Cary, N.C., November 24, 2008 - MicroMass Communications, Inc., a leader in behavioral science-based relationship marketing, received top honors at the 2008 MM&M Awards, winning gold in the category of "best use of direct marketing to consumers" for a campaign created for Merck's Singulair® brand to increase compliance with prescribed treatment among patients with asthma.  Sponsored by Medical Marketing & Media magazine, the awards recognize exceptional creativity and marketing effectiveness in healthcare advertising, public relations and publishing.

The winning campaign, titled the A.I.R. Program (Asthma Information Resources), uses tailored messaging and multiple channels - including an interactive Web site, customized emails, discount offerings and in-office print materials - to educate patients about asthma, its treatment, and the importance of using medications correctly.  According to MM&M, judges described the campaign as "very comprehensive, excellent creative, very patient-centric," noting that "there was an idea behind the execution."

"In developing this program, we conducted extensive behavioral research into the mindsets of people with asthma," said John Grunstein, executive vice president of client services at MicroMass. "This research uncovered insights that address specific patient drivers and barriers. With this understanding, we created a program that is uniquely relevant and motivational, supporting our client's goal of helping patients make better decisions and have better outcomes," he said.

"Receiving an MM&M Gold Award is a great honor, and we're thankful to the judges and the editors of Medical Marketing & Media for giving our work this recognition," said Jay Bigelow, president of MicroMass.

The MM&M awards are judged by an independent panel of experts who represent all sectors of healthcare marketing. Awards were presented on Oct. 30 at a ceremony in New York.