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Excellence in Multichannel Communications

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Judging criteria:

The judges will be focusing on the following areas when scoring your entry.
Write your entries accordingly.

  • Evidence of customer insight and identification of the educational needs of the specified audience (10)
  • Specific measurable objectives and clearly-defined strategy to deliver them (10)
  • Customer focus – identification and clear delivery of key messages to the audience(s) for whom the programme was designed (10)
  • Selection of different channels – demonstration/rationale of why entrants chose to blend a mix of channels (10)
  • Creativity or innovation in content, presentation or delivery (15)
  • Integration of communication to deliver consistency and maximise impact (20)
  • Effectiveness – evidence for and measurement of successful outcomes against specified objectives (20)
  • Independent third-party stakeholder feedback (please exclude feedback from stakeholders involved in the initiative, such as clients, honoraria-receiving faculty (10)

Remember: anonymise your entry.

Don't forget: - provide a copy of any previous submissions for this work. - be open! Were there any other contributors to the programme?

(previously Excellence in Integrated Product/Brand Communications)

This category recognises best practice in multichannel communications for prescription medicines, OTC, medical devices, disease awareness initiatives and consumer health brands.

Entries should illustrate how objectives are met through strategy(ies) delivered across a number of channels and provide a clear rationale for selection (with at least two drawn from the list below):

  • Earned media (broadcast, print, social, digital)
  • Paid media (broadcast, print, social, digital)
  • Experiential
  • Hub/web content/owned media
  • Rep driven e.g. e-detailing/face to face
  • Influencer driven (HCPs, patients, other stakeholders)
  • Publications/scientific presentations
  • Congress
  • Non-personal (digital/online advertising)
  • Out of home

Judges will be looking for:

  • Responsible initiatives that deliver effective communications (where all forms of communication are carefully linked together) for the company in accordance with appropriate Codes of Practice (for example EFPIA, PMCPA, APPC (Association of Professional Political Consultants) and PAGB (Proprietary Association of Great Britain) together with clear benefits for stakeholders.
  • Initiatives that ensure appropriate awareness, knowledge of a disease/use of products that improve understanding of, and trust in, the company and product, and deliver improvements in patient benefit.
  • Initiatives that enhance the reputation of the industry.
  • Positive impact on patient care or delivery of care.

Entrants should note that initiatives can relate to programmes at any stage of the product life cycle with stakeholders. Judges will want to see how all
activity is linked back to the brand or product. Joint entries from agencies who have worked together on the campaign will be welcomed.

Work conducted during the two year period between January 2018 and December 2019 will be eligible to allow for the demonstration of real change brought about over time. Where submissions have been entered previously a copy of the previous submission(s) should also be included within the supporting materials. The current entry must provide benchmarks to clearly demonstrate how the programme was evaluated and how it has developed over time.

Entry Format

Executive Summary (max 200 words)
Must be supplied separately from the two-page A4 submission.
If your submission is nominated for an award, only extracts from executive summaries will be published, allowing you to ensure it contains no confidential information. No other part of your entry will be reproduced. Please note that the judges will not see the executive summary and it does not need to be anonymised.


THE REMAINDER OF YOUR ENTRY SHOULD NOT
EXCEED TWO A4 PAGES AND MUST BE ANONYMISED

(unless otherwise indicated in the category description).

1. Situation/Market Analysis


A description of the situation/environment before you undertook the work. For example:

  • What information, research, analysis etc that led you to identify the problem, issue or opportunity
  • What insights that helped you work towards a plan or solution
  • Provide as much benchmark data as possible* (if available) for the judges to identify what the metrics/trends were before the programme began. Changes from baseline metrics brought about by your programme or initiative should be clear to see
  • What challenge(s) had to be overcome.

2. Objectives


Provide clearly defined SMART objectives


The judges recommend no more than five.

  • Make sure you clearly identify key audiences and define benefits to them and to stakeholders and the organisation

3. Strategy


Describe your strategy

  • What was the plan/approach adopted to meet your objectives?
  • Who was involved in the delivery team (both internal and external)?
  • What was the rationale for any collaboration with external stakeholders?
  • Was there a part of the strategy that was truly innovative/groundbreaking?

4. Tactics


    How was the strategy implemented in line with yourobjectives?

  • What channels/tactics did you employ to implement the strategy? Highlight your rationale for selecting these channels.

5. Effectiveness: Outcomes vs Objectives


Demonstrate how outcomes were delivered/achieved against your stated objectives. Show clear evaluation of:

  • Outtakes (knowledge, attitudes, opinions, levels of confidence, number of people who heard about the campaign etc.)
  • Outputs (volume of coverage, number of leaflets, hits to websites etc.)
  • Outcomes (quantifiable changes in behaviour or action taken as a result of the campaign).
    What did success look like for the campaign? Show the real benefit that the work delivered for stakeholders, patients and the organisation.


*This is where you should refer to the benchmarks you identified earlier.

6. Stakeholder Testimonials and Client Verdicts


You must provide a minimum of one (maximum three) independent, third-party stakeholder testimonials. These will be scored by the judges in terms of their quality and relevance and can significantly influence your overall score.
You will also need to provide a minimum of one (maximum three) client testimonials.

  • Approved quotes may be submitted as a letter, fax or email supporting the overall effectiveness of the programme or activity, but the quotes themselves must be included in the two-page submission.
  • Include contact details for the stakeholder(s) (email address and telephone number) for verification purposes (does not need to be included in the two-page submission)
  • If the stakeholder(s) references are confidential, please highlight this on the entry form.

7. Lessons Learned


What lessons did you learn that would help with future work?

8. Supporting Materials (not included in submission length limit)


  • Only send the key information/documents that helps the judges to see how you researched, developed, implemented and measured the programme. The judges do not need every piece of material created as part of the campaign. Also, please include a visual representation of the project/work/campaign
  • ESSENTIAL: A summary sheet must be supplied with supporting materials, detailing each of the supporting materials and clearly referencing where evidence can be found to support claims made in the entry about outcomes, such as shifts in awareness, attitude and reported behaviour, eg info on sample size, method of data collection etc.
    Entries will not be accepted without this document.
  • Where possible, provide a copy of the original brief from the client
  • If you have submitted the same campaign/work previously, provide a copy of the previous submission(s).
  • Supporting Materials do not need to be submitted until Friday 27 March 2020.

Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

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