ENTRY FORM
Entry Criteria
1. Product(s) entered must belong to an ASMI member company. Non-Member agencies can enter
these awards; however, the product(s) involved must belong to a Member company for which ASMI
subscriptions are paid. You can check the latest ASMI membership list at:
http://www.asmi.com.au/about/ASMI-Members.aspx
2. Entry must be for a product currently sold and distributed in Australia (not export).
3. The product and program must be compliant with both the Therapeutic Goods Advertising Code
(TGAC) and the ASMI Code of Practice. All entries will be reviewed by ASMI prior to the judging
process and ASMI reserves the right to withhold an entry from the judging panel based on concerns
around code compliance. The product/program need not be subject to a complaint.
4. Whether a product or program is currently subject to a complaint (or appeal) through the
Complaints Resolution Panel (CRP) or through the ASMI Complaints Panel will be relevant in
assessing an entry against the judging criteria. In the event of any complaint in relation to a
product or program being upheld the judges have the right to revoke the award.
The campaign, to be eligible, must run up to 18 months (from 31 January 2016) prior to the date of
entry close (31 July 2017).
The product launch, to be eligible, must have shipped to retailers up to 18 months (from 31 January
2016) prior to the date of entry close (31 July 2017).
5. PLEASE NOTE: Please submit your campaign into only one of the categories. However you may
submit different campaigns from your brand/company into the same category or into different
categories. If in doubt, please call Filomena from ASMI on 02 9923 9417 before drafting your
entries.
6. ASMI as part of the screening process, or the judges at the time of judging, may decide to reclassify the application, if in their view either: the application is in the wrong category or the
application is a better example of another category. However, the judges would only re-classify the
application if it improved the application’s chances of winning.
7. If there is only a single entry into any of the categories for the Diamond awards, the single entrant
must have a minimum score of >70% and benchmarked against historical scores for that category
to qualify for the award
Contact Details
Company name:
Contact person:
Title:
Address:
Telephone:
Fax:
Email:
Campaign Details
Product/brand name:
Campaign title:
Award Category
Please submit your campaign into only one of the following categories. However you may submit
different campaigns from your brand/company into the same category or into different categories. If in
doubt, please call Filomena from ASMI on 02 9923 9417 before drafting your entries.
Best Launch of a Consumer Healthcare Product1
Best Marketing Campaign of a Consumer Healthcare Product – Large Budget (>$1,000,000)2
Best Marketing Campaign of a Consumer Healthcare Product – Small Budget (<$1,000,000)3
Best Professional Marketing Campaign4
1
Best Launch of a Consumer Healthcare Product
This category includes launches, switches (Rx to OTC; S3 to S2; S2 to unscheduled) and relaunches.
All entries for new product introductions/promotions or switches, to be eligible, must have shipped
to retailers (from 31 January 2016) prior to the date of entry close (31 July 2017).
2
Best Marketing Campaign of a Consumer+ Healthcare Product – Large Budget (>$1,000,000)
This category covers all forms of marketing campaigns for existing products with a budget of greater
than $1,000,000 run up to 18 (from 31 January 2016) prior to the date of entry close (31 July 2017)
3
Best Marketing Campaign of a Consumer+ Healthcare Product – Small Budget (<$1,000,000)
This category covers all forms of marketing campaigns for existing products with a budget of less than
$1,000,000 run up to 18 (from 31 January 2016) prior to the date of entry close (31 July 2017)
4
Best Professional Marketing Campaign
For many categories, the pharmacy professional* and HCP’s in general** plays a very
influential role in the consumer’s purchase decisions around health. Therefore, they are a
critical element of the healthcare marketing mix program. This category aims to acknowledge
best practice in professional marketing campaigns. Successful entries will demonstrate a
thorough understanding of the targeted profession, their drivers and effective engagement
strategies. Programs eligible for this category must run up to 18 months (from 31 January
2016) prior to the date of entry close (31 July 2017)
*Pharmacy professional includes pharmacists and pharmacy assistants
** HCP as defined in the TGAC
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Judging Criteria
The judging criteria are:
Judging Category
Campaign
Challenge
Objectives
Strategy
Execution
Health literacy
Focus
The Results
Description
What was the critical issues facing the brand at the
time of the campaign?
What did they set out to accomplish stemming from
the campaign challenge?
What was the strategy behind the campaign and how
was that linked to the challenge, insights and
objectives?
How was the strategy executed? Outline creative,
novel or innovative approaches.
How does the campaign help consumers make better
decisions about their health and promote overall
quality use of medicines?
vs. objectives including sales, market share, QUM
outcomes, market research results.
Score Weight
15%
5%
20%
20%
20%
20%
In assessing an entry against the above criteria, the judges will need to consider the ability of the
promotion to withstand public scrutiny and the impact of the promotion on the reputation of the industry,
on ASMI and on its Members. One factor in this consideration will be whether a complaint about the
product has been finalised or is pending or in progress. This should be declared (complaint status) in all
impacted submissions.
Submission Declaration
All materials submitted in support of this entry are a correct and true reflection of the campaign, can be
substantiated and meet the entry criteria listed on Page 1.
To the best of our knowledge, all advertising materials comply with the ASMI Code of Practice and, where
relevant, the Therapeutic Goods Advertising Code (TGAC).
Please complete one of the following:
At the time of submission there is no complaint about the product (whether pending, in progress or
finalised) for consideration by the Complaints Resolution Panel (CRP) or the ASMI Complaints
Panel. If a complaint is made about the product prior to the awards ceremony, we will contact
ASMI and, to the extent possible, discuss the details of the complaint.
At the time of submission the following complaint about the product has been, is or will be
considered by the Complaints Resolution Panel (CRP) or the ASMI Complaints Panel:
Name (please print):
Signature:
Date:
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Campaign Budget (Please tick one)
< $1,000,000
> $1,000,000
Media Type (Tick all that apply)
Print Media
Radio
Television
Internet
Event
Point of Sale
Direct to Consumer/Healthcare Professional
Other (Please Specify)
Campaign Duration
Start Date:
End Date (please indicate if ongoing):
Advertising Agency Name & Name of Account Lead/Team:
(Please indicate agency name if you also want them to receive a Diamond Award)
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1. Campaign Situation and Market Challenge (15% weighting)
Outline the significant challenges that faced the brand/company at the time of the campaign. This could
include the following



Internal Challenges: profitability drive, loss of global support, resources being moved away from a
brand, launch into a unknown market, product development issues
Market Challenges: general market conditions like reduction of disposable income due to
environmental factors, new competitor entries, number and type of competitor, entrenched nature
of consumer belief about a brand, etc
Product Challenges: Loss of Exclusivity, major brand crisis/issues management, loss of relevance to
consumers
Provide a brief Situational Analysis of your brand in the market listing the top 3-5 challenges that needed to
be addressed by the campaign in question.
2. Campaign Objectives (5% weighting)
The objectives from the campaign should fall directly out of the Category Challenge and need to be SMART
(Specific, Measurable, Achievable, Relevant, Time-bound). These should be used as the measure for any
Campaign Results outlined below.
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3. Strategy Development (20% Weighting)
Outline the insights discovered about the needs of your target consumers and then show how these
insights lead to the Campaign “Big Idea” and strategy that underpins your campaign.

There is no need to outline the processes used to discover the insights, nor the processes linking the
insights to the ideas generation, just an explanation of the insights, campaign “Big Idea” and the
strategy that eventuated.

4. Execution (20% Weighting)
How were the insights, ideas and strategy translated into execution? Describe how the success of the
campaign was based on the creativity and the excellence of the campaign’s execution:
o How well was the campaign integrated across healthcare professionals & consumers?
o How well was the campaign integrated across various elements of the marketing mix?
Please provide evidence of collateral materials and messages to support your entry.
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5. Health Literacy Focus (20% Weighting)
"Health Literacy Focus = The degree to which individuals have the capacity to obtain, process, and
understand basic health information and services needed to make appropriate health decisions"
Campaigns should demonstrate how they aided consumer’s overall quality use of medicines**, specifically:


Increasing understanding of the relative role of over-the-counter medicine therapy, as well
as natural and non-medicine therapies in treating illness and maintaining health;
Encouraging the appropriate choice of medicine and dosage regimen when they are
needed and providing people with the knowledge, skills and encouragement to use
medicines wisely and safely.
Please outline how your campaign supported these principles. e.g. packaging, consumer-focussed labelling,
education, consumer/healthcare professional information?
**ASMI supports the Quality Use of Medicines (QUM). Please consider the degree to which your entry promotes QUM. According to the Australian
National Medicines Policy: Australia has an established and well-accepted national policy on Quality Use of Medicines built around the following
principles:

Selecting management options wisely;

Choosing suitable medicines if a medicine is considered necessary; and

Using medicines safely and effectively
Talking to the principles of QUM through your entry will be highly regarded.
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6. Results & Achievements (20% Weighting)
What results can you report on with regards to sales performance, market share or consumer perception?
These should be closely aligned to Campaign Objectives.
Preferred Results:
 Hard data (eg. Sales and/or scan data, market share, distribution figures, market research
[quantitative], relevant media value measures for PR, etc.)
 Return on Investment (ROI) measures would also be extremely useful, especially in differentiating
between campaigns of similar magnitude.
Complete the table below:
Campaign Objectives
(must link to #2 in this entry form)
Additional results comments/ details:
Results
(Results must correspond to each campaign objective)
7. PDF Poster – Visual Summary of Your Award Entry to display
at Awards function
Please provide a single page poster summarising your entry which will be displayed on A1 poster boards at
the venue at the awards function. The poster is intended to summarise and showcase your entry to the
audience attending the event on a single page. FILE FORMAT (JPEG/TIFF/HI RES).
Poster should ideally cover:




The Challenge/Objectives
Strategy
Execution
Results/outcomes
All submissions require a single page poster PDF as part of your entry.
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Creative & Supporting Material
Please include with your entry some (soft copy) examples of the creative used during your campaign or
other materials to support your entry in a common format that is easily viewed on a PC. For large items,
such as shelf talkers or displays, please provide photographs or PowerPoint slides showing these items as
they appeared during the campaign – please DO NOT provide physical examples of these items.
Please also provide an A1 poster highlighting core elements of the campaign to be used at the Awards
function
Judging Panel
Awards entries will be judged by a Judging Panel made up of independent experts. The judges will sign a
confidentiality agreement given the commercially sensitive nature of the entries. A judge with a conflict of
interest will not participate in the assessment of the entry in relation to which the conflict exists. The ASMI
Secretariat will not be represented on the Judging Panel but will facilitate the judging process.
Judging Process
Decisions on award winners will be made based on an aggregating of a standard scoring system employed
by each Judge. Each judge will populate a scorecard (depicted below) for each submission and these will be
discussed and aggregated during a judging day facilitated by the ASMI Secretariat at the ASMI offices to be
held in the month of September 2017.
Winners of each category will be announced at the 2017 ASMI Diamond Awards on 19 October 2017 at the
International Convention Centre, Darling Harbour.
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Entries Close COB Tuesday 15 August 2017
Please return the completed Entry Form and any accompanying files on a USB Stick or CD/DVD ONLY
addressed to:
ASMI 2015 Sales & Marketing Awards Entry
Attn: David Low
ASMI
PO Box 764
North Sydney NSW 2059
Entries will NOT be accepted via email or printed hard copy. USB Sticks/DVDs/CDs can be returned to you
after in November 2017, if requested.
You will receive written confirmation of receipt of your entry via email. If you have not received this
confirmation by COB Monday 1 September 2017, please contact [email protected] or call 02 9923 9403
to ensure your entry has been received.
Queries regarding entries can be directed to [email protected] or 02 9923 9403.
BE SURE TO REGISTER FOR THE ASMI AWARDS 19 OCTOBER 2017.
More information at: www.asmi.com.au/events
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