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Winner 2010 - Hill & Knowlton Award for Innovation
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Company: Celgene UK & Ireland Campaign: Revlimid: working in partnership with the NHS to change the course of multiple myeloma |
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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.
Award sponsor
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"At Hill and Knowlton, we strongly believe that to advance best practices in our industry we must acknowledge, reward and celebrate innovation – hence the importance of sponsoring this Award. We must encourage companies to move beyond their comfort zones in order to achieve even better outcomes."
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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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Judges' comments
"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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Sponsors
