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Excellence in Ongoing Brand or Portfolio Management

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Finalist

Revlimid

Celgene


Summary of work

Following NICE’s approval of Revlimid, for multiple myeloma (MM) in early 2009, we at Celgene set out to achieve not only increased access to the treatment, but also a whole new understanding of the disease itself. 

A full paradigm shift was required, from MM as an end-of-life condition, with a short-term approach and ‘treatment-free’ phases as the goal, to new understanding of it as a ‘chronic condition’ requiring continuous treatment – an entirely new concept for the medical profession and patients alike. 

Thus we worked tirelessly to educate the relevant communities on this new approach, to increase access while emphasising the importance of treatment duration to help drive overall survival – in which we now lead Europe, despite our third line (versus their second line) positioning. 

All the time, we demonstrated the value, efficacy and cost effectiveness of the treatment, even putting our money where our mouth is and offering Revlimid free of charge, after 26 cycles, through a pioneering Patient Access Scheme which is delivering exactly what we told NICE it would. 

As the first and only of its kind, the scheme and other learnings from the UK Revlimid approach are being viewed as best practice across Celgene Europe and by the UK oncology community.

 

 

Executive summary as submitted


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