ASMI congratulates Diamond Awards winners Celebrating marketing and sales excellence in the non-prescription medicines industry

19 November 2014

Return to Media Release Index

19 November 2014 - Excellence in quality use of medicines (QUM) was celebrated at a prestigious Australian Self Medication Industry (ASMI) gala awards dinner in Sydney last night. The recipients of a QUM marketing award and two new 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 nine categories: Quality Use of Medicines (QUM), Best Large Budget Campaign (>$1 million), Best Small Budget Campaign (<$1 million), Best New Product Launch and 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 RB for its 'Live Well' campaign. When an initiative excels in its promotion of QUM, it really focuses on helping the consumer make the right informed choices around their health and wellbeing.
"Innovative and leading-edge creative work was demonstrated in the 'Live Well' campaign. This integrated, multichannel communications campaign was category-led and focused on lifestyle, wellness and self care. It promoted health literacy, and included a TV series on wellness, a multimedia 'Live Well' platform which included social media, brochures, magazines and in-store promotions. It truly epitomised QUM!"

"GlaxoSmithKline Consumer Healthcare and Boehringer Ingelheim received 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," Ms Maiese added.

Other award winners included Ego Pharmaceuticals - one for a small budget campaign that aimed to reposition the Sunsense brand, and the other for its large

budget marketing campaign to reposition its QV skin brand.
GlaxoSmithKline Consumer Healthcare (GSK) received the award for Best Healthcare Professional Initiative for its healthcare professional campaign to support the launch of Nicabate Oral Strips.

RB also won the award for Best Launch of a Consumer Healthcare product for the Optrex Actimist launch.

This year ASMI reintroduced Sales Awards to recognise ASMI member pharmacy sales teams for sales excellence in retail pharmacy.

Best practice sales performance was recognised with the QUM awards and 'overall winners' - the companies with the highest satisfaction metrics as voted by retail pharmacy.

The overall winners of Sales Awards were Ego Pharmaceuticals (for <$100 million pharmacy sales category) and RB (for >$100 million pharmacy sales category).
The 2014 ASMI Diamond Marketing Awards were judged by a panel of independent 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," exclaimed Ms Maiese.

The Dinner was sponsored by Johnson and Johnson Pacific and the pre-dinner drinks were sponsored by the Australian Pharmaceutical Publishing Company.

About ASMI: The Australian Self Medication Industry (ASMI) is the peak body representing sponsors of non-prescription medicines - over-the-counter (OTC) and complementary medicines (CM). ASMI members make up 85 per cent of the $4bn Non-Prescription Medicines market. Membership totals 50 companies and ASMI members employ approximately 18,000 people with exports estimated at $1.2 billion annually. ASMI's mission is to advance consumer health through responsible self-care. This means driving a viable and responsible industry and empowering the consumer with evidence-based products and information with the aim of improving health and wellbeing. To find out more about ASMI or how to become an ASMI member, please visit (

For more information or to arrange a media interview, please contact:
Marie Kelly-Davies
PR Manager, Australian Self Medication Industry (ASMI)
M:0408 256 381 E: