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Excellence in Marketing New Products (previously Launch Excellence)

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Judging Criteria:

Excellence in creating market and customer insight

  • Demonstrate how you gained in-depth understanding of your market and of 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 strategy development based on insights

  • Evidence as to how you addressed payer/physician/patient needs in your strategy
  • Evidence of resource allocation decisions based on customers’ needs
  • Evidence of effective differentiation and value proposition
  • The rigour and ambition of your objective setting

Quality of execution

  • Evidence of differentiated content being provided in a meaningful way to customers via an integrated multichannel programme

Quality of measurement and learning

  • Demonstrate how metrics have been applied to measure outcomes, take further action and enable learning
  • Evidence as to how data captured is being leveraged and used to adapt strategy and tactics on an ongoing basis

Evidence of improved health outcomes and value

  • Evidence of customer engagement and positive supportive statements
  • Evidence of real-world health outcomes
  • Evidence of multifunctional working.

(Includes activity from prior to launch to three years post-launch)

This category focuses on programmes supporting the introduction of new brands, major line extensions and significant new indications in the UK and Europe.

Launches may be global, regional or UK-specific. Products launched globally or in other European countries prior to launch in the UK are eligible.

Entries may be submitted to this category only once per product, line extension or new indication. Detail should be given of prelaunch activities, where relevant.

Products launched between July 2015 and December 2016 are eligible.


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