Award for Best Corporate Communications

Summary of work

Winner: Every Eligible Patient: Unlocking the potential of the Cancer Drugs Fund

This programme embodies the best of pharmaceutical communications, bringing together the full range of disciplines in an integrated programme for the benefit of patients, while at the same time delivering significant business results. The team focused on solving problems, not fixating on internal processes, engaging a wide range of clinical, charity, policy and media stakeholders in a common endeavour to make the Cancer Drugs Fund (CDF) a success.

The result is that over 2,800 eligible patients have benefited from Roche medicines. If ever there was a moral and business case for proactive, smart and multi-disciplinary pharmaceutical communications, this is it.

Judges comments

This campaign was a well-written, standout entry. It was very comprehensive and easy to see what they achieved from both a tactical and strategic point of view. Everything really came together behind the company’s mission.