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Who can enter?
The OTC Marketing Awards 2021 are open to all consumer healthcare companies, including retailers operating in the UK, and their agencies or associates. Entries are restricted to OTC brands – licensed non-prescription medicines, unlicensed food supplements, herbal and homoeopathic remedies, medical devices and other selected unlicensed healthcare products* – marketed in the UK.

Entries are open to launches, campaigns and packaging introductions/changes carried out between January and December 2020. Advertising and social media campaigns, public relations initiatives and training should involve at least some elements carried out between January and December 2020, although some activity may pre-date this period or extend into 2021.

For the six Principal Awards, there is no entry fee. OTC companies or OTC retailers should simply register and submit the name of the brand, company or team along with a 500 word synopsis of why they deserve to win. Register here.


PRINCIPAL AWARDS
Proposals are sought for six Principal OTC Marketing Awards 2020 which are free to enter.

  • OTC Company of the Year
  • OTC Brand of the Year
  • OTC Launch of the Year
  • OTC Brand Revitalisation of the Year
  • Best OTC Performer Outside Pharmacy
  • Best OTC Multiple Retailer of the Year

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ENTERED Awards

  • Most Innovative New OTC Product
  • Best Big Budget OTC Marketing Campaign
  • Best Niche OTC Marketing Campaign
  • Best OTC Out-of-Home Advertising
  • Best OTC Social Media Campaign
  • Best OTC Digital & Mobile Marketing Campaign
  • Best OTC Audio-Visual Advertising
  • Best OTC Public Relations Campaign for a Consumer Healthcare Product
  • Best OTC Packaging Design
  • Most Creative OTC Campaign
  • Best OTC Pharmacy Training & Learning
  • Best OTC Trade Advertising & Sales Support

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MOST INNOVATIVE NEW OTC PRODUCT

This Award is open to any OTC product – either a new brand or a line extension to an existing brand – launched during 2012. Judges will be looking for innovation in terms of active ingredients, switch of legal status, delivery format, packaging and/or market positioning. Samples must be submitted.
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BEST BIG BUDGET OTC MARKETING CAMPAIGN

This Award is designed for big-budget OTC brands which have been supported by a total marketing spend – both above-the-line and below-the-line – exceeding £0.5 million in a 12-month period starting or ending in 2020. Your entry can be for the umbrella OTC brand or for a product/sub-brand of the umbrella OTC brand. Please provide an overview of all the main marketing initiatives, such as advertising, public relations and training. Sponsorship campaigns should also be submitted in this category if the spend is eligible. Sponsorship may involve broadcast media, such as television and radio; sporting events; health-related initiatives; the arts; the environment, or community projects. The target audience can be consumers, retailers, and/or healthcare professionals.

Judges will be looking for creative excellence and effective use of a big budget in communicating an OTC brand’s essence, positioning and key sales messages to the target audience(s).

Please note: products/sub-brands of a big-budget umbrella OTC brand may not be entered individually for the Small Budget Award.
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BEST NICHE OTC MARKETING CAMPAIGN

This Award is designed for OTC brands which have been supported by a total marketing spend – both above-the-line and below-the-line – of up to and including £0.5 million in a 12-month period starting or ending in 2020. By OTC brand, we mean the overall umbrella OTC brand. Line extensions of umbrella OTC brands can only enter for this Award if the total marketing spend for the umbrella OTC brand falls within the definition of a small budget.

Please provide an overview of all the main marketing initiatives – advertising, public relations etc – for the brand. Sponsorship campaigns should also be submitted in this category if the spend is eligible. Sponsorship may involve broadcast media, such as television and radio; sporting events; health-related initiatives; the arts; the environment, or community projects. The target audience can be consumers, retailers, and/or healthcare professionals. Judges will be looking for creative excellence and effective use of a small budget in communicating an OTC brand’s essence, positioning and key sales messages to the target audience(s).  

Please note: Products/sub-brands of a big-budget umbrella OTC brand cannot be entered individually for this Award.
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BEST OTC OUT-OF-HOME ADVERTISING

This Award is open to any press or out-of-home advertising aimed at consumers, including magazine ‘advertorials’, point-of-sale initiatives, in-store television advertising, posters, street furniture advertising, radio commercials, and club-, community- and transport-based advertising for an OTC brand during 2020.   Judges will be looking for creative excellence and effectiveness in communicating an OTC brand’s essence, positioning and key sales messages to the target audience(s).
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BEST OTC SOCIAL MEDIA CAMPAIGN

This Award is open to any social media campaign aimed at consumers, patients or healthcare professionals run on social networks like Facebook, Twitter, LinkedIn or other social platforms – for an OTC brand during 2020. Judges will be looking for creative excellence and effectiveness in raising awareness, promoting the personality and encouraging sales of the OTC brand directly or indirectly to a target audience.
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BEST OTC DIGITAL OR MOBILE MARKETING CAMPAIGN

This Award is open to any digital or mobile campaign (excluding terrestrial and satellite television) aimed at consumers, patients or healthcare professionals – such as mobile device apps, websites, email marketing – for an OTC brand during 2020. Judges will be looking for creative excellence and effectiveness in raising awareness, promoting the personality and encouraging sales of the OTC brand directly or indirectly to a target audience.
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BEST OTC AUDIO-VISUAL ADVERTISING 

This Award is open to any television or video advertising campaign – excluding sponsorship and point-of-sale broadcasting – for an OTC brand running during 2020. This can include television commercials, videos created or social media, and YouTube channels and videos. Judges will be looking for creative excellence and effectiveness in communicating an OTC brand’s essence, positioning and key sales messages to the target audience(s).
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BEST OTC PUBLIC RELATIONS CAMPAIGN FOR A CONSUMER HEALTHCARE PRODUCT

This Award is open to any trade or consumer public relations campaign running during 2020 for an OTC product. Judges will be looking for evidence that the campaign’s objectives have been realised in terms of measurable results. Entries are invited for initiatives including trade-press launches, innovative pharmacist training and brand involvement, help-lines, disease awareness days, healthcare websites, consumer information packs, work with patient or healthcare professional groups, activities supporting sponsorship campaigns, newsletters or a myriad of other activities and techniques that can be used to promote the personality and use of an OTC brand indirectly to a target audience.
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BEST OTC PACKAGING DESIGN

This Award is for any OTC brand launched or repackaged during 2020. Judges will be looking for packaging that is not only informative and practical to use, but also gets noticed on the shelf and conveys the essence of the OTC brand. Judges will also be interested in the design of any patient information leaflet. Samples must be submitted. 
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MOST CREATIVE OTC CAMPAIGN

This Award is designed to celebrate creative and innovative OTC campaigns irrespective of media spend or channels used. Your entry can be for the umbrella OTC brand or for a product/sub-brand of the umbrella OTC brand. Please provide an overview of what makes your campaign unique and innovative including the marketing techniques used. Judges will be looking for a creative use of varying marketing strategies. Design and delivery will be at the forefront of this category. All the campaigns entered in this category must have been running during 2020.
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BEST OTC PHARMACY TRAINING & LEARNING

This Award is open to any pharmacy education, learning and/or training initiative running during 2020 for an OTC product, brand or portfolio of OTC brands. Education and training initiatives in a variety of formats – including training manuals, digital and/or online guides and seminars – are eligible to enter for this Award. The scale of training is unimportant: entries may range from a single seminar up to an extensive programme comprising many different elements. The target audience could be either pharmacists or their assistants or both. Judges will be particularly keen to see evidence that the training achieved its objectives.
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BEST OTC TRADE ADVERTISING & SALES SUPPORT

This Award is open to any trade and/or professional advertising campaign and/or support package for an OTC brand running during 2020. Advertising in any type of trade/professional media – online, magazines, newsletters or a combination of some or all of these – is eligible to enter. This Award is also open to sales packages – alone or in combination with trade and/or professional advertising – such as in-store promotions and point-of-sale materials. 
Judges will be looking for creative excellence and effectiveness in communicating an OTC brand’s essence, positioning and key sales messages to the target audience(s).
Salesforce teams should also enter this category. Demonstrate the use of in-store support given by sales teams including; face-to-face engagement, sales strategy support, trade planning, partnership agreements. Judges will be looking for creative excellence and effectiveness in communicating an OTC brand’s essence, positioning and key sales messages to the target audience(s).
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EACH CATEGORY REQUIRES THE FOLLOWING INFORMATION FOR YOUR ENTRY
:

• Description of the main elements of the Product (500 words maximum)
• Description of the main objectives of the campaign (500 words maximum)
• Description of any innovative features of the product (500 words maximum)
• Evidence that the campaign & product was effective (500 words maximum)
• Electronic sample materials 

 

 

 

OTC Marketing Awards 2021

For Sponsorship Opportunities contact:

Chris Keeling
Email: christopher.keeling@informa.com
Tel: +44 (0) 20 337 73183
Mobile: +44 (0) 7917 647 859


For all other enquiries:

Natalie Cornwell
Email: Natalie.cornwell@informa.com
Tel: +44 (0)20 7551 9727
Mobile: +44 (0) 7827 993 776