PM Society articles

Announcing the 2012 Digital Media Awards

2012-05-16T21:48:00Z

The PM Society Digital Media Awards 2012 will be held at The Brewery, London, on the evening of Thursday, October 4, 2012.

The Digital Media Awards celebrate the innovation and quality of digital communications solutions currently demonstrated in the healthcare and pharmabiotech arenas. 2012 sees the introduction of a number of new categories, including patient categories recognising education and health awareness and patient compliance and adherence projects, and two new craft awards for mobile apps and gamification.

Entries for the Awards will open next week, and full category information is now available. There’s plenty of time to collate your entries; this year’s deadline is Friday 29 June (with an extension to Friday, 6 July – late fee applies).

For more information about this year's awards, including detailed information on the Digital Media Awards categories, entry guidelines and judging criteria, please visit the Digital Media Awards event page.

"Never stop thinking like your audience"

2012-02-15T16:25:00Z

Faisal Ahmed is Head of digital at Life Healthcare Communications and a co-founder of Digitally Sick, a podcast focussed on the use of digital in the pharmaceutical industry. We spoke to him about his hopes for the industry this year, and the potential in pharma for social networking and bookmarking site, Pinterest.

What was your pharmaceutical marketing highlight in 2011?

We've taken some great steps this year, with integrated campaigns such as Questival for sufferers with haemophilia, however we haven't seen much movement on social media campaigns. Psoriasis 360 was the only stand out campaign, however it has been a great year for empathetic campaigns, with more agencies bringing a consumer focus to their work.

What do you think is going to be the major game-changer in pharmaceutical marketing in 2012?

In my opinion an update to the ABPI Code of Practice about digital is needed. Hopefully this year they will tour all the Pharmaceutical companies and have a Q&A with medics and brand teams – education in the industry is increasingly needed around digital.

What are you personally most looking forward to in the industry in 2012?

I'm hoping for an integrated approach, where the customer, patients or HCPs are at the heart of the campaign. It should be something that will add value to their lives.

There's a lot of buzz about the increasing popularity of Pinterest as a social media platform. How do you imagine such a visual tool can fit into pharmaceutical marketing, if at all?

Pininterest has grown massively over the last few months and is another great to tool to share our interests. I can see it being used in disease awareness campaigns, showing hard hitting images, or using it to show break out diseases - just imagine if it could be integrated with google healthcare trends!

There's a standout site every year: 2011 was Pinterest, 2010 was Quora and 2012 will see Tumblr being used more. But the key to great marketing is to never stop thinking like your audience. Understanding the role your brand plays in people's lives and knowing how to make it more relevant is crucial especially in today's environment. An app, website, or iPad detailing aid may not be the best answer for you. But don't just worry about "keeping up with the Joneses" - look at what they're doing and go the other way!

Announcing the 2011 PM Society Digital Pioneers

2012-02-01T17:57:00Z

The PM Society Digital Pioneer Award, now in its third year, recognises the increasing importance of digital and those that pushed the digital boundaries within their pharma environment.

This year there were four nominees for the title:

Simon Clough, Managing Director of Daiichi Sankyo UK for his vision to revolutionise the company digitally from the inside out, with impressive results.

James Grant, Senior Brand Manager of GSK who's championed digital with innovative and successful e-campaigns across a number of brands.

John Pugh, Director of Digital Communications, at Boehringer Ingelheim, a champion of social media who's working on a ground-breaking Facebook game.

Jon Vernon, Director of Interim Marketing Solutions, currently working at GSK in the European Digital Centre of Excellence and leading an impressive multichannel initiative across 35 countries.

Digital Pioneer judge, the PM Society's Digital Interest Group lead Carwyn Jones, said: "this year's PM Society digital pioneer award was the most interesting yet. A number of the candidates had very strong examples of how they had changed the digital landscape. The judging panel struggled to separate Simon Clough (Daiichi Sankyo) and John Pugh (Boehringer Ingelheim) who stood out as the two leading digital pioneers. Simon has altered the culture across the company through digital programmes and initiatives that have really changed the way Daiichi Sankyo behaves with all of its customers, both internal and external, whilst John has driven a number of fantastic digital initiatives including a ground breaking Facebook game for patients. Both are worthy joint winners."

Dr Simon Clough, Managing Director of Daiichi Sankyo UK

The judges were impressed with Simon's vision to use integrated, digitally pioneering, open ways to communicate internally and externally and drive the business forward with customers. He then tasked the internal departments to find suppliers/agencies that could meet these goals. The UK digital move is keenly being watched by the rest of the affiliates to see how soon they will also move to digital.

Simon's new digital approaches and digital solutions caught the attention of the ‘Department of Health Steering Group to improve the Use of Medicines', and DSUK were the only company directly asked to present at the committee meeting.

Simon is also working closely with the NHS innovation Unit on digitally integrated approaches and Joint Working projects.

Simon believes we should harness technology to work for us, and not the other way around. Digital projects are undertaken but not just because we can, but because of the value they offer.

Dr Simon Clough is truly a digital pioneer who has taken a project beyond just brands or process, to change an entire company.

Daiichi Sankyo UK Website

John Pugh, Director of Digital Communications, at Boehringer Ingelheim

At Boehringer Ingelheim, John's overall vision is to elevate the company's status as a forward-thinking brand that wholly embraces the digital sphere to reach out to and engage with its global audience. He sees the potential the technology offers in view of rebuilding trust in the pharmaceutical industry.

Under John's leadership, Boehringer Ingelheim has embraced social media platforms that others were hesitant to. Through his innovative approach, passion and enthusiasm, he has successfully shed the common misconception that ‘pharma and social media do not mix' and has demonstrated that pharma can not only use social media but can thrive in it!

John has helped shape Boehringer Ingelheim as a pioneer in the field of social pharma and the highly anticipated launch of Syrum, a Facebook game that will begin beta-testing this March, aims to educate and entertain stakeholders.

His pioneering leadership has enabled Boehringer Ingelheim to forge a reputation for being one of the few pharma brands in the industry to deliver a truly engaging multi-channel experience to audiences worldwide. Through his work, John has not only revolutionised Boehringer Ingelheim's digital communications strategy but has set the standard for industry practices as a whole.

John Pugh is a true innovator with the vision to turn his ideas into success.

Twitter: @boehringer @johnpugh

Boehringer Ingelheim on Facebook

Your PM Society is ready for 2012…

2012-01-29T22:09:00Z

New Interest Groups fully in tune with the healthcare environment and today's marketers

We all have to recognise change and never more so than in today's healthcare environment. The PM Society has been at the forefront of pharmaceutical marketing excellence for over 30 years and now in 2012 we are focusing on the challenges that face you every day and the issues that anyone working in the pharmaceutical or life science industries need to be aware of.

Market Access

Interest Group lead: Beverly Barr

Whether you are working in a market access role, or need to understand the key issues of this hot topic, involvement with this group will help through discussions, case studies and meetings led and prepared by experts in the field. Activities will include a joint meeting with Wellards looking at best practice, the future and market access relating to patients, pharma and the NHS.

NHS Partnerships

Interest Group lead: Ivor Eisenstadt

Through a series of evening briefings you will gain the confidence, experience and expertise to truly engage with your customers. Follow guidance and advice from key thought leaders, including representatives from QIPP, CCGs, the ABPI and NHS, and benefit from an improved understanding of effective partnership working; receive practical support and an awareness of the latest developments. The group's ultimate goal is to position you at the forefront of delivering higher quality care for patients and improved mutual understanding and trust.

Digital

Interest Group lead: Carwyn Jones

Whatever your role, you'll need to understand digital and social media. Focusing on improving competency across the industry, the group's activities will centre on identifying and sharing best practice from the Digital Media Awards, running a series of Digital Breakfast Debates and understanding the role of digital in relation to the Code, so that you can be confident you're always up to speed with what you need to know in this constantly evolving sector.

Patient Engagement

Interest Group lead: Mat Philips

As the patient movement grows and becomes more influential, and compliance is forever at the forefront of our everyday lives, it is essential that companies develop the skills, tools and strategies to develop strong relationships with patients and their representative groups. If your role is in R&D, regulatory, access, marketing, HTA, compliance or advocacy, engagement with this group is a must to provide you with the knowledge and expertise to deliver results.

Personal Development

Interest Group lead: Steve Mackenzie-Lawrie

Alongside PriMe and aligned to the new Interest Groups, new content and courses will be introduced, relevant to today's environment and the challenges and issues you face, ensuring you have the skills and expertise to develop your role and further your career with confidence.

Interest Group lead: Neil Smith (Advertising Awards)

Currently celebrating its 26th year of recognising excellence for the creative work within the industry, the Advertising Awards have a firm place in the industry calendar every January and over 1200 guests attend the presentation each year.

Interest Group lead: Rachel Farrow (Digital Media Awards)

Recognising the most innovative and exciting digital initiatives in the UK pharma industry, the 2012 presentation will be on 4th October and promises to showcase the best work across a broad range of categories.

Join the PM Society now and benefit from the full range of content and events on offer in 2012.

It's your Society – get involved

To discuss company membership, call Anneliese or Vivien on 01403 264898, or email anneliese@pmsociety.org.uk. For more information and to receive our weekly bulletins, simply register.

"The campaign is very hard-hitting and provokes a response"

2012-01-23T11:01:00Z

The 2011 Advertising Awards finalist list features five names making their Awards debut: CAN Advertising, eBee Health, inventive Health Communications, Lime and OPEN Health. CAN Advertising has received its first nomination in the International Core Campaign (Craft) category for their work on Scalp Psoriasis for LEO Pharma. We spoke to Lisa Dodd and Clare Chamberlain about the creative execution and delivery of the global campaign.

CAN Advertising was founded two years ago by Lisa Dodd and Clare Chamberlain. Both have strong backgrounds in the pharmaceutical marketing industry – the pair met at Adventis, where Clare was a Strategic Planner and Lisa Client Services Director. The aim was to develop an agency that would be unique, "we wanted to set up something that would be very different in the advertising world," says Lisa.

The dream came true two years ago with the launch of CAN Advertising "We opened our doors on March 1st two years ago, and we got our first major account with LEO Pharma that May. It was hard work, but we've had a good couple of years!"

CAN Advertising is nominated in the International Core Campaign category for the Scalp Psoriasis/Xamiol campaign for LEO Pharma.

The creative motivation for the campaign comes from the feedback of patients. "We really learned from the patient perspective what it's like to have scalp psoriasis, how they feel about this disease and its symptoms".

The images that were shocking but showed that we really understood the condition

Scalp psoriasis symptoms include intense itching and a flaking scalp, and one of the key findings of the market research CAN Advertising conducted was the regional variation in the patient's perception of the condition. Respondents in the US tended to be more embarrassed by the condition and talked about problems caused by attempts to ignore the symptoms. "You don't want to show any weakness in your job, so you can't be scratching your head during a meeting but you might lose concentration in the meeting because you're obsessed by the desire to scratch". While embarrassment was still an issue in Paris, there was also a more defiant attitude. "It was more, 'well, people have a problem if they can't deal with me having a bit of scalp psoriasis'," Clare reports.

The standout imagery in the CAN Advertising nomination shows an anguished woman with dozens of hands clawing at her scalp, something that really conveys some of the discomfort of the condition. CAN retained strong creative control throughout to ensure the campaign fully communicated the experience of patients. "We went back to the very beginning, making sure that we sourced the right models, and getting their expressions right, so that the images that were shocking but showed that we really understood the condition. Because of that, the campaign is very hard-hitting and provokes a response".

CAN Advertising's involvement wasn't limited to the creative side. They also led the campaign delivery, from developing marketing tools to offering workshops for LEO Pharma's product managers. Clare explains, "we contacted every product manager involved in launching and marketing Xamiol, and involved them through questionnaires. We included as many people as we could. We had the key markets like France, the UK, and the US, and also involved those with less experience, like the smaller markets out in Southeast Asia, who are more likely to take up every piece of information and help they can.

It is very, very tricky to meet everybody's expectations, that's why we tried to manage that whole process

"We presented the campaign, and all the materials, through a day of workshops to the entire LEO dermatology marketing team, in Copenhagen a year ago. We presented and ran the sessions for them for over 100 marketing managers and product managers."

"It is very, very tricky to meet everybody's expectations," Lisa says, "and that's why we tried to manage that whole process, to ensure that people did receive the imagery well, that they were actually going to use it and it wasn't going to be something they were stuck with rather than something they wanted to use. We certainly got a really positive reaction!" The dermatology marketing team responded to CAN Advertising's work in the best possible way, with a spontaneous round of applause.

CAN Advertising are understandably thrilled about their Advertising Award nomination. "We're really proud and we're really, really excited! It finishes up a great campaign for us, because we love it - we love the imagery, and we're really proud to be nominated."

With thanks to Lisa Dodd and Clare Chamberlain of CAN Advertising. Like CAN Advertising on Facebook for more information.

"It’s about making impact and using creativity to capture people’s attention"

2012-01-16T15:24:00Z

The 2011 Advertising Awards finalist list features five names making their Awards debut: CAN Advertising, eBee Health, inventive Health Communications, Lime and OPEN Health. Lime has received its first nomination in the Detailing Aid (Craft) category for their work on Zineryt for Astellas. We spoke to owner Alex Fone about the agency, the industry and Lime's nominated campaign.

Launched by Alex and Kelly Underwood-Fone in October 2008, Lime now employs seven full-time staff working with seven client companies across a number of brands. The agency delivers work on a wide range of projects, from website design and iPad apps to video-based projects. Lime’s structure, Alex claims, allows them to remain flexible and responsive in the current fluctuating market, and with a broad skillset they appear to be enjoying the shakeup that digital's giving the pharmaceutical marketing world.

You need to make sure you know why you're using a form of communication - otherwise it’s just a big waste of money

"We’re doing more and more projects that deliver digitally and I predict we won’t be doing anything with paper in a few years’ time. One interesting thing will be what happens to the role of the medical representative in the coming years, how that will change or if it will even disappear entirely. There are now a number of innovative, more cost-effective, ways to with connect with doctors without needing to have somebody knocking on doors."

But as doctors increasingly adopt digital technologies like the iPad, Alex is acutely aware of the key role of human interaction. "A lot of doctors like to have a bit of cut’n’thrust and debate with reps - a lot of doctors admit that’s still one of their top sources of new information and they like to talk to another human being. I don’t think that should be underestimated."

The key to making digital work for the audience will be in making information easy to find and to really understand why you’re using chosen communication channels. "You need to make sure you understand what relevance and value it’s going to have in order to make it useful. Otherwise it’s just a big waste of money."

It’s about making impact and using creativity to try and capture people’s attention

Lime’s finalist in the 2011 PM Society Advertising Awards, the Zineryt detail aid for Astellas, is their first Awards finalist and pitches Zineryt as an acne-defeating hero. So how did Lime arrive at their solution to the creative brief?

Lime knew that Zineryt’s target market is promotionally responsive, "if you go out there and talk to doctors and hit them with the relevant message frequently enough then they respond to that." However, in a market where the differences between products mean little to doctors or patients, the message may not have been hitting its target: Zineryt was "a little bit anonymous". Memorable branding was vital.

"It’s not a product you can differentiate in a classic marketing sense. It’s more about making impact and using creativity to try and capture people’s attention and imagination and leave them with a positive attitude." To do this, Lime chose to step away from the traditional imagery. In a market saturated with teenagers they made the condition, not the patient, the star. "It was about focussing the doctor’s mind on acne. Whenever they see acne or think acne, the answer is Zineryt".

Feedback for the campaign, which launched in June 2011, has been positive, according to Alex. "One of the really pleasing things in the research was that there wasn’t a single parameter that didn’t score 50% or more positive response from GPs in terms of the campaign," and there’s scope for more, with Lime looking at ways in which the campaign can be further developed.

It’s nice to get that creative recognition and for the client to know that their trust in what we’re doing is paying off

The Advertising Awards nomination means a lot to Lime, "it’s our first campaign that’s been worthy or judged worthy by our creative peers in terms being judged as a finalist in the Awards, and as an agency it’s an incredibly positive thing. It’s nice to get that creative recognition and for the client to know that their trust in what we’re doing as an agency is paying off."

With thanks to Alex Fone and Lime. Follow Lime on Twitter.

Welcome to the PM Society blog

2012-01-10T13:00:00Z

While 2011 technically ended a week ago, for the PM Society the year doesn't end until the Advertising Award winners have been crowned.

In the build-up to the 2011 Advertising Awards, to be held on Friday 27th Jaunary at Grosvenor House Hotel, London, we'll use this space to take a closer look at some the year's pharmaceutical marketing highlights. We'll be hearing from some Award finalists to discover a bit more about their entries, find out a bit of behind-the-scenes gossip from judges and organisers, and hear your take on the industry's most memorable work.

Get involved!

We're eager to hear from everyone involved in the industry and welcome your responses through Twitter - you can send us a message @pmsociety - Facebook and email. We're not able to accept comments directly on articles at present, but this is purely the result of time constraints and software limitations and not in any way intended to limit discussion.

If you're tweeting about the Advertising Awards, include the hashtag #adawards as we'll use that to display Tweets later this month.

About us

This blog is written and managed by the PM Society's web editor, Sarah Barrie, who can be contacted via any of the channels listed above. If you want to speak to the PM Society about anything non-blog-related, including membership and events, please call the office on 01403 264898 or email Vivien Bennett on vivien@pmsociety.org.uk

Announcing the PM Society Advertising Awards 2011 Finalists

2012-01-09T17:59:00Z

2011 ended on a high with the announcement of the finalists for January’s Pharmaceutical Marketing Society Advertising Awards.

23 agencies have been named in the shortlist, representing work for 35 pharma companies. It has been a good year for established names, with multiple nominations for Langland, Woolley Pau Gyro, and Swordfish Advertising, as well as for newcomers, with OPENHealth, eBee, Lime Advertising, inventive Health Communications and CAN Advertising shortlisted for the first time.

The winners will be announced at our showcase ceremony on Friday 27th January 2012. A limited number of tickets to the event remain on sale, exclusively available to PM Society members, so be sure to book your places at this key event in the pharmaceutical marketing calendar!

The full shortlist
(in alphabetical order):

AGENCIES	PHARMA COMPANIES
CAN Advertising Creative Lynx DDB Remedy eBee Health Euro RSCG Life Euro RSCG Life Medicom Halesway inVentiv Health Communications Langland Life Healthcare Communications Lime Advertising MJL Advertising nitrogen OPEN Health PAN Advertising Publicis Life Brands Resolute Pulsar Healthcare Saatchi & Saatchi Health Swordfish Advertising TBWA Paling Walters Torre Lazur McCann VCCP Health Woolley Pau Gyro	Abbott Almirall Astellas AstraZeneca Baxter Healthcare Bayer HealthCare Biogen IDEC Bliss Chiesi Crucell UK Dermal Laboratories Eisai Forest Laboratories Galderma Gilead GlaxoSmithKline Icon Janssen	LEO Pharma McNeil MEDA Pharmaceuticals Merz MSD Mundipharma Napp Pharmaceuticals Orion Pharma Pfizer Reckitt Benckiser Roche Sandoz sanofi aventis Shire Smith & Nephew Takeda Teva UK Ltd

Thanks to the 2011 Advertising Award sponsors

2012-01-08T20:31:00Z

The PM Society is extremely grateful to our Advertsign Awards sponsors for their help and supoport with the event.