HONORING PHARMA’S TRAILBLAZERS
Our fourth annual Trailblazer Awards for excellence and innovation in healthcare marketing was a bit more special this year. For the ﬁrst time, we presented a “Lifetime Achievement Award,” which went to Fred Hassan, current Board Chairman of Bausch & Lomb and the newly named Chairman of Avon Products. Hassan has been a true trailblazer during his nearly 40 years in the U.S. pharmaceutical industry and has left an undeniable mark on each company where he has worked, as well as in the industry as a whole. We felt no one was more worthy of this distinction than Fred Hassan, a man whose career and impact on this industry is far from over.
Our Trailblazer Awards also put the spotlight on the up-and-coming visionaries and most innovative work and companies in the industry over the past year. We rewarded the top Brand Champions in 14 disease categories as well as 15 Initiative awards, a Marketer of the Year and our four Companies of the Year in the following categories: Pharma/Biotech, Medical Device, Agency, and Supplier/Vendor.
The criteria for our Best Company awards include everything from innovation in marketing and advertising to talent development to social responsibility (such as patient access, civic and global involvement, and environmental consciousness). Our winners excelled in each of these areas by setting new standards for sales and marketing, whether it was maximizing use of the iPad, demonstrating exciting digital creative, churning out innovative and life-saving therapies, attracting the top talent from around the globe, or doing their part to help the Earth and its inhabitants (that includes animals).
We would like to congratulate all of this year’s very strong entrants. Each year, the competition gets better, making the decisions of our 18 expert judges from the PM360 Editorial Board that much more difﬁcult. In fact, we had so many worthy candidates this year that we even expanded the number of ﬁnalists in almost every category. But, in the end, there can only be one winner and you can ﬁnd a proﬁle of each on the following pages.
Once again this year, we honored our Trailblazer winners during our annual September Gala, a party that is becoming bigger and better every year (check out photos from the bash in our main issue starting on page 50). So read all about 2012’s winners and get inspired so we can have even more worthy nominees in 2013.