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Excellence in Pre-Commercialisation 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)
  • Clearly defined strategy to deliver outcomes against specified objectives(10)
  • Customer focus - identification and clear delivery of key messages to the audience(s) for whom the programme was designed(10)
  • Selection of different disciplines - demonstration/rationale of why entrants chose to blend different disciplines(10)
  • Scientific acumen, creativity, where appropriate, or innovation in content and/or delivery(10)
  • Demonstrate evidence of how the different disciplines complemented each other(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 Non-Promotional Communications)

This category recognises best practice in integrated communications for prescription medicines, OTC, medical devices and consumer health brands during the pre-commercialisation phase and before they have reached the market.

Entries should illustrate how objectives are met through strategy(ies) delivered across a number of disciplines (with at least two drawn from the list below) and give a clear rationale as to why specific disciplines were chosen, what benefits the multiple disciplines brought and how they complemented each other.

  • Medical education
  • PR
  • Public affairs
  • Advocacy communications
  • Market access
  • Disease awareness
  • Market research
  • Publications

Below are examples of initiatives that the judges will be looking for:

  • Responsible/ethical programmes that deliver effective communications (where all forms of communication are carefully linked together
    and within the pre-commercialisation phase) for the company (in accordance with the appropriate ABPI, EFPIA and PAGB Codes of Practice) together with clear benefits for stakeholders.
  • Initiatives that ensure appropriate awareness, knowledge that improves understanding of, and trust in, the company and/or disease category, and delivers improvements in healthcare/patient care/delivery of care.
  • Initiatives that enhance the reputation of the industry.

Entrants should note that initiatives can relate to programmes in the pre-commercialisation phase of the product’s life cycle with stakeholders. Judges will want to see how all activity has effectively communicated the message and measured success against objectives set at the outset.

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. 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.


(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

  • 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

  • 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

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243