- 3 years ago
13 August 2021
Pharma teams will have high hopes of brushing the dust off dinner suits and digging semi-forgotten cocktail dresses from the backs of cupboards later this year in anticipating of attending the 2021 Prime Awards after the list of finalists showed 25 companies in the running to pick up a prized gong across 19 different categories.
The list of finalists released Thursday was a demonstration of the lengths Australian pharma companies have gone to throughout Covid to ensure Australian patients continued to get treated for ongoing conditions such as macular degeneration and osteoporosis, as well as the efforts of competitors working with patient groups and creative agencies combining their efforts for the benefit of patients.
With a panel of high-profile judges including former GSK Director David Herd, pharma companies will face an anxious wait to find out who wins with the award ceremony rescheduled from September to November in the hope of holding an in-person event.
Conquering Cancer, nominated for the Best Public Health Initiative, features a consortium of 13 companies, agencies and NGOs working together in a global campaign to tackle cervical cancer, while the ‘Check My Macular’ campaign saw Bayer and Novartis work with the Macular Disease Foundation Australia and four creative agencies to ensure people with macular degeneration continued to access eye therapy.
The shortlist of finalists shows AstraZeneca, Servier and Pfizer competing for GPs choice of Pharma Company of the Year while the highly sought after Launch of the Year will be decided between Sanofi’s Dupixent (dupilumab) in atopic dermatitis, Amgen’s Otezla (apremilast) in chronic plaque psoriasis and Novo Nordisk’s Ozempic (semaglutide) in type two diabetes.
Sanofi’s Dupixent PBS campaign is also up for Marketing Campaign of the Year competing with Amgen’s The Big O and Stay Treated, Stay Safe osteoporosis campaigns.
Three patient groups will vie for the NGO of the Year: MS Research Australia, Ovarian Cancer Australia and the Macular Disease Foundation Australia.
Overall, Amgen has the most nominations with 11, four for The Big O Campaign and two for the ‘Stay Treated, Stay Safe’ Covid campaign it developed with The Works Agency. The company also has two primary care reps and one speciality care rep competing in the Sales Rep of the Year categories.
Biogen picked up seven nominations, short-listed for a Sustained Excellence award for its ‘Women with MS’ campaign, a Creativity in Communication gong for its ‘Mindchangers’ HCP campaign, and a Marketing Innovation gong for its Tecfidera campaign. Two Biogen MSLs, Dr Bernd Merkel and Elena Petrova, are the only nominees to make the shortlist for the highly prized MSL of the Year.
Novartis also pulled up with seven short-list mentions, four for campaigns in multiple sclerosis. It will compete with Sanofi and Amgen in the Best Use of Data or Insights category for its ‘Living Wholeheartedly’ cardiovascular patient engagement campaign.
GSK and Palin Communications are the only pair shortlisted in the Corporate Social Responsibility category giving them a guaranteed gong, while UCB and Red Havas will take out the Best PR Campaign category for their ‘Advantage Hers’ inflammatory disease work.
Bayer’s ongoing work in macular degeneration earned it three nominations this year while Novo Nordisk and Janssen each have two.
Other pharma companies with at least one mention in the list of finalists were Eli Lilly, Roche, Mundipharma, Boehringer Ingelheim, GSK, Janssen, J&J, UCB, Specialised Therapeutics Australia, Merz, Vifor, Astellas, Merck, Aspen and Arrotex.