[Skip to Content]

Double click to change color


Double click to change color


Presented by Modern Healthcare and Ad Age, the Healthcare Marketing Impact Awards are designed to recognize health care's best advertising, marketing, promotion and communication campaigns on and across all media platforms.

We’re looking for ingenuity and nimbleness in a real-time marketing world that advance provider, insurer, supplier and advocacy group efforts to deliver high quality, affordable and accessible healthcare; promote the health of individual patients, groups and communities; and help organizations thrive and grow in today's rapidly changing health care environment.

View winners from 2022; 2021; and 2020

Entries open soon


Winners will be notified in October and revealed on ModernHealthcare.com and AdAge.com in November.

Questions? Visit our FAQs and important information sections. If your question isn't answered, please contact the Ad Age awards team



$450 per campaign entered


Entries open: Monday, June 26, 2023
Final deadline: Sept. 5, 2023, at 5 p.m. EDT

There will be no extensions beyond the final deadline.

Please pay strict attention to all the entry requirements and category descriptions, as fees are non-refundable once entries are submitted.




Providers are defined as organizations that are classified within the following categories of business: hospital, medical clinic; multi-hospital system; academic medical center; ambulatory surgery center; specialty hospital; physician groups; minute-clinics; ambulance and emergency services; post-acute care including rehab facilities, skilled nursing facilities and nursing homes.

Insurers are defined as organizations that are classified within the following categories of business: insurance carriers; third-party payers; health plan sponsors; government plans and integrated delivery networks.


Suppliers/Vendors are defined as organizations serving healthcare providers and payers that are classified within the following categories of business: group purchasing organization (GPO); information technology; real estate; financial; legal; schools and universities; insurance; investment; legal; architecture; construction and design; consulting; recruitment/staffing; etc.

Pharmaceutical are defined as organizations that develop, produce and market drugs, pharmaceuticals or medical devices licensed for use as medications.


Advocacy are defined as organizations that are classified within the following categories of business: government agency; voluntary health; professional association; patient advocacy groups; charitable and special interest groups.


The Healthcare Marketing Impact Awards will recognize gold, silver and bronze winners for each client type in each of the following categories:

Branded Entertainment/Content Campaign of the Year 
This category recognizes creative uses of storytelling on any number of platforms—such as long-form films, branded content, podcasts, native advertising on publishing sites. Campaigns that win in this category represent the sort of storytelling you would not expect to find within a traditional ad buy.

Creative Data Campaign of the Year 
Contenders in this category show that data can be a valuable driver of insight, creativity and impact. This category will honor campaigns that marry data and creative ideas, resulting in powerful, innovative marketing that propel health care organizations forward.

Digital Campaign of the Year
The rapidly changing digital landscape presents a unique opportunity for health care marketers to create innovative messaging that can live in the places where the audience resides—whether on their phones, laptops or elsewhere in the digital realm. Winners will demonstrate strategic use of digital media, whether that's app or SEO campaigns or activations in gaming, Web3/metaverse or mobile, as long as the execution is rooted in digital.

Film/TV/Video of the Year
Contenders in this category will be broadcast or digital TV/video ads or campaigns that communicate an impactful message with a fresh point of view and sharp strategy. Films longer than 60 seconds can be entered, but entrants should use their discretion as to whether the work better fits into the branded entertainment/content campaign category.

Integrated Campaign of the Year
This category recognizes exceptional campaigns that carry through various media (ie. TV, print, social, etc.) to form a cohesive whole.

Print/Out-of-Home Work of the Year
This category celebrates the impactful ideas in print and out-of-home advertising, including billboards. While the idea and creative are important, judges will also look for how the ad/campaign uses the media buy and placement to create the most impact.

Social Media Campaign of the Year
This category celebrates those that demonstrate innovative strategic thinking, strong brand voice, and thoughtful attention to and engagement with communities on their respective platforms.

Tiny But Mighty
A favorite of the Ad Age Creativity Awards, this category celebrates the best of tiny but mighty attention grabbers. The idea of “tiny” may apply to “small” formats, such as tweets, pre-roll ads, social posts, GIFs. It may also apply to a miniscule budget or media buy. Ultimately, winners in this category are a testament to how ingenuity can lead to big impact, despite constraints of medium, budget and more—that story should be clearly laid out in in the submission.

Healthcare Marketing Impact Awards judging criteria and entry instructions:

Campaign category descriptions and criteria

General FAQ

Modern Healthcare and Ad Age reserve the right to withhold or add awards as the quality of submissions dictates. If during the review process the judges feel your entry is better suited to another category and would like to award you in that category, the judges have the right to move your entry.


Entries open soon


Healthcare Marketing Impact Publishers' Awards will be given to single honorees for:

Best in Show Award will be chosen from the top award winners for each campaign category that best demonstrate how impact and results can be obtained without sacrificing integrity in messaging.

Agency of the Year Award will be given to the agency (selected from submitted/winning nominations) that has demonstrated the ability to understand the complex issues related to our health care delivery system, distill critical communication points and translate those into marketing campaigns that engage their target audience and positively impact the goals of their clients.


All kinds, as long as they fall within the three groups outlined in the client type section. Please note that at this time we do not consider campanies producing products that are not licensed for use as medications or medical devices.

Entrants must be majority independently owned, or in other words, at minimum 51% privately held. Agencies that are not eligible are those that are either majority or fully backed by a holding company (by this we mean firms like WPP, Omnicom Group, Publicis Groupe, Interpublic Group of Cos., Havas, Aegis or MDC Partners) or other firm, such as a publisher, marketer, etc.

As of last year, international agencies are now eligible to enter many of our categories. In the past, international agencies were only able to enter our International Agency of the Year category. Categories including Experiential, Media and Newcomer Agency of the Year, all campaign categories, Executive of the Year and our Agency Culture category are now open to international entrants. Please note that all submissions should be written in English.

We've introduced categories for design and PR agencies, health care campaigns and executive of the year.

All kinds, including TV spots and campaigns, experiential, web videos, branded content, design (product, package, graphic, motion, experience, retail, etc.), websites, games, apps, social media, and other stuff that’s harder to define: new distribution ideas, new ways to engage a community, etc.

We ask that you enter only bona fide work for a real client of your agency that was actually produced and/or ran in a media environment. Please do not enter work that was created only to run in award shows. If judges raise any flags, we will be following up and we’ll disqualify bogus work (e.g. work not approved by a client, work done for a client you don’t have, ads that were run once, at 3 a.m. in Bend, Oregon, so they would be eligible to enter in Cannes, etc.). Campaigns should have run between Jan. 1, 2022, and March 1, 2023.

Yes! We are excited to bring back our people categories to recognize and celebrate the people behind small agency success. And in addition to Creative of the Year, Account Manager of the Year, Media Planner of the Year and Strategic Planner of the Year, we are introducing a new category for 2023—Executive of the Year.

The deadline for all entries is April 26, 2023, at 5 p.m. ET.

All entries must be submitted and paid by credit card online at AdAge.com/SAA2023. Please contact awards@adage.com if you experience any issues submitting payment.

Unfortunately, once you have submitted your entry, you will not be able to log in to edit the form in any way. If there is factual information that is incorrect, please contact the awards team to request a change.

Please note changes cannot be made once the final deadline has passed and judging has started.

Finalists will be notified in June, and winners will be announced at the Ad Age Small Agency Conference & Awards in July.

Our awards team is here to help with any technical issues you might experience. Please contact .

Please note that your account on AdAge.com is separate from an account you create for the Small Agency Awards and any other Ad Age award programs. When you click "Enter now," please make sure to register a new account (unless you've submitted to our awards before and already have one). If you still experience any issues logging in, please email awards@adage.com.




Entry is open to campaigns for clients of the following types:

•    Providers and Insurers
•    Suppliers, Vendors and Pharmaceutical
•    Advocacy

All entries must identify the client and denote the organization type represented in the campaign.

Dates for submitted work

All campaigns and materials considered for any category must have been produced and appeared between Jan. 1, 2022 and June 23, 2023 to be eligible.

Entry info

All information included should be publishable by the time the winners are announced in November 2023. Any information noted as “not for public” or “off the record” will not factor into the judges evaluation.

If during the review process the judges feel your entry is better suited to another category and would like to award you in that category, the judges have the right to move your entry. Please note that all awards are based on the quality of the entries received each year. If the judges feel there isn’t a fitting entry within a specific category, they have the right to not award that category.

Final deadline

Sept. 5, 2023, at 5 p.m. EDT

Healthcare Marketing Impact Awards judging criteria and entry instructions:

Campaign category descriptions and criteria

General FAQ


Entries open soon

Double click to change color



Got questions? We're happy to help.

Award Inquiries: awards@adage.com