MOST VALUABLE WOODFREE COATED SHEET BRANDS IN EUROPE
Posted on December 20, 2011 by Opticom
Opticom International Research today announces the results from “The Brand Tracking Survey for Woodfree Coated Sheets 2011” whereby the most valuable woodfree coated sheet brands in Europe are defined and ranked.
Hello from PaperlinX has again proved to be the strongest brand in Europe and with respect to awareness the brand is definitively in a league of its own. The number two and three brands in Europe are both owned by Antalis; Claro climbing into a 2nd place and Novatech being number three in Europe based on a balanced and stable brand equity for years. Claro’s strength clearly is satisfaction with the brand; ranked number one when it comes to that dimension of brand equity.
Most brands show improved Brand Equity Index scores vs. 2009 but there are two brands which stand out with a particularly strong development: Lumi by Stora Enso and MultiArt by Papyrus. For Lumi, now in 4th place, satisfaction has improved whereas awareness is the main driver behind MultiArt’s improved brand equity (5th place vs. 11th in 2009).
To see the ranking and read the full news release click here.
For more information or ordering of the reports please contact Jessica Tommila, project manager at +46 708399006
SÖDRA CELL PRESENTS FUTURE LAB INITIATIVE ON PULP LABS
Posted on October 14, 2011 by Opticom
By means of an interview with Mikael Selling, co-founder of Opticom International Research AB, Södra Cell presents its Future Lab initiative on Södra Cell’s special Pulp Lab site. During the interview Anna Altner, Manager Pulp Labs at Södra Cell International, and Mikael Selling discuss the advantages of Future Lab and how it helps Södra Cell to understand the future and potential for foamed paper.
To view the interview, click here.
About Future Labs
The Future Lab method is a propriety-owned concept by Opticom which has been developed since 2003. Since the first Future Lab, conducted with Assa Abloy, it has been very successfully conducted with a large number of clients within the Medical & Healthcare sector and was launched in the Forest Products Industry early 2011.
About Södra Pulp Labs
Södra Pulp Labs is all about the passionate quest to find new sustainable materials. The forest is our renewable resource for the future and we think a lot of the products we make today from oil-based plastics and other materials could be replaced by cellulose.
A MISUNDERSTOOD INDUSTRY STILL FUN TO WORK IN
Posted on September 9, 2011 by Opticom
The pharmaceutical industry does not get the appreciation, respect or financial compensation it deserves. Health care providers are perceived as adversaries rather than partners and there are no natural possibilities to obtain access to the final customer. These are some of the conclusions from the industry survey that the industry journal Pharma Industry, and Opticom, conducted for the second consecutive year. The survey includes answers from 173 respondents representing 57 different pharmaceutical companies active in Sweden.
Besides complaints against the general attitude towards the industry the survey raises questions regarding the medical expertise within TLV (The Dental and Pharmaceutical Benefits Agency) and concerns with their strong one-sided focus purely on cost. The lack of a comprehensive view on health economics makes it difficult to work with medical innovation in Sweden. The trade organization LIF (The research-based pharmaceutical industry in Sweden) is considered to be too weak and invisible in the public debate where it is supposed to represent and work in favour of the industry. Despite all this, eight out of ten industry representatives think it is fun to work in the pharmaceutical industry.
NEW OPTICOM REPORT SHOWS OPPORTUNITIES IN PHARMACY MARKET
Posted on September 7, 2011 by Opticom
Today Opticom launches the first comprehensive report about the market situation following the re-regulation of the Swedish pharmacy market. The report is based on results from in-depth interviews with leading executives at pharmacy companies, a survey among representatives for the pharmaceutical industry as well as an analysis of published market research about customers’ satisfaction with pharmacies.
Some of the conclusions from this report:
• Both pharmaceutical companies as well as pharmacies want to develop their cooperation, but few have taken direct initiatives to do so
• More than 300 new pharmacies have opened, but still there is criticism against the fact that the availability of certain products has deteriorated
• The re-regulation has not lead to lower prices yet
• The Swedish state needs to reconsider its role in relation to this market – The role of Apoteket AB is questioned by other players
• Future: Consolidation and increased differentiation. The pharmacy companies have a great, strategic opportunity in clearer positioning
Read more about this report in the full news release (in Swedish):
News Release – Första heltäckande rapporten om apoteksmarknaden
For more information, please contact:
Marijn van der Sluijs, Project Manager or
Jacob Ahlsson, Project Manager
at +46 8 50 30 90 00 or [firstname]@opticom.se.
OPTICOM RAPPORTERAR FRÅN PFIZERS SEMINARIUM PÅ ALMEDALSVECKAN
Posted on July 7, 2011 by Opticom
Live report av Jacob Ahlsson, Opticom, från Pfizers seminarium på Almedalsveckan 7/7, 2011: Regeringens läkemedelsstrategi – i väntan på kejsarens nya kläder.
Christina Åkerman, Generaldirektör, Läkemedelsverket. Mats Eriksson (m), Ordf SKL Sjukvårdsdelegation, Region Halland. Helene Hellmark Knutsson (s), 2:e v ordf Landstingsstyrelsen, Stockholms Läns Landsting. Anders Henriksson (s), Ordf Landstingsstyrelsen, Kalmar Län. Kristoffer Tamsons (m), Landstingsfullmäktige, Stockholms Läns Landsting. Steve Sjöquist, Patientföreträdare. Tommy Björk, Patientföreträdare, STÖDET. Erik Blix, Moderator.
Enligt Christina Åkerman, Generaldirektör på Läkemedelsverket och en av författarna till den nya läkemedelsstrategin kommer den att vara klar och presenteras under augusti i år. En mycket central fråga är patientsäkerheten. Felaktig förskrivning av läkemedel kostar samhället 10 miljarder årligen enligt Christina. Läkemedelsstrategin kommer också att gynna den kliniska forskningen i Sverige eftersom det skapas en gemensam struktur för hur uppföljningen ska gå till, med tydliga nationella uppföljningsmått. En öppen uppföljning tros också minska den ojämlika vården och öka följsamheten. Varför tar det då så lång tid att få fram en ny läkemedelsstrategi? Läkemedelsstrategin är nu godkänd i den arbetsgrupp som har jobbat med att ta fram den och den är nu på remiss hos landstingen för godkännande och vilket självklart tar tid när vi har 21 landsting.
Patientföreträdarna Steve Sjöquist och Tommy Björk är oroliga för att landstingen inte ska komma överens eftersom samordningen mellan landstingen är så dålig. De pratade också om “onda strukturer” inom landstingen som ser till den egna makten i första hand. De lyfte också fram hur ojämlik vården är idag och risken för att de öppna jämförelserna inte kommer att påverka tillräckligt. Tommy menade att “vi har ju öppna jämförelser redan idag, t o m grannlandsting förskriver väldigt olika och man ser att det skrivs ut sämre läkemedel i det ena landstinget med tydligt högre mortalitet som följd utan att det sker någon förändring”. Det som skulle krävas är hårdare styrning. Patienterna blir allt mer pålästa men långt ifrån alla är det och det är ett stort problem. Det största problemet med strategin är enligt Tommy implementeringen eftersom landstingen kanske väljer att tolka den olika.
Enligt Helene Hellmark Knutsson (s), 2:e v ordf Landstingsstyrelsen, Stockholms Läns Landsting, är det positivt med en nationell läkemedelsstrategi men det finns saker som fattas. Vi har idag en produktionsinriktad sjukvård på bekostnad av den kliniska forskningen vilket är ett problem på lång sikt. På kort sikt anser Helene att något som också måste läggas till är ett gemensamt IT-stödsystem till förskrivande läkare som ger tydlig information om både patienten OCH läkemedlen. Det skulle leda till en bättre förskrivning av läkemedel och en högre följsamhet till nationella riktlinjer.
Samtliga landstingsföreträdare som deltog i paneldiskussionen ansåg att läkemedelstrategin inte går långt nog och att det kommer att bli problem med implementeringen. Enligt Tamsons (m), Landstingsfullmäktige, Stockholms Läns Landsting, anser att det är när strategin presenteras som arbetet börjar.
Anders Henriksson (s), Ordf Landstingsstyrelsen, Kalmar Län menade att den nationella läkemedelsstrategin är mycket bra och att den kommer att bli ett stöd för att minska felförskrivningen i landet. Kvalitetsregister är bra.
Mats Eriksson (m), Ordf SKL Sjukvårdsdelegation, Region Halland välkomnade också han strategin och menar att den kommer att minska ojämlikhet och orättvisor. Men det kommer att bli problem med implementeringen eftersom det finns 20 huvudmän. Det kommer finnas exempel på landsting som har ”en egensyn och kanske inte går hela vägen”. Det är viktigt fortsatte Mats, att de lokala läkemedelskommittéerna inte gör andra bedömningar än de nationella myndigheterna. Det blir också viktigt att jobba med skillnader som är omedvetna inom landstingen.
Mats Eriksson ansåg avslutningsvis att läkemedelsstrategin kommer att bli en spång över krondiket mellan landstingen å ena sidan och de nationella myndigheterna å den andra.
PHARMACEUTICAL COMPANIES WANT TO DEVELOP THEIR COOPERATION WITH PHARMACIES
Posted on May 6, 2011 by Opticom
A recent market study on the pharmaceutical industry’s views on the pharmacy market shows that several pharmaceutical companies want to develop their cooperation with pharmacies.
The study was conducted by Opticom International Research AB in collaboration with Pharma Online. Opticom also completed a meta-analysis – a compilation of published market research – on customer satisfaction with the pharmacy market. These two studies were presented this week during Apoteksmarknadsdagarna.
Both studies will be included in a final report presented later this spring. This final report will also include a study with leading executives at pharmacy companies about current and future challenges.
Read more about these studies in our news release (in Swedish):
News Release – Marknadsstudier om Apoteksmarknaden
OPTICOM GOES LIVE WITH FIRST FUTURE LABS IN THE FOREST PRODUCTS INDUSTRY
Posted on March 25, 2011 by Opticom
Today, many companies in the forest products industry are facing major challenges that may require radical actions and changes in the way they operate. Some of the most predominant challenges are due to environmental reasons, technological progress, structural changes somewhere along the value chain, new demands from end-users, etc. These radical changes – or sometimes even paradigm shifts – often mean that companies have to enter into unknown terrain, both from a technical and a market-related point of view. Breaking new grounds requires having reliable information and new networking possibilities from many different stakeholders throughout all levels of the value chain.
To meet this need Opticom has developed a unique concept where different stakeholders meet and discuss today’s challenges and future opportunities in round table discussions and through in-depth interviews. Following more than a year of developing the concept and adapting it to the challenges of the forest products industry, Opticom is happy to now go live with the first Future Lab in the forest products industry on behalf of Södra Cell.
The Future Lab is a platform that combines market research with professional networking with key stakeholders, aiming at enhancing the knowledge about trends in an area, as well as to envision the key stakeholders’ demands and needs concerning the development of the area. By building a network and involving its members in round-table discussions on relevant topics, clients will both gather critical information as well as gain trust among the targeted participants. By building such a network of ambassadors, clients will have unique opportunities to continuously test concepts or hypotheses or to just ask a quick question to the network.
For the members, the network will not just give them an opportunity to obtain vital first-hand information on development and plans, but also to be part of relevant and adequate discussions in a network with other key stakeholders throughout the value chain. The Future Lab concept is a platform which can be used for any product, end-use segment or on a corporate level in the organisation. The overall aim is to build long-term relationships by showing commitment and therefore gaining trust and interest among the participants. A key in this is to initiate discussions that actually are interesting for the participants.
The Future Lab concept will help you get answers to the following questions:
1. What does the value chain for new products/applications/solutions look like?
2. Who are potential clients and business partners?
3. What commercial potential do these products offer?
Future Lab will enable clients to:
> Form a strong and long-lasting network with important stakeholders throughout the entire value chain
> Increase strategic communication with key stakeholders and gain knowledge about their expectations and requirements
> Create an open innovation atmosphere focusing on future trends and opportunities that leads to enhanced knowledge about the future
> Create a speedy access to actors of the value chain for testing of new products, services, distribution concepts, design ideas etc
> Get excellent marketing & PR: Future Lab will help raise awareness about the client and shows the market that the company is a front runner in the industry. The Future Lab network will contribute with word-of-mouth.
The Future Lab method is a propriety-owned concept by Opticom which has been developed since 2003. Since the first Future Lab, conducted with Assa Abloy, it has been very successfully conducted with a large number of clients within the Medical & Healthcare sector. For more information about our Future Labs in the forest products industry, please contact Mikael Selling, Corporate Advisor & Partner at Opticom.
OPTICOM NOW ON FACEBOOK
Posted on March 18, 2011 by Opticom
Like many of our clients, we believe social media are an important component in keeping up relationships with our clients. As a first step in developing our social media presence, we have now created a company page on Facebook.
Our presence in social media will give our clients to get to know Opticom better. As business is done between individuals, we believe that the direct interaction that social media provides will allow our clients to develop a closer relationship with Opticom that both will benefit from.
To check out our Facebook page and follow us, please go to:
OPTICOM RELAUNCHES BRAND EQUITY TRACKING SURVEYS
Posted on February 14, 2011 by Opticom
Since their start in 1999, Opticom’s brand equity tracking surveys have been established as the industry benchmark whereby brand owners have been able to measure the value of their brands in relation to competition and detect trends over time. Although the trackings were conducted yearly from the beginning – at least for woodfree coated paper and cut-size uncoated woodfree paper (office paper) – over time it became clear that clients were more interested in a follow-up every second year.
Following further client input, the design and approach have been critically reviewed with the aim of developing a 2.0 edition of the Opticom Brand Equity Tracking Survey during 2010 and at the start of 2011. This review resulted in a new set-up of the survey now being launched for woodfree coated sheets.
One of the guiding intentions in developing version 2.0 has been to make sure the surveys add even more value to their subscribers by improving and optimizing the geographical coverage, as well as target group and company size coverage, to develop a more to-the-point questionnaire and index calculation, and to provide a more suitable set of deliverables allowing a better use of information provided.
This new edition is based on a more focused and shorter questionnaire that is more appealing to respondents, but the purpose is still to identify and rank the leading brands based on their brand equity. The reduced length will ensure that more respondents will be willing to participate and it will also improve the quality of each interview. What is more, the focus is on brands specifically rather than also addressing attitude, satisfaction and loyalty towards suppliers and brand owners. An additional benefit of this more focused questionnaire is that there will be room to add single-client questions for topics that are of particular interest to our clients.
By extending the scope to also represent the Nordic and Eastern European markets, the surveys will become more truly European and will allow for a fairer presentation of the leading brands that may not originally have their focus on the Western European markets that from the beginning constituted the so-called basic countries. Similarly, optimizing the coverage of target groups and company sizes will allow our clients to more easily use and analyse the information provided on a level that is appropriate given the decisions that need to be taken on the basis of the results and analysis.
In addition to developing the standard report package to include the deliverables in terms of reports and statistical presentations that suit most of our customers, the report package now also includes a pre-presentation by means of a web conference as well as a workshop-like presentation to allow for more immediate usage of the survey results. The pre-presentation allows us to tailor-make the presentation for the workshop meeting which will help our clients to understand how far they have come with their brands and, if desired, the workshop can easily be extended to include defining what should be done to improve their brands’ positions. Furthermore, clients are also offered the opportunity to subscribe to a tailor-made report package focusing on clients’ key markets and presenting a total report that is adapted to the client’s geographical coverage.
For more information about Opticom’s brand equity tracking surveys please contact: Cecilia Vassal Nyholm at firstname.lastname@example.org.