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Winner 2010 - Orphan Drug Award


Company: Celgene UK & Ireland

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


PMEA Winner - Orphan Drug Award


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

The 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.

Orphan drug award


Judges' comments

"A very innovative access strategy to benefit patient care, this involved a huge amount of work with key stakeholders. They showed real determination to change NICE criteria, not just for themselves but for the wider benefit of others too. They were willing to adopt a blank sheet approach to the business model and produced a cracking piece of work."


 Other entries


Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021