A very favourable verdict

Guest delegates of Daiichi Sankyo UK at the European Society of Cardiology Congress were subpoenaed to appear on a jury at The Formulary Court of Justice, where the case to have Olmetec (olmesartan medoxomil) on formulary was put on trial. The scientific evidence, for and against, was presented to the jury by lawyers (fellow delegates). The jury provided a unanimous and positive verdict that clinicians should be able to prescribe Olmetec with recommendations for its positioning. Further to and as a result of the 'court hearing', five delegates have made formulary applications – with three successful, two pending. The verdict: Improved access to treatment for prescribers and patients.

 
"I rest my case, M'lud!" A mock courtroom provided the scenario for delegates to debate the benefits of Olmetec.

Challenge
With the first impending genericisation in class, Daiichi Sankyo UK was concerned prescribers would face restrictions on using the blood pressure-lowering agent Olmetec, one of the last in class to market. The company needed to differentiate Olmetec in an undifferentiated market and communicate its distinguishing features and patient benefits to prescribers and influencers.  

Solution
The Olmetec on Trial promotional meeting was held in the style of a court with a judge, lawyers and jury to stimulate debate about the inclusion of Olmetec on formulary, in the context of real-life pressures such as the National Institute for Health and Clinical Excellence (NICE) and the Quality and Outcomes Framework (QOF).

By using this innovative approach, it aimed to promote retained understanding of Olmetec's features among doctors and prescribing advisors. It gave attendees the information required to make a successful application for Olmetec on their local formulary.

In a format thought to be the first of its kind, four delegates acted as lawyers (two on each side) to present arguments and counter-arguments at the meeting. The remaining attendees were jury members, the agency facilitator played the judge and company personnel (from the medical team) acted as legal secretaries to clarify technical details.

Results
The jury response was positive and support was secured from 41 per cent of delegates (against target 25 per cent) to champion an application to improve Olmetec's position or make it available on formulary. To date, three of the five applications for inclusion of Olmetec on a formulary have been successful. One participant was so motivated by the brand data seen at Olmetec on Trial that he has set up a PCT-wide joint working initiative with Daiichi Sankyo UK to develop a non-promotional, better hypertension management service.

As a result of the success, the company has invested heavily in the concept and the programme has been developed and digitalised for use nationwide by the sales force in audiovisual meetings and will also roll out via a series of regional GP meetings in 2010.

Client verdict
"The Olmetec on Trial format delivered balanced and compelling communication of scientific data for our customers, which has enabled them to facilitate improved access to treatment for patients through successful and formulary applications. It provided a real sense of action-based learning in a memorable and fun way for the attending physicians."

Rob Elliott, primary care brand Manager, Daiichi Sankyo UK

Communiqué Awards 2010
Olmetec on Trial was the winner for Best Communication of Scientific Data at the Communiqué Awards 2010.

Case study details

Client: Daiichi Sankyo UK
Agency: Ash Healthcare
Campaign: Olmetec on Trial
Timescale: July 2009 to December 2009