Excellence in quality use of medicines was celebrated at a Australian Self Medication Industry gala awards dinner in Sydney last night.
The recipients of a QUM marketing award and two QUM sales awards were announced at the dinner, which was attended by over 150 industry leaders.
The ASMI Diamond Awards, which celebrate best practice in the non-prescription medicines sector, were presented across ten categories: Best Large Budget Campaign (>$1 million), Best Small Budget Campaign (<$1 million), Best New Product Launch, Judges Choice for Innovation, Judges Choice for Quality Use of Medicines (QUM), Best Healthcare Professional Campaign, and four sales awards.
ASMI Marketing and Business Development Director Filomena Maiese said: “The ‘Judges Choice for QUM Award’ was won by Novartis/ GlaxoSmithKline (GSK) Consumer Healthcare for its Voltaren Osteo Gel 12 hour campaign. When an initiative excels in its promotion of QUM, it really focuses on promoting health literacy and helping the consumer make the right informed choices around their health and wellbeing. The agencies, Hammond and Thackeray and Edelman, were members of the award winning team.”
Novartis/GSK, Hammond and Thackeray and Edelman also received the award for Best Launch of a Consumer Healthcare Product for this campaign.
Johnson and Johnson Pacific won the award for the ‘Best Marketing Campaign of a Consumer Healthcare Product – Large Budget’ for its Nicorette campaign ‘Do Something Amazing’. JWT and OMD were the agency partners on this campaign.
Johnson and Johnson Pacific also won the award for ‘Best Marketing Campaign of a Consumer Healthcare Product – Small Budget’ for its Combantrin campaign, ‘Be Prepared’. Agencies JWT and OMD were members of this winning campaign team.
Pfizer Consumer Healthcare received the award for Best Healthcare Professional Initiative for its healthcare professional training program: ‘My Pharmacy Rules’. Pfizer also won the ‘Judges Choice for Innovation’ for this campaign. The program demonstrating novelty in cutting through the plethora of training programs for pharmacy by tapping into mobile and ‘gamification’ technology trends.
On the sales award side, best practice performance was recognised on two fronts with the ‘QUM award’ and ‘overall Supreme winners.’
Johnson and Johnson and Ego Pharmaceuticals won the QUM sales awards, which are conferred on companies that excelled in ‘promoting QUM in pharmacy’ – through initiatives such as sales representative knowledge and focus on pharmacy staff product training,” Maiese added.
The ‘overall winners’ of Sales Supreme Awards were Ego Pharmaceuticals (for <$100 million pharmacy sales category) and GSK (for >$100 million pharmacy sales category). The Supreme Sales award recognises companies with the highest overall satisfaction metrics as voted by retail pharmacy.
The 2015 ASMI Diamond Marketing Awards were judged by a panel of independent industry experts and the Sales Awards were based on ASMI company rankings as voted by retail pharmacy from specialist pharmacy research company, Industry Pulse.
“ASMI congratulates all winners for their extraordinary performance. The marketing campaign entries were exceptional, which made selecting the winners immensely difficult. The sales and QUM excellence winners also need to be congratulated for their outstanding performance supporting the pharmacy channel,” said Maiese.
The Dinner was sponsored by Johnson and Johnson Pacific and the pre-dinner drinks were sponsored by the Australian Pharmaceutical Publishing Company, publisher of ajp.com.au.