BOBI dazzlers

Task-based challenges

Creative Fieldwork Team of the Year, sponsored by Sermo, invited teams to submit their response to a hypothetical fieldwork brief. The winning team, from M3 Global Research, combined online tools with traditional qualitative techniques to deliver a compelling proposal that emphasised patient centricity.

Analyst Team of the Year, sponsored by Cegedim Health Data, took the form of a product launch scenario and competitors had just one day to complete the challenge. The winners, from Partners4Access, developed two strategies in the form of a coherent story supported by robust analysis.

The BOBI Compliance Challenge is a tough assignment, which requires teams to demonstrate compliance know-how, and apply this in a pragmatic and business-friendly way. The winning company, Ipsos, fielded a strong team from across the business, who demonstrated broad thinking and clear communication.

Best Newcomer

Best Newcomer is for the rising star who best demonstrates core abilities and skills in a one-day competition event, which this year took place at sponsor MSD’s offices in Moorgate. The award went to Annabelle Jones, Branding Science, who impressed the judges with her clear thinking and excellent communication skills.

Real-life submissions

These five categories allow entrants to showcase work based on actual projects that have demonstrated excellence and achieved great outcomes.

Best Use of Innovation was sponsored by Toppan Digital Language. The winning entry: ‘The holy grail: Systematic reporting on a dynamic population’ was a collaboration between GPrX Data and Novartis, which involved transformational new analysis, bringing clarity to the true patient opportunity size in MS.

Best Business Impact, sponsored by CREATION.co, was won by Redline Strategic and AstraZeneca, who developed an innovative data science-led approach, described in their entry ‘What does it take to achieve a successful launch?’

In the other three categories the judging was so close that we ended up with joint winners in each case.

Our first Best Customer Insight winners were AbbVie and HRW for ‘A sprinkling of pine nuts: a behavioural science project on brand differentiation’, which sought to better understand barriers to prescribing.

This award, sponsored by Survey Healthcare Global, also went to Sanofi and Synergy for ‘Why people say no to a life-saving intervention’, a project that empowered Sanofi to develop a highly impactful disease awareness campaign to support influenza vaccination uptake.

Best Patient-Centric Approach, sponsored by Janssen, was won by Myeloma UK, M&F Health and Synergy Healthcare Research for ‘Insights into the impact of a delayed diagnosis of multiple myeloma’.

Our second winners, Ipsos and Johnson & Johnson MedTech, shed light on the detrimental impact of ‘fat shaming’ in their entry ‘Obesity: An empathy blind spot’.
This year we introduced a new ‘Chair’s Award’ with a 2022 theme of Best Response to COVID-19. Our winners were: CM Research for ‘How two years of adaptive research is improving the lives of veterinarians and the animals they treat’, and CREATION.co and Frontline.Live for ‘Addressing HCP PPE needs during the COVID-19 pandemic’. CREATION.co’s analysis of social data and online influence helped the charity focus its communications, so PPE could be delivered where it was needed most.