To view the digital edition of the 2021 MM+M Awards Book of the Night, click here.
To quote the other poet laureate of New Jersey, Jon Bon Jovi, we’re halfway there. I think. The MM+M Awards, the highlight of the medical marketing community’s social calendar, is, as of press time, scheduled to go on in-person. We’ll also stream the event live for those who can’t join us in vaccinated splendor at Cipriani Wall Street.
I say I think we’re halfway there because it’s difficult to say much of anything with certainty these days when it comes to things that could be affected by the pandemic. Will we be back at full capacity and only in-person next year? I hope so. And I think so. But it’s hard to say for sure. I guess I’m livin’ on a prayer.
But what I can say for sure is that, live, streamed or hybrid, the MM+M Awards are still rocking. The presentation of the awards is the last, eagerly awaited part of a process involving a cast of hundreds of people who help to shepherd the process. There are the teams that bring the amazing work to life, composed of agencies and clients. There’s the MM+M and Haymarket staff that facilitate the submissions. There are the sponsors who make the entire process possible with their support.
And there are the judges who volunteer countless hours to sort through the entries and debate their merits. If you’ve ever been on a judging panel, or been in the room or on a call when that debate takes place, you know just how seriously these folks take their work. And it is that seriousness, that willingness to be critical and studiously judgmental, that makes an MM+M Award so sought after and so valuable. It is awarded by peers, to peers. And that won’t change.
So thank you, judges. And thank you, sponsors. And thank you, science, for getting us part of the way back to normal. Next year in New York.
— Stephen Madden
GM, Editor in chief
Click each Gold and Silver winner’s name for full profiles. Click each finalist’s image to enlarge. To jump to a category, click below.
Outstanding Contribution to Healthcare
Healthcare Consumer Media Brand
Healthcare Professional Media Brand
Use of Public Relations
Use of Data/Analytics or Innovation
Branded Website for Consumers
Branded Website for Healthcare Professionals
Disease Education Campaign
Film or Video
Use of Social Media – Paid
Use of Social Media – Organic
Use of Influencer Marketing
Digital Initiative for Consumers
Digital Initiative for Non-Consumers
Consumer Print Campaign
Professional Print Campaign
Professional Sales Tool
Corporate Branding Campaign
Philanthropic or Purpose-Driven Campaign
Diversity & Inclusion Campaign
Agency Branding Campaign
TV Advertising Campaign
Multichannel Campaign (Small to Medium Product Size)
Multichannel Campaign (Large Product Size)
Product Launch
Orphan Product Marketing Initiative
Use of Immersive Technology
Use of Clinical Trial Marketing
Use of Market Access Marketing
Use of Hospital or Healthcare Services Marketing
Agency Entrepreneur of the Year
Small Healthcare Agency
Midsize Healthcare Agency
Large Healthcare Agency
PR Agency
Medical Communications Agency
Independent Agency
Midsize Healthcare Network
Large Healthcare Network
Titanium
Outstanding Contribution to Healthcare
Platinum Award:
Moderna, Pfizer and Johnson & Johnson
Healthcare Consumer Media Brand
Recognizes any print publication and/or web property carrying editorial content directed at consumers and patients, including magazines, newspaper sections, custom publications, websites and online versions of print brands.
Gold Winner:
Silver Winner:
Finalists:
Healthcare Professional Media Brand
Recognizes any print publication and/or web property carrying editorial content directed at healthcare professionals, including medical journals and periodicals.
Gold Winner:
Silver Winner:
Finalists:
Use of Customer Experience Marketing
Marketing initiatives, from traditional direct marketing efforts (aimed at inducing a response or specific action) to sophisticated adherence programs that excel at brand experience, especially in use of database and CRM strategy and experience-related touchpoints, in an individual medium or working across platforms and targeting any healthcare stakeholder audience. Sponsored by GSW
Gold Winner:
Neurocrine Biosciences and Area 23
Silver Winner:
The Learning Corp., Constant Therapy and Area 23
Finalists:
Use of Public Relations
Recognizes communication efforts promoting awareness and positive perceptions of healthcare devices/products, services, corporations and organizations to consumers, employees, healthcare pros, the investor community and other stakeholders.
Gold Winner:
Change the Ref and McCann Health New York
Silver Winner:
Finalists:
Use of Data/Analytics or Innovation
Recognizes the use of new health and non-health data sets and innovative analytics methodologies.
Gold Winner:
Janssen Pharmaceuticals, FCB Chicago, FCB Six and Uptravi
Silver Winner:
California Life Sciences Association and Real Chemistry
Finalists:
Branded Website for Consumers
Recognizes any website promoting specific branded medical devices/products and services to the consumer audience.
Gold Winner:
Silver Winner:
SK Life Science, CDMP and Xcopri
Finalists:
Branded Website for Healthcare Professionals
Recognizes any website promoting specific branded medical devices/products and services to HCPs.
Gold Winner:
Novartis and Complete HealthVizion
Silver Winner:
Lundbeck, Otsuka Medical Alliance and NoA Health
Finalists:
Disease Education Campaign
Recognizes any website, TV ad or other non-film media promoting awareness or offering information about specific disease states or health issues.
Gold Winner:
AstraZeneca, Real Chemistry and Symbicort
Silver Winner:
Finalists:
Film or Video
Recognizes any digital initiative targeting either consumers or patients, healthcare professionals or other stakeholders using social media channels that demonstrates a community-building aspect and best use of platforms.
Gold Winner:
Silver Winner:
Finalists:
Use of Social Media — Paid
Any mobile/digital media campaign reaching consumers/patients, HCPs or other stakeholders using social media channels. Showcases best use of mobile-first creative, scaled reach and measured impact quantified through media results.
Gold Winner:
Novartis, Havas Hematology Oncology Village and Adakveo
Silver Winner:
Finalists:
Use of Social Media — Organic
Any digital initiative targeting either consumers/patients, healthcare professionals or other stakeholders using social media channels that demonstrates a community-building aspect and best use of platforms. Showcases ideas that produced the most buzz.
Gold Winner:
The National Black Child Development Institute and The Bloc
Silver Winner:
Finalists:
Use of Influencer Marketing
Any marketing initiative involving use of celebrity spokespeople or other personalities designed to build community participation, enhance engagement/viewership or achieve other goals, through endorsements or related efforts, on behalf of healthcare clients.
Gold Winner:
Claire’s Place Foundation and Area 23
Silver Winner:
Change the Ref and McCann Health New York
Finalists:
Digital Initiative for Consumers
Recognizes any non-film digital initiatives, aimed at consumers, offering information, tools, education or promotion, relating to diagnosis, treatment or management of medical conditions and ailments, or the non-medical, health-and-wellness space.
Gold Winner:
The National Black Child Development Institute and The Bloc
Silver Winner:
Finalists:
Digital Initiative for Non-Consumers
Recognizes any non-film digital initiative targeting HCPs and/or sales reps, such as CRM programs, e-CME, 3-D animation, interactive live exhibits, video games and more, including smartphone or tablet apps, medical references, patient records and more.
Gold Winner:
Oyster Point Pharma and Precisioneffect
Silver Winner:
Sermo, FCB Health New York and Disappearing Doctors
Finalists:
Consumer Print Campaign
Recognizes any single or multiwave advertisement in support of a prescription or nonprescription drug, medical device/product or service appearing across platforms in any consumer-oriented media (magazine, newspaper and more).
Gold Winner:
The Cybersmile Foundation and Area 23
Silver Winner:
Gay Men’s Health Crisis, FCB Health New York and Blood Equality
Finalists:
Professional Print Campaign
Recognizes any single or multiwave advertisement in support of a prescription drug, medical device/product or service appearing across platforms in any HCP-oriented media (medical journal, periodical or professional site or app and more).
Gold Winner:
Gilead Sciences, Brick City Greenhouse and Trodelvy
Silver Winner:
Eton Pharmaceuticals, Area 23 and Alkindi Sprinkle
Finalists:
Professional Sales Tool
Recognizes any print or digital detail aid (for example, an e-detail) targeting healthcare professionals in support of a branded prescription product or service. If digital, a video submission was recommended.
Gold Winner:
Boehringer Ingelheim and Ogilvy Health
Silver Winner:
Kaleo, FCB Health Canada and Allerject
Finalists:
Corporate Branding Campaign
Recognizes any advertisement or campaign, website, video or other communications channel used to promote a corporate client.
Gold Winner:
Novartis and Marina Maher Communications
Silver Winner:
Mount Nittany Health and Pavone Marketing Group
Finalists:
Philanthropic or Purpose-Driven Campaign
Recognizes any philanthropic advertisement or campaign, website, video or other comms channel to promote a nonprofit organization or raise awareness of a specific cause for which the agency received no payment. Work submitted must be on behalf of a pro bono client. Sponsored by Havas Health & You
Gold Winner:
Change the Ref and McCann Health New York
Silver Winner:
Finalists:
Diversity & Inclusion Campaign
Recognizes any healthcare marketing, awareness or educational campaign that targets specific ethnic or religious audiences using any combination of channels. Jurors looked for an in-depth understanding of the target market in both strategy and execution. Sponsored by EvolveMKD
Gold Winner:
The National Black Child Development Institute and The Bloc
Silver Winner:
Finalists:
Agency Branding Campaign
Recognizes any advertisement or campaign, website, video or other communications channel an agency uses to market its own brand, culture and capabilities.
Gold Winner:
Silver Winner:
Finalists:
TV Advertising Campaign
Branded TV advertisement, or a series of advertisements (maximum of three), used to promote a prescription drug, medical product or service.
Gold Winner:
Silver Winner:
Horizon Therapeutics, Area 23 and Tepezza
Finalists:
Multichannel Campaign (Small to Medium Product Size)
Recognizes any integrated marketing, comms or awareness campaign executed across two or more channels on behalf of a healthcare client for a product with revenue less than or equal to $500 million during 2020.
Gold Winner:
Walmart and Saatchi & Saatchi Wellness
Silver Winner:
Kaleo, FCB Health Canada and Allerject
Finalists:
Multichannel Campaign (Large Product Size)
Recognizes any integrated marketing, comms or awareness campaign executed across two or more channels on behalf of a healthcare client, for a product with revenue greater than $500 million during 2020.
Gold Winner:
ViiV Healthcare, Havas Tonic and Dovato
Silver Winner:
Sunovion Pharmaceutical, AbelsonTaylor and Latuda
Finalists:
Product Launch
Recognizes any marketing or communications campaign to promote a prescription or OTC drug or medical product launched between January 1, 2020, and April 10, 2021.
Gold Winner:
Horizon Therapeutics, Area 23 and Tepezza
Silver Winner:
Kaleo, FCB Health Canada and Allerject
Finalists:
Orphan Product Marketing Initiative
Recognizes any single marketing initiative deployed in connection with an orphan population (fewer than 200,000 patients in the U.S.) on behalf of a healthcare product that showed a demonstrable effect on orphan-marketing goals.
Gold Winner:
Horizon Therapeutics, Area 23 and Tepezza
Silver Winner:
Horizon Therapeutics, Area 23 and Epsilon
Finalists:
Use of Immersive Technology
Recognizes any use of experiential marketing tools, such as VR/AR, for education (HCP or consumer) or rep training, employed by a brand or product or to engage users for disease awareness that demonstrates an impact on engagement.
Gold Winner:
Silver Winner:
Boehringer Ingelheim, Confideo Labs and Pradaxa/Praxbind
Finalists:
Use of Clinical Trial Marketing
Recognizes any method(s) used to enhance or expedite outreach and awareness efforts for recruiting enrollees or spurring research participation for clinical trials, or to help power the study protocol for a target product profile.
Gold Winner:
ACTG, Klick Health and Jumo Health
Silver Winner:
Use of Market Access Marketing
Any market access communication, marketing campaign or initiative designed to make clinical and economic arguments to support product access on formularies, medical benefits or innovative contracting or allow practices and/or patients to understand the logistics and the financial support available for prescribed healthcare products.
Gold Winner:
GlaxoSmithKline, Area 23 and Shingrix
Silver Winner:
ViiV Healthcare, Entrée Health NY and Rukobia
Finalists:
Use of Hospital or Healthcare Services Marketing
Any campaigns designed to promote healthcare services to a consumer audience, executed on behalf of or by hospitals, healthcare systems, medical groups or other ancillary healthcare organizations (dental centers, cancer centers, dialysis, home health, genetic screening services, mental health and addiction clinics).
Gold Winner:
Walmart and Saatchi & Saatchi Wellness
Silver Winner:
Finalists:
Agency Entrepreneur of the Year
The award recognizes an agency CEO or other senior principal whose firm’s performance stood out during the eligibility period and reflects business acumen, financial growth and an entrepreneurial spirit in the healthcare communications sector. Sponsored by GCI Health
Gold Winner:
Silver Winner:
Olga Fleming, Marina Maher Communications
Finalists:
Small Healthcare Agency
Recognizes outstanding performance by a healthcare agency with U.S. revenue of less than $15 million in 2020.
Gold Winner:
Silver Winner:
Finalists:
Midsize Healthcare Agency
Recognizes outstanding performance by a healthcare marketing agency with U.S. revenue of $15 million to $50 million in 2020.
Gold Winner:
Silver Winner:
Finalists:
Large Healthcare Agency
Recognizes outstanding performance by a healthcare marketing agency with U.S. revenue of greater than $50 million in 2020.
Gold Winner:
Silver Winner:
Finalists:
PR Agency
Recognizing outstanding performance by an agency whose primary business involves healthcare public/media relations, public affairs or issues management.
Gold Winner:
Medical Communications Agency
Recognizing outstanding performance by an agency whose primary business involves med-comms or medical affairs/education.
Gold Winner:
Silver Winner:
Finalists:
Independent Agency
Recognizing outstanding performance by an independent agency that is not majority-owned by a holding company or network.
Gold Winner:
Silver Winner:
Finalists:
Midsize Healthcare Network
This award recognizes the very best healthcare-focused agency network for overall performance during the entry period with U.S. revenue of less than $300 million.
Gold Winner:
Large Healthcare Network
This award recognizes the very best healthcare-focused agency network for overall performance during the entry period with U.S. revenue of more than $300 million. Sponsored by Fingerpaint
Gold Winner:
Silver Winner:
Finalists:
Best in Show
Recognizes an exemplary campaign or marketing initiative that distinguished itself as best in show.
Titanium Award:
Change the Ref and McCann Health New York
