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Excellence in Marketing Established Products

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Judging criteria:

Below is where the judges will be focusing their scores. Write your entries accordingly.

Excellence in creating market and customer insight (10)

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

Clarity and appropriateness of objectives (10)

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

Quality of strategy development based on insights (15)

  • 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 (10)

  • Evidence of differentiated content being provided in a meaningful way to customers via an integrated multichannel programme or the effective use of specific channels
  • Evidence of customer engagement and positive supportive statements.

Quality of measurement and learning (10)

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

Evidence of improved health outcomes (15)

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

This category recognises work that has succeeded in defining perceptions of positioning and performance of a brand from three years after launch, leading to behavioural change that resulted in improved performance.

Work may be global, regional or UK specific.

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

Work conducted during the 18-month period between December 2016 and June 2018 will be eligible.

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