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.
• Insight into the target audiences, their preference and use of digital media plus their relevant (healthcare) needs (10) – 220 words
• Evidence of audience segmentation and targeting supported each audience’s channel preferences across appropriate digital channels (10) – 200 words
• Evidence of clearly defined SMART objectives, that define the desired attitudinal/knowledge and behavioural changes for each target audience plus appropriate measurement objectives (10) (200 words)
• Evidence of a clear digital strategy to deliver defined attitudinal/knowledge and behavioural objectives for each target audience (10) (220 words)
• Evidence of planned engagement journeys to deliver objectives showing the selection and integration of digital channels, timing of tactics and creative use of content (10) (220 words)
• Evidence of the use of content and messaging with consistency across the campaign but also adapted to each promotional channel (10) (220 words)
• Demonstration of campaign interactivity, creativity and innovation to deliver a positive customer experience to the target audience(s) (10) (200 words)
• Effectiveness – evidence for and measurement of the changes in attitudes/knowledge and behaviour as well as digital channel effectiveness (10) (220 words)
• Feedback from target audience and key client stakeholders demonstrating the campaign’s success (10) (200 words)

This award recognises those digital promotional or educational campaigns delivered through a combination of digital and social media channels only.

Entries must demonstrate a thorough understanding of the target audience’s channel preferences and design of engagement journeys showing appropriate selection of digital channels, use of and sequencing of engaging content.

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

• Definition of the target audience(s) with each audience’s digital channel preferences clearly stated
• Clear objectives relating to the desired attitudinal/knowledge and behavioural changes for each target audience
• Planning of engagement journeys to deliver the objectives including the selection and integration of digital channels, timing and creative use of content
• Use of content and messaging with consistency across the campaign, but also adapted to each promotional channel
• Metrics used to evaluate the changes in attitudes/knowledge and behaviour as well as promotional channel effectiveness
• Target audience and internal feedback on the campaign.
• Evidence of the use of digital channels facilitating personalisation of the work.

Entries should demonstrate:

• First-class strategic thinking and exceptional implementation (in line with appropriate Codes of Practice)
• Patient focus, showing benefits to target audience(s).

Judges will want you to put your digital campaign into context, at the outset, to clarify the rationale behind your strategy and tactics. They will also want to know how you intend to evolve the campaign in the future with a rationale.

Work conducted during the two-year period between July 2020 and June 2022 will be eligible.

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