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Finalists 2010 - Orphan Drug Award

Finalist

Company: Otsuka Europe in association with Huntsworth Health

Campaign: Correcting the balance

 

Company: Pfizer in association with Euro RSCG Life

Campaign: Commitment to PAH

 

Company: Swedish Orphan Biovitrum in association with Alchemist Consultancy

Campaign: Saving lives - patients with hereditary tyrosinaemia type 1 (ht-1)

 


Criteria

This new category relates to the marketing of an orphan drug (for rare diseases or disorders) in the UK and/or Europe, at any stage of the product life cycle. Entrants needed to demonstrate a thorough understanding of the specific environment and show an appropriate marketing approach to drive the business forward.


Award sponsor

QiC Programme logo

 



Campaign overview -  Correcting the balance

Company: Otsuka Europe in association with Huntsworth Health

Details of this entry have been withheld in the interest of confidentiality at the request of the company

 

 

Judges' comments

"This was a great example of a coordinated product launch with impressive results. For a small company with no previous experience of product launch they tackled internal motivation as well as extensive pre-launch and post-launch marketing activities. It was especially challenging for the team to cover a European launch with global campaign requirements."

"A well thought out approach, using limited resources to engage a diverse pan-European audience in a consistent way."


 

Campaign overview - Commitment to PAH

Company: Pfizer in association with Euro RSCG Life

The prevalence and diagnosis of Pulmonary Arterial Hypertension (PAH), which is currently fatal, are low and the disease occupies a highly specialised field of medicine. It is a particularly tragic disease for young families as patients are usually females of child bearing age. While Pfizer waits for products in their pipeline, early diagnosis and treatment with products such as Revatio (sildenafil) can prolong the quality of life for the patient.

A dedicated business unit was established in January 2009 to achieve strategic objectives set for this therapeutic area. Through this campaign the team not only achieved commercial success, but also improved disease awareness among non PAH specialists, improved stakeholders' perception of Pfizer as a committed partner in the area and, most importantly, improved the prognosis of patients who are diagnosed early and appropriately treated with Revatio.

 

 

Judges' comments

"An excellent award submission with clear, measured outcomes and a very compelling candidate for this award."

 

Stakeholder quote

"This... was state of the art. I hope it's the start of collaboration between pharma and academia in this area of research."
Doctor D.W.

"This has really changed my opinion of Pfizer and the pharmaceutical industry as a whole."
Professor M.G.

 

 


 

Campaign overview - Saving lives - patients with hereditary tyrosinaemia type 1 (ht-1)

Company: Swedish Orphan Biovitrum in association with Alchemist Consultancy

Details of this entry have been withheld in the interest of confidentiality at the request of the company

 

 

Judges' comments

"The number of patients treated for this debilitating disease increased as a direct result of this campaign and the team can be proud that they are having a huge impact on the lives of those people unfortunate enough to suffer from this terrible disease."

 




 

    

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