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Excellence in Managing Established Products

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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 (payer, physician and patient) needs

Clarity and appropriateness of SMART objectives (10)

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

Quality of strategy development based on insights (15)

  • Clarity of target audience(s): payer/physician/patient
  • Evidence as to how payer/physician/patient needs were addressed
  • Evidence of how your strategy addresses the competitive challenges
  • Evidence of resource allocation decisions based on customers’ needs and value
  • Evidence of effective differentiation and value

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.
  • Evidence of collaborative working across internal and external stakeholders

Quality of measurement and learning (10)

  • Demonstrate how metrics have been applied to measure outcomes, take action and enable learning.
  • Evidence of knowledge gained that will inform and shape future decision-making

Evidence of improved health outcomes (15)

  • Evidence of customer engagement and positive supportive statements
  • Evidence of real-world health outcomes

This category recognises strategic and operational excellence in managing a brand launched over three years previously that is subject to fresh competitive, environmental or internal resourcing challenges resulting in continued growth and ensuring patients continue to benefit from its distinct advantages.

Work may be global, regional or UK specific.

Judges are looking for:

  • *A clear understanding of the barriers or drivers to appropriate brand use
  • Clear strategic thinking to link new objectives, strategy and implementation
  • Real behaviour change among healthcare professionals/advocates and/or patients.

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

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Sponsors

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