On the agenda: Breast cancer pill available on NHS

Thousands of women across England and Wales with a family history of breast cancer will be offered a pill on the NHS that could prevent the disease.

Pill: Offered to patients at risk of breast cancer
Pill: Offered to patients at risk of breast cancer

In more detail

The National Institute for Health and Care Excellence (NICE) said the NHS should provide these women with either tamoxifen or raloxifene, drugs that can help to stop the disease developing if taken daily for five years. NICE said that breast cancer is the most common form of the disease in the country, with one in five cases associated with a family history of cancer. 

PR strategy 

NICE’s comms team led on the distribution of the news and the day before the announcement, organised an embargoed press conference. It organised filming in a Manchester hospital. The film was released via its website and made available for online publications and broadcasters and to use.

The team issued a press release that went to national, trade, specialist and regional press. It helped to arrange interviews, working with charities such as Breakthrough Breast Cancer to provide case studies.

Media coverage

NICE’s seven spokespeople did more than 40 broadcast interviews for the story. The news made the front page of the Independent, the i and the Daily Express, while running across all national and broadcast press.

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