Primary Care Sales Professional of the Year

Entry Guidelines and Judging Criteria


This category will test your understanding of the Primary Care Sales role and give you an opportunity to demonstrate your professional knowledge and skills via the vehicle of a case study challenge.


For commercial Pharma professionals whose role involves primary care sales. This can include sales professionals with a broader remit that includes primary care e.g. hospital and pharmacy.


  • Finalists will be invited to take part in category-specific case-study challenges developed by an independent expert panel as well as NHS knowledge tests.
  • Finalists will be presented with the challenge on arrival at the final’s day and given a set period for preparation (usually 1 hour), before delivering your response to a judging panel of senior leaders in pharma.


Specific scoring criteria will be developed alongside each year’s unique case-study / challenge.  But all finalists should bear in mind the following points for this category:

  • Comprehending and understanding the challenge:

Finalists should demonstrate an understanding of the case study and the challenges faced

  • Customer insights and relationship management

Finalists should demonstrate a passion for exceeding their customers needs. This will typically include excellent customer understanding and productive relationships with key customers.

  • Effective communication and teamwork

Finalists should demonstrate superior communication skills and understand the need for working closely with colleagues to achieve commercial goals.

  • Business analysis & business planning

Finalists should be comfortable with analysing data and drawing conclusions from such analysis that helps develop business.


Key dates

Entry Opens
Entry Closes
Finals Day
Awards Ceremony