Excellence in Engagement through Digital channels and New Technology

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This award recognises those digital promotional or educational campaigns delivered using new digital platforms, technology, software, wearables and devices. As well as digital communication channels both internally and with external stakeholders.

Entries must demonstrate a thorough understanding of the target audience’s channel preferences and design of

engagement journeys showing appropriate selection of digital channels, use of and sequencing of engaging content.

To win this award the highest standards of excellence need to be shown in:

  • Definition of the target audience(s) with each audience’s digital channel preferences clearly stated
  • Clear objectives relating to the desired attitudinal/knowledge and behavioural changes for each target audience
  • Planning of engagement journeys to deliver the objectives including the selection and integration of digital channels, timing and creative use of content
  • Use of content and messaging with consistency across the campaign, but also adapted to each promotional channel
  • Metrics used to evaluate the changes in attitudes/knowledge and behaviour as well as promotional channel effectiveness
  • Target audience and internal feedback on the campaign.
  • Evidence of the use of digital channels facilitating personalisation of the work.
  • As digital channels have become mainstream for both patients and HCPs in their normal daily lives, we are interested to see how submissions have harnessed expertise from other sectors eg consumer, financial services, travel etc, appropriately adapted to the healthcare context. Sophisticated mechanisms such as interactivity, social media and gamification, used appropriately, may also be valuable.

Entries should demonstrate:

  • First-class strategic thinking and exceptional implementation (in line with appropriate Codes of Practice)
  • Patient focus, showing benefits to target audience(s).

Judges will want you to put your digital campaign into context, at the outset, to clarify the rationale behind your strategy and tactics. They will also want to know how you intend to evolve the campaign in the future with a rationale.

Work conducted during the two-year period between July 2023 and 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
  • How and if AI was used to approach the work

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