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Winner 2010 - Patient Focus Award


Company: Astellas Pharma in association with Wizzard Communications

Campaign: Empowering patients with overactive bladder


PMEA Winner - Patient Focus Award


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.

Judges were looking for proof that entrants had identified how their campaign directly contributed to, for example, increasing the level of patient compliance, or modified the perception or behaviour of patients leading to improved diagnosis and treatment (taking into consideration the regulatory bounds and codes of practice.)

Award sponsor


Celgene logo "A focus on patients is the main motivation for dedicated pharmaceutical marketers, delivering life-improving therapies to those that need them. Passion for patients is a core value for Celgene so it was clear that this particular award is the one we would like to be associated with." 
Sam Pearce, general manager, Celgene UK and Ireland

Campaign overview

During 2009, Astellas made very real progress towards making a difference to undiagnosed patients with the symptoms of overactive bladder. Added impact and credibility came from running the campaign in partnership with the Bladder and Bowel Foundation. By retaining a single minded focus on three strategic imperatives, the team delivered a series of innovative, memorable and highly effective initiatives resulting in improved diagnosis and treatment of this highly debilitating condition.

Patient focus award


Judges' comments

"This exciting and high-impact campaign really delivered. It showed highly effective collaboration with patient organisations, changed perceptions, reversed a declining market trend, increased sales and improved patient outcomes so generating positive outcomes for all stakeholders."

"This campaign clearly demonstrates that focusing on patients in the right way will deliver great results."


 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