Reyataz, Lunesta Win MM&M Gold Awards.

NEW YORK -- The marketers behind Reyataz and Lunesta took top honors at the MM&M Awards 2005.

Sepracor, together with partners Zeno Group, McCann Humancare and Echo Torre Lazur, won the MM&M Gold Award for Best Total Integration Program in a company under $5 billion in sales, based on the launch of Lunesta, with an honorable mention going to molecular testing systems firm Cepheid and agency ODA for their work on the Cepheid brand campaign.

Bristol-Myers Squibb, along with Euro RSCG Life Adrenaline, won the MM&M Gold Award for Best Total Integration Program in a company over $5 billion in sales for the launch of Reyataz. An honorable mention for the category went to Amgen and Abelson-Taylor for their work on the launch of Kepivance.

The MM&M Awards, presented Wednesday, Nov. 9 at New York City's Tavern on the Green, recognize the year's best work in medical marketing across all disciplines as judged by a panel of the industry's top talents. Emceed by comedian Adam Ferrara, the lavish event was attended by more than 600 leading marketers.

The other awards winners were:

--Best TV Campaign to Roche Diagnostics and BBDO Chicago for Accu-Chek "Twins" and "Yaa" spots, with an honorable mention going to Allergan and Grey Worldwide for Botox Cosmetic "Special Occasions" campaign

--Best Overall Campaign in Consumer Press to Allergan and Jeffery Simbrow & Associates for Botox Cosmetic "Me, Myself and I" campaign, with an honorable mention going to GlaxoSmithKline and Grey Worldwide for Imitrex Monster campaign

--Best Overall Campaign in Business Press to Pfizer and Euro RSCG Life LM&P for Estring "Below the Belt" campaign, with an honorable mention going to Wyeth and Grey Healthcare Group for ReFacto "Shadow" ad

--Best Use of Public Relations to Pfizer and APCO Worldwide for The Pfizer Share Card: Commitment to Access, with an honorable mention going to Allergan and Chandler Chicco Agency for Prevage Antioxidant Cream work

--Healthcare Consumer Publication of the Year to Southern Progress Corporation's Health Magazine, with an honorable mention to The Association of Women's Health, Obstetric and Neonatal Nurses for Every Woman Magazine

--Healthcare Business Publication of the Year to Elsevier/BioLink Communications' Community Oncology, with an honorable mention going to Thomson Professional Postgraduate Services' Lipid Management newsletter

--Healthcare Web Site of the Year to the American Academy of Family Physicians for FamilyDoctor.org, with an honorable mention going to the National Diabetes Education Initiative for NDEI.org

--Best Media Buying or Planning to Aventis and Starcom USA for Lantus media plan, with an honorable mention to Alcon Labs and Communications Media Inc. for Panatol NCO work

--Best Individual Product Advertisement in Consumer Press to AstraZeneca and Quantum for Crestor "Oats, Carrots, Sneakers" ad, with an honorable mention going to Forest Health, Berix Clinics and Unit 7 for America's Leader ad

--Best Product Launch Advertisement in Consumer Press to Digene and Gotham, Inc. for The HPV Test "Not a Pap" ad, with an honorable mention to Forest Health, Barix Clinics and Unit 7 for America's Leader ad

--Best Individual Product Advertisement in Business Press to Medpointe and Wishbone/ITP for Zomig "Faster Than Fast" ad, with an honorable mention going to Connetics Corp. and Abelson-Taylor for Evoclin journal ad

--Best Product Launch Advertisement in Business Press to Connetics Corp. and Abelson-Taylor Inc. for Evoclin journal ad, with an honorable mention to Coria and Balcom Agency for "Salex: Before, After" ad

--Best Use of Digital Marketing to Consumers to Serono and Cramer for FertilityLifeLines.com, with an honorable mention to AstraZeneca and SimStar for EverydayKidz.com

--Best Use of Digital Marketing to Healthcare Professionals to Takeda Pharmaceuticals and Shaw Science Partners for ScienceofSleep.com, with an honorable mention going to GE Healthcare and Estco Medical for GE Digital Hospital

--Best Use of Direct Marketing to Consumers to Invacare Corp. for Invacare Homefill GRO2 Program campaign, with an honorable mention going to Healthcare Communications Group for The Big M work

--Best Use of Direct Marketing to Healthcare Professionals to Alcon Labs and MTI for Ciprodex eXtendRx Sales Optimization Program, with an honorable mention to Baxter BioScience and The Hamilton Communications Group for Advate Camp Superfly launch

--Best Corporate Advertisement/Campaign to Olympus America Inc. and CCA Advertising for BioScapes Digital Imaging Competition campaign, with an honorable mention to the Medical Advertising Hall of Fame and Euro RSCG Life LM&P for "The Natural" ads

--Best Agency Self-Promotion Advertisement/Campaign to Grey Healthcare Group for GHG print ads, with an honorable mention going to Sudler & Hennessey for its "&" campaign

--Best OTC Product Advertisement/Campaign to Pharmavite and Williams-Labadie for Nature Made "Just a Vitamin" campaign, with an honorable mention to Novartis Consumer Health and Euro RSCG Life MetaMax for Benefiber "The Yuck Stops Here" campaign

M&MM is a monthly publication focusing on the marketing of pharmaceutical products, delivering balanced, relevant and authoritative coverage to an audience of pharmaceutical marketers, agencies and medical publishers. Each issue offers quality news, analysis, feature articles and opinions covering a variety of topics, from the key players, products and advertising campaigns, to the regulatory issues, marketing strategies and business moves that affect them.

The MM&M Awards was launched in 2005 to fill an industry void for a program that recognizes creativity and marketing effectiveness, and one that is judged independently and authoritatively. MM&M assembled a panel of 39 esteemed leaders and thinkers from every corner of medical marketing to judge more than 500 entries. The identities of the winners were concealed until Wednesday's presentation ceremony.