Excellence in Managing Established Products

Summary of work

For women of child-bearing age (WoCBA) with rheumatological conditions, the joy of becoming pregnant is often accompanied by fears that their disease will worsen during pregnancy or that their disease or treatment will harm, or be passed on to, their baby.

Following a directive from an international European League Against Rheumatism (EULAR) Task Force calling for the development and dissemination of rheumatic drug exposure data to help to improve the management of pregnant and lactating patients with rheumatic diseases, UCB Pharma S.A. embarked upon a WoCBA-dedicated, evidence-based, creative educational campaign to inform healthcare professionals that, if clinically needed, CIMZIA could continue to be used pre-partum and post-partum.

The campaign centred around a unique ‘No Compromise For Her’ creative rebranding, ultimately showcased at the EULAR 2018 UCB booth, which featured a number of striking and innovative WoCBA-focused activities.

Three months after the campaign launch, awareness of CIMZIA’s pregnancy and lactation data increased significantly from 50% to 78% across the EU5 countries, and the proportion of rheumatologists who believed that a woman falling pregnant should discontinue her anti-TNF, decreased markedly from 64% to 37%.

Judges' comments

‘No Compromise for Her’ was as all about change. It was extremely well set out and shared the decision-making, including from a patient perspective. It targeted the patient profile, aligned to an unmet need was solid from end to end, with great outcomes.