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Excellence in Healthcare Professional Education and Support Programmes

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Judging criteria:

Evidence of deep market and customer insight (10)

  • Demonstrate how you gained deep and meaningful insights into HCP needs.

Clarity and appropriateness of objectives (10)

  • Demonstrate how your objectives related to all stakeholders and reinforced each other.
  • Evidence of rigour and ambition in your objective setting.

Quality of strategy development based on insights (15)

  • Demonstrate how you aimed to address HCP needs in your strategy
  • Demonstrate what specific insights led to your choice of particular strategy

Quality of execution (10)

  • Evidence of differentiated content being provided in a meaningful way to customers via an integrated multichannel programme
  • Evidence of enhanced value for the HCP
  • Evidence of customer engagement and positive supportive statements from HCPs.

Quality of measurement and learning (10)

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

Evidence of improved health outcomes and value (15)

  • Evidence of customer engagement and positive supportive statements from HCPs
  • Evidence of changed perceptions and behaviours that will deliver improved health outcomes.

This category recognises initiatives that have made a significant and measurable difference to physicians or healthcare professionals and, in turn, led to enhanced patient healthcare, while at the same time achieving business objectives.

Entries will support education programmes that enable HCPs to deliver real-world outcomes from a change in clinical practice. It can also include the creation of new healthcare professional insights, orientation of a team around the healthcare professional and delivery of consistent quality healthcare professional experiences through the interactions, tools and services from the team.

Please note that ‘customer’ in this context relates to individuals or groups of physicians, nurses, pharmacists or other healthcare professionals.

Potential entrants might include:

  • Brand/account teams
  • Healthcare agencies or consultancies
  • Market access teams or agencies
  • Healthcare policy teams or agencies
  • Government affairs/communications teams.

Initiatives should be designed to cover some (not necessarily all) below:

  • Deliver information, support and resolution for unmet needs/clinical issues
  • Challenge inequalities of health outcomes
  • Improve understanding of a condition and/or its treatment
  • Challenge and improve existing standards of care
  • Raise standards of clinical practice, market expansion, product modification and repositioning.
  • Work conducted during the 18-month period between December 2016 and June 2018 will be eligible.

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