The European Medical Journal has been shortlisted for The Drum Awards for Marketing 2026.
EMJ is a finalist in the Healthcare & Pharma category, for its entry: From Dull to Dynamic – Pioneering the New Standard in Healthcare Learning.
Collaboration with PARI
Through its partnership with PARI Pharma GmbH, a world-leading manufacturer of inhalation therapy devices for respiratory conditions, EMJ developed an interactive model to guide healthcare professionals through complex chronic obstructive pulmonary disease (COPD) diagnostic pathways.
Patients with COPD face a median diagnostic delay of 230 days and clinicians often lack the appropriate tools to act with confidence and provide their patients with timely, life-changing treatment.
COPD device selection tool
Using EMJ’s interactive content capabilities, the medical journal built an interactive model to translate PARI’s intricate COPD diagnostic pathway into a digestible, story-led digital device selection tool.
It uses two critical values – inspiratory flow and cognitive function – to bring clarity to complex data and streamline decision-making at the point of care.
Alongside the tool, EMJ developed an interactive patient case study and interactive article featuring key opinion leader insights for PARI, enabling healthcare professionals to test their knowledge whilst building credibility.
Solving real barriers
Tim Uden, Creative Director, EMJ, said: “Being shortlisted for the Drum Marketing Awards really means something, because it reflects the heart of what we’re trying to do – make life a little easier for people who don’t have time to waste.
“The HCPs we design for are under constant pressure, so every interaction has to count.
“This work was about stripping away friction and making complex information feel simple, intuitive, and genuinely useful.
“To see that recognised tells us we’re moving in the right direction – and, more importantly, that this kind of thinking is starting to matter.”
EMJ’s suite of content outperformed all objectives, from brand engagement to sales success, with 75% of HCP surveyed actively using the decision tool in clinical care.
The winners will be announced at The Drum Awards for Marketing Awards Show on Wednesday 3 June 2026 at Evolution London.
