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Judges' Tips


  • Include activities that build trust and improve the reputation of our industry
  • Get your point across quickly and simply – remember judges review lots of entries
  • Be authentic – retrospectively constructed objectives are easy to spot
  • Write every entry against the category-specific criteria
  • Show a clear link between strategy, objectives, tactics and outcomes
  • Show evidence of a strong strategy – don’t make assumptions
  • Use simple explanations and clear, punchy language
  • Explain what you wanted to achieve and why – we need to know the problem, not just the solution
  • Say why you approached the problem in this way – what were the critical success factors and were there any difficult circumstances to overcome at the time of execution?
  • If you enter an educational CME or CPD programme the judges will require that the objectives are purely educational and are in compliance with recognised guidelines
  • State what gave your campaign the competitive edge and if the proposed solution was innovative
  • State if this campaign was the first of its kind
  • Ensure the evaluation and outcomes really do marry up with the SMART objectives you set out to achieve
  • Tell us how and where the results made a difference for the audience/patient and the client
  • Identify who did what between client and agency – roles and responsibilities
  • Remember – judges are looking for entries that make them think “I wish I had thought of that” or “That’s an initiative/activity I would have been proud to be associated with”
  • Make sure that all materials supplied can be viewed in both Mac and PC format, that you provide any passwords required and that links to sites remain valid until after the final judging day (23 May 2019).


  • Exceed the submission length limit – a 200-word executive summary (supplied as a separate document) and two additional pages of A4 (minimum font size 10)
  • Be afraid to show what the initiative or activity looked like – a picture says a thousand words
  • Be too formulaic – creativity is very important and remember less is often more
  • Use complex sentences and ‘clever’ words
  • Overuse marketing jargon
  • Use tinted boxes or reversed-out type. Entries need to be clearly legible! Simple black and white is good enough
  • Overstate your initiative – if it was a meeting series, say so
  • Make apologies for using a standard tactic; explain that it was precisely what was required – flawlessly executed, of course
  • Confuse “outtakes”, “outputs”, and “outcomes” when evaluating effectiveness of the campaign
  • Assume the judges know the ins and outs of your disease/therapy area – ensure you explain enough to help them understand, but not so much as to complicate the entry
  • Assume the judges will get to see your materials on the day – if your entry doesn’t make the cut on the first round of scoring, they won’t see any additional items that you send in. If an innovative tactic was involved, make sure it is represented or depicted properly in the submission itself.

Final Tip

Once you have written your entry, let a colleague who knows nothing about the initiative read it. If he or she don’t understand something, then neither will the judges!

Category Sponsors

On the night activity sponsors

Key dates

Entry deadline 14 March 2019
Extended entry deadline 21 March 2019
Judging days 9 May and 23 May 2019
Awards Ceremony 4 July 2019

Contact information:

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

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

Behind the Judging: An exclusive insight into all the major healthcare awards

Behind the Judging: Communiqué Awards
Find out what co-the chair of judges Annabelle Sandeman, senior judge Neil Flash and previous award winner Jan Steele have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.