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Excellence in Patient Education and Support

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by Thornton & Ross
with support from Pegasus

Summary of work

The OTC emollient market is highly competitive with seemingly little difference between products. That was the challenge ahead for Cetraben in 2015. Having acquired the brand in late 2014, Thornton & Ross decided to make the product range available over-the-counter, building on its Rx heritage as a widely prescribed brand. Great success was achieved by focusing beyond the cream. We took the bold step to help first, sell later, creating an emotional connection with our target audience by acting as a caring, authoritative brand that is genuinely committed to helping improve the lives of people with problematic skin. Using a creative activation theme of Improve your Skin-telligence, we launched an insightful and integrated campaign that positioned Cetraben as an enabler brand. Our multidiscipline campaign, encompassing social, PR and digital, helped make Cetraben the fastest growing brand in its market for two consecutive years, outperforming all competitors by some margin to achieve sales that far exceeded targets.

Judges' comments

The team delivered a solid and clever, yet interesting, piece of work that produced some meaningful insights. They engaged the patient to think about a novel therapy area, which we loved. Their objectives were clear throughout and enabled wide reaching delivery. Indeed, the results spoke for themselves.


On Path Patient Support Programme - UK - by Amgen
with support from Atlantis Healthcare UK

Highly commended

MyAsthma - by GSK
with support from The EarthWorks


Empowering Your Future - Living with Squamous Cell Lung Cancer - by Eli Lilly and Company
with support from Complete HealthVizion

Pfizer Liaison - Partnering to Provide Support and Improve Cancer Patients’ Lives - by Pfizer Canada
with support from Lemieux Bédard Communications

Skin-telligence - by Thornton & Ross
with support from Pegasus

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022