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 Charles Heeley, Senior Brand Manager, Haematology & Neurology, Bayer Healthcare "The launch of Sativex® (first cannabis-based medicine) was extremely delicate and complex with a wider range of stakeholders compared to more 'traditional' medicines. Due to the nature of the product a high-level of media attention was anticipated which carried a great risk if not managed correctly. Liberation was brought on board at an early stage to ensure that we work effectively in partnering with the media, so that only responsible, balanced and accurate information about Sativex® appears in the public domain. Liberation team members immersed themselves into the brand and very quickly became known and respected within the core team and also within the target customer group. The launch of Sativex® was extremely successful. Due to the input and hard work from Liberation, we achieved across the board media coverage. More importantly the story remained focussed on the medical benefits and disease awareness, highlighting the patient not the politics. The partnership was not just for the launch activities - I am happy to be working with Liberation to fulfil a successful lifecycle of the brand." |
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