Edwards Lifesciences award-winning PR campaign highlights the complexities to ‘big, bold advancements’: PRIME Awards 2022

Marketing & Strategy: In recognising and celebrating excellence in healthcare marketing and communications in the pharmaceutical and life science industry, Health Industry Hub was the proud media partner for the PRIME Awards again this year.

Edwards Lifesciences was crowned the winner of the Best PR Campaign – Awareness and Advocacy. In an interview with Health Industry Hub, Pat Williams, Vice President of Edwards Lifesciences ANZ & Korea, reflected on the unmet clinical need behind the award-winning campaign that was led by VIVA! Communications, and shared the components that made the campaign such a success.

Pat discussed the benefits of engaging multiple stakeholders to drive improvements in access and the role of media, in its diverse forms, to drive policy changes in improving equitable and timely access to novel technologies.

He commented on the Zimmerman Review and subsequent report and the advancements he would you like to see to the complex regulatory and reimbursement landscape in Australia in improving better patient care and outcomes.

Pat stated “Our regulatory and reimbursement landscapes are antiquité. That’s it, period. They’re outdated. But it was interesting during COVID how things moved quickly when it had to be. Our ‘COVID’ is every day. We have patients that have numerous structural heart diseases and problems, which we can fix.

“What’s missing in this report is what industry, clinicians, researchers and patient groups want to see as to how we can make the reg and the reimbursement landscape approve these novel medical devices say in 200 days rather than 1300 days.”

He added “I would like to see the Albanese Government re-engage with the folks that were involved in this inquiry and take on some of the recommendations that were in the report.”

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