Education and innovation were they keys to this year’s MM&M Awards in the consumer marketing and advertising categories as the judges rewarded brains over mere branding.
Boehringer Ingelheim, with agency partner Ogilvy Healthworld, took the Gold Award for Best Branded TV Ad for its Mirapex Logo Legs spot, which succeeded in raising awareness of restless legs syndrome while establishing the brand using animation to illustrate symptoms and their impact on sufferers. One judge praised the spot as being “distinctive without upstaging the product, while another said it stood out as “different from typical pharma.”
Wyeth and Ogilvy Healthworld won the Gold Award for Best Unbranded TV Ad with a humorous spot aimed at demystifying hormone therapy for menopause sufferers, showing menopausal women shoppers seeking relief from hot flashes in the freezer aisle. “Great visualization of the problem,” said one judge. The spot directed viewers to a website, HTcanHelp.com, where they could get a kit including a coupon, doctor Q&A and symptom tracker.
In print, the Food Allergy Initiative and agency partner ICC took home the Gold Award for Best Individual Product Advertisement in Consumer Press with an arresting ad aimed at raising awareness of food allergies, featuring art of a peanut embossed with a skull and the headline: “Last Meal.” Device-maker GN ReSound and StoneArch Creative won the Gold Award for Best Overall Advertising Campaign in Consumer Press with their clever launch ads for the dot, the smallest available behind-the-ear hearing aid.
Advanced Medical Optics and Ignite Health took the Gold Award for Best Interactive for Consumers for their Intralase—Reality LASIK campaign, which made use of video, social networking, viral marketing and a celebrity spokesperson (Laguna Beach‘s Kristin Cavallari) to reach a Generation Y audience. Omron and bvk/g won the Gold Award for Best Online Advertising Campaign with straightforward banner ads for Omron’s pedometer that made use of a tight budget to reach a diverse audience.
GlaxoSmithKline Consumer Healthcare and HealthStar Public Relations won Best Use of PR to Consumers with their Alli launch campaign, which one judge said “sets the new model for successful product launches by building trust before building sales.”
Merck and MicroMass Communications won the Gold Award for Best Use of Direct Marketing to Consumers for their Singulair A.I.R. campaign, aimed at increasing patient adherence and understanding.
And on the consumer-facing media front, Weider Publications’ Fit Pregnancy took the Gold Award for Best Healthcare Consumer Publication, while CFvoice.com, a site by Novartis and agency Toolhouse aimed at educating cystic fibrosis patients ages six and up, won the Gold Award for Best Website. POZ.com beat out WebMD to win the Gold Award for Best Healthcare Online Media Brand for its service to the HIV/AIDS patient community, delivered with what one judge deemed “brains, sass and savvy.”
The full list of winners is as follows:
Best Healthcare Consumer Publication
Sponsored by Everyday Health
Gold: Fit Pregnancy
Silver: Shape Magazine
Best Healthcare Business Publication
Sponsored by Pharmaceutical Marketers Directory
Gold: Clinical Schizophrenia & Related Psychoses
Silver: Retail Clinician
Best Healthcare Online Media Brand
Gold: POZ.com
Silver: WebMD
Best Use of Direct Marketing to Consumer
Sponsored by DMNews
Gold: MicroMass Communications and Merck for Singulair—A.I.R. (Asthma Information Resource) Program
Silver: EvoLogue, part of CommonHealth, and AstraZeneca for Symbicort—Measures of Success
Best Use of Direct Marketing to Healthcare Professionals
Sponsored by Harte-Hanks
Gold: Colle+McVoy and Johnson & Johnson Vision Care for 1-Day Acuvue Moist—Give Your Glasses the Day Off Program
Silver: Goble & Associates and Phadia for ImmunoCAP Specific IgE blood test
Best Professional Sales Aid
Gold: Corbett and Alcon for AcrySof Ballerina Sales Aid
Silver: ICC and sanofi pasteur—Travelers Sales Aid
Best Use of PR to Consumers
Sponsored by PRWeek
Gold: HealthStar Public Relations and GlaxoSmithKline Consumer Healthcare for alli—Sparking a Weight-Loss Revolution: The Launch of alli
Silver: Manning Selvage & Lee and Eli Lilly & Company—Strength in Knowing: The Facts and Fiction of Breast Cancer Risk
Best Use of PR to Healthcare Professionals
Gold: Racepoint Group and NeuroLogica Corporation—Scan on Demand
Silver: WeissComm Partners and Alsius Corporation for CoolGard 3000—Alsius Corporation and Kevin Everett
Best Website
Sponsored by HealthEd
Gold: CFvoice.com
Silver: CrohnsAndMe.com
Best Online Advertising Campaign
Sponsored by AAFP and AnswersMedia
Gold: bvk/g and Omron for Weight Management
Silver: Bridge Worldwide and Abbott Nutrition for Glucerna Rich Media Banners
Best Interactive Initiative for Consumers
Sponsored by WebMD
Gold: Ignite Health and Advanced Medical Optics for Intralase—Reality LASIK: Reaching Gen Y through Video, Social Networking and Viral Marketing
Silver: Edelman and CHPA for Five Moms—Stopping Cough Medicine Abuse Before It Starts
Best Interactive Initiative for Healthcare Professionals
Sponsored by Euro RSCG Life
Gold: Group DCA and Ortho-McNeil Pharmaceuticals for Levaquin—TV Commercial Builder
Silver: Stream57 and Hologic for ThinPrep Pap Testing—ThinPrep Morphology Training
Best Individual Product Advertisement in Consumer Press
Gold: ICC and Food Allergy Initiative for Food Allergy—Awareness Ad
Silver: Y&R and Bayer HealthCare for YAZ—Beyond Birth Control TV
Best Overall Advertising Campaign in Consumer Press
Sponsored by HC&B
Gold: StoneArch Creative and GN ReSound for GN ReSound Humor Campaign
Silver: Ogilvy Healthworld and Boehringer Ingelheim Pharmaceuticals for Mirapex—Logo Legs Print Ad
Best Individual Product Advertisement in Professional Press
Sponsored by Goble & Associates
Gold: Mangos and Siemens Medical Solutions for Siemens Audiology—Vibe Leopard Lady Ad
Silver: AgencyRx and Novartis for Femara—This is Breast Cancer
Best Product Launch Advertisement/Campaign in Professional Press
Sponsored by Donahoe Purohit Miller
Gold: Mangos and Siemens Medical Solutions for Siemens Audiology—CIELO2 Active Ad Campaign
Silver: Brand Pharm and Galderma for Pliaglis Cream Journal Ad
Best Overall Advertising Campaign in Professional Press
Sponsored by Wishbone/ITP
Gold: GSW Worldwide and MGI Pharma for PONV—Tilt and Jumbler
Silver: GSW Worldwide and Astellas Pharma US for Protopic Ointment—Itchcraft Campaign
Best Corporate Advertisement/Campaign
Sponsored by ICC
Gold: Palio and Adheris—Helping Patients Stay on Therapy
Silver: KPR and Jazz Pharmaceuticals for Narcolepsy: Master of Disguise
Best Agency Self-Promotion Advertisement/Campaign
Sponsored by Dudnyk
Gold: Ogilvy Healthworld—Happy Holidays
Silver: Sudler & Hennessey—S&H 2007 Holiday Card
Best Branded TV Advertisement/Campaign
Gold: Ogilvy & Mather and Boehringer Ingelheim Pharmaceuticals for Mirapex—Logo Legs TV Ad
Silver: Draftfcb and Eli Lilly and Company for Cymbalta—Depression Hurts
Best Unbranded TV Advertisement/Campaign
Sponsored by Draftfcb
Gold: Ogilvy Healthworld and Wyeth—Freezer Aisle
Silver: Anderson DDB and Centocor for Remicade—Learning To Live With It-Pool
Best Over-The-Counter Product Advertisement/Campaign
Gold: Adair Greene-McCann and Stiefel Laboratories for Sarna—Relief Runs in the Family
Silver: Ogilvy Healthworld and Abbott Diabetes Care for Abbott Freestyle Glucose Monitor—Freestyle World TV
Best Total Integration Program for Small Companies
Sponsored by Concentric Pharma Advertising
Gold: Unit 7 and Shire for Vyvanse Pediatric Launch
Silver: HealthEd and Amylin Pharmaceuticals for Symlin—Getting Somewhere Patient Support Program
Best Total Integration Program for Large Companies
Sponsored by Cegedim Dendrite
Gold: Elite and Siemens Healthcare USA for Magnetom Essenza—Win An MRI Campaign
Silver: Anderson DDB and LifeScan for One Touch—More Power to You
