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Still wondering if journal advertising works? Here's the only opinion that really matters.
In the only journal advertising awards program of its kind, The Doctors' Choice Ad Study reveals what a truly effective pharmaceutical advertisement looks like--from the physician's perspective. Then, it conclusively draws the connecting line between effective advertising and ROI.
Established by AMM in 2003 to determine the effectiveness of journal ads from the doctor's point of view, The Doctors' Choice Ad Study shows us those pharmaceutical product advertisements that are most useful--and why. Year after year, those ads that physicians found most useful also achieved an increase in new Rx marketshare. Here's your chance to find out why.
Join the AMM on Thursday, October 20, 2011 at the Ney Center in NYC as we reveal the results of the 2011 Doctors' Choice Ad Study, celebrate and honor those who came out on time, and, more importantly, learn what made the best ads the best ads for:
- Prompting doctors to seek more information or re-examine current treatments Helping doctors make clinical decisions
- Adding to information they've received from product representatives
- Immediate appeal to garner interest
- Communicating clearly and quickly
- Reminding doctors about the value of the prescribed product
- And finally, get important data demonstrating ROI--showing the connection between effective journal advertisements and increases in new Rx.
Pre-registration now closed. On-site registration only.
Click here for more information
The 2010 Doctors' Choice Awards
View the Final Program Here, Featuring the Nominated Ads
THE WINNERS!
Click to view the list of medical journal ads scored the highest by over 4,600 MDs
PHOTOS!
2010 DOCTORS' CHOICE FINALISTS
(Click to view the press release.)
 Master of Ceremonies:
Vince Parry, President, Y Brand
Chief Branding Officer, inVentiv Communications
(More about Vince Parry...)
For questions please contact BreAnne Clark, Meeting Coordinator:
856-380-6814 or bclark@ammonline.org
 About Vince Parry, Master of Ceremonies for the 2010 Doctors' Choice Awards:
Vince Parry is responsible for developing and leading inVentiv Communications’ branding and brand planning capabilities. He is the founder and leader of Y Brand, inVentiv’s branding group. Vince has conducted branding initiatives for clients such as: J&J, Merck, Allergan, Biogen Idec, Genentech, Bayer, Lilly, Roche and TAP, among many others since he joined the company in 2001. He recently was named one of the top 100 most inspiring people in the life sciences industry by PharmaVoice.
Vince previously served at Young and Rubicam as Executive Vice President/Chief Creative Officer of Sudler & Hennessey for 13 years.
Parry has appeared on NBC Nightly News with Brian Williams and BBC radio, and is a frequent contributor to Medical Marketing and Media, PharmaVoice, Pharmaceutical Executive, and MedAdNews. He has an MA from Indiana University.
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The Doctors' Choice Awards program was established by AMM in 2003 to determine the effectiveness of journal ads for pharmaceutical products. Every year physicians are polled by Readex Research, an independent firm, to determine which ads prompted their positive response. Invitations in AMM member medical publications and an email campaign direct physicians to a designated Web site to view the ads.
Read more about the Doctors' Choice Awards...
Doctors' Choice 2008:
View text of keynote address by Jay Carter
Senior Vice President, Director of Client Services, AbelsonTaylor
Press Release: Jay Carter Tells Pharmaceutical Marketers They Play "Privileged" Role in Healthcare - View PDF
Press Release:
Pfizer's Chantix Wins The Doctors' Choice Award
As Highest Scoring General Practice Advertisement
No other creative awards program in the pharmaceutical field goes to the prescribing audience to measure the effectiveness of products' promotional messages since they rely upon juried awards decided by advertising professionals. The Doctors' Choice Awards are unique in the number of ads evaluated, the size of the audience approached, and the response level obtained. In fact, the awards are seen as breaking new ground in audience feedback research on advertisements.
The number of physicians taking part in the research is indicative of the key place journal advertising plays in the pharmaceutical promotional mix. Additionally, the company/advertising agency product teams on ads qualifying in the top places in disease and unit size categories can have confidence that their copy and graphics are a success with physicians. Physician response to The Doctors’ Choice research confirms the effectiveness of journal advertising and winning ads can be recognized as successful based on positive reactions by MDs to their sales messages and an increase in marketshare.
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