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Team of the Year

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My Life Comes Before Myeloma

by Celgene with support from Langland

Summary of work

Winner: by Celgene with support from Langland

In today’s NHS, a multifaceted but integrated approach is vital to drive prescribing habit change; salesforce activity alone cannot give true business success. Dedicated to improving Multiple Myeloma (MM) outcomes, Celgene were facing niching of their biggest UK brand. Revlimid® (lenalidomide) was being held for ‘salvage therapy’ by healthcare professionals with only a subset of the eligible population receiving treatment, reinforced by NICE guidance and an established competitor.

From understanding customers, prescribing barriers and the brand opportunity, Celgene leadership assembled and inspired a dedicated, skilled and diverse team, working towards one common goal, always placing the patient at the heart of activities while focusing on driving customer change, unlocking treatment options for patients and supporting stakeholders. Coordinated through marketing, each subgroup worked within their area of expertise, aligned by a clear brand strategy, translating to brand success.

Through exceptional cross-working and teamwork, the cross-functional team ensured all objectives were met. Revlimid’s second line market share over-achieved targets and activities ultimately helping patients receive treatments earlier and for longer, offering significant benefits in controlling disease progression and improving survival. Together the team helped shift the treatment paradigm, progressing towards Celgene’s goal of MM becoming a chronic condition.

Judges comments

The passion of Celgene’s Myeloma team for their product is clear. They are an impressive team who demonstrate excellent ways of working collaboratively, engaging internal and external stakeholders. They express a clear sense of purpose, eye-opening honesty and masses of enthusiasm. This is a team I would want to work with.


Building an aeroplane while flying - by GSK Consumer Healthcare

Key dates

Entry deadline 27 August 2020
Extended entry deadline 3 September 2020*
*additional fee applies
Judging Day 1 October 2020
Company of the Year Interviews 22 October 2020
PMEA Event 25 November 2020