Finalist
Maximising melanoma milestones: the UK launch of Zelboraf
Summary of work
The launch of Zelboraf® (vemurafenib) was a major innovation in metastatic melanoma. One of the first new treatments in 30 years and a first-of-its-kind personalised therapy, it had natural news value and high client expectation. Given the significance of Zelboraf’s availability and that it was a new therapy area for the client, our goal was to go beyond ‘just a product launch’ with meaningful and rich media coverage. Significant challenges existed: a sensitive condition, with complex science and a noisy environment with multiple news hooks. Through a compelling, coxtextualised and consistent communications strategy and meticulous media relations, the UK PR team/agency delivered a continuous stream of coverage that was in-tune with the broader cancer medicine environment. 6 milestones in 9 months, >270 pieces of coverage, 80% of coverage containing at least 2 key messages.
Judges’ comments
This was a very strong, solid campaign. Another cancer story, but it was well orchestrated and achieved amazing regional and national coverage sustained from March through to November. The client must have been really pleased with this - we would have been.
