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The PMEAs returned for its 22nd year, with attendees celebrating the very best achievements in pharmaceutical marketing excellence.
The annual ceremony welcomed a high number of entries from companies across the pharmaceutical sector, each contending for the coveted awards. The evening began with a captivating opening speech from the night’s host, breakfast TV and sports presenter, Mike Bushell.
Bushell gave thanks to all of the participants in this year’s awards, as well as recognising the enormous pressures healthcare systems and the pharmaceutical industry has been under over the past three years. He then engaged the audience with a game of ‘sport or spoof’, raising the already palpable excitement of the crowd ahead of the presentations.
Chair of the judges for PMEA 2022, Dr Paul Stuart-Kregor, followed with remarks on the outstanding level of entries submitted. He offered his thanks to his fellow judges and noted the high standard of discussion and thorough considerations that went into producing the final outcomes for each category.
This year – just as those that have preceded it – the categories included in PMEA were carefully reviewed in order to meaningfully demonstrate and reflect the ever-changing medical and pharmaceutical landscapes.
Among the 16 categories featured, two new categories were added: Excellence in Public Health and Excellence in Organisational Transformation.
‘The Invisible Opponent’, created by Campaign Against Living Miserably and Seven Stones Collective took home the award for Excellence in Public Health, while the winners of the award for Excellence in Organisational Transformation were the team from Whipps Cross and Newham University Hospital with their entry titled ‘Developing and Centralising a Nurse Led Transperineal Biopsy Service Under Local Anaesthetic’.
There was a double win for L’Institut Servier and its supporter MedScape Medical Affairs, with the team receiving the second award of the night for Excellence in Healthcare Professional Education and Support Programmes with its entry, ‘Transatlantic Exchanges: Driving Therapeutic Innovation in Oncology for the Benefit of Patients’.
The group were also awarded the gong for Excellence in Innovation, with their patient-centric submission titled ‘Transatlantic Exchanges in Immuno-Oncology: Making Breakthroughs in Clinical Oncology’. MedScape took to Twitter to share its success, celebrating “teamwork at its finest”.
Teamwork was also recognised in this year’s Excellence in Collaboration and Partnerships category, which saw the team from Gilead Sciences and 90Ten reap the rewards of a successful alliance with their winning campaign, ‘Find Your Four To Live Well with HIV’.
In what the judges dubbed ‘a beautifully simple solution to a pressing need’ underpinned by a ‘bold and imaginative’ approach, Merck KGaA and Bedrock Healthcare Communications won the award for Agility Award in Pharma Market Excellence with their submission, ‘Accelerated Virtual Consensus Programme: Multiple Sclerosis and COVID-19 Vaccination’.
The award PMEA Support Agency of the Year was given to CMC Affinity, with the judges recognising the group’s constant strategic focus driven by strong growth and evidence, alongside excellent client dashboard metrics.
The winner of The Judge’s Special Award for 2022 was Novartis Gene Therapies with an entry that the judges said ‘paved a new way’ and ‘created a blueprint for other high price medications’ with an emotive narrative, giving hope and support to families who had otherwise not been able to access other available treatment options.
As the ceremony neared its end, all eyes were on which company would receive The Lucid Group Award for Company of the Year, a title won by Takeda in 2021.
The 2022 shortlist was between Novartis Gene Therapies and Roche, both of which offered well considered, innovative and agile contributions. However, taking the top spot as winner for PMEA 2022 was Roche, with the judges noting the team’s ‘openness, honesty and innovation’ coupled with a ‘clear impact on results’ made possible by impressive agility.
An evening of celebrations followed with networking and dancing into the early hours of the morning, drawing another successful PMEA show to a close.
The full PMEA 2022 results can be viewed here.
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