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Celgene wins 2012 PMEA for excellence in ongoing brand management

Also receives recognition for internal capability development and orphan drug Vidaza

Celgene PMEA 2012

Biopharmaceutical company Celgene has won the Excellence in Ongoing Brand or Portfolio Management for Revlimid at the 2012 Pharmaceutical Market Excellence Awards (PMEA), beating MSD.

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

The company demonstrated the value, efficacy and cost effectiveness of Revlimid, putting its money where its mouth is and offering the treatment free of charge, after 26 cycles, through a pioneering patient access scheme.

The PMEA 2012 judges, chaired by Accenture's Dan Mathews, were impressed by Celgene's decision to switch the results for Revlimid from end-of-life to chronic use. 

“It was a well-structured and comprehensive campaign, with substantial insights and good evidence of evolution over three years. For a piece of marketing to switch the results from end-of-life to chronic is very impressive – it was a good decision and a brave one.”

Celgene also took home the Internal Capability Development Award and the Orphan Drug Award for its work on Vidaza. 

By the final quarter of 2010, Celgene was on track to achieve unprecedented commercial success with Revlimid and Vidaza; and the acquisition of Abraxis BioScience had been announced. As a result the company was entering a key transformational phase, which required the development of new capabilities with a focus on strategic planning and implementation in order to sustain such growth. 

Commenting on the entry, the judges said: “Celgene carried out an effective diagnosis of the capabilities it would need to progress to the next stage of its growth. It was really good at analysis and, crucially, actually committing to action afterwards. As companies have reorganised, there's often been a lack of clarity about how they change, but we've seen Celgene step up and recognise that it's not a time for disinvesting in its people.”

Celgene's success was attributed to it achieving its planned outcome of growth, reaching impressive sales levels and attracting leading new talent to the team, while ensuring its evolution was true to the founding culture and values of the company.

Vidaza is the first licensed treatment for the management of Intermediate-2 and high-risk myelodysplastic syndromes (MDS) across Europe. While clinicians saw it as a breakthrough treatment for patients with few options prior to the positive NICE appraisal in February 2011, there was limited experience of prescribing of Vidaza outside the MDS centres of excellence and larger teaching hospitals.

Following positive recommendation from NICE, Celgene initiated a three-pronged customer support programme, focusing on clinicians, nurses and pharmacists based in District General Hospitals (DGH), to ensure all patients across England were able to access the treatment on the NHS. The support programme was based on critical insights from European markets where Vidaza was widely used and existing prescribers and UK clinical trialists.

By the end of 2011, 35 per cent of all eligible patients had begun treatment. 

Commenting on the win the judges said: “Celgene's strategy was to get out of specialist treatment and focus on a broader market. It is striking how good the company is at changing the beliefs of people.”

More than 500 people attended PMEA 2012, which was held at the Hilton Park Lane in London, UK.

The annual event aims to recognise the work of companies in responsible marketing and business practices that enhance the reputation of the industry.

This year's awards attracted 73 entries across 18 categories, each addressing a key area of the pharmaceutical market.

See the full results of PMEA 2012
See a gallery of all the winners at PMEA 2012

30th November 2012

From: Sales



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