Excellence in Ongoing Brand, Portfolio or Business Unit Management

Summary of work

Strategy is everything when managing Multiple Myeloma (MM), a rare, incurable haematological cancer of the bone marrow. An orphan condition with a largely elderly patient population, it presents both treatment and communication challenges.

Dedicated to improving MM outcomes, Celgene’s biggest UK brand Revlimid^® (lenalidomide) had become niched. Held back as ‘salvage therapy’ by healthcare professionals with only a subset of the eligible population receiving treatment, a situation reinforced by NICE guidance and an established competitor. A long-term strategy was required to move the brand from habitual niche prescribing to where it has been shown to offer the most benefit to MM patients.

Given the challenges of a rare disease, comprehensive strategic planning included extensive collaboration with patient organisation Myeloma UK. This ensured the strategic approach was insight driven, sensitive to patients and suitable for an orphan condition.

Exceptional cross working and teamwork drove customer change, unlocking treatment options and ensuring all objectives were met. Revlimid’s second line market share overachieved targets and activities, ultimately helping patients receive treatments earlier and for longer, offering significant benefits in controlling disease progression and improving survival. Together the team helped shift the treatment paradigm, progressing towards Celgene’s goal of MM becoming a chronic condition.

Judges comments

Great work - we liked their clear focus on patient outcomes. They collaborated effectively with Myeloma UK and challenged the convention of treatment to move the product up the prescribing chain and create value for all.