The Challenge
APCO was asked by Novartis Pharmaceuticals UK to undertake a campaign to shape the government's view of Glivec, a new treatment for leukaemia. Novartis wanted to secure funding for the new medication and avoid potentially reputation-damaging ramifications.
Glivec had been fast-tracked by the regulatory bodies in Europe, making it commercially available in the UK much earlier than expected. The health authorities had therefore not set aside funding for the new medication, and as a result, Novartis wanted to ensure that the budgets would be adjusted to pay for the product as quickly as possible.
In addition, over 500 patients were already benefiting from Glivec via a compassionate programme - under which Novartis provided the drug free of charge until it became commercially available. There was concern that if the local health authorities did not immediately start paying for the new treatment, existing patients might be denied the medication from which they had been benefiting for months. Aside from the risk to patients' health, this could have damaged Novartis' reputation.
The Solution
APCO's strategy was to develop a high-level briefing programme to build personal relationships with a small, focused group of those actually responsible for the decision. It was decided to do this discreetly, avoiding media and public attention.
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The Result
As a result of the campaign, the Department of Health issued an unprecedented letter stating there was "...no question of treatment being withdrawn from patients on funding grounds once the drug is licensed and the free Extended Access Programme supplies end…"
All patients were switched to the commercial drug, and local health authorities immediately began paying for the medication. In addition to the money gained from the early take ups of the commercial drug (approximately $2m), the environment became conditioned for the introduction of Glivec on a wider scale.
APCO received a commendation for its work on this project at the annual Healthcare Public Affairs Awards.
Services Provided
- Government relations
- Issue management
- Market entry & investment strategy
- Positioning
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The issuing of unprecedented guidance was a fantastic achievement for all those involved in this campaign - and most importantly was a source of tremendous relief to CML patients. There is no doubt in my mind that the strategic advice, dedication and professional work provided by the team at APCO was an essential ingredient in making this happen. 
