Indegene, India’s leading provider of medical and scientific marketing services to the pharma industry, has partnered with GlaxoSmithKline Consumer Healthcare, India, to win the Global Pyramid Award for excellence in medical marketing in the category ‘Best Use of Science’. The Global Pyramid Award recognises marketing, business innovation and excellence in medical marketing throughout GlaxoSmithKline’s network on a worldwide basis.
Indegene’s efforts to build scientific awareness for the ‘Horlicks Clinically Proven’ campaign on the medical marketing front led by Jaya Mathai, Head, Medical Marketing, GlaxoSmithKline, India, has helped it win this year’s Global Pyramid Award.
This campaign was based on the large clinical trial, which proved that Horlicks supplementation to schoolchildren improved nutritional status, which made them taller, stronger, sharper and healthier. Indegene was a major contributor in the initiative by helping GlaxoSmithKline formulate the scientific communication material, develop a scientific advisory board and generate substantial local data to deliver a compelling medical marketing initiative.
According to Mathai, “This year’s Global Pyramid Award demonstrates the importance of having clinically validated claims for Horlicks and the increasing value of medical marketing within GlaxoSmithKline. Indegene was one of the key contributors in helping us get the award this year by assisting us with the medical marketing campaign.”
GlaxoSmithKline also received a ‘highly commended’ award in the category of ‘Best Campaign’ for their medical marketing campaign on Mother’s Horlicks in which the PR campaign was done by the Medical PR division of Indegene. The task of the successful Mother’s Horlicks PR campaign was to spread awareness on the benefits of DHA (an omega-3 fatty acid) for pregnant and breastfeeding women.
Said Dr Rajesh Nair, Managing Director, Indegene, “It is a matter of great pride for Indegene to have helped GlaxoSmithKline Consumer Healthcare, India win recognition at a global level. The Horlicks campaign is the ideal instance of how our scientific marketing model works to create medico-marketing campaigns that add significant value to our clients.”