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PMEA 2006: Results

The Pharmaceutical Marketing Effectiveness Awards 2006, held at The Dorchester Hotel in London's West End, was buzzing with anticipation

The Pharmaceutical Marketing Effectiveness Awards (PMEA) 2006, held at The Dorchester Hotel in the heart of London's West End, was buzzing with anticipation on Tuesday night, with the highest number of entries ever recorded in the event's history.

The PMEAs are open to all UK and European pharmaceutical companies and/or their primary marketing agencies, with entries critically judged by independent marketing experts from both pharmaceutical management consultancies and academia.

Chief judge on the panel, Anne O'Riordan, the managing partner of Accenture's Health and Life Sciences Practice in Europe, said of the event, It's great to see smaller companies entering and the quality of their campaigns is wonderful. PMEA is ultimately a celebration of success, as well as being great fun.

Twelve prize categories were up for grabs in what turned out to be a closely fought battle between the top pharmaceutical marketing teams in the UK and Europe today. Right from the start, PMEA host, BBC political commentator and radio personality Jeremy Vine, set the pace for the evening, whipping up the crowd and maintaining the excitement throughout.

Product launch of 2006 was won by Napp Pharmaceuticals for Butrans, a transdermal opiate for the treatment of severe chronic pain conditions in the osteoarthritis market. When judges saw how the Napp team had changed prescriber opinion in a very entrenched area, the decision was a foregone conclusion.

Leigh Mumford, product manager at Napp, said of the win, To receive this award means so much to us. The most important thing was changing the perception and prescribing of healthcare professionals toward Butrans.

Jo Kingham, assistant analgesic product manager, added, Absolutely delighted with the success this evening. Langland, the creative agency we've worked with on launching Butrans since its very birth, has played a huge part in our success tonight. I think it's the natural culmination of a lot of hard work.

PMEA's Small Company of the Year Award was won by ALK-Abello, a company that had restructured to outsource all of its functions, except marketing and finance, allowing a unique focus on value creation and augmentation of the current product portfolio. The success of the night continued with ALK-Abello's win of the Patient Focus Award for anaphalaxis treatment, Epipen. The company received a High Commendation for its marketing campaign for Epipen.

Peder Andersen, managing director of ALK-Abello, said of his company's success, Winning this award has been a fantastic reward for the huge team effort. Everybody in the company has pulled together in the same direction and now we are seeing the rewards.

The ultimate accolade, Company of the Year, went to sanofi-aventis, which was recognised for its outstanding achievement across its entire product range. Since Sanofi-Synthelabo merged with Aventis Pharma, the new team has pulled together with outstanding marketing campaigns throughout the difficult transition process and has achieved the second-highest growth figures in the industry.

Nigel Brooksby, sanofi-aventis' managing director and president of the ABPI, said of the award, The PMEAs have gained status and prestige year on year. We were very fortunate to win this in 2004, and we were runners up last year. It's absolutely fantastic to win it this year. We can really smell the roses tonight!

2006 has been a difficult year for the pharma industry. Companies small and large have been in the trenches, but the success stories revealed at the PMEAs have shown that a willingness to respond to change, foster communications and effectively channel the creative energies contained within a hugely talented workforce can reap great benefits for pharma and patients alike. Here's to a successful 2007!

2nd September 2008


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