Skip to content

Ashfield Commercial & Medical Services, part of UDG Healthcare Plc (LON: UDG), is delighted to announce that two members of the team have been crowned winners at the PF Awards, the largest pharmaceutical and medical device sales awards in the UK, which took place on Thursday, 10 March at The Lancaster Hotel in London.

Raheel Mirza, Performance Consultant, won the award for best Learning and Development Initiative, and Connor Surrell, Multichannel Key Account Manager, was crowned E-Detailer of the Year.

Now in its 16th year, the PF Awards are designed to deliver a cross industry awards programme that rewards excellence in pharmaceutical and medical device sales across a variety of categories. The awards are judged by industry experts and an independent advisory board.

The winners were chosen following a vigorous assessment process, in which candidates have to prove skill and expertise across a challenging set of judging criteria. Working as part of the wider Ashfield Insight & Performance team, Raheel demonstrated how he had fulfilled the client’s objectives by delivering a highly engaging team building and business-oriented experience in Dublin for a large team. It was the team’s expert NHS knowledge and understanding of the evolving pharma industry teams – in which roles and team dynamics are becoming increasingly diverse to achieve patient-centric outcomes – that helped them achieve success. Connor achieved a stand out performance in an assessment during which he interacted with a customer via an e-detail, wrote a business plan and took part in a rigorous interview.

Commenting on the double win, Colin Watson, Managing Director of Ashfield Healthcare, said:  “We are delighted to be awarded the accolade of both Learning and Development Initiative of the Year, as well as E-Detailer of the Year. Both awards demonstrate our team drive and spirit, as well as our commitment to quality and excellence as we develop our services to support our clients’ multichannel strategies and deliver superior learning and development initiatives.”

Raheel Mirza added: “This particular training programme was designed to be a challenging and interactive event whilst reinforcing positive behaviours. It recognises how our team of experts deliver tailored and exceptional training solutions. Thank you to our clients for their collaboration on the winning entry! This was a real team effort where ingenuity, expertise and quality combined to produce an award winning learning and development initiative.’

Ashfield was also a proud sponsor of the Account Management Team category in recognition of the importance of this role within the pharmaceutical industry. Ashfield’s business has developed enormously over the past six years with over 25% of its business now resting in the provision of specialist teams to its client portfolio.

Connor Surrell is E-Detailer of the Year


Awards Dinner
Raheel Mirza won for best Learning and Development Initiative


For more information about the PF Awards, please visit

Check what is going on AshfieldCM

Contact us