Launch Excellence

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(Includes activity from prior to launch to three years post-launch)

This category focuses on programmes supporting the introduction of new products or devices, major line extensions and significant new indications which bring new choices for patients. Launches may be local, regional, national, multi-national or global. Products previously introduced in other geographies are eligible for submission as relating to a new geography.

However, entries may be submitted to this category only once per geography for a given product, line extension or new indication. Detail should be given of pre-launch activities, wherever relevant.

The judges will be looking for:

  • First-class strategic thinking, taking customer insights to help define SMART objectives and drive the overall strategy
  • Robust implementation of the defined strategy, with the right objective measures to demonstrate success but also to allow for adaptation and change if needed.
  • Adaptation and learning as necessitated, where relevant

Products launched in the two-year period between July 2023 and June 2025 are 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