G. Gebhard, Head Global Medical Affairs Informatics, F. Hoffmann-La Roche AG, Basel
Roche Pharma is focused on translating scientific excellence into effective drugs. Roche Pharma combines breakthrough Roche research, genetic engineering in the US, Chugai in Japan and more than 150 international partners of global market importance with clinical development, production, and commercialization. Roche's pharmaceutical division's diversified portfolio makes it one of the international providers of clinically differentiated medicines.
Consulting, creation, and realization for the Global Product Strategy (GPS) team during the different phases: pre-launch, launch and life cycle with brand design and promotion. Expert with focus on applications in digital branding.
Translator of the GPS Brand Team needs for Pharma IT (RFPs) for digital applications like e.g. intranet sites, websites, mobile apps, web applications, gamification, augmented reality, Google Glass applications, and much more ...
Brand Promise
Doing now what patients need next.
Game application for product launch – based on “Tetris”. The task is to put together the key visual presented for the first time on time – the fastest “brand team” wins.
Augmented Reality, (AR) is used in the product launch to promote key messages and brand design in an attractive way.
Brand-Intranets become THE communications platform where everyone (globally, regionally, locally) finds their specific product information.
gSites are gaining in popularity for a variety of functions and teams – no witchcraft for brandcell° that are experts in Roche’s corporate guidelines.
Of course, everything has been device-specifically optimized to ensure permanent access for all employees.
AR - The key visual, the "scorpifly" serves as a "trigger image" comparable to a "QR code" for the application .
First patient app for ACTEMRA /RoActemra designed as a global template and adaptable for all regions. The application is a "how to" guide to assist in indexing the drug depending on its dosage form (syringe or pen). A specially created patient video gives precise visual and auditory instructions.
External brand information is provided via Health Care Professional (HCP) portal with single sign on user ID.
> HCP Portal > Acterma/RoActemra