Winner
Epidermal Growth Factor Receptor (EGFR) mutation testing network in advanced non-small cell lung Cancer (NSCLC)
AstraZeneca UK in association with Creative Lynx, iS Health and Munro & Forster
Summary of work
Clinical data indicates that approximately 70 per cent of patients with advanced non-small cell lung cancer (NSCLC), whose tumours are epidermal growth factor receptor (EGFR) mutation positive, respond to first-line treatment with gefitinib, with improvements in symptoms and quality of life, compared with doublet chemotherapy.
Despite the clinical benefits of gefitinib, AstraZeneca UK recognised that HCPs faced several constraints preventing them from prescribing gefitinib. ln 2009, there was no requirement to test for the EGFR mutation in advanced NSCLC, therefore these tests were not routinely carried out and no network of expertise existed. Without the mechanism to test for EGFR mutations, no patient could be given gefitinib, as it is licensed only for this subgroup.
Recognising that the lack of access to EGFR testing was a barrier, AstraZeneca UK worked in partnership with NHS stakeholders across oncology, pathology, genetics and chest medicine to establish a network of EGFR genetic testing centres to drive increased, high-quality testing with rapid turnaround times.
AstraZeneca UK engaged with leading oncologists, pathologists, geneticists and chest physicians to ensure that EGFR testing was conducted optimally to meet the needs of HCPs. A national steering committee was set up to review data from the laboratories, drive best practice and help develop educational materials for the wider healthcare professional community to increase understanding of the value of EGFR testing and overcome barriers to make testing available.
Astrazeneca UK's partnership with the NHS has led to a sea change in the delivery of personalised medicine in lung cancer. A total of 18 laboratories joined the national testing service; 219 tests were carried out in 2009 rising to 5,435 in 2010. The positive recommendation of gefitinib by NICE in July 2010 also recommended a 'test all' approach to EGFR mutation-positive testing for patients.
Despite the clinical benefits of gefitinib, AstraZeneca UK recognised that HCPs faced several constraints preventing them from prescribing gefitinib. ln 2009, there was no requirement to test for the EGFR mutation in advanced NSCLC, therefore these tests were not routinely carried out and no network of expertise existed. Without the mechanism to test for EGFR mutations, no patient could be given gefitinib, as it is licensed only for this subgroup.
Recognising that the lack of access to EGFR testing was a barrier, AstraZeneca UK worked in partnership with NHS stakeholders across oncology, pathology, genetics and chest medicine to establish a network of EGFR genetic testing centres to drive increased, high-quality testing with rapid turnaround times.
AstraZeneca UK engaged with leading oncologists, pathologists, geneticists and chest physicians to ensure that EGFR testing was conducted optimally to meet the needs of HCPs. A national steering committee was set up to review data from the laboratories, drive best practice and help develop educational materials for the wider healthcare professional community to increase understanding of the value of EGFR testing and overcome barriers to make testing available.
Astrazeneca UK's partnership with the NHS has led to a sea change in the delivery of personalised medicine in lung cancer. A total of 18 laboratories joined the national testing service; 219 tests were carried out in 2009 rising to 5,435 in 2010. The positive recommendation of gefitinib by NICE in July 2010 also recommended a 'test all' approach to EGFR mutation-positive testing for patients.
Judges’ comments
“This partnership is an excellent example of collaboration, which employed a multi-faceted marketing approach that included a variety of tactics to influence testing uptake by oncologists. This is a very good piece of work with clear results and significant behavioural change over a sustained period of time.”
