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Excellence in New Product Introductions

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  • Full Results
    • Winner

      A Licensed Systemic Therapy for Advanced Cutaneous Squamous-Cell Carcinoma

      by Sanofi Genzyme
      with support from Lucid Group


      Highly commended

      Takeda UK’s Launch of Takhzyro

      by Takeda UK
      with support from Hill+Knowlton Strategies


      Finalists

      TEPEZZA

      by Horizon Therapeutics
      with support from Weber Shandwick


Back to Results


Winner

A Licensed Systemic Therapy for Advanced Cutaneous Squamous-Cell Carcinoma

by Sanofi Genzyme
with support from Lucid Group


Summary of work

The earlier stages of cutaneous squamous-cell carcinoma (CSCC) are widely regarded as manageable with surgery and radiotherapy. However, a proportion of patients in the UK will go on to develop advanced CSCC (aCSCC), associated with overall survival of just 8 to 15 months. Without systemic options, there was pressure to operate on patients with aCSCC, despite high risks of recurrence, disfigurement, or functional loss impacting quality of life. For a successful launch, it was crucial to not just raise awareness of our product, but to also challenge the status quo in referral pathways and treatment considerations. Incorporating oncologist-prescribed systemic treatments into a paradigm dominated by local interventions required a shift from a surgeon-led patient pathway, to a more collaborative, multidisciplinary decision-making approach. The campaign targeted changes in attitudes and behaviour across the multidisciplinary team. Without an established tradition of clinical and patient advocacy, the groundwork for a treatment paradigm shift has been set within 12 months of launch by a targeted, agile campaign that has amplified the voice of early adopters and clinical experts, who described the medicine as a step-change in the treatment of aCSCC patients.

Judges' comments

The winning entry was very honest about achievements during a global pandemic. But, regardless, Sanofi Genzyme and Lucid managed to challenge existing treatment paradigms, delivered an impressive sales performance and genuinely improved patient’s lives.


Highly commended

Takeda UK’s Launch of Takhzyro - by Takeda UK
with support from Hill+Knowlton Strategies


Finalists

TEPEZZA - by Horizon Therapeutics
with support from Weber Shandwick


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