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The Birth of the Health Effie Awards! Effectiveness in Healthcare Marketing

Posted Sep 27 2012 6:32am

In the marketing world, the Effie Awards are the gold standard. Unlike many awards competitions, they are not a beauty contest; rather, they recognize marketing effectiveness. So I was excited when they contacted me about a month ago to let me know about the launch of the new “Health Effie Awards.” The awards committee has now issue the official call for entries. The award categories reflect the challenges and opportunities in marketing communications for the swiftly evolving health business sector.

I rarely reprint press releases on my blog, but this announcement is so significant that I felt it would be appropriate to share the announcement in its entirety. I’ve included links that will take you directly to the Health Effies website. See below:

New York (August 29, 2012) – The Effie Awards, which have honored marketing effectiveness since 1968, announced today their call for entries for the newly launched North American Health Effie Awards. The Health Effies will be dedicated to the analysis and celebration of effective marketing communications in the arena of OTC and Rx healthcare products and services in North America.

“The forces of social media and patient empowerment have converged on the topic of health.  Healthcare isn’t just for professionals; it’s everyone’s business,” said  Robin Shapiro, Chief Creative Officer at CAHG, a TBWA\WorldHealth agency and member of the Health Effies Advisory Committee . “Measuring results has historically been tricky in healthcare, but decreased reliance on the sales force has welcomed new and innovative ideas. The best news is those ideas are infinitely measurable and who better than to judge the effectiveness of those ideas than the Effie Awards?”

The six categories under the Health Effies umbrella reflect the many aspects of one of the fastest growing marketing sectors in the world. Categories include:  Disease Awareness and Education, Healthcare Services, Healthcare-Rx-Consumer/DTC, Healthcare-Rx-Professional, Healthcare-Rx-Devices and Healthcare-OTC. More details on the categories and how to enter the Effie Awards can be found on www.effie.org .

The Health Effies will have dedicated juries comprised of industry executives who specialize in healthcare marketing communications from all disciplines (advertising, PR, cause, direct, digital, social, promotions, media, creative, etc.).  The first deadline will be October 25, 2012, with a second deadline on November 7 and a last chance deadline on November 14th (the latter two include late fees).  A price discount for the Health Effies (as well as the 2013 North American Effie Awards) will be offered for agencies that have not submitted work in the 2010, 2011 or 2012 competitions. The Effie Awards are also offering webinars for first time entrants or those who may need a refresher on what it takes to have a winning case.

“The Effie Awards honor marketing communications that work to change attitudes and behaviors. Healthcare marketers do this every day. We also measure everything we do,” said Rich Levy, EVP, Chief Creative Officer, Draftfcb Healthcare and a member of the Health Effies Advisory Committee. “Winning Effies will help our industry create more ‘out-of-the-box’ ideas, recruit better talent, and improve the overall level of the work.”

“Throughout Effie Worldwide’s 45 year history, we’ve set the standards for marketing effectiveness,” said Mary Lee Keane, President of Effie Worldwide. ” It’s time to celebrate and learn from an industry that is utilizing creativity and innovation to create a healthier world.”

Winners of the Health Effies will be announced and celebrated at the 2013 North American Effie Gala on May 22, 2013 in New York City.

Effie Worldwide
With an influential network of 40+ global partners, Effie Worldwide is responsible for the assessment, determination and celebration of effective marketing communications in every corner of the globe.  Effie Worldwide seeks out the learning to be had from the best marketing ideas that worked. The Effie network works with top organizations worldwide to bring its audience relevant insights into effective marketing strategy via recognition programs, case studies, conferences and training. The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand’s success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs. For more details, visit www.effie.org . Follow @effieawards on Twitter for updates on Effie information, programs and news.

The Effie Effectiveness Index identifies and ranks the marketing communications industry’s most effective agencies, advertisers, and brands by analyzing finalist and winner data from Effie Worldwide competitions.


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