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Excellence in New Product Introductions

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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
  • The rigour and ambition of your objective setting with relevant launch benchmarks

Quality of strategy development based on insights (15)

  • Demonstrate what specific insights led to your choice of the particular strategy
  • Evidence of effective evidence of segmentation, targeting (payer/physician/patient) and positioning and a clear competitive, patient-centric strategy
  • Evidence of how targets needs were addressed
  • Evidence of resource allocation decisions based on customers’ needs

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 the tactics delivered by the cross-functional launch team

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

(Includes activity from prior to launch to three years post-launch)

This category focuses on programmes supporting the introduction of new products or devices, major line extensions and significant new indications which bring new choices for patients. Launches may be global, regional or UK-specific. Products introduced 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.

The judges will be looking for:

  • First-class strategic thinking, taking customer insights to help define SMART objectives and drive the overall strategy
  • Robust implementation of the defined strategy, with the right objective measures to demonstrate success but also to allow for adaptation and change if needed.

Products launched in the three-year period between July 2017 and June 2020 are eligible.


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