The medical agency establishment struck back in the 2009 MM&M Awards as big shops picked up many of the top honors. However, it was an in-house effort that picked up the Gold Award for Best Integration Program for Large Companies.

Siemens won the award for the second year in a row – this time, for the launch of its Ysio digital radiography system. Taking a page from last year’s award-winning campaign for its Magnetom Essenza MRI machine, Siemens donated a Ysio to the Children’s Health Fund for an online auction, with all proceeds going to the charity. Those bidding hospitals that didn’t win got coupons worth $10,000 toward the purchase of the machines. The inexpensive campaign netted six million media impressions and 72 registered bidders, creating a wealth of new sales leads and orders.

Sanofi-Aventis and Euro RSCG Life MetaMax took home the Silver Award in the category with their cycling campaign on behalf of Lantus for type 2 diabetes.

Duramed and Draftfcb won the Gold Award for Best Integration Program for Small Companies with “Because the Unexpected Happens” campaign for Plan B, which found innovative ways to seize on “moments of receptivity” through social media and messaging in restrooms, health clubs and family planning aisles, as well as custom content for partners like Cosmo’s Bedside Astrologer.

It was one of three Gold Awards for Draftfcb, which also won for Best Branded TV Campaign (with Lilly for the “Eyes” ads) and Best Interactive Initiative for Healthcare Professionals with Centocor, for the “Live In My Skin” reality show.

Ansell Healthcare and Quiller & Blake Advertising took home the Silver in Best Integration Program for Small Companies with their “Power of Pink” campaign for Ansell’s “anti-allergies” Micro-Touch NitraFree examination glove.

The 2009 MM&M Awards winners are: 

Best Healthcare Consumer Publication
Gold: Health Magazine
Silver: WebMD the Magazine

Best Healthcare Business Publication
Sponsored by Intouch Solutions
Gold: MDNG
Silver: Pharmacy Times

Best Healthcare Online Media Brand

Best Use of Direct Marketing to Consumers
Sponsored by Harte-Hanks
Gold: Hologic—MammoPad Select Customer Program
Silver: Hamilton Communications and Baxter—Camp Superfly Next

Best Use of Direct Marketing to Healthcare Professionals
Sponsored by DMNews
Gold: Harte-Hanks and MedImmune—2009 FluMist HCP Campaign
Silver: Hologic—MammoPad Select Customer Program

Best Professional Sales Aid
Sponsored by Concentric
Gold: Ogilvy Healthworld and Allergan—2009 Sanctura XR Passport Sales Aid
Silver: KFDunn Life Sciences, a division of Aloysius Butler & Clark and B. Braun Medical—B. Braun Introcan Sharps Container

Best Use of Public Relations
Sponsored by PRWeek
Gold: The Marcus Group and The Children’s Hospital of Philadelphia—CHOP’s Fight to Reclaim Horizon Contract
Silver: WeissComm Partners and Galderma—Differin Acne Rumor Control Teen Campaign

Best Website
Intouch Solutions and Sanofi-Aventis—Goinsulin Website
Silver: Klick Communications and Allergan—My Lap-Band Journey

Best Online Advertising Campaign
Sponsored by
Gold: Saatchi & Saatchi Wellness and Transitions Optical—Online Healthy Sight Campaign
Silver: AbelsonTaylor and Ther-Rx Corporation—Clindesse Banner Ad Campaign

Best Interactive Initiative for Consumers
Sponsored by HealtiNation
Gold: Waggener Edstrom Worldwide and BioMarin Pharmaceuticals—PKU Awareness Month: Community Building and Engagement through Facebook
Silver: Group DCA and Alkermes—Vivitrol Touchpoints Recovery Support Website

Best Interactive Initiative for Healthcare Professionals
Sponsored by Euro RSCG Life
Gold: Draftfcb and Centocor—Live in My Skin
Silver: Synapse Medical Communications and Novo Nordisk—Virtual Patient Diabetes Education Program

Best Individual Product Advertisement in Consumer Press
McCann Erickson HumanCare and Galderma Laboratories—Oracea Skin In Sync Print
Silver: ICC and Food Allergy Initiative—Lobster Food Allergy Awareness Ad

Best Overall Advertising Campaign in Consumer Press
Sponsored by CURE Media Group
Gold: EvoLogue, part of CommonHealth, and AstraZeneca—Symbicort “Silhouette/Profiles in Asthma Control”
Silver: Siboney USA and Blue Cross and Blue Shield of Florida—BCBSF: The Power of the Human Voice

Best Individual Product Advertisement in Professional Press
Cline Davis & Mann Princeton and Janssen Pharmaceutica—Risperdal Consta “Why Wait?” journal ad
Silver (tied): AbelsonTaylor and Zimmer—”All Knee Drive” – Zimmer LPS-Flex Mobile Bearing Knee
Silver (tied): AbelsonTaylor and Zimmer—”Dressed for Success” – Zimmer M/L Taper Hip with Kinectiv Technology

Best Product Launch Advertisement/Campaign in Professional Press
LehmanMillet and Abbott Nutrition for Similac—Making a Splash
Silver (tied): Flashpoint Medica and Cordis Corporation, a Johnson & Johnson company—Cypher Stent “Strength and Proof” Campaign
Silver (tied): GyroHSR and LifeCell—Strattice Reconstructive Tissue Matrix

Best Overall Advertising Campaign in Professional Press
Sponsored by Wishbone-ITP
Gold: GSW Worldwide and Covidien for Tussicaps—Cap the Cough
Silver: Cline Davis and Mann and Genentech—Lucentis 15 Letters

Best Corporate Advertisement/Campaign
GCG Marketing and Children’s Neuroblastoma Cancer Foundation—CNCF Campaign
Silver: Torre Lazur McCann and Johnson & Johnson—Congratulatory “Enjjoy” Ad

Best Agency Self-Promotion Advertisement/Campaign
StoneArch Creative—Leave a Mark
Silver: AgencyRx—People for The Ethical Treatment of Ideas (PETI)

Best Branded TV Advertisement/Campaign
Sponsored by Ogilvy Healthworld
Gold: Draftfcb and Eli Lilly and Co.—Cymbalta “Eyes”
Silver: McCann Erickson HumanCare and Galderma Laboratories—Oracea Skin In Sync

Best Unbranded TV Advertisement/Campaign
Sponsored by HC&B
Gold: Porter Novelli New York and Shire—“Adult ADHD Is Real” PSA Campaign
Silver: Cline Davis & Mann Princeton and Solvay Pharmaceuticals—Shadow Sidekick

Best Over-The-Counter Product Advertisement/Campaign
ghg and Essilor—Crizal with Scotchgard Protector TV spot
Silver: Anderson DDB Health & Lifestyle and Schering-Plough—Aerius Self-Help

Best Total Integration Program for Small Companies
Sponsored by Pharmaceutical Marketers Directory
Gold: Draftfcb and Duramed—Plan B
Silver: Quiller & Blake Advertising and Ansell Healthcare—Power of Pink

Best Total Integration Program for Large Companies
Sponsored by Cegedim Dendrite
Gold: Siemens Medical Solutions—New Product Launch: Online Ysio Auction   
Silver: Euro RSCG Life MetaMax and Sanofi-Aventis—Lantus/Apidra Expansion of Successful Team: Type 1 program to include Team Type 2