2018 Diamond Award Winners

18 October 2018

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The Australian Self Medication Industry (ASMI) Diamond Award winners were announced tonight at their annual Gala Dinner celebrating excellence in the non-prescription medicines industry.

"Congratulations to all the winners of an ASMI Diamond Award. We had many high-quality entries to the 2018 Diamond Awards and I encourage the industry to continue to strive for excellence over the next year," said Deon Schoombie, CEO of ASMI.

"The ASMI Diamond Awards recognise manufacturers and suppliers that excel in the fields of marketing and sales, as well as Quality Use of Medicine, innovation and best practice."

"We recognised three new fields of marketing excellence this year, with Awards for Best Digital / Social Media Campaign, Best PR Campaign and Best Data Strategy."

The ASMI Gala Dinner and Diamond Awards were held at the Kirribilli Club and attended by ASMI member companies, advertising agencies and key stakeholders in the non-prescription medicine industry, on Thursday 18 October.

"Thank you to our independent judges, as well as iLearning Group for supporting the Sales Awards again this year."

Ego & GSK dominate Sales Awards

Ego Pharmaceuticals and GSK Consumer Healthcare have dominated this year's Sales Awards - winning both the Pharmacy Sales Excellence and Quality Use of Medicines Excellence Awards in their respective categories.


A panel of independent judges assessed the Marketing Awards on the campaign challenge, objectives, strategy, execution, health literacy focus and results:

  • Amaury Treguer, Health Haus
  • Anne-Marie Sparrow, Cube
  • Nicole Barry, IRI
  • Sanda Sgambellone, Semcom
  • Steven Waller, Steven Waller Consulting
  • Tricia Greenway, Consumer Consultant

The Sales Awards are based on a survey of 240 pharmacists and 500 pharmacy assistants conducted by the iLearning Group. Pharmacists and pharmacy assistants rated ASMI member companies on nine attributes.



Campaign Name



Best Marketing Campaign of a Consumer Healthcare Product - Large Budget (>$1m)

Nuromol - A Proven Alternative to Codeine for Pain Relief


CHE Proximity

Best Marketing Campaign of a Consumer Healthcare Product - Small Budget (<$1m)

Hydralyte Sports

Surfing Australia Partnership

Care Pharmaceuticals


Best Data Strategy

Redefining the Allergy & Decongestants Category

Bayer Australia


Best Professional Marketing Campaign

Life Is Harsh On

The Skin They're In

Ego Pharmaceuticals

Sudler & Hennessey

Best Digital / Social Media Campaign

Children's Panadol Digital Pilot

GSK Consumer Healthcare

PHD Meredith Ansoul

Best Consumer Healthcare Product Launch

FeverSmart Integrated Campaign


CHE Proximity

Best PR Campaign

Panadol - Home of Reconnection

GSK Consumer Healthcare

Creative: whiteGREY

PR: Edelman



Pharmacy Sales Excellence < $100m


Ego Pharmaceuticals


Apotex & Aspen Pharmacare Australia

Pharmacy Sales Excellence > $100m


GSK Consumer Healthcare


Bayer Australia & Johnson & Johnson Pacific

Quality Use of Medicines (QUM) Excellence > $100m


GSK Consumer Healthcare

Quality Use of Medicines (QUM) Excellence < $100m


Ego Pharmaceuticals