m and c presentation
DESCRIPTION
New presentation by the M and C GroupTRANSCRIPT
14thh October 2010
MISSION STATEMENTThe M+C Group is committed to harnessing specialist knowledge, outstanding creativity to deliver
innovative solutions characterised by excellence and value.
Healthcare• How to optimally communicate key messages?• Marketing mix usually involves a range of different
marketing services• Advertising campaigns• Detailing tools• Digital media• Direct mail initiatives• Public relations• Meetings
Evolution of the M+C Group• Publishing – 1995• Detailing Materials – 1997• Creative – 2001• Public Relations – 2002 (but separate business)• Events – 2003
Recent Developments• Irish Press PLC investment – 2008• Development of digital division – 2009• Sale of publishing titles – 2010• Aquisition of Kanvas creative agency – 2010• Incorporation of First Medical Communications – 2010• HME-Kanvas joint Media venture – 2010
The M+C Group
• Now provides clients with pioneering, award-winning healthcare marketing and communications solutions across…
• Creative →• Public Relations →• Events →• Media Planning & Buying →• Emerging new platforms(digital)• Internal Communications
Knowledge Resource
• The best outcomes are reliant on an understanding of what motivates your customers’ actions and influences their behaviours
• Each of the M+C divisions represents a unique specialist resource within the Irish healthcare setting
• All our senior staff have three decades of award-winning service provision and in the healthcare setting
Strengths
• Strategic Marketing• Understanding • Creativity• Excellence• Innovation
Unlike many other agencies, where media is managed separately from creative, we believe in the benefits of integration.
Consequently, we created hme+kanvas to provide collective strength, strategic excellence and great value in these
demanding times
Best in class, joined-up thinking
This is powered by the integration of media thinking with creative strategy
Our aim is to deliver outstanding results to our clients through our unique combination of local media knowledge and international media expertise
Our Vision
50%50%
Strong in Irish media for 5 years
Established in Ireland more than 15 years ago...30+ years of UK and European media experience
hme+KANVAS: a joint venture
Our media clients in Ireland include…
• Established in major European Countries
Chris Goodey IrelandGuy Jeynes-Ellis UKMarcus Leimeister GermanyDamien Harnist FranceAilene Thiel SpainFabio Ferrara ItalyAndre Andrade PortugalRoland Teerenstra Holland
hmehme
hme
hme Ltd
hme gmbh
hme+KANVAS
The hme network
Media – moves upstream• It’s rapidly becoming a cliche, but nevertheless true – consumers are now
firmly in control of their media consumption• It’s more important than ever before that we have a strong insight into
consumer behaviour• But – these insights are no use if we can’t fully capitalise on them• Therefore we believe that media must move upstream in the
communication planning process By doing this, we give ourselves the opportunity
to become more strategic in our thinking
Understanding consumers
• Everything starts, and finishes, with the consumer. • In order to plan the best campaign for you, we want to
know what makes them tick; what are their media consumption habits – including digital media of course; what’s the trigger that will make them purchase your product?
• We glean the information from many sources: Your research; our research; industry research; talking to them!
hme+KANVAS negotiates with €2 million in Ireland• An expert negotiator and buyer, skilled in getting the most
from your budget. Money talks - big spenders get better deals
• hme+KANVAS are continually benchmarked by their clients. hme win MSD/Schering Legacy Brands in two way pitch. Rates were 13% cheaper on a like for like basis.
• In two other recent account wins hme+KANVAS rates were between 10% and 28% less for the following year on a like for like basis
Our Service CommitmentService• Creation and sharing of media planning• Drive consistent & quality servicing (best in class, best practice)• Reviews, results & recommendations (Minimum 2 per year)• Reporting rollout, ie. media plans and competitive (monthly &
quarterly rollup)• Training in media – media workshops
Productivity• Productivity tracking v Targets (£ and Quality), monthly v plan
Performance Review• Review execution. Rollout learning and deploy via media plans
BIGBIG
POWERFULPOWERFUL
• Leverage• Staff Skill & Knowledge pool
• Leverage• Staff Skill & Knowledge pool
• Prices• Positions
• Prices• Positions
EXPERIENCEDEXPERIENCED
• We know the media market• We know your market• We know your brands
• We know the media market• We know your market• We know your brands
First Medical Communications: Credentials
• Formed in 2002, FMC are Ireland’s only specialist healthcare communications company
• Worked with ten top pharmaceutical companies in Ireland and many consumer brands
• We’re the Irish affiliate of Chandler Chicco Companies (CCC) – the world’s largest independent healthcare public relations agency
First Medical Communications: Credentials
2009 Irish Healthcare AwardsWinner of the Best General Practice Project
Winner of the Best Educational Meeting
2009 Allianz Business to Arts AwardsWinner Best use of Creativity
2009 PRCA Awards for ExcellenceCommended in Best Consumer Healthcare category
2008 Irish Healthcare AwardsWinner of the Best Consumer Health Campaign
Winner of the Best Educational Meeting
2007 PRCA Awards for ExcellenceCommended in Best Consumer Healthcare category
2006 PRCA Awards for Excellence Winner of the Best Media Relations
Winner of the Best Charity /Not-for-Profit
Danone Activia• Challenge was to drive awareness
of acute digestive disorders • Explain how Activia can promote
better digestive health• Solution involved organising a
photo shoot and press release • Media event – press conference• Recruiting a prominent Irish
nutritionist, recognised TV celebrity and leading medical expert
Outcomes
• 70+ articles in national and regional press
• 17 radio interviews with nutritionist Paula Mee and Prof Eamonn Quigley of the World Gastroenterology Organisation
• Leverage awareness in the medical press for the first time of the science behind pro-biotic products
• Copy-write radio ads; interactive radio competitions
Sculptra • A digital strategy was central to the success
of this campaign • Invigorating awareness and use of the
Sculptra product one year on from its launch
• Both physician and consumer-directed activities
• PR campaign was linked to a new online fashion and beauty resource
• Advertorials in carefully selected publications leveraged celebrity endorsement and testimonials
• Driving public to online resource containing product information and clinic details
Outcomes• Extremely cost-effective• 3,000,000+ opportunities to see• High impact TV segment• Numerous complementary editorial
product references across a range of print outlets
• Thousands of website hits • Average visit lasted more than five
minutes.• Doctors also saw a huge increase in
Sculptra awareness• Sales increased in multiple terms
Alka-Seltzer ‘Oxegen Challenge’• Limited budget• A complementary online
competition & prize • Ask people to create a video
showing why they deserve to ‘Get Fizzical at Oxygen’
• Linking to Alka-Seltzer site and YouTube Channel
• Over 40% of funds were assigned to the drafting, design and placement of advertorials selling competition
• Delivering strong brand awareness amongst the target audience – specific brand mentions (x12) and pack shot
Outcomes• 44,000 students and college staff
reached via targeted and controlled advertorials in student press
• Over 4,000 Alka-Seltzer website visits during the campaign, one third of page views related to the competition page
• 6,061 video views on the YouTube site• 212 people commented on the
videos on the site,• 1,488 people clicked to ‘like’ a video
on the channel• The Alka-Seltzer channel was amongst
the top viewed in Ireland on a number of occasions (reaching number 58 in the overall internet rankings)
M+C Events: Credentials• Only event service provider
catering exclusively for the pharmaceutical and healthcare industry
• Meetings range from national events such as Doctor and Pharmacist Awards attracting hundreds of attendees to focus groups
• Winners of the Medical Event of the Year accolade at the Irish Healthcare Awards
Recent events• Astellas Run for a Life• Innovation in Cancer Care• MAJORS in Endocrinology & Cardiology• Pain Medicine Consensus Symposium• Multaq product launch• Psychiatry – the times we live in• Male & Female Healthcare• Pain in Women • IJMS Doctor Awards• Irish Menopause Society AGM• Asthma – Beyond the Guidelines• Prevention is the Cure• Cancer at a Crossroads• Arthritis in Motion• Pain in the 21st Century• Diabetes in Crisis• Grunenthal Pain Matters meeting• Gardasil – achievements and challenges 2 years on• Mundipharma – team building/corporate day• MSD – Januvia product launch
Kanvas Credentials
• Founded in 2005, Kanvas Creative is a full service creative consultancy working within a range of client sectors in the local, national and international marketplace.
• Our strength lies in helping organisations communicate clearly and effectively with stakeholders, guiding them as they work to change behaviour, to enhance perceptions and deliver success.
• With a team comprising highly-experienced graphic designers, copywriters, web designers, programmers, Kanvas offers a complete range of services to include design for print, web and multi media.
Creative Services• Creative Communications strategy and planning• Marketing plan development• Conceptual development of pharmaceutical marketing campaigns• Localisation of global campaigns• Sales aids and presentations• Patient support programmes• Healthcare information pieces – reports, public information and patient
advocacy campaigns• Medical education• Public awareness campaigns• Integrated marketing communications• Scripting and production of advertising across all media
Case Study – Rowex OTC Marketing Campaign• Management of a single marketing budget to cover 6 OTC products. • Create 12 month marketing plans for each product• Conceptual development of materials
• Point of Sale materials• Information leaflets for consumers
• Campaign to Pharmacies• Direct mail pieces showing marketing plan and media activity over each quarter• Sales materials for reps• Special offer promotional packs
• Consumer campaigns• Radio advertising (conceptual and scripting)• Ambient campaign (shopping centres, Luas, Dart)
Award winning Consumer Campaign Water-Works.ie
Website, patient information leaflets, point of sale, over 50’s Show
Pharmacy campaign for OAB
• Conceptual Development
• Point of Sale materials
• Patient information leaflet
19th October 2010.