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User Manual: LGS100

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Following two exhaustive rounds of scoring by 100 or so inde-

pendent industry judges, the results are in for the MM&M

Awards 2014. The nalists for each category are revealed on

the following pages—but you’ll have to wait for the spectacular

dinner and ceremony at Cipriani 42nd Street on October 2 to nd

out who will take home the gold and silver awards.

The MM&M Awards are judged with the utmost independence

and authority, using an esteemed panel of leaders and thinkers rep-

resenting a wide variety of disciplines and backgrounds within the

healthcare marketing community. This year, we again incorporated

a preliminary round of online reviews into the judging process. We

also expanded the size of the panel to increase the number of judges

reviewing each submission, allow more exibility in matching judges’

expertise with category disciplines, and enable an extended review

of the leading contenders in the nal round.

Make no mistake. Judging the MM&M Awards is a serious busi-

ness. It’s not enough for a submission simply to look good—it must

also be effective. That’s why, in addition to seasoned creatives, we

recruited more than 30 marketing and branding execs from the

pharma industry to extend the authority and credibility of the judging

process. We would like to

thank all of our judges

for their efforts.

Not even the judges

will know who the win-

ners are until they are

called to the stage; the

elation of claiming gold in front of hundreds of peers is second to none.

Not to mention the following celebration. We hope to see you there.

For further information about the MM&M Awards, including dinner

tickets, sponsorship opportunities, key dates and past winners, please

visit our dedicated Awards website at awards.mmm-online.com.

More than 100 esteemed industry 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 2014 finalists

44 MM&M x AUGUST 2014 x mmm-online.com

ALL PHOTOS: DAN D’ERRICO

THE FINAL

CUT

mmm-online.com x AUGUST 2014 x MM&M 45

Best Healthcare Consumer

Media Brand

n Digitas Health LifeBrands and EMD Serono, Inc.

and Pfizer Inc for MS Lifeline Magazine

n HealthiNation

n Maricich Healthcare Communication and L.A.

Care Health Plan for L.A. Care Covered

n Remedy Health Media for Berkeley Wellness

n Smart & Strong for POZ

Best Healthcare Professional

Media Brand

n Everyday Health for MedPage Today

n HMP Communications for Consultant - Primary

Care Journal

n M3 USA CORPORATION for The Smartest Doc

from MDLinx

n WebMD and Medscape for Medscape, enabling

healthcare professionals to stay up-to-date on the

latest medical news and expert perspectives

Best Use of Direct Marketing

n Digitas Health LifeBrands and Rebif® (interferon

beta-1a) by EMD Serono, Inc. and Pfizer Inc for

Rebif Information Kit

n Dudnyk and Nicox for Drying Sunflowers (Sjog-

rens Disease State)

n Heartbeat West and Sientra for Feel So Good

n Maricich Healthcare Communication and L.A.

Care Health Plan for L.A. Care Covered

n The Response Shop, Inc. and Humana for Humana

Medicare SEP DRTV

Best Use of Public Relations

n FleishmanHillard and AbbVie for Uncover Your

Confidence: AbbVie & Stacy London Empower

People Living With Psoriasis

n Hill+Knowlton and Aflac for Educating Americans

about Consumer-Driven Healthcare

n Makovsky and Duchesnay USA for Introducing

Diclegis: Overcoming an Unfortunate Legacy to

Begin a New Dawn for Morning Sickness

n PadillaCRT and Children’s Hospital of Richmond

at VCU (CHoR) for 12 Days of Cheer for Children

Sparks Locally, Spreads Nationally

n Ruder Finn, Inc. and Novartis Vaccines for Protect-

ing Our Tomorrows: Portraits of Meningococcal

Disease

Best Branded Website

for Consumers

n FCB Health and Novartis Pharmaceuticals for HEY

MS, Take This!

n GSW and Biogen Idec. for Tecfidera Website

n Havas Lynx and Actavis for Rapaflo.com

n Intouch Solutions and Given Imaging, Ltd. for

PillCamCrohns.com

n LDR Spine and LDR for Cervicaldisc.com

Best Branded Website

for Healthcare Professionals

n Boston Scientific for Redesign of bostonscientific.

com

n Intouch Solutions and Alkermes for VIVITROL.

com/hcp

n The Navicor Group, LLC and NanoString Technolo-

gies for Prosigna.com Website

n Publicis Life Brands Medicus and Chattem—a

Sanofi company for Nasacort Allergy 24HR

n Sentrix Health Communications and Boehringer

Ingelheim for COMBIVENT Respimat HCP Website

Best Disease/Education Website

n Borsho and Pauline Coderre Lilly USA, LLC for

Lilly For Better Health

n Digitas Health LifeBrands and Gilead Sciences for

HIV Answers Program and Awareness Campaign

n Digitas Health LifeBrands and Pfizer Oncology for

Lung Cancer Profiles “United We Test”

n CDMiConnect and Genentech for Genentech

Rheumatoid Arthritis Franchise Website – Rheu-

matoidArthritis.com

n CDMiConnect and Genentech for “Act FAST”

Unbranded Stroke Awareness Campaign from

Genentech

Top far left: PulseCX’s Jay Bolling,

Artcraft’s Marc Sirockman and EMD

Serono’s Andrea Ashford pore over a sales

aid. Bottom far left: Judges consider a

digital entry. Left: Remedy Health Media’s

Jim Curtis assesses multimedia material.

Above: Founder, Cretegic, Jessica

Seilheimer studies a submission

Finalists

Best Use of Social Media

n FCB Health and Novartis Pharmaceuticals/GILE-

NYA for HEY MS, Take This!

n Heartbeat Ideas and Corcept Therapeutics for

Cushing’s Connection

n PadillaCRT and Children’s Hospital of Richmond at

VCU (CHoR) for CHoR’s ‘Roar’ Heard Nationwide

n W2O Group and Genomic Health, Inc. for Ask for

Answers

n Wunderman and Novartis for “Who Deserves

Excedrin The Most?”

Best Medical Digital Initiative for

Consumers

n CDMiConnect and Genentech for Genentech

Rheumatoid Arthritis Franchise Website – Rheu-

matoidArthritis.com

n FCB Health and Novartis Pharmaceuticals/GILE-

NYA for HEY MS, Take This!

n Heartbeat Ideas and Corcept Therapeutics for

Cushing’s Connection

n Intouch Solutions and Sanofi for KidneyAPPetite™

- Providing Value Beyond the Pill

n Langland for Aiir

Best Health & Wellness Digital

Initiative for Consumers

n CDM New York and Novartis for Podhaler Pro

n Chandler Chicco Agency and Novartis Pharma-

ceuticals Corporation for CFurther: Planning for

College and Beyond Webcast

n FCB Health and Novartis Pharmaceuticals/GILE-

NYA for HEY MS, Take This!

n Kaiser Permanente and Thomas Rigler, Rigler

Creative for Every Body Walk!

n Razorfish Healthware and Videum Health Inc. for

Videum.com | Health in Any Language

Best Digital Initiative for

Healthcare Professionals

n Area 23 and BI/Lilly for Glucose Perspectives

n CDM New York and Quest Diagnostics for Quest

AssureD

n Havas Lynx and Eisai for Belviqhcp.com - Making

Weight Loss Matter

n ICC Lowe and Orexo for Zubsolv-iDetail Aid

n JUICE Pharma Worldwide and Merck & Co. for

Merck Adult Vaccination Program

Best App for Healthcare

Professionals

n AbelsonTaylor and AbbVie for Kaletra Patient

Journey App

n Epocrates, an athenahealth service, for Epocrates

Bugs + Drugs

n Harrison and Star and Genentech for Genentech

Oncology Pipeline App for iPad

n Infuse Media Group and Medtronic for Medtronic

CATALYST Procedural Simulation Library

n Liberate Ideas, Inc. for Liberate Health

Best Consumer Print Campaign

n AbelsonTaylor and Allergan for Aczone “Mirror

Images” Campaign

n CDMiConnect and Quest Diagnostics for Quest

Diagnostics “Faces of Celiac” Newspaper Ad

n CDMiConnect and Genentech for “Act FAST”

Unbranded Stroke Awareness Campaign from

Genentech

n H4B Chelsea and Alcon for Bedtime Stories

n Ogilvy CommonHealth Worldwide and Bayer

HealthCare for Betaseron “I Don’t MS Around”

Best Single Professional Print

Advertisement

n Area 23 and AbbVie for Master of Elusion

n Area 23 and BI/Lilly for Going Nowhere

n Dudnyk and Nicox for Drying Sunflowers (Sjog-

rens Disease State)

n ICC Lowe and Celldex Therapeutics for Celldex-

Hidden Danger

n The Navicor Group, LLC and OncoGenex Phar-

maceuticals, Inc. for OncoGenex Have You Met

Resistance? ASCO Ad

Best Professional Print Campaign

n Area 23 and BD for Real Dierence

n Calcium and Lundbeck for Xenazine® (tetrabena-

zine)

n GSW and Amgen for The Eye of the Storm in

Psoriasis

n GSW and Salix for Relistor Print Campaign

n H4B Chelsea and Pfizer for Too Big to Handle

Top far left: Publishing mavens Alan

Imho and Barbara Pritchard peruse

some print pieces. Bottom far left:

Jay Bolling and Marc Sirockman. Left:

Jennifer Rinaldo of Forest Labs focuses on

a campaign. Above: JUICE Pharma’s Alec

Pollak and Novartis’s Stephen Calabrese

score digital work

46 MM&M x AUGUST 2014 x mmm-online.com

Finalists

Best Professional Sales Aid

n Area 23 and AbbVie for Master of Elusion Disease

State Awarness iDetail

n Artcraft Health for Diabetes Print on Demand

Patient Education Program

n The CementBloc and Ranbaxy for Kenalog Print

Sales Aid

n Centron and Shionogi for Osphena Sales Aid

n Lawrence & Company and Smith & Nephew

Biotherapeutics for REGRANEX® Gel ‘Energize the

Healing’ Sales Aid

Best Corporate Marketing

Campaign

n The CementBloc and Celgene: Marketing—

Michael Amoroso, Michael Parry for “Consider

Yourself Warned” Pancreatic Cancer Awareness

Campaign

n ConMed for 50 Year Anniversary Campaign

n GSW for JDRF: Type None Campaign

n Langland and Idis for Idis MAPs

n República for Boehringer Ingelheim & Sabado

Gigante Collaboration

Best Philanthropic Campaign

n Anderson DDB Health & Lifestyle and FASWORLD

for Baby Bump

n CDM New York and American Heart Association

for AHA Heart Ball

n CDMiConnect and Brooklyn Free Clinic for The

Brooklyn Free Clinic (BFC) “Women’s Night”

Campaign

n GSW for Type None: Campaign for a World without

Type One Diabetes

n Saatchi & Saatchi Wellness and Crossroads Com-

munity for Crossroads Community Street Fare

Best Multicultural Campaign

n 2e Creative and Siemens Healthcare for Siemens

Breast Cancer Density/Destiny Campaign

n Biosector 2 and Novo Nordisk for Ask.Screen.

Know. Multicultural Diabetes Awareness Cam-

paign

n Boehringer Ingelheim Pharmaceuticals, Inc. and

Lisa Valtierra, Assoc. Dir. Cross Cultural Marketing

for Boehringer Ingelheim & Sabado Gigante Col-

laboration

n GCI Health and Merck for Cuida Tu Diabetes, Cuida

Tu Corazón

n XL Alliance and Valeant Pharmaceuticals Interna-

tional, Inc. for Besito: How a Little Kiss Rekindled

the Love for Caladryl Among Latina Moms in the

US

Best Agency Self-Promotion

n Fingerpaint for Fingerpaint Self-Promotion

n GSW for Speak People Campaign

n Klick Health for Katalyst

n McCann Managed Markets and Bob Woodru

Foundation for Helping Heroes on the Homefront:

Bob Woodru Foundation

n Vogel Farina for Vogel Farina Self-Promotion

Best TV Advertising Campaign

n AbelsonTaylor and Allergan for Aczone ‘Mirror

Images’ Campaign

n CDMiConnect and Quest Diagnostics for Quest

Diagnostics “Faces of Celiac” :30 TV

n H4B Chelsea and Alcon for Bedtime Stories

n PulseCX and Astellas for Astellas Myrbetriq TV

n Saatchi & Saatchi Wellness and AbbVie (Humira)

for Inside The Circle

Best Multichannel Campaign

(Small Clients)

n FCB Health and Daiichi Sankyo, Inc. for Question

AFib

n Grey Healthcare Group and Think About Your Eyes

for Think About Your Eyes Campaign

n Klick Health and Lundbeck for LGS Together

Integrated Multichannel Campaign

n Langland and Idis for Idis MAPs

n Paragraphs and SAGENT Pharmaceuticals for

SAGENT’s PreventIV Measures Packaging and

Labeling

Top far left: ICC Lowe Creative Director

Chet Moss scrutinizes a campaign.

Bottom far left: A TV ad gets a critique

from the judges. Left: RTC Wunderman’s

Je Ross is all smiles. Above: Medtronic’s

Susan Baranowski records her comments

48 MM&M x AUGUST 2014 x mmm-online.com

Finalists

Best Multichannel Campaign

(Mid-Size Organizations)

n CDM Princeton and MedImmune for Synagis

“Cradle With Care” Program

n CDMiConnect and Quest Diagnostics for Quest

Diagnostics “Faces of Celiac” Campaign

n Havas Lynx and Eisai for Belviq® Bundle Campaign

n Mylan Specialty and Mylan Inc. for EpiPen: “Life

Happens. Be Prepared.”

n Zeno Group and Merck Vaccines for Lifetime of

Vaccines

Best Multichannel Campaign

(Large Organizations)

n Area 23 and AbbVie for Master of Elusion

n CDMiConnect and Genentech for “Act FAST”

Unbranded Stroke Awareness Campaign from

Genentech

n FCB Health and Novartis Pharmaceuticals/GILE-

NYA for HEY MS, Take This!

n Havas Worldwide and GSK for Asthma.com

n Publicis Kaplan Thaler and AbbVie for “The culprit

behind your back pain may not be what you think”

Integrated Campaign

Industry Marketer of the Year

n Aaron Deves, Senior Director of Neuroscience

Marketing, Otsuka America Pharmaceutical, Inc.

n Nancy Gillen, Vice President, Marketing, Toshiba

America Medical Systems, Inc.

n Robert Greif, Vice President, Commercial Opera-

tions, rEVO Biologics, Inc.

n Jon Huber, Vice President, Global Marketing, Given

Imaging

n Adelle Walker, Sr. Director, Medical Dermatology

Marketing, Allergan Pharmaceuticals

Agency Marketer of the Year

n Wendy Blackburn, Executive Vice President,

Intouch Solutions

n Didi Discar, Principal, Carling Communications,

Inc

n Matt McNally, President, Publicis Health Media

n Leerom Segal, CEO, Klick Health

n Susan Stein, MPH, President & CEO, Connexion

Healthcare

Innovative Marketer of the Year

n Jay Appel, Director, HCP Multi-Channel Marketing,

Commerical Centers of Excellence, Amgen

n Faruk Capan, CEO, Intouch Solutions

n Greg Foster, Co-founder, CEO and Chairman of the

Board of Directors, BrightWhistle

n Jeanne Martel, General Manager, ClinicalMind

n Michael Zuna, CMO, Aflac

Young Marketer of the Year

n Ronnie Abel, Account Executive, Evoke Health

n David BenBassett, Experience Strategist, RTC

n Allyson Mariani, Media Planner, Publicis Health

Media

n Hattie Stearns, Art Director, Intouch Solutions

Small Healthcare Agency

of the Year

n ClinicalMind

n Dudnyk

n Havas Lynx

n ICC Lowe Trio

n Solstice HealthCommunication

Mid-Size Healthcare Agency

of the Year

n Area 23

n CAHG

n The CementBloc

n Flashpoint Medica

n McCann Echo Torre Lazur

Large Healthcare Agency

of the Year

n FCB Health

n GSW

n ICC Lowe

n Intouch Solutions

n Ogilvy CommonHealth Worldwide

Top far left: John Hosier, executive

director, commercial operations, Eisai,

looks over a direct-marketing piece.

Bottom far left: AstraZeneca’s John Fish,

Mint Collective’s Marc Monseau and J&J’s

Craig Rothenberg like what they see. Left:

Teri Young of Bristol-Myers Squibb makes

her point. Above: Remedy’s Curtis and

Novartis’s Henry Anderson note scores

50 MM&M x AUGUST 2014 x mmm-online.com

Finalists