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Aatat panel of 100 esteemed industryGoldGold leaders and thinkers spent several hours discussing, reviewing and scoring around 700 entries to the MM&M Awards. Here are the results of their e orts—the 2013 fi nalists

ollowing two exhaustive rounds of scoring by 100 or so inde- Make no mistake. Judging the MM&M Awards is a serious business. pendent industry judges, the results are in for the MM&M If you need further proof, take a look at some of the photographs FAwards 2013. The nalists for each category are revealed on from the judging day (pages 62-66), each conveying the dedication the following pages—but you’ll have to wait for the spectacular and hard work that goes into the review process. dinner and ceremony on October 2, 2013 to nd out who will take It’s not enough for a submission simply to look good, either—it home the gold and silver awards. must also be effective. That’s why, as well as assembling a band of The MM&M Awards are judged with the utmost independence seasoned creatives, we recruited more than 30 marketing and brand- and authority, using ing execs from the pharma industry to further extend the authority an esteemed panel of and credibility of the judging process. (See opposite for a complete leaders and thinkers list of 2013 judges.) MMM representing a wide We would like to take this opportunity to thank all of our judges variety of disciplines and for their efforts. backgrounds within the As usual, the identities of all gold and silver winners will be withheld 2013 healthcare marketing until the spectacular gala dinner at Cipriani 42nd Street on October community. 2, 2013. Not even the judges will know who the winners are until they This year, we again incorporated a preliminary round of online are called to the stage; the suspense and elation of claiming gold in reviews into the judging process. We also expanded the size of the front of several hundred peers is second to none. Not to mention the panel to increase the number of judges reviewing each submission, to celebration that follows. We hope to see you there. allow greater  exibility in matching judges’ expertise with particular For further information about the MM&M Awards, including dinner

category disciplines, and to enable an extended review of the leading tickets, sponsorship opportunities, key dates and past winners, please DAND’ERRICO PHOTOS: ALL contenders in the nal round. visit our dedicated Awards website at awards.mmm-online.com.

With thanks to...

60 MM&M x AUGUST 2013 x mmm-online.com The MM&M AWARDS 2013 Judges

Dominique Hurley, Senior Director Commercial Systems, Ironwood Pharmaceuticals Paul Ivans, President & CEO, Evolution Road Peter Justason, Director, eMarketing, Fred Kinch, Managing Partner, Creative Director, AgencyRx Richard Kindberg, President/CEO, Vistek Medical Stu Klein, Healthcare Practice Lead, Interpublic Kathy Kovalic, Director of Marketing, Delivery, B Braun Medical David Krawitz, Executive Director, Global Communications and Philanthropy, Brian Lange, Marketing Director, GlaxoSmithKline Larry Lannino, General Manager, Beacon Healthcare Brian Layden, VP, Sales & Business Development, Haymarket Media Matthew Leung, Director of Advertising—Healthcare, Reckitt Benckiser 2013 judges assemble in New York for the final round Harry Levy, MD, MPH, President, interMDnet Monique Levy, Vice President, Research, Manhattan Research Bill Abernethy, Vice President, Global Market Development, Prosensa Therapeutic Rich Levy, EVP/CCO, Draftfcb Healthcare Jay Appel, Director, Multi-Channel Marketing, Amgen R.J. Lewis, President & CEO, eHealthcare Solutions Christine Armstrong, Managing Director, IOMEDIA Mike Luby, CEO, BioPharma Alliance Emily Baier, Associate Director, Public Relations, Boehringer Ingelheim Maria Maccecchini, President & CEO, QR Pharma Mark Bard, Founder, Digital Health Coalition Lynn Macrone, Partner, Chief Creative Officer, JUICE Pharma Worldwide Jack Barrette, CEO, WEGO Health Patricia Malone, SVP, Creative Director, Dudnyk atat GoldGold Natalie Bartner, Head, Commercial Strategy, N. America Pharmaceuticals, Sanofi Maria Marcelli, Head, Marcom US Radiology, Bayer HealthCare Pilar Belhumeur, Partner, Executive Creative Director, Greater Than One Dave Marek, Executive Vice President, Consumer Services, WebMD Lynn Benzing, CEO/Professor, Wellness Advocates/NYU Jerry Maynor, Dir. of Marketing and Business Development, Cegedim Strategic Data Stephanie Berman, Partner, Creative, The CementBloc Larry Mickelberg, Partner, Chief Digital Officer, Havas Health; Pres., Havas Lynx US David Blair, Head of Industry, Health, Google Tony Miller, Executive Creative Director, AndersonDDB Jessica Boden, President, StoneArch Graham Mills, Executive Creative Director, Digitas Health Marvin Bowe, SV P, Executive Creative Director, The Navicor Group Marc Monseau, Founder, Mint Collective Renee Brauen, Global Channel Lead for Mobile, Multi-Channel Marketing, Chet Moss, Chief Creative Officer, ICC Lowe Jaime Butler-Binley, Partner/Creative Lead, Fingerpaint Mike Myers, President, Palio+Ignite Stephen Calabrese, Director, Digital Strategy and Services, Novartis Oncology Anne O’Brien, VP Strategic Solutions, Remedy Health Media Angela Walker Campbell, VP, Executive Creative Director, Prime Access Christopher Ovdiyenko, VP, Creative Director, GSW Worldwide Jay Carter, Senior Vice President, AbelsonTaylor David Paragamian, Group Company President, Huntsworth Health Amy Chafin,Global Oncology Marketing Director, Eli Lilly & Company Dina Peck, ECD, Managing Partner, CDMiConnect Stephen Cheren, Director, Marketing Excellence, Novartis Pharmaceuticals Aris Persidis, President, Biovista Becky Chidester, President, Wunderman World Health Mary Pietrowski, Sr. Director, Digital Strategy & Marketing, Hologic Pete Clancy, Director of Strategy, closerlook Barbara Pritchard, Principal, WentzMiller Global Services Christine Coyne, Senior Director, Auxilium Charlene Prounis, CEO, Flashpoint Medica Diane Cummins, Worldwide Director, Colgate-Palmolive Will Reese, Chief Innovation Officer, Cadient Group Jim DeLash, Director, Consumer Multi-Channel Strategy, GlaxoSmithKline Dan Renick, President, Hobart Group Holdings Deborah Dick-Rath, President, Epic Proportions Jennifer Rinaldo, Senior Product Director, Forest Laboratories Bill Drummy, CEO, Heartbeat Ideas Anthony Rotolo, Chief Creative Officer, True Health + Wellness Deborah Dunsire, CEO and President, EnVivo Pharmaceuticals Debra Sangiuliano, Director, Pfizer Helene Ellison, Chair, Global Healthcare Practice, Burson-Marsteller Leerom Segal, President & CEO, Klick Health Joyce Ercolino, Director, eStrategy, CSL Behring Manos Sifakis, President & CEO, customedialabs Tina Fascetti, Chief Creative Officer, Roska Healthcare Advertising Rick Soni, President & COO, Rexahn Pharmaceuticals Alex Fishgoyt, SVP Director of Creative Development, Harrison and Star Allen Stegall, Principal, Executive Director of Strategy, Scout Marketing Lisa Flaiz, Group Director, Digital Marketing, Janssen David Stern, Global Head, Fertility Franchise, EMD Serono Olga Fleming, EVP/Managing Director, Cohn & Wolfe Katherine Stultz, Executive Director Oncology Marketing, Celgene Chris Freeman, Marketing Director, Felipe Tilca, Senior Business Analyst, Abbott Marcia Goddard, Chief Creative Officer, McCann Torre Lazur Group Wanda Turini, President/CEO, Bull’s Eye Innovations Traci Gonzales, Strategic Digtial Marketing Manager, Galderma Labs Kristin Vitanza, Brand Director, Endo Health Solutions Jennifer Gottlieb, Leader, W2O Group Scott Weintraub, Chief Marketing Officer, Healthcare Regional Marketing Mike Hartman, Chief Creative Officer , W2O Group Sam Welch, Global Group President, Publicis Healthcare Communications Group Brian Heath, Marketing Director, Amgen Amy West, Associate Director Patient Relationship Marketing, Novo Nordisk Olav Hellebo, CEO, Clavis Pharma Reaves West, Medical Account Executive, Merck & Co. Nancy Hicks, SVP, Associate Director, North America Healthcare, Ketchum Arthur Wilschek, Executive Director Global Sales, New England Journal of Medicine awards.mmm-online.com

mmm-online.com x AUGUST 2013 x MM&M 61 Top far left: Klick Health President & CEO Leerom Segal looks over a digital presentation. Bottom far left: Amy West of Novo Nordisk goes through the details. Left: ­IOMEDIA’s Christine Arnstrong and ­Monique Levy, VP, Research at Manhattan Research make their evaluations. Above: Mint ­Collective founder Marc Monseau presents his point of view,

Best Healthcare Consumer n Publicis Healthcare Communications “Novo Nordisk and Paula Deen Help People Media Brand Group and Sanofi for “The Auvi-Q Pocket See Diabetes in a New Light” Guide Patient Brochure” n Ogilvy Public Relations and Bristol-Myers n HealthiNation n GA Communication Group and Upsher Squibb for “Men and Melanoma: The Unex- n Remedy Health Media for TheBody.com Smith for “Morning Sickness In-Office posed Target” n Remedy Health Media for Berkeley Campaign” n ruder finn and Roche Diagnostics Corpora- Wellness­ tion for “Steve’s Mountain” n Remedy Health Media for RemedyMD Best Use of Direct Marketing n Waggener Edstrom Worldwide and Emergent Healthy Living Guide Biosolutions and development partners n Remedy Health Media for Diabetes Focus to Healthcare Professionals n CDMiConnect and Brooklyn Free Clinic for Aeras, OETC (a joint venture between Oxford “We Need U” Univ. and Emergent BioSolutions), Oxford Best Healthcare Professional n GSW and Endo Pharmaceuticals for Univ., South African Tuberculosis Vaccine Ini- Media Brand “Fortesta Gel” tiative, and the Wellcome Trust for Hope, for n Everyday Health for MedPage Today n Herspiegel Consulting and Novo Nordisk “the First Tuberculosis Infant Booster Vaccine n Intellisphere LLC for Pharmacy Times for “Quality Diabetes Measures Kit” n Lippincott Williams & Wilkins for PRS n Optum for “Optum Ecosphere Campaign” Best Branded Website n MDLinx n SCORR Marketing and Theorem Clinical for Consumers n SLACK Incorporated for Healio Research for “Theorem 2012 DIA Trade n Intouch Solutions and Bayer HealthCare Show” Pharmaceuticals for FactorMatters.com Best Use of Direct Marketing (brand: Kogenate FS) to Consumers Best Use of Public Relations n Klick Health and for n Arnold NYC and Sanofi for “Lantus n Ketchum Washington DC and Office of the Ampyra.com Branded e/CRM Program” National Coordinator for Health Information n RTC Relationship Marketing and n CDMiConnect and for “Avastin Technology, U.S. Department of Health Idec for MSInspiration.com (brand: Tysabri) Cares” and Human Services for “Putting the I in n Saatchi & Saatchi Wellness and Chattem n Publicis Healthcare Communications Health IT” for Allegra.com Group and Sanofi for “Auvi-Q Magazine n Marina Maher Communications LLC (MMC) n The CementBloc and Salix Pharmaceuti- ­Covers Take Ones” and Novo Nordisk (with The Rose Group) for cals for Giazo.com

62 MM&M x AUGUST 2013 x mmm-online.com FINALISTS

Top far left: WEGO Health CEO Jack ­Barrette focuses in on a submission. ­Bottom far left: Boehringer Ingelheim associate director, PR, Emily Baier mulls over a judging decision. Left: Dave Marek, EVP, Consumer Services at WebMD, gives his opinion. Above: Glaxo­SmithKline’s Jim DeLash and BioPharma Alliance CEO Mike Luby confer about the award nominees.

Best Branded Website Best Use of Social Media Best Health & Wellness Digital for Healthcare Professionals n Digitas Health and UCB for “Epilepsy Initiative for Consumers n Publicis Healthcare Communications ­Advocate on Facebook” n Brightworks Interactive Marketing and n Group and Sanofi for auvi-q.com/hcp Intouch Solutions and Sanofi US Diabetes Bayer for “The Eczema App” n ICC Lowe Trio and Johnson & Johnson for “Get Blood Sugar Control: Interactive n DiD and McNeil Consumer Healthcare for Healthcare Products for jjdentalprofes- Q&A via YouTube” “Kids’ Wellness Tracker” n sional.com (brand: Listerine) Intouch Solutions and Galderma Laborato- n Marina Maher Communications LLC n Klick Health and Acorda Therapeutics for ries for “Giving Thanks for Cetaphil Super (MMC) and Merck for “Merck Helps ampyra-hcp.com Fans: A Community Advocacy and Social ­College Women Plan It Forward and n Medtronic Neuromodulation for Engagement Campaign” ­Consider Long-Acting Contraceptives” n professional.medtronic.com Medtronic MiniMed and Medtronic n Palio+Ignite and Lilly for “Glucagon Mobile n Sudler & Hennessey and Ferring Pharma- Diabetes for “The Medtronic Diabetes Application” ceuticals for ferringfertility.com/hcp Community: Engaged, Inspired and the #1 n WebMD for “WebMD Magazine Tablet App” Diabetes Brand on Facebook” Best Disease/Education n Siren Interactive and Lundbeck for Best Digital Initiative Website “Moving Together for HD Facebook Page” for Healthcare Professionals n Chandler Chicco Agency and Best Medical Digital Initiative n Digitas Health and Amgen for “Manufac- ­Specialty for anaphylaxis101.com turing Matters with Biological Medicines n gcg CONNECT and Novo Nordisk for for Consumers Website” ­cornerstones4care.com n CDM Princeton and Novo Nordisk for n HealthEd and HealthEd Academy for n Klick Health and Reckitt Benckiser for “HemaGo” “Growing an online learning community, turntohelp.com n Digitas Health and Shire for “Own It” SurroundHealth, for healthcare extenders” n Palio+Ignite and Endo for n Intouch Solutions and Sanofi US Diabetes n ICC Lowe and MSD Animal Health for pubertytooearly.com for “Beyond Counting Calories: The Trans- “Activyl ‘Ditch The Itch’” n Toolhouse and Phonak for formation of GoMeals” n Klick Health and Millennium: The Takeda hearinglikeme.com n Nucleus Medical Media for “iHeart Touch Oncology Company for “Velcade iPatient iPad App: Point of Care—Everywhere” App” n Vogel Farina and Novartis Oncology for n McCann Torre Lazur and UCB for “Vimpat “My NET Manager patient app” interactive Ad”

mmm-online.com x AUGUST 2013 x MM&M 63 Top far left: Sanofi’s Natalie Bartner considers a campaign. Bottom far left: Interpublic’s Stu Klein, Heartbeat Ideas CEO Bill Drummy and Purdue Pharma’s Peter Justason in full decision-making mode. Left: Auxilium senior director Chris- tine Coyne giving the materials a close read. Above: Digitas Health’s Graham Mills and Epic Proportions president Deborah Dick-Rath look over a contender

Best App for Healthcare Best Single Professional Print Best Professional Print Professionals Advertisement Campaign for New Launches n GSW and Eli Lilly for “Clinical Trials n Draftfcb - NY and Boehringer Ingelheim/ n Cline Davis and Mann (CDM) and Salix ­Resource App” Pfizer for “Why Wait?” (Spiriva) Pharmaceuticals for “Positively in Control” n ICC Lowe and for “Botox Phase 1 n GSW and Takeda for “Edarbyclor (Fulyzaq) Launch” ­Professional Journal Ad” n Area 23 and Fresenius for “MeDS Pump - n Infuse Medical and Hologic for “The n ICC Lowe and Boehringer Ingelheim for Approximately Isn’t Good Enough” Hologic Trident ROI App” “Buscopan ‘Take Control’” n Dudnyk and Dentsply for “Nu World” n Interact Medical and Acumed for “iPad n Rosetta and Otsuka America Pharmaceuti- (Nupro) Sales App” cal for “BreathTek UBT Journal Ad” n McK Healthcare and UCB for “Neupro RLS n Epocrates for “Epocrates Rx for iPad: n The CementBloc and Salix Pharmaceuti- Ads” Enabling ­Physicians to Make Better cals for “Mr Butt Print Ad: Biker” (Giazo) n The CementBloc and Salix Pharmaceuti- Prescribing Decisions” cals for “Mr Butt Print Ad: Biker” (Giazo) Best Professional Print Best Consumer Print Campaign Campaign Best Professional Sales Aid n CDMiConnect and Genentech for n Strategic Edge Communications and n AbelsonTaylor and Healthpoint Biothera- “Romance” (Rituxan) Wockhardt USA for “Bromfed DM peutics for “Santyl Street Sweeper Sales n Digitas Health and UCB for “Go Beyond Professional Ad” Aid” Okay” (Vimpat) n Cline Davis & Mann (CDM) and Pfizer for n CAHG and Laboratories for “Inflam- n Draftfcb - NY and Thermo Fisher Scientific “Scream Campaign” (Zyvox) mation Happens” (Durezol) for “Know Where They Stand” (uKnow n Dudnyk and ViroPharma for “‘Moments n Giant Creative/Strategy, LLC and Valeant peanut test) Missed’ Unbranded Campaign” Pharmaceuticals North America for “Xerese n GSW and Stryker for “Stryker GetAround- n ICC Lowe and MSD Animal Health for ‘Stop It’ Detail Aid” Knee Print Campaign” Activyl “‘Switch The Itch’” n ICC Lowe and Shire for “Adult Maintenance n Healthwork Powered by BBDO & CDMi and n The CementBloc and Salix Pharmaceuti- Campaign” (Vyvanse) Genentech for “Bigger Than” (Tamiflu) cals for “Mr Butt Print Ad: Biker” (Giazo) n Pacific Communications and Allergan for “Take a Second Look at Possible Chronic Migraine Patients in Your Practice” (Botox)

64 MM&M x AUGUST 2013 x mmm-online.com Top far left: WEGO’s Jack Barrette, Mint Collective’s Marc Monseau and Evolution Road president & CEO Paul Ivans compare notes. Bottom far left: Pfizer’s Renee Brauen taking in the discussion. Left: CSL Behring’s Joyce Ercolino gives an entry her full concentration. Above, from left: Sam Welch of Publicis, Google’s David Blair, MM&M’s James Chase, Amgen’s Brian Heath and Pfizer’s Renee Brauen

Best Corporate Marketing Best TV Advertising Campaign n StoneArch and Minnesota Ovarian Cancer Alliance for “Tie it Teal” Campaign n Digitas Health and Shire for “Own It” (un- n Glyph Interface and GRHealth for “Spine branded) Best Multichannel Campaign Center Campaign” n Doner Advertising and OhioHealth for for Large Client Organizations n McCann Regan Campbell Ward and Daiichi “OhioHealth 2013 TVCampaign – Connec- Sankyo for “Daiichi Sankyo Corporate tivity” n Arnold NYC and Sanofi for “Lantus multi- Campaign” n Healthwork Powered by BBDO & CDMi and channel Campaign” n Saatchi & Saatchi Wellness and Ameri- Genentech for “Bigger Than” (Tamiflu) n Publicis Healthcare Communications can Heart Assosciation for “Go Red for n Merck & Co (with DDB) for “Shingles, The Group and Sanofi for “Auvi-Q Campaign - Women” Inside Story” (Zostavax) Launch and Beyond” n StoneArch and 3M Health Care for “3M n Saatchi & Saatchi Wellness and AstraZen- n Draftfcb - Chicago and Infection Prevention Sustainability eca for “‘Doctor Doing Your Job’ (DDYJ) TV (A Pharmaceutical Company of Johnson Leadership Video” Campaign” (Nexium) & Johnson) for “Stelara Psoriasis Warrior n The CementBloc and The Coore Founda- Integrated DTC Campaign” tion for “Girls Right Of Way: Print” Best Multichannel Campaign n CDMiConnect and Genentech for “Bigger for Small-to-Medium Client Than” (Tamiflu) Best Agency Self-Promotion Organizations n Wunderman World Health and Novartis n Draftfcb—NY for “We Doubled” - Agency Consumer Health for “Prevacid24HR n Cline Davis and Mann (CDM) and Salix Self-Promotion Video” Perks” Pharmaceuticals for “HE*s Back: the con- n Harrison & Star for “What Turns Specialist sequences of hepatic encephalopathy (HE) On?” recurrences” (unbranded) n ICC Lowe for “Fun/Kitchen” n Deutsch and Sunovion Pharmaceuticals n ICC Lowe for “Tangrams Campaign” for “Project Luna for a restful night’s sleep” n McCann Torre Lazur and McCann echo (Lunesta) Torre Lazur for “New Blood/Best Brains n GSW and Stryker for “Stryker GetAround- Campaign Recruitment Ads” Knee Campaign” n Hill Holliday and Harvard Pilgrim Health Care for “Count Us In”

66 MM&M x AUGUST 2013 x mmm-online.com