Judging criteria:

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

Excellence in creating market and customer insight (15)

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

Clarity and appropriateness of objectives (10)

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

Quality of marketing strategy (15)

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

Quality of execution (15)

• 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 (10)

• 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 (15)

• Evidence of multifunctional working.

Creating Value (10)

• 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 lifecycle.

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.

Brands within the global markets, other European countries or UK are eligible.

The entry should relate to activities carried out between July 2017 and June 2019.