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Creating a faithful following

by Reynolds-MacKenzie for Bristol-Myers Squibb

Summary of work

Creating a faithful following

Opdivo (nivolumab) is a pivotal part of the Bristol-Myers Squibb (BMS) portfolio and it stands alone as a key innovation in the field of Immuno-Oncology (I-O). In 2015, this innovation needed to be matched with advocacy and support for access, so that patients could ultimately see the benefits.

PR was to play a vital role in shaping understanding and anticipation for this brand. However, it was an uphill struggle. First hand feedback was that this is increasingly ‘old news’. Coupled with this, it was expanding into tumours that struggle to get media space, the science became more complex and the competitive space grew significantly.

The team embarked upon a strategy that would not just tell the Opdivo news, but tell its story. Using exceptional media understanding and by building long-term relationships with everyone inside the media’s go-to sphere, they created a faithful following that saw people want to come back to the story, time and again. Results across 2015 included widespread media coverage that drove awareness of the brand, but that also delved into depth on I-O. The brand now has an unprecedented foundation of support, with people across the UK keen to see more and more patents able to benefit.

Judges' comments

This campaign is an excellent example of pure media relations. Reynolds-MacKenzie built brilliant 1-2-1 relationships with a specifically focused group of journalists and it has a long-term build that will continue well into the future for their client. It was hardworking and the results were phenomenally impressive.


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Category Sponsors

Dr Richard White, MP PhD, Oxford PharmaGenesis - Communiqué Judge

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

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