The Fierce Pharma Marketing Awards recognize and celebrate creativity and excellence in pharma marketing and communications. Join us during Digital Pharma East on October 19, 2022 at the Pennsylvania Academy of the Fine Arts for the Marketing Awards Gala to celebrate this incredible industry and be a part of revealing and honoring the 2022 winners.
OUR 2022 FINALISTS HAVE BEEN SELECTED!
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.
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.
Television is a proven category for building both product and disease awareness. This category recognizes the most creative and effective TV advertising that goes beyond the tried and traditional to create conversations by educating and informing TV viewers.
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 were reviewed and scored by a select panel of judges with the aggregate of the scores used to determine the finalists and category winners. Based on the highest scores and judges’ feedback, the “Best in Show” winners will be selected.
Applications are 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?