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

"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.