Sanofi wins Excellence in Managing Mature Brands at PMEA 2013
Sanofi was among the triumphant companies at last week’s Pharmaceutical Market Excellence Awards (PMEA), winning two awards and picking up four high commendations.
The pharma company won both The Lionsden Award for Capability Development and the Excellence in Managing Mature Brands categories at the London event, which recognises responsible marketing and business practice in the pharma industry.
The Excellence in Managing Mature Brands award was for Sanofi’s work in the UK to revitalise its bile acid sequestrant Cholestagel.
Launched in 2007, Cholestagel initially had limited promotional activity behind it, leading to declining sales.
The brand team at Sanofi set out to put energy back into the product using customer insight, re-branding and integration of marketing channels to deliver a clear message to help change customer perception.
Judges praised Sanofi’s efforts, which resulted in a turnaround in sales performance.
“Sanofi took an interesting approach to engaging customers to help shape and drive the campaign and tools with impactful results … and through strong use of metrics showed improved brand adoption and performance across many areas,” said the PMEA judges.
Sanofi also won the Lionsden Award for Capability Development for its Sanofi Marketing College – a training programme for marketing teams developed with support from Uptake Strategies and Maxine Smith.
Judges said: “The programme demonstrated that Sanofi’s marketing capabilities were being addressed and clear improvements were being made; resulting in better marketing decisions as a result of this initiative.”
In the other categories, Sanofi was highly commended in the Accenture Award for PMEA Company of the Year, losing out to Janssen.
The company also received high commendations for its Sanofi Inspires programme in the ABPI Award for Excellence in Corporate Social Responsibility category and for its Diabetes Matters programme in the Excellence in Patient Focus category.
The final high commendation was in the Excellence in Customer Focus – Physician/Payers category for Sanofi’s Mozobil Funding Campaign.
Run by PMLiVE’s publisher the PMGroup, the PMEA programme is specifically designed to recognise and commend excellence, best practice and innovation in local, European and international healthcare markets.