Excellence in Multichannel Communications

Summary of work

Cutaneous squamous-cell carcinoma is regarded as manageable through surgery and radiotherapy. However, in 2018 an estimated 1,516 patients in the UK had advanced disease (aCSCC), associated with overall survival of just 8 to 15 months.
Without systemic options, there was pressure on surgeons to operate on patients with aCSCC, despite high risk of incomplete excision, recurrence, disfigurement, or functional loss.
The ASCENT multichannel programme raised awareness of Libtayo (cemiplimab) as the first licensed systemic treatment in aCSCC, and challenged the status quo in referral pathways and treatment considerations.
Incorporating oncologist-prescribed systemic treatments into a paradigm dominated by local interventions required a shift in responsibility from a surgeon-led patient pathway, to a more collaborative, patient-centric, multidisciplinary treatment-decision making approach. Through ASCENT, closely integrated with field force activities, the team implemented omnichannel engagement plans targeting segmented multidisciplinary team personas, challenging their traditional roles.
Without an established tradition of medical and patient advocacy, ASCENT has laid the groundwork for a treatment paradigm shift within 18 months of launch through an agile campaign. It has facilitated the building of a community the amplification of the voice of early adopters. NICE, surgeons and oncologists have described the introduction as a step-change for patients with aCSCC.

Judges' comments

ASCENT had good, clear, measurable objectives and a targeted approach that had been adapted mid-programme for COVID with great success The supporting materials clearly demonstrated the multichannel element of the entry and good outcome measures demonstrated increased awareness, confidence and action.