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Launch Excellence

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Launching Cosentyx®: Challenging the Status quo in Moderate to Severe Plaque Psoriasis

By: Novartis
With support from: 90TEN, Aurora, Open Health and Partners

Summary of work

In January 2015, there were four biologic treatments for moderate to severe plaque psoriasis, with Cosentyx® (secukinumab) about to be the fifth to market.

In a highly competitive marketplace, Novartis needed to create a compelling narrative, which spoke to the needs of the community and with a creative execution that stood out. Implementing a strategy which supported meaningful conversations throughout the patient journey, a collaborative launch programme was delivered, with a clear story through all activities.

Innovative digital tools, including a scrolling animation, were provided to the dermatology community to illustrate how Cosentyx® works. These were supported by meetings that facilitated conversations on key issues in psoriasis care and a series of materials to support specialist nurses with optimising patient consultations.

To accompany the educational activities, Novartis launched an integrated service that enabled hospitals to monitor the patient’s journey while they are receiving Cosentyx® at home.

A compelling submission to NICE resulted in Cosentyx® going straight to final appraisal determination (FAD) - providing patients with access to treatment within the shortest possible time frame.

The campaign resulted in 94% of attendees at one meeting strongly agreeing or agreeing that it is time to redefine treatment goals in plaque psoriasis.

Judges' comments

The Launching Cosentyx programme fundamentally challenged and lifted the diagnostic consensus and then ensured that new standards of care were accepted. It had a very strong execution and impact and reframed the conversation to reinvigorate the therapy area. The team also had the balls to do a UK-specific trial - which more people should do - before combining it with a comprehensive package of interventions and stakeholder engagement work.

Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021