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Excellence in Media Relations - UK

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Launch of INCIVO

by Munro & Forster Communications for Janssen

Summary of work

The advent of a new class of direct-acting antiviral treatment for patients with genotype 1 hepatitis C infection provided an eagerly awaited milestone, for both patients and prescribers, in a disease area that had seen no major advance in the previous 10 years.

As one of two medicines in a new treatment class, it was essential that the media launch for INCIVO (telaprevir) provided clarity about the burden of the disease and what INCIVO could offer patients. Working closely with key hepatitis C stakeholders, the agency embarked upon a highly targeted and innovative media strategy, consistently delivering above KPI targets.

Judges comments

A strong entry with outstanding regional coverage: an admirable effort to attain the regional results achieved.

Stakeholder comments

Communications and public affairs manager: The agency team has been instrumental in helping launch our product. Despite substantial challenges they delivered against all KPIs and achieved great media results. They helped us to inform all of our key audiences, including stakeholders who in turn informed patients, of the product’s availability and access to it.

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.