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Excellence in Rare Diseases and Orphan Drugs

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Judging criteria:

Excellence in creating market and customer insight

  • Demonstrate how you gained in-depth understanding of your market and customer (payer, physician and patient) needs.

Clarity and appropriateness of objectives

  • Demonstrate how your objectives related to all stakeholders and reinforced each other

Quality of marketing strategy

  • Evidence as to how payer/physician/patient needs were addressed
  • Evidence of resource allocation decisions based on customers’ needs and value
  • Evidence of effective differentiation and value

Quality of execution

  • Evidence of differentiated content being provided in a meaningful way to customers whether through an integrated multichannel programme or the effective use of specific channels
  • Evidence of customer engagement and positive supportive statements from stakeholders
  • Evidence of differentiation and enhanced value

Quality of measurement and learning  

  • Demonstrate how metrics have been applied to measure outcomes
  • Evidence of knowledge gained that will inform and shape future decision-making

Evidence of improved health outcomes

  • Evidence of multifunctional working.

Creating Value

  • Programmes intended to create and demonstrate better clinical and health economic value

This category relates to work in support of any drug for a rare disease or disorder or classified orphan drug at any phase of the product life cycle.

Entrants will need to demonstrate a thorough understanding of the specific healthcare environment, show how they tailored their approach to the specific challenge of rare diseases/orphan drugs and show an appropriate approach to deliver value to stakeholders and so drive the business forward.

Judges are looking for evidence of true collaboration with patient groups and healthcare professionals/advocates.

The entry should relate to activities carried out between July 2015 and December 2016.



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