Coyne PR is pleased to announce that it has been named a finalist in the 2020 Medical Marketing & Media (MM&M) Awards for its work with client Pacira BioSciences, Inc. Now in its 17th year, the MM&M Awards were designed to recognize and champion creative, effective healthcare marketing and communications. This year’s judging panel was comprised of more than 70 judges from across healthcare marketing, publishing and service industry.

“The work our team is doing with Pacira over the years is truly transformational and we are humbled to be recognized by this year’s MM&M Awards,” said Kelly Dencker, EVP, Coyne Public Relations. “We’re especially proud of the impact and important conversations this film and campaign is driving within our local communities and surgical suites – raising awareness of the fact that surgery is often a gateway to opioid addiction.”

The agency and Pacira BioSciences, Inc. are a finalist in the Film or Video category for their entry titled, GATEWAY: A Story of How Surgery and Opioids Transformed the Lives of Three Families.

To help reveal that opioid addiction can happen to anyone, Pacira and Coyne PR set out to find real people with real stories who humanize the surgical gateway storyline and demonstrate the struggles that can be caused by legal opioid prescriptions when the dangers of these medications are not understood. What started as a project to create short testimonials quickly evolved into a full-length film once the emotional stories of participants and their loved ones were shared. Pacira and Coyne PR immediately knew these stories deserved a larger stage than originally planned. The result was a 40-minute documentary from Pacira’s unbranded campaign Choices Matter titled GATEWAY, which addressed head-on how opioid overprescribing can lead to downstream consequences like addiction and dependence.

While documentaries about the opioid epidemic have been popular in recent years, a film examining overprescribing in the surgical setting and its impact on addiction and dependence was missing. The team knew that to drive authentic education and urgency around the gateway storyline –it was imperative to create a film that humanized the issue through powerful first-person stories, all while educating viewers on opioid alternatives.

This year’s award celebration will be held virtually on October 8, 2020. For a full list of winners or more information on reserving tickets, please visit the MM&M Awards’ website.

The MM&M Awards represent the very best in healthcare marketing and advertising as determined by the pharma community. The MM&M Awards is celebrating its 17th year and is designed to recognize and champion creative, effective healthcare marketing and communications. The finalists and winners were chosen by a panel of over 70 judges in healthcare marketing, publishing, and service industries.

Coyne PR is a public relations firm with expertise in PR, social and digital with more than 150 full-time professionals. As 2019 Creative Agency of the Year, Coyne delivers programs built on a foundation of stand-out creative, integrated thinking and activation capabilities to effectively convey messages across paid, earned, shared and owned channels for its clients. These programs have been recognized with more than 1,000 industry awards since the agency’s inception in 1991 and led to the agency being one of the Top 20 Independent PR Firms in the U.S. In addition to its offices in New York and New Jersey, the agency’s footprint spans across 115 cities, in 49 countries on six continents through its partnership in The Worldcom Public Relations Group®. With an average agency of record client tenure exceeding five years, Coyne has consistently delivered breakthrough creative, unmatched business results and exceptional client service for more than 25 years. The agency’s cornerstone and creative approach is rooted in its Results First process, where the agency always begins with the end in mind, ensuring clients are always where they want to be.