2022 Pharmaceutical Executive APEX Award Winners

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Pharmaceutical Executive, an MJH Life Sciences company, is pleased to present the 2022 APEX Awards, a pharmaceutical award show judged by United States healthcare professionals (HCPs), including doctors, nurses, and other specialists. Companies can submit their campaigns for consideration by the jury. Winners are recognized by agency and marketing peers for breakthroughs in pharmaceutical and healthcare marketing and communications.

This year’s show took place on October 18, 2022 in New York City and presented 26 companies with awards across different categories.

The winners of the 2022 APEX Awards—and the respective categories—are as follows:

Aesthetics/Dermatology

Branded Category – FDA Regulated: Sanofi and Regeneron

  • Agency: Arnold NY
  • Campaign name: Show More Skin
  • Description: This campaign inspires patients to reveal their skin and true selves now that their eczema symptoms are under control.

Cardiovascular

1. Branded Category – FDA Regulated: Novartis

  • Agency: McCann Health New York, an IPG Health Company
  • Campaign name: Heart of What You Do
  • Description: The popular song, The Beat Goes On, is the heart of this campaign, which shows heart failure patients leading interesting and fulfilling lives.

2. Disease Awareness/Education Category – Unregulated: Amarin

  • Agency: PAC Media Group/Pangaea Creative House
  • Campaign name: Healthful Living Cardiovascular Issue
  • Description: Each issue of Healthful Living offers patients high-end, condition-specific content in an approachable and entertaining way with a modern flair.
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Central Nervous System

1. Branded Category – FDA Regulated: Impel NeuroPharma

  • Agency: JUICE Pharma
  • Campaign name: Be Direct
  • Description: With a combination of straight talk, unexpected metaphors, and anticipated shocked reactions, this campaign embraces the odd with the right amount of attitude.

2. Disease Awareness/Education Category – Unregulated: Sanofi

  • Agency: PAC Media Group/Pangaea Creative House
  • Campaign name: Healthful Living Multiple Sclerosis
  • Description: Each issue of Healthful Living offers patients high-end, condition-specific content in an approachable and entertaining way with a modern flair.

Devices

Branded Category – FDA Regulated: Impel NeuroPharma

  • Agency: JUICE Pharma
  • Campaign name: Be Direct
  • Description: With a combination of straight talk, unexpected metaphors, and anticipated shocked reactions, this campaign embraces the odd with the right amount of attitude.

Direct-to-Consumer

1. Branded Category – FDA Regulated: Novo Nordisk Inc.

  • Agency: CultHealth
  • Campaign name: Wake Up & RYBELSUS® Launch Campaign
  • Description: Type 2 diabetes robs patients of their confidence. This campaign gave them something to rally behind: a life unbound with limitless possibilities.

2. Disease Awareness/Education Category – Unregulated: Sanofi Regeneron

  • Agency:PAC Media Group/Pangaea Creative House
  • Campaign name: Healthful Living Asthma
  • Description: Each issue of Healthful Living offers patients high-end, condition-specific content in an approachable and entertaining way with a modern flair.

Direct-to-Patient

1. Branded Category – FDA Regulated: Apellis

  • Agency: Centron
  • Campaign name: Home Suite Home Patient Engagement Campaign
  • Description: Collaborating with HGTV personality, Genevieve Gorder, Home Suite Home helps patients approach home self-infusion the same way they would any healthy lifestyle change.

2. Disease Awareness/Education Category – Unregulated: Avadel Pharmaceuticals

  • Agency: Fingerpaint
  • Campaign name: Narcolepsy Disrupts
  • Description: This campaign raises awareness among patients and HCPs of both the daily and nightly impact of narcolepsy symptoms and treatment.

Hematology

1. Branded Category – FDA Regulated: Apellis

  • Agency: Centron
  • Campaign name: Home Suite Home Patient Engagement Campaign
  • Description: Collaborating with HGTV personality, Genevieve Gorder, Home Suite Home helps patients approach home self-infusion the same way they would any healthy lifestyle change.

2. Disease Awareness/Education Category – Unregulated: CTI BioPharma

  • Agency: GSW
  • Campaign name: Tipping Point: The Game
  • Description: Utilizing leap motion hand-tracking technology, Tipping Point helps HCPs get a virtual hands-on understanding of finding the right balance when treating myelofibrosis.

Immunology

1. Branded Category – FDA Regulated: Bio Products Laboratory USA

  • Agency: Tim Peters and Company Inc.
  • Campaign name: BETTER than Big – a small company makes a big impact
  • Description: Bio Products Laboratory is a small, scrappy player among giants in the immunoglobulin market. BETTER than Big, a third-party survey, helped them get closer to their goal of being the best, not the biggest.

2. Disease Awareness/Education Category – Unregulated: Novartis Pharmaceuticals Corporation

  • Agency: Synapse
  • Campaign name: Rheumatology PEAK: Personalized Education and Knowledge
  • Description: A campaign two years in the making and created in partnership with a committee of practicing rheumatologists helps deliver a new approach to rheumatology medical education.

Men's Health

Branded Category – FDA Regulated: Accord BioPharma

  • Agency: Proximyl Health
  • Campaign name: Simple Is Right at Hand
  • Description: The first and only no-mix, prefilled, sub-Q therapy for advanced prostate cancer, CAMCEVI simplifies syringe prep—featuring campaign imagery that reflects its ease and simplicity.

Oncology

1. Branded Category – FDA Regulated: Telix Pharmaceuticals

  • Agency: JUICE Pharma
  • Campaign name: Guided by Illumination
  • Description: With its expansive starry sky and stylized disease progression graphic, this campaign showcases the vast potential of this new imaging modality.

2. Disease Awareness/Education Category – Unregulated: Seagen Inc.

  • Agency: Biolumina
  • Campaign name: See Breast. Think Brain.
  • Description: Artfully combining a simple headline with striking imagery, the campaign succeeds in communicating a clear and motivating narrative—from incidence to impact to the treatment approach.

Ophthalmology

Branded Category – FDA Regulated: Bausch + Lomb

  • Agency: Heller Inc.
  • Campaign name:XIPERE: Fighting Back Against Macular Edema Associated with Uveitis – DTC Campaign
  • Description: Marie, the face of the campaign, is someone that everyone can relate to—a family member, friend, and coworker—and presents information in an approachable, story-like fashion.

Pediatrics

1. Branded Category – FDA Regulated: Eton Pharmaceuticals

  • Agency: CrowdPharm
  • Campaign name: Reach New Heights
  • Description: This campaign pairs the ideal growth stages of infants and children with age-appropriate hydrocortisone doses to elevate the importance of accurate dosing.

2. Disease Awareness/Education Category – Unregulated: Certara

  • Campaign name: New Horizons in Pediatric Drug Development Symposium
  • Description: A two-day virtual symposium brought together by thought leaders and innovators in pediatric drug development to advance pediatric drug development into a new era.

Rare Disease

1. Branded Category – FDA Regulated: Bio Products Laboratory USA

  • Agency: Medthink
  • Campaign name: One in a Million (Could Be One of Your Patients) Evolution
  • Description: After launching Hereditary Factor X Deficiency Awareness Day in 2020, Bio Products Laboratory amplified the day in 2021—introducing a potential audience of over 139 million people to the ultra-rate genetic disorder.

2. Disease Awareness/Education Category – Unregulated: Avadel Pharmaceuticals

  • Agency: Fingerpaint
  • Campaign name: Narcolepsy Disrupts
  • Description: This campaign raises awareness among patients and HCPs of both the daily and nightly impact of narcolepsy symptoms and treatment.

Respiratory

Disease Awareness/Education Category – Unregulated: Sanofi Regeneron

  • Agency: PAC Media Group/Pangaea Creative House
  • Campaign name: Healthful Living Asthma
  • Description: Each issue of Healthful Living offers patients high-end, condition-specific content in an approachable and entertaining way with a modern flair.

Surgery

Branded Category – FDA Regulated: Mallinckrodt Pharmaceuticals

  • Agency: Fingerpaint, 1798
  • Campaign name: Heal Without Harvesting
  • Description: By removing the razor from the dermatome and replacing it with a powerful headline, Heal Without Harvesting flipped the script on the traditional treatment.

Women's Health

1. Branded Category – FDA Regulated: Shield Therapeutics

  • Agency: Elevate Healthcare
  • Campaign name: Hemoglobin Rising
  • Description: Release the mythical beasts! This campaign, with its iron mermaid rising from the depths, is legendary in the way it reminds the reader that tolerable oral iron is not a myth.

2. Disease Awareness/Education Category – Unregulated: Astellas Pharma Inc.

  • Agency: Havas Health & You
  • Campaign name: Neuron Forest
  • Description: An integrated HCP disease state awareness campaign about the newly understood science behind vasomotor symptoms of menopause and the burden it places on women.

Congratulations to the winners and thank you to the jury for sharing your time and insight. Thank you as well to our sponsors, biolumina, the Agency Network (part of MJH Life Sciences), and centron, and to all the companies that participated in the event.