For both rounds of judging your entry will be judged on the following;

 

Effectiveness

Campaign objectives and strategy (10%)

  • Clearly define the SMART objectives for your programme or campaign.
  • Clarify the CSFs/marketing objectives your programme supports.
  • Explain how you utilised appropriate market insight to determine the strategy.

Tactical implementation (delivery) (20%)

  • Describe how your campaign was developed and implemented to address the objectives (from conception, through approval, to delivery).
  • Cover the technological elements of your campaign, including content, appropriate media selection and functionality.
  • Highlight how you overcame challenges and detail the processes you utilised.
  • Highlight how you overcame challenges of localisation or adaptation and detail the processes you utilised. (Global to Local award only)
  • Illustrate how you have tailored communication to suit the needs of the various target audiences and channels utilised?
  • Cover how the campaign or project was designed for longer term use OR has been adapted over the time period. (Still working! award only)

Effectiveness of your campaign (outcomes against objectives) (50%)

  • Share the programme’s targets and performance against these metrics (quantitative).
  • Share internal and external stakeholder feedback (qualitative).
  • Describe how the programme has improved an aspect of healthcare for HCPs and/or patients.
  • Describe how the programme has improved one or more elements of the business, internally or externally (Corporate and Internal communications award only)

Creativity and innovation in your content, presentation or delivery (20%)

  • Describe the creativity and innovation within your entry.
  • Highlight the elements that are new or cutting-edge and the relative merits of this creativity/innovation.

 

Craft

Campaign objectives and strategy (10%)

  • Clearly define the SMART objectives for your programme or campaign.
  • Clarify any CSFs and explain how you determined the strategy.
  • Explain how you utilised appropriate market insight to determine the strategy.

Tactical implementation (delivery) (30%)

  • Describe how your campaign (film/ animation) was developed and implemented to address your objectives (from conception, through approval, to delivery).
  • Cover the technological elements of your campaign, including content, appropriate media selection, and functionality.
  • Highlight how you overcame challenges and the processes you utilised.
  • Illustrate how you have tailored communication to suit the needs of the various target audiences and channels utilised?

Creativity and innovation in your content, presentation or delivery (60%)

  • Describe the creativity and innovation within your programme (film / animation).
  • Highlight the elements that are new or cutting-edge and the relative merits of this creativity/innovation.

 

Innovation: Best use of new or emerging technology

Campaign objectives and strategy (15%)

  • Clearly define the SMART objectives for your programme or campaign
  • Clarify the CSFs/marketing objectives your programme supports
  • Explain how you utilised appropriate market insight to determine the strategy

Tactical implementation (delivery) (35%)

  • Describe how your project or campaign was developed and implemented to address your objectives (from conception, through approval, to delivery).
  • Describe the digital/technology elements of your programme or campaign.
  • Highlight how you overcame challenges and the processes you utilised.
  • Illustrate how you have tailored communication to suit the needs of the various target audiences and channels utilised?

Use of new technology (50%)

  • Highlight the elements that are new and cutting-edge about the technology and this specific use of the technology. How new is this technology or variant of existing technology?
  • In what way has the technology enhanced the programme or project?
  • Describe how you have maximised the features and benefits of this technology for this audience, objective and specific message.

 

Innovation: Creativity

Campaign objectives and strategy (15%)

  • Clearly define the SMART objectives for your programme or campaign
  • Clarify the CSFs/marketing objectives your programme supports
  • Explain how you utilised appropriate market insight to determine the strategy

Tactical implementation (delivery) (35%)

  • Describe how your project or campaign was developed and implemented to address your objectives (from conception, through approval, to delivery)
  • Cover the digital/technology elements of your programme or campaign
  • Highlight how you overcame any challenges and the processes you utilised
  • Illustrate how you have tailored communication to suit the needs of the various target audiences and channels utilised?

Creativity and innovation in idea, content, format or delivery (50%)

  • Describe the novel thinking and creativity within your project or campaign
  • Highlight the single idea or key element of the project which you feel is the most “innovative”
  • What is the key benefit of applying this digital approach or format for this target audience within this healthcare setting?