Prime Awards 2022 winners announced

Marketing & Strategy: The 18th annual PRIME Awards was celebrated at the largest ceremony in the Awards’ history on Thursday 10th November, recognising excellence in healthcare marketing and communications in the pharmaceutical and life science industry.

Hard work, creativity and innovation paid off for a record number (61) of company finalists who walked the red carpet last night at a new venue for the PRIME Awards – the Sofitel Sydney Wentworth Hotel.

Hosted by the talented comedian Andrew Hansen, the evening kicked off in great form, shortly followed by an opening address by Elizabeth de Somer, CEO of Medicines Australia, on the progress in the pharma industry and the key lessons in understanding the infodemic and misinformation that has come about as a result of the COVID-19 pandemic.

Health Industry Hub was the proud media partner once again for the PRIME Awards and looks forward to the opportunity of interviewing some of the winners.

Full list of winners

This year a diverse range of companies were crowned winners with Viatris, Sanofi, AstraZeneca and Novartis winning more than one award.

Sustained Excellence

Winner: The Power of One – Key Pharmaceuticals

Judges’ Comments: “Innovative with a well-rounded strategy, noting the clear sustainability.”

Highly commended (HC): Mens Health Downunder – Mens Health Downunder & Phusion Health

Best Public Health Initiative

Winner: REFRAME Osteoporosis – Amgen

Judges’ Comments: “Impressed with the campaign’s well thought out execution and incredible results and commitment to supporting GPs.”

HC: Detect Genetic Panel Testing – Sanofi

Excellence in Patient or Customer Support

Winner: MyEpiPen Patient Support Progam – Viatris, Paper + Spark and DDB

Judges’ Comments: “Strategically sound and thorough with excellent personalisation and impactful results.”

Excellence in Education

Winner: Rethink Obesity 4FORUMS – Novo Nordisk and Ogilvy Health

Judges’ Comments: “An effective campaign that aimed high and succeeded.”

HC: COPD CONNECT: Collaborative Care for COPD – Boehringer Ingelheim and Orchard

HC: EVENITY (romosozumab) Education – Cascading Advocacy campaign – Amgen

Corporate Social Responsibility Award

Winner: Promoting Equal Opportunities for Rheumatologists in Australia – Eli Lilly

Judges’ Comments: “Excellent initiative and continuing impact.”

HC: CooperVision Australia and New Zealand Plastic Neutrality Initiative – CooperVision ANZ

Best PR Campaign – Awareness and Advocacy

Winner: Health experts issue public health plea to help curb our nation’s rising rates of undiagnosed heart valve disease – Edwards Lifesciences & VIVA!

Communications Judges’ Comments: “Impressively integrated campaign and exceptional delivery of results.”

“Probably one of my career highlights to date was executing the Baker Heart and Diabetes Institute Time to Listen to the Heart report. Thank you to my amazing partners at the Baker institute and the academics behind the report. But equally thank you to the team at VIVA! Communications who helped communicate it.” -Polo Guilbert-Wright

HC: Raising awareness of shingles in Australia – GSK and Palin Communications

HC: Know the Difference – Australasian Society of Aesthetic Plastic Surgeons (ASAPS) and Pure Public Relations

Best PR Campaign – Commercial and Corporate

Winner: SPRAVATO Launch – Janssen ANZ & WE Communications

Judges’ Comments: “Well executed campaign that clearly achieved excellent results.”

Creativity in Communication – Consumer

Winner: #myboobsmybusiness Mentor’s Social Campaign – Johnson & Johnson MedTech and Create by RxPx Health

Judges’ Comments: “A brilliant example of using influencers to resonate with an audience, overcome challenges and generate engagement.”

Creativity in Communication – HCP

Winner: Uncommon Connections – Sanofi Specialty Care & Alfie (Orchard Group)

Judges’ Comments: “Strategically creative campaign, clever and thought provoking.”

Best Use of Data or Insights

Winner: What if your cough isn’t just a cough? – AstraZeneca & Ogilvy PR, Lung Foundation Australia

Judges’ Comments: “Impactful campaign with excellent set up and insight development.”

Marketing Innovation Award

Winner: Biogen Interactive Data Tool – Biogen & Ward6

Judges’ Comments: “Excellent initiative and shining example of how to help visualise real world issues relating from datapoints.”

Launch of the Year

Winner: Zolgensma for SMA – the first gene therapy listed in Australia – Novartis

Judges’ Comments: “Strong entry, well thought out and delivered – complex, yet easy to understand.”

Marketing Campaign of the Year

Winner: Dymista Breakthrough Campaign – Viatris and Saatchi & Saatchi Wellness

Judges’ Comments: “Excellent messaging, appropriate use of channels and fantastic reach.”

Sales Team of the Year

Winner: Vanguard Primary Care – FarmaForce

Judges’ Comments: “Impressed with team performance tactics and how well executed they were.”

Sales Representative of the Year – Specialty Care

Winner: David Tong – Novartis

Judges’ Comments: “David stood out to the judges with his commendable recognition from customers and colleagues alike.”

NGO of the Year

Winner: NeuroEndocrine Cancer Australia – NeuroEndocrine Cancer Australia & Arterial Education

Judges’ Comments: “Brilliant initiative in medical education for GPs and commended the uptake among GPs.”

Medical Science Liaison of the Year

Winner: Amit Lalwani – Sanofi

Judges’ Comments: “Impressive high quality evidence of Amit’s work carried out and ongoing.”

“I spent nearly a decade working as a medical scientist until 2021 when I started in the pharmaceutical industry as a fresh MSL with no prior industry experience but with a “can-do” attitude. The BEST decision I ever made!” -Amit Lalwani

GPs’ Choice: Pharmaceutical Company of the Year

Winner: AstraZeneca

GPs’ Comments: The GPs of Australia voted for AstraZeneca as their winner for providing the COVID-19 vaccine – an effective control and breakthrough medication – at cost, and their historical research and variety of positively impactful products.

Pharmacists’ Choice: Pharmaceutical Company of the Year

Winner: Arrotex Pharmaceuticals

Pharmacists’ Comments: “The Pharmacists’ of Australia voted for Arrotex as their winner for their high service standards and support.”