ASMI congratulates Diamond Awards winners
Celebrating marketing and sales excellence
the non-prescription medicines
The Australian Self Medication Industry (ASMI) recognised excellence in sales and marketing at the prestigious Diamond Awards, held on the final afternoon of the World Self Medication Industry (WSMI) General Assembly in Sydney last week.
This year, the Marketing Awards featured a new category for Health Literacy, won by GSK for their Panadol + Voltaren Regime campaign. The judges felt that this very patient-centric campaign was outstanding for its inclusion of health literacy elements across all touchpoints (consumer & HCP).
In the category for Best New Product Launch, Ego Pharmaceuticals' launch for Sunsense 'Sensitive Invisible' won with a campaign that was described by ASMI Marketing and Business Development Director Filomena Maiese as a "great example of local player being agile in responding to changing consumer needs." The campaign showed a brand responding to critical community needs around sun protection by addressing major inhibitors to daily usage. The campaign tapped into local R&D to address two major barriers to using sunscreen on the face daily - blocked pores and the sunscreen visibility.
GSK's Panadol + Voltaren Regime hit gold again in the category for Best Small Budget Campaign. The quality and scope of all nominees was particularly pleasing for the industry, and the category featured a whopping eight nominees - which was perhaps either a reflection of shrinking budgets or greater efforts to innovate in this category.
Care Pharmaceuticals won the Best Large Budget Campaign with the Hydralyte multi-usage occasions campaign.
"This is a great example of a market leader repositioning itself to grow the market and brand after being previously entrenched in acute usage around rehydration from illness," Ms Maiese said.
This year, the category for Best HCP Campaign saw nominees cover a diverse range of healthcare professionals, going well beyond pharmacists and pharmacy assistants. Ego Pharmaceuticals won for its QV Skin Tears in Aged Care Facilities campaign, which demonstrated both clinical and economic benefits of using QV in aged care facilities. This campaign helped develop a completely new incremental channel for QV.
The Sales Awards recognised excellence among both ASMI's larger and smaller member with separate prize categories based on pharmacy sales more than and less than $100 million. The iLearning Group was again a valuable partner for these awards. As an innovative e-learning company specialising in community Pharmacy training and education, their database provided the means to survey 350 pharmacists and 500 pharmacy assistants as part of the judging process. The respondents were asked to rate ASMI member companies on six key attributes, including "quality use of medicine". GSK won the category for pharmacy sales over $100 million, followed by Bayer and Johnson & Johnson Pacific. In the category for sales less than $100 million, Ego came out on top, followed by Apotex and Aspen.
ASMI congratulates all Award winners and nominees for advancing marketing and sales excellence in the industry. Thanks to Diamond Awards sponsor IRi and Sales Awards partner iLearning Group, and also to David Morgan for his keynote address, Is Australia ready for Next Practice Marketing?
View or download photos of Diamond Awards winners here.