Nimble smaller shops triumphed alongside the heavyweights at the MM&M Awards 2008, while device and diagnostics makers muscled past pharma competitors in several categories.
Siemens Healthcare USA took the Gold Award in three categories, including Best Total Integration Program for Large Companies, which it shared with Elite for its Win an MRI campaign. The medical equipment giant also shared with Malvern, PA-based Mangos the Gold Awards for Best Product Launch Advertisement in Professional Press and Best Individual Product Advertisement in Professional Press.
Shire and Unit 7 clinched the Gold Award in Best Total Integration Program for Small Companies for their Vyvanse Pediatric launch, while Boehringer Ingelheim and Ogilvy Healthworld took the Gold in Best Branded TV Advertisement for their Mirapex Logo Legs spot.
Upwards of 750 top healthcare marketing and communications execs attended the 2008 Awards, held at New York’s glamorous Tavern on the Green on the evening of October 30 and emceed by comedian Elon Gold. The MM&M Awards recognize exceptional creativity and marketing effectiveness in healthcare across 24 categories, as determined by an independent panel of judges representing all sectors of the industry. This year’s winners are 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
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
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

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
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
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