Nitro Digital» EyeForPharma

My Internship at Nitro Digital so far…

Zsofia — Thu, 10 Mar 2011 16:06:08 +0000

It is Thursday and I have been interning at Nitro for almost two weeks, so it is time for my first blog post!

The past week has been a fun, exciting and busy one, and I can honestly say that I have enjoyed every minute of it.

When I first arrived at Nitro’s vibrant Piccadilly office, I was welcomed by a friendly team who made me feel at ease from the moment I walked through the door. This however came as no surprise – Nitro is the first, and probably the last, company that will offer me ice-cream at my job interview!

With some of the team attending the eyeforpharma eMarketing conference in Munich, I was quickly given the opportunity to get involved and make a real contribution to Nitro’s work. Over the course of the week, I had the chance to work on a number of exciting projects across a variety of industry sectors ranging from finance and computing to health-foods and gambling. So far, my experience has been that working at Nitro offers a truly varied role where one minute you could be researching the latest pharmaceutical technologies and the next you are working on a poker marketing campaign.

Despite only being at the company for a short period of time, it is already clear that Nitro strikes the perfect balance between having a professional yet sociable working environment. Nitro’s fast-paced work culture ensures that there is never a dull moment and each day brings new challenges and intrigues. Time has flown by and I can genuinely say that working at Nitro has already been an extremely valuable experience.

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Eyeforpharma Post 2.0

Andy Stafford — Thu, 25 Mar 2010 12:21:14 +0000

It’s a month since Eyeforpharma and two weeks since I uploaded a survey for participant feedback- and the results are in. I can’t claim that 100% of attendees answered the survey because I would be lying, but a large enough number to warrant some thought and discussion did. Thank you so much to those sharers!

I’ll run through the percentages with a little commentary. If you’re not interested in being teased with a ‘slow reveal’ though just click down to the bottom of the posting for a table of the results.

100% did you enjoy Eyeforpharma (#efp) 2010!

That’s excellent news so well done to Jon Gwillim for organising such as resoundingly successful event, and to everyone else for contributing to discussion. No debate on that one then.

53% did learn about new marketing channels previously not considered

This was not an area for prevarication as the remaining 47% felt that there was nothing new on show. I’m not sure whether the lack of European case studies on show was to blame but I felt that there was a change, but maybe not in the content.

86% would consider new ways to engage with healthcare professionals and patients

That is a whopping 86% of you from where I am sitting! Okay, you’ve only committed to ‘considering’ new ways but that’s considerably better than dismissing innovative digital media (smart move ). The question did lump healthcare professionals with patients, but both have their complications. Where respective country code impedes outright patient communications (rightly so), perceptions of doctors entrenched in traditional communication channels is equally challenging to the mind of the marketer.

33% had fears of using social media channels as a means for engagement eased

27% are undecided and 40% felt that it did not help instil confidence. This is where we get to the nub of the problem. Without great European case studies there will be less confidence in executing campaigns which are not typical one way communication strategies. If there isn’t a medical legal precedent in Europe let alone the operating country relevant to the marketer it makes the process of setting up a project a much harder one.

Great case studies are coming though, though small at the moment, confidence is growing in how to use social platforms within regulations and effectively. There is a mass of research and data coming through that demonstrate relevance and the value to the pharma industry.

73% of you will be attending further digital marketing events as a result of this one!!

I don’t know whether that is truly 73% who will be attending as a result of this one, or whether that most were intending to go anyway. Still, if we take the result literally I suggest to me that Eyeforpharma sparked a surge of interest in digital marketing for pharmaceutical marketing professionals which is great news. It certainly corroborates the research that suggests that increasing amounts of spending will be committed to it over the coming year to 18 months.

So, how will the industry embrace the social web? How will patients and HCPs perceive their involvement? As an intrusion or as a welcome participant? Like any social media project implemented by a business it will depend on the people in question, the objectives of the marketing campaign, the strategy and the how the tactics are executed. It will require understanding and commitment from marketing and comm’s departments who will see much of the new activity –such as moderation- as extra work that they don’t have resource for. It’s an interesting area for discussion and I’ll be returning to it in my next post.

Graph displaying responses to 5 Questions posed to marketers at Eyeforpharma

The table of results including full ‘questions’; follow up to Eyeforpharma

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Follow up to EyeforPharma

Andy Stafford — Thu, 11 Mar 2010 10:52:41 +0000

I’ve been back in the UK for a week now after a very busy and enjoyable two days in Berlin for the EyeforPharma (Twitter hashtag #efp) e-marketing conference. I was representing Nitro Digital so on duty at our stand, but fortunate enough to catch all the talks given by the brave souls willing to talk to the amassed crowd of 200 or so delegates.

I was impressed with the standard of the speeches, but overall I don’t think that the content was a massive departure from the previous year. The tone and enthusiasm from the speakers and those in the audience however, was different. What was interesting for me was that although this was about digital marketing everything seemed to come back to social media, or web2.0 (they’re catch-all phrases really). However, some of the more easily achieved digital marketing tactics are still not really embraced by pharma. It almost feels like a case of trying to run before you being able to walk.

To market around the ‘code’ restrictions using search engine marketing is much, much easier than using social media. Jonathan Richman recently made the case for email marketing in his excellent ‘Dose of Digital’, but I think ‘search’, both natural and paid, in the UK is even better. Build it and they will not come, but sign-post it to them in search engines and they will. The result? Bucket loads of relevant traffic. The hard part is in then providing quality content and engagement, but that’s a whole other issue (and a bit social).

I’m not knocking enthusiasm for social media. Not a bit of it, I love its potential for changing the landscape for communications, but specifically for HCP comm’s and ultimately patient care. It’s a shift for one to one communications, so it’s really important that people understand it and embrace it.

So, what I’d like to know from anyone at the #efp conference is, did the talks or any of the resulting discussion change anyone’s perception of social media in healthcare?

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Wir sind wieder zurück von der EyeforPharma 2010, „the 5th Annual eMarketing Europe“ Messe in Berlin

Maggie Meleszczuk — Tue, 09 Mar 2010 18:00:05 +0000

Ich muss sagen, die Vorbereitungsphase für die diesjährige „EyeforPharma, 5th annual eMarketing Europe” Konferenz in Berlin war wirklich anstrengend. Aber es hat sich ausgezahlt und wir haben es geschafft, pünktlich am 2. März mit unserem XXL Messe Stand in Berlin zu sein (Vielen Dank noch einmal an Kezia, für all die Mühe unseren Stand zu entwerfen).

EyeforPharma Berlin 2010

Die zwei tätige Konferenz war ein voller Erfolg, nicht nur für die Redner, aber auch für uns als Aussteller. Wir hatten die Freude mit vielen interessanten Fachleuten aus der Pharma Industrie zu sprechen. Darüberhinaus haben wir ‚alte‘ Freunde und Bekannte getroffen und über die Komplexität digitaler Lösungen für die Pharma Industrie diskutiert und wir haben natürlich die Vorträge sehr genossen. ~~Manchmal fühle ich mich wie damals in einer Vorlesung~~

Ich kann sagen, dass mich alle Vortrage überzeugt haben, jedoch habe ich mit besonderer Aufmerksamkeit zweit der Vorträge verfolgt, die sehr viele Fakten und Daten präsentiert haben. Zum einen der Vortag von Meredith Abreu Ressi, VP research bei Manhattan Research und zum anderen der von Jens Monsees, Industry Head bei Google.

Von Meredith haben wir gelernt, dass

• 82% aller Surfer aus Grossbritannien und Deutschland bereits nach einem Gesundheit-bezogenem Schlagwort im Internet gesucht haben
• Innerhalb der EU 74% aller Heilberufler nach professionellen Informationen zum Thema “Gesundheit” suchen
• 1/3 dieser Online Medien wöchentlich nutzen , um Gesungheit-bezogene Informationen zu finden
• Darüberhinaus ist Facebook eine der am häufigsten besuchten Online Plattformen um Gesundheit-bezogene Informationen zu finden

Auch Jens hat uns mit seinen Statistiken überzeugt:

• Jede Sekunde wird bei der Google-Suche ein Gesunheit-bezogenes Stichwort eingegeben
• 87% aller US Mediziner und 65% aller erwachsenen Personen in den USA nutzen die Google Suche, um an Gesungheit-bezogene Informationen zu gelangen
• Es gibt 4,6 Milliarden Suchanfragen für Gesundheit-bezogene Stichwörter
• Die Anzahl der Suchanfragen in Suchmaschinen hat sich zwischen den Jahren 2004 – 2010 verdoppelt

Ich würde sagen, dass diese Fakten für sich sprechen, warum es für Pharma Unternehmen immer wichtiger wird, sich dem E-Marketing zuzuwenden und vorallem sich auf socialen Online Plattformen mit Patienten und Heilberuflern zu angagieren und diese auf diesem Wege mit Informationen zu versorgen. In diesem Zusammenhang würden auch unzählige Fragen gestellt, wie z.B., „Können Pharma Unternehmen es tun“ und „ Wie können sie es machen“? Diese Art von Fragen zu beantworten stellte auch eine Herausforderung für die Panel-Teilnehmer dar, die zum Thema „working with the regulators“, debattiert haben: Len Starnes, Head of Digital Marketing and Sales bei Bayer Schering, Ina vom Feld, Partner bei Bird and Bird, Heather Simmonds, Director bei Prescription Medicines Code of Practice Authority, Pete West, Marketing Director bei Wyeth/Pfizer and Silja Chouquet, CEO bei whydot.com.

Der Fakt ist, dass Web 2.0 etwas anderes für die Pharma Industrie bedeutet, als für andere Industriebereiche, wie es auch Aaron Uydess, Senior Global Project Manager bei Novo Nordisk darlegte; die Pharma Industries ist eine der am stärksten regulierten Industrien und in den meisten Fällen ist eine direkte Interaktion mit Patienten nicht erlaubt. Weiterhin erklärte Aaron, dass Unternehmen immer noch in der Bringschuld stehen, Patienten zu informieren; dieses kann mit Hilfe von Medizinern bzw. der eigenen Unternehmens-Website erfolgen. Darüberhinaus ist es auch wichtig, dass Pharma Unternehmen ihre Website Inhalte und Videos interaktiv und mobil den Nutzern anbieten, so dass z.B. Mediziner einfach und bequem diese in eigene Blogs bzw. Websites einbinden können.
In diesem Zusammenhang, führte Aaron als ein gutes Beispiel die Novomedlink Webseit an.

Pete West, Senior Marketing Director bei Wyeth/Pfizer fügte noch hinzu, dass man immer die folgenden 3 Online Gesetze befolgen sollte:

• Sei da
• Sei auffindbar
• Sei relevant

Wenn wir Ihr Interesse geweckt haben und Sie nach ähnlichen Ideen, Strategien und Taktiken für Ihr Unternehmen auf der Suche sind, kontaktieren Sie uns einfach!

Wie man meinem vorangegangenem Blogeintrag entnehmen kann, haben wir auf der Konferenz eine Wii und das dazugehörige Mario Kart Spiel verschenkt. Der Spiel-Teilnehmer mit den meisten Punkten hat gewonnen. Ich muss sagen dass die Frauen ein wenig bei diesem Spiel versagt haben, mich eingeschlossen. Ich bin leider ohne es zu merken in die falsche Richtung gefahren

So der glückliche Gwinner ist Alex Butler. Herzlichen Glückwunsch Alex!

Ich freue mich schon auf die kommende eMarketing Europe Konferenz in 2011 und bis schon gespannt, wie sich die Pharma Industrie in diesem Jahr verändern wird… Bis bald!

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We are back from EyeforPharma 2010, the 5th Annual eMarketing Europe event in Berlin

Maggie Meleszczuk — Tue, 09 Mar 2010 14:15:47 +0000

We are back from EyeforPharma 2010, the 5th Annual eMarketing Europe event in Berlin
Following our preparations that were long and sometimes exhausting, we finally arrived at the EyeforPharma 5th annual eMarketing Europe conference in Berlin on the 2nd March 2010 with our XXL pop up stand (thank you Kezia for your effort in designing this giant).

EyeforPharma Berlin 2010

The two day conference was a raging success, not only for the speakers, but also for us as exhibitors. We got the chance to talk to many interesting & inspiring people from the healthcare industry. We met ‘old’ friends and peers with whom we exchanged ideas and thoughts on the complexity of digital marketing solutions for the pharma industry and heard a lot of really interesting speeches. ~~I sometimes felt like I was attending a lecture, but in a good way~~ .

I really enjoyed all of the speeches but in particular two speakers, Meredith Abreu Ressi, VP research at Manhattan Research and Jens Monsees, Industry Head at Google who provided us with interesting first-hand ‘Health 2.0’ facts and statistics.

We learnt from Meredith:

• 82% online consumers from the UK and Germany are using the Internet to search for health related issues
• Within the EU, 74% of all HCPs use online sources for professional information and
• 1/3 of those physicians use online media weekly for health related research
• Furthermore, Facebook is one of the most visited Social Networks for health related issues

Also Jens provided us with some interesting information, namely:

• Every second, Google records 104 healthcare queries (more than any other queries)
• 87% of all US physicians and 65% of all adults living in the US are using Google for health related search
• There are 4.6 billion searches for health related keywords
• The number of search engine users doubled between 2004 and 2010

These facts demonstrate why pharma companies should utilise efficient pharmaceutical e-marketing and moreover engage and educate patients online. In this context, the most frequently asked questions were, ‘can pharma companies do it’ and ‘how can they do it’? These challenges were extensively discussed at the panel ‘working with the regulators’ with Len Starnes, Head of Digital Marketing and Sales at Bayer Schering, Ina vom Feld, Partner at Bird and Bird, Heather Simmonds, Director at Prescription Medicines Code of Practice Authority, Pete West, Marketing Director at Wyeth/Pfizer and Silja Chouquet, CEO at whydot.com.

The fact is that Web 2.0 means something different to pharma than it does in other industries, as Aaron Uydess, Senior Global Project Manager at Novo Nordisk explained, the pharma industry is highly regulated and in most cases direct interaction with patients is prohibited. According to Aaron there is still a real need for patient education through HCPs and via the company website, furthermore it is important to make content on the company’s’ website sharable and mobile for doctors, so they can easily publish videos and content on their own blogs and websites. In this context Aaron quoted the Novomedlink website as a best practice example.

And as Pete West, Senior Marketing Director at Wyeth/Pfizer stated, you must remember the three ‘BEs’

• Be there
• Be found
• Be relevant

If you are interested in this topic and would like to discuss and get ideas for your company or brand, just get in touch with us!

As I mentioned in my earlier blog post, all conference attendees had the chance of winning a Wii and a Mario Kart game by competing against each other. And I must admit that the ladies failed at this game, I even drove in the wrong direction without noticing it

Mario Kart Wii Game

So the lucky winner was Alex Butler. Well done Alex!

I am already looking forward to the 6th Annual eMarketing Europe conference and am curious how the healthcare industry will change over one year… See you there!

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EyeForPharma – Nitro Digital auf der „eMarketing Europe 2010“, der größten Europäischen Messe für digitale Lösungen für die Pharmabranche in Berlin

Maggie Meleszczuk — Thu, 25 Feb 2010 09:51:16 +0000

Am 3. und 4. März findet in Berlin (im Hilton Berlin Hotel) die Pharma E-Marketing Konferenz statt ‚the 5th Annual eMarketing Europe 2010‘ – Marketing-Entscheider aus ganz Europa werden zusammen mit führenden Experten uber digitale Losungen für die Pharma Industrie diskutieren. Auch in diesem Jahr laden die Veranstalter hochkarätige Sprecher aus führenden Unternehmen ein: unter anderem Irina Osoyska, E-Marketing Manager bei Janssen-Cilag, Aaron Uydess, Senior Global Project Manager bei Novo Nordisk, Jens Krause, E-Business Advisor bei Novartis, und Garret Dalton, Global Head eMarketing Services bei Roche.

Renommierte Medienpartner wie Google, doctors.net.uk, Ogilvy Healthworld und natürlich Nitro Digital unterstützen die Veranstaltung.

Bereits in früheren Jahren bot EyeForPharma allen, die sich für das Thema E-Marketing interessieren, eine fantastische Möglichkeit, sich zu vernetzen und Erfahrungen auszutauschen. Weil unsere Leidenschaft Pharma und E-Marketing gilt, freuen wir uns immer über diese jährliche Konferenz und die Chance Gleichgesinnte und ‚alte‘ Freunden zu treffen und über die neusten digitalen Lösungen zu diskutieren.

In diesem Jahr nimmt das Team von Nitro Digital an der Konferenz mit einem eigenen Messestand teil. Wir befinden uns derzeit in der letzten Vorbereitungsphase und arbeiten Tag und Nacht an unserem neuen Website Design. ~~Daumen drücken, dass unsere Banner es rechzeitig nach Berlin schaffen~~. Eines kann bereits verraten werden, wir verlosen eine Nintendo Wii sowie ein dazugehöriges ‘Super Mario Kart’ Spiel an einen der Teilnehmer – Kommt einfach zu uns an den Stand und versucht euer Glück!

Für mich heißt es auch, dass ich wieder mein Heimatland besuchen kann und obwohl ich nicht aus Berlin stamme, freue ich mich schon sehr auf die Hauptstadt.

Wir freuen uns schon euch alle auf der Konferenz zu sehen.

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EyeForPharma – Nitro Digital is attending Europe’s largest pharma eMarketing summit in Berlin

Maggie Meleszczuk — Wed, 24 Feb 2010 11:46:11 +0000

Europe’s largest Pharma eMarketing summit ‘the 5th Annual eMarketing Europe 2010’ will be held in Berlin @ the Hilton Berlin hotel on the 3rd and 4th March, 2010. European Pharma marketing and communication executives will come together with leading experts to discuss new developments in digital and determine their relevance to the pharmaceutical industry. The organiser has invited high profile speakers to the event, including Irina Osoyska, e-marketing manager at Janssen-Cilag, Aaron Uydess, Senior Global Project Manager at Novo Nordisk, Jens Krause, E-Business Advisor at Novartis, and Garret Dalton, Global Head eMarketing services at Roche.

Top-notch media partners such as Google, doctors.net.uk, Ogilvy Healthworld and of course Nitro Digital will also be on hand to support the event.
Previous events have already proven that the two day conference is an excellent opportunity for everyone interested in eMarketing and the pharma industry to mingle and share knowledge. Being passionate about pharma and digital marketing, we always look forward to this annual event so as to catch up with peers and ‘old’ friends. Discussing the latest technologies and how they can be applied to pharma helps create real value for all stakeholders.

This year the Nitro Digital team will attend the conference with our own stand. We are in our last phase of preparation and working on our new website design. ~~Fingers crossed, our pop up stand will be finished in time for Berlin~~. We can already reveal that everyone in attendance has the chance to win a Nintendo Wii and the extremely playable ‘Super Mario Kart’ game – Just visit us at our stand and rise to the challenge!

Attending the conference also means I get to go back to my home country for a few days and although I’m from Hamburg, I’m looking forward to enjoy the capital.

We’re looking forward to meeting you soon.

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