Self-Care Marketing Awards

The 2024 U.S. Self-Care Marketing Awards recognizes the strategic innovation and marketing expertise of our member companies in over-the-counter (OTC) medicine and dietary supplement, and consumer medical device industries. Specific awards recognize top performers in digital marketing, social media, corporate social responsibility, multicultural marketing, and innovation.

2024 Award Categories

• Best Digital Campaign
  • Categories: Total Brand Budget of Less than $5M, Total Brand Budget of More than $5M
•  Best Product Launch Campaign
  • Categories: Total Brand Budget of Less than $5M, Total Brand Budget of More than $5M
• Innovative Marketing Campaign of the Year
  • Categories: Total Brand Budget of Less than $5M, Total Brand Budget of More than $5M
• Best Overall Social Media Campaign
• Best Environmental Impact Campaign
• Best Overall Campaign Promoting Safe Use
• Best Overall Multicultural and Inclusive Campaign
• People’s Choice Award
  • To be voted on via social media prior to the event. All finalists will be listed.

2024 Judges

Steve Neumann

Steve Neumann

Principal and Owner, Cardinal Points Consulting

Steve Neumann is the principal and owner of Cardinal Points Consulting LLC, a firm that provides consulting and market research services to companies and suppliers in the consumer healthcare industry, consumer packaged goods, and pharmaceutical industries. Specialty areas include innovation, new product development, market research, expert interviews, and Rx-to-OTC switch. 

Prior to forming Cardinal Points Consulting, Neumann led teams dedicated to the discovery and championing of consumer and shopper insights for Bayer Consumer Health in the U.S., which acquired Merck Consumer Care in October 2014. Neumann played a key role in integrating Merck’s Global Marketing Team into Bayer. Prior to joining Merck, Neumann was responsible for marketing services for Schering-Plough Consumer Healthcare products. 

Neumann also led the Consumer Behavior research programs for several Rx-to-OTC switches in the U.S. and other markets and has presented to FDA Advisory Committees receiving approval for several switches.

Neumann graduated from the University of Oklahoma with a Master of Arts degree in Advertising and studied at its College of Law. Neumann served as Board Chair for the Health at Hand Foundation and was a board member from 2012-2019. He continues to be involved with a number of philanthropic organizations and is the current Board Chair for the Conserve Wildlife Foundation of New Jersey.

 

Tim Calkins

Tim Calkins

Clinical Professor of Marketing, Kellogg School of Management, Northwestern University

 Tim Calkins is an award-winning marketing professor, author, speaker, and consultant, who currently serves as the Associate Chair of Marketing and as a Clinical Professor of Marketing for Northwestern University’s Kellogg School of Management. 

Calkins’ latest book, How to Wash a Chicken – Mastering the Business Presentation, was named Top Business Book by the IndieReader Discovery Awards and received the Gold Prize for Business and Economics from the Foreword Indie Book of the Year Awards. 

Calkins has also received numerous awards for his teaching. In 2006 and 2013 he won the Lawrence G. Lavengood Outstanding Professor of the Year Award, the Kellogg School’s top teaching award, making him one of just six people to have received the honor twice in the award’s more than 40-year history. Calkins was named a finalist for the award again in 2022 and 2023. 

In addition to teaching at Kellogg, Calkins works with major corporations on strategy and branding issues. His recent clients include Moderna, Eli Lilly, Caterpillar, and AbbVie. He graduated from Yale with a Bachelor of Arts degree and earned an MBA from Harvard. He currently lives in Chicago with his wife and three children.

 

Shunyuan Zhang

Shunyuan Zhang

Assistant Professor, Harvard Business School

Shunyuan Zhang serves as an Assistant Professor of Business Administration in the Marketing unit at Harvard Business School (HBS) where she teaches the first-year Marketing course in the MBA-required curriculum at HBS. She also previously taught Marketing at Carnegie Mellon University. Zhang conducts analyses of structured and unstructured data from new sharing economy platforms, addressing emerging issues in this area. Her recent research interests include tracking social media influencers and consumer receptivity to algorithms. 

Zhang earned a Ph.D. in Marketing/Business Technology from Carnegie Mellon University’s Tepper School of Business.

 

George Quesnelle

George Quesnelle

Senior Advisor, OTC Products, Pinney Associates

Since 2009, George Quesnelle has worked with Pinney Associates as a Senior Strategic Adviser, providing expert advice and insights to both Rx and OTC companies from his four decades of experience working in the pharmaceutical industry. His previous experience includes global positions with GSK, now Haleon, where he served as president of Consumer Healthcare from 2004-2008. During his time in the industry, Quesnelle was responsible for some of the most successful Rx-to-OTC switches in the industry, including Nicorette and NicoDerm CQ.

In 2014, Quesnelle was awarded the Consumer Healthcare Product Association’s prestigious Ivan D. Combe Lifetime Achievement Award, the highest honor bestowed by the U.S. consumer healthcare industry, recognizing individuals whose lifetime of achievements have created a lasting impact on the industry, their community, and have directly improved self-care for consumers.

 

Courtney Gray Haupt

Courtney Gray Haupt

Global COO & US Chair, Health, Edelman

As global co-chair of Edelman’s health sector, Courtney Gray Haupt leads Edelman’s health network and oversees its U.S. health business. She brings deep expertise in biomedical innovation and corporate reputation to Edelman’s global team. Gray Haupt leads campaigns to advance vaccine confidence and mental health and has overseen international efforts on medical research, antimicrobial resistance, and healthcare trade policy. She also advises organizations on building trust in science, healthcare brands, and the health sector worldwide.

Partnering with organizations including AstraZeneca, CVS Health, J&J, Lilly and Merck, Gray Haupt manages thought leadership and positioning efforts to educate patients, policymakers, and healthcare providers on health equity, behavioral health, sustainability, and patient access. 

Prior to joining Edelman, Gray Haupt served as Washington Health Advocates Vice President of Government Affairs and Communications, where she focused on coalition building and federal appropriations strategies for NIH, CDC, and FDA. She holds a Bachelor of Arts degree in Political Science from Goucher College in Baltimore, MD.

 

Julie Hamilton

Julie Hamilton

Former Chief Commercial & Global Sales Officer (CCO), Diageo

Julie Hamilton is the former Chief Commercial Officer and Head of Global Sales at Diageo, the world’s leading premium spirits company with well-known brands like Johnnie Walker, Smirnoff, Tanqueray, Baileys, Guinness, and Captain Morgan. 

Prior to joining Diageo, she spent more than 20 years at The Coca-Cola Company where she served as Senior Vice President and Chief Customer & Commercial Leadership Officer and was a member of the Executive Committee. Prior to that, she was VP & Chief of Staff to the company’s Chairman and CEO and was President of the Global Walmart Group, responsible for leading the relationship with Coca-Cola’s largest customer. 

Currently, Hamilton serves as a Non-Executive Director for Imperial Brands PLC and on the advisory boards of Waterdrop Company and Harmonya. Hamilton graduated from the University of Missouri with a Bachelor of Journalism degree.

 

Katherine Hennessy

Kathryn Hennessy

Vice President, Healthcare Marketing, Reingold

Katherine Hennessy is an award-winning storyteller who calls on her background as a filmmaker to craft stories and shape causes that make a difference in the lives of patients and the healthcare providers who serve them. With more than 20 years of experience, she currently serves as Vice President of Healthcare Marketing at Reingold, where she oversees a diverse portfolio of nonprofit, pharmaceutical, and commercial healthcare clients. 

Hennessy specializes in brand activation, omni-channel outreach, and leveraging new tools and technology to shape the next generation of digital creatives. In Hamilton’s spare time, she continues to moonlight as a screenwriter and film buff.

 

Michael Roberto

Michael Roberto

Professor, Bryant University

Michael Roberto is the Trustee Professor of Management at Bryant University in Smithfield, RI, joining its e tenured faculty after serving six years on the faculty at Harvard Business School. He has written three books: Unlocking Creativity, Why Great Leaders Don't Take Yes For An Answer, and Know What You Don’t Know. Roberto has also published many best-selling case studies and simulations. His research and teachings have earned several major awards, including the Everest Leadership and Team Simulation, which won top prize in the eLearning category at the 16th Annual MITX Interactive Awards. 

Roberto has taught in leadership development programs and consulted at many firms including Target, Deloitte, Mars, Google, Apple, FedEx, Disney, Amica, Textron, and Morgan Stanley. He’s also presented at numerous government organizations including the FBI, NASA, Joint Special Operations Command, Secret Service, NATO, the Air War College, and West Point. Over the past 20 years, Professor Roberto has served on the faculty at the Nomura School of Advanced Management in Tokyo, where he teaches in an executive program each summer. 

He received a Bachelor of Arts degree with honors from Harvard College. He earned an MBA from Harvard Business School, graduating as a George F. Baker Scholar. He also received his Ph.D. from Harvard Business School.

 

Gayatri Bhalla

Gayatri Bhalla

SVP/MD Digital Strategy, GMMB

As GMMB’s SVP/MD of Digital Strategy, Gayatri Bhalla brings more than twenty years of experience working with top brands including Disney, Roku, Viacom, T-Mobile, General Motors, and several national political campaigns, and broad, multidisciplinary experience in the public, private, and non-profit sectors. 

Bhalla’s experience in politics and policy includes working as a staffer and adviser for both political campaigns and governmental roles it. She has been immersed in data infrastructure, digital and social paid media, online fundraising, digital partnerships, and organizing/canvassing tech for multiple entities including Party organizations, voter file entities, big data analytics firms, and dozens of political agencies and advocacy organizations. Bhalla has also served at the Securities and Exchange Commission, the U.S. House of Representatives, and the Departments of Commerce and State. 

Bhalla teaches a graduate-level seminar on Innovations in Integrated Marketing as an Adjunct Professor at Georgetown University. She earned her MBA from the Yale School of Management and a Bachelor of Arts degree in Political Science from the University of California, Berkeley where she was an ASUC Senator and inducted into the Prytanean Society and the Order of the Golden Bear.

 

2023 Winners

Best Product Launch Campaign on a Brand Budget of Less than $5M

• Advantice Health – WINNER*
  • Product: Kerasal Nighttime Renewal Fungal Nail Patches
  • Campaign: “Kerasal Patches”
  • Supported by: Fresh Branding
• Bayer Consumer Health
  • Product: Midol Heat Vibes
  • Campaign: “Introducing Midol Heat Vibes to Gen-Z Influencers”
  • Supported by: Gen.Video

Best Product Launch Campaign on a Brand Budget of More than $5M

• Similasan
  • Product: iVIZIA Dry Eye Drops
  • Campaign: “We See A Better Way”
  • Supported By: Thea Pharma Inc., Let There Be, Elevate Healthcare
• Bayer Consumer Health – WINNER*
  • Product:  Astepro Allergy
  • Campaign: “Astepro Allergy OTC Launch”
  • Supported By: twelvenote
• Sanofi Consumer Healthcare
  • Product:  Icy Hot PRO
  • Campaign: “RISE TO PRO”
  • Supported By: Terri & Sandy

Best Overall Campaign Promoting Safe Use

• The Procter & Gamble Company
  • Product: NyQuil and DayQuil High Blood Pressure Cold and Flu Liquid Medicine
  • Campaign: “NyQuil and DayQuil High Blood Pressure Re-Launch”
  • Supported By: MSL Group
• Reckitt
  • Product: Neuriva
  • Campaign: “Neuriva: Think Bigger”
  • Supported By: Hunter PR, Energy Studios
• Haleon – WINNER*
  • Product: All Haleon Brands
  • Campaign: “Listen to Your Labels”
  • Supported By: WPP and Grey NY

Best Digital Campaign on a Brand Budget of Less than $5M

• Focus Consumer Healthcare
  • Product: Pamprin
  • Campaign: “More Than Pain”
  • Supported By: KWG
• Lansinoh Laboratories – WINNER*
  • Product: Birth Prep & Recovery
  • Campaign: “Embracing MomME”
  • Supported By: 522 Productions and Exit 14
• Rally Labs
  • Product: Blowfish for Hangovers
  • Campaign: “ASMR You Hungover?”

Best Digital Campaign on a Brand Budget of More than $5M

• Bayer Consumer Health
  • Product: One A Day
  • Campaign: “The Gratitude Project”
  • Supported By: twelvenote
• Colgate-Palmolive Company – WINNER*
  • Product: hello products
  • Campaign: “Strangely Likeable”
  • Supported By: The Sasha Group and Humanaut
• Kenvue
  • Product: Listerine
  • Campaign: “LISTERINE Trains the Trainers”
  • Supported By: Hunter PR

Best Environmental Impact Campaign

• Haleon – WINNER*
  • Product: Advil
  • Campaign: “Advil Sustainability Initiative – Greenstock”
  • Supported By: Edelman  and CaST
• Kenvue
  • Product: ZYRTEC
  • Campaign: “ZYRTEC Brings Releaf to Historically Excluded Communities and Our Planet”
  • Supported By: Hunter PR

Best Overall Multicultural and Inclusive Campaign

• Kenvue – WINNER*
  • Product: BAND-AID Brand OURTONE
  • Campaign: “BAND-AID Brand OURTONE Uplifts Healthcare Heroes”
  • Supported By: Hunter PR
• Haleon
  • Product: Flonase
  • Campaign: “Allergies Don’t Discriminate!”
  • Supported By: Publicis Leon and NGL Media
• Sanofi Consumer Healthcare
  • Product: Aspercreme
  • Campaign: “Asperqueens”
  • Supported By: Terri & Sandy

Best Overall Social Media Campaign

• Bausch + Lomb
  • Product: LUMIFY redness reliever eye drops
  • Campaign: “Bausch + Lomb’s TikTok #LUMIFYEyeDance Challenge”
  • Supported By: Lane Communications Group and Blue Chip Marketing
• Bayer Consumer Health – WINNER*
  • Product: Midol
  • Campaign: “The Real Reason: A Social Experiment”
  • Supported By: twelvenote
• Haleon
  • Product: Tums
  • Campaign: “Love Food Back”
  • Supported By: Grey Group and CaST

Innovative Marketing Campaign of the Year on a Brand Budget of Less than $5M

• Reckitt
  • Product: Delsym
  • Campaign: “Feel Better Together Campaign”
  • Supported By: Legend, Barrows and McCann
• Sanofi Consumer Healthcare
  • Product: ACT Fluoride Mouthwash
  • Campaign: “Long Live Your Teeth!”
  • Supported By: Terri & Sandy
• WellSpring Consumer Healthcare – WINNER*
  • Product: Bonine
  • Campaign: “Bonine, 9x The Adventure”
  • Supported By: 31,000 Feet

Innovative Marketing Campaign of the Year on a Brand Budget of More than $5M

• Haleon – WINNER*
  • Product: Centrum Silver multivitamins
  • Campaign: “Centrum Silver Multivitamins Campaign (Cosmos)”
  • Supported By: FCB NY and Casanova McCann
• Kenvue
  • Product: ZYRTEC
  • Campaign: “Zeize the Day”
  • Supported By: Doner
• Reckitt
  • Product: Mucinex
  • Campaign: “Mucinex Comeback Season”
  • Supported By: McCann, Zenith and Barrows

People’s Choice Award

• Focus Consumer Health – WINNER*
  • Product: Pamprin
  • Campaign: “More Than Pain” 
  • Supported by: KWG