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Winner 2010 - Customer Focus Award


Company: Roche Products in association with Darwin Healthcare Communications

Campaign: Lung cancer nurse academy and resource (LUNAR)


PMEA Winner - Customer Focus Award


All great marketing should have customer focus, whoever the customer is – the carers, the government, the physician or a myriad of other health professionals, the payers and commissioners, and NICE. As a key criterion throughout the PMEA scheme, customer focus should be evident in all entries. This Award highlighted the importance of customer focus within marketing and judges wanted to see a well-defined and dedicated initiative – not just 'business as usual'.

Award sponsor


ZS Associates logo "Customer focus is what it's all about. After all, influencing, convincing, supporting, or teaching the customer is always the aim - whether they're patients, carers, healthcare professionals, or budget holders. Excellence in any customer facing initiative means first gaining empathy with that customer, and then addressing their needs through flawless execution."
Brian Lefebvre, principal, ZS Associates

Campaign overview

Erlotinib, an orally active targeted treatment that significantly prolongs survival in patients with non-small cell lung cancer, requires a different approach to cytotoxic chemotherapies in the management of potential side effects. A clear need for an educational programme for the lung cancer nurse specialist was identified, to support daily practice for this key stakeholder group, whose limited experience with the product had led to a lack of optimal management strategies and follow-up protocols for patients.

Customer focus


Judges' comments

"They focused on helping nurses and allied professionals to raise the standard of care for patients, whilst providing value to stakeholders, and so captured the very spirit of customer focus."

"A great investment that united and aligned key customer groups and provided much needed support to build on best practice."


 Other entries


Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022