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Objective: Serono is the market leader in the field of reproductive medicine. With products such as Gonal-f®, a recombinant FSH to stimulate egg cells, Luveris®, Cetrotide®, Ovitrelle®, and Crinone®, Serono offers reproductive clinics and gynecologists various means of helping childless women fulfill their desire. Our task is to secure and expand Serono’s leading position.
Solution: With a key visual concept in a new communicative direction, by advertising and direct-to-patient-measures, with helpful tools for representatives, by congresses and symposia, both the impact and sympathy value could be considerably enhanced. The re-launch of the product range and the launch of the Gonal-f® Pens, a ready-to-use syringe, followed targeted communication measures for different features of the product, the care of the patient portal Fertinet and – depending on the pitch – the re-launch of the worldwide internet presence.
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Question: How can the image of pharmaceutical companies be improved in the eye of the public?
Answer: Visit the campaign website of the VfA www.die-forschenden-pharma-unternehmen.de
Around 14.000 players downloaded their virtual office at the pharma research company Mediforsch and led the development of a new medicine.
They experienced how costly and lengthy this process is, how many hurdles have to be cleared and how many setbacks endured. The game, which is backed by the German Federal Minister of Education, has proven effective in changing the attitude of many participants to the pharmaceutical industry.
The game ran over 12 months, each month in a new medical indication.
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Objective: In collaboration with the studies department of Novartis, a future-oriented platform in which all clinical studies can be managed should be developed from an existing MS Access program.
Solution: In several steps, a platform was created that integrated and coupled the existing data with existing systems. By prototyping within the framework of an RUP (rational unified process) based project, a user-interface was created meeting the precise requirements of the customer. Using modern technologies, it was possible to replace the accustomed MS Access with the intranet program, within which users can access reports and accounts as Excel files or as PDF files. Through the connection to the existing international studies database, it is possible for users to complete the internal process in TANIA without entering data twice.
Applied technique: Sun Solaris 5.8, BEA Weblogic 8.1, Oracle 9i, Apache Cocoon, FOP, MyFaces, interne Novartis APIs (eBBe, PMP-II)
Applied technologies: UML, MDA, J2EE, EJB CMP, EJB SLSB, CForms, JSF, AJAX, XML / XSL, XSL-FO
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Objective: New concept of an internet advanced education platform, in which E-Learning-modules targeted at international medical groups are offered, and which also provide the announcements and details of appropriate conferences and events.
Solution: An attractive screen design and an intuitive user interface; creation of a barrier free platform with JuwiMacMillan’s own content management system ConQuest (link to ConQuest).
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Objective: With Eligard® in 2004, Yamanouchi (today Astellas) are bringing an LHRH-Agonisten with new Galenik and real blockbuster-potential. The Juwi MacMillan pitch resulted in the company being awarded the contract for the branding, package design, all communication requirements and for the ongoing campaign. In addition, the campaign is to be adapted for pan-European use. After the takeover of Astellas by Yamanouchi and the change of corporate brand, Juwi MacMIllan was entrusted with the re-launch of Eligard®.
Solution: Juwi MacMillan developed an all-of-a-piece “starter set" that comprised the product brand, packaging, patient information and international Brand Manual, including the introductory campaign with mailings, adverts and reps’ folders. The market success quickly exceeded all expectations. Today, communication of the benefits is foremost, with the help of representatives’ materials and E-learning-projects.
Objective: The global marketing team at Schering awarded the worldwide launch of Vasovist, the first of a new generation of contrast materials, to Juwi MacMIllan. Additionally, the group was entrusted with the re-launch of the liver contrast material Primovist® and for the design of the Schering stand at the European Congress of Radiology in Vienna.
Solution: Most of the specialized units of Juwi MacMillan Group were involved in the development and realization of this contract. An extensive package of measures emerged: advertising, product literature, E-Learning-module, an international Brand Manual, a photo-realistic 3D-game, etc., etc.
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Objective: STAAR-NET is a service and further education concept for specialized allergy and immunology doctors to enable structured collaboration between themselves and referring physicians.
Solution: The service was introduced to immunologists within the framework of refresher course events. All of the required instruments and materials necessary for a successful cooperation with referring doctors is contained within the service platform. Most of the required components, e.g. the development of the brand, the creation of the service- and CME-platforms and the events organization were realized from within the Juwi MacMillan group. Nevertheless, other specialized services were necessary for this project, requiring a very high degree of coordination, so ALK also awarded overall project management to Juwi MacMillan.
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Objective: The „Initiative Geriatric Hematology and Oncology“ pursues two important goals. Firstly, to promote greater awareness among specialists and public alike of the special demands in the treatment of older cancer patients. Secondly, to create a scientific data bank as the basis for the further development of guidelines and standards of treatment.
Solution: To focus on the treatment of older cancer patients, we realized a whole series of communication instruments, e.g. the internet portal www.in-gho.de, the online-academy with CME-certified E-learning modules and newsletters. To provide a database of guidelines and treatment standards, we developed the IN-GHO-Online patient index, advised by a scientific board.
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Objective: With Peaks & Valleys, the diabetology division of Eli Lilly has a successful event concept. This multi-stage series of events is to be transferred to the German market.
Solution: With the symposium “Take Control - Peaks & Valleys”, the Juwi MacMillan Medical Education Unit tee’d off this series of events with which Lilly Germany are setting new standards in advanced diabetes education. 24 regional organizations and numerous local events round off the series.
At the international event, participants get the latest knowledge at first hand. As “Take Control - Peaks & Valleys” is CME-certified, participating physicians can simultaneously gather valuable advanced education merits. Juwi MacMillan undertook both the scientific implementation and the coordination of advisors. A report on the symposium was also published in a supplement of the weekly German medical newspaper.
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Objective: Therapy decisions belong to everyday medical life. Some decisions are comprehensive, in part very long-range and can make the difference between life or death. Yet there is seldom enough time to evaluate the pros and cons of the various options and free oneself of old prejudices.
Solution: The software developed by Juwi MacMillan, Vivotum, is a decision generator that puts medical decision-making processes on a rational basis. The physician must first define the criteria which influence therapy decisions. Subsequently, she/he must weigh the different criteria relative to each other. At the end, she/he gets an overview of the results of the weightings. Thus, on the basis of Vivotum software, each step in the medical decision-making process can be summarized and streamlined, in the best sense of the word.
