Cary, N.C., July 7, 2009 - MicroMass Communications, a leader in behavioral science-based relationship marketing, won two gold International Awards of Excellence - popularly known as the In-Awe Awards - in this year's annual competition recognizing excellence in healthcare advertising as judged by strategy, creative execution and performance. Winners were announced by the Healthcare Communication and Marketing Association, sponsor of the awards, at a June 18 ceremony at the Westin Hotel in Jersey City, N.J.

Winning gold in the Medical Education/Patient Education category and the Consumer Print/Direct Mail category, both MicroMass awards were for a campaign titled the A.I.R. Program (Asthma Information Resources), created for Merck's Singulair^® brand. Developed around insights uncovered by MicroMass behavioral scientists into why many patients discontinue asthma therapy within the first three months of treatment, the A.I.R. Program uses personalized, behavior-changing communications to increase adherence by educating patients about asthma, its triggers and treatment, and the importance of using medications as prescribed.  

The International Awards of Excellence, or In-Awes, are among the healthcare advertising and marketing industry's most prestigious honors. Established in 1985 by the Healthcare Communication and Marketing Association, the awards recognize excellence of performance in healthcare advertising as well as excellence in creativity and graphic execution.

"We're honored to receive these awards, and thank the HCMA and In-Awe judges for their recognition of our work," said Jay Bigelow, president and CEO of MicroMass.  "We also thank Merck for their partnership in making the work possible," he added.

About MicroMass Communications, Inc.

MicroMass personalizes brands. Founded in 1994, MicroMass is a relationship marketing agency with unrivalled capabilities in the application of behavioral science to marketing challenges. The company's approach is founded on the belief that understanding the critical factors that influence individual behavior and creating a dialogue that addresses those factors is the best way of building enduring relationships between customers and brands. 

Unlike traditional agencies that are "siloed" or structured by discipline, MicroMass brings together under one roof the expertise and services for building sophisticated, multi-channel programs that span the full relationship marketing continuum.

Headquartered in Cary, N.C., with a second office in Morristown, N.J., MicroMass is one of the fastest growing agencies in its field. With experience in more than 30 therapeutic categories, the company has a roster of clients that includes some of the most respected names in the pharmaceutical industry. For more information, visit http://www.micromass.com/.