Excellence in Managing Mature Portfolios and Products

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This category recognises strategic and operational excellence in managing a brand launched over three years previously that is subject to fresh competitive, environmental or internal resourcing challenges resulting in continued growth and ensuring patients continue to benefit from its distinct advantages. 

Work may be local, regional, national, multi-national or global and can be before or after patent expiry.

Judges are looking for:

  • A clear understanding of the barriers or drivers to appropriate brand use
  • Clear strategic thinking to link new objectives, strategy and implementation
  • Real behaviour change among healthcare professionals/advocates and/or patients.

Work conducted in the two-year period from July 2023 to June 2025 will be eligible.

Below is where the judges will be focusing their scores. Write your entries accordingly.

 

Judging criteria

Executive Summary – 200 words (not scored)

If you are nominated for an award, PMGroup may publish extracts from this summary, so ensure that it contains no confidential or sensitive information. No other part of your entry will be reproduced and the main content of your entry will always remain confidential.

Context – 400 words (20 points)

  • Demonstrate how you gained deep and meaningful insights to prepare
  • Demonstrate how you set about to address the strategy and planning
  • Outline specific needs and aims

Objectives – 400 words (20 points)

  • Demonstrate how your objectives related to all stakeholders and reinforced each other
  • The rigour and ambition of your objective setting/shared objectives
  • Were your objectives SMART (specific, measurable, achievable, realistic and timely)

Approach – 400 words (20 points)

  • How the organisation’s approach to strategy development has changed to suit the work
  • Evidence of how you created or developed a step-wise approach to your project

Measures of Success – 400 words (20 points)

  • Demonstrate how metrics have been applied to measure outcomes, take further action and enable learning
  • Demonstrate how data captured is being leveraged and used to adapt strategy and tactics on an ongoing basis
  • Evidence of engagement and positive support statements
  • Evidence of changed perceptions and behaviours that will deliver improved health outcomes