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Finalists 2010 - Patient Focus Award


Company: Merck Serono in association with Atlantis Healthcare UK

Campaign: This way up patient support programme


Company: Pfizer in association with Just:: Health PR

Campaign: Can you feel my pain?


Company: Pfizer

Campaign: Pain companion



This Award highlights the increasing importance of the patient within today's healthcare marketing. It relates to European, national or local projects undertaken in 2009 that demonstrated having made a significant and measurable difference to a specific group of patients.

Award sponsor

Celgene logo


Campaign overview -  This way up patient support programme

Company: Merck Serono in association with Atlantis Healthcare UK

This patient support programme for patients using the growth hormone Saizen, was developed to address the issue of adherence to therapy and the 'smart' drug delivery device they had developed earlier. Using health psychology methods to understand the issues, the programme (involving a new, interactive website) was designed to support both new and existing patients and delivered great results.


Judges' comments

"An outstanding, patient-centric proposal, which defined the needs of three patient age groups and provided engaging website content for support and information."
"This great campaign differentiates Saizen and supports patients at the same time and stakeholder feedback is very positive."


Stakeholder quote

"This has proved to be a consistently invaluable boost to my son's attitude to managing his Saizen treatment, because it has helped him fine-tune his attitude and stop him feeling so isolated. It has therefore been invaluable to both him and me too. 5 star service. I hope all kids can get such flexible and professional back up, wherever they live and whatever their condition."
Parent of a child with GHD on the 'This Way Up' Programme



Campaign overview - Can you feel my pain?

Company: Pfizer in association with Just:: Health PR

Can You Feel My Pain? is an innovative symptom awareness road show designed to empower people with neuropathic pain to recognise their specific pain and proactively seek medical help to control it. Through successful partnerships with six NHS Trusts, five patient advocacy groups and forty four healthcare professionals, all objectives were met or exceeded and two out of three people who received an in-depth HCP consultation planned to visit their local GP after the roadshow.



Judges' comments

"Good focus on patient empowerment and clear benefit to patients. They accessed pain sufferers and educated them about the steps they need to take to manage pain effectively."



Campaign overview - Pain companion

Company: Pfizer

Chronic pain is one of the most challenging problems in medicine. Its prevalence is widespread and it is a major claim on healthcare resources and the national economy.

Chronic pain affects around 7% of the UK population and the 2007 national GRIP report shows that 18% of the Scottish population also suffer. Access to specialist services is limited; GPs are reluctant to refer and waiting times are long. There is a general lack of knowledge about chronic pain and services around NHS Scotland.

The self-management toolkit 'Pain Companion' was developed in collaboration with NHS Lanarkshire and Pain Association Scotland for specific groups of patients suffering from chronic pain, to provide information and advice on self-management of the pain aspect of their symptoms. It also sought to change the perception of GPs of the management of patients and build confidence around appropriate treatment pathways.



Judges' comments

"This simple, focused and effective initiative showed good needs identification and close, productive collaboration that highlighted access to a vitally needed service."

"It was patient enabling with good NHS pull through and generated excellent impact. Definite stakeholder value with clear evidence of positive outcomes. Another win, win, win campaign."




 Other entries


Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021