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Communiqué 2006 Writing Excellence Winner: Little Bruisers – Parenting Mentoring Scheme |
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We worked with the market leader in haemophilia, Baxter BioScience, on a mentoring and support scheme for parents of children newly diagnosed with haemophilia. As a part of the project, we developed comprehensive reference materials to be used as a resource pack. The resulting Little Bruisers mentor pack involved many stakeholders and reviewers, all of whom applauded its breadth, accuracy, usefulness, tone and simple language, and was endorsed by Great Ormond Street Hospital and The Haemophilia Society. The materials were also used to train the mentors, who universally rated them as excellent. |
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PMEA 2006 Innovation Commended CATS /sanofi-aventis and BMS |
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The antihypertensive market in the UK is notoriously competitive. Due to licensing, Aprovel (irbesartan), one of seven ARBs on the market, was popular with diabetes and renal specialists but not ‘front of mind’ for the cardiology community. We worked with the renal and diabetes communities to gain acceptance in cardiology for the testing of microalbuminuria (MAU), defined as a small amount of protein in the urine. This highly creative and well executed programme reaped tangible benefits for Aprovel – engaging influential KOLs, changing established clinical guidelines and increasing Aprovel’s dynamic capture rate from 7.3% to 10%. |
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It Takes Two to Tango ABPI |
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‘It Takes Two to Tango’ was an awareness-raising campaign designed to address the medical profession’s lack of understanding about the pharmaceutical industry’s Code of Conduct. Coverage in the specialist press, speaker slots at key conferences, and support from many key stakeholder organisations all ran in conjunction with the first Code Day. Now 73% of doctors are aware of the Code and the number who believe it to be an effective means of regulating the industry has risen by 22%. |
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2005 Cmmunique Best use of UK Meetings Winner Licensed to Rx? - Sanofi-Synthelabo |
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We worked with Sanofi-Synthelabo to develop their annual urology meeting as a launch platform for a new acute urinary retention (AUR) licence for the alpha-blocker Xatral XL. The meeting highlighted the medico-legal issues surrounding treatment and the importance of using evidence-based, licensed treatments. An audience of 94 key decision makers attended, resulting in a total of 80 further regional meetings. Following the meeting the brand secured a position on 57 shared care protocols, 95% of clinicians not already using it made it their treatment of choice in AUR and its market share in the condition increased by 16%.
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Changing the Face of Asthma Global Asthma Coalition |
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Asthma is a global healthcare problem, with many stakeholder groups and organisations. To foster partnerships and improve patient outcomes we founded the Global Asthma Coalition, a voluntary body dedicated to improving the lives of the millions of people around the world who live with asthma, aiming to raise the level of expectation for management of asthma worldwide. With multi-company sponsorship, the Coalition developed an evidence-based review of international research and writing, which it discussed at a one-day multi-disciplinary workshop.
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2004 Communiqué Best Use of Publications Winner: Rising to the Challenge of Heart Failure |
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Eucardic (carvedilol) for heart failure is a beta-blocker, an under-used medication, in the condition despite overwhelming evidence that they save lives. Building on a key publication and an impending NICE review, we developed a media campaign with a focus on raising awareness of heart failure and Eucardic, featuring: a national and medical media roundtable; case studies; fact-sheets; features and articles. More than 70 pieces of print coverage were obtained, with a combined audience of more than 17 million. Roche reported an increase in sales of 37% beyond target within 12 months, with significant rises seen following each news event. |
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Institute of Public Relations Award 2004 Shortlisted:National Men’s Health Week – It’s in Your Hands |
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National Men’s Health Week aims to encourage men to be more proactive about their own health. Research revealed that there is still a social divide, with men in a lower income bracket being less aware, and less inclined to access existing health services. To target the desired audiences we secured the support of the betting chain, Ladbrokes, and ran a media campaign with popular celebrities that resulted in substantial tabloid press coverage with a total media reach of 60million. A slot on This Morning resulted in 700 callers for advice and the Men’s Health Forum website also received a 68% rise in ‘hits’ on the launch day. |
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Challenging Clinical Opinion - DatSCAN Differential Diagnosis Symposia |
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Accurate and early diagnosis of Parkinson’s disease (PD) is notoriously difficult and a wrong diagnosis can impact strongly on patient outcomes. Despite high awareness of DaTSCAN, a neuro-imaging test and diagnostic tool, neurologists were not using it. We directly challenged the complacent confidence of clinicians with two symposia at key neurology congresses. We put a top-tier KOL in the spotlight with case studies, resulting in 3 out of 5 misdiagnoses. In one case 100% of the audience got it wrong. When surveyed, 76% of clinicians with access to DaTSCAN said they would start to use it or increase their usage. |
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Tapping into the broadcast challenge |
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Provigil© is a well tolerated therapy for narcolepsy that restores a normal pattern of daytime alertness. Unfortunately narcolepsy is poorly understood and many sufferers do not realise that help is available. Research has revealed that previous consumer media coverage raising awareness of the disease had been the most significant driver of patient self-referral and this has been shown to have a direct correlation on sales of Cephalon’s Provigil. |
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Reaping the Tangible Benefits |
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Boots Hearingcare launched its services in 2001, with the Songbird disposable hearing aid. In 2002, a state-of-the-art digital version was introduced on the high street for just £26 per ear, per month. Given the mistrust of the private audiological market due to sharp and often unscrupulous practices, it was considered vital to the success of Boots Hearingcare that its service, including Songbird Digital, be viewed as professional, reliable and an alternative to the NHS, worthy of recommendation to patients who sought such endorsement. |
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