Excellence in Rare Diseases and Orphan Drugs

Summary of work

Vyxeos is the first new chemotherapy in over 40 years to improve survival for patients with a high-risk type of acute myeloid leukaemia (AML). After such a long period of dismal outlook for these patients, Jazz needed to challenge the long-ingrained belief that all chemotherapies are equal and that the prognosis of just a few months survival for these patients cannot be improved.

To create the driving force in a new era of AML treatment, Jazz set out to deliver a compelling campaign that would break through all the misconceptions surrounding AML treatment and be heard over the noise of several treatments coming to market after decades of nothing. It needed insight into the treatment pathway, attitudes and decision drivers for haematologists when making rapid treatment choices. It began with rigorous research that was ratified with an advisory panel made up of key opinion leaders and haematologists from across the EU5, who gave power and relevance to these insights.

Jazz’s strategic imperatives were built on this foundation, focusing on awareness of Vyxeos and its superior efficacy, educating haematologists to help swift identification of high-risk AML patients and ensuring all appropriate patients could access Vyxeos, to offer the opportunity for longer life.

Judges' comments

Greater than the Sum of its Parts joined the dots between clinical, payers and patients. It is a great example of a product launch in the rare disease market and Jazz Pharmaceuticals differentiated themselves in this busy market. They had ambitious objectives and KPIs with impressive results.