Established Product Management

Summary of work

Bowel cancer that spreads to the liver is one of the biggest cancer killers in the UK and innovative solutions are needed that can offer extended survival for patients. SIR-Spheres microspheres is a radiotherapy procedure that delivers millions of microscopic radioactive beads directly into tumours in the liver which can significantly extend life. With awareness of the procedure low, there was a clear need to educate patients and healthcare professionals about this life-extending treatment while helping them to understand where and how they can access it.

By developing an integrated product campaign that mobilised clinical advocates, supported patients to tell their story and harnessed the power of the media, Sirtex, makers of SIR-Spheres, saw a dramatic increase in awareness among patients and physicians and referrals for the procedure.

Judges' comments

This was a strong campaign for unique products that made powerful use of mass media for a very local-focused programme that achieved results. All in all it was a good example of raising treatment option awareness.