And the award goes to...

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Campaigns for a health insurer and a device company took top honors at the seventh annual MM&M Awards.

Gallo and Medtronic Diabetes took the Gold Award in the Best Total Integration Program for Large Companies for their Connect the Dots educational campaign plugging Medtronic's iPro Continuous Glucose Monitor. That campaign drove an increase in iPro use among participants from 3.5% to 20.6% over the first nine months of the effort. Taking the Silver Award in that category was Draftfcb Healthcare and Centocor Biotech for their Stelara “361” campaign.

Winning the Gold Award for Best Total Integration Program for Small Companies was Level Brand and Medica for their campaign promoting Medica's COBRA Continuation Coverage for the unemployed. MedImmune took the Silver Award for its “Good to Share” campaign promoting flu protection and vaccination.

Five hundred and fifty industry marketers, all dressed to the nines in tuxedos and cocktail dresses, filled the cavernous, marble-clad hall at Cipriani on 42nd Street in Manhattan, where the awards were held.

The 2010 MM&M Award winners are:

Best Healthcare Professional Media Brand
Sponsored by Cegedim Relationship Management
Gold: ReachMD
Silver: Healthcare Journal of Baton Rouge

Best Healthcare Consumer Media Brand
Gold: LifeMed Media's dLife
Silver: Smart + Strong's POZ

Best Disease/Education Website
Gold: Digitas Health and MedImmune for Good To Share
Silver: Compass Healthcare Marketers and BioMarin Pharmaceutical for PKU.com

Best Use of Direct Marketing to Consumers
Sponsored by ghg
Gold: Beacon Healthcare Communications and Allergan for My Tears, My Rewards
Silver: Medical Minds Healthcare Communications and NovaSys Medical for Stand Up to Urine Leaks!

Best Use of Direct Marketing to Healthcare Professionals
Sponsored by Palio
Gold: Pacific Communications and Allergan for Botox Spring Direct Mail Campaign
Silver: The Agency Inside Harte-Hanks and Abbott Laboratories for Simply Synthroid

Best Professional Sales Aid
Sponsored by Pharmaceutical Marketers Directory
Gold: GSW Worldwide and Covidien for Cap the Cough
Silver: CDM Princeton and Merck/Schering-Plough for NuvaRing Patient Hesitation Tool

Best Branded Website
Sponsored by Ogilvy CommonHealth Worldwide
Gold: Greater Than One and Sepracor for Omnaris
Silver: evoke interaction and Novogyne Pharmaceuticals for Doc&Diva

Best Individual Consumer Print Advertisement
Gold:
Saatchi & Saatchi Wellness and AstraZeneca for Seroquel XR Fade
Silver: Saatchi & Saatchi Wellness and AstraZeneca for Nexium Nighttime Heartburn

Best Online Patient Relationship/Support Program
Gold:
Klick Communications and Allergan for My Lap-Band Journey Patient Support Program
Silver: CDM Princeton and Novo Nordisk for Changing Possibilities-US.com

Best Use of Social Media
Gold:
Ignite Health for FDASM.com
Silver: Chamberlain Healthcare Public Relations and Boehringer Ingelheim for Making Sense of Diabetes

Best Interactive Initiative for Consumers
Gold:
ghg and National Healthy Mothers, Healthy Babies Coalition for text4baby Mobile Health Initiative
Silver: Everyday Health for Symptom Checker

Best Interactive Initiative for Healthcare Professionals
Sponsored by Euro RSCG Life Worldwide
Gold: Blue Diesel and Johnson & Johnson for Ethicon Biosurgery Tablet PC and Mobile Initiative
Silver: Group DCA and AstraZeneca for Nexium Golf Challenge

Best Individual Professional Print Advertisement
Sponsored by Concentric Pharma Advertising
Gold: GSW Worldwide and Dyax for When the Body Attacks Itself Launch
Silver: CDM Princeton and Shire for Intuniv

Best Professional Print Campaign
Sponsored by Wishbone
Gold: StoneArch Creative and Virtual Radiologic for Body of Work
Silver: CDM Princeton and Shire for Intuniv

Best Professional Print Campaign for Product Launches
Sponsored by HC&B Healthcare Communications
Gold: AbelsonTaylor and Takeda Pharmaceuticals for Kapidex
Silver: AbelsonTaylor and Eisai Pharmaceuticals for Banzel Launch

Best Corporate Marketing Campaign
Gold:
Draftfcb Healthcare NY and Cephalon Oncology for “Every Cancer Counts”
Silver: CDM Princeton and Gilead Sciences for The Wave of Hope

Best Overall Consumer Print Campaign
Gold:
McCann HumanCare and GlaxoSmithKline for Attention: Shoes and Perfume
Silver: Hill Holliday and EmblemHealth for The Plan That Works

Best TV Advertisement/Campaign
Gold:
McCann HumanCare and GlaxoSmithKline for Attention TV: Perfume
Silver: Saatchi & Saatchi Wellness and AstraZeneca for Seroquel XR “Fade”

Best Over-The-Counter Product Advertisement/Campaign
Gold:
AbelsonTaylor and Abbott Nutrition for Ensure “Nutrition in Charge”
Silver: AbelsonTaylor and Abbott Nutrition for Similac 2009 Shielded Campaign

Best Agency Self-Promotion
Sponsored by GSW Worldwide
Gold: Cline Davis & Mann for CDM World Agency Website
Silver: Eveo

Best Total Integration Program for Large Companies
Sponsored by Everyday Health
Gold: Gallo and Medtronic Diabetes for Connect the Dots
Silver: Draftfcb Healthcare NY and Centocor Ortho Biotech for Stelara “361”

Best Total Integration Program for Small Companies
Gold:
Level Brand and Medica for COBRA campaign
Silver: MedImmune for Too Good to Share

As ever, the MM&M Awards were judged by a panel of expert healthcare execs, 41 in all, spanning the fields of marketing, communications and media.
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