MM+M doesn’t play favorites with its award recognition programs. If pressed, however, some of us might confess to having a soft spot in our hearts for the Pinnacle Awards, now in its third year.

That’s because, among the raft of (richly deserved) celebrations of the industry’s work and people, Pinnacle honors a group too often ignored: the leaders who have significantly impacted the medical marketing business over the course of their careers, but who still have many productive years ahead of them.

We praise our young talent (think 40 Under 40) and our exalted veterans (the Medical Advertising Hall of Fame). Mid- to late-career execs who excel at their jobs, who would ignite bidding wars if they even hinted they were open to a change of scenery? Not so much.

The 2023 class of Pinnacle Award honorees ranks as the program’s most diverse to date. It includes traditional creatives, sure, but also agency chiefs, strategists, health media mavens, brand-team stalwarts, technologists, medical professionals, community advocates and more.

And putting aside their professional bona fides, this year’s 20 honorees are exceedingly admired and respected by their peers. They’re the kind of people you’d be proud to have as a friend, a mentor, a boss and anything in between. We salute their achievements, and can’t wait to see what comes next.