Entry Criteria

  1. Product(s)entered must belong to an ASMI member company. Non-Member agencies can enter these awards; however, the product(s) involved must belong to a Member company for which ASMI subscriptions are paid.You can check the latest ASMI membership list at:
  2. Entry must be for a product currently sold and distributed in Australia (not export).
  3. The product and program must be compliant with both the Therapeutic Goods Advertising Code (TGAC) and the ASMI Code of Practice. All entries will be reviewed by ASMI prior to the judging process and ASMI reserves the right to withhold an entry from the judging panel based on concerns around code compliance. The product/program need not be subject to a complaint.
  4. Whether a product or program is currently subject to a complaint (or appeal) through the Complaints Resolution Panel (CRP) or through the ASMI ComplaintsPanel will be relevant in assessing an entry against the judging criteria. In the event of any complaint in relation to a product or program being upheld the judges have the right to revoke the award.

The campaign, to be eligible, must run up to 18 months (from 31 January2015) prior to the date of entry close (31 July 2016).

The product launch, to be eligible, must have shipped to retailers up to 18 months (from 31 January 2015) prior to the date of entry close (31 July 2016).

  1. PLEASE NOTE:Please submit your campaign into only one of the categories. However you may submit different campaigns from your brand/company into the same category or into different categories. If in doubt, please call Filomena from ASMI on 02 9923 9417 before drafting your entries.
  2. ASMI as part of the screening process, or the judges at the time of judging, may decide to re-classify the application, if in their view either: the application is in the wrong category or the application is a better example of another category. However, the judges would only re-classify the application if it improved the application’s chances of winning.
  3. If there is only a single entry into any of the categories for the Diamond awards, the single entrant must have a minimum score of 70% and benchmarked against historical scores for that category to qualify for the award

Contact Details

Company name:

Contact person:

Title:

Address:

Telephone:

Fax:

Email:

Campaign Details

Product/brand name:

Campaign title:

Award Category

Please submit your campaign into only oneof the following categories. However you may submit different campaigns from your brand/company into the same category or into different categories. If in doubt, please call Filomena from ASMI on 02 9923 9417 before drafting your entries.

Best Launch of a Consumer Healthcare Product1

Best Marketing Campaign of a Consumer Healthcare Product – Large Budget (>$1,000,000)2

Best Marketing Campaign of a Consumer Healthcare Product – Small Budget (<$1,000,000)3

Best Professional Marketing Campaign4

1Best Launch of a Consumer Healthcare Product

This category includes launches, switches (Rx to OTC; S3 to S2; S2 to unscheduled) and relaunches. All entries for new product introductions/promotions or switches,to be eligible,must have shipped to retailers (from 31 January 2015) prior to the date of entry close (31 July 2016).

2Best Marketing Campaign of a Consumer+ Healthcare Product – Large Budget (>$1,000,000)

This category covers all forms of marketing campaigns for existing products with a budget of greater than $1,000,000 run up to 18 (from 31 January 2015) prior to the date of entry close (31 July 2016)

3 Best Marketing Campaign of a Consumer+ Healthcare Product – Small Budget (<$1,000,000)

This category covers all forms of marketing campaigns for existing products with a budget of less than $1,000,000 run up to 18 (from 31 January 2015) prior to the date of entry close (31 July 2016)

4 Best ProfessionalMarketing Campaign

For many categories, the pharmacy professional*and HCP’s in general** plays a very influential role in the consumer’s purchase decisions around health. Therefore, they are a critical element of the healthcare marketing mix program. This category aims to acknowledge best practice in professional marketing campaigns. Successful entries will demonstrate a thorough understanding of the targeted profession, their drivers and effective engagement strategies.Programs eligible for this category must run up to 18 months (from 31 January 2015) prior to the date of entry close (31 July 2016)

*Pharmacy professional includes pharmacists and pharmacy assistants

** HCP as defined in the TGAC

Judging Criteria

The judging criteria are:

Judging Category / Description / Score Weight
Campaign Challenge / What was the critical issues facing the brand at the time of the campaign? / 15%
Objectives / What did they set out to accomplish stemming from the campaign challenge? / 5%
Strategy / What was the strategy behind the campaign and how was that linked to the challenge, insights and objectives? / 20%
Execution / How was the strategy executed? Outline creative, novel or innovative approaches. / 20%
Health literacy Focus / How does the campaign help consumers make better decisions about their health and promote overall quality use of medicines? / 20%
The Results / vs. objectives including sales, market share, QUM outcomes, market research results. / 20%

In assessing an entry against the above criteria, the judges will need to consider the ability of the promotion to withstand public scrutiny and the impact of the promotion on the reputation of the industry, on ASMI and on its Members. One factor in this consideration will be whether a complaint about the product has been finalised or is pending or in progress. This should be declared (complaint status) in all impacted submissions.

Submission Declaration

All materials submitted in support of this entry are a correct and true reflection of the campaign, can be substantiated and meet the entry criteria listed on Page 1.

To the best of our knowledge, all advertising materials comply with the ASMI Code of Practice and, where relevant, the Therapeutic Goods Advertising Code (TGAC).

Please complete one of the following:

At the time of submission there is no complaint about the product (whether pending, in progress or finalised) for consideration by the Complaints Resolution Panel (CRP) or the ASMI Complaints Panel. If a complaint is made about the product prior to the awards ceremony, we will contact ASMI and, to the extent possible, discuss the details of the complaint.

At the time of submission the following complaint about the product has been, is or will be considered by the Complaints Resolution Panel (CRP) or the ASMI Complaints Panel:

Name (please print):

Signature:

Date:

Campaign Budget (Please tick one)

$1,000,000

$1,000,000

Media Type (Tickall that apply)

Print Media / Event
Radio / Point of Sale
Television / Direct to Consumer/Healthcare Professional
Internet / Other (Please Specify)

Campaign Duration

Start Date:

End Date (please indicate if ongoing):

AdvertisingAgency Name & Name of Account Lead/Team:

(Please indicate agency name if you also want them to receive a Diamond Award)

  1. Campaign Situation and Market Challenge (15% weighting)

Outline the significant challenges that faced the brand/company at the time of the campaign. This could include the following

  • Internal Challenges: profitability drive, loss of global support, resources being moved away from a brand, launch into a unknown market, product development issues
  • Market Challenges: general market conditions like reduction of disposable income due to environmental factors, new competitor entries, number and type of competitor, entrenched nature of consumer belief about a brand, etc
  • Product Challenges: Loss of Exclusivity, major brand crisis/issues management, loss of relevance to consumers

Provide a brief Situational Analysis of your brand in the market listing the top 3-5 challenges that needed to be addressed by the campaign in question.

  1. Campaign Objectives (5% weighting)

The objectives from the campaign should fall directly out of the Category Challenge and need to be SMART (Specific, Measurable, Achievable, Relevant, Time-bound). These should be used as the measure for any Campaign Results outlined below.

  1. Strategy Development (20% Weighting)

Outline the insights discovered about the needs of your target consumers and then show how these insights lead to the Campaign “Big Idea” and strategy that underpins your campaign.

  • There is no need to outline the processes used to discover the insights, nor the processes linking the insights to the ideas generation, just an explanation of the insights,campaign “Big Idea”and the strategy that eventuated.
  1. Execution(20% Weighting)

How were the insights, ideas and strategy translated into execution? Describe how the success of the campaign was based on the creativity and the excellence of the campaign’s execution:

  • How well was the campaign integrated across healthcare professionals & consumers?
  • How well was the campaign integrated across various elements of the marketing mix?

Please provide evidence of collateral materials and messages to support your entry.

  1. Health Literacy Focus (20% Weighting)

"Health Literacy Focus = The degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions"

Campaigns should demonstrate how they aided consumer’s overall quality use of medicines**, specifically:

  • Increasing understanding of the relative role of over-the-counter medicine therapy, as well as natural and non-medicine therapies in treating illness and maintaining health;
  • Encouraging the appropriate choice of medicine and dosage regimen when they are needed and providing people with the knowledge, skills and encouragement to use medicines wisely and safely.

Please outline how your campaign supported these principles. e.g. packaging, consumer-focussed labelling, education, consumer/healthcare professional information?

**ASMI supports the Quality Use of Medicines (QUM). Please consider the degree to which your entry promotes QUM. According to the Australian National Medicines Policy: Australia has an established and well-accepted national policy on Quality Use of Medicines built around the following principles:

  • Selecting management options wisely;
  • Choosing suitable medicines if a medicine is considered necessary; and
  • Using medicines safely and effectively

Talking to the principles of QUM through your entry will be highly regarded.

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  1. Results & Achievements (20% Weighting)

What results can you report on with regards to sales performance, market share or consumer perception? These should be closely aligned to Campaign Objectives.

Preferred Results:

  • Hard data (eg. Sales and/or scan data, market share, distribution figures, market research [quantitative], relevant media value measures for PR, etc.)
  • Return on Investment (ROI) measures would also be extremely useful, especially in differentiating between campaigns of similar magnitude.

Complete the table below:

Campaign Objectives
(must link to #2 in this entry form) / Results
(Results must correspond to each campaign objective)

Additional results comments/ details:

Other Comments/Considerations

Why should you win an ASMI Diamond Award? Please include in the space below any other important information you feel may support your entry.

  1. Summary for Awards Dinner

Please provide a paragraph summarising your entry to be used at the awards dinner by the MC, if your entry is the winning entry.

Creative & Supporting Material

Please include with your entry some (soft copy) examples of the creative used during your campaign or other materials to support your entry in a common format that is easily viewed on a PC. For large items, such as shelf talkers or displays, please provide photographs or PowerPoint slides showing these items as they appeared during the campaign – please DO NOT provide physical examples of these items.

Please also provide a paragraph summarising your entry to be used at the Awards Dinner if your entry has won an award.

Judging Panel

Awards entries will be judged by a Judging Panel made up of independent experts. The judges will sign a confidentiality agreement given the commercially sensitive nature of the entries. A judge with a conflict of interest will not participate in the assessment of the entry in relation to which the conflict exists. The ASMI Secretariat will not be represented on the Judging Panel but will facilitate the judging process.

Judging Process

Decisions on award winners will be made based on an aggregating of a standard scoring system employed by each Judge. Each judge will populate a scorecard (depicted below) for each submission and these will be discussed and aggregated during a judging day facilitated by the ASMI Secretariat at the ASMI offices to be heldin the month of September 2016.

Winners of each category will be announced at the 2016ASMI Diamond Awards Dinner on 27 October 2016 at Le Montage, Lilyfield, NSW.

Entries Close COB Wednesday31 August 2016

Please return the completed Entry Form and any accompanying files on a USB Stick or CD/DVD ONLYaddressed to:

ASMI 2015 Sales & Marketing Awards Entry

Attn: David Low

ASMI

PO Box 764

North Sydney NSW 2059

Entries will NOT be accepted via email or printed hard copy. USB Sticks/DVDs/CDs can be returned to you after in November 2016, if requested.

You will receive written confirmation of receipt of your entry via email. If you have not received this confirmation by COBMonday9September 2016, please contact or call 02 9923 9403 to ensure your entry has been received.

Queries regarding entries can be directed to or 02 9923 9403.

BE SURE TO REGISTER FOR THE ASMI AWARDS DINNER AND CONFERENCE ON 27 OCTOBER 2016.

More information at: