ASMI Sales & Marketing Awards
These Awards are designed to honour manufacturers who excel in the sales and marketing of their products. They recognise Quality Use of Medicines (QUM), innovation, marketing and sales best practice, and consumer focus.
Awards are open to ASMI Members only. Non-Member Agencies can enter these awards, however the product(s) involved must belong to an ASMI Member company. Both OTC and complementary products are eligible. Awards entries will be judged by a panel of independent experts.
Click here for a summary of the 2011 Awards.
The 2011 Award Winners were:
Best Self Care Program
Winner: Bayer Australia, Canesten Women's Confidential
Judges’ comment: This campaign centred on an innovative approach to overcoming the problem particularly among younger women, of being embarrassed to discuss vaginal thrush with the pharmacist. Bayer took a two pronged approach in developing a support package for both pharmacy and consumers. This was critical given the product’s “pharmacist-only” scheduling. It was an outstanding example of empowering the consumer with knowledge about treating the condition in an effective and discrete way.
Best Marketing Campaign of a Consumer Healthcare Product (Large Budget >$500,000)
Joint Winners: Sanofi Consumer Healthcare, Ostelin Vitamin D Campaign
Judges’ comment: A striking consumer campaign that created high level awareness about Vitamin D deficiency, and a call to action to discuss the issue with a GP. This resulted in a significant increase in awareness and corresponding vitamin D testing, with the brand reaching the top position in the category. An excellent example of a preventative health initiative from industry.
Joint Winners: GlaxoSmithKline Consumer Healthcare, Nicabate Little Wins
Judges’ comment: The campaign was based around the fact that many smokers make multiple quit attempts, and that every “no” to a smoking opportunity was a “little win”. This translated into a campaign that encompassed multiple touch points along a smoker’s journey to quitting. It was supplemented by a strong pharmacy staff training program, as well as the “Quit Partner” behavioural support program.
Best Marketing Campaign of a Consumer Healthcare Product (Small Budget <$500,000)
Winner: Reckitt Benckiser, Nurofen PainPod
Judges’ comment: The campaign was based around the insight that consumers go to a pharmacy for better information and advice about pain relief solutions. It led to a comprehensive education package for pharmacy. The program was endorsed as a QCPP approved training module by the Pharmacy Guild of Australia for pharmacy assistants. It was also approved as Pharmacist CPD training by the Pharmaceutical Society of Australia. This accreditation enabled further penetration of the training package across the pharmacy sector.
Best Launch of a Consumer Healthcare Product
Winner: Johnson & Johnson Pacific, KY Yours + Mine
Judges’ comment: The team’s challenge was to promote this ‘lifestyle’ OTC in a manner that was tasteful yet light-hearted, especially given the “embarrassment” factor historically associated with the category. A strong 360 degree campaign with innovative and creative execution saw the new product jump from zero market share to become the number one selling product during the launch phase and has since become the leader in this segment.Best advertising/promotional campaign (including relaunch) for an existing consumer healthcare product.
Best PR Initiative
Bayer Australia, Berocca Focus 50+ Launch Campaign
Judges’ comment: This involved an integrated PR campaign encompassing healthcare professionals, media, and event marketing. On the consumer front, by linking the product to the Australian Sudoku Challenge, the team established a powerful synergy with the concept of mental agility and focus. The celebrity connection with former Wallabies captain and Sudoku champion, John Eales, helped to generate strong awareness and support for a new product.