SMART Awards Categories
Admin,
3 Min
SMART Awards Categories
Admin,
3 Min
Record learning outcomes
Panel-voted categories (decided by the SMART judging panel)
You may enter into as many of the following categories as you wish and you may enter more than one initiative/product into the same category. The qualifying period of the Awards runs from January to December 2015.
Entries/initiatives can be magazine or hard copy-based, online, meetings, in-store supervised training, distance learning, videos, e-learning (among others) and utilise all available marketing and sales promotion channels.
Best Education & Training
This category is open to outcome-focused education and training initiatives in support of a branded medicine (OTC or POM), range or device that can be demonstrated to have:
• Identified and met specific learning needs
• Achieved measurable objectives in terms of reach, uptake and outcome measures
• Increased pharmacists’ and pharmacy teams’ understanding and product/category/therapeutic knowledge in quantifiable terms
• Increased sales and recommendation rates
• Improved the quality of customer and patient care. This category is open to established or new brand-specific educational programmes.
The judges will also be looking at (among other things):
- the quality of the programme
- the experience of the intended audience as partners in the learning process
- the clarity of the stated educational aims and learning outcomes
- the relevance and usefulness of the programme
- the appropriateness of the methods of assessment
- the delivery of the training across a range of platforms including paper-based, digital/web and face-to-face.
Best Brand Promotion
This category is open to established or new brand-specific promotional programmes (e.g. point-of-sale, detailing aids, sales force interaction, packaging, sampling, training and direct marketing activities) that can be demonstrated to have:
• Identified and met specific information needs
• Increased pharmacists’ and pharmacy teams’ understanding, awareness and product knowledge
• Established/re-enforced the product’s position in pharmacy
• Improved customer care, supported pharmacy and boosted sales.
Pharmacy Champion Award
This category is open to local or national initiatives and campaigns that have raised the profile of community pharmacy. These can come from pharmacies, manufacturers or professional leadership organisations, working on their own or in partnership, across a broad range of platforms. Where possible your entry should demonstrate:
• Improved public awareness of the role of pharmacy
• Improved awareness on the part of Government and NHS of pharmacy’s potential
• How pharmacy contributes to the health agenda
• Measurable recognition and impact scores
• Coverage in mainstream and local media
• Support for new clinical, professional and public health pharmacy services.
Best Product Launch
This category is looking to reward innovation in new product development in the period January-December 2015. It is open to a new OTC product or range that meets a clearly identified consumer/patient need and adds real value to the community pharmacy sector. In other words, did it add to pharmacy’s bottom line and make a positive contribution to the health of the public? The judges will be looking for reference in your entry to the use of:
• Pre- and post-launch research and marketing
• Consumer advertising
• Training
• Detailing
• PR
• Direct marketing
• Digital activity
• Packaging and POS.
The judges will also be looking at (among other things):
- whether the product was ‘beta tested’ prior to launch
- the role of training and case studies in the launch
- the positioning of the product – did it make sense?
- Were the sales teams primed?
- Was the messaging tested pre-launch?
Best Consumer Marketing (large budget)
The judging panel is looking for the best consumer marketing support on a large budget for a product, range or category (large budget defined as above £1.5 million). Show in your entry how use of any or all of the main marketing disciplines – product, price, place and promotion – contributed to sales of your product and back this with supporting evidence. Where possible it is important to demonstrate achievement against targets and, crucially, did the activity add directly to pharmacy’s bottom line?
Best Consumer Marketing (small budget)
The criteria are the same as for the Best Consumer Marketing Award above, but for budgets of less than £1.5 million.
Best Digital Initiative
This category is looking for examples of innovative, targeted digital activity (information, communications, product marketing or training-led) that is web and/or app-based and/or utilises social media platforms. The judges welcome entries targeting both consumers and pharmacy teams.
• Explain your strategy (why was digital the right platform to reach your intended audience?)
• What were your objectives and how did you measure successful outcomes against these objectives?
• How was your initiative delivered?
• Show how your digital initiative improved knowledge or changed behaviour.
Best Independent Community Pharmacy Healthcare Innovation
This award, aimed at independent pharmacists and their teams, is designed to acknowledge outstanding pharmacy practice, workforce engagement and positive patient/customer outcomes arising from a local healthcare initiative.
Reader-voted categories (voted for by readers of CIG titles)
Best Pharmacy Student & Pre-Reg Support
This award recognises the company/companies that provided student and pre-registration pharmacists with the best support in 2015 with education, tools or services to prepare them for their pre-registration year and beyond.
Best Support for Multiple Pharmacy
This award is voted for by the key buyers of CCA member companies. Manufacturers need to demonstrate a mutually beneficial trading relationship with the buyers of the main multiple pharmacy groups encompassing strategy, operational effectiveness, flexibility, responsiveness, professionalism and market knowledge.
Best Support for Independent Pharmacy
We are looking for the company that provides the highest level of support to independent pharmacy through sales force activity, help with merchandising and planograms, in-store training, educational seminars, POS, targeted promotions and other sales support.
Best Overall Brand
The SMART Awards is seeking the OTC product that, in the opinion of readers of Communications International Group titles, made the biggest impact in pharmacy during 2015. Show in your entry how you identified and met a clear consumer need and attracted customers into pharmacy through your marketing support. Did you drive sales of the product through pharmacy as opposed to other retail channels? Other factors to consider include training, packaging, POS, detail aids, promotional activity and sales representative support. This category is open to both new and established OTC brands.
Best Overall Company
In the premier award, readers of Communications International Group pharmacy titles will vote for the company that has demonstrated an outstanding commitment to the community pharmacy sector in every aspect of its trade support including new product development, brand revitalisation, training, marketing, sales, promotional and communications activity throughout 2015.
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