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New Product Launch Excellence

Sponsored by

  • Full Results
    • Winner

      Spotlight on Myeloma

      by Takeda Oncology with support from OPEN Health Communications LLP

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Spotlight on Myeloma

by Takeda Oncology with support from OPEN Health Communications LLP

Summary of work

The synergistic collaboration, early engagement, honesty and open communication between Takeda Oncology, NICE, NHS England, and the multiple myeloma (MM) patient and clinical community successfully overcame market access obstacles to NINLARO®▼ (ixazomib) to achieve the first ever NICE approval of a double-branded combination with Revlimid (lenalidomide) and dexamethasone (NRd) for the treatment of MM. Their pre-launch initiatives, including the Myeloma Hub and conference satellite symposia, successfully prepared the market for their launch in December 2017 resulting in rapid uptake of NRd in clinical practice, with almost a quarter of eligible patients already benefiting from the treatment. Furthermore, in ongoing partnership with a committed expert steering committee, Takeda with OPEN Health developed the ‘Spotlight on Myeloma’ concept which encompassed a breadth of innovative initiatives designed to uncover and contextualise the unmet needs in this complex disease helping position NRd as the treatment of choice in relapsed/refractory (RR) MM at launch. Never losing sight of their patient-centric values, we have extended the ‘gift of time’ that accompanies NRd treatment to more patients whilst exceeding commercial objectives. We continue to strive for further improvement in patient outcomes, supporting a portfolio of both in-house and external research initiatives representing a committed partner in MM.

Judges' comments

The judges all agreed that Takeda Oncology deserved recognition for a comprehensive and well-executed launch programme.  Takeda was able to demonstrate a strong launch trajectory and rapid uptake, underpinned by good cross functional engagement with the needs of healthcare professionals and patients.

PMEA Awards 2020

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