Marketer of the Year

Entry Guidelines and Judging Criteria

OVERVIEW:
This category will test your marketing experience & allow you to demonstrate your skill in the core domain of an experienced pharmaceutical marketer – “Developing and executing brand strategy”.    Excellence in this category will require an understanding of the processes involved in developing a country specific brand strategy, and experience in building a tactical execution which delivers against that strategy. Candidates will be judged on three components;

1. Their ability to shape a strong strategy & derive a brand positioning appropriate to the environment
2. Their ability to leverage a tactical plan which will execute that brand strategy, and apply measures to maintain course
3. Their capability to tell a strong and coherent story in their final presentation.

SUITABILITY:
For experienced marketers (Typically over 4 years’ experience)
Brand Manager, Senior Brand Manager, Brand Lead, Marketing Manager

FORMAT:

• Finalists will be invited to take part in a category-specific case-study challenge developed by an independent expert panel.
• Finalists will be presented with the challenge on arrival at the finals day – and given a set period of time for preparation (usually 1 hour) – before delivering their response to a judging panel of senior marketing and industry leaders.

JUDGING CRITERIA:
Specific scoring criteria will be developed alongside each year’s unique case-study / challenge.  But all finalists should bear in mind the following points for this category:

• Comprehending and understanding the challenge:
  Finalists should demonstrate an understanding of the case study and the challenges faced
• Understanding of the sales and marketing process
  Demonstrate a robust sales and marketing process whilst presenting your outputs to the panel
• Planning
  Deliver a robust strategy & marketing plan, with clear objectives, timings and measures
• Draw appropriate conclusions
  Effectively draw conclusions from a balance of fact and reasonable assumptions
• Customers
  Identify target customers and present a rationale for targeting this/these segment/s
• Patient flow
  Demonstrate your ability to identify and stratify patient flow, taking into account patient numbers and any other specifics of the case study
• Financial
  Consider the financial implications for your recommendations
• Vision
  Provide a long term vision of how to manage the issues raised in the case study