Each year, Med Ad News honors the best, coolest, and most creative work in pharmaceutical advertising in the form of the Manny Awards. This year’s gala was held on Thursday, April 24, where 17 awards were bestowed upon individuals and agencies across the healthcare advertising industry. Of the 600 or so attendees at the Pier 60 event, a team of 8 from the JUICE Vaccines Team, along with 2 of our clients, got dolled up and joined the fun.
Content Marketing? In PHARMA!?!
Heading into the evening, the Vaccines Team was a finalist in the Vision Award category. The Vision Award recognizes the idea, concept, or initiative launched in the previous year that best exemplifies the healthcare communications agency of the future. This particular category rewards transformative thinking—the kind of thinking that has the potential to change the way agencies and clients approach healthcare communications and advertising.
For the Merck Adult Vaccination Program (MAVP), JUICE employed a content marketing strategy, creating an online center of excellence for adult vaccination in the pharmacy. With regularly updated articles, posts, and video content, this unbranded work fills a large unmet need for pharmacists—a customer base growing in importance as they expand their access to patients in the current Affordable Care Act environment.
Strong Field, Strong Work, Strong Showing
MAVP has gotten plenty of press lately, and was a centerpiece for a recent MM&M Skill Sets Live. It is showing real success with its target audience, and we look forward to its continued evolution. We could not have executed any of this, or even conceived of it, without Pete Woodrow and Lisa Sherwood, the collaborative clients who trusted us to help move MAVP in its exciting new direction and who joined us at the Manny Awards in hopes of a big win.
In the end, in spite of going home without the highly prized Vision trophy, the evening was still a success. We admired lots of strong work in the industry, caught up with old friends, and celebrated our part in moving pharma advertising a few more steps forward.
Be sure to check out this year’s Manny finalists and winners for some pharma inspiration.