Launch Excellence

This category focuses on the introduction of new brands, major line extensions and significant new indications in the UK and Europe. It is open to launch activities that took place between October 2010 and December 2011. Products launched in another European country prior to launch in the UK are eligible.

Judges will look for evidence of strategic thinking, market access, product differentiation and positioning, and how these are integrated into the launch tactics. Implementation of the campaign, together with the quality of the branding, is also of paramount importance.

Entries in this category can only be submitted into PMEA once per product, line extension or new indications. Detail should be given of all activities prior to launch where relevant.

Judging criteria:

• Quality of the pre and post launch work
• Explanation of positioning and evidence of effective differentiation
• Market access strategy & execution
• Effective integration and implementation of activities
  
• Evidence of changed behaviours and enhanced health outcomes
• Customer feedback