Finalists 2010 - Customer Focus Award - PMEA 2010

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Finalists 2010 - Customer Focus Award

Company: Bristol-Myers Squibb in association with Inspired Science

Campaign: HIV futures

Company: Celgene UK & Ireland

Campaign: Revlimid: working in partnership with the NHS to change the course of multiple myeloma

Company: Janssen in association with Say Communications

Campaign: Marketing insights for NHS decision makers

Company: SSL International in association with Halesway

Campaign: Durex condoms and the 'free to consumer' market segment

Criteria

All great marketing should have customer focus, whoever the customer is – the carers, the government, the physician or a myriad of other health professionals, the payers and commissioners, and NICE. As a key criterion throughout the PMEA scheme, customer focus should be evident in all entries. This Award highlighted the importance of customer focus within marketing and judges wanted to see a well-defined and dedicated initiative – not just 'business as usual'.

Award sponsor

Campaign overview - HIV futures

Company: Bristol-Myers Squibb in association with Inspired Science

Armed with fantastic data and having the support of national opinion leaders in HIV, the team were faced with the challenge of communicating with regional specialists in a highly competitive area. They developed a programme that would succeed in much more than boosting the brand by delivering genuinely valuable educational content combined with inspirational best practice demonstrations across Europe.

These knowledge based sessions had a unique, innovative format and were well received for their educational value. The team gained widespread recognition from stakeholders due to their focus on the relationships that were built with key people, by being better able to understand the needs of physicians treating HIV.

Judges' comments

"Good smart objectives and a nice target setting framework."

"Nice customer focus and engagement – an impressive programme that really benefited regional physicians. The resulting change in clinical practice can only improve patient care. A real win-win-win situation for all concerned."

"An excellent demonstration of insight by focusing on those groups who are future decision makers or who hold real decision making power that is currently under-recognised."

Campaign overview - Revlimid: Working in partnership with the NHS to change the course of Multiple Myeloma

Company: Celgene UK & Ireland

Celgene's launch campaign for Revlimid broke new ground in the way orphan medicines were appraised for their value and in how they are made available to patients in the NHS. They were at the forefront of a campaign that effectively focused on key customer groups to mobilise a groundswell of patient, clinician and political support for HTA reform for orphan medicines. They then took the opportunities presented by a more flexible market access environment to find innovative ways to get the product to market. They successfully challenged the political, cultural and regulatory status to secure positive NICE and SMC guidance for Revlimid and ensure their implementation to increase treatment access for the eligible patient population.

Judges' comments

"Their focus on specific groups of decision makers resulted in great value for stakeholders."

Stakeholder quote

"I am delighted by the decision of NICE to approve Revlimid as third line treatment in multiple myeloma. It will be welcomed by my patient group. Access to Revlimid gives my patients hope in their fight against malignancy."
Myeloma/lymphoma cancer Nurse Specialist, St James's University Hospital

Campaign overview - Marketing insights for NHS decision makers

Company: Janssen in association with Say Communications

Marketing Insights for NHS Decision Makers is an innovative, tangible example of industry applying expertise to benefit clinicians and managers in today's NHS. An educational programme for mental health Foundation Trusts and other decision makers, it provided a platform for engagement with NHS executives at a time when an understanding of strategic marketing was becoming essential for Trusts to survive and thrive. The resulting cascade of expertise to managers and clinicians facilitated a more strategic and customer focused approach in the development of healthcare services, together for new opportunities to engage and take on the position of Janssen as a trusted adviser.

Judges' comments

"This was a sophisticated programme – innovative and bolder in its success than other programmes have been. It has great reach and has provided great value to customers."