Award Categories and Judging Criteria
NEW! Best Digital Staff Recruitment and Retention*
Focus is on the successful deployment of strategic communications and technology to support healthcare organizations employer branding, recruitment, staff engagement and retention efforts.
NEW! Best Search Engine Marketing Campaign*
Focus is on impactful campaigns. Campaigns elements, including ads, landing pages, and strategy in support of business objectives will be evaluated. Winning entries will be expected to share goals and results.
NEW! Best Digital Front Door*
As consumer and patient needs evolve at an unprecedented pace, it is vital for hospital, health system and medical group marketers to use digital tools to transform care experiences by developing digital front doors that keep up with consumer expectations. This special category evaluates how effectively organizations combines various tools and tactics into a comprehensive strategy to acquire new patients, and deliver excellent experiences.
Best Infectious Disease Communications
Since the COVID-19 pandemic the work of communications, marketing, and technology teams has never been more critical, helping healthcare organizations save lives and protect communities all around the country. This special category evaluates the best digital communications efforts aimed at fighting COVID-19, influenza, the common cold, and other infectious diseases. All formats of digital and integrated campaigns can be submitted. Entries can also be submitted in any other categories that are appropriate for the specific entry.
Best Use of Artificial Intelligence in Healthcare Marketing*
Focus is on the successful application of Artificial Intelligence (AI) and Machine Learning (ML) to achieve marketing goals, including customer acquisition and retention, online content personalization, digital experience, understanding user intent, social listening, physician search, online reputation management, call center optimization, and others. Data-driven approaches, as well as generative AI, like ChatGPT, are all eligible for entry in this category.
Best Digital Physician Engagement*
Focus is on the successful deployment of strategic communications and technology to bolster relationships between physicians and healthcare organizations.
Best Email Content — Individual Email
Focus is on the best healthcare content delivered as an email. How extensive, balanced, up-to-date, well-organized, and authoritative is the information presented? How effectively do design, content, and delivery facilitate the goals of the audience and the healthcare organization for this content.
Best Email Content — Email Series
Focus is on the best healthcare content delivered as an email series. This includes email newsletters, and other types of multi-part campaigns. How extensive, balanced, up-to-date, well-organized, and authoritative is the information presented? How effectively do design, content, and delivery facilitate the goals of the audience and the healthcare organization for this content.
Best Short Video Content
Category includes video under 2 minutes in length. Video deployed as TV advertisements, web video, TikTok, Reels, YouTube or on any other platform can be entered.
Best Long Video Content
Category includes longer form video content (2 minutes or longer).
Best Digital Leadership in Health Equity, Diversity, and Inclusion*
This category recognizes the importance of eliminating systemic barriers and biases around race, gender, sexual orientation, religion, age, or disability that negatively impact health outcomes. Show the ways your organization is leading in these efforts from a digital perspective. Examples may include a special microsite or a dedicated section of your website; a content hub that is relevant to diverse audience members; focus on digital accessibility; a targeted digital campaign or other communications.
Best Landing Page or Microsite
This category focuses on a critical element of any digital campaign. Landing page or microsite may promote a service line, product, rebranding, special event, internal communications effort, or other marketing goal. Evaluations based on implementation of marketing content, design, creative, clarity and ease of path to conversion, and results if available.
Best Internet Home Page
Only the home page will be judged. Do the design and navigation facilitate access to key site information? Does it provide strong branding and excellent usability?
Best Mobile App
This category is for individual apps on iOS, Android, or other platforms. Usability, branding, clarity of purpose, and consumer ratings are all taken into account.
Best Mobile Website
While all sites should be perform well on mobile, this category looks at the site entered exclusively from a mobile perspective. Usability, design, branding, quality of content will all be evaluated. Web apps intended for mobile use, and anything delivered via a mobile browser should be entered here.
Best Overall Internet Site
Factors considered include delivery of strong healthcare content, interactivity, medical care support, integration with the organization’s operations, as well as strength of web design, ease of navigation, and digital accessibility.
Best Site Design
Is the web design unusual, attractive, and engaging? Does the design facilitate access to key site information? Does it provide strong branding and excellent usability?
Best Social Media
Focus is on patient/consumer engagement through social media including Instagram, Facebook, Twitter, YouTube, Pinterest, LinkedIn, blogs, chats, live video, and other social networking channels.
Best Rich Media
Category includes video, audio, animations, virtual tours, and multimedia.
Focus is on interactive features and technologies that engage patients and establish ongoing relationships via personalized web pages, e-newsletters, and email alerts. Includes functionality such as online health risk assessments, and AI-driven interactive features such as chatbots.
Best Healthcare Content
How extensive, balanced, up-to-date, well-organized, and credible is the information presented? Includes individual wellness and community health initiatives.
Best Healthcare Podcast
Focus is on the organization's use of this unique content channel to communicate with internal or external audiences. Entries will be judged on the quality/effectiveness of the content and the podcast's ability to achieve organization's business objectives.
Best Overall Digital Patient Experience
Focus is on using digital tools to enhance patient access and convenience including patient portals, appointment requests and scheduling, ER wait times, patient test results, bill pay, patient-physician communications, directions, classes/events, and service preregistration.
Best Annual or Special Report
Focus is on the effective digital implementation/delivery of annual reports as well as reports on community benefits, foundation, capital campaigns, events, wellness, and other initiatives (reports can also be in print, but only digital delivery will be evaluated).
Best Care/Disease Management
Focus is on medical management tools, news, and information to help consumers manage a chronic condition; two-way communication between patient and healthcare practitioners; and opportunities to monitor clinical care.
Best Provider Directory
How easy is it to find a healthcare provider — physician, nurse, dentist, or other professional — who meets a consumer’s or referring physician’s needs? How organized, extensive, and interesting is the information on the doctor? Are appointment requests facilitated?
Best Digital Internal Communications*
How well is an organization using digital communications and tools such as websites, intranets, mobile apps, e-newsletters, internal social networking tools, and other collaboration platforms to enhance employee productivity and satisfaction and reduce administrative costs?
Best Digital Marketing Campaign*
Category covers campaigns that are digital only. Campaigns may cover promotion of a service line, product, rebranding, special event, or an internal communications effort. Evaluations based on goals, marketing content, creative, and results if available. Detailed guidelines supplied upon entry.
Best Integrated Marketing Campaign*
Category covers campaigns that include digital and other "traditional" channels such as TV, radio, outdoor, print, etc. Campaigns may cover promotion of a service line, product, rebranding, special event, or an internal communications effort. Evaluations based on goals, marketing content, creative, and results if available. Detailed guidelines supplied upon entry.
Mark Gothberg eHealthcare Organizational Commitment Award*
This award recognizes an organization’s overall digital strategy and commitment to using the internet and technology to help achieve its mission and strategic business objectives. Factors considered include financial resources and organizational focus on eHealth as well as initiatives implemented. To enter this award category, you must also enter at least four other award categories and provide details supporting your submission so that the organization can be fully evaluated. Detailed guidelines supplied upon entry.
* A note on Special Award Categories
Categories marked with an asterisk are considered special award categories. There is a slightly higher fee for these entries due to the substantial time required to judge them. Get full details on fees and deadlines here. Supplemental materials supporting your entries in these categories is encouraged.