Below is where the judges will be focusing their scores. Write your entries accordingly.

Judging criteria

Executive Summary – 200 words (not scored)

• If you are nominated for an award, PMGroup may publish extracts from this summary, so ensure that it contains no confidential or sensitive information. No other part of your entry will be reproduced and the main content of your entry will remain confidential at all times.

Evidence of deep market and customer insight (10) – 350 words

• Demonstrate how you gained deep and meaningful insights into HCP needs, barriers and drivers of change

Clarity and appropriateness of objectives (10) – 300 words

• Demonstrate how your objectives related to all HCP stakeholders and reinforced each other
• Evidence of rigour and ambition in your objective setting

Quality of strategy development based on insights (15) – 350 words

• Demonstrate how you aimed to address HCP needs and overcome barriers in your strategy
• Demonstrate what specific insights led to your choice of particular strategy

Quality of execution (10) – 350 words

• Evidence of differentiated content being provided in a meaningful way to HCPs

Quality of measurement and learning (10) – 350 words

• Demonstrate how metrics have been applied to measure outcomes, take further action and enable learning
• Demonstrate how data captured is being leveraged and used to adapt strategy and tactics on an ongoing basis

Evidence of improved health outcomes and value (15) – 350 words

• Evidence of engagement and positive supportive statements from HCPs
• Evidence of changed HCP perceptions and behaviours that will deliver improved health outcomes

This category recognises initiatives that have made a significant and measurable difference to physicians or healthcare professionals (HCPs) and, in turn, led to enhanced patient healthcare, while at the same time achieving business objectives.

Entries will support education programmes that enable HCPs to deliver real-world outcomes from a change in clinical practice. It can also include the creation of new healthcare professional insights, orientation of a team around the healthcare professional and delivery of consistent quality healthcare professional experiences through the interactions, tools and services from the team.

Please note that ‘customer’ in this context relates to individuals or groups of physicians, nurses, pharmacists or other healthcare professionals.

Potential entries might include programmes addressing:

• Disease awareness and/or understanding
• Unmet needs
• New standards of care
• Supporting new medical services
• Professionals’ knowledge or skills.

To win this award the highest standards of excellence need to be shown in:

• Understanding the unmet customer needs, barriers and drivers of change
• Setting SMART objectives
• Linking the insight from customers to the defined strategy for the initiative
• Demonstrating value, plus engagement and change among the participants.

Work conducted during the 18-month period between December 2021 and June 2023 will be eligible.