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Aim

To help Boehringer Ingelheim fine tune and adapt its strategy regarding the listing of the new anti-coagulant, Pradaxa, on the Pharmaceutical Benefits Scheme (PBS).

Strategy

The life-saving drug was continually delayed by the ALP-Government and we worked on gaining support from the Coalition Opposition. This support resulted in the then Coalition Opposition pressuring the ALP Government, including via Senate Estimates questioning. We also worked with other BI consultants on the government campaign and the media campaign.

Outcome

Pradaxa won approval and is was listed on the PBS.