Finalist
Are You Sitting Comfortably? Tackling the UK’s last Taboo…
by Real Chemistry for Novo Nordisk
Summary of work
- Around 6 million women in the UK live with vaginal atrophy (VA), a condition caused by declining oestrogen levels after the menopause, which results in vaginal dryness, itching or uncomfortable sex. However, two in five women won’t seek help from their doctor, instead living with discomfort, which is chronic, progressive and will not resolve without treatment
- To improve the vaginal health of post-menopausal women in the UK, Novo Nordisk wanted to broaden the access to its clinically proven treatment, Vagifem®, and pursued the reclassification process from a prescription-only medicine (POM) to a pharmacy-only (P) medicine
- At launch, Gina® became the only product available without a prescription that effectively treats the cause of VA after the menopause, and the first and only HRT treatment available without prescription
- But for many women, menopause and its side effects are difficult to talk about even among themselves, let alone with an HCP or in public. Our challenge was to empower them to unshackle from society’s ancient embarrassment and take advantage of the first effective solution from pharmacists.
Judges’ comments
Real Chemistry and Roche impressed the judges with the strength of the campaign and the excellent results. It was clearly a clever process and the insight was solid. The were agile and adjusted the strategy when needed.
