The Pharmaceutical Market Excellence Awards programme (PMEA) reflects and represents an industry with high principles. The role of responsible marketing and business practice has great benefits for society, in getting medicine to the patient, ensuring that it is used in the best way and that the outcome is fairly evaluated.
The last few years have proven to be a particularly testing time for the healthcare industry and major challenges have had to be faced. This changing environment means that new, intelligent and creative ways of working have been introduced to bring about improvements in healthcare for patients and value for Healthcare Providers and payers.
Head judge Daniel Mathews says we saw three clear strategies:
- Simplifying and stripping back to marketing basics – really focusing on the core proposition and investing primarily in building high quality field teams to engage directly with influential customers
- Placing the ‘medical voice’ at the heart of all conversations – allowing it to shape the proposition largely independently of the company and engaging directly with researchers and opinion leaders
- Creating a holistic value proposition – focusing on how the total healthcare costs and outcomes can be jointly owned with the company.
Each of these strategies had winning entries. All the entries showed a strong focus on the patient with every entry demonstrating the desire to truly and ethically improve the health outcomes proposition.
