Sentient Interactive Named PM360 Trailblazer 2016 Initiative Finalist

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PM360, a publication for marketing decision-makers in the pharmaceutical, biotech and medical device industries, recently named Sentient Interactive’s “Unnecessary Censorship Holiday Video” as a Trailblazer Initiative Finalist in the “Self-Promotion” category.

“We chose to do a takeoff of the popular Jimmy Kimmel Live! skit, “Unnecessary Censorship,” to show what can happen when critical pieces of the story are missing or misunderstood.” -Jeff Rohwer

As a digital-first agency known for its innovative websites, the folks at Sentient wanted to showcase their abilities as storytellers to create engaging digital experiences and communicate the difficulties of maintaining a consistent brand message. The company’s annual holiday greeting proved the perfect occasion.

“As advertisers, we are acutely aware of how a brand’s message can be diluted, or even completely misunderstood, if the story does not unfold properly,” said Jeff Rohwer (Partner, Strategy). “We chose to do a takeoff of the popular Jimmy Kimmel Live! skit, “Unnecessary Censorship,” to show what can happen when critical pieces of the story are missing or misunderstood.”

Sentient seeded the experience by sharing the video via Facebook, LinkedIn, Twitter, and email. After users discovered the content, they shared it. Sentient’s reach grew by 1600% as users continuously viewed and shared the content. Most importantly, Sentient accomplished their goal of spreading the word about the company, which resulted in new business opportunities.

Adam Cossman (Partner, President) stated, “Besides being pleased with the success of the final product, we are thrilled to be nominated among such innovative marketers. We can learn a lot from all the great submissions.”

Since 2009, the PM360 Trailblazer awards have recognized outstanding achievement and innovation in healthcare marketing. Each year, nominations are judged by the PM360 Editorial Advisory Board, a distinguished cross-section of industry experts. Winning initiatives were selected for their ability to stand out in the complex, ever-changing healthcare environment, and were judged on their ability to overcome challenges; the skill, innovation and quality of planning and execution; and the effectiveness of the work.

A total of 85 finalists were chosen in the 18 Initiative categories which include: App/Digital Solution or Suite, Consumer Website/Online Initiative, Direct-to-Consumer Campaign, Direct-to-Patient Campaign, EMR/EHR Program, HCP Education, Interactive Marketing Program, Patient/Consumer Education, Persistence/Adherence Program, Point of Care, Product Launch, Professional Campaign, Professional Website/Online Initiative, Sales Aid, Self-promotion, Social Media Campaign, Unbranded Campaign and Video/TV campaign.

“We received a tremendous amount of entries in each of our Initiative categories, which made the path to be named a finalist more challenging than ever,” says Anna Stashower, CEO and Publisher of PM360. “That just means each of this year’s finalists truly deserve to be recognized for their innovative thinking and outstanding work.”

Finalists are acknowledged and winners will be honored during a special reception at Gotham Hall at 1356 Broadway in New York City on September 23rd, 2016. Each year, the Trailblazer Awards Gala has more attendees from the pharmaceutical industry than any other industry event. Profiles of all of the night’s winners will appear in PM360’s October issue.

Emmy Award-winning actress and comedian Judy Gold will serve as the emcee for the event. Judy Gold has written and starred in two critically acclaimed, long-running Off-Broadway hit shows: The Judy Show – My Life As A Sitcom, (New York Times critic’s pick) and 25 Questions for a Jewish Mother, which won the 2007 GLAAD award for Outstanding New York Theater. Judy has also appeared as a guest star on several popular TV shows including “Louie,” “The Jim Gaffigan Show,” “30 Rock,” “2 Broke Girls,” “The Big C” and “Sex & The City.”

Additionally, Douglas G. Watson, Chairman of OraSure Technologies Inc. and former President & CEO of Novartis Corporation, the U.S. subsidiary of Novartis AG, will be on hand to receive the 2016 Lifetime Achievement Award.

Tickets for the Trailblazer Awards Gala can be purchased by visiting For more information about tickets, contact Andrew Matthius at 646-300-8113 or andrew.matthius(at)pm360online(dot)com.

You can also follow the awards real-time on Twitter at

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Kelly Ieno
Sentient Interactive

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