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PMEA returned on 19 November to the Sheraton Grand in London to recognise excellence within pharmaceutical marketing.

The Awards evening, back for its 25th year, began with a networking event, welcoming hundreds of guests dressed in smart evening wear who were eager to discover who the 2025 PMEA winners were.

The PMEA programme rewards work that delivers clearly identifiable benefits and improved outcomes for patients, as well as societal value, in global, regional and local markets.
This year’s Awards included 20 categories, up from 17 in 2024, with the three new categories recognising: the Care Pathway Transformation; Excellence in Global/Local Connectivity and Value, and Contribution to the Future of Healthcare at Ecosystem Level.
Taking home the first award of the evening, Excellence in Engaging and Educating Patients, was ‘Patiently AI: Transforming Patient Understanding with Personalised AI’ by PharmaTools.AI.

Roche was the winner of two of the new categories: Care Pathway Transformation, and Contribution to the Future of Healthcare at Ecosystem Level for their entry: ‘Roche – Africa Breast Cancer Ambition (ABCA)’ by F. Hoffmann-La Roche.

The winning entry for the third new category, Excellence in Global/Local Connectivity and Value, was ‘Show Type 2 Diabetes the Red Card’ by Merck Healthcare, with support from Porter Novelli.

In an extremely competitive category, the award for Excellence in Innovation went to ‘Patiently AI: Transforming Medical Understanding with Personalised AI’ by PharmaTools.AI, with Havas Life London being highly commended for their entry ‘RAiRE – Validated Intelligence for Rare Disease Strategy’.

There was an excited buzz in the air as the final two awards of the evening were announced. With both awards being highly sought after, the Support Agency of the Year Award went to Foundry3, with the judges commenting: “Foundry3’s sense of innovation and bringing genuine inspiration comes through exceptionally well in their application.”
The Company of the Year Award went to Alnylam, with the judges saying: “The team was authentic, consistent, had real passion and a very compelling shared vision, sense of purpose and deep understanding of their market and customers.”

Debbie Tuesley, PMGroup Events Director added: “Congratulations to all the winners, highly commended and the finalists for the recognition they all deserved!”
All the results can be viewed here: https://pmeaawards.com/results/pmea-awards-2025-results/

Full list of winners, highly commended and finalists – PMEAs 2025

1 Excellence in Engaging and Educating Patients
Winner 

• Patiently AI: Transforming Patient Understanding with Personalised AI
  by PharmaTools.AI

• Transforming Northeast London Nail Salons into Gynae Health Education Hubs
  by Eve Appeal and North-East London Cancer Alliance with support from JPA Health
• Penta: Young Reporters
  by The Penta Foundation. This project has been made possible with the provision of a financial grant from Gilead Sciences Europe Ltd and ViiV with support from Envision 90TEN

• COPD ‘Let’s Dance’
  by Sanofi UK with support from Havas Life London with Havas Red

• Educating Hcps on the Mixed Presentation of hATTR to Prompt Earlier Genetic Testing
  by Alnylam Pharmaceuticals with support from Cognite Communications

• Biomarker Banter: HR+/HER2- mBC Insights
  by This activity was supported by an educational grant from Lilly with support from Nexus Healthcare Education & Partners for Advancing Clinical Education

• Uniting a Disparate HCM Community: Transforming Knowledge into Patient Impact
  by Bristol Myers Squibb with support from Lucid Group Communications
• Seizing a Rare Opportunity: Uniting the Lipodystrophy Community to Redefine Care
  by Chiesi EMEA with support from JPA Health
• Haleon’s Community Pharmacy Pain Consultations Programme
  by Haleon with support from Ogilvy Health
• COPD Spotlight: Transforming COPD Care Where It’s Needed Most
  by Sanofi UK with support from Havas Life London

• Real Talk: It’s Time To Get Real About Prostate Cancer
  by Ipsen UK and Prostate Cancer Research with support from Envision 90TEN

• Transatlantic Exchanges in Oncology: An evolving programme to establish a transatlantic oncology community
  by L’Institut Servier with support from Medscape Medical Affairs

• Hobby Horses and Poker Chips: Reimagining the MSL Training Experience
  by Novartis Pharmaceuticals Corporation with support from Caudex, an IPG Health Company

• IMPACT Study and Rheumbot
  by Great Ormond Street Hospital for Children NHS Foundation Trust with support from Prime

• Haleon’s Community Pharmacy Pain Consultations Programme
  by Haleon with support from Ogilvy Health

• A New Standard: The gMG Patient Council as a Blueprint for Patient-Focused Innovation
  by Merck KGaA with support from Origins
• Accelerating a New Era of Patient Involvement in EU Medicines Assessment
  by Takeda EUCAN Oncology with support from JPA Health

• Be Ready: Harnessing Social Media, AI, and Data to Drive Fertility Awareness and Empowerment
  by Gedeon Richter with support from Foundry3

• Immersion That Changed Everything: Rewiring HCP Minds Through Story, Science and VR
  by CSL Vifor with support from Havas Life London

• LungX Health Bot
  by MSD with support from Gesundheit

• Liming with Gran
  by Genomics England and University of Cambridge with support from Ketchum UK

• Omnichannel Customer Engagement to Improve Recognition of Mixed hATTR Presentation
  by Alnylam Pharmaceuticals with support from Cognite Communications
• The Takeda Transplant Exchange: Connecting Transplant Care Specialists Across Channels
  by Takeda UK with support from Precision AQ

• Launch of World’s First Once-Weekly Basal Insulin
  by Novo Nordisk with support from Inizio Evoke

• Pharming UK Launches a Targeted Therapy in the UK to Revolutionize Care for those with Activated PI3K Delta Syndrome (APDS)
  by Pharming with support from Only The Brave

• Foundation Reinvented: A Launch Strategy That Changed the IgAN Conversation in Nephrology
  by CSL Vifor with support from Havas Life London
• Launch of World’s First Once-Weekly Basal Insulin
  by Novo Nordisk with support from Inizio Evoke
• The Gecko that Said it All
  by Santen with support from Syneos Health Communications

• Choices They Deserve: Maintaining Options in Rare Haematology
  by Amgen UK with support from Lucid Group

• The Veltassa Challenge: Mechanism Unlocked
  by CSL Vifor with support from Havas Life London
• Innovative Medical Education for an Asset in Life Cycle Management: Engaging HCPs Through Peer-Led Podcast Publications by EMD Serono, an affiliate of Merck KGaA, Darmstadt Germany with support from Syneos Health Communications

• A Pro-Bono Partnership that Turned Authenticity Into Impact
  by Unique with support from Havas Life London

• Choices They Deserve: Maintaining Options in Rare Haematology
  by Amgen UK with support from Lucid Group

• No Stone Unturned: A Community-Led Campaign to Raise Awareness of PH1
  by Alnylam Pharmaceuticals with support from Intent Health

• Liming with Gran
  by Genomics England and University of Cambridge with support from Ketchum UK

• The Brothers’ Arms
  by Androlabs with support from 4th Partnership
• Real Talk: It’s Time To Get Real About Prostate Cancer
  by Ipsen UK and Prostate Cancer Research with support from Envision 90TEN

• Patiently AI: Transforming Medical Understanding with Personalised AI
  by PharmaTools.AI

• The Brothers’ Arms
  by Androlabs with support from 4th Partnership
• RAiRE – Validated Intelligence for Rare Disease Strategy
  by Havas Life London

• From Chaos To Equilibrium: Transforming AAV Education Through Immersive Innovation
  by CSL Vifor with support from Havas Life London
• IMPACT Study and Rheumbot
  by Great Ormond Street Hospital for Children NHS Foundation Trust with support from Prime

• Lifecycle Management: Unlocking Capability at Global Scale
  by Pfizer with support from Uptake

• Innovative Coaching to Create Measurable Impact
  by GSK with support from Rubica Change & Analytics

• Building a Coaching Culture for the Future
  by Allergan Aesthetics, an AbbVie company

• The Nutrition World Championship: Compete. Learn. Win.
  by Mead Johnson Nutrition with support from Precision AQ

• Roche – Africa Breast Cancer Ambition (ABCA)
  by F. Hoffmann-La Roche Ltd

• Creating a High-Performing Medical Affairs Leadership Team at Jazz Pharmaceuticals
  by Jazz Pharmaceuticals with support from Uptake

• Pioneering Evidence Planning: Exceeding Expectations with Agile, Original Solutions
  by Merck KGaA with support from Bedrock Healthcare Communications

• Roche – Africa Breast Cancer Ambition (ABCA)
  by F. Hoffmann-La Roche Ltd

• From Overlooked to Innovative: Turning an Underfunded Service into a Model of Innovation
  by Bristol Myers Squibb with support from Lucid Group Communications

• Show Type 2 Diabetes the Red Card
  by Merck Healthcare KGaA with support from Porter Novelli

• Pharma’s Most Accessible Film
  by Klick Health

• GSK Herpes Zoster Vaccination
  by GSK with support from Medscape Global

• Roche – Africa Breast Cancer Ambition (ABCA)
  by F. Hoffmann-La Roche Ltd

• Foundry3

• Bedrock Healthcare Communications
• Rubica Change & Analytics:

• Porter Novelli
• Studio Health

• Alnylam

• Takeda

• Amgen
• Merck