Gold in the innovation category in value proposition of the National Marketing Awardsconvened by the Spain Marketing Association, has fallen to Sanitas The specialized health insurer stands out in a category that recognizes the use of differentiation as an axis to adapt to market changes and also the application of original solutions to products, services or business models.
Sanitas has won the first prize in the section, while the silver has been awarded to Samsungand the bronze to Moeve.
Adolfo Domínguez and Tourism of the Canary Islands They were also candidates in this section. For its part, Amadeus, Cruzcampo, Iberia, Lupia, Mahou and NH Collection Hotels & Resorts They were part of the long list.
The jury, composed of this edition by 20 professionals, has been in charge of evaluating the work according to some redefined criteria For the occasion. The consistency of the general strategy (20%), the degree of innovation and creativity (20%), the use of data, models and technology (25%), business results (25%) and the difficulty of the case (10%) has been considered in each category.
This edition has seven company categories in which gold, silver and bronze has been granted.
Gold: Sanitas – “My genomic health”
Gold to innovation in value proposal has been granted to Sanitas for “My genomic health. ” A pioneering program in preventive medicine to help anticipate and treat diseases with genetic predisposition, such as certain types of cancer or diabetes, which the company launched last October.
The company’s objective is to carry out the sequencing, interpretation and analysis of the genome of more than 14,000 people -10.300 in Spain and 3,700 in the United Kingdom- to optimize health care. To do this, it has its own medical hospitals and equipment, and the digital assets of the Blua ecosystem.
As part of the program, the genome sequencing of more than 7,000 people. Among the results, Sanitas emphasizes that 17% have a clinical variable that indicates the possible development of some relevant pathology, such as type II diabetes or hypercholesterolemia, and 5% are high probabilities of developing a serious illness throughout their lives.
“My genomic health” responds to the relevance of addressing that situation with preventive approach. “Combining genomics with technologies such as artificial intelligence, wearables or data with the team of genetic advisors and medical professionals specialized in prevention we will realize this preventive medicine tailored to each person”, Said Iñaki Peralta, CEO of Sanitas and BUPA in Europe and Latin America during the presentation.
Supposes an effort of reformulation of the health care model And a step in personalized and preventive medicine, which could make the category significantly progress and improve people’s health experience. In addition, preventive medicine implies the creation of methods to expedite health processes and facilitate work to professionals.
Silver: Samsung – “Technology with Purpose” (from unfear to anoise)
Samsung has collected a innovation money in value proposal thanks to its platform “Technology with purpose”, that he launched more than a decade ago. Through it develops initiatives and technological projects aimed at improving people’s lives and breaking barriers, which has helped build the brand and delve into its social commitments.
“Unfear” It is a system designed to minimize the inconvenience that can cause people with autism; while “Unnoise” It is an application that recognizes and attenuates the annoying sound levels according to the tolerance of decibels selected by the user.
Both projects have been recognized nationally and internationally, in festivals such as Cannes Lions or Effective Awards.
Bronze: Moeve – “A new energy dawn”
Finally, Moeve It has been recognized with bronze by the brand transformation carried out at the end of last year, which until then was called Cepsa. The process has sought to strengthen the company’s commitment to sustainable energy and mobility, which constitutes one of the key points of its strategic “Positive Motion” plan for 2030.
Thus, the company has modified its name, logo, visual identity and graphic system, and has promoted an advertising campaign, devised by Publicis Spain, to show the passage of fossil fuels to green and renewable energies.
Here you can expand our editorial coverage on the National Marketing Awards 2025:
- Estrella Galicia receives the National Marketing Grand Prize
- Rosa Tous is chosen as best business leader
- Kyndryl has the best marketing team
- Majorica wins gold in brand construction
- Estrella Galicia stands out for its comprehensive strategy and sponsorships
- An AI solution for corporate trips gains customer experience
- Calvo takes a gold for its advertising and communication
- Ikea wins gold for its sales strategy
