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Maximising melanoma milestones: the UK launch of Zelboraf

by Virgo HEALTH for Roche Products

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.


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Key dates

Entry deadline 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

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Tel: +44 (0)1372 414200

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Charlotte Garnade
Tel: 01372 414253