Pfizer is Prime winner in healthcare award Tanya Ryan-Segger
The pharmaceutical industry’s third annual PRIME Awards held in Sydney last week have been dominated by Pfizer Australia.
It picked up two gongs including the inaugural GP’s Choice Award and along with its agency partner, Grey Healthcare, best product launch for Caduet.
Caduet, a new cardio vascular (CV) product which aims to manage blood pressure and lower cholesterol, marks Grey Healthcare’s first major product launch for Pfizer.
Targeting medical professionals, the direct mail, print and PR campaign focuses on lowering CV risk and the relative low cost and compliance of taking one rather than several medications to treat the condition.
Pfizer’s win of the prestigious GP’s Choice Award – nominated and judged by general practitioners – is in line with the company’s positioning as a trusted, market-leading brand for health care professionals.
“We aspire to achieve the highest ethical standards and want to be regarded as leaders in the quality of our people and our medicines, the information we provide and as supporters of quality use of medicines,” Paul Hobbs, Pfizer Australia sales director said.
Industry heavyweight GlaxoSmithKline picked up an award for best marketing campaign for its Panadol brand. Mark Bailey, managing director Ogilvy Healthworld, said the win is “doubly rewarding” as Panadol is an enduring brand which presents a unique marketing challenge - to come up with an up- to-date, topical campaign that cuts through print, direct mail and online.
Novartis came out on top in the sales category with female sales representatives thumping their male counterparts winning all four individual awards and CSL picking up sales team of the year.
The advertising and marketing industry is often accused of overlooking the work within the lucrative healthcare sector, which prompted the creation of the PRIME Awards to reward excellence and effectiveness in pharmaceutical research and innovation, sales and marketing.
