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Finalists 2010 - PMEA Company of the Year (<£150m)


Company: Astellas


Company: Merck Serono




Open to any pharmaceutical, life science or medical device company operating in the UK and/or Europe, this Award goes to a company that can demonstrate outstanding marketing achievement across its entire product range.

Award sponsor

sanofi-aventis logo

Company overview - Astellas

Astellas delivered another excellent performance in 2009,  breaking through their ambitious revenue targets and becoming one of the fastest growing pharma companies in the UK. Behind this success sits a passionate focus on the patient and a real commitment to teamwork across the whole organisation. Vesicare has proved to be a strong engine of growth and the brand team has continued to pursue an innovative and effective marketing strategy including a TV campaign raising awareness of urinary incontinence and an eye-catching exhibit at the RHS Hampton Court flower show. Astellas also succeeded in changing prescribing behaviours in the transplantation market with their "Be Specific" campaign.


Judges' comments

"We were impressed by the strong cohesiveness of the Astellas leadership team and their commitment for people development, placing a high value on both 'Thinking' and 'Doing'.  Astellas is a small company that is punching well above its weight."



Company overview - Merck Serono

In 2009, Merck Serono took 50 per cent of the marketplace with Saizen; increased total revenues by 6.6 per cent … and also rebuilt the entire company. One of its initiatives was the introduction of a Health Clinical Excellence (HCE) department specifically to provide NICE with information. This is a company that gets close to its customers through the setting up of support teams for HCPs and patients – its iCare team has been specifically created to ask customers, “What do you need?” and “How can we help?”  The company pushes the boundaries in everything they do – without bravado and self-promotion – and encourages employees to be prepared to take risks. The old pharma mentality of being 'power driven' was shown the door; in 2009 their business model became 'knowledege- driven' with marketing repositioned as about 'alignment' and clinical commercial convergence.


Judges' comments 

"Customers describe Merck Serono as: "Always going the extra mile," and, while business was good, there was a significant shift in 2009 towards a company ethos of business being driven by the needs of the patient, not profit."




Other entries







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