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Excellence in Innovation

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Judging criteria:

Excellence in creating market and customer insight (10)

  • *Demonstrate how you gained in-depth understanding of your market and customer needs
  • *Demonstrate your understanding of barriers to change in your market.

Clarity and appropriateness of SMART objectives (10)

  • *Demonstrate how your objectives related to all stakeholders and target end users
  • *Demonstrate how your objectives reinforced each other to lead to a successful introduction

Evidence of Innovation (15)

  • *Describe the key components of the innovation and how the innovation was inspired or generated
  • *Evidence that the application of the new thing, new idea or a new method would achieve something and/or (better) meet a customer need in healthcare

Quality of marketing strategy (15)

  • *Clarity on target stakeholders and/or target end users and how their needs were to be addressed by your strategy
  • *Evidence of how you planned to change current behaviour and introduce your innovation
  • *Evidence of resource allocation decisions based on barriers to change, customers’ needs and value

Quality of execution (10)

  • *Evidence that resources have been optimised to efficiently and effectively execute your strategy
  • *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 how the innovation led to behaviour change or improved outcomes of any kind

Innovation is defined as: The application of new-to-market concepts and methods to either create new value or enhance existing value for the organisation, its customers or both.

This category recognises marketing, business or technological innovation (see definition above) initiatives that have contributed to the enhancement of healthcare outcomes and improved patient care through a compelling and differentiated approach to one or more of the following:

  • Customer/stakeholder engagement
  • Use of communication or marketing channels
  • Provision of patient services
  • Provision of information/services for healthcare professionals
  • Healthcare collaboration with one or more parties
  • Development of skills and expertise that enables teams to be responsive to stakeholder needs.
  • Work carried out that enhances the capabilities of clinical teams/customers.

For example (but not limited to): a new insight, a new channel, a new customer group or use of a complementary technology.

Work conducted during the 18-month period between December 2018 and June 2020 will be eligible.


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PMEA Awards 2020

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