How much do Inspirato memberships cost
> Pharma marketing in all its facets - established as an industry get-together with more than 120 participants
> Patient first, 360 degree communication and big data as key factors for successful brand management
> Winner of the inspirato Pharma Marketing Awards: Bionorica, Sinupret, Voltaren Pain Gel Forte
In the exclusive and summery ambience of Villa Kennedy in Frankfurt, on June 2nd and 3rd, 2014 the inspirato industry get-together “Pharma Marketing” took place for the second time. More than 120 managing directors and marketing directors of pharmaceutical manufacturers and their service providers went "In Search of Excellence" and were inspired by keynotes and numerous best practices. Trend expert Antje Schünemann led through the event with her competent and charming moderation.
Impulses, insights and innovations - trends and drivers in the dynamic pharmaceutical industry in 2014
The presentations in the morning of the first day emphasized the growing importance of “Consumer / Patient First”. "Patients have to be treated more as people and customers - not as cases with an indication or number", demanded Felix Stöckle, partner of Prophet. Marc Smaluhn from Research Now presented shopper insights, gained from digital and mobile market research, and also went into legal aspects and best practices more digitally
Jan Fischer, managing director of innosabi, vividly presented how consumers can be more actively involved in the innovation process. While co-creation and open innovation have long been used in the FMCG area, the OTC industry is still reluctant to adopt these concepts, which is primarily due to the market conditions and regulations in the pharmaceutical market.
In particular for incremental innovations, this consumer-based approach has potential for the healthcare sector.
Numerous practical examples of brand positioning par excellence
Even with a small marketing budget, you can achieve a lot if you set the focus correctly. Wolfgang Pachali, member of the board of the GWA (General Association of Communication Agencies) & Managing Director of WEFRA advertising agency Frankfurt, clearly demonstrated what brand communication is successful, pioneering and successful today using Pflüger's customer case
forward-looking. In two further practical reports, experts from Dr. Loges and Engelhard presented their concepts for success and answered numerous questions from the audience.
Rethinking at the point of sale
Julie Strobach, managing partner of EXTRAVERT Coach, highlighted the importance of advisory and sales skills in the stationary pharmacy, while Prof. Dr. Christian Franken, Chief Pharmaceutical Officer at the DocMorris mail order pharmacy, presented an innovative project with Telekom: online advice in video chat. The bottom line: The advice of tomorrow takes place flexibly and everywhere.
Health meets sport: broad-based advertising for health products
In keeping with the theme of the 2014 sports year, the presentations by Zächel AG and Johnson & Johnson were devoted to football and the “point of emotion” at sports events. Werner Nuxoll, Maike Sternal and Monika May-Zickuhr from Johnson & Johnson presented OTC sport sponsoring using the example of the 2014 FIFA World Cup - used as a frequency generator for the pharmacy as well as an emotional means in customer communication. The live musical performance of the 8-piece samba band rounded off the colorful contribution and served as the perfect prelude to the award cocktail that followed.
Cross-media marketing mix as a formula for success
The view of the customer has long since taken place 360 degrees and should accordingly also use various communication channels, ideally 365 days around the clock. The start on the 2nd day of the conference was made by Dr. York Fanger and Illuminated Real Life Testimonials as an Opportunity for Pharma Communication.
Jens Neuhoff from Danone Medical Nutricia and Tino Niggemeier from xeomed then showed how Neocate addressed target groups online and how web visitors ultimately became customers.
For the first time, three interactive worklabs enriched the morning, in which the conference participants could inform and exchange information on the topics of social CRM, digital video platforms and legal aspects of health-related statements.
Big data as a future trend to watch
Like no other topic, big data ran through the 1.5 days of the conference as a red thread and is both an opportunity and a challenge. The trick is to prepare the data in such a way that added value is created for the customer - because only then is he willing to provide it voluntarily. Julius van de Laar, strategy and campaign advisor on Barack Obama's campaign team, among others,
presented his keynote at the award ceremony on the first day under the three key words “digital storytelling, data and interpretive sovereignty” and gave deep insights into the US election campaigns, which subsequently caused a lot of discussion among the participants. At the end of the conference, Thomas Dapp, Economist at Deutsche Bank Research, analyzed the economic value of data and at the same time warned of the associated dangers. “Food for thought” at the end of the industry get-together, which started with lunch at
Villa Kennedy courtyard ended.
In addition to the know-how transfer by proven experts and best practices, the inspirato industry get-together, as always, focused on networking and exchanging experiences in a relaxed atmosphere. Therefore, a speed dating took place during the first lunch break, which was very well received by the participants and new contacts were made in a very short time
brought. In the Networking Area as an accompanying trade exhibition, 11 exhibitors and partners, more than tripling the number at the event premiere in 2013, presented their concepts and tools and thus came into contact with the conference participants at ease. A highlight at the end of the first day was certainly the after show party in the atmospheric courtyard of the Villa Kennedy with summer temperatures and Brazilian delights. A relaxed opportunity to maintain contacts and expand your own network!
Presentation of the inspirato Pharma Marketing Award
As part of the top-class and multi-faceted management conference
was the first time the inspirato Pharma Marketing Award was made in three categories
solemnly presented. The award recognizes the best companies, brands and
New product launches in 2013 in the OTC market.
In addition to the sales development according to Nielsen sales figures 2013 vs. 2012
A survey of 128 pharmacists and the opinion of a nine-person jury of experts were included in the choice of the 3 winners. The top-class jury included the following
Industry experts, agency and media representatives to: Katja Anette Brandt (Vice), Joss Hertle (Google), Patrick Hollstein (Adhoc Pharmacy), Dominik Klahn (LINDA), Joachim Neukam (GlaxoSmithKline), Wolfgang Pachali (Wefra / GWA), Jörg Pretzel (GS1) as well as Bernd Wilhelm (Nielsen) and Tobias Brodtkorb (SEMPORA Consulting).
The 2014 award winners are:
OTC company of the year
1. Bionorica AG
2. Boehringer Ingelheim Pharma GmbH & Co. KG
3. Novartis AG
OTC brand of the year
1. Sinupret (Bionorcia AG)
2. Regaine (Johnson & Johnson GmbH)
3. Anti-hum (Hermes Arzneimittel GmbH)
OTC launch of the year
1. Voltaren Forte Pain Gel (Novartis GmbH)
2. Bepanthen scar gel (Bayer Vital GmbH)
3. Vaprino (Boehringer Ingelheim Pharma GmbH & Co. KG)
“The inspirato Pharma Marketing Award has established itself in the market and is already arousing desires in the industry. We will be watching with excitement who will set the tone in the OTC market this year in order to celebrate these players again at the 3rd Pharma Marketing Conference in 2015. In the 21st century, both innovations and sustainable success are crucial currencies - we want to honor this with the inspirato Pharma Marketing Award, ”says Franziska Thiele, business division manager of inspirato.
One thing is already certain: the best players in the industry will also be honored with the inspirato Pharma Marketing Award in 2015.
Detailed information on the conference and award can be found at:
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