Trailblazer Awards 2023

The Brand Champion Awards honor any member of the brand marketing team within a life sciences manufacturer who has initiated groundbreaking marketing strategies and tactics in 22 categories. Nominees must be exceptional contributors who display outstanding leadership, innovation, creativity and a dedication to improving patients’ lives.

1. Autoimmune/Rheumatology
2. Cardiology
3. Central Nervous System
NEW: 4. Data Strategy/Marketing Analytics
5. Dermatology
6. Diabetes/Metabolic Disorders
7. Diversity/Multicultural
8. Gastrointestinal
9. Global Marketing
10. Hematology/Oncology
11. HCP Engagement
12. Infectious Disease/Vaccine Development
13. Innovation/Digital Strategy
14. Managed Markets/Payer Strategies
15. Medical Device/Diagnostics
16. Men’s Health
17. Nephrology/Urology
18. Ophthalmology/Optometry
19. Patient Engagement
20. Rare Diseases
21. Respiratory
22. Women’s Health

Nomination Criteria:

Nominees in each category will be judged on a combination of the following criteria:

• The skill, dedication and innovation shown in the nominee’s work and in the marketing programs he or she initiated.
• Evidence of the effectiveness or success of the programs with a description of the programs and the challenges that were overcome.

The Marketer of the Year Award recognizes an outstanding person who has changed the landscape at his or her company or in the field of pharmaceutical, biotech or medical device marketing.

Nomination Criteria:

Nominees will be evaluated on:

• The major changes, projects or initiatives the marketer played a role in and the effect of that work on his or her company, the field of healthcare marketing, or the progression of disease diagnostics or treatment.
• Evidence of the effectiveness of his or her work.

The Marketing Team of the Year is a team that reaches across various functions to achieve exceptional results. This can include outstanding marketing practices, the adoption of new and innovative technologies/strategies, successfully positioning their brand/company, creating an outstanding customer experience, positively impacting the culture of their organization, etc.

Any nominated team should be based at a manufacturer (pharma, biotech, specialty, medical device, etc.).

Nomination Criteria:

Nominees will be evaluated on:

• The project the team was tasked with and their ability to overcome any challenges to complete that task.
• The skill, innovation, and success of their work.
• Evidence of the effectiveness of their work.

The Products of the Year honor new and game-changing products that have made an impact on the healthcare industry in the past year within the following categories:

1. Brand of the Year: Any prescription therapeutic, over-the-counter, medical device, or diagnostics product that has revolutionized the life sciences industry through both its impact on patients and its exceptional marketing and branding strategies. The product itself could have been released at any period of time, but the marketing and branding work under consideration for the award must have occurred sometime between January 1, 2022 and May 5, 2023.

2. Most Innovative New Product: Any novel prescription therapeutic, over-the-counter, medical device, or diagnostics product that was released between January 1, 2022 and May 5, 2023 that demonstrates a scientific breakthrough in the treatment or care of patients. This award does not focus on the marketing of the product, but its advancement in the clinical treatment of patients.

3. Product Launch of the Year: Any marketing or launch strategy for a new product that was released between January 1, 2022 and May 5, 2023. This award specifically focuses on any and all marketing initiatives developed for the product’s launch.

4. Relaunch/Revitalization of the Year: Any marketing or commercialization strategy for a product that was relaunched between January 1, 2022 and May 5, 2023 with a new indication, new dosage, new formulation, new delivery system, or some other new use. This award focuses on honoring strategies that excel in overcoming the challenge of rebranding a product already seen by consumers.

Nomination Criteria:

Brands of the Year will be judged on each product’s innovation in treating patients; the uniqueness of the branding strategy and various components of the brand (including brand name, colors, packaging, etc.); and the effectiveness of the sales and marketing approach.

Most Innovative New Products will be judged on the scientific achievement behind the development of each product; its benefit/impact to patients; and its contribution to the overall healthcare system (i.e., being the only treatment for a disease or a more effective treatment than previous options).

Product Launch and Relaunch/Revitalization of the Year candidates will be judged on the uniqueness and innovation behind the marketing strategies, the execution of those strategies, and the ultimate effectiveness of the strategies.

The Trailblazer CEOs of the Year Award honors the top decision-makers in the life sciences industry in the following two categories:

1. Life Sciences Manufacturer CEO
2 Advertising Agency or Supplier/Vendor CEO

Nomination Criteria:

The individual must be the Chief Executive Officer of the company, they cannot be other C-suite level executives, though their title can include other positions beyond CEO if they hold other roles as well.

The Life Sciences Manufacturer CEO can be from any pharmaceutical, biotech, medical device, diagnostics, or other company responsible for developing therapeutics, medical devices, or diagnostics.

The Advertising Agency or Supplier/Vendor CEO can be from any ad agency, supplier, vendor, or other service provider that serves companies within the life sciences industry.

The Chief Executive Officer candidates for this award must excel in all aspects of leadership, including:

Company Culture:
Candidates should be able to demonstrate how they have built a company culture where individuals feel safe, respected, valued, and motivated. They must be capable of engendering trust among their employees and inspiring them to achieve optimal results by personal excellence and teamwork.

Vision:
Candidates should have displayed a unique vision for their company over the course of the past year (from January 2022 to May 2023) that resulted in at least one of the following: (1) innovative achievements; (2) improved company reputation; and/or (3) exceptional performance (i.e., increased revenue, improved company value, etc.). Additionally, they should have also demonstrated courage and professionalism when managing any challenge that came up along the way.

Impact:
Candidates must be able to provide examples of the impact their efforts have had on their company, the life sciences industry as a whole, healthcare as a whole, and/or the overall global community.

Personal Character:
Candidates must be well respected among their industry peers for their morals, reputation, and character. They should be working with purpose to elevate their company and the industry as a whole in the eyes of the larger global community.

The Initiative Awards honor marketing innovation in any of the following categories.

1. Artificial Intelligence/Data Analytics Initiative
2. App/Digital Solution or Suite
3. Consumer Website/Online Initiative
4. Direct to Consumer Campaign
5. Direct to Patient Campaign
6. HCP Education
7. Interactive/Immersive Marketing Program
8. Patient/Consumer Education
9. Persistence/Adherence Program
10. Podcasts
11. Point of Care
12. Professional Campaign
13. Professional Website/Online Initiative
14. Sales Aid
15. Self-Promotion/Corporate Campaign
16. Social Media Campaign
17. Unbranded Campaign
18. Video/TV Campaign

Nomination Criteria:

Nominees in each category will be judged on a combination of the following criteria:

• The challenges the initiative had to overcome.
• The skill, innovation, quality of planning and implementation with which the initiative was designed to meet its goals.
• Evidence of the effectiveness or success of the initiative.