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The GSW Worldwide Marketing Team of the Year Award

Finalist

Vidaza

Celgene


Summary of work

Clinicians viewed Vidaza, the first licensed treatment for the management of high risk Myelodysplastic Syndromes (MDS) across Europe, as a breakthrough treatment for patients with limited alternative options. It was therefore imperative that Celgene secured positive NICE appraisal to ensure patients were able to access the treatment on the NHS.

The team had its work cut out, as MDS is a relatively unknown condition outside the haematology arena, and continual challenges in the NICE assessment of treatments for rare diseases meant that Celgene had to employ a strategy which not only ensured payers and clinicians were aware of the clinical and cost benefits of Vidaza but also overcame barriers relating to the lack of familiarity of the disease.

To this end, Celgene worked with a diverse range of stakeholders to implement a nimble multi-dimensional market access, medical education and an integrated PA/PR campaign. This not only secured a positive NICE outcome but also quickly maximised the introduction of the Cancer Drugs Fund (CDF) resulting in every Strategic Health Authority (SHA) in the country placing Vidaza on its CDF priority list and making it the third most accessed drug via the fund.

Judges comments

“Celgene demonstrated strong recognition of the healthcare environment it was operating in. The approach was highly effective and ahead of the game. An excellently executed market access strategy that addressed drug administration issues head on and overcame hurdles.”