APCI has earned international recognition for its public policy communications work after the Alabamians for Affordable Medications (AfAM) campaign was named a finalist in two categories of the 2026 Content Marketing Awards.
Presented annually by the Content Marketing Institute, the awards recognize outstanding achievement in content strategy, storytelling, audience engagement, and measurable marketing results. The competition attracts entries from around the world, including Fortune 500 companies, global advertising agencies, healthcare systems, universities, nonprofit organizations, and international brands.
AfAM was recognized as a finalist in both Best Content Marketing Program in Healthcare and Purposeful Marketing, placing APCI alongside some of the world’s leading organizations in healthcare communications.
Launched during Alabama’s 2025 legislative session, the campaign was created by APCI and the Alabama Pharmacy Association to help patients, employers, policymakers, and the public better understand how pharmacy benefit managers (PBMs) influence prescription drug pricing and patient access to medications. Through a coordinated communications strategy that included a dedicated website, paid and organic social media, opinion editorials, print advertising, patient education materials, video, and digital advocacy tools, the campaign transformed a complex healthcare policy issue into clear, understandable information that encouraged public participation.
Over approximately 90 days, the campaign generated more than 1.69 million impressions, reached more than 530,000 Alabamians, drove more than 21,000 visits to AffordableMedsAL.com, and inspired hundreds of citizens to contact their elected officials in support of PBM reform. The campaign supported the successful passage of Alabama’s landmark PBM reform legislation.
“It’s gratifying to see our work recognized internationally, but the award isn’t the accomplishment,” said Richard Kirby, APCI Director of Communications. “The real accomplishment was helping people better understand an issue that affects every Alabama family, seeing hundreds of citizens engage in the legislative process, and supporting reforms that will strengthen independent pharmacy and improve patient access. That said, I am especially proud of the APCI marketing team. They poured an incredible amount of talent, creativity, and hard work into this campaign, and this recognition reflects the quality of what we achieved together. That’s why we do this work.”
APCI CEO Tim Hamrick said the recognition reflects the organization’s commitment to advocating for independent pharmacy through strategic, member-focused communications.
“We’re honored to receive this recognition from the Content Marketing Institute,” Hamrick said. “While it’s gratifying to have our communications work recognized, what matters most is that this campaign helped educate the public and support meaningful reforms that strengthen independent pharmacy and protect patient access to care. That’s what APCI exists to do.”
For APCI, the dual finalist designation represents more than recognition for a successful marketing campaign. It demonstrates how thoughtful, purpose-driven communications can help educate the public, counter misinformation, build engagement, and support meaningful public policy on behalf of independent pharmacies and the patients they serve.