angle.


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


View the Communiqué Awards 2014 Photos


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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.