Forty-three of the industry’s top talents huddled in Midtown Manhattan’s Warwick Hotel last Monday, mulling an unprecedented 830 entries to the MM&M Awards.

Our esteemed panel, including the likes of Millennium chief Deborah Dunsire and AstraZeneca director of patient programs, oncology Meryl Weinreb, went over the entries with a fine-toothed comb. And occasionally a blowtorch.

They poked. They prodded. They deconstructed. They turned them upside down and gave them a good shake. They set themselves in the shoes of the brand managers and agency execs behind them and asked: Is this the best they could do? On that budget? And they call this multichannel? They argued, cajoled and shared anecdotes from the field. Often, they were impressed. They’d all been there before.

A week later, the smoke has cleared from the ash heap of ads, sales aids and campaigns that our judges, in their withering scrutiny, marked merely “good.” And today, we can announce the finalists for our MM&M Awards 2008, the 24 winners of which – unknown even to the judges themselves — will be announced at a gala black tie dinner October 30 at New York City’s Tavern on the Green. To book your table for the Awards dinner, click here.

And the finalists are:

Best Healthcare Consumer Publication

  • Caring4Cancer
  • Fit Pregnancy
  • Patient Resource Cancer Guide
  • SELF Magazine
  • Shape Magazine

Best Healthcare Business Publication

  • Clinical Schizophrenia & Related Psychoses
  • Contemporary Cancer Care
  • Endocrine Today 
  • Medical Economics
  • Orthopedics
  • Retail Clinician

Best Healthcare Online Media Brand

  • HealthDay News
  • WebMD

Best Use of Direct Marketing to Consumers

  • EvoLogue, part of CommonHealth, and AstraZeneca for Symbicort—Measures of Success
  • Hamilton Communications and Baxter BioScience for RPM: Road To Pro Moves Transition Kit
  • Harte-Hanks and Teva Neuroscience for Azilect—Life in Balance
  • MicroMass Communications and Merck for Singulair—A.I.R. (Asthma Information Resource) Program 
  • Saatchi & Saatchi Consumer Health+Wellness and AstraZeneca for Pulmicort Respules—AsthmaKidCare program-CRM

Best Use of Direct Marketing to Healthcare Professionals

  • Cline Davis & Mann Princeton and Novo Nordisk for NovoSeven—SevenSECURE Direct Mail Series 
  • Colle+McVoy and Johnson & Johnson Vision Care for 1-Day Acuvue Moist—Give Your Glasses the Day Off Program
  • Goble & Associates and Phadia for ImmunoCAP Specific IgE blood test
  • ICC and sanofi pasteur—Travelers Postcard Direct Mail Piece

Best Professional Sales Aid

  • Brand Pharm and Galderma for Tri Luma Cream Visual Aid
  • Corbett and Alcon for AcrySof Ballerina Sales Aid
  • ICC and sanofi pasteur—Travelers Sales Aid 
  • Saatchi & Saatchi Healthcare Advertising and Amgen/Wyeth for Enbrel—Black and White Safety Campaign
  • Saatchi and Saatchi Healthcare Innovations and sanofi-aventis for BenzaClin Breakout Performance Sales Aid

Best Use of PR to Consumers

  • Chandler Chicco Agency and Bristol-Myers Squibb for Orencia—I Can with RA in the Kitchen Campaign
  • GolinHarris and GlaxoSmithKline Consumer Healthcare for Breathe Right Nasal Strips—Don’t Be a Snore Loser: Stick it To Your Snorer Promotional Support
  • HealthStar Public Relations and GlaxoSmithKline Consumer Healthcare for alli—Sparking a Weight-Loss Revolution: the Launch of alli
  • Manning Selvage & Lee and Eli Lilly & Company—Strength in Knowing: The Facts and Fiction of Breast Cancer Risk
  • Waggener Edstrom Worldwide and Shire Human Genetic Therapies for Elaprase—Shire HGT: Tiny Patient Population, Big Stories, Big Impact

Best Use of PR to Healthcare Professionals

  • Chandler Chicco Agency and Novartis for Novartis-TOBI—Becoming Christopher
  • Racepoint Group and NeuroLogica Corporation—Scan on Demand
  • WeissComm Partners and Alsius Corporation for CoolGard 3000—Alsius Corporation and Kevin Everett

Best Website


Best Online Advertising Campaign

  • Bridge Worldwide and Abbott Nutrition for Glucerna Rich Media Banners
  • bvk/g and Omron for Weight Management 
  • G2 Direct & Digital and Bristol-Myers Squibb for Orencia Everyday Things Campaign
  • Greater Than One and Eli Lilly & Company for Cymbalta—DPNP Media Campaign
  • MedThink Communications and Salix Pharmaceuticals for OsmoPrep—Unbranded Banner Ad

Best Interactive Initiative for Consumers

  • Cadient Group and Novartis Vaccines and Diagnostics for Fluvirin—FluFlix Video Contest
  • DazMedia and Bayer Pharmaceuticals for Betaseron—The Real World of MS Multimedia Patient Commercial
  • DKI Direct and Genentech USA for Herceptin—HER2 Sisterhood
  • DKI Direct and Genentech USA for Pulmozyme—CF Living
  • Edelman and CHPA for Five Moms—Stopping Cough Medicine Abuse Before It Starts
  • Ignite Health and Advanced Medical Optics for Intralase—Reality LASIK: Reaching Gen Y through Video, Social Networking and Viral Marketing

Best Interactive Initiative for Healthcare Professionals

  • Digitas Health and Novo Nordisk for NovoSeven—eDetail
  • Group DCA and Ortho-McNeil Pharmaceuticals for Levaquin—TV Commercial Builder
  • Group DCA and Teva Neuroscience for Azilect—Maze Challenge
  • Group DCA and Wyeth for Tygacil—Quest for the Lost Antibiogram
  • Stream57 and Hologic for ThinPrep Pap Testing—ThinPrep Morphology Training

Best Individual Product Advertisement in Consumer Press

  • Grey Healthcare Group and Helen Keller National Center for Deaf-Blind Youths and Adults—Shift How Your Think
  • ICC and Food Allergy Initiative for Food Allergy—Awareness Ad
  • Javelin Direct and Roche for Accu-Chek Aviva—Print Ad
  • MRM Gillespie and Bristol-Myers Squibb for Orencia—Everyday Things
  • Wishbone/ITP and Barrier Therapeutics for Vusion—It’s Time for a Change
  • Wunderman and AstraZeneca for Faslodex—I Am Me First Consumer Print Campaign
  • Y&R and Bayer for YAZ—Beyond Birth Control TV 

Best Overall Advertising Campaign in Consumer Press

  • Draftfcb and Eli Lilly and Company for Cymbalta—Depression Hurts
  • ICC and sanofi pasteur—Travelers Ad Campaign
  • Ogilvy Healthworld and Allergan for Natrelle—The Natrelle Breast Implant Collection Print Campaign
  • Ogilvy Healthworld and Boehringer Ingelheim Pharmaceuticals for Mirapex— Logo Legs Print Ad
  • StoneArch Creative and GN ReSound for GN ReSound Humor Campaign

Best Individual Product Advertisement in Professional Press

  • AgencyRx and Novartis for Femara—This is Breast Cancer
  • Corbett and Alcon for Vigamox—Drops/Predator
  • Corbett and Alcon for Vigamox—Pink Eraser 
  • Dudnyk and AMAG Pharmaceuticals for Disease State Awareness—Check Iron
  • ICC and Shire Pharmaceuticals US for Daytrana—Treat Me Like Me Ad
  • Mangos and Siemens Medical Solutions for Siemens Audiology—Vibe Leopard Lady Ad

Best Product Launch Advertisement/Campaign in Professional Press

  • Brand Pharm and Galderma for Pliaglis Cream Journal Ad 
  • Flashpoint Medica and Indevus Pharmaceuticals for Supprelin LA—A Major Step in Treatment Delivery
  • Mangos and Siemens Medical Solutions for Siemens Audiology—CIELO2 Active Ad Campaign
  • Ogilvy Healthworld and Wyeth for Progenics—Turning OIC Upside Down
  • Stonefly Communications Group and Vertebration for XYcor—Secret Agent Ad Campaign

Best Overall Advertising Campaign in Professional Press

  • Area 23 and Roche for Rheumatology—Biological Campaign
  • GSW Worldwide and Astellas Pharma US for Protopic Ointment—Itchcraft Campaign
  • GSW Worldwide and MGI Pharma for PONV—Tilt and Jumbler
  • HC&B Healthcare Communications and DonJay Orthopedics for OA Adjuster—DJ Ortho Tropy Campaign: Golf, Dancing, Softball
  • ICC and Shire US for Daytrana—Treat Me Like Me Campaign

Best Corporate Advertisement/Campaign

  • Euro RSCG Life LM&P Chicago and Evanston Northwestern Healthcare System—Better Connections, Better Care
  • Harrison & Star and Genentech for Avastin—MBC Prelaunch Ad
  • KPR and Jazz Pharmaceuticals for Narcolepsy: Master of Disguise
  • Palio and Adheris—Helping Patients Stay on Therapy
  • The CementBloc and Vanda Pharmaceuticals—Molly Meet Gene

Best Agency Self-Promotion Advertisement/Campaign

  • BrainWorks Communications—We Wanted to Wish You Happy Holidays…
  • bryantBROWN communications—Anatomy Campaign
  • Ogilvy Healthworld—Happy Holidays
  • Sudler & Hennessey—Find More Inside Your Brand
  • Sudler & Hennessey—S&H 2007 Holiday Card

Best Branded TV Advertisement/Campaign

  • Draftfcb and Eli Lilly and Company for Cymbalta—Depression Hurts
  • Javelin Direct and Roche for Accu-Chek Aviva DRTV
  • Ogilvy & Mather and Boehringer Ingelheim Pharmaceuticals for Mirapex—Logo Legs TV Ad
  • Ogilvy Healthworld and Allergan for Lap-Band—If I Lost the Weight
  • Y&R and Bayer for YAZ—Beyond Birth Control

Best Unbranded TV Advertisement/Campaign 

  • Anderson DDB and Centocor for Remicade—Learning To Live With It-Pool
  • Cambridge BioMarketing Group and Together Rx Access—Consumer TV Campaign
  • EvoLogue, part of CommonHealth, and Novartis for Fluvirin—Influenza Vaccination Awareness
  • Lou Beres & Associates and American Medical Association—Voice for the Uninsured Campaign
  • Ogilvy Healthworld and Wyeth—Freezer Aisle

Best Over-The-Counter Product Advertisement/Campaign

  • Adair Greene-McCann and Stiefel Laboratories for Sarna—Relief Runs in the Family
  • Direct Image & Design and McNeil Consumer Healthcare for Tylenol—Osteoarthritis Professional Journal Ad
  • ICC and Johnson & Johnson—Bedtime Bath Ad
  • Ogilvy Healthworld and Abbott Diabetes Care for Abbott Freestyle Glucose Monitor—Freestyle World TV
  • Sudler & Hennessey and Galderma for Cetaphil—Product Rebranding Campaign

Best Total Integration Program for Small Companies

  • AbelsonTaylor and Astellas Pharma US for Mycamine
  • Euro RSCG Life LM&P New York and Boston Scientific for Taxus Stents—Stent Plus
  • HealthEd and Amylin Pharmaceuticals for Symlin—Getting Somewhere Patient Support Program
  • Rosetta Marketing and UCB for Epilepsy Advocate 
  • Unit 7 and Shire for Vyvanse Pediatric Launch

Best Total Integration for Large Companies

  • Anderson DDB and LifeScan for One Touch—More Power to You
  • BBDO and Johnson & Johnson/Cordis for Cypher Stent—Life Wide Open
  • Elite and Siemens Healthcare USA for Magnetom Essenza—Win An MRI Campaign
  • Euro RSCG Life MetaMax and sanofi-aventis for Apidra—Team Type 1
  • MRM Gillespie and Bristol-Myers Squibb for Orencia—Everyday Things