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Excellence in Engagement through Multiple Channels (Digital and Traditional)

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Finalist

#PutCancerToTheTest

by Roche
with support from Galliard Healthcare Communications


Summary of work

The last decade has been an exciting time in cancer research. Our understanding of the underlying biology of cancer has evolved, and we now know it is a disease of the genome – meaning, every cancer is unique and should be treated that way. Cancer genomic testing can play a critical role in identifying individuals with actionable molecular mutations, facilitating a personalised management approach for each patient based on their tumour’s molecular profile.

General awareness around the importance of testing at diagnosis is still low, so we developed #PutCancerToTheTest, a digital and social media campaign designed to promote conversation and drive cancer genomic testing as the standard of care. This culminated in a global media event featuring expert speakers across several disciplines to generate on-message coverage worldwide.

Combining engaging social media content with a unique tagline and hashtag, bespoke imagery, a patient video and affiliate materials, #PutCancerToTheTest generated >15 million impressions and >540k engagements online, with activities in six countries so far. 51 consumer, trade and medical publications (including 12 national television and radio broadcasters) attended the media event, resulting in ~30 articles in 15 countries. Together, these activities effectively communicated the importance of cancer genomic testing in the treatment pathway.

Judges' comments

#PutCancerToTheTest had a lot of potential and was a strong submission. It had good use of images and content with a clear stakeholder strategy.


Winner

Challenging the Traditional: Shaping the Future of Cardiology - by Edwards Lifesciences
with support from VCCP Health


Highly commended

Entyvio® (vedolizumab) Subcutaneous: Launching in a Brave New Virtual World - by Takeda UK Ltd
with support from Aurora Healthcare Communications


Finalists

Why Sit it Out? - by CSL Behring
with support from Pegasus

Join the Fight #HPVwise - by MSD
with support from Precision Effect

#PutCancerToTheTest - by Roche
with support from Galliard Healthcare Communications


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