NEW YORK, NY (September 14, 2017) — Arpan Shah of Lexicon Pharmaceuticals, Inc. won Marketer of the Year at the 9th annual PM360 Trailblazer Awards held in New York City on Thursday night.
Shah realized that the traditional pharma approach was not enough to make an impact in the Carcinoid Syndrome (CS) community. It failed to address patient challenges. Arpan committed to doing more for CS patients.
The solution was to amplify and activate the patient voice, and this meant going beyond what the traditional pharma approach that accentuated the brand’s benefits could provide. Arpan incorporated evidence-based behavioral strategies and patient insights to inform the overarching brand strategy before the brand launch. He developed the About Carcinoid Community, a program that addressed the whole patient by meeting the patient’s clinical, behavioral, and psychosocial needs.
The Marketer of the Year is the individual who best exemplifies the most insightful, forward-thinking and transformative marketing ideas and actions in the industry. Shah was evaluated on his leadership, skill, and the impact and effectiveness of his work.
This is the second consecutive year that a MicroMass client was named Marketer of the Year. Last year, Jennifer Thomas of Janssen Biotech, Inc. was honored with the award. In addition, MicroMass’ program SaxendaCare® won a Trailblazer award in the Persistence/Adherence category.
Lexicon Pharmaceuticals Named Company of the Year
Lexicon also won Silver in the Company of the Year category for Pharma/Biotech.
In addition, MicroMass’ and Lexicon’s initiative, The About Carcinoid Community (ACC) was named a finalist for the PM360 Trailblazer Awards in the direct-to-patient category, but was not recognized as a winner. The ACC was evaluated on its ability to overcome challenges, as well as, skill, innovation, quality of planning, execution, and effectiveness of the work.
MicroMass was a silver level sponsor for the gala event held at Gotham Hall in New York City. The sponsorship included recognition, logo placement, a sponsored raffle prize, full page program ad, and a 10-person table at the gala dinner and awards show.
The 9th annual PM360 Trailblazer Awards honors the most influential innovators of the pharmaceutical and medical device industries. The awards are presented to outstanding companies, marketers, and brand managers representing the best that the industry has to offer. Since 2009, the PM360 Trailblazer awards have recognized outstanding achievement and innovation in healthcare marketing.
Each year, the Trailblazer Awards Gala has more attendees from the pharmaceutical industry than any other industry event.