passing the baton

Pietro Crovetto, VP Global Inhalation Strategy at Lupin Pharmaceuticals with vast experience from the international pharmaceutical industry at various prominent positions within commerce, marketing, strategy, and business development, for a variety of companies including Novartis, Chiesi, ALK Abelló and Teva Pharmaceuticals. Pietro has been a client to Opticom for over 10 years, both at previous positions and now, working for Lupin. He gives the background to his experiences with Opticom International Research, focusing on the latest Lupin project Opticom conducted, that he was personally involved in.

PietroLupin
Pietro Crovetto VP, Global Inhalation Strategy, Lupin Pharmaceuticals

The main objective was to map the unmet needs of healthcare professionals and patients within asthma and COPD in terms of currently available innovative products’ attributes, in order to develop Lupin’s product so that it would satisfy those unmet needs better than competitor products.

Another aim was to enable Lupin to differentiate its product, including the services and monitoring systems offered, from existing alternatives and competitor products.

In the end, the main goal was to create a product that improves patient quality of life through ease-of-use, thus leading to improved compliance and lower treatment cost, something which would also lead to obvious advantages for healthcare professionals as well as payers.

The targeted markets in this project were the United Kingdom, Germany, France, Italy and Spain. The information was gathered in two modules, starting with desk research identifying relevant respondents with whom in-depth telephone interviews were then conducted.

Describing this project, Pietro explains that his idea was to monitor the emerging changes in therapeutic approaches and especially the interest in new combination products within the treatments of asthma and COPD. Basically to get a European overview of the present situation and to identify whether their designed new combination product was going to be successful or not and whether there were any differences across the European markets in this respect.

Pietro continues: I wanted to benchmark, to interview “real” clinicians, not opinion leaders, because there is a critical difference here. Opinion leaders are up to speed with the latest research and treatment options, as they often have done this research themselves, while clinicians might very well have heard about new stuff, after all they are specialists, but they are not necessarily as enthusiastic to adopt something new as the opinion leaders.

Choosing Opticom to supply Lupin with the market research was based on a combination of different factors; first of all good experiences in the past, resulting in a strong sense of reliability. According to Pietro, a key asset of Opticom is the fact that they offer both a very knowledgeable staff who understand the complex medical issues as well as their multilingual skills: “It helps a lot when we do not have to explain so much to a supplier and more time can be spent on the actual research, on the specifics of the projects!”

Sometimes the challenge with international market research, Pietro explains, is that you end up with the “Chinese whisper”, meaning I brief you, you brief somebody else and then that person briefs somebody else in turn, and then at the end of the day, you are not sure what went missing and where. So based on that, the two main points on why to choose Opticom are definitely their knowledge of the field and its multilingual staff based in one office. A third reason, according to Pietro, actually equally important: every time he has worked with Opticom, the adopted strategy has been to do 20-30% of the interviews, then pause for evaluation of the questionnaire, the response and answers so far: simply put: is it working? The Project Managers at Opticom are very flexible here and that is greatly appreciated, to optimize the quality of the output.

Concerning what the market insights provided by Opticom have meant to Lupin and what has been most valuable, Pietro points to the decision to invest in particular combinations of treatments, emphasizing that this is the most critical stage in their R&D and business development without going into specifics.

The results have also influenced their business decision-making, being added into their forecasting, because even if the research was qualitative, it was still very helpful to better understand what direction the market was taking. All in all, the insights have been used on several levels and according to Pietro, further investment decisions within asthma and COPD are definitely going to be based on the results from this research as well.

Asked about the return of investment, Pietro confesses: “To be honest, we didn’t count on ROI, but it was not at all expensive considering the huge amounts that have been spent on this treatment area, so the money we spent with Opticom was definitely worth it, more than worth it!”

According to Pietro, the main benefits of this specific project were that his team at Lupin got an additional level of insights on a practical level: there is a crucial difference between the people who work on the front line with patients and the opinion leaders, the high science: “We need to have a balance of both because we cannot ignore high science but at the end of the day we need to understand nurses on the floor, having issues reconstituting the product, for example. That is really a very valuable difference to us and something that Opticom understands. So I am very satisfied, more than satisfied and very happy with the co-operation with Opticom!”

Download PDF

The Swedish Childhood Cancer Foundation Gala 2017

For the third year in a row, The Swedish Childhood Cancer Foundation arranged a gala-night with the main purpose to get TV- viewers to become children supporters/monthly donors to support children in the battle against cancer. The Swedish Childhood Cancer Foundation also offered companies and private persons to make large donations by telephone during the gala. The gala was broadcasted live from Berns Salonger in central  Stockholm on Swedish channel 5, 2 October between 20.00-22.00.

Team Opticom, Alumni, Snille Networks, Mattias Claesson and Robin Arding had the pleasure to handle the set-up and receiving of large donations at GT 30 (Helio) .

It was a great success: The Swedish Childhood Cancer Foundation gala 2017 raised more than twice as many monthly donors as the previous year and broke the record for big donations!

Opticom Group is proud and grateful to be a part of the success!

Download PDF

-Part of the Opticom Group-

Staffing & Recruitment

Integration of International Experience and Academic Competence

“Kärleksinvandrare/Love immigrants”

 Anette Eng

Anette Eng

CEO, Opticom International Talents

Opticom Group pre-launching new business focused on Staffing & Recruitment

The global research, consulting and communication company Opticom Group is launching Opticom International Talents, a company that will offer staffing and recruitment of talented and qualified professionals with an international background and expertise.

Opticom International Talents offers staffing & recruitment services within marketing and sales, customer support, global project/product management, communication and research. We offer talented and qualified professionals with an international background, trained and coached co-workers that are quality approved by Opticom.

Opticom Group has for more than 30 years recruited, trained and developed more than 1,500 international talents from more than 110 countries to manage our consulting projects for demanding corporations on a global level. Our talents have a variety of academic backgrounds and educations within marketing, economics, engineering, communication as well as medical degrees. Most of them also have work experience from their country of origin, resulting in vital understanding of different cultures and business climates. After having worked at Opticom, many of these talents have continued a successful career in both medium and large global companies.

“We love to further develop talents and we believe that the combination of international experience and academic competence is a great ASSET TO many growing companies. Diversity and integration are two important missions, which we have found that many companies are interested in being part of.

We have worked more than 30 years with staffing our projects with well-educated immigrants (kärleksinvandrare/love immigrants) from all over the world. It has been a fantastic experience for me during 17 years. I have met so many fantastic individuals, some of them still working in our group and many in other interesting companies.

Now is the right time to offer this service to other companies with similar needs for international talents. We are seeing a great deal of interest in our staffing and recruitment services and we have now started working with the first customers,” says Anette Eng, CEO of Opticom International Talents.

Our definition of  “Kärleksinvandrare/loveimmigrant”?

A person who has come to Sweden to make a life with their Swedish partner. They have often met each other abroad or in Sweden during studies or travels. These immigrants like many others often have a hard time finding jobs within their fields of expertise because of the fact that they do not speak Swedish yet. We have never cared about that fact since our office language is English and their working languages is their native tongue. Our staff learns Swedish during the time they work with us, they study part time at SFI or other schools and when they do find jobs within their field it often helps that they have the work experience and references from Opticom.

For further information, please contact: Anette Eng

www.instagram.com/opticom_international_talents/

anette@opticom.se

www.opticom.se

www.opticomgroup.se

About Opticom Group

Opticom Group offers global research, consulting, communication and staffing & recruitment. Our mission is to help our customers create value by transforming data and knowledge into strategic advice and efficient communication. We are a truly global company covering over 30 nationalities and active on 6 continents from more than 110 countries.

Download PDF
ws_Windmills_1600x1200

Niko Kujala has been working within the product segment of breakers and switches at ABB Protection and Connection in Vaasa, Finland since 2011 and he has held different international positions within both sales and production. He gives the background to his first experience with Opticom International Research: We knew that we wanted to conduct customer satisfaction research on a global level in order to better understand our customers’ needs, basically asking them: What were the needs in different fields and what do we as a supplier need to do better?

Niko ABB
Niko Kujala, Global Sales support Specialist, ABB Protection and Connection

In the process of selecting a market research agency, the ABB team had five competing potential suppliers providing quotes to look into. Niko continues: After evaluating the different options, we found that Opticom’s offer was by far the clearest, it was obvious that Opticom had made an effort to get to know our business and therefore understood our needs. In addition to that, the price level was also good.

Niko says that the quick initial response to any question that ABB had concerning the designed project as well as the smooth communication with the Opticom project team overall were further factors that tilted ABB to choose Opticom in the end.

The customer satisfaction survey covered more than 20 countries worldwide, with strong involvement from the local offices to make sure the most important customers per market were interviewed.

We got very valuable insights concerning client needs in in an ever more competitive market: what our clients appreciate about our products and services, how we can help them improve their own business, and also indications on where there is still need for improvement.

Niko explains that a lot of actions have been taken by them at ABB after the results in the final report were presented and statistical files and individual interview transcripts were delivered. Most decisions concern increasing and improving their direct communication with clients. He reveals that their business has grown since the research was completed and that the insights definitely have further supported this growth.

When asked what he would regard as the main benefits with this specific project, Niko points out that it was easy doing business with Opticom, that the communication was always smooth, the offer was prepared really well and that Opticom understood our needs in this kind of research right away. Therefore, wrapping up, he would definitely recommend that ABB would go with Opticom again, whenever the need for market insights arises.

Download PDF

Cars for sale. Who cares?

Think of the word “chevalier”

At first hand, it implies that a man is chivalrous. A knight, as it was called way back in the day. Someone who was quite well off. Had a good hand with the ladies. A charmer.

But if you do your linguistic (i.e. French) research right, it is far simpler than that. It means a guy who owns a horse. No more, no less. A mere horse.

Owning a horse, in the old days, extended not only your body (taller, faster, tougher) but also your persona (smarter, sexier, more powerful).

Now fast forward to present days. Few men, and women, own a horse today. But very many of us own a car. And funnily enough, we have, for the last century, attributed that ownership the same connotations as our medieval predecessors did to their horses. We love and cherish the brand of the car we own and drive.

My car makes me not only taller, faster and tougher but also smarter, sexier and more powerful. At least, that is what we think. And what makes us spend a considerable part of our income on a rather dead piece of metal and plastic. At least compared to a horse.

But now things are changing.

Cars are not sold anymore. They are leased. Or even rented by the hour (without any shady implications). Basically, cars are owned by banks. Not by individuals.

So, from being an object that you own, cars have become a service that you buy. When you need it.

Where will this – in the longer perspective – lead to in terms of brand affinity and brand asset? Will young urban drivers develop a closer relationship with those brands that provide the functionality of a car-for-hire than the brands of those manufacturers that actually make cars-for-sale.

We don’t know yet. But we can find out.

Because we create value for companies around the world by transforming data and knowledge into strategic advice and efficient communication.

Car for sale. Who cares?

Download PDF