Winner
Sativex: Small Victories for people with MS spasticity
Summary of work
The Bayer Sativex (delta-9-tetrahydrocannabinol (THC) and cannabidiol (CBD)) UK launch in June 2010 was one of the only Multiple Sclerosis (MS) spasticity treatment innovations in over 20 years. Perhaps most exceptionally, it’s the first ever cannabis-derived medicine granted a marketing licence.
Sativex was launched into a stagnant market. It was long awaited and highly anticipated. Spasticity management in MS was considered something of a ‘black art’. Healthcare professionals (HCPs) and people with MS were frustrated from lack of innovation and options, some patients turned to ‘street cannabis’ for spasticity relief. The Sativex launch established a new therapeutic option for spasticity, re-energising the category and raising awareness.
Key stakeholder engagement meant customer needs and feedback were considered and acted upon, providing critical insights and considerable understanding of the current market situation, ahead of a multi-channel launch campaign.
Many people with MS were in a desperate situation, their spasticity symptoms uncontrolled by conventional medication. Managing expectations about Sativex’s benefits, through effective communication with HCPs working in MS, was Bayer’s highest priority. The campaign wasn’t about suddenly being able to climb mountains or run marathons, but things everyone takes for granted, things MS can cruelly take away – the ability to open a bottle, dry your hair or wear normal shoes. This became the ‘Small Victories’ campaign.
The consultative approach helped change Sativex perceptions, resulting in strong advocacy and good HCP uptake. Treatment access issues and the plight of people with MS in the current system were highlighted to HCPs and the public. Bayer drove all mobilising HCPs to fight for treatment access and improve spasticity management, initiating a much-needed review of current guidelines.
Judges’ comments
“This patient insight-led, market-shaping campaign shows very strong planning in every phase. The subject wasn’t sensationalised and given the risks faced they did a brilliant job in keeping it ethical. The result was a high-profile holistic campaign that changed perception.”
