Finalist
Inspiring Confidence
Summary of work
In 2016, a head-to-head trial provided superior results to support a leading pharmaceutical company’s therapy for lung cancer vs a key competitor. Despite this, the therapy was not fulfilling its potential.
The company needed to fully leverage the trial data to change perceptions, increase prescribing rates and differentiate in a crowded marketplace.
The agency was tasked with developing a campaign based on rigorous science to inspire confidence and make the therapy the market leader. The strategy was to simplify a complex study into an immediately understandable package of materials that could be delivered in a targeted way. Excellent execution was key to success. A continuous flow of multichannel communications was pushed out over an 18-month period to educate oncologists and shine a light on the trial, revealing the true value of the therapy.
A shift in oncologist prescribing behaviours was confirmed by the therapy becoming market leader in the UK in 2016, with a 66% increase in sales. The brand manager of the therapy received the 2017 employee award for Outstanding Individual Contribution in Speciality care as a result of the campaign and its successful outcomes. The therapy retains its market leadership position to date.
Judges’ comments
Havas Life Medicom and Boehringer Ingelheim have put together a well-written entry that uses the core disciplines well. It is integrated with clear objectives and a good strategy. It covers many different channels and the judges said if they were the client, they would be delighted with the agency's work.
