2021 Category Descriptions
- July 16: Submissions Deadline
- Mid August: Finalists Announced
- September 29: Winners Announced
- Cost to submit a single application is $250
Finalists Announced! See the List of Finalists Now.
Branded Drug TV
Television is a proven category for building pharma and healthcare product awareness and generating interest. This category recognizes the most creative and effective TV product advertising that goes beyond the tried and traditional.
COVID-19 Pandemic-Related Campaign
When the pandemic began in 2020, the pharma industry was quick to act with some jumping in to sequence vaccines while others researched pipeline drugs for potential treatments. Many companies also created social media or TV commercials to do offer financial help or explain mask safety measures and the importance of vaccinations. This category will award the innovative efforts that brought information, help and hope during the pandemic.
Digital Campaign – Non-Social Media
Banners and display ads are the old guard of online marketing, but effective and targeted pharma campaigns spur interest and drive traffic to more information. This category is for those non-social media internet campaigns that exemplify the best of web marketing.
Disease Awareness TV
Disease awareness ads serve a broader mission beyond specific product discussions: Creating conversations about health conditions or symptoms. Some debut in advance of new products, while others serve as ongoing reminders to take chronic conditions seriously. This category will award the innovators educating and informing TV viewers around general disease states and health conditions.
Pharma and healthcare companies are tapping the entrepreneurial spirit of Americans in challenges that look for the best ideas around health conditions from diabetes to cancer. This award will recognize the most creative and effective contests run over the past year.
Medical Conference or Event Marketing
While medical conferences may have hit a pause during the COVID-19 pandemic, one of the enduring fixtures at those events is the advertising from airport terminals and taxi cabs to hotels and convention arenas. This award will recognize the most compelling conference campaigns over the past year.
Some health conditions and diseases disproportionately affect people of various racial or ethnic backgrounds. This category honours the health campaigns that effectively and creatively reach specific minority audiences.
New Brand Launch
Even groundbreaking products need marketing. After all, how will patients and professionals get to know and use a new drug or treatment without use-case scenarios and benefit-and-risk lists? This category seeks the best strategies and most creative marketing—and their ensuing sales outcomes —for products launched in the last year.
Online Video or Film
The mainstream TV audience is not always appropriate, or in the budget, for rare conditions or targeted treatments. Online videos and even films can be specifically tailored to smaller, more appropriate audiences. The online video or film category recognizes the creativity and budget efficiency in those projects.
Print for Consumer
Pharma companies can pack a lot of information—and disclaimers—into a magazine or newspaper ad. This category looks at the print work that best conveys big ideas and core messages in print.
Strong relationships with healthcare professionals are essential to pharma marketing strategies. Companies build those connections with interactions across a wide variety of media channels. This category honours the exceptional social media, digital and print campaigns used to reach and inform doctors, nurses, hospital workers and others.
Public Relations Campaign
Media pitches, healthcare KOL outreach and even cross-country media tours can help pharma companies generate buzz for new products or awareness efforts. These unpaid placements can make the difference in gaining widespread attention. This category recognizes the creative and effective pitches that get pharma products and companies noticed.
Social Media for Consumer
While Twitter and Instagram might not be the easiest places for pharma to navigate, many companies are tweeting and ’gramming, including with influencer partners, for noteworthy campaigns. This category highlights the standout marketing efforts that defy social media character counts and space constraints.
Website for Consumer
Today, most TV, print and digital ads come with links to websites for more information. The all-important landing pages where those links lead can be print-heavy and boring, or dynamic and informative. This category will award the latter, recognizing the best-designed and most user-friendly websites for consumers.
The submissions will be reviewed and scored by a selected panel of judges and the aggregate of the scores will determine the finalists and category winners. Based on the highest scores and judges’ feedback, the “Best in Show” winners will be selected.
Applications will be evaluated based on the following criteria:
- Creativity: Does the campaign break through traditional pharmaceutical advertising? How does it use innovative ideas, application of craft and/or use technology to achieve its goals?
- Strategy: What's the strategic big idea behind the effort? How does that idea guide the campaign's message, creative execution and media?
- Audience impact: How does the campaign reach its intended audience (i.e. physicians, patients, advocacy groups, consumers, etc). How does it cause them to think, feel or act differently?
- Social good: Does the campaign address any larger social health issues? How does it help to change thinking, modify behavior and/or contribute to a healthier society in general?
- True Innovation: How unique is the campaign? What problem does it solve? Does it fit the definition of "game changing?"
- Effectiveness: Are there quantifiable metrics or data that demonstrate the value of the campaign? How cost effective is the campaign, that is, what return on investment did it generate comparative to its budget?