with patients and professionals could be further honed for greater impact. It was important that the culture of the family-run business continued to shine through whilst technical advancements and overseas expansion took place. The benefits of Paxman’s solution also required greater emphasis.

It is clear that the

longing for normalcy is not gender- specific, so nor

should the provision of the cold cap.

therefore been meticulously designed from lightweight silicone through which a liquid coolant can easily pass for optimum effectiveness. In fact – as part of the FDA clearance process – the Paxman scalp cooler was used in the first-ever randomised clinical trial to evaluate modern scalp cooling, which revealed that hair was preserved in more than 50% of the women who used it. There are currently more than 2,700 Paxman systems in use in 32 countries worldwide.

But the goal to remain at the forefront of this progressive industry requires an unswerving commitment to continually analysing every facet of the business, not just the treatment method itself.

Recognising the magnitude of the company’s growth plans in 2015, for example, the Paxman team began to work carefully on the evolution of the brand.

This has never been a crowded market, but it was clear that Paxman’s visual identity and the language used across all communications

To support Paxman with this strategic project, brand consultancy The Engine Room was appointed. Exploratory insight workshops were held with everyone from colleagues to wider stakeholders including patients and medical associates, to help understand and elevate the company’s true proposition.

The Paxman family’s personal experience of cancer treatment means the organisation is not just a business, and the search for international expansion is far from a corporate growth quest. The export strategy means that the family-run firm can improve the quality of life in an ever- increasing number of cancer patients worldwide, irrespective of their location, and that passion is more than skin deep.

This authentic sense of purpose had to be conveyed in all manifestations of the Paxman brand, from slick but personal new company websites, to honest patient-driven campaigns such as the ‘Paxman Pioneers’ stories designed to drive further engagement.

Elsewhere, ongoing investment and dialogue with oncology experts has enabled Paxman to further the technical progression of the scalp cooling system, and as the technology has evolved so too has the overseas use of the cold cap, as hoped.

Last year saw a landmark moment, for instance, when the Paxman Scalp Cooling System achieved clearance for use by the U.S. Food and Drug Administration (FDA). The clearance followed an extensive three-year randomised clinical trial involving 186 female cancer patients throughout the States, which revealed that the cold cap preserved hair in over 50% of the women who used it.

With more than 1.6 million diagnoses of cancer each year in the USA, it is hoped that this milestone development will offer patients a greater degree of choice and control during their oncology treatment. Cooling systems have already been installed in 59 sites throughout the country, and Paxman now has a six-strong team working on the other side of the Atlantic.

A further extensive regulatory process has led to approval by the Taiwan Food and Drug Administration in July 2017, and the subsequent appointment of licensed distributor Jiaxin Biotech Co. Ltd. Clinical trials are also underway in Japan, with clearance there hopefully attainable in 2018.

Now an established international brand with a compelling story to tell on an increasingly wider scale, Paxman is not about to stand still.

Significant investment is currently being ploughed into further technical developments to improve the efficiency of scalp cooling and ultimately raise the ‘zero hair loss’ success rate of Paxman’s cold cap, from 50:50 to 80:20 by the year 2020. A grant-funded, 930-patient trial has begun to discover if scalp cooling for 30 minutes aſter chemotherapy is as effective at preventing hair loss as the standard 90 minutes.

Having seen a growing number of men using the system in the UK over the last 15 years, it is also hoped that, in the USA, the scalp cooling treatment will soon be offered to patients with any solid tumour, not just females undergoing chemotherapy for breast cancer as is currently the case. It is clear that the longing for normalcy is not gender-specific, so nor should the provision of the cold cap. - 17 -

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