Our most rewarding work often comes when a client reaches a turning point. It is in moments like these that the decisions a business makes shape everything that follows, for its teams, for healthcare systems, and ultimately, for patients.
Three of Prescient’s projects, developed in partnership with Pfizer, Genmab, and Teva, have been shortlisted at the 2026 Pharmaceutical Market Excellence Awards (PMEA), each in a different category.
Now in their 26th year, PMEA recognizes responsible, customer-centered business practice and celebrates programs that deliver clear, identifiable benefits across global, regional, and local markets.
Excellence in Global/Local Connectivity and Value
From Global Vision to Local Impact
We worked with the global team to give regional and country colleagues a shared, evidence-based narrative and outcome-focused decision tools, then brought everyone together in workshops to agree concrete next steps. Countries left with a sharper focus, defined ownership of key actions, and near-term outputs on reimbursement, pricing, and uptake. Tracked results since then show progress in readiness, access, and stakeholder engagement, helping to embed the vaccine in standard vaccination pathways and prepare the brand for its next phase of growth.
Launch Excellence
Building the Global Expansion Blueprint
Launching an oncology therapy internationally marked an important milestone and offered the chance to build capabilities and ways of working that would outlast a single product. The task was deciding which markets to enter, in what order, and how to get each one ready. We combined market prioritization, sequencing, healthcare ecosystem assessment, and governance into a single program, so every strategic decision translated directly into launch-ready plans. Three launches have followed so far, with more planned across Europe through 2027. Along the way, nine Launch Readiness Reviews helped teams identify risks early and adapt as requirements evolved.
Excellence in Building New Capabilities and Mindsets
The Next Generation of Future-Ready Marketers
Our final entry is about people rather than products – enabling European marketers, long rooted in generics, to compete with confidence in innovative medicines. Drawing on a pre-program assessment and external benchmarking, we co-developed the NextGen Marketing Academy: a 14-week program built around three strategic capability pillars and delivered through theory, simulations, and peer discussion. Results exceeded targets: 96% of participants learned something new, 95% said they would recommend the Academy to a colleague, and confidence using AI rose by 41%, with double-digit gains in market understanding, insight generation, and strategic brand planning.
The Academy was described as “driving a more confident, insight-led and future-ready marketing community.”
Looking ahead to November 19
Taken together, our three entries span global commercial strategy, launch excellence, and organizational capability building, reflecting common challenges our Commercial Practice clients bring to us.
Winners will be announced at the PMEA Awards ceremony on November 19, 2026.
We’d like to thank Pfizer, Genmab, and Teva for their partnership, and congratulate everyone whose expertise and unwavering commitment made this work possible.
The Prescient Launch Excellence Report 2026
