The PM360 Pharma Choice awards recognize outstanding achievement and creativity in healthcare marketing. The awards are unique in that PM360 readers act as judges for the entries submitted by their peers. All submissions are placed online where readers vote for their favorites based on content, format, imagination, influence on the industry and overall quality. This year well over 6,000 votes were cast to decide the winners.
“See the Signs of VOD” won gold in the disease awareness category. Following hematopoietic stem cell transplants, patients are at risk for many complications. Veno-occlusive disease (VOD) is one of the most serious complications often leading to death because it is extremely difficult to diagnose. The “lava liver” campaign was created on behalf of Jazz Pharmaceuticals to educate physicians on the signs of VOD and create a sense of urgency surrounding its diagnosis.
The “Captivate by Nupro” campaign was awarded silver in the professional print category. The team’s goal was to highlight the enduring whitening power of Dentsply’s Captivate, while differentiating it from the all-too-common “smiling patients with white teeth” approach. The simplicity of the yellow daisy morphing to white, together with the message, stands out from the ordinary and clearly conveys the promise of lasting results.
“Both campaigns represent bold, differentiating creative backed by sound strategy and science that were successfully able to change the behavior of specialty physicians. I am extremely proud that our industry peers recognized these campaigns as excellent work, and that our clients were pleased with what we were able to deliver,” said Christopher Tobias, PhD, Dudnyk president.