Help is finally on the horizon

The breaking news in early December that Pfizer/BioNTech’s COVID-19 vaccine had been approved in the UK, the first country in the world to do so, is a huge cause for celebration. Watching the delighted faces of the television presenters as they announced the news reflected the sheer relief that swept through the nation with the realisation that, after months of desperate hope and the huge cost of living with the virus, help is finally on the horizon.

Even with this incredibly encouraging news, we cannot afford to let down our guard in this last stretch of the unprotected fight against the coronavirus. Christmas is just around the corner and everyone longs to celebrate and put the enormous struggles of this year behind us, even if only for a few hours spent with friends and family. But the battle wages on regardless, with some of the highest infection rates being reported in countries around the world at the time of going to press. So we need to make one final push to stay safe, protect our loved ones and not let COVID fatigue influence our behaviour.

PMGroup has just celebrated hosting the 20th annual PMEAs, where we continued to recognise the achievements in pharmaceutical marketing excellence. While the event took place virtually this year due to the COVID-19 pandemic and social distancing restrictions, the turnout was impressive, with over 1,000 views of the livestream and over 150 tweets posted to the social media wall and 1,300 impressions. Turn to page 24 to read more about the exciting livestream event!

On behalf of the whole team at PMGroup I would like to wish all our readers a happy festive season!

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