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Progression Free Living

by Celgene

Summary of work

In 2016, the multiple myeloma landscape became highly crowded with numerous novel agents coming to market. This, combined with loss of CDF funding for REVLIMID® (lenalidomide) as a second line treatment posed a significant challenge to maintaining market share.

Despite these new treatments, and survival rates having quadrupled in 40 years, a diagnosis is still a devastating experience. Tougher still is relapsing - both for patients and HCPs. This is why prolonging remission for as long as possible is critical. REVLIMID can provide this.

To address these challenges, Celgene fundamentally overhauled its data-focused approach by identifying this key unmet patient need. Early and continuous REVLIMID treatment prolongs remission in patients, so Celgene turned the clinical measure of progression-free survival, into progression-free living.

Progression-Free Living is a campaign that drives a change in mindset away from the acceptance of constant, regular relapse to a focus on providing longer periods of remission so that patients can really live with myeloma rather than survive from one episode to the next.

The campaign was a success, reaching over 3,700 HCPs, with 100% of representatives reporting a change in the conversation resulting in a double-digit increase in sales of REVLIMID since the start of the campaign.

Judges' comments

This project has a first-rate strategy, along with a marvellous execution. The objectives truly integrate with the team’s outcomes and the testimonials were genuine and passion-led.


Bayer iMCM Lighthouse Project - by Bayer
with support from Oi Ltd

Progression Free Living - by Celgene

Key dates

Entry deadline 29 August 2019
Extended entry deadline 5 September 2019*
*additional fee applies
Judging day 26 September 2019
Company/Team Interviews 9 October 2019
PMEA Event 27 November 2019