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Enhanced efficiency and cost savings

Background

Pfizer is one of the world’s premier research-based pharmaceutical companies and is one of Ireland’s leading employers and the largest pharmaceutical sector investor and employer. One of the first pharmaceutical companies to locate in Ireland (1969), Pfizer has a rich heritage of innovation and expansion over a forty year period. Pfizer has over 4,000 colleagues across 8 locations based in Cork, Dublin, Kildare and Limerick. Pfizer’s business interests in Ireland are diverse. There is a manufacturing presence in Active Pharmaceutical Ingredients, Solid Dose Pharmaceuticals, Sterile Injectables, Nutritionals, Vaccines and Biopharmaceuticals; commercial Human Prescription, Animal Health and Consumer Health products businesses; Global Financial Services centre and a Global Treasury operation. The Irish operations manufacture some of Pfizer’s best-selling and newest medicines including Viagra (urology), Sutent (oncology), Enbrel (rheumatology) and Prevenar (vaccines). Ireland is a leading manufacturing base for Pfizer globally, exporting to global markets. Total capital investment by the company in Ireland exceeds $7 billion.

Approach by drawinginc

Drawinginc has had a long-standing relationship with Pfizer Ireland and has provided many graphic design solutions to varying divisions of Pfizer since 2006. Being familiar with the approach made by Pfizer sales teams with their potential customers (Medical Professionals), drawinginc approached the ‘Anti-infectives’ division of Pfizer at the start of 2012 with a digital publishing solution to enhance the sales experience. Pfizer agreed to test this digital approach with their sales team.

Context

The sales team engages medical professionals with Pfizer prescription drug products. Traditionally, the presentation is made with a detail aid in the form of a wire-bound A4 printed flipchart. Crucially, the information is presented with information from clinic trials and research and as such must rely on the latest findings to present and support the sales objectives.

The Digital Publishing solution offered by drawinginc allowed for the dissemination of this information to be pushed down by applications to the iPads held by the sales team, which offers a more dynamic and engaging experience for potential customers because of the capacity to incorporate video, audio and animation as required. Additionally, relevant research findings necessary for the sales presentation can be easily accessed through the iPad device and the ease of toggling between on screen applications allows for a fluency in the presentations. The digital publishing of information also means the information is provided in ‘real time’. With the absence of printed material, the digital solution greatly reduces expensive print costs.

Result

Declan Connolly, Country Brand Lead, Anti-Infectives of Pfizer comments “the feedback from our client-facing sales representatives is positive about the digital publishing solution test in that it positively impacts the presentation in terms of graphics and ease of developing a storyboard to tailor appropriate messages. What is most impressive is the ease in which we can move between product presentations and reinforce our messaging so powerfully and so quickly. I am absolutely confident in saying that digital publishing has enhanced our efficiency and I am sure that we will make cost savings on traditional print costs over time”. 

James Nelson, Creative Director at drawinginc says “the test roll-out with Pfizer has allowed us to demonstrate ‘proof of concept’ of the power of digital publishing. We aim to roll it out to other sectors in the near future, so that they too may experience the enhancements and cost savings being offered in this digital age”. 

The Potential Benefits of the drawinginc Digital Publishing Solution are:

• It provides for dynamic presentations incorporating video, audio, graphics and animation
• Offers significant cost savings on traditional printing costs
• Shortens lead time to market
• Enables real-time updates
• It offers a sales process differentiator over competitors
• It provides valuable analytics on what is being viewed on the application on content or adverts
• It can be adapted for Private or public domain content viewing
• Cost saving multi-platform App that doesn’t require individual tailoring across native App platforms
• The solution is App driven and therefore the content is always on a target device when downloaded on either tablet or mobile

Aimed at Businesses that:

• Want to save on big print costs
• Embark on large email campaigns
• Want dynamism in their presentations
• Have a high turnover of content

Drawinginc is an award-winning design agency based  in Dublin Ireland. Working with many business sectors and providing a blend of corporate communication solutions, it brings a unique and refreshing innovation design solution skill to bear on customer requirements.

To learn more about drawinginc and who they are and what they can do for you contact
James on 01 216 4242

After the successful launch last year of the ‘Letters for Santa’ app for Tablet, which reached number one spot for books on Apple’s iTunes store, the popular interactive festive app is now available on iPhone.  The creators, drawinginc, are an award-winning creative design studio based in Dublin, Ireland.  The app,  ‘Letters for Santa’, is a fun interactive story book that combines sound, engaging illustrations, and touch-points – for children to discover clever visible and hidden surprises, and of course the children can write their letter to Santa Claus directly on an iPad tablet device and now also on an iPhone.  ‘Letters for Santa’ provides an engaging and magical experience for children ages 4-10 and is available for download worldwide on the iTunes Store.

‘Letters for Santa’ is a Christmas story about Ruben the ‘inventor’ reindeer, a nephew of Rudolph the red-nosed reindeer.  Ruben is training for his first Christmas Eve sleigh ride with Santa Claus, but after missing reindeer flight school training, Rudolph and Santa’s elves set out to find him.  Ruben is found fast asleep at his desk, where he had spent a long evening working on a new invention for Christmas – a magical ‘Dear Santa’ letter delivery machine for children all over the world.  Rudolph, proud of his nephew, takes him to visit Santa Claus to show him the invention – and Santa just loves it.

The ‘Letters for Santa’ story ends by allowing children to personally hand-write (or type) their ‘Dear Santa’ Christmas wish list letter with their finger or a stylus.  The letter is then sent to the parent/guardian’s email address, giving the children an instant response, straight from the North Pole.  The magical experience continues when, at the end of the story,  the child’s name is seen on a Christmas present tag in Santa’s gift sack on the back of Santa’s sleigh, with Ruben waving on his first-ever Christmas Eve ride.  Whether it’s a bedtime story, or to simply entertain children during the day, this application allows children to playfully interact.

“The tablet version of the app was so popular, that Santa asked Ruben to invent a way to use the app through the iPhone as well, so that more and more children and their families can enjoy playing and learning together – and that’s exactly what Ruben did!” said James Nelson, Creative Director at drawinginc, (who by the way is a close friend of Ruben’s!)

Pricing and Availability: ‘Letters for Santa’ is a family-friendly book application that is rated 4+ and is compatible iPad (iOS 3.2 or later) and Android (2.2 and up).  It is now also available on the iPhone and iPod Touch (iOS 4.3 or later).  It is available to download immediately on the iTunes Store for a purchase price of 0.99 US Cents.  A preview of the app can be seen on YouTube. http://www.youtube.com/watch?v=9X2tj_uEz_s

The smartphone has become the most important device in our lives, always with us, always on and always ready to use for various functions.

When was the last time you looked at your wrist to tell the time? We now have the luxury of digital clocks and personlisation of ringtones.

Technology is now making the same changes for our traditional media. Radio, TV, Films and Music are all accessible on our smartphones everywhere we go. Again the gaming world is making their titles available across multiple platforms including the smartphone.

So, are we now are breaking point when it comes to the type of apps we are uploading to our device? Should we be expecting more from apps? We are seeing a shift to apps that contain quality content that’s informative and engaging.

An app should have a function and make improvements over its traditional counterpart.

That leaves us with traditional literature — paper based communication materials. Imagine producing literature for your products / services and within seconds it’s in the hands of your customer. Traditional literature now digitised for smart devices (phones and tablets) delivered from the cloud within a brand app — is now available from drawinginc.

Talk to us today. Let us show you how we can produce your communication materials for smartphones within a branded app.

Defining your brand’s position comes from the company’s identity — the starting point for a brand strategy. Research shows companies who market their product or service without establishing their brand position are unlikely to achieve a return on investment. A well constructed brand strategy will establish the brands position and define the landscape for media channels both traditional and digital. Branding is the first step followed by raising its awareness.

The best position for any brand is to be perceived as the only solution to the target audience’s problem. This can establish the value of the brand and if it can be charged at a premium. Therefore, your brand is what your customers see your company as, the products or services they associate with your company and what they say — it’s the company’s personality. Often companies think their organisation and their products or services stand for something totally different to what a customer thinks. The challenge is to have your customers know your brand and what it stands for. As seen recently if you don’t define your brand, your competitors will happily do it for you.

Marketing is used to communicate the brand to your target audience and illustrate the differentiating factors between your company and your competitors. Simply grabbing the attention of the target audience, sharing the brand story and encouraging the sale process.

Every organisation can operate like familiar brands such as Apple, BMW, Amazon, L’Oréal and Nike. All of these brands have one thing in common — they are now known as lifestyle brands. Their customers understand the company, it’s products and the services they offer while enjoying the lifestyle benefits they offer.

It all starts with defining the brand and implementing the strategy. Talk to us today about your company and your brand requirements. Call 01 216 4242

Personal branding is defined as the creation of an asset that pertains to a particular person or individual. This includes but is not limited to the body, clothing, appearance and knowledge, which makes an impression that is uniquely distinguishable. An individual’s personal brand is often visible on various products they endorse.

As recently seen during the Olympics, a number of athletes visualised their brand personality. After winning gold in the London games Usain showcased his now famous lightning bolt victory pose – Usain Bolt demonstrated the power of a brand on a global stage.

And from a global to a national stage…there is currently a nationwide event which allows all types of personal brands express themselves. We have recently created an authentic brand to reflect a national fitness event. Because the brand needed to appeal to a wide target audience of various ages, our brand solution provides a timeless identity. With a clear and concise icon accompanying the logotype the target audience quickly identifies the fitness disciplines of the event.

Technology has been put in place to get everyone involved and begin competing through website registration. The teams digital account manages their subscription fees and their distant trials over a 10 week period. Digital media is used to create an event in which everyone can participate no matter where they are in Ireland. This is a brand for everyone with an interest in fitness and raising funds for charity.

TriFitness, is essentially a fun, team indoor fitness event of 10 weeks duration with emphasis on the values of improved mobility, health and wellbeing. Covering the 3 apparatus of treadmill, rowing and cycling, teams of three in various categories will endeavour, through a series of interactive distance trials, to qualify for the semi-final and final which will be held in one of the country’s largest indoor sporting arenas — DCU Sport.

Learn more about our Branding services >>

The Taoiseach Enda Kenny, TD, launched a Government plan to double the value of Ireland’s ocean wealth by 2030 and increase the turnover from our ocean economy to exceed €6.4bn by 2020.

The report, designed by drawinginc, ‘Harnessing Our Ocean Wealth – An Integrated Marine Plan for Ireland’ was launched at the Marine Institute, Galway.

The plan presents a roadmap for the Government’s vision to tap into a €1,200 billion global market for seafood, tourism, oil and gas, renewable ocean energy and new applications for health, medicine and technology. It sets out three high-level goals to achieve a thriving maritime economy, healthy ecosystems, and to increase our engagement with the sea.

The Taoiseach said “This plan is a dynamic one and will ensure that our vision remains constant – to dramatically improve our ability as a nation and people to harness our ocean wealth. The Government is determined that it will be a key component of our economic recovery and sustainable growth generating social, economic and cultural benefits for all”.

Funky Feet Day which is targeted at primary and secondary level as well as offices and sports clubs, is already well under way.

Funky Feet is a FUN fundraiser run by Cappagh Hospital Trust to support the work of Cappagh hospital and encourages you to buy their Funky multi-coloured laces and transform your trainers, pimp up your pumps and pigtails, bedazzle your boots or wrap your wrists!

We are then hoping you will wear your laces on Funky Feet Friday 11th May 2012 in support of their charity.

The attractiveness of the laces and the buzz surrounding our campaign will invoke the same interest as the wave of interest in wristbands did over the past number of years.

The fundraising activity will be focused in the greater Dublin area initially but will be rolled nationwide to accommodate the marketing objectives.

Get involved!

Interactive Book Shares a New Christmas Story; Lets Little Ones Hand-Write Personalized Letters to Santa Claus

DUBLIN, Ireland—November 28, 2011—announcing the worldwide release of the new “Letters for Santa” Christmas eBook and tablet app. “Letters for Santa” is a fun interactive story book app that combines sound, engaging illustrations, and touch—for children to discover clever visible and hidden surprises—along with the ability to write a letter to Santa Claus directly on an iPad or Android tablet device. “Letters for Santa” provides an engaging and magical experience for children ages 4-10 and is available for download worldwide on iTunes and on the Android Market.

“Letters for Santa” is a new Christmas story about Ruben the inventor reindeer, Rudolph the Red-Nosed Reindeer’s young nephew. Ruben is training for his first Christmas Eve sleigh ride with Santa Claus, but after missing reindeer flight school training, Rudolph and Santa’s elves set out to find him. Ruben is found fast asleep at his desk in his shed, where he had spent a long evening working on a new invention for Christmas—a magic Dear Santa Letter Delivery machine for children all over the world. Rudolph, proud of his nephew Ruben, takes him to visit Santa Claus to show him the invention—and Santa loves it.

The “Letters for Santa” story ends by allowing children to personally hand-write their Dear Santa Christmas wish list letter with their finger or a stylus. The letter is then sent to the parent/guardian’s email address, giving the child an instant response, straight from the North Pole. The magical experience continues when, at the end of the story, the child’s name is seen  on a Christmas present tag in Santa’s gift sack on the back of Santa’s sleigh, with Ruben waving on his first-ever Christmas Eve ride. Whether it’s a bedtime story, or to simply entertain children during the day, this application allows children to playfully interact.

“The tablet revolution has created a number of opportunities for families to play and learn together. “Letters for Santa” will hone the child’s comprehension, memory, and reading skills, while bringing a sense of adventure and discovery only a tablet device can provide.” said Dave Burke, business director at drawinginc. “We’re delighted to bring “Letters for Santa” to families at this special time of year, especially the younger ones who cherish the magic of Christmas.”

Pricing and Availability:

“Letters for Santa” is a family-friendly book application that is rated 4+ and is compatible with iPad (iOS 3.2 or later) and Android (2.2 and up). It is available to download immediately on iTunes and the Android Market for a purchase price of EU€1.59, $1.99, £1.49 and Yen 170. A preview of the app can be seen on YouTube.

Introducing a charming ‘NEW Christmas Story’ which will make this year even more unforgettable. This interactive experience will entertain both parents and children alike. Before enjoying the tale, you are asked to fill in some details which makes the adventure even more delightful.

This fun, exciting and responsive Book App is full of surprises including the option to personally handwrite your letter, directly to Santa. The wonderful experience continues when the child’s name features on a Christmas tag on the back of Santa’s sleigh.

This lovely app is now available to download worldwide on apple and android.

Making this Christmas even more magical!

The hype and hysteria over the past year have seen a massive step change in the consumer and business world. Having read key articles from across the globe, researchers say that a staggering 65 million tablets will sell in 2011. Let me repeat that, 65 million! Out of those the biggest users would be between 22 and 54, which ultimately shows how tech-savvy we have become today.

The growth market at the forefront of the tablet devices is the frequent use of them, which shows reading magazines or newspapers at an optimum level, with watching video content being the engaging arena. With the help of these devices, we’ve just delivered our first digital publishing campaign for one of our key clients, Pfizer. They were one of the first to embrace this dynamic solution in Ireland as part of their customer and sales experience.

Pfizer looked at new technology to achieve ground breaking results across their company, and when we presented this leading edge application, the green light was given to develop the impactful cost saving tool. Essentially speaking, this tool allows you migrate print publications to tablet devices by offering a complete digital solution.

Main benefits include eye-catching interactive elements, such as 360 degree rotation, high definition integration including high definition video, sound and animation. Available on iPad, Android and Blackberry Playbook, we believe this will revolutionise one-to-one presentations, group presentations, sales processes and much more.

We’re excited with this enterprising solution that will change the way you do business, forever.

This is the game changer. Take a tablet and see.