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Ethicon was looking for innovative ways to motivate territory managers, improve sales performance and encourage greater team work and needed an attention-grabbing campaign that would create a sense of competition and excitement. A web infographic 'Power to 300' was initially developed and due to its success three further sites were commissioned. A consistent approach that worked across a wide variety of platforms ensured excellent feedback and the objectives being achieved with outstanding results for the TMs and regional teams.
This infographic really encouraged collaboration and postivie informed feedback confimed how the tools were not just gimmicks but delivered value. An excellent, and brave way, of visibly showing good and bad performance.
HAVAS LYNX wanted to develop marketing and brand teams' digital expertise and build confidence so they created a flexible, tailored online training workshop programme that allows teams to: define brand challenges and identify opportunities of how digital can support their brand and their stakeholders; create a platform to commence digital strategic planning and share best practice; provide tangible outputs to enable easy implementation of the digital strategy into their business; and provide ongoing post workshop support. On average 91% of delegates scored the workshops at 7/10 or above. Successful delivery across Europe, Asia Pacific, US and South America has already taken place and marketers' confidence has grown as a result of taking part in the workshops.
HAVAS LYNX got it right from the start, by factoring both the training users and digital delivery into the objectives for the In Touch programme. This innovative approach directly addresses the lack of understanding of dgital within companies and the workshops have delivered structural change and new projects.
With 60% of employees accessing company information outside the office using their laptop or iPad, Viiv were faced with the dilemma of multiple communication channels being available but not effectively used by employees. This led to feelings of isolation and duplication of efforts occurring. Social media was used to create a virtual community supporting the values and culture of Viiv, by allowing users to participate in a global dialogue sharing their experiences and opinions. Developed for web and as an iPad app, 'Red Lounge' enabled users to post content including written updates, images and videos. Within 6 months of launch 50% of employees from all functions and countries were using 'Red Lounge' on a regular basis, far exceeding original expectations. Feedback has been very positive, with users referring to the site as a 'real community'.
Great to see clear and SMART objectives, this is a nice idea simply executed. A really effective and novel way to bring a small and dispersed global team together. Using social media effectively is a new field for many pharma companies and great to see it being utilised well here.
A frustrated sales force that faced complex clinical questions and objections from clinicians that they felt poortly equipped to handle meant that something needed to be done to improve comprehension, top-of-mind recall and confidence with Levact core clinical evidence, while at the same time motivating reps with a fun game-based scenario and a competitive challenge. The programme was well received with 100% of reps completing the game, and a follow up survey reported that they felt more confident about their knowledge of data after completing it. This training initiative was one of many elements designed to improve sales force motivation and ultimately growth for the brand.
The introduction of a new brand identity meant that marketers needed to understand the creative rationale and reason for change; to drive adoption, alignment and implementation across regions; utilise the website tool to communicate the strategic focus for the brand; and provide a one-stop access to Stelara's brand assets and promote the integrated campaign assets. Impressive levels of downloads and repeat visits showed true engagement with the campaign and due to success at UK level the brand resource has been funded and rolled out on a global scale.
STAR is a HAVAS LYNX proprietary tool designed to enable pharmaceutical companies to track, manage and evaluate the roll-out of global/regional camapgins and monitor local implementation of tactis. It ensures brand compliance and consistency of messaging across all local markets; assesses cost savings that may be achieved; and encourages sharing of best practice. Successfully launched by Alcon for their Jetrea brand globally, uptake has been 100% by local brand managers and the use and successful implementation of global tactics has been significantly improved. STAR is currently in the process of being launched by two other leading pharmaceutical companies across multiple brands and therapy areas.