Langland wins PMEA award for Bayer product launch

Bayer Healthcare, in partnership with Liberation Communications and Langland, has been presented with the accolade for product launch of the year at the Pharmaceutical Marketing Excellence Awards (PMEA) last week.

The award was given for the launch of Sativex, a cannabis-derived medicine, with the campaign being praised as a “high-profile holistic campaign that changed perception”.

Using a multichannel approach, the company was able to revitalise the product category, while the PMEA judges also praised the team for avoiding sensationalism and maintaining a strong ethical grounding.

“This patient insight-led, market-shaping campaign shows very strong planning in every phase”, they added.

It means that the Small Victories campaign for Sativex has now claimed a hat-trick of industry awards, having also won a Communique Award for media relations, managed by Liberation, and the Pharmaceutical Marketing Society Advertising Award for hospital campaign of the year 2010.

“The PMEA win is a great way to end a great year, and marks Liberation’s second award of 2011. Everyone involved worked collaboratively to ensure that Sativex was launched seamlessly and responsibly to deliver success for Bayer” Cherry Wood, Managing Director, Liberation Communications