This category relates to work in support of any drug for a rare disease or disorder or classified orphan drug at any phase of the product life cycle.
Entrants will need to demonstrate a thorough understanding of the specific healthcare environment; show how they tailored their approach to the specific challenge of rare diseases/ orphan drugs and show an appropriate approach to deliver value to stakeholders and so drive the business forward.
Judges are looking for evidence of true collaboration with patient groups and healthcare professionals/advocates. Brands within the global markets, other European countries or UK are eligible.
The entry should relate to activities carried out between July 2021 and June 2023.
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.
Excellence in market and customer insight (10) (350 words)
- Demonstrate how you gained in-depth understanding of your market and customer (payer, physician and patient) needs and attitudes.
Clarity and appropriateness of SMART objectives (10) (250 words)
- Demonstrate how your SMART objectives related to all stakeholders, reinforced each other and combined to achieve your overall objective
- The rigour and ambition of your objective setting with relevant launch benchmarks
Quality of strategy development based on insights (15) (350 words)
- Demonstrate what specific insights led to your choice of the particular strategy
- Clarity of your target audience(s): payer/physician/patient
- Evidence of effective segmentation, targeting (payer/physician/patient) and tailored positioning to establish and deliver a clear competitive, differentiated, value-adding patient-centric strategy
- Evidence of how targets needs were (planned to be) addressed
- Evidence of resource allocation decisions based on customers’ needs and that customer’s role in achieving the overarching objectives
Quality of execution (10) (350 words)
- Evidence of differentiated content being provided in a meaningful way to segments via an integrated multichannel programme or the effective use of specific channels
- Evidence of the tactics delivered clearly linked to the overall strategy
- Evidence of appropriate resource choices linked to the strategy
- Evidence of customer engagement and positive supportive statements
Quality of measurement and learning (10) (350 words)
- Demonstrate how metrics have been applied to measure outcomes, enable learning and take further action
- Evidence of how data captured is being leveraged and used to adapt strategy and tactics on an ongoing basis
- Explain what if anything did not go so well, what are you going to do more of moving forward, what you would do differently?
Evidence of improved health outcomes (15) (350 words)
- Evidence of HCP customer engagement and positive supportive statements (from payer, physician or patient)
- Evidence of changed HCP perceptions and behaviours that will or have delivered improved health outcomes
- Evidence of real-world health outcomes (or appropriate lead indicators if real outcomes are not yet available), better clinical outcome and/or health economic value
