The document provides an agenda and overview for a virtual workshop on building marketing capability for the consumer healthcare industry. The workshop covers various topics including setting marketing challenges and objectives, developing insights and strategies, health literacy, execution, and results. Templates and examples are provided for writing a challenge statement, objectives, insights, and evaluating strategies, execution, and results. The goal is to help participants develop strong marketing campaigns that can be entered into an awards program for the consumer healthcare industry.

1. SHINY DIAMONDS
Building Marketing Capability for the
Consumer Healthcare Industry
25th June and 1st July 2020

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SHINY DIAMONDS AGENDA
Time Topic Who Zoom
9:00 am Introductions, Agenda and Virtual Workshop Protocols David/ Mike Plenary
Poll
9:10 am Campaign Challenge – Tools to use and Judging Criteria
(Challenge Statement Tool) - breakout group exercise
Mike Plenary
Company breakout
9:30 am Objective Writing – SMART Objectives, Brand, marketing &
communications objectives and Judging Criteria
- Breakout exercise
Mike Plenary
Polls
Company breakout
9.55 am Strategy and Execution – What is a strategy? Articulating an insight.
Linking execution to strategy. What is the judging criteria?
- Discussion/ Questions
Mike Plenary
10:10 am Health Literacy – self care goals & judging criteria Brenda Plenary
10:15 am Execution & Results Mike Plenary
10:20 am Diamond Awards Entry Categories and Instructions David Plenary
10:25 am Q&A All
10.30 am Close CHPA

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Insight
Strategy
Execution
Challenge
Results
MARKETING CHALLENGE TO RESULTS CASCADE
A framework for making decisions about
how you’ll play the game to achieve your
objectives.
A deep understanding of the consumer’s or
customer that leads to a brand building,
commercial opportunity.
The plan and tactics you employ to that
leverage your insights to bring your strategy
to life and delivery your objectives
How did you perform relative to your SMART
objectives
SMART objectives that can be business,
marketing or marketing communications
specific
Objectives
A clearly defined challenge from the
business, brand or market place to be
addressed through marketing activities

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Outline the significant challenges that faced the
brand/company at the time of the campaign.
This could include the following
• Internal Challenges:
• Market Challenges:
• Product Challenges:
List the top 3-5 problems that needed to be
addressed by the campaign and why.
Recommendation:
Summarise the the problems into a Business
Challenge Statement
CAMPAIGN SITUATION AND MARKETING CHALLENGE (10% WEIGHTING)

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"We fail more often because we solve the
wrong problem, than because we get the
wrong solution to the right problem"
Russell L. Ackoff
WHAT PROBLEM ARE WE SOLVING?

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When setting your challenge think about
DEFINING THE MARKETING CHALLENGE
So that we:
What does success look like?
How will we measure it?
By when?
What will we have to do?
We must:
By: (Measure)
By: (Date)

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BRAND CHALLENGE EXAMPLE
So that Brand X becomes a Recognised Leader in the Treatment
of Progesterone Deficiency by Fertility Treatment Professionals
by creating an $x million brand
by 2020
we must create a strategy and activation plan that differentiates,
opens new indication pathways and builds the capability to
convert healthcare providers to recommend/ script our brand.

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Moving from a mind-set of incremental change to a mind-set of step change requires a shift in
beliefs, attitudes and behaviours.
Unless we think big, we will always act small.
THE CHALLENGE STATEMENT - PREPARE TO THINK BIG!
Assess success by total results
Accept that life has risks
Learn to embrace failure
Setting a clear and motivating challenge
is critical to success.

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Write a draft of your Challenge Statement for a Diamond Award Entry you may submit!
YOUR TURN TO TRY! - BREAKOUTS
So that we…
By… (Measure)
(Date)
We must…
You’ve got 10
minutes!

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Lack of clarity has a direct impact on the ability to score other sections
OBJECTIVES (10% WEIGHTING)

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WE NEED CLARITY ON THE OBJECTIVE TYPE
Business Objectives
Marketing
Objectives
Marcoms
Objectives
Objective
Cascade

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MARKETING COMMUNICATION OBJECTIVES
FLOW FROM BUT ARE NOT
THE SAME AS MARKETING OBJECTIVES.
COMMUNICATIONS CAN ONLY CREATE
“A CONDITION IN THE MIND”.
DEFINITION:
A FEELING, ATTITUDE, OR BELIEF LEADING TO THE
DESIRED BEHAVIOUR

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Category
Consideration
Brand
Awareness
Brand
Consideration
Brand Trial
Post Purchase
Experience
Purchase
Repurchase
Trigger
Loyalty
Loop
WHAT MEASURES CAN MARCOMS DIRECTLY IMPACT AT EACH
STAGE OF THE DECISION JOURNEY (CONSUMER, CUSTOMER OR H.C.P.)

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S.M.A.R.T. OBJECTIVE WRITING
Specific
Exactly what is
the desired
outcome and
why is it so
important?
Measurable
How will success
be quantified/
measured?
Attainable
Is the outcome
feasible and do I
have control/
influence over
it?
Relevant
Is the outcome
supportive of
the strategy/
objectives of
the
organisation?
Time-bound
What is the
timeframe within
which the
desired result
must be
achieved?

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1. Increase Market Share from 20% to 50% of scripted
business by 2020
2. Increase Scripts Written from x to y by 2020
3. Develop & launch new pack sizes & artwork by end
Calendar Year 2016
S.M.A.R.T. OBJECTIVE - EXAMPLES

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Write a draft of some SMART Objectives for a Diamond Award Entry you may submit!
YOUR TURN TO TRY! - BREAKOUTS
Objective
Specific
Is it single-minded, concise
and easily understood?
Y / N Y / N Y / N Y / N Y / N
Measurable
Is the measurement criteria
actionable?
Y / N Y / N Y / N Y / N Y / N
Attainable
Is it challenging yet
realistically achievable
Y / N Y / N Y / N Y / N Y / N
Results-oriented
Is it a realistic way to fill the
opportunity gap?
Y / N Y / N Y / N Y / N Y / N
Time Bound
Is the delivery timeframe
appropriate?
Y / N Y / N Y / N Y / N Y / N
10 minutes

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Key elements and rationale to consider:
• Key Insights (Consumer, HCP, Market Trends, Competitor) that were the
basis for the Strategy
• Broad marketing strategies that were employed to met the business
challenge and meet the SMART Objectives
o Branding – Positioning, Architecture, Naming
o Product Strategy – Product Design, Claims, Formulation, etc.
o Promotion/ Marketing Communications – Content, Customer Journey
Touchpoints, Cross-Promotion, Alliances, etc.
o Distribution/ Channels – role in reinforcing positioning and selling
environment, role of HCP’s
o Pricing – competitive positioning, promotional pricing
• The Campaign ‘BIG IDEA’ – What pulls the strategy together for execution?
STRATEGY CRITERIA (20% WEIGHTING)

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An insight for XPotential is defined as:
A deep, profound understanding of a consumers or customers
beliefs, attitudes or behaviours that leads to a brand building,
commercial opportunity

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Typically we develop priority insights structured in
the following way:
• Title (an internal title)
• Understanding: A statement of the area of
belief, behaviours or attitude
• Opportunity: the opportunity for the
brand/company..
• Supporting Evidence: some key points from the
research to support the insight
Title:
Now that we understand that :
There is an opportunity:
Supporting Evidence (at least 5 independent sources
of information
• xx
• xx
• xx
• xx
Here is a tool you could use for Customer or Consumer Insights

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Consumer Insight
Now that we understand that Parents are going
through the most challenging times at 6 months
There is an opportunity to be the partner to the Family
ensuring everyone gets the rest that they deserve
CONSUMER INSIGHT EXAMPLE (UK)

21. WHY - HEALTH LITERACY CRITERIA (20% WEIGHTING)?
Our industry’s vision:
When our work is done…
Consumers have the information and products to practice self-
care with confidence
• Non-prescription healthcare products rely on consumers
practicing responsible self-care
• Strong health literacy is fundamental to good self-care
• Only 40% of Australians have good health literacy
• Consumers are bombarded by information through many media
outlets and websites. Information is becoming increasingly
complex.
• Governments and HCP’s are engaging various strategies to
improve health literacy
• We have a role to play
o Package labelling
o Advertising
o Promotions

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Advertising can assist in health literacy by:
• Providing clear, focussed and useable information about health
and medicines
• Using evidence-based information, so that consumers are
provided with options that are likely to achieve optimal health
outcomes
• Providing information on health promoting behaviours,
including
o prevention and management of specific conditions,
o treatment options,
o understanding potential risks and benefits
• Showing how to maintain or improve health and wellness –
including lifestyle (eg. healthy diet and exercise)

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How were the insights, ideas and strategy translated into execution?
• How well was the campaign integrated across healthcare professionals
& consumers?
• How well was the campaign integrated across various elements of the
marketing mix?
Things to include in this section
• Examples of how the strategy was executed?
• Outline creative, novel or innovative approaches.
Please provide evidence of collateral materials and messages to support your entry.
EXECUTION CRITERIA (20% WEIGHTING)

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• Tie it back to the Campaign SMART OBJECTIVES
• Include hard data where possible e.g. Sales, scan data, distribution
figures, market research
• Return on Investment measures will be extremely advantageous,
especially if compared to other campaigns.
THE RESULTS (20% WEIGHTING)
Campaign Objectives Results
1. Volume market share gain of 50bps
from 16.5% to 17% within Total E&S –
Multis by the end of campaign period
(vs year ago)
2. With Shoppers aged 35 – 44 year
achieve a Penetration gain of 80bps
from 3.2% (MAT ‘17) to 4.0% (MAT ’18)
in the Total E&S – Multis
1. Achieved a volume market share gain
of 90bps from 16.5% to 17.4% within
Total E&S – Multis by the end of
campaign period (vs year ago)1
2. With Shoppers aged 35 – 44 year
achieved penetration gain of 450bps
from 3.2% (MAT ‘17) to 7.7% (MAT ’18)
in the Total E&S – Multis

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7 Award Categories
• Best Launch of a Consumer Healthcare Product
• Best Marketing Campaign of a Consumer+ Healthcare Product – Large
Budget (>$1m)
• Best Marketing Campaign of a Consumer+ Healthcare Product – Small
Budget (<$1m)
• Best Professional Marketing Campaign
• Best Digital/Social Media Campaign
• Best PR Campaign
• Best Data Strategy Award
DIAMOND AWARDS ENTRY CATEGORIES

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1. Entry must be for a product currently sold and distributed in Australia (not export).
2. The product and program must be compliant with both the Therapeutic Goods Advertising Code (TGAC)
and the CHP Australia Code of Practice.
3. You need to declare if a product or program is currently subject to a complaint (or appeal) through the
TGA.
4. You may submit different campaigns from your brand/company into the same category or into different
categories.
5. 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% or more
DIAMOND AWARDS ENTRY INSTRUCTIONS

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Important dates
Registration open: Now
Polishing your Diamonds Virtual Workshop: 2 July
Register your entry to the Diamond Awards: 15 July
Deadline for Awards Entries: 20 August
Event day: 12 November
What is New in 2020
• Online award entries (https://www.chpaustralia.com.au/News-and-Events/2020-CHP-Australia-Diamond-Awards)
• Entry fee
• Open to Non-Members
DIAMOND AWARDS ENTRY INSTRUCTIONS

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