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Excellence in Brand Strategy Development

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Judging criteria:

Evidence of deep market and customer/patient insight (15)

  • Demonstrate deep and meaningful insights into patient/physician/payer needs
  • Demonstrate how you conducted an internal and external analysis for the brand to underpin your brand strategy

Clarity and appropriateness of SMART objectives (10)

  • Demonstrate how your objectives related to all stakeholders and to the brand’s strengths and weaknesses as well as reinforcing each other by developing and enhancing the brand
  • The rigour and ambition of your objective-setting – specific, measurable and time-based

Quality of brand strategy development based on insights (15)

  • Demonstrate you built a brand strategy as a cross-functional team to address the insights from your market insight and situational analysis
  • Demonstrate how you built and/or continue to build on a brand purpose, essence, values to address customer insights and competitive market dynamics

Quality of execution (10)

  • Evidence of excellence in execution of tactics in the brand plan across priority customer segments and different functions
  • Evidence translation of the brand’s purpose, essence and values within customer engagement tactics to engage the hearts and minds of customers

Quality of measurement and learning (15)

  • Demonstrate which metrics were selected to monitor the strategic and operational effectiveness of the brand, strategy and tactics
  • Demonstrate which KPIs were most effective in managing the brand and key challenges and learnings
  • Observations/measures to demonstrate the strategy was successful

Quality of changed perceptions and behaviours that will deliver improved health outcomes (10)

  • Evidence of customer engagement and positive supportive statements from HCPs or other customer groups
  • Evidence of improved patient outcomes

This award highlights the importance of effective brand planning to develop a strategy to deliver strong business performance, HCP engagement and patient outcomes.

It recognises cross-functional brand teams who have worked closely with physicians, payers and patients to create brand plans, strategies and tactics that deliver a strong business performance at any stage of the product life cycle – from launch, growth to maturity – overcoming competitive, environmental or internal challenges to deliver measurable change in diagnosis, treatment and improved patient outcomes.  This can relate to work conducted by local country, regional or global and for a single brand or franchise/portfolio.

Eligible initiatives will have demonstrated:

  • Effective cross-functional team development of a brand plan
  • Insights from the external environment, payers, physicians, patients to create a robust brand strategy
  • Effective execution of tactics to deliver strong customer engagement and improved patient outcomes
  • A strong set of KPIs and metrics to measure strategic and operational performance.

Work conducted during the two-year period between July 2018 and June 2020 will be eligible.

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Key dates

Entry deadline 27 August 2020
Extended entry deadline 3 September 2020*
*additional fee applies
Judging Day 1 October 2020
Company of the Year Interviews 22 October 2020
PMEA Event 25 November 2020