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Excellence in Rare Diseases and Orphan Drugs

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Winner

Greater than the Sum of its Parts

by Jazz Pharmaceuticals with support from Seven Stones


Summary of work

Vyxeos is the first new chemotherapy in over 40 years to improve survival for patients with a high-risk type of acute myeloid leukaemia (AML). After such a long period of dismal outlook for these patients, Jazz needed to challenge the long-ingrained belief that all chemotherapies are equal and that the prognosis of just a few months survival for these patients cannot be improved.

To create the driving force in a new era of AML treatment, Jazz set out to deliver a compelling campaign that would break through all the misconceptions surrounding AML treatment and be heard over the noise of several treatments coming to market after decades of nothing. It needed insight into the treatment pathway, attitudes and decision drivers for haematologists when making rapid treatment choices. It began with rigorous research that was ratified with an advisory panel made up of key opinion leaders and haematologists from across the EU5, who gave power and relevance to these insights.

Jazz’s strategic imperatives were built on this foundation, focusing on awareness of Vyxeos and its superior efficacy, educating haematologists to help swift identification of high-risk AML patients and ensuring all appropriate patients could access Vyxeos, to offer the opportunity for longer life.

Judges' comments

Greater than the Sum of its Parts joined the dots between clinical, payers and patients. It is a great example of a product launch in the rare disease market and Jazz Pharmaceuticals differentiated themselves in this busy market. They had ambitious objectives and KPIs with impressive results.


Highly commended


Finalists

INSPIRE: Improving Outcomes in Paediatric Cardiology - by AbbVie with support from Lucid Group

Palmoplantar Pustulosis Augmented Reality Tool - by Boehringer Ingelheim with support from OPEN Health

RAREfest - by Cambridge Rare Disease Network with support from Havas Life Medicom

Chronicity in Acute Times: Cablivi Access Challenge - by Sanofi Genzyme


Key dates

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