Calogero Azzeglio – Marketing Lead Cardio Area and Daniela Duranti – Digital Manager

The ninth annual “Excellence in Scientific Communication and Patient-Centered Care” awards ceremony was held in Rome on June 25th, bringing together medical professionals to celebrate initiatives that successfully blend scientific excellence with genuine patient advocacy.

Set against the historic backdrop of Rome’s National Archives, the event gathered healthcare practitioners, scientific organizations, and industry leaders committed to transform medicine into a more responsive and patient-oriented discipline. Menarini IFR distinguished itself by securing three prestigious awards, reinforcing its leadership in championing evidence-based scientific communication while keeping patients at the heart of healthcare delivery.

The standout achievement was #CIBASTADIRLO, which claimed top honors in both the “Patient-Centered Care” and the “Social Media Excellence” Award. Created by Professor Francesco Fattirolli and Dr. Carmine Riccio, with educational development by Hinovia ECM, this innovative program—which Menarini supports through unrestricted funding—revolutionizes traditional doctor-patient dynamics.

The initiative transforms healthcare interactions from one-way communications into meaningful partnerships where patients actively participate in their treatment journey. The comprehensive training curriculum tackles real-world communication challenges head-on, including the complexities of telemedicine consultations, equipping healthcare providers with practical tools to enhance their interpersonal capabilities and forge stronger therapeutic partnerships.

This progressive approach earned widespread acclaim from the medical community, who recognized its transformative potential for both professional development and cultural change. Full program details can be found at: www.cibastadirlo.com.

Additionally, Menarini IFR secured runner-up position in the “Chronic Disease Management” category for its “Diamogli Voce” (Give It a Voice) initiative, a comprehensive awareness campaign addressing Chronic Obstructive Pulmonary Disease (COPD). Endorsed by leading medical societies and patient advocacy groups including SIP-IRS, AIPO-ITS/ETS, Respiriamo Insieme (Let’s Breathe Together), and Pazienti BPCO (COPD Patients), with creative execution by LATO C and Medicom, the campaign excels at making complex medical information both understandable and emotionally resonant.

At the campaign’s core is “Dammi il LA” (Give Me the Key), the first feature-length film exclusively focused on COPD, now streaming on Amazon Prime Video. The film authentically captures the lived experiences of COPD patients, balancing the challenges of chronic illness with moments of resilience, humor, and profound humanity. Additional information is available at: www.diamoglivoce.it.

These accolades, voted on by healthcare professionals themselves, send a powerful message: Menarini’s daily commitment resonates deeply with frontline medical practitioners.

This recognition validates the company’s strategic direction and strengthens their resolve to continue supporting programs that educate, empower, and create lasting value. The goal extends beyond collecting awards: it’s about amplifying voices, providing resources, and fostering a healthcare ecosystem that prioritizes understanding, compassion, and human connection.