ARCHIVE NEWS

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Stockholm, November 2021

Add services to product offerings.

And thus, boost sales and improve bottom line.

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Stockholm, November 2021

“Our customer base is very happy with what we're doing and a lot of that is because we continue to anticipate and meet our customers’ needs and expectations. This understanding comes through our constant open dialogue with our customers and specific projects such as the Voice of Customer survey, performed in 2017”

Click below to read more about Michael McGowan's (Director of Market Intelligence at SHL Medical) testimonial.

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Stockholm, October 2021

Move even higher up the value ladder.

Focusing on benefits, rather than features.

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Stockholm, October 2021

We are very excited to announce the launch of our new career site!


Our goal is to provide a seamless way for international talents to connect with us, apply to and join the Opticom family.


Our current and prospective clients can also find useful information about the reach of on-going projects and feedback from our international talent pool. Since we hire high-performing, young academic professionals, we have a very valuable resource for global companies looking for talent. Our international, talented team are delivering world class research projects on a global scale. 


We are currently employing 47 researchers from 34 countries speaking 22 different languages. We take pride in integrating international talents and helping our clients grow.


Come join our truly global cultural village and apply here!

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Stockholm, October 2021

Improve positioning on the market.


And even target new customer segments.

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Stockholm, September 2021

Global emissions must be reduced, however doing so without rolling back development is crucial. One of the biggest challenges for governments worldwide is to view the Earth’s ecosystem as a whole, and to avoid implementing short-term political “poster policies” in some countries or regions and not others.
In a world where solar and wind energy is becoming increasingly important, so too becomes the need to store the surplus green electricity during particularly sunny or windy periods. In northern Europe, this stored energy is particularly required in the winter due to the increased electricity demands, and therefore large, powerful batteries are needed to store this electricity.

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Stockholm, August 2021

A truly global workplace offering a great opportunity to gather work experience for our international academic talents!


We are proud to announce that we are right now in the start-up phase of over 10 international market research projects worldwide.


In the upcoming months we will conduct projects covering various industries in 57 countries, in 18 languages, creating a team of around 50 native speaking consultants with academic education in the EMEA, APAC and NA & LATAM regions.


At the moment we are in the recruiting phase, looking for new International talents that are interested in part-time or full-time job as Research Consultants and Research Supervisors.


Does this sound like an interesting opportunity to you?

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Stockholm, June 2021

Glad Midsommar! – Happy Midsummer!
 
Midsummer is an event that predates Christianity, and it has been celebrated ever since. Swedes typically meet up with family and friends over food and drinks, preferably close to nature and outdoors, always hoping for good weather but often getting disappointed. Still, midsummer is such an important festivity that there have been proposals to make the Midsummer's Eve the National Day of Sweden.
 
In Sweden it is often said that summer "officially" begins after midsummer and even though we at Opticom are not off on vacations quite yet, we want to take the opportunity to wish you a wonderful summer in due time!

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Stockholm, May 2021




How to increase engagement among your employees and customers?

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Stockholm, April 2021

Every year our Research division - Opticom International Research - is helping Lif - The Swedish Association of the Pharmaceutical Industry - to map the pharmaceutical companies' work with e-health.
The results for 2021 indicate a strong belief in the possibilities of e-health, but also show that the corona pandemic has affected the industry.

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Stockholm, March 2021

The world of bioplastics has exploded, partly driven by increasing government support which has been instrumental in driving the growth of the bioplastic packaging market. Bioplastics as a term encompasses a wide range of materials. Yet the word “bioplastic” often carries a narrow connotation of a compostable, plant-based plastic with limited functionality and a prohibitive cost.


Sustainability, particularly regulatory and public concerns around single-use packaging waste, combined with other powerful trends has resulted in some major changes in packaging consumption. Global regulators are moving closer to regulating bioplastics, and companies and retailers are proactively making bold commitments to improve both the sustainability of their packaging and to fundamentally rethink their packaging systems.

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Stockholm, February 2021

Innovate collaboration and success.

By using new methods of interactive networking.

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An Innovative Solution

Evaluate customer satisfaction and loyalty.

To better understand key decision makers.

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Turning a New Page


Reach deep insights through market research.

From global gathering to complete analysis.


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Stockholm, February 2021


We are very proud and happy to announce that Jacob Ahlsson is joining Opticom Group! Jacob has vast experience of the life science sector, having worked in the industry for more than 20 years. Most recently, Jacob held the position of Country Manager at Roche Diabetes Care in Sweden & Norway. During his time at Roche, he co-founded www.livetochdiabetes.se, which is a forum for people with diabetes which by now has become Sweden's largest diabetes community. This initiative laid the foundation for him being named Pharma Profile of the Year in Sweden - Årets läkemedelsprofil 2017!

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Stockholm, January 2021

While much uncertainty remains, there are two global mega-trends that will continue to affect us – mainly concerning digitalization and sustainability. Before the pandemic, we saw a strong trend towards sustainability and especially environmental factors. Since then, the fight for human survival and business over the past year has shifted focus. Yet sustainability is here to stay, and critical in order to save our planet.


The pandemic has already given digitalization an extra boost, and to quote Microsoft CEO Satya Nadella, “We’ve seen two years’ worth of digital transformation in two months.” Others claim that digitalization has now taken a 10-year leap forward. However, the MedTech industry has only begun to scratch the surface of their digitalization potential, and even less so for sustainability.

 
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DAVID WELLER, PROJECT MANAGER AT OPTICOM, SPEAKS AT KLABIN “END USER DAY – PAPER-BASED PACKAGING: CONSUMER PREFERENCES AND PERCEPTIONS”.

Posted on November 26, 2020 by Opticom

David’s speech focused on “A consumer perspective on the environment and sustainable forestry – LatAm”. Consumers around the globe are environmentally conscious, their concerns are rapidly growing, and we are all aware of that. Most of us wants to do the right thing, but sustainability is a complex matter. David presented results from a Latin American-focused survey investigating consumer perceptions around environmental impact on purchasing behaviour, concern for climate change and raw material usage, knowledge about forest management and the Importance and relevance of certifications.

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SEE HOW HOLMEN PAPER IS UTILIZING IN-DEPTH FEEDBACK FROM POTENTIAL CUSTOMER TO DRIVE NEW BUSINESS DEVELOPMENT

Turning a New Page

In brief – Holmen Paper wanted quick confirmation that a new product concept had market potential and was commercially relevant. In order to test the new concept Holmen Paper launched an extensive market research project including in-depth interviews with potential customers in 15 European countries. “We have gained market knowledge and it has also been an excellent market temperature sensor, giving us guidance on the way forward and helping us in our strategic decision making” explains Tommy Wiksand, VP Business Development at Holmen Paper.


The encouraging feedback gave Holmen Paper the necessary proof-of-concept to continue testing and fine-tuning the product offering. Read the full story of how Holmen Paper is utilizing this in-depth feedback from potential customers to drive new business development.        

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BEYOND THE PILL!
WITHOUT E-HEALTH - VISION 2025 TREND WATCHING, WE HAVE NO CLUE OF DEVELOPMENT.

A Story of Success

As a trade association, it is important to get insights, to be relevant and stay up to date in our service offer to our 90 members Life Science Companies and a continuous dialogue with the Swedish Ministry of Industry. But also, in contacts with authorities, organizations, and decision makers, assisting and informing them on questions vital to the industry. The organization also represents Sweden in the ethical work of international trade organizations
This project; e-health vision 2025, is a way for us to map how the pharmaceutical industry is working with digitalization and the development of e-health, getting a picture of how their work is developing and where their interests and focus lie.
The material is an excellent source of information for all involved, it serves as inspiration for our Life Science member companies and encourages fruitful discussions. So this project really fulfils many purposes for our organization. We did the first survey in 2018, continued in 2019 and at the moment, the survey for 2020 is ongoing.

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SEE HOW SCA WOOD LIFTS ITS BUSINESS TO NEW HEIGHTS BY ENGAGING CUSTOMERS AND EMPLOYEES

An Innovative Solution

In brief - Results from a comprehensive study among key customers across 12 different countries in Europe, North Africa and Asia show that customers express a very positive attitude towards SCA Wood. “We want our customers to be heard and understood” explains Vanessa Pihlström, Marketing Communication Officer.  
Based on the aggregated result, individual improvement suggestions and feedback from key customers and workshops among SCA co-workers, several concrete actions have been identified and will be implemented to further strengthen SCA Wood’s business relationship with their customers. Read the full story of how SCA Wood is lifting its business to new heights by engaging both customers and employees.

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TAKE ADVANTAGE OF OUR VIRTUAL FUTURE LAB METHOD

Turning a New Page

Don’t lose momentum, take this exceptional opportunity and reach out to your most important stakeholders. Meet, discuss, gain insights and inspire your target groups with our virtual meeting method. Mixing live broadcasting with interactive on-line discussions under the guidance of our experienced moderators.

It’s not only about Covid-19, this is the way modern meetings should be. Time efficient, cost efficient. Flexible. And good for the environment. The Future Lab process is ideal when launching or testing new concepts, solutions or services. It increases strategic communication with key stakeholders and boosts knowledge about their expectations and requirements. The process also creates an open and innovative atmosphere designed to identify future trends and opportunities. Future Lab will help raise awareness and shows the market that your company is a front runner in the industry.

So why not take the initiative during these challenging circumstances? As we speak we are conducting several international research and marketing projects, and it’s proving easier than ever to get hold of people, since most are now working from home!

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CONSUMERS ARE BECOMING IMPATIENT

An Innovative Solution

Coke was found to be the most polluting brand in a global audit of plastic waste, according to the charity Break Free from Plastic in 2019. For the second year in a row. But according to Coke´s head of sustainability “people still want plastic bottles”, when speaking at the World Economic Forum in Davos (https://www.bbc.com/news/business-51197463).

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OPTICOM AWARDED ECOVADIS CERTIFICATION FOR 2019

A Story of Success

EcoVadis is the world’s most trusted provider of business sustainability ratings,

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SCA CONTAINERBOARD – STRENGTHENING CUSTOMER RELATIONSHIPS AND IMPROVING MARKET POSITIONING

An Innovative Solution

“Greatly appreciated by our customers and an invaluable tool to strengthen customer relations and further improve SCA’s market position”. Mikael Frölander has vast experience from the international forest industry,

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MIKAEL SELLING, CO-FOUNDER OF OPTICOM, SPEAKS AT THE EUROPULP/UTIPULP ANNUAL SEMINAR IN BARCELONA SEPTEMBER 12

Posted on September 26, 2019 by Opticom

Mikael’s speech focused on “The global consumer perspective on the environment and sustainable forestry”. Consumers around the globe get more environmentally conscious, their concerns are rapidly growing, and we are all aware of that. Most of us wants to do the right thing, but sustainability is a complex matter. Mikael presented results from a global survey investigating consumer perceptions around environmental impact on purchasing behavior, concern for climate change and raw material usage, knowledge about forest management and the Importance and relevance of certifications

The program and presentation is available on www.europulp.eu

 

EUROPE IS GREENER THAN WE THINK!

Posted on June 3, 2019 by Opticom

Can 445 million Europeans be wrong?

 
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IGGESUND, STORA ENSO AND BILLERUDKORSNÄS: OWNERS OF THE MOST VALUABLE BRANDS OF CARTONBOARD IN WESTERN EUROPE

Posted on September 5, 2018 by Opticom

Since the first survey conducted in 2004, Opticom’s brand tracking
survey has been the industry standard benchmark by which all virgin
fibre cartonboard brands are evaluated.


For the 8th time, Opticom has identified and ranked the most valuable
virgin fibre cartonboard brands in Europe through in-depth interviews
with 212 converters and 291 with brand owners across 8
countries: Germany, France, the United Kingdom, Italy, Spain, the
Netherlands, Belgium and Switzerland.

Main findings

  • Both Iggesund and Stora Enso continue to maintain their positions as owners of the most

valuable brands since 2012. However, BillerudKorsnäs is challenging the top brands by

taking the 6th place among converters and the 3rd among brand owners.

  • The survey shows that there is a clear correlation between the brands purchased and the

ones mentioned spontaneously among converters. This is less true among brand owners

except for BillerudKorsnäs. The brand the most well-known among converters is

Invercote and among brand owners Tambrite.

  • Product quality drives the selection of which brands to use for the consumer packaging

and most specifically the consistent quality is the most important criterion for both

converters and brand owners. Metsäboard Pro is the best brand at fulfilling converters'

expectations and conversely Ensocoat for brand owners.

  • Both converters and brand owners are very loyal to their brands used. Incada scores the

highest on the loyalty aspects among converters and Tambrite among brand owners.

 

AMAZON VS FOREST INDUSTRY 1-0 (FIRST HALF)

Posted on February 22, 2018 by Opticom

On February 21st, 2000 I was moderating a panel discussion in Stockholm and the theme was: The IT society, a threat against printing paper?
Starting up the panel discussion, I reminded the audience that there was an Internet company traded on NASDAQ called Amazon that had 3,000 employees, negative profits, and a market cap of 8 Billion US dollars. This was equivalent to the market cap of SCA, Stora, Enso, UPM and Holmen – COMBINED. Most people in the audience laughed and exclaimed that the world had gone crazy. Not so many are laughing today. Since then Amazon’s stock price has soared by over 2100% and the market cap is now 700 billion US dollars. What about the named forest industry stocks? Well, they have risen too and are today valued at 60 billion US dollars. With Amazon´s market cap outperforming the selected basket of forest industry stocks 12 fold, we can conclude that at half-time it’s 1-0 to Amazon.
However, the game isn’t over until the referee blows the whistle. What will happen in the next 18 years? Today the forest industry is in much better shape than in 2000. Their business models are supported by mega trends such as increasing e-commerce, aging population, growing middle class, a world going non-plastic, etc. The industry is optimistic about the future, with many new ideas and innovations in the making. In the second half of the game my bet would be to go long in forestry and short in Amazon.
We see these trends, with all the new opportunities they offer for the forestry industry. And we’ll take an active role in this process of change. Because we help create value for companies around the world by transforming data and knowledge into strategic advice and efficient communication.

IS THE PULP MARKET BECOMING NON-CYCLIC? HERE ARE 10 ARGUMENTS.

Posted on January 10, 2018 by Opticom

“You can’t see the forest for all the trees”.

In Sweden, with some 80 percent of the land covered by forests, that is a pretty obvious remark. But it is also a Swedish proverb, meaning that it’s hard to see what’s under your nose.


Maybe that is also the case when it comes to the nature of the forestry industry, especially the pulp industry. Things are changing, fast. And few see it. From being the archetypical cyclic industry, ridden by regular financial tidal waves, the forest industry is showing signs of increased stability over time.


Let’s list the indicators, one by one, but without any internal order:

  1. Forest land gets a higher evaluation than ever by analysts and is seen as a safe investment.

  2. Printing paper represent a much smaller share of the business now, and hence a much lower implication on the bottom line.

  3. The population in the industrialized world is getting significantly older, which implicates an increased use of tissue products, not least for incontinence care.

  4. Globally, a larger proportion of the population is rising from poverty, and therefore is likely to consume more paper based products.

  5. The growth in the global economy shows surprising stamina, which in turn drives the demand on packaging.

  6. Consumers are becoming more environmentally concerned, and show a growing resentment against plastics and pro paper based packaging.

  7. The shift from a fossil-based to a bio-based society is growing and becoming common practise.

  8. There is a growing lack of recycled fibre in the recycling system, which drives a need to invest in the production of fresh fibre.

  9. The forestry industry, which may have been seen as conservative, is becoming more and more innovative, focusing increasingly on R&D.

  10. After years of development, large scale wooden based buildings (residential as well as commercial) are getting a broader acceptance.


We see these trends, with all the new opportunities they offer for the forestry industry. And we’ll take an active role in this process of change. Because we help create value for companies around the world by transforming data and knowledge into strategic advice and efficient communication.

WILL PLASTIC POLLUTION HELP SAVE THE PLANET? AND SELL MORE PULP?

Posted on December 6, 2017 by Opticom

Now here’s a challenging line of thought.

We know that polymer materials, commonly known as micro plastics, are literarily flooding our oceans, endangering numerous species. Almost all of these micro pieces of plastics come from discarded packaging; bags, cartons, bottles, trays, wraps, blisters, you name it. To make things worse, the absolute majority of these packaging stem from fossil oil. So, they don’t only kill fish, they contribute to climate change.


At the same time, we see a drastic increase in the global demand of packaging. Not least is this driven by booming online shopping, where packaged goods are orbiting Earth in an unseen logistic frenzy. A growing global economy is fuelling this trend, and so far there are no signs of any decline. What to do?


You need not be a scientist, an expert at an NGO or an advisor to governments to spot the two trends above. In fact, consumers already start to turn their back on plastic packaging, or at least an irresponsible use of them.

Chances are that well-spoken consumers, especially the environmentally concerned millennial generation (who shop online each and every day), will put a pressure on the packaging industry to find a better solution. Packaging made of materials that are renewable and recyclable with the lowest possible carbon footprint, maybe? Paper!


In the near future, we may well see smarter, lighter, more durable cellulose-based packaging for all sorts of goods. With all sorts of desirable properties.

This would not only be beneficial to wildlife and climate. It would also have an impact of the structure of the pulp and paper industry at large. Probably making it less cyclic, when paper based packaging becomes an integral part of consumers’ everyday life. Maybe even make the demand of pulp boom.

We see these trends, with all the new opportunities they offer for the forestry industry. And we’ll take an active role in this process of change. Because we help create value for companies around the world by transforming data and knowledge into strategic advice and efficient communication.

GREAT SUCCESS: THE SWEDISH CHILDHOOD CANCER FOUNDATION GALA 2017

Posted on October 11, 2017 by Opticom

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 PRE-LAUNCHING NEW BUSINESS FOCUSED ON STAFFING & RECRUITMENT

Posted on October 10, 2017 by Opticom

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: Anja Malmberg


www.instagram.com/opticom_international_talents/

anja.malmbarg@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.

AFTER WORK ALMEDALEN 2017

Posted on June 9, 2017 by Opticom

Onsdag 5 juli 2017 kl. 17:00 – 19:00

Wisby Strands Veranda

Opticom, Adxto & Mimerex
arrangerar även i år ett gemensamt mingel för våra kunder.
Vi bjuder på rosé, tilltugg samt ett lättsamt samkväm med kollegor i branschen.
Vi kommer vid tillfället att informera om våra verksamheter.

Vi hoppas att du vill komma och ser fram emot att träffa dig!


Varmt välkommen önskar
Carl Michael Bergman, Helena Östregård, Pontus Torstensson och kollegor


Tyvärr har vi ett begränsat antal platser, så anmäl dig gärna så snart som möjligt: Anmälan

Om du får förhinder, meddela oss gärna via: almedalen@opticom.se


Vill du veta mer om vad vi på Opticom, Adxto och Mimerex arbetar med? Kontakta oss gärna eller besök våra hemsidor:


Carl Michael Bergman, VD, Opticom: carl.michael@opticom.se  Opticom Group Opticom International Research

Helena Östregård, VD, Adxto helena.ostregard@adxto.com Adxto

Pontus Torstensson, VD, Mimerex pontus.torstensson@mimerex.com Mimerex

CELEBRATING 30 YEARS AS ADVISORS TO THE GLOBAL FOREST INDUSTRY (1987-2017)

Posted on May 3, 2017 by Opticom

There are many people who have been part of Opticom’s history and have been valuable in contributing to our success. Our roots stem from research and analysis, which has provided our clients with true customer knowledge. This knowledge has served as the foundation for decisions that aim at creating bottom line value for our customers across the industry.


Numerous client testimonials has shown that research pays off. Over the years, we have added consulting to our offering, helping our clients to reach insights that allow even better decision making. These are the two disciplines that we have built our success upon, and it has allowed us to work with an incredible list of globally leading companies. It has been our privilege to serve all these companies on a long-term basis.


We added communication as the third leg in our business in 2014, and thus today the Opticom Group offers global research, consulting and communication to all of our clients.


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 active on 6 continents in more than 100 countries. Since our foundation in 1987 we have undertaken hundreds of international assignments across the world.


We thank all our clients for trusting Opticom with your important projects, and we also thank all of our co-workers and business partners for their hard work and commitment to Opticom.


Finally, we are very much looking forward to the next 30 years and beyond. We can also assure you that we will continue to be passionate about understanding your key challenges and in finding solutions that deliver true value and ROI.

WHAT’S COOKING: EYE FOR PHARMA: UNITED FOR HEALTHCARE

Posted on April 3, 2017 by Opticom

Opticom took the opportunity to hear and discuss What’s cooking in Pharma, at the annual Eye for Pharma’s Barcelona Conference 2017.


Buzz words such as patient empowerment, digital services, multi-stakeholder collaboration, and customer engagement confirm that the industry is clearly widening its “customer focus” to include a stronger patient centricity and closer stakeholder collaboration as well as a broader definition of offering value through innovative services.


Opticom will continue to help health companies succeed in their healthcare ecosystem. Do contact us if you would like to talk, brainstorm, and plan your next steps towards improved value propositions!


Some interesting quotes caught at Eye for Pharma Barcelona 2017:

“Technology forces us forward: pharma on its own will cause an evolution, by partnering with external partners, we will create a revolution.” (Panel discussion)

On Patient value: “We need to get patients to be proud of us – Pharma – proud of what we have achieved. We should do a better job to convince them.” (Panel discussion)

Bottom line: regardless of the value offered: “Never surprise us (patients) with any side effect!” (Ian Talmage, Senior Advisor, Bayer)

“Pharma’s role: Helping people to get better at getting better.” (Panel discussion)

“What is the most advanced pharma company when it comes to digitalization? Not just one company, but we can see indications that they are often the smaller, midsize companies, from the Nordics or Belgium.” (Dr. Frank Kumli, Executive Director, Life Sciences, EY)

THE SEVEN LIVES OF A TREE. SUSTAINABLE ENOUGH?

Posted on March 9, 2017 by Opticom

Take a closer look at the cardboard box that you just opened, or the newspaper you finished reading, or the bag of toilet tissue you recently bought. In an earlier life, they all used to be trees. Or rather, the cellulose fibres these products are made of used to be trees. But since then, the fibres have made a long journey.


Let’s start from the beginning, out in the deep forests. Chances are that these trees grew in the Nordics, and were planted in the beginning of the 20th century. Then they were cared for, decade after decade. While they grew, they absorbed enormous amounts of CO2 and produced oxygen, year after year.


Then they got harvested. And while new seedlings were planted, the best timber became floor boards, kitchen cabinets, or even complete houses. The rest was meticulously processed into fresh fibre pulp. Which eventually allowed publicists to issue their glossiest magazines. Confectionaries to pack their most delicate chocolates. And IT-companies to market their smartest mobile phones.


End of act one. Time to recycle. These recycled fibres return as tabloid newsprint, heavy-duty packaging board, trendy wall-paper, best-selling books or almost anything else. And so it evolves. Time after time, in an eternal cycle of life. Or?


The truth is that not even cellulose fibre have eternal life. After six or seven iterations they’re done. Their tenacity is gone, and they turn into dust. And here’s the catch of the very important and ambitious recycling systems deployed all over the world today. Unless they’re fed with a certain amount of new, fresh fibre, they collapse.


Where will this insight take the recycling industry in the long run? How will it affect the policies of the environmentalists? And what opportunities will it present to adaptive and inventive pulp & paper companies that want to focus even more on sustainability?


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 effective communication.

WHERE DID YOUR KITCHEN TABLE GROW?

Posted on January 10, 2017 by Opticom

You probably don’t have the faintest idea. But, it is an important question to ask. Not only for you, but the entire globe.


Think about how much you care about the food you eat. You ask questions, such as; were the hens happy laying the eggs? Did the cows eat well? Are the carrots grown organically? Or did the peas get sprinkled with pesticides? It’s also become more important to know about the entire value chain, if the products come from a farm nearby, or have they been flown across the globe?


These are facts consumers use to drive their buying behaviour. So manufacturers now supply accurate information and are increasingly doing so. The proof can be found on a pack of eggs, or a bag of peas; there it all is, clearly declared.


Could this also be a way forward for the forest industry? Or rather in all industries making products from trees?


Consumer power is a forceful way to create the necessary peer pressure for change. Most people know from early age that trees are the lungs of mother Earth, transforming CO2 to the oxygen we breathe. But much fewer consumers know that trees are a steadily growing resource thanks to a century of responsible forestry.


Now look at this from a corporate perspective. Supplying sustainably produced goods has become one of the strongest brand promises today. So imagine the following. Next time you buy a new kitchen table, there’s a label with the GPS coordinates indicating where the trees grew. Your floorboards will be marked with how much water was used in production. And cookbooks will explain their environmental credentials by presenting both the ingredients and the recipes of the pulp they are made from.


Would that work? We don’t know yet. But let’s find out.


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

 

NAVIGATOR IS THE MOST VALUABLE OFFICE PAPER BRAND IN EUROPE

Posted on November 3, 2016 by Opticom

See the full ranking here

Opticom International Research now presents the results of the 12th edition of the “Brand Equity Tracking Survey – Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among
1500 professional end-users across 5 countries in Europe. The countries covered are Germany, France, the United Kingdom, Italy and Spain.

Among the brands qualifying this year, Navigator, Xerox and HP have been evaluated by more respondents in 2016 than in 2013 and only Lyreco has qualified in all markets in 2016. When comparing the ranking for the five countries sampled in 2016 versus 2013, two brands are no longer qualifying: Discovery and Office Depot.


Navigator has doubled its Spontaneous Awareness Index since 2013, while showing steady levels in the other indices (Quality & Association index as well as Loyalty index) reaching the first position in all criteria and taking the overall leadership. Xerox, 2013’s leading brand, dropped to second place due to a lower score in the Spontaneous Awareness Index.

Lyreco and HP swapped places mainly due to higher Quality & Association and Loyalty indices for Lyreco. Staples qualified again but shows a strong decrease in its Top-of-Mind index and a loss of few points in all the other indices although the brand did improve its recommendation index.


When looking at the ranking in each individual country, we can see that more brands are qualifying on an individual country level such as Canon and Viking in the United Kingdom, Office Depot in France or Plano in Germany.

While most of the rebranded reseller brands have maintained their position or dropped in the ranking, it is still clear that the majority of the brands in this top list are corporate brands. Only one pure product brand has qualified on the overall European level: The Navigator Company’s Navigator.


“Beside ranking the most valuable brands of Office Paper in Europe, we explore where and how the brands are bought, how the brands and suppliers are selected but also the environmental issues around the office paper brands, giving a deeper dimension to the information provided in this research” comments Cécilia Vassal Nyholm, Project Manager. “And knowing how actively our clients are using the results in their communication with their customers is very rewarding to us.”


For more information, or ordering of the study, please contact Cecilia Vassal Nyholm at: cecilia@opticom.se

INCADA, TAMBRITE AND INVERCOTE ARE THE MOST VALUABLE BRANDS AMONG CONSUMER GOODS BRAND OWNERS

Posted on July 7, 2016 by Opticom

See the full ranking here


Opticom International Research now presents the results of the 7th edition of the “Brand Equity Tracking Survey – Cartonboard: Brand owners”. This industry standard benchmark survey for cartonboard brands has been conducted among
351 consumer goods brand owners across 8 countries in Europe and active in one of the following 6 segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. The countries covered are Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland.

Both Iggesund and Stora Enso maintain their positions as owners of the most valuable brands since 2012. However, the competition is closing in with Carta range showing higher indices in both quality and loyalty than the leading brands and Simcote having a rather strong awareness index.


Compared to 2014, Algro Design (Sappi) and Excellent Top (MM Karton) have qualified for ranking for the first time; and BillerudKorsnäs (BillerudKorsnäs) is back in the ranking whereas Chromolux is exiting due to the lack of evaluations.


Main findings


The survey shows that the brand awareness levels are overall very low – similar to both 2014 and 2012 – and depending on the segment; brand owners active in Pharmaceutical & Healthcare show the highest level of awareness. On the other hand, prompted awareness levels are much higher and indicate a “passive” knowledge of the brands. The results show that the purchase/usage of a specific brand is no guarantee for its awareness among brand owners.


Cartonboard brands generally meet users’ expectations with the exception of value for money. In comparison with previous years, the gaps between the brand owners’ expectations and the brands’ performance are becoming more narrow overall, meaning the brands are better at meeting the brand owners’ expectations (with the exception in Value for money).


Overall brand owners are loyal to their current main brand and Carta range show the highest share of users (very) likely to continue using the brand.


Besides ranking the most valuable brands, the survey allowed us to look into what drives the choice and the purchase of a specific brand but also get insight into topics such as sustainability. Brand owners also shared interesting ideas on how to gain value from technical services and how producers could help them meet their most critical challenges.

For more information, or ordering of the survey, please contact Cécilia Vassal Nyholm at: cecilia@opticom.se

IGGESUND AND STORA ENSO ARE OWNERS OF THE MOST VALUABLE CARTONBOARD BRANDS IN WESTERN EUROPE

Posted on June 30, 2016 by Opticom

See the full ranking here


Opticom International Research now presents the results of the 7th edition of the “Brand Equity Tracking Survey – Cartonboard”. This industry standard benchmark survey for cartonboard brands has been conducted among 225 converters across 8 countries in Europe. The countries covered are Germany, France, the United Kingdom, Italy, Spain, the Netherlands, Belgium and Switzerland.

Both Iggesund and Stora Enso continue to maintain their positions as owners of the most valuable brands since 2012. However, the competition is closing in with Simcote showing a higher level of loyalty than the leading brands.


In comparison with previous years, Pankawhite/-brite (from Pankaboard) has qualified for ranking for the first time; and 3 brands are back in the ranking: Alaska Plus (International Paper), BillerudKorsnäs (BillerudKorsnäs) and Algro Design (from Sappi).


Main findings


The survey shows that the levels of awareness of the top brands have increased since 2014, especially for Performa, Carta range and Excellent Top. Moreover, we can once again see a clear correlation between spontaneous awareness and purchased brands.


Value for money and Consistent Quality remain the two leading aspects in terms of brand evaluation. In general, brands are meeting the same level of expectation as in 2014, with the exception of Value for Money where converters are slightly more cost sensitive and less satisfied with the brands’ performance.


On the service side, Supply Reliability remains the most important aspect for converters who are not yet satisfied with the brands’ related performance. Comparison over time shows that business relationship has gained in importance and the brands are worse at meeting expectations.

The converters are still very loyal to their current main brand: both likely to continue purchasing the brand but also in recommending it to others.


Besides ranking the most valuable brands, the survey allowed us to look into what drives the choice and the purchasing of a specific brand but also to get insight into topics such as sustainability. Converters also shared interesting ideas on how to gain value from technical services and how producers could help them meet their most critical challenges.

For more information, or ordering of the survey, please contact Cécilia Vassal Nyholm at: cecilia@opticom.se

CAR FOR SALE. WHO CARES?

Posted on June 16, 2016 by Opticom

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.

TAKING THE INTERNET OF THINGS FOR A RIDE. WITHOUT A DRIVER.

Posted on June 8, 2016 by Opticom

Imagine one of the leaders within the automotive industry.


Paint the picture that they’ve been building vehicles for really long, been really successful and become really appreciated. Drivers just love handling these impressive machines. The mechanics are superb. The driver interface is beyond compare, and the comfort is exquisite.


Let’s say that this is a producer of professional vehicles, such as long haul trucks, wheel loaders, mining equipment or even buses. Hence, availability and cost of operation will be key to any owner. But also in this discipline, our company scores high.


One could only guess the brand assets of such a product range. And of such a corporation.


So what happens when the interactive electronics of these already advanced machines grow up and become connected? Become part of the so cherished Internet of Things.


Information technology will allow for mind boggling novelties such as vehicles that drive better on their own than with their drivers. Vehicles that thrive best with their kins, travelling whole continents in a group, or what is now called platooning. Vehicles that are performing around the clock. A traffic environment far safer, without any driver at all, however skilled they may be.


What happens then with the loyalty of the drivers? And what happens with the brand assets?


Will such a vehicle-producer be seen as a sub-supplier to Internet companies? Or is it maybe so, that an agile producer can grab this opportunity, and turn things the other way around. And build an even stronger brand?


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


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

OPTICOM DONATES TO THE INTERNATIONAL CHILDREN’S VILLAGES

Posted on May 18, 2016 by Opticom

Opticom is proud to announce that 10,000 SEK was donated to the International Children’s Villages as a result of telephone and face-to-face qualitative interviews on behalf of the participants.

Certificate

TURNING WIND POWER IN A NEW DIRECTION. WITH AN INNOVATIVE SPIN.

Posted on May 12, 2016 by Opticom

Imagine a pioneer in the wind power business deciding to create true change.


Let’s assume that they have been around for a while, and that they have made their mark as a solid supplier of reliable technology. Let’s also consider the fact that they have moved upward the value ladder, offering both a portfolio of services and a range of consultative advice.


Finally, one more assumption. They have been an ardent advocate for wind power in general. Investing time and money in building the arena for harnessing this endless source of energy.


But turning the energy industry in a new and greener (or maybe bluer) direction takes time. And since time is money, one could imagine the agony of various stakeholders. We just do not make any money, the bean counters in this company complained. They just spend tax money, skeptical politicians claimed. They just waste time, reactionary industrialists complained. They need more time – and money – devoted environmentalists argued. On, and on, and on.


Gradually, technology matured. Reliability grew, so did efficiency. And finally, pay off times reached acceptable levels, even without counting financial support from governmental bodies.


Still the market refused to mature. It didn’t take off. It just trudged along, on shore, off shore and even off distance.


But what if they decided to turn the equation around?


Starting with offering the end customers a more tangible benefit than green electricity. Offer them the functionality they are using the electricity for. Like washing their clothes. Warming their house. Preserving their food. Preparing their meals.


In essence, they would market wind powered washing machines, radiators, fridges, stoves.


Would that work? Would it become a success?


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


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

OPTICOM LAUNCHES THE 2016’S EDITION OF THE OFFICE PAPER BRAND TRACKING STUDY

Posted on May 11, 2016 by Opticom

The research consists of telephone interviews with end-users across three offices size: small, SOHO and large. About 1500 professionals, responsible for selecting and/or purchasing office paper, will be interviewed in five European markets: Germany, France, the United Kingdom, Spain and Italy.


The survey provides value to subscribers in a number of ways:


• Follow-up and evaluation of the success of brand strategies: Rebranding, the launch of new concepts, brand positions’ development over time can all be evaluated accurately on the basis of the survey.


• Evaluation of different brands’ value in different markets – including awareness, satisfaction and loyalty – provides a valuable input for developing a brand’s position in a brand portfolio or for developing a brand portfolio to even better fit with end-user needs.


In addition to providing you with input on how to develop your portfolio, Opticom’s independent research report also provides you with a powerful tool in channel negotiations. A good position in the overall ranking for your brands can be used for marketing and PR purposes and can contribute to building commitment internally.


The preparation of the survey will take place during May and the fieldwork will be conducted in Q3, 2016 so that results will be available in October/November.


For more information, or ordering of the study, please contact Cécilia Vassal Nyholm at cecilia@opticom.se.

PUT A TREE IN YOUR TANK

Posted on April 25, 2016 by Opticom

Many of us remember Esso’s classic campaign about putting a tiger in the tank of your car.


That claim was coined in another millennium, but demand for a clean, powerful and efficient fuel (yes that was what Esso promised) remains.


Now imagine that someone sets the wheels in motion and starts developing, producing and marketing a fuel that is not based on fossil resources. That does not contribute to climate change. That has no negative effect on agriculture and does not interfere with food production.


Imagine a fuel that can power anything from airplanes and long haul trucks to city cars and scooters.


And imagine – if you can – this fuel being based on an endless resource that can be regenerated forever and ever.


Think trees.


How this can help change the world, we don’t know yet. But we can find out.


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

CHANGING THE WORLD OF FORESTRY

Posted on April 6, 2016 by Opticom

Imagine a country where forestry generates 10% of the industrial production.


With any likelihood this country cared for all of their trees for more than a century, to ensure that this valuable resource remained just that. Re-planting more than what was harvested became not only legislative, but also a modus operandi. A way-of-life that produced such desirable goods as baby diapers, toilet tissue, carton board, liquid packing, wooden floors, posh furniture, surgical cloth, and even smart clothes. The net export value of this was not bad at all.


Over time, it is not unlikely that the awareness rose that this vast resource (more than 55% of the land) also spun off other benefits of a greater good. Like helping the Earth to breathe. Balancing out CO emissions. And helping to stop climate change.


Many of the inhabitants of this country used this production resource as their own recreational arena; skiing, hiking, fishing, biking, scouting, picking mushrooms, harvesting berries, hunting game, birdwatching and much more.


However, another fraction of the inhabitants saw the contrary. They only envisioned large corporations intruding in nature, threatening life-on-earth. And claimed that this industry in fact endangered species and worsened climate change.


To the amazement of many, the latter group got the upper hand. And started to limit the use of the forests. More and more land was set aside as national trusts, deemed to perpetual unproductiveness. Facing rapid decay, these vast forest areas would neither contribute to grow GDP nor lower CO. And definitely not help push the boundaries of new, smart materials technology.


What to do? Who is right? What is wrong? How to turn things right?


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


Because the only thing we do is to help companies around the world create value by transforming data and knowledge into strategic advice and efficient communication.

LIF INAUGURATES NEW PREMISES – AND WE WERE THERE!

Posted on March 18, 2016 by Opticom

LIF – the research-based pharmaceutical companies’ association – inaugurated their new premises at Sveavägen 63 in central Stockholm. Of course we were there.


LIF President Anders Blanck began the inauguration by presenting the new premises as the new meeting place for anyone who wants to discuss cooperation in the healthcare field, plus a selection of offices as well as large and small meeting rooms to rent. There will also be temporary workstations available for visitors – and LIF sincerely hope that many will take advantage of the stimulating environment that the new space can offer.


LIF already share these premises with several other organisations, such as IML, Leading Health Care, Swecare and Pharmaceutical Insurance with more to move in once the current two floors become three.


A highlight of the inauguration was the presence of Agneta Karlsson, Swedish State Secretary.
On behalf of the Swedish government she expressed the ambition for Sweden to become world leaders in Life Science, and stressed the need for all key individuals on every possible level to cooperate in order to achieve this goal. Not surprisingly, all representatives agreed wholeheartedly!

After which it was time for the State Secretary to cut the inaugural ribbon, however the ribbon was cut into several pieces for each representative and then tied back together again in order to symbolise unified ambition as well as cooperation.

/Tomas Andersson
Senior Researcher, Opticom

THE SWEDISH BUSINESS CLIMATE TAKING THE WRONG TURN

Posted on February 29, 2016 by Opticom

The Confederation of Swedish Enterprise’s report “Företagsklimatet – nu än viktigare” (The business climate – now even more important) shows how the Swedish business climate is taking a slightly negative direction after decades of positive developments.


The report includes the results from a study conducted by Opticom on behalf of the Confederation, based on in-depth interviews with 164 business leaders from internationally oriented and research-intensive companies in Sweden.


Opticom is proud to have conducted this important study for the third time.

To read the report (in Swedish), click on the image on the left.


For more information about the study conducted on behalf of Svensk Näringsliv, please contact our CEO Carl Michael Bergman at +46 8 50 30 90 02 or email at carl.michael@opticom.se.

TREND REPORT 2025 – WHAT’S HAPPENING IN THE SWEDISH PHARMACEUTICAL INDUSTRY?

Posted on February 11, 2016 by Opticom

We approached this project carefully, as it was our very first undertaking of this scale. We studied our client’s business to create a focused and effective solution - and then watched it grow. We loved working with this client, and look forward to collaborating together on many more successful projects in the future.

To read the report (in Swedish), click here.

“KNOWLEDGE EXPLAINS. COMMUNICATION CHANGES”

Posted on January 28, 2016 by Opticom

The Opticom Group website is now live…

opticomgroup.se

 

BOTH RIGHT AND WRONG IN THE VISION OF THE FUTURE FROM 1999

Posted on December 7, 2015 by Opticom

Just before the turn of the millennium, in 1999, the consulting and research company Opticom carried out a survey of how senior representatives of what were at that time the major global pharmaceutical companies saw the future. How well does the companies’ vision coincide with the way things are now, 15 years later?


The report, Prescription for a healthy industry, also formed the basis for a series of articles in Svenska Dagbladet/Näringsliv written by Elisabeth Sandlund. The report was partly based on in-depth interviews with 34 senior executives at what were at that time the 20 largest pharmaceutical companies. Their analysis resulted in three main points:

  • There is still a large unsatisfied need for pharmaceuticals. There is no cure for two thirds of all illnesses. The world population is getting older. New research methods are being developed all the time and there will be substantial growth in DTC (direct-to-consumer sales).

  • Quick access to market is a key to success. In the face of tougher future competition, companies must launch new innovative products quickly.

  • Company mergers slow down companies’ development processes. The top executives questioned the benefits of mergers and wondered whether they were driven by the financial markets and by financial consultants. They were the main beneficiaries of mergers – not the patients.


The winners, predicted the author of the report, will be companies that succeed in achieving a high organic growth rate, companies that sell or outsource in areas outside their own core areas and companies that focus on a small number of therapeutic areas and companies that focus their efforts on their own stores and customers. Companies will benefit from alliances with other companies and research groups, in-licensing, greater investment in research and development and strategic use of information technology.


The losers, on the other hand, would be companies with weak research portfolios but that chose to merge – those companies lose their focus and their rhythm, and therefore their competitiveness…

Article continued in links below:
Click here to read the full article (in English) – Translated from original Swedish by Opticom.
Click here to read the full article (in Swedish).

OPTICOM LAUNCHES THE 2016’S EDITION OF THE CARTONBOARD BRAND TRACKING STUDY

Posted on November 11, 2015 by Opticom

The research consists of telephone interviews with cartonboard converters and brand owners across six end-use segments: Cosmetics, perfume & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Chilled & frozen food, Dry food and Wine & spirits. About 600 professionals, responsible for selecting and/or purchasing cartonboard for folding packaging, will be interviewed in seven European markets: Germany, France, the United Kingdom, Benelux, Spain, Italy and Switzerland.


The survey provides value to subscribers in a number of ways:


• Follow-up and evaluation of the success of brand strategies: Rebranding, the launch of new concepts, brand positions’ development over time can all be evaluated accurately on the basis of the survey.
• Evaluation of different brands’ value in different markets – including awareness, satisfaction and loyalty – provides a valuable input for developing a brand’s position in a brand portfolio or for developing a brand portfolio to even better fit with end-user needs.


In addition to providing you with input on how to develop your portfolio, Opticom’s independent research report also provides you with a powerful tool in channel negotiations. A good position in the overall ranking for your brands can be used for marketing and PR purposes and can contribute to building commitment internally.


The preparation of the survey will take place during November and December and the fieldwork will be conducted in Q1, 2016 so that results will be available by April/May the latest.
For more information, or ordering of the study, please contact Cécilia Vassal Nyholm at cecilia@opticom.se.

 

OPTICOM ANNOUNCES NEW CUSTOMER EXPERIENCE MANAGEMENT PARTNERSHIP

Posted on September 18, 2014 by Opticom

Opticom are pleased to announce our partnership with SynGro, a world leader in customer experience management technology. SynGro share our commitment to turning customer feedback into valuable insight to drive strategic action and tangible value.


Today’s business benchmark “Customer Experience”
Gartner defines customer experience management (CEM) as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.”


Our customer experience software gathers feedback from any source including in-person and telephone interviews, SMS/web/IVR surveys and even complaints, reviews and social media. Feedback is analysed in real time with critical trends and topics automatically distributed to the right people to take the right follow-up actions.


By integrating this real time feedback with financial, operational and geographical data unique to your company, a true single customer view emerges. The result is loyal customers who spend more and promote your brand.


Opticom and Syngro would like to invite you to learn more about today’s business benchmark ”customer experience” and how we can help you drive value from insight. To book one of our exclusive 1-to-1 customer experience discovery sessions in November, call Tejpal Chugh, Customer experience specialist on +46 708 39 90 07 or email him at tejpal [at] opticom [dot] se.

INDUSTRY STUDY SHOWS COLLABORATION IS THE KEY TO OPPORTUNIES

Posted on September 14, 2014 by Opticom

Collaboration is the key to a more holistic view and good health economics and the pharmaceutical industry should be a key player in this. At the same time, it may be high time for the pharmaceutical industry to revise not only its own strategies, but also its self image: To dare to stand for and communicate what the industry actually does and can do in the future. These are some of the results of this year’s industry study conducted by Opticom International Research in collaboration with the Pharma Industry and LIF.


Opticom International Research has since 2010 every year conducted a study in the Swedish pharmaceutical industry in collaboration with Pharma Industry, where people working in the pharmaceutical industry will offer their opinions and predictions for the industry. Since 2012, LIF (the trade association for the research-based pharmaceutical industry in Sweden) has also participated in conducting the study. The aim of the study is to identify the industry’s perception of itself and the perception of its role within the Swedish health care system in order to identify both opportunities and threats for the future.

USAGE OF CARTONBOARD NO GUARANTEE FOR CARTONBOARD BRAND AWARENESS AMONG CONSUMER GOODS BRAND OWNERS

Posted on September 5, 2014 by Opticom

Opticom International Research today announces the “Part II – Brand Owners” of the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2014” defining and ranking the most valuable virgin fibre cartonboard brands in Western Europe according to consumer goods brand owners.



The ranking of brands, the Opticom Brand Equity Index, takes into account both awareness of and satisfaction with the brand. Satisfaction encompasses quality and service associations, perceived brand performance as well as loyalty towards the cartonboard brand.


The results are based on interviews conducted in February-April 2014 with 377 brand owners located in Western Europe, representing six different end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. In total 45 different brands were evaluated by the brand owners.


Most valuable brands in Western Europe – based on the Opticom Brand Equity Index

This year’s ranking presents 11 brands qualifying for the index (12 in 2012); and the 3 most valuable brands, overall, are Tambrite (from Stora Enso), Invercote and Incada (both from Iggesund). These brands were also in the top three in both 2010 and 2012 but have since then switched places.

See the full ranking here.

LEADING CARTONBOARD SUPPLIERS REAFFIRMING THEIR POSITIONS AMONG CARTON CONVERTERS – RESULTS SHOW THERE IS A CLEAR CORRELATION BETWEEN SPONTANEOUS AWARENESS AND PURCHASED BRAND

Posted on September 2, 2014 by Opticom

Opticom International Research today announces the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2014” defining and ranking the most valuable cartonboard brands in Western Europe according to carton converters.

The ranking of brands, the Opticom Brand Equity Index, takes into account both awareness of and satisfaction with the brand. Satisfaction encompasses quality and service associations, perceived brand performance as well as loyalty towards the brand.


The results are based on interviews conducted in February-April 2014 with 220 carton converters from eight Western European countries: Germany, the UK, France, Belgium, the Netherlands, Spain, Italy and Switzerland (new). All the converters who participated in the survey to some extent use virgin fibre cartonboard for their cartons and produce folding cartons for at least one of the following end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. In total 58 different brands were evaluated by the converters. To qualify for the ranking, a brand must be evaluated by a minimum of ten respondents. Respondents cover a range of functions although most are related to purchasing and selection of cartonboard.


The survey shows that the levels of awareness for most of the FBB brands remain on similar levels as in 2012, whereas SBB brands show a positive development. Another important finding from the survey is that the brands overall are closing the gaps between converter expectations and brand fulfilment.

See the full ranking here

OPTICOM ATTENDS LÄKEMEDELSDAGEN 2014

Posted on April 2, 2014 by Opticom

Opticom attended Läkemedelsdagen 2014 at Nalen where the road to a more equal health care for all was in focus.


Ordnat införande, horizon scanning and structured follow-up were topics that were presented and discussed. In the panel discussions where Anders Blanck, LIF, Hans Karlsson, SKL, Heidi Stensmyren, Läkarförbundet and Calle Waller, Prostatacancerförbundet participated, critiscism was expressed against the models’ focus to be more on order and structure and follow-up and very little on introduction.


There are different roads to take, either you can act in the existing systems, i.e. to do something that may not be good, but at least better than what is done today or you can do something new and make a difference. Representatives for the industry, patients and clinics consider “ordnat införande” to be a far too weak effort and point out there is a greater need for speed that cannot be accommodated in the current systems.


During the day more criticism was expressed towards the current health care system in Sweden:
“Today we have a very weak uptake of new drugs in Sweden and that is a major issue. Many believe we still have a growing budget for pharmaceuticas in Sweden, but this belief is wrong, this budget has not increased in many years.” (Robert Ström, LIF)


“There is a lot of money that is used wrongly in the health care system in Sweden. If we would use the money in the right way, we would not need any private health insurances. Just to move a recycle bin for batteries 2 meters can save hours for health care personnel and before we have looked at all these kinds of improvements, I think we should not start to discuss private health insurances.” (Barbro Westerholm (FP), member of parliament)

A TRULY MULTI-CULTURAL GLOBAL VILLAGE

Posted on March 3, 2014 by Opticom

Every year Opticom conducts over 60 000 telephone interviews with respondents all over the world. In addition to this Opticom staff travels across the world interviewing our clients’ customers, printers, converters, merchants, advertising agencies, paper mills, doctors, patients, purchasers, retailers, and end-users on behalf of our clients.


Opticom’s competitive edge lies in conducting all fieldwork with our in-house native speaking work force. In 2013 over 60 researchers with about 30 different nationalities were engaged in these projects. All researchers are recruited in Sweden and are stationed at our company headquarters in central Stockholm. As a matter of fact, with such an international workforce, operating from one location, Opticom is one of the most international companies in Sweden. Around 75% of salaries paid by Opticom are to employees who are a foreign national – a truly multi-cultural global village.


In order to facilitate such an ongoing international operation Opticom invests considerable resources into recruiting and training well-educated and professional researchers. Safeguarding quality in the interview process is for obvious reasons one of our main concerns at Opticom. The old wisdom that an analysis is never better than the information it is based on, makes recruiting talents extremely important.


Anette Eng, HR Manager and Head of Research Department, is in charge of this momentous task at Opticom. Anette Eng, born in Sweden but raised in Sweden as well as Greece has a multi-cultural heritage herself. Besides growing up in a bicultural family, she spent extensive periods abroad studying in Italy, Spain and France. Her studies in marketing, human resource management as well as languages provide her with the perfect background for managing Opticom’s international staff. In her daily work, Anette Eng makes it her business to create the perfect team of researchers for every project, regardless of project size, type, industry segment and geographical region.

Working with so many nationalities at one single location sounds very interesting but how does your staff feel about that? 

It is true that it is very interesting and I feel very privileged to be able to meet with, recruit and work with such talented and well-educated people from all over the world. I think that most of those choosing to work at Opticom feel the same way and often choose to continue to work here because they enjoy being in our international environment.


How do the respondents react when someone, speaking their language perfectly, calls them from Sweden?
Respondents often compliment our interviewers on their excellent language skills. When they realise that the interviewer is actually from their own country, a conversation about this naturally evolves. This works as an ice-breaker and often forms a good starting point for the rest of the conversation.


What kind of personalities are you looking for when hiring researchers?
First and foremost it is important that they have a positive attitude and good communication skills. We are very well aware of the importance of our interviewers sounding professional, but they also need to sound glad, since a smile can even be heard over the telephone. Besides these essential skills in communication, we require our interviewers to be very efficient and accurate. Finally, experience and a background in marketing or sales or within one of our specific fields is of course a merit.


Is it not better to subcontract fieldwork to local research companies throughout the world?
In some cases this might be a good alternative, but we find that managing and conducting all parts of the research from one single location is more cost-effective and provides better quality. With one project team for all local markets, Opticom makes sure that no tasks (e.g. project management) are duplicated. This also minimises the risk of performing the tasks in different ways that would negatively affect the consistency and reliability of the study’s results.

OPTICOM LAUNCHES OPTICOM INCITE

Posted on January 24, 2014 by Opticom

In 2014, Opticom adds communication to its research and consulting offering.


At Opticom, our roots stem from research and analysis which provide our clients with true knowledge. This knowledge serves as the foundation for decisions that aim at creating value on the bottom line. Carl Michael Bergman, CEO at Opticom International Research says: “Numerous client testimonials show that research pays off”.


Over the years, we have added consulting to our offering, helping our clients to reach insights that allow even better decision making. These two disciplines have built our success, and allowed us to work with an incredible list of globally leading companies. “It is a privilege to serve all these companies on a long term basis”, concludes Mikael Selling, CEO at Opticom Consulting Group.


Still, it is our profound belief that although knowledge may explain even the most complex matters, only communication has the power to create lasting change. That is why we now add a third leg to our business, communication.


We do so by starting a new company, Opticom Incite, run by some of the most acclaimed advertising experts in the Nordics. They have a long experience from working with complex, international tasks for major, global corporations.


“It is our ambition to help Opticom clients – old and new – to improve their business using efficient creative concepts”, states Martin Kubu, CEO at Opticom Incite.


With these three functions, we can now offer a seamless process – from Analytic Research, via Strategic Advice to Creative Concepts – aiming at making a difference on the bottom line.

For more information, please contact Mikael Selling or Carl Michael Bergman at +46 8 50 3090 00 or by e-mail at mikael@opticom.se or carl.michael@opticom.se.

RESELLER BRANDS STAND STILL IN OPTICOM’S OFFICE PAPER RANKING

Posted on January 21, 2014 by Opticom

Opticom International Research now presents the results of the 11th edition of the “Brand Equity Tracking Survey – Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among 2 100 professional end-users across 7 countries in Europe. The countries covered are Germany, France, the United Kingdom, Italy, Spain, the Netherlands and Sweden.


Given its enormous strength when it comes to spontaneous awareness Xerox is still in the lead. Navigator reinforces its second place, whereas HP has taken over the third position from Lyreco. The brands in second and third place are close but have very different strengths; Navigator is evaluated in more countries and its strength lies in quality, while HP is still stronger on spontaneous awareness in bigger markets such as Germany and the UK.


“Besides looking at brand equity, some of our clients indicated during the start of the project that they also wanted us to look at who the main brands are bought from,” says Marijn van der Sluijs, Project Manager. “This has finally allowed us to map where the leading brands are bought and which brands the leading suppliers focus on, adding a whole new dimension to the information provided by the survey.”

See the full ranking here.

 

PHARMA INDUSTRY PUBLISHES OPTICOM’S 2013 STUDY ON THE SWEDISH PHARMACEUTICAL INDUSTRY

Posted on September 20, 2013 by Opticom

The pharmaceutical industry is facing both external and internal challenges. The external challenges are a lot about the health care sector’s strong focus on costs and lack of resources, creating a tough market to operate on. The internal challenges are especially about the need to be better at creating a dialogue with the new stakeholders. And LIF, the trade association for the research-based pharmaceutical industry in Sweden, needs to work on strengthening the industry’s reputation. These are some of the main findings of the survey that Opticom conducts each year in collaboration with the Pharma Industry magazine and LIF.


Since 2010, Opticom conducts an annual industry survey in the Swedish pharmaceutical industry in collaboration with Pharma Industry, and since 2012 also with LIF. The study is meant to reflect major industry issues and show how attitudes change over time. The study is designed as a web survey among Pharma Industry’s readers and other relevant people in the industry. This year’s survey was conducted in the spring of 2013.

Click here to read the full article about this survey on the pharmaceutical industry (in Swedish).

REPORT SUMMARISING HEALTH CARE IN ALMEDALEN HIGHLIGHTS OPTICOM STUDY

Posted on August 30, 2013 by Opticom

The Swedish health care system is mediocre at using innovative medicines compared to other countries in Europe. This is a result that surprises Europeans – but not Swedes. This according to a new survey Opticom has carried on behalf of LIF – the research-based pharmaceutical companies.


A summary article from LIF’s seminar during Almedalen is presented in the report “Vården i Almedalen 2013”. This report is an editorial magazine where the communication agency Gullers Group make sure that what is being said in Almedalen does not just stay on the island of Gotland. Since 2010, the report summarises and analyses the most important health care issues during the week – and how health care stakeholders would like to resolve them. The report is organized according to the themes that dominated the week and shows current trends and developments in Swedish health care.


To read the article (in Swedish), click here.


For more information about the study conducted on behalf of LIF, please contact project manager Marijn van der Sluijs at +46 8 50 30 90 00 or marijn [at] opticom [dot] se.

OPTICOM PRESENTS REPORT ON DIFFERENCES IN USE OF INNOVATIVE DRUGS AT ALMEDALEN

Posted on July 5, 2013 by Opticom

During a seminar in Almedalen on the 5th of July, Opticom presented a report on why the use of innovative drugs differs between comparable countries in Europe. The report was prepared on behalf of LIF, the trade association for the research-based pharmaceutical industry in Sweden. To provide LIF with a deeper understanding of why the use of innovative drugs differs among comparable countries, Opticom conducted interviews with approximately 200 Key Opinion Leaders and representatives for government authorities and other national organisations, in four core therapeutic areas in six European countries: Sweden, Denmark, the Netherlands, Germany, the United Kingdom and France.

For the four selected therapeutic areas, IMS Health provided LIF and Opticom with data how innovative medicines are prescribed in the various countries, which in turn enabled a ranking of countries. These rankings then formed the basis for discussion with the respondents. For the therapeutic areas that the survey focused on – Alzheimer’s, anticoagulants, diabetes, and oncology Sweden landed in positions 10 to 17, when the use of innovative drugs compared to 27 European countries.


The fact that Sweden is relatively low in these international comparisons is something that surprises respondents outside Sweden. The image of Sweden as an innovative country with high welfare is fairly widespread in Europe leads to the expectation that Sweden would be a country that should take more of a leading position.


To access a summary of the results, please choose your language below:
English or Swedish


To access the full report (in Swedish) – click here.


For more information about this report, please contact project manager Marijn van der Sluijs at +46 8 50 30 90 00 or marijn [at] opticom [dot] se.

MARKET-ORIENTED ECONOMIC REFORMS PAY OFF

Posted on July 1, 2013 by Opticom

In the Confederation of Swedish Enterprise’s report “Marknadsinriktade reformer lönar sig” (Market-oriented economic reforms pay off), Ulf Jakobsson goes through a number of international studies that show that Sweden compared to other countries has had a more positive development of the business climate in recent decades thanks to extensive reforms. The success shows that it pays off to implement market-oriented economic reforms.


The report also includes a study of the Swedish business environment conducted by Opticom, where business leaders from internationally oriented and research-intensive companies have given their view of the business climate in Sweden.


For more information, please contact Mats Nygård at mats@opticom.se

IS SWEDEN LAGGING BEHIND IN THE USE OF MODERN PHARMACEUTICALS?

Posted on June 14, 2013 by Opticom

Is the Swedish healthcare system using innovative pharmaceuticals to a lesser extent than other, comparable countries in Europe? What can this depend on? Opticom was contracted by LIF to ask these questions directly to decision makers and Key Opinion Leaders across Europe.


As part of LIF’s seminar “Halkar Sverige efter i användning av moderna läkemedel?” during the 2013 Almedalen week, Project Manager Marijn van der Sluijs will present the main conclusions from a recent international study addressing differences in the use of innovative pharmaceuticals.

THE POWER OF KNOWLEDGE

Posted on May 9, 2013 by Opticom

Some time ago I wanted to rent a car and walked into an Avis office. On the counter there was a sign that read: “Avis needs you. You don’t need Avis”. It can hardly be expressed more simply than that, says Mikael Selling, Opticom International Research, in his column for Papernet.


We really need our customers, regardless of the products we sell or the services that we offer, but customers are mostly doing just fine without us. I find Avis to be an excellent example of a customer and market oriented company!


So what can you say about the level of market and customer orientation within the forest product industry?


I have been a consultant to the forest industry for over 20 years now and my experience is that there are great differences in how different forest companies deal with customer and market orientation.

Most companies have unfortunately not developed this way of looking at things to any greater extent, but it’s about time to rethink!


Based on the results from a survey that Opticom and Nordic Paper Journal presented on November 30, 2009 my viewpoint was confirmed by industry representatives. A majority, 61%, of respondents working within the Swedish forest industry considered “increased market and customer focus” to be the most important factor to a forest company in order to become more successful.


How can it be that so many forest products companies do not understand the values and importance of listening to the market?


Within the forest industry, we prefer to talk about production economy – tons per year and stock levels – but few people see the benefits in scanning the market for information in the way that practically every consumer goods supplier does.


In his article on Papernet, Mikael Selling illustrates why it’s decisive for the forest industry to develop its skills of listening to the market, to base the decisions on market facts and to embed the customer´s voice in the companies DNA. Read the full article here.

OFFICE PAPER MULTI-CLIENT SURVEY TO BE CONDUCTED

Posted on April 12, 2013 by Opticom

With a sufficient number of subscribers already committed to the project in the first week of April, Opticom has been able to decide that the office paper survey will take place during 2013.


The core survey consists of telephone interviews with professional office paper purchasers in Germany, the United Kingdom and France. In addition, interviews will be conducted in another four European countries: Italy, Spain, the Netherlands and Sweden with 300 interviews per country bringing the total survey coverage to 2 100 offices across Europe.


The survey provides value to subscribers in a number of ways:

  •  Follow-up and evaluation of the success of brand strategies: Rebranding, the launch of new concepts, brand positions’ development over time can all be evaluated accurately on the basis of the survey.

  • Evaluation of different brands’ value in different markets – including awareness, satisfaction and loyalty – provides a valuable input for developing a brand’s position in a brand portfolio or for developing a brand portfolio to even better fit with end-user needs.

  • In addition to providing you with input on how to develop your portfolio, Opticom’s independent research report also provides you with a powerful tool in channel negotiations.

  • A good position in the overall ranking for your brands can be used for marketing and PR purposes and can contribute to building commitment internally.


The preparation of the survey will take place during May and June and fieldwork will be conducted after summer so that reports will be available by November/December the latest. For more information, or ordering of the study, please contact Marijn van der Sluijs at +46 8 50 3090 00 or Marijn [at] opticom [dot] se.

NEW PATIENT LAW IN SWEDEN LIKELY TO AFFECT ALL STAKEHOLDERS IN HEALTH CARE

Posted on February 1, 2013 by Opticom

The Swedish government decided on 24 March 2011 to call for a special investigator to submit proposals on how the patient’s position in and influence over health care can be strengthened. The study has adopted the name of Patient Power Inquiry (Patientmaktsutredningen). Yesterday, the study submitted its interim report Patient law (SOU 2013:2).


In this preliminary report a new patient law is suggested by the investigation in accordance with the government directives. The suggested new law addresses how patient choice in healthcare can be further strengthened; how the patient’s need for support, advice and information should be met in relation to the guarantee for and free choice of care; and how the authorities should work to strengthen the position of the patient.


In order to better understand the local and national initiatives that are undertaken by various stakeholders on local, regional and/or national level, Opticom has conducted a number of Stakeholder management projects focusing on the topic of patient power in specific therapeutic areas. The outcome of these projects have contributed to a better understanding of stakeholder roles and attitudes towards increased patient influence, an updated overview of initiatives and best practices as well as a strong platform for improved relations and increased cooperation with external parties. In addition, these projects have formed a solid foundation for workshops to kick-off of internal activities to work more patient-oriented.

OPTICOM LAUNCHES NEW WEB SITE

Posted on January 31, 2013 by Opticom

With the aim of improving our communication regarding the value we provide to our clients and to make the web site visit a more interesting experience, we are now launching a new web site.


With this new web site we want to put an even greater emphasis on presenting our client testimonials and to focus the information on the specific industries we operate in. What is more, we would like to create a more intuitive reading experience through this new structure. The new structure of the web site also facilitates adding new content which will make this web site more up-to-date than its predecessor.

 

OPTICOM CONFERENCE IN LEADING BUSINESS NEWSPAPER DAGENS INDUSTRI

Posted on November 12, 2012 by Opticom

After a number of years in which it has been difficult to gather all employees for an internal conference to discuss opportunities for improving business processes, Opticom found a solution where even the staff’s children could join their parents when they went on a conference.


“A consulting firm’s business model is based on competence. It is important that all employees do well and everyone can join in this kind of activities where we develop our company. No one should be excluded just because he or she has children,” says Carl Michael Bergman, Opticom’s CEO & partner.

Taking the children on a business conference was such an original, new concept that the leading business newspaper in the Nordic region Dagens Industri decided to discuss Opticom’s conference at Skåvsjöholm located northeast of Stockholm.

To read the full article (in Swedish) please click on the link below:
DI_Opticom_conference_Skavsjoholm

OFFICE PAPER TRACKING SURVEY MORE FOCUSED TO BETTER MEET CUSTOMER NEEDS

Posted on October 31, 2012 by Opticom

Earlier than in previous years, Opticom has now started the planning process for the next edition of the office paper tracking survey. As many of our clients have their budgeting process in the autumn, the multi-client proposal is distributed to many of our contacts already in October.


Important dates and information about the 2013 years edition are given below:
• October 2012 – proposal distributed
• March 31, 2013 – deadline for early bird offer (5% discount)
• May 6, 2013 – deadline for subscription
• June 2013 – Discussions with subscribers to finalise survey design, questionnaire and scope
• September – October 2013 – fieldwork/interviews
• October – November 2013 – statistics and reporting
• December 2013 onwards – presentations and news releases


Early bird subscribers are not only entitled to a discounted fee but also, given an opportunity to influence the final research scope and questionnaire.


NEW! In 2013 the basic survey package will focus on Germany, France and UK countries that most of our clients are interested in. All other countries are offered as optional and priced separately.


If you would like to receive the multi-client proposal or in case you have any questions regarding the next edition of the office paper tracking survey, do not hesitate to contact project manager Marijn van der Sluijs at marijn [at] opticom [dot] se or by calling +46 8 50 30 90 00.

SEVERAL NEW CARTONBOARD BRANDS IN THE TOP BUT LEADERS CLEARLY VARY ACROSS END USE SEGMENTS

Posted on September 26, 2012 by Opticom

Opticom International Research today announces the “Part II – Brand Owners” of the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2012” defining and ranking the most valuable virgin fibre cartonboard brands in Western Europe according to consumer goods brand owners.



The results are based on interviews conducted in February-March 2012 with 364 brand owners located in Western Europe, representing six different end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits.


Most valuable brands in Western Europe – based on the Opticom Brand Equity Index


The two strongest cartonboard producers from a branding perspective are clearly Iggesund and Stora Enso. The top three brands; Incada and Invercote from Iggesund and Tambrite from Stora Enso, are in a class of their own with regards to the Opticom Brand Equity Index; above all thanks to higher awareness than seen for other cartonboard brands. These brands were top three in 2010 although Incada and Tambrite, since then, have switched places.

Over time, there is a distinct positive trend with regards to knowledge of cartonboard brands amongst companies producing branded consumer goods to be packed in folding cartons. This is amongst other reflected by twelve cartonboard brands qualifying for the ranking in this edition vs. seven brands in 2010. However, spontaneous brand awareness among brand owners is clearly lower than among carton converters: the top three brands are mentioned spontaneously by only 8 – 10 % of the respondents, while among converters the top three brands were spontaneously mentioned by 23 – 29 % of the respondents. Furthermore, about one in five brand owner respondents are not able to name the brands currently used for their products; only the type / grade of cartonboard.


There are five brands qualifying for the total European ranking for the first time of which three from Stora Enso: Performa, CKB and Ensocoat. The other two newcomers in the ranking list are Korsnäs (being both a product and corporate brand) and the Carta Range (Elega, Solida and Integra) from Metsä Board.


Brand knowledge clearly differs across the six segments surveyed

See the full rnaking here

SVENSK PAPPERSTIDNING HIGHLIGHTS THE SUCCESS OF SÖDRA PULP LABS

Posted on September 18, 2012 by Opticom

In an interview with Anna Altner, SPCI / Svensk Papperstidning describes the way Södra Cell has used Opticom’s Future Lab for putting innovation into practice.


To read the interview with Anna Altner, originally published in SPCI / Svensk Papperstidning’s September issue, “Putting innovation into practice“.

PHARMA INDUSTRY PUBLISHES OPTICOM’S 2012 SURVEY ON THE SWEDISH PHARMACEUTICAL INDUSTRY

Posted on September 14, 2012 by Opticom

Nine out of ten Swedes think it is very important to keep research in pharmaceutical companies in Sweden. A majority of citizens is willing to pay more to get access to new and modern pharmaceuticals. At the same time, the industry thinks the biggest threat to the industry is the lack of willingness to pay for innovative pharmaceuticals. This is one of many interesting results which appear in a new survey on the pharmaceutical industry.


Pharma Industry has in cooperation with the trade association for the research-based pharmaceutical industry in Sweden LIF and Opticom International Research conducted a survey in which the pharmaceutical industry itself evaluates its conditions. A new element this year is that the survey also has studied the general public’s opinion on the pharmaceutical industry.


Click here to read the full article about this survey on the pharmaceutical industry (in Swedish).

IMPROVED BRAND AWARENESS AMONG BOARD CONVERTERS – LEADING SUPPLIERS CHALLENGED BY OTHER COMPANIES

Posted on August 31, 2012 by Opticom

Opticom International Research today announces the results from “The Brand Tracking Survey – Cartonboard for consumer packaging 2012” defining and ranking the most valuable cartonboard brands in Western Europe according to carton converters.


The ranking of brands, the Opticom Brand Equity Index, takes into account both awareness of and satisfaction with the brand. Satisfaction encompasses quality and service associations, perceived brand performance as well as loyalty towards the brand.


The results are based on interviews conducted in February-March 2012 with 206 carton converters from seven Western European countries: Germany, the UK, France, Belgium, the Netherlands, Spain and Italy. All the converters who participated in the survey use virgin fibre cartonboard for their cartons and they produce folding cartons for at least one of the following end use segments: Cosmetics & beauty care, Pharmaceuticals & healthcare, Chocolate & confectionery, Frozen & chilled food, Dry food, Wines & spirits. Totally 58 different brands were evaluated by the converters and to qualify for the ranking, a brand must be evaluated by minimum ten respondents. Respondents cover a range of functions though most are related to purchasing and selection of cartonboard.


Main findings
The survey shows a very positive development with regards to awareness. There are improvements across most markets and brands and Jessica Tommila, Project Manager at Opticom, relates this to the intensified focus on branding of cartonboard seen in the last few years, saying: “The work put into branding by the cartonboard producers is really starting to show results. For many brands there is an impressive improvement in spontaneous awareness.”


To read the full news release, please click on the link below:
“Improved brand awareness among board converters – leading suppliers challenged by other companies”


For more information, or ordering of the study, please contact Jessica Tommila at +46 8 50 30 90 00 or jessica [at] opticom [dot] se.

WHAT WILL FUTURE CUSTOMERS WANT FROM THEIR PAPER?

Posted on August 17, 2012 by Opticom

What will future customers want in terms of paper, quality, feel and form? That is probably the industry’s million dollar question and it might be an impossible one to answer. But Holmen Paper is never afraid to tackle big, difficult or complex questions.


So how can we go about determining what future customers will want from their paper and what other useful knowledge and criteria customers have in reserve?


The Future Lab is a concept that combines market surveys and round table discussions with interested parties from various industries. A key aspect of the Future Lab is also the scope to build and expand the network of people who like paper. The requirement for being involved is therefore that participants must have a shared interest in paper and its properties and benefits.


Together, the participants discuss everything to do with paper; what good paper feels like, future needs, the position of paper, the importance of paper – basically what is expected of paper. Questions that are tackled include: How can we become a better supplier? What would customers like to see? How can we generate customer loyalty, create partnerships? Other questions for which joint answers are being sought are: How can we refine our products to meet customer needs? Can we adapt our products and create new products in line with customer wishes?


The Future Lab allows the company to see its business from a different angle and with a different focus. Since the discussions are based on the intended users, it is possible to see the needs and requirements from the perspective of those customers and users.


“The challenge for Holmen Paper going forward is to expand its knowledge of trends and find out about users’ opinions, future requirements and needs regarding paper and its development. The Future Labs are an excellent means of doing this,” says Mikael Selling of Opticom.


Opticom has almost 20 years’ experience of this type of survey. Some of the key tasks of a Future Lab are to identify what will be required and expected from the supplier, to create and build up relationships, and to test and discuss new products and services in a constructive manner.


Read the full article, originally published in Holmen Paper’s customer magazine Holmen’s Paper, here:
“What will future customers want from their paper?”

WHAT IS THE KEY SUCCESS FACTOR IN PHARMA COMMERCIALISATION TODAY?

Posted on June 18, 2012 by Opticom

A successful product introduction in the pharmaceutical industry has usually been based on market access, price and reimbursement strategies. However, during the last couple of years, large changes have occurred in the medical and healthcare systems, in patients’ expectations and involvement, as well as concerning influence and expectations from payers. The medical and healthcare industry now operates in a complex environment, where new stakeholders, on both regional and national level, are gaining more and more influence.


The influence of the individual doctor is decreasing as doctors are more steered by politicians and administrators on both regional and national level. As a consequence, Stakeholder Management has become an absolutely critical competence in order to be successful. This affects both how companies organise themselves and what competences the employees should have.


Future success will depend on an organisation’s ability to understand its dynamic environment and adapt its commercial model, plans and behaviours to capitalise on these changes.


To meet these changes, Opticom has developed the unique Opticom Stakeholder Mapping & Analysis. This Opticom product identifies key stakeholders and key decision making processes. What is more, we find out what these stakeholders think about current “hot topics” and future challenges and map who, and what, key stakeholders are influenced by, which groups or networks they belong to, and which other stakeholders they are influenced by and cooperate with.

OPTICOM PARTICIPATES IN ALMEDALEN WEEK

Posted on June 1, 2012 by Opticom

Also this year, Opticom’s Medical & Healthcare Division will participate in the Almedalen Week in Visby, Gotland, Sweden.


We would very much like to come in contact with new and old customers during these days, please get in touch with your Opticom contact person to schedule a meeting when it suits you, perhaps over a coffee, lunch, or after work drink?

OPTICOM STARTS COOPERATION WITH ACCESS HEALTH INTERNATIONAL

Posted on May 23, 2012 by Opticom

The world is facing the demographic challenge of a rapidly aging population. In Sweden, the number of people in working age (aged 20-64) per elderly (80+) has decreased from 35 in 1970 to 12 in 2010 and is forecasted to reach 7 in 2040. This dependency ratio presents a grim picture of our future capability of caring for our elderly.


Having this striking development in mind, ACCESS Health International (www.accessh.org), a not for profit organization dedicated to improving access to high quality and affordable healthcare worldwide, has created a platform for knowledge transfer between countries that are undergoing similar challenges in terms of aging. Policymakers, business leaders, entrepreneurs and the general public need a better understanding of efforts in other countries in order to prepare for the new demographic landscape in the best possible way.


ACCESS Health International’s work encompasses research, knowledge transfer and implementation support related to health finance, health service delivery and health technology. ACCESS’ partners include, among others, the World Bank, UNICEF, The Rockefeller Foundation, Bill and Melinda Gates Foundation, MacArthur Foundation, National University of Singapore, Indian School of Business, Stockholm School of Economics, as well as several private corporations. The organization’s offices are located in India, Bangladesh, US, Singapore, the Philippines, Brazil and since the beginning of the year, also in Sweden. The Swedish activities are focused on elderly and chronic care. ACCESS identifies and documents innovation worldwide and works to transfer the knowledge about good practises. The organization is now looking for partners in Sweden in need of comparative analysis between Asian countries that have come a long way in the preparations for the aging populations and Sweden.


On the collaboration with Opticom, ACCESS Country Manager Stéphanie Treschow says that having trusted partners is crucial. “Given the Opticom team’s in-depth knowledge of the Medical and Healthcare market and global mind-set, they are an invaluable source of information and an excellent sounding board for ACCESS” she states.


One of ACCESS’ most recent initiatives is the Silverevolution platform, which aims at sharing innovation for the elderly and to stimulate awareness and engagement among all generations for the Silver population. The platform is an interdisciplinary effort by a team of dedicated bloggers based in Singapore, the Philippines, Sweden, India, USA, Russia and Australia. It covers all aspects of the aging population, including new innovations in healthcare, the economic effects of aging, and the organizations that are shaping this field. ACCESS strives to grow this to the world’s leading platform for innovation for the elderly. Read more and follow the blog here.


To read more about ACCESS visit www.accessh.org or watch Country Manager Stéphanie Treschow’s talk on the challenges and opportunities for digital tools in elderly care here.


ACCESS is looking for partners that want to get involved in shaping the future of elderly and chronic care through collaboration or sponsorship with ACCESS. Please contact Country Manager Stéphanie Treschow on stephanie.treschow@accessh.org.

WHICH CARTONBOARD BRANDS TAKE THE LEAD IN THE EUROPEAN MARKET IN 2012?

Posted on April 3, 2012 by Opticom

The results from the 2012 brand tracking survey on cartonboard for consumer packaging are now available. The final reports will be available before summer and presentations can be booked from June onwards.


Since its start in 2004, Opticom’s brand equity tracking survey for virgin fibre based cartonboard has been the industry benchmark whereby cartonboard producers have been able to measure the value of their cartonboard brands in relation to competition and detect trends over time. The ranking has been based on the Opticom Brand Equity Index which is based on four key drivers of brand equity; Spontaneous Awareness, Top of Mind, Brand Performance and Brand Loyalty.


The research coverage is very extensive as totally 246 converters and 461 brand owners are interviewed across 8 European markets focusing on 6 end-use segments.


Questions primarily concern awareness, buying determinants and performance of the brands but in this year’s edition there is also a special emphasis on sustainability and environmental aspects.


Should you be interested in subscribing to the survey, please contact the Project Manager Jessica Tommila at jessica (at) opticom (dot) se or +46708399006.

EUROPE’S LEADING OFFICE PAPER BRANDS

Posted on January 27, 2012 by Opticom

Opticom International Research now presents the results of the 10th edition of the “Brand Equity Tracking Survey – Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among 3 000 professional end-users across 10 countries in Europe.


The top European office paper brands according to the Opticom Brand Equity Index are:


Rank 2011 Brand (Brand owner)
1 Xerox (Xerox)
2 Navigator (grupo Portucel Soporcel)
3 Lyreco (Lyreco)
4 HP (HP)
5 Office Depot (Office Depot)
6 Viking (Office Depot/Viking Direct)
7 Plano (Papyrus)
8 Clairefontaine (Clairefontaine)
9 Staples (Staples)
10 Discovery (grupo Portucel Soporcel)
11 Data Copy (M-real)
12 Inácopia (grupo Portucel Soporcel)
13 Ricoh (Ricoh)
14 Double A (Double A)


To access the full news release click on the following link:
News Release Brand Equity Tracking Survey – Office Paper 2011


For more information, or ordering of the study, please contact Marijn van der Sluijs at +46 8 50 3090 00 or Marijn [at] opticom [dot] se.

 

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.


Read the full article about this industry wide survey (in Swedish).

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.


Medverkande:
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:
http://www.facebook.com/OpticomIR