Finalist
Cosentyx® global launch
Summary of work
How did media relations play a pivotal role in the third most successful product launch of 2015 (measured by sales)? The answer involved new thinking, engaging content and world class execution.
Novartis Global Communications and the agency worked together to support the global launch of Cosentyx®, a next generation biologic for the treatment of psoriasis, psoriatic arthritis (PsA) and ankylosing spondylitis (AS) - conditions that often gain low media traction.
The solution was to place the patient at the centre of everything they did, listening to their needs and working with them to tell their stories through a unified voice. They collaborated on stories with bloggers, media and patient groups from the outset, and brought much-needed disease education materials, disease awareness, news and data milestones to life with imagery, video and real-life storytelling.
The programme resulted in over 3,000 articles reaching in excess of 2 billion people, including 15 million from social media. The sustained media coverage allowed Novartis to dominate share of voice in a highly competitive market, during a pivotal year for the brand.
Judges’ comments
It was a big year indeed for this team and they packed in a great deal. The Cosentyx launch demonstrated a really solid global strategy with strong tactical implementation remaining true throughout to their “patient at centre” approach.
