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New Product Launch Excellence

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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
  • The rigour and ambition of your objective-setting.

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
  • Evidence of effective differentiation and value proposition
  • 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 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 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 (15)

  • 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. 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 pre-launch activities, wherever relevant.

Products launched in the three-year period between July 2015 and June 2018 are eligible.

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