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Excellence in New Product Introductions

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

Judging criteria

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 by the cross-functional launch team 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

(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.
  • Adaptation and learning as necessitated, where relevant

Products launched in the three-year period between July 2019 and June 2021 are eligible.

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Sponsors

Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021