The award was due to be presented at the association's annual shindig in March, which was cancelled due to the coronavirus pandemic.
VMA Awards chair, Claire Edmunds, said: “This years’ winners will still get their moment of glory on stage next March at the rescheduled event. We can also announce that the event is likely to include some additional categories to recognise campaigns and initiatives undertaken during the COVID-19 pandemic.”
Carlos Michelsen, managing director of award sponsor, CM Research, added: "Thanks to the continued success of Cytopoint, Zoetis achieved highly commended status. But it was Elanco that came in as award winners, with their novel veterinary pharmaceutical product Galliprant taking the crown. Congratulations to Elanco!"
Rebecca Bryant, Elanco’s marketing manager for Pet Health Therapeutics (pictured right), said “Elanco is delighted to be recognised by the veterinary community with this prestigious award for Galliprant. The UK team is proud to be part of the launch of this innovative, first-in-class product which has already enriched the lives of thousands of pet owners and their dogs living with osteoarthritis. It’s fantastic to hear from vets that managing OA with Galliprant has already made a positive impact on their practices.”
Zoetis product manager, Allison Henry said: “We are very proud to come such close second in this award category as it is a true testament to the lasting innovation Cytopoint has brought to our industry, customers and pets. At Zoetis, we always strive to develop innovative new medicines for the veterinary industry and we are thrilled to see how Cytopoint has done just that.”
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A triumph of marketing over efficacy?