PROMOMED is the winner of the Infopowod of the Year award

PROMOMED's Corporate Communications Directorate has won the prestigious Infopowod of the Year award. The award was given for a successful media campaign to bring a new drug, Tirzetta®, to the market. The Expert Council evaluated more than a hundred applications from all over the country. The award ceremony was held as part of the annual Medialogy research project aimed at evaluating the main PR-cases of the past year.

The award has traditionally been held since 2022, but only this year it has covered the field of medicine and pharmacy for the first time. Analysts analyzed the entire array of publications in the media and social networks for 2025 to identify topics that attracted the attention of the audience. The key selection criterion was the media weight of the information guide, which was evaluated by Media Index (takes into account citation, tonality and visibility in the media) and SEE The index (the influence of authors and audience engagement in social media). The project of the PROMOMED team scored high scores on both metrics, due to which the company became one of the debutants and became one of the ten winners.

Ekaterina Popova, Director of Corporate Communications at PROMOMED, received the award from the organizers. According to her, the work on the communication strategy of the Tirzetta® brand began long before the drug entered the civil market. The campaign combined classic media interaction with digital tools and innovative solutions. In particular, a "slimming" billboard appeared on Zubovsky Boulevard in Moscow, and by World Obesity Day, the Company released ads: "Excess weight has been lost. The finder is kindly requested to call PROMOMED."

"When launching the campaign, we set ourselves the task of drawing attention to the problem of obesity as a socially significant challenge. It was important for us to show that being overweight is not a personal choice or weak willpower, but a medical and social issue that needs to be discussed openly. We adapted complex scientific data to a language that everyone could understand, and we talked about metabolic health in an accessible way so that more people could change their quality of life, become healthier, more beautiful, and happier. And, of course, I would like to express my gratitude to my colleagues from the Marketing and Sales Directorate of the Endocrinology Group — their professionalism, deep involvement and teamwork on the strategy have become the most important components of this success," notes Ekaterina Popova.

The introduction of a special nomination for the pharmaceutical sector marks significant changes in the industry: the industry is increasingly moving towards open interaction with wide audiences. PROMOMED expresses its gratitude to Medialogia for creating an objective and transparent platform for evaluating PR activities. The opportunity to measure the real media weight of the information channel and receive feedback from leading market analysts is an incentive for further development and improvement of corporate communications standards in the pharmaceutical industry.