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Company: Celgene UK & Ireland Campaign: Revlimid: working in partnership with the NHS to change the course of multiple myeloma |
Criteria
Innovation is implicit to all marketing activities, but does not have to be about the creation of new market opportunities, it could also be about capturing an exciting opportunity through a compelling and differential approach.
The judges decided the winner of this Award from all entries submitted in previous categories, looking for activities that demonstrated cutting-edge marketing excellence.
Campaign overviewThe marketing strategy for Revlimid's launch broke new ground in the way orphan medicines were appraised for their value and made available to NHS patients. Celgene were at the forefront of a campaign that mobilised a ground swell of patient, clinician and political support for the Health Technology Assessment (HTA) reform for orphan medicines and took the opportunities presented by a more flexible market access environment to find innovative ways to support Revlimid to market. |
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"Celgene mobilised a ground swell of support from patients, clinicians and political stakeholders for market access reform, not purely for their product. Having identified that existing NICE and SMC methodologies didn't work for orphan drugs, they were truly innovative in the way they collaborated with stakeholders, working diligently and steadfastly with their customers to address market access issues."
Other entries
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Finalists: Humira - a whole in one for Abbott by Abbott
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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 |