The PM360 Magazine Trailblazer Awards 2021 Winners

PM360 has announced the winners of their 13th annual Trailblazer Awards. The awards recognize outstanding companies, marketers, brand managers, and cutting-edge initiatives within the pharmaceutical, biotech, medical device, and diagnostics industries. In total, 67 winners were named across eight overall categories: Companies of the Year, Marketer of the Year, Marketing Team of the Year, Vanguard Award, Imagination Award, Lifetime Achievement, Brand Champions, and Initiatives.

Each of the winners were judged and selected by the PM360 Editorial Advisory Board, a cross section of experts from across the industry. The judges are asked to evaluate the following criteria for each category: Company of Year (innovation, talent development, and social responsibility); Brand Champions (innovation, leadership, communication, analytical, and organizational skills); Initiatives (content, format, success in reaching targeted audience, and overall quality); Marketer of the Year (the individual who best exemplifies the most insightful, forward-thinking, and transformative marketing ideas, and actions in the industry); Marketing Team (the team who best exemplifies those same qualities); Vanguard Award (an industry pioneer who developed a new service, strategy, product, or technology that had the most impact on the industry); Imagination Award (an industry leader who demonstrated the courage to stand apart from the conventional industry norms by imagining and then realizing a radical idea); and Lifetime Achievement (an industry veteran who has transformed the business through leadership, wide-ranging influence, and original contributions.)

Profiles of this year’s Trailblazer winners will be published in PM360’s October issue.

This year’s PM360 Trailblazer winners include:

LIFETIME ACHIEVEMENT AWARD RECIPIENT
Ed Wise, Chief Executive Officer, Omnicom Health Group

IMAGINATION AWARD
Dave Guiga, Head of Respiratory & Immunology Portfolio Acceleration, AstraZeneca

VANGUARD AWARD
Joe George, Director, Marketing Technology COE, AbbVie

MARKETER OF THE YEAR
Zoe Cohen, Vice President of Product Marketing, Doximity, Inc.

MARKETING TEAM OF THE YEAR SILVER WINNER
ORLADEYO Brand Team, BioCryst Pharmaceuticals

MARKETING TEAM OF THE YEAR GOLD WINNER
ENSPRYNG Launch Team, Genentech and Agency Partners: Intouch Group, VMLY&R, Heartbeat, and CMI

COMPANY OF THE YEAR: PHARMACEUTICAL/BIOTECH
Moderna

COMPANY OF THE YEAR: MEDICAL DEVICE/DIAGNOSTICS
Zimmer Biomet

COMPANY OF THE YEAR: SPECIALTY PHARMA/BIOTECH
Novavax

COMPANY OF THE YEAR: ADVERTISING AGENCY
Calcium

COMPANY OF THE YEAR: SUPPLIER/VENDOR
DeepIntent

BRAND CHAMPION AWARD WINNERS

Autoimmune: Larry McNally, Associate Director, Immunology Marketing, Mallinckrodt Pharmaceuticals

Cardiology: Patrick L Sutton, Executive Director, Patient & Specialty Services, Cardio-Renal-Metabolic, Novartis Pharmaceuticals Corporation

Central Nervous System: Paul Lowman, Director of Marketing, Neurodegeneration/Multiple Sclerosis, Janssen Pharmaceutical Companies of Johnson & Johnson

Dermatology: PJ Cadman, Marketing Lead Dermatology, UCB Pharmaceuticals

Diabetes/Metabolic Disorders: Kevin Conway, Director, U.S. Metabolics Marketing, Alexion Pharmaceuticals

Diversity/Multicultural: Angela Guh, Senior Marketing Manager, U.S. Oncology, Amgen

Gastrointestinal: Noël Moossa, MS, MBA, Associate Director, OCE Paid Media, Takeda Pharmaceuticals

Hematology/Oncology: Melanie Nicholson, Executive Director, Immunoncology Global Product Strategy, Global Strategy and Corporate Development, Incyte Corporation

Infectious Disease: Megan Shultis, Director, U.S. Consumer Lead, Adult Pneumococcal Vaccine Marketing, Pfizer

Innovation: Paul Vega, Associate Director, ENTYVIO, Takeda Pharmaceutical Company Limited USA

Managed Markets: AJ Ahuja, Director, Market Access Strategy and Marketing, ViiV Healthcare

Medical Device/Diagnostics: Hillary M. Titus, Director of External Communications, BioReference Laboratories, Inc.

Men’s Health: Rozita Passarella, Vice President, Marketing, Clarus Therapeutics

Ophthalmology/Optometry: Mike Goeren, Senior Marketing, Genentech

Orthopedics/Musculoskeletal Disorders: Jeff LaConte, Lead, VELYS™ Robotics & Digital Surgery, Global Strategic Marketing, DePuy Synthes, The Orthopaedics Company of Johnson & Johnson

Rare Diseases: Christine Kingsbury, Senior Director of Marketing, Recordati Rare Diseases Inc.

Respiratory: Adam Boshell, Sr. AD Interstitial Lung Disease Marketing, Boehringer Ingelheim

Women’s Health: Nicole Yohn, PhD, Associate Director, Marketing, Gilead-Kite Oncology

INITIATIVE WINNERS

APP/DIGITAL SOLUTION OR SUITE SILVER WINNER
VELYS Robotic-Assisted Solution (DePuy Synthes, the Orthopaedics Company of Johnson & Johnson, Elevate Healthcare, Next/Now)

APP/DIGITAL SOLUTION OR SUITE GOLD WINNER
Plan B One-Step®: “Ask B” Chatbot (Foundation Consumer Healthcare, CultHealth)

CONSUMER WEBSITE/ONLINE INITIATIVE SILVER WINNER
“EVEN THE ODDS” (Amgen, Emcay)

CONSUMER WEBSITE/ONLINE INITIATIVE GOLD WINNER
EYSUVIS, “MYEYSUVIS” (Kala Pharmaceuticals, QBFox Healthcomm)

CO-PROMOTE OR PARTNERSHIP INITIATIVE SILVER WINNER
“Real Chemistry Partners with the Ad Council and COVID Collaborative to Engage Healthcare Providers and Boost COVID-19 Vaccine Confidence” (The Ad Council, Real Chemistry)

CO-PROMOTE OR PARTNERSHIP INITIATIVE GOLD WINNER
REXULTI Customer Driven Non-Personal Promotion (Otsuka, Lundbeck, The Bloc)

DATA/ANALYTICS INITIATIVE SILVER WINNER
MG United (argenx, closerlook)

DATA/ANALYTICS INITIATIVE GOLD WINNER
ACTICS by EVERSANA (EVERSANA)

DIRECT-TO-CONSUMER CAMPAIGN SILVER WINNER
“Storied Eyes” Campaign (Horizon Therapeutics, Area 23, An IPG Health Company)

DIRECT-TO-CONSUMER CAMPAIGN GOLD WINNER
Enbrel (Amgen, Arnold Worldwide)

DIRECT-TO-PATIENT CAMPAIGN SILVER WINNER
Yescarta “More Than Hope” Campaign (Kite Pharmaceuticals, AbelsonTaylor)

DIRECT-TO-PATIENT CAMPAIGN GOLD WINNER
Takeda Hemophilia Starter Kit (Takeda, Snow Companies)

HCP EDUCATION SILVER WINNER
Elevating the Standard of Cardiovascular Care for Women (Amarin Pharma Inc, Healthcare Consultancy Group)

HCP EDUCATION GOLD WINNER
U.S. and Global CV Augmented Reality Strategies, Honest Abe, Dr Rose, and Chen (Boehringer Ingelheim, Confideo Labs)

INTERACTIVE MARKETING PROGRAM SILVER WINNER
Acthar Town (Mallinckrodt Pharmaceuticals, Patients & Purpose)

INTERACTIVE MARKETING PROGRAM GOLD WINNER
VELYS Robotic-Assisted Solution (DePuy Synthes, the Orthopaedics Company of Johnson & Johnson, Elevate Healthcare, Plexus Productions, Brawl Agency, FleishmanHillard)

PATIENT/CONSUMER EDUCATION SILVER WINNER
aHUS Journey Patient Resource Kit (Alexion Pharmaceuticals, Snow Companies)

PATIENT/CONSUMER EDUCATION GOLD WINNER
“The Lowdown on Low Blood Sugar” (American Association of Clinical Endocrinology, JPA Health)

PERSISTENCE/ADHERENCE PROGRAM SILVER WINNER
MyMSTeam Treatment & Adherence Resource Center (EMD Serono, MyHealthTeams)

PERSISTENCE/ADHERENCE PROGRAM GOLD WINNER
CIMplicity Nurse Support Program (UCB, VMS BioMarketing)

POINT OF CARE SILVER WINNER
PatientPoint Wait-Time Communication Platform (PatientPoint)

POINT OF CARE GOLD WINNER
HCP and Patient Multichannel Educational Marketing Program (Insulet, InStep Health)

PRODUCT/SERVICE LAUNCH SILVER WINNER
“Launching Restylane Kysse During the COVID-19 Pandemic” (Galderma, Real Chemistry)

PRODUCT/SERVICE LAUNCH GOLD WINNER
TRODELVY, “Trojan Horse” (Gilead-Kite Oncology, Brick City Greenhouse)

PROFESSIONAL CAMPAIGN SILVER WINNER
“Go for Three” (OMNI Surgical System, Schaefer Advertising Co.)

PROFESSIONAL CAMPAIGN GOLD WINNER
“Say Goodbye” (AngioDynamics, Fingerpaint)

PROFESSIONAL WEBSITE/ONLINE INITIATIVE SILVER WINNER
U.S. BREZTRI “Coming Soon” Campaign (AstraZeneca, Real Chemistry)

PROFESSIONAL WEBSITE/ONLINE INITIATIVE GOLD WINNER
CIN Risk Disease Awareness (BeyondSpring, Proximyl Health)

SALES AID SILVER WINNER
Engaging Sales Collateral to Bring New Hope and Treatment for Patients With Diabetic Gastroparesis (Evoke Pharma, EVERSANA ENGAGE)

SALES AID GOLD WINNER
Taking a patient-centric approach to engaging physicians in metastatic colorectal cancer (mCRC) and squamous cell carcinoma of the head and neck (SCCHN) (Merck, Langland)

SELF-PROMOTION SILVER WINNER
Rare Disease Day – Data Points to Rare (Intouch Group)

SELF-PROMOTION GOLD WINNER
“Connect’ability” (JPA Health)

SOCIAL MEDIA CAMPAIGN SILVER WINNER
Know Your CLL (Janssen Biotech, Pharmacyclics, MicroMass, An Ashfield Health Company)

SOCIAL MEDIA CAMPAIGN GOLD WINNER
BRCA Blue Unbranded Prostate Cancer Campaign (Clovis Oncology, CultHealth)

UNBRANDED CAMPAIGN SILVER WINNER
No Time to Wait (Bristol Myers Squibb-Pfizer Alliance, Carat & iProspect, Havas Media, Heartbeat, Publicis North America, Real Chemistry)

UNBRANDED CAMPAIGN GOLD WINNER
“MS in Harmony” (Bristol Myers Squibb, Ogilvy Health)

VIDEO/TV CAMPAIGN SILVER WINNER
Fostering Meaningful HCP Engagements Through Videos: WAKIX HCP Video Series (Harmony Biosciences, Synchrony Healthcare Communications, Blue Visual Effects, BTK Communications Group)

VIDEO/TV CAMPAIGN GOLD WINNER
Wake Up & RYBELSUS® Launch Campaign (Novo Nordisk, CultHealth)

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