The 15th annual PRIME Awards saw some of the best and the brightest in the pharmaceutical and media industries come together to celebrate their achievements in healthcare communications.

Hard work, creativity and innovation paid off for a record number of finalists who walked the red carpet on Thursday night at Sydney’s Four Season’s Hotel.

But there could only be 17 winners.

Hosted by multi award winning comedian Urzila Carlson, the evening kicked off with her typical dry wit before taking a different tack with an opening address by Elizabeth de Somer, CEO of Medicines Australia, on progress in the pharmaceutical industry.

AstraZeneca was the biggest winner on the night, scoring the top gong across three major categories.

A productive partnership with McCann Health resulted in the pharma giant nabbing the Creativity in Communication – Prescription award for Zoladex’s “Great Wall of Undies” campaign from five nominations.

AstraZeneca also took home the award for Best PR Campaign and won the top spot in a new category, Sustained Excellence in Bettering Patient Outcomes which recognised the Lung Foundation’s enduring campaign by LIFE agency.

Hot on AstraZeneca’s heels was Gilead, who in collaboration with Ward6 won two awards including the coveted Marketing Campaign of the Year gong.

Other pharma companies who dominated the proceedings were Mylan who scooped up two major awards, along with Servier, Otsuka, Amgen, Bristol-Myers Squib and Biogen who each won first place in one of the 17 categories.

Full list of PRIME Award winners 2019

Best Public Health Initiative

Amgen for REFRAME Osteoporosis

“Clear, simple and effective … highly attuned to the needs of both patients and medical practitioners.”

Highly Commended: TAL Spotchecker – TAL

Corporate Social Responsibility

Bristol-Myers Squibb, Palin Communications and Biointelect

“A proactive approach to shaping debate around the role of patients in decisions about medicine reimbursement.”

Best Data-Driven Marketing Campaign

Mylan MyBusiness Health – Mylan & Digitas Health

“Demonstrated strong evidence of genuine financial benefits both to pharmacists and patients.”

Marketing Campaign of the Year

Gilead Sciences and Ward6 for Biktarvy “The Beauty of What’s Possible”

“Nailed a very challenging brief, showing great results and achieving seamless integration with HCP material.”

Highly Commended: Neulasta, Cracking conventions to help cancer patients live longer – Amgen & Ward6

Excellence in Education

Hahn Healthcare for simGP Pain Management Workshops

“Clever and thoughtful and a fabulous tool for GP education.”

NGO of the Year


MS Research Australia

“Continues to drive progress and awareness in an area that has been overlooked for too long.”

Best PR Campaign

AstraZeneca and LIFE Agency for the Lung Foundation’s “Making Lung Cancer a Fair Fight: A Blueprint for Reform”

“Highlighted serious issues and drives genuine social change for a misunderstood patient group.”

Marketing Innovation

Australian Doctor Group for AccessPLUS

“A pioneering and innovative platform amid a fundamental shift in the sales call market.”

Launch of the Year

Gilead Sciences and Ward6 for Biktarvy “The Beauty of what’s possible”

Highly Commended: Seremind Launch – Menarini

“Deeply impressed by the seamlessness of the execution … driving impact and awareness.”

Sales Team of the Year

Nephrology Specialty Team – Otsuka and FarmaForce

“Fantastic initiatives that were highly effective across both internal and external stakeholders.”

Highly Commended: Mylan Business Coaches – Mylan & Digitas Health

Sales Representative of the Year

Francesca Sutton – Biogen

“Francesca stood out for her focus on both GPs and patients. Her entry showcased growing recommendations.”

Highly Commended: Cherie Walford – Biogen

GPs’ Choice: Pharma Company of the Year


Pharmacists’ Choice: Pharma Company of the Year


Creativity in Communication – Prescription

AstraZeneca and McCann Health for Zoladex: The Great Wall of Undies

“Loved the thinking and structure behind this high-quality, highly creative campaign.”

Creativity in Communication – OTC

Proctor & Gamble and McCann Health for The Turd we Deserve

“The creativity and skilled use of humour made an uncomfortable topic accessible.”

Excellence in Patient/Customer Support

Prince of Wales Hospital and Deloitte for DeloitteASSIST

“Couldn’t fault this fantastic program which optimises new technology to change the way hospitals are run.”

Sustained Excellence in Bettering Patient Outcomes

Lung Foundation Australia, AstraZeneca and LIFE Agency for Lung Cancer Stigma Campaign

“A brilliantly executed campaign which tackled a challenging task with a detailed and strategic approach.”

Highly Commended: Bayer and Atlantis Healthcare for SmartSight Patient Support Program