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Excellence in Media Relations - International

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The launch of Pradaxa in Europe: shaking 60 years of therapeutic status quo

by OgilvyHealthPR for Boehringer Ingelheim

Summary of work

The European approval of Boehringer Ingelheim’s novel oral anticoagulant was set to close a 60-year gap for innovation in the therapeutic area. Ensuring that customers around the world were made aware of the treatment’s true potential, enabling people living with atrial fibrillation (AF) to benefit from this innovative product, was vital.

OgilvyHealth PR was tasked with ensuring that this news reached the world. The resulting launch campaign exceeded expectations with 16 country affiliates leading the charge, securing attendance from 55 EU journalists at a high-profile European press launch event (prior to their own local launches), and coverage reaching in excess of nine million people on the first day alone.

Judges comments

This is a good programme, which showed strong creativity. The team did a really good job of bringing the launch to life using the ‘Time Tunnel’ and making it truly memorable.

Stakeholder comments

Associate director: Global projects which bring numerous countries together can be notoriously difficult given individual country aims and launch timelines. This approach succeeded in mobilising our colleagues to deliver the widespread coverage befitting the positive shift in care which dabigatran etexilate provides to healthcare professional and patients alike.

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.