The winners of the 2024 PRWeek Healthcare Awards

Best Pharma Product Launch — OTC

Winner

Emergent BioSolutions and Curation Communications

Narcan Nasal Spray: Ready to Rescue

According to CDC figures, from August 2022 to August 2023, 105,000 Americans died from drug overdoses. Given that an estimated 44% of opioid-related deaths take place in front of a bystander, the FDA’s approval in March 2023 of a nasal spray with naloxone, which can reverse opioid overdoses, offered hope for turning around this devastating trend. 

However, the combination of stigma and fear presented a challenge — only 20% of those asked in one survey indicated that they would consider purchasing Narcan. Emergent BioSolutions’ research showed that more people would carry the product if they knew someone who might potentially benefit from it and if they felt knowledgeable about when and how to use it. 

NFL Hall of Famer Emmitt Smith was at the heart of the Ready to Rescue campaign’s effort to reach the target audience of “Prepared Carers.” As a parent who has seen teammates, friends and relatives experience overdoses, he was an authentic partner. At events on college campuses, Smith challenged peoples’ misconceptions and encouraged them to be prepared. Media interviews and partnerships with 10 influencers further extended the messaging. The final numbers include more than 4,800 kits being distributed and 1.1 million impressions among college students and faculty

Best Pharma Product Launch — Non-OTC

Winner

Menarini Group and LaVoieHealthScience

FDA Approval of Orserdu for Advanced or Metastatic Breast Cancer

For many years, Faslodex (fulvestrant) was the standard of care for postmenopausal women or men with ER+/HER2- advanced or metastatic breast cancer. It would typically be injected slowly over a few minutes. Patients described the process as painful and the time commitment burdensome.

The drug is a selective estrogen receptor modulator (SERD), and for decades pharmaceutical companies have attempted, without success, to create an oral SERD. When the FDA approved Orserdu (elacestrant) in January 2023, physicians were skeptical that it would be effective after so many failed attempts to create an oral SERD. 

Tasked with increasing the visibility of the product and the company, LaVoieHealthScience set out objectives including nurturing relationships with industry associations and patient advocacy groups and showcasing Menarini Group and elacestrant at medical meetings. The agency then conducted evolving outreach to all stakeholders; created educational programming and material for conferences; and developed and executed educational programs with target publications and social communities. This was paired with a defined tactical action plan including a steady stream of press releases and media placements in oncology and trade publications as well as sessions to train KOLs. Among the results has been 763 earned and syndicated articles to date.

Best Healthcare Product Launch SPONSORED BY 4MEDIA

Winner

Medela and Ogilvy Health

Freestyle Hands-free Breast Pump

When the Affordable Care Act mandated that insurers cover the cost of breast pumps, sales of the devices soared. Since then, the steadily increasing number of working mothers, greater awareness of the benefits of breastfeeding and baby formula shortages have also helped to drive interest which has, in turn, led to innovations including wearable pumps. 

In 2023, when Medela launched the Freestyle Hands-free (FSHF), it was entering a crowded marketplace and needed the help of Ogilvy Health to communicate the product’s differentiating factors. Ogilvy Health and Medela developed a multi-pronged approach to reach mothers using traditional and social media as well as relevant partnerships. 

At the heart of the campaign were trusted women among the working-mom community, including handbag designers Sarah Wells and Rebecca Minkoff. Sarah Wells Bags created a pump bag specifically for the Freestyle Hands-free. Minkoff, a Medela mom for more than a decade, created social media content. Unboxing content and media outreach were also key to the launch’s success.

The campaign secured 417 placements across North American-based media and social media, for a total potential reach of more than 355 million. Sixty days after launch, Freestyle Hands-free was contributing to a 118% increase in average daily sales on the Medela website.

Honorable mention

Dexcom and Allison
Dexcom G7 Continuous Glucose Monitoring (CGM) System

Best in Public Health Awareness

Winner

Emergent BioSolutions and Curation Communications

Narcan Nasal Spray: Ready to Rescue

Opioid overdose has emerged as the leading cause of accidental death in the U.S., with deaths related to synthetic opioids increasing nearly 60% from 2019 to 2020, according to the CDC.

When, in March 2023, the FDA approved Narcan Nasal Spray as the first over-the-counter intranasal naloxone treatment, it promised to bring those numbers down. Naloxone reverses opioid overdoses, meaning that everyone who bought Narcan could be equipped to save lives. 

However, there was a problem. In one survey, 60% of consumers said they wouldn’t buy the product and another 21% were unsure. A combination of stigma and fear were stopping people from buying it. 

The Ready to Rescue campaign enlisted NFL Hall of Famer Emmitt Smith to reach potential “Prepared Carers” (to borrow the term that Emergent BioSolutions and Curation Communications used for their target audience). At college events, Smith shared his personal story, having seen teammates, friends and relatives experience overdoses. An authentic and effective partner, he challenged people’s misconceptions and encouraged them to be prepared. 

Smith was featured in 48 media interviews and 54 placements. Most importantly, more than 4,800 Ready to Rescue kits were distributed to people who can now save lives. 

Honorable mention

American Sexual Health Association and Edelman
Let’s Tok about Sex

Best in a Crisis

Winner

The University of Vermont Health Network, Communications and Engagement Strategies

End the Silence on Health Care Violence

In one American College of Emergency Physicians survey from 2022, more than 55% of ER doctors reported that they had been physically assaulted. It’s an unfortunate reality that became even more pervasive during COVID 19. Serious injuries and even deaths have become far too common. 

This national problem extends to Vermont, too, and the Communications and Engagement Strategies team at the University of Vermont Health Network (UVMHN) wanted to create a space where frontline caregivers across the health system could share their stories, raising awareness of this crisis facing healthcare.

When it came to producing the video, there was no shortage of staff stories of violence to choose from with more than 500 from January to August 2023. The black-and-white video created the team presents hospital employees powerfully describing assaults they experienced.

After the video was completed, the team approached The New York Times video opinion section, which decided to highlight it. It was re-edited in line with the publication’s standards and debuted on October 24, 2023. In an instant, the hospital became the face of a national crisis. Within 24 hours of posting, the video was the third-most viewed item on The New York Times website. It was subsequently viewed more than 4.6 million times on their website and social media.

Best in Public Affairs

Winner

Telehealth Access for America and Plus Communications

Protecting Patient Access to Virtual Care

During the COVID-19 pandemic, lockdowns, unprecedented strain on healthcare facilities and concerns about being exposed to the virus led millions of Americans to rely on telehealth. In response to this new reality, Health and Human Services and the Centers for Medicare and Medicaid Services suspended restrictions on virtual care through Public Health Emergency waivers. As those waivers were set to expire, Telehealth Access for America kicked into high gear.

More than 80% of Americans, across party lines, support protecting access to telehealth services. The campaign from Telehealth Access for America and Plus Communications focused less on shifting opinions and more on getting legislators to treat the issue as a priority. Key strategies included conducting and releasing a national public opinion survey. The campaign leveraged its key takeaways in fact sheets for reporters, third-party engagement and member organization direct lobbying. The organization was also focused on enlisting new partners. From two initial members, the campaign’s membership base grew to 26 organizations by December 2022.

Bipartisan legislation providing for a two-year extension of telehealth flexibilities (through the end of 2024) was passed by both houses of Congress and then signed by President Biden in December 2022. The campaign will now continue its work by leading the effort to pass permanent reforms. 

Honorable mention

August and SolComms
The Tampon Tax Back Coalition

Best in Media Relations

Winner

V Foundation for Cancer Research and Coyne PR

“Don’t Give Up ... Don’t Ever Give Up!”: 30th Anniversary of V Foundation

In 1993, legendary basketball coach Jim Valvano gave a moving speech at the ESPY Awards. He had been diagnosed with cancer and he encouraged the audience to live life fully, concluding, “Don’t give up … don’t ever give up!” A month later, Valvano would die at age 47. 

While many who saw Valvano’s speech committed themselves to the fight against cancer, as the V Foundation approached its 30th anniversary, memories of the speech and the organization’s founder were slipping away. Many people are simply too young to remember either. 

The anniversary campaign by the V Foundation set out to reintroduce Valvano and his legacy with help from friends and relatives who shared their memories of him. The foundation also wanted to shine the spotlight on researchers and cancer thrivers benefiting from support from the V Foundation, including V Foundation chief scientific officer Susanna Greer; Dr. Debattama Sen of Harvard Medical School; and Andrew Jones, college basketball star and leukemia survivor. At a moment when charitable donations are slowing, the anniversary offered an opportunity to highlight the impact of the foundation’s $310 million in grants. 

The campaign assured that the 30th anniversary was noticed, thanks to 6,500 placements for the V Foundation. In addition, donations were up 17% in 2023. 

Honorable mention

Tums (Haleon)
Tums Fuses Food, Fashion and Heartburn Relief through Limited Edition Tums Bag

Best in Social Media and/or Influencers

Winner

CeraVe and Coyne PR

Acne Confusion? CeraVe Clears It Up Like A Derm by Schooling Hundreds of Influencers from around the Globe

Acne is at once an incredibly common skin condition and also one of the most misunderstood ones. In one study, only 18% of people living with acne said that they had consulted a dermatologist. The vast majority turn to other sources, including the internet, for guidance. That can quickly lead to people embracing unproven cures from drinking more water to using toothpaste as an overnight spot treatment. 

In order to provide accurate information via sources trusted by young people, CeraVe invited some 350 influencers from 25 countries to go back to school for a day. The Acne Academy would provide these influencers, with a collective reach of 1.5 billion followers, an opportunity to hear from top dermatologists including Dr. Muneeb Shah and Dr. Mamina Turegano, who debunked acne misconceptions and provided acne care tips. They also heard from TikTok sensation and CeraVe brand partner Charli D’Amelio, who shared her acne journey.

The goal for the event was 300 million video views, a number that was exceeded when the students at the academy created more than 2,000 pieces of social content resulting in more than 470 million video views. At the same time, CeraVe Acne achieved its highest market share ever, with dramatic boosts in a number of local markets. 

Honorable mention

Genentech and 21Grams
Not So Bloody Mary

Best Content

Winner

Bayer Consumer Health U.S. and Twelvenote (now /Prompt)

Astepro and Go! ... Feel Sexy, Fast

Think of the typical commercial for allergy medications and what might come to mind are perhaps ones extending the promise of a good night’s sleep or a sneeze-free walk through a field of waist-high grass. While this messaging often resonates with older consumers, it wasn’t as effective reaching Astepro’s target, the next generation of allergy sufferers. 

Research indicated that for many, allergies getting in the way of their dating and romantic lives is a major concern. Seven in 10 allergy sufferers feel less attractive because of their allergies or admit they have affected their love life.

The new Astepro campaign used sex appeal to break through in the crowded allergy space. Actress Meghann Fahy, who was hitting a pop culture career peak following her White Lotus debut, stars in a 30-second video inspired by the glamorous clichés of perfume ads. Surrounded by flowers, Fahy suggests that viewers can “take on passion, spontaneity and allergies with Astepro, because no one feels sexy with allergies.” Paid, earned, owned and shared media all amplified the campaign. 

The spot clearly resonated with its target audience. A pre/post survey of allergy sufferers showed a lift of 38.9% in purchase intent, 26% in brand perception and 29.5% in willingness to recommend Astepro.

Honorable mention

CeraVe and Coyne PR
Acne Confusion? CeraVe Clears It Up Like A Derm by Schooling Hundreds of Influencers from around the Globe

Best in Data/Analytics

Winner

Genentech and 21Grams

Not So Bloody Mary

For people living with hemophilia A, a bleed is, with reason, something to fear. Genentech wanted to communicate to people with the bleeding disorder that there is a possibility of life without bleeds, and fear of them, while introducing Hemlibra. 

The target audience of young men is not especially interested in researching their health conditions online, but they do share an interest in horror as a genre and seek out ghoulish podcasts and other online content 3.4 times as often as other audiences. They also spend lots of time on social media and are drawn to content that feels native to those platforms. 

On Halloween, the campaign introduced Not So Bloody Mary. In this reinvention of the familiar 16th-century figure, her contemporary counterpart is less bloody and more affable Midwestern mom. Each light-hearted social media video leaned into a different horror story trope, borrowing from classic films such as It, The Texas Chain Saw Massacre and Child’s Play. Each ended with the line, “Make Halloween less bloody,” followed by Hemlibra’s zero bleeds data.

Within a few months, the number of patients on Hemlibra had increased by 13%. The campaign click-through rate was 330% higher compared to benchmark, and two-thirds of viewers watched the ads through to the end.

Honorable mention

Orlando Health, Mastercard and MediaSource
Test & Learn Approach: Quantifying the Business Impact of Earned Media in Healthcare

Best in AI or Health Technology

Winner

Johnson & Johnson Innovative Medicine and 21Grams

Rybot

The good news: Groundbreaking advances in the treatment of cancer are numerous these days. The bad news: Oncologists are in a constant struggle to stay up to date on the latest developments. When Rybrevant was launched in 2021 to treat one of the most aggressive forms of lung cancer, it was essential that doctors learn about it and then remember it. 

Interviews with oncologists revealed that their personal interests outside of work indexed high in “futuristic fantasy,” and movies such as Star Wars, Avatar and Star Trek. And their preferred method of engagement was mobile (where 75% primarily engage with brand information). This led to the creation of Rybot, a first-of-its-kind interactive mobile experience that uses haptics technology, which has been shown to increase visual recall by 40%. The immersive film with UX tells the clinical story of a new treatment through the journey of a robot. HCPs could both see and feel the story on their Android mobile devices, allowing them to experience it no matter where they were. 

Oncologists became a part of the action, engaging in a multi-sensory, memorable brand experience.

Since the experience launched, the brand has seen a 766% increase in video views, proving that the Rybot story is watch-worthy for HCPs.

Honorable mention

Genentech, 21Grams and Swoop
Bobbi

Best in Health Equity

Winner

Johnson & Johnson Innovative Medicine and FleishmanHillard

Save Legs. Change Lives.

Up to 12 million Americans live with peripheral artery disease, or PAD, and yet it’s an unfamiliar name to most Americans. The cardiovascular condition causes blood vessels to narrow, reducing blood flow to the limbs and can lead to heart attacks, strokes or amputations. Black Americans are more than twice as likely to be impacted by PAD and up to four times more likely than other Americans to have a PAD-related amputation.

The Save Legs. Change Lives. Spot Peripheral Artery Disease Now initiative focused on three main goals — awareness, screening access and HCP diversity. PAD came up in heart health discussions less than 2% of the time, Medicare/Medicaid and many private insurance plans do not cover PAD screenings and fewer than 3% of cardiologists are Black, a problem when studies have shown improved outcomes for Black patients when they are treated by Black HCPs. 

The PAD Heatmap, created using Medicare claims, provided a starting point for identifying where PAD was most common and then educational efforts were organized in these communities. Screening access was addressed through mobile units. Finally, Johnson & Johnson partnered with the American College of Cardiology (ACC) Foundation’s Change the Field initiative, which is committed to educating, sponsoring and mentoring historically underrepresented groups in the field of cardiology.

Honorable mention

Regeneron Genetics Center for the Diaspora Human Genomics Institute, Zeno Group and Egami Group
Together for CHANGE Initiative (Changing Healthcare for People of African Ancestry Through InterNational Genomics & Equity)

Best in Health Innovation

Winner

Genentech, 21Grams and Swoop

Bobbi

Navigating healthcare information websites can be daunting for everyone, and this extends to the hemophilia A patients who were the target audience for Hemlibra. While the treatment’s website was attracting traffic, much of it dropped off soon after arriving. The solution to this problem would be Bobbi, a friendly AI-driven guide. 

One of the insights of 21Grams’ research into how consumers approach healthcare sites is that no matter how well they are designed, navigating the medical content falls on the individual who often feels unprepared for and overwhelmed by the task. Many are unsure what questions to ask or where they should look. An AI guide promised to change the entire experience. 

First, the agency had to cast a friendly character in the part. After testing a number of avatars, a smiley amorphous blob, Bobbi, won the role. Bobbi was trained on 75 conversation flows for three audiences, and another 60 flows relevant to all audiences. All the conversations were grounded in real conversations with members of the hemophilia community, assuring their relevance and authenticity. 

Bobbi has begun to gain momentum with strong engagement and high user experience ratings over 7,500 interactions and counting (especially impressive for a rare disease that affects only 20,000 people).

Honorable mention

Carta Healthcare and Bospar
Building Trust in AI for Better Patient Outcomes

Outstanding Young Professional

Winner

Jonah Schloss, senior account executive

GCI Health

Jonah Schloss’ communications career started only three years ago. However, he has already made a big impact on GCI Health. 

When he was studying at American University, Schloss sought out opportunities that combined his interest in policy and his passion for storytelling. In his junior year, he was an advocacy intern for PhRMA, supporting its lobbying efforts for drug price transparency. As a college senior, he spent a semester in Brussels in a European Union Governance and Development program. 

At GCI Health, Schloss’ work has set a high bar with its ability to connect with diverse audiences. For Gastroenterology Awareness Day programming, he helped develop a comprehensive toolkit for a client’s employees, advocacy partners and nonprofits to elevate disease awareness. He also was key in driving day-of media coverage. For his work with another client, a top pharmaceutical company on a rare disease campaign, Schloss helped to build community education events with dynamic new assets that led to year-over-year increases in attendance.

He plays another vital role at GCI Health, leading agency-wide volunteering efforts and overseeing its support of Martha’s Table, a Washington, DC-based nonprofit that supports children and families with healthy food, nutrition education and early childhood programming.

Honorable mention

Alexandra Vogel, senior account executive
Salutem

Outstanding Agency Professional

Winner

Jamie Dowd, president, health, The Americas

Weber Shandwick

Jamie Dowd’s path to becoming president, health, The Americas — Weber Shandwick’s largest specialty practice — began at Ketchum. She then went to GCI Health and was later recruited in 2005 by Weber Shandwick to manage Genentech, which would become one of the agency’s largest accounts. In every role she has held, she has shown a passion for science and patient care, as well as a consistent commitment to excellence. She has helped clients navigate various firsts in oncology, neuroscience and immunology. 

Dowd has left her mark on Weber Shandwick in a number of ways. She has shown an instinctive ability to architect integrated client teams that ensure both client and agency success. She has also optimized the staff mix for accounts including Genentech, Novartis and Pfizer, resulting in long-term client tenure and low staff attrition. The average tenure for the health practice’s top clients is 15.5 years, and in 2023, voluntary attrition was only 8% even as the practice’s staff grew 31%.

“Jamie deeply understands the mix of talent, backgrounds and skills needed to address client needs — particularly for our very large clients — while ensuring staff have appropriate workloads,” says Laura Schoen, Weber’s global healthcare lead. “This is a rare talent, yet one that’s critical to driving profitability.”

Honorable mention

Megan Driscoll, CEO and founder
EvolveMKD

Outstanding In-House Professional

Winner

Christina Chan, SVP, corporate affairs

Regeneron

Christina Chan joined Regeneron in 2021 during a crucial period in the company’s history. The COVID-19 pandemic brought it a new recognition as a leading biopharma company. It also experienced rapid growth thanks to sales of mega blockbuster drugs while building a robust pipeline of over 35 product candidates. All of this led to an expanded international footprint and a doubling of the company’s workforce over five years. 

Chan’s role for Regeneron has included navigating its first acquisition, new launches and the opening of offices in seven global markets. She has pivoted from broad product communications to a focus on more targeted, digital-first, always-on corporate campaigns that can be scaled as needed. Under her leadership, Regeneron’s corporate reputation has advanced in terms of trust — improving by 6% in the general population and as much as 40% among key audiences. Her leadership was also instrumental in assuring that the company will reach its 2025 responsibility goals, including scientific innovation, patient access, inclusive leadership, integrity, safety and environmental sustainability.

Beyond her work at Regeneron, Chan is a board director at NewYorkBIO, an organization dedicated to advancing the biotech industry, and a board observer at the Society for Science, an organization dedicated to highlighting the importance of science and access to STEM education.

Honorable mention

Liz Skrbkova, director, commercial communications
Novo Nordisk

Outstanding In-House Team

Winner

American Medical Association

The American Medical Association (AMA) represents physicians and the patients they care for, speaking with a unified voice. Much of the responsibility of amplifying that voice falls on the Enterprise Communications (EC) team, who assures that the organization is a leader in conversations around science and healthcare.

In 2023, a priority for the AMA and the EC team was the Recovery Plan for America’s Physicians and devoting resources and advocacy to battling legislative encroachment into the patient-physician relationship. The team prioritized ramped up visibility and positioned the AMA as a champion for the health system and a defender of the practice of medicine. The organization exceeded its visibility goals with proactive announcements, speeches, events, media tours, roundtables and sponsorships, as well as by landing high-profile op-eds in The New York Times and The Washington Post.   

Another focus was Dr. Jesse Ehrenfeld’s historic presidency as the first openly gay AMA president, with notable placements including a standalone profile on CBS Evening News. When the AMA achieved a long-term advocacy objective for the LGBTQ+ community with the reversal of a long-standing FDA blood donation ban, the EC team secured media coverage including two MSNBC segments.

Honorable mention

Haleon

Outstanding Agency Practice

Winner

Golin Health

Since 2020, when it was created as a standalone practice, Golin Health has grown revenue by 75%. In 2023, the practice continued to expand its roster of clients and had an 89% revenue conversion rate among all net new opportunities.

Among its most notable accomplishments in 2023 was its role in the winning IPG team for Pfizer’s portfolio of products. Golin Health now represents three of the top five pharmaceutical companies globally and works with five of the top 10.

Key to Golin Health’s growth has been a flexible, location-agnostic business model allowing it to hire best-in-class talent in all major markets. Golin Health has also continued to add dedicated specialists to its leadership bench such as Kimberly Brock, as the first health equity and inclusion leader, and Lisa Johnson as U.S. head of corporate health, another new position, created to help cement a growing area of focus for clients.

Some of the practice’s most notable work in 2023 includes efforts on behalf of AAD’s Pathways Program to help increase the number of practicing dermatologists from underrepresented communities. An AP feature resulted in more than a billion impressions. For Tobacco Free Florida, Golin Health harnessed the power of Black barbershops and developed smoking cessation tools, resources and support for barbershop clientele.

Honorable mention

Weber Shandwick

Outstanding Agency

Winner

/Prompt

When Lippe Taylor wanted to understand what distinguished it from other agencies, it partnered with IQVIA and found the answer. Among its pharmaceutical product clients, 83% of them grew their share of category sales in quarters when they partnered with the agency. Those same products grew their share of sales just 58% in quarters with other agencies. Lippe Taylor’s approach, which it calls storymaking, fills the gaps between data milestones and approvals. Now the agency’s new brand, /Prompt, embodies this ability to move with speed, leverage cutting-edge technology and drive results through storymaking. 

Two recent projects illustrate storymaking in action. The D.R.E.A.M. Initiative on behalf of AbbVie was grounded in the insight that dermatologists aren’t trained to identify conditions on skin of color, and struggle to attract non-white patients. New training curricula featuring skin of color, royalty-free images and videos portraying diverse patients, were distributed to 4,000 physicians. 

For the nasal spray Astepro, the Feel Sexy, Fast campaign included a limited-edition spoof perfume called La Spontanéité, which highlighted how a simple spray can make you feel sexy fast. The campaign amplified brand value, purchase intent and recommendation rates. The agency’s ability to drive commercial results through communications, difficult in any area, is especially rare in pharma.

Honorable mention

M Booth Health