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Orphan Drug
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This category relates to the marketing of an orphan drug (for rare diseases or disorders), at any phase of the product life cycle. Entrants will need to demonstrate a thorough understanding of the specific environment and show appropriate marketing approach to drive the business forward.
Work conducted during the 18-month period between July 2010 and December 2011 will be eligible.
Judging criteria:
- Recognition of the specific health environment
- Evidence that the drug eas built upon customer insight
- Explanation of positioning and evidence of effective brand building
- Market access strategy & execution
- Effective integration of tailored marketing tools and activities
- Evidence of changed behaviours and enhanced health outcomes
