News - Creative Creature - antwerpes ag

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Digital transformation in marketing – transform or be transformed!

Digital transformation is a popular topic, but it manifests itself differently, depending on the industry and sector. Thilo Kölzer sees opportunities to extend or to transform marketing with technologies such as the Internet-of-Things, artificial intelligence and virtual reality. more

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Why stakeholder analysis is essential for market access communication

Market access of pharmaceutical products in Germany is associated with numerous challenges, particularly around regulatory discussions. When the so-called Arzneimittelmarkt-Neuordnungsgesetz (AMNOG) was introduced in 2011, a significantly more rigorous benefit evaluation procedure was put into place. Since then it is more important than ever for pharmaceutical companies to strategically plan their market access communications and focus on stakeholder needs. more

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The multipipe approach – Multichannel communications according to the 4C principle

At this year’s eye4pharma, one conclusion in particular was clear – multichannel is more relevant than ever. The call was heard repeatedly in the forum that future campaign planning should be much less driven by “channel thinking” and more by “customer relevance”. It is this need that the new multipipe approach addresses. Taking the “customer journey” as a basis, the approach breaks this down using the 4C principle – Catch, Connect, Close and Continue. But how is that done? And what advantages does this offer? more

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Higher, faster, better – using “brain stimulation” to boost Olympic athletes’ performance

Why have sports world records been broken several times over recent decades? Did athletes really get faster and what are they doing to improve? Records in classical disciplines like sprinting, marathon or freestyle swimming, displayed strong increases from the 40ies to the 70ies and are still rising until now. A major part of this improvement of athletes’ performance can be attributed to better equipment, technological progress and advances in sports science: Elastic floor coverings, better running shoes and knowledge of muscle physiology enabled athletes to train more efficient and run faster. Beyond that, today’s athletes follow specific diets, get mental coaching and have physiotherapists to function perfectly. However, they are always hunting for novel ways to pimp their skills. Training the brain with electric stimulation recently showed up as potential – still legal – approach to improve performance and has been used by several athletes during their preparation for the current Olympic Games 2016 in Rio, Brazil. more

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Fat under attack – nanoparticles tackle obesity

According to the World Health Organization, around 40% of all adults are overweight, and around a third of those are obese. Alarmingly, overweight/ obesity is the fifth leading cause of death and considerably increases the risk of getting other diseases, such as diabetes. Unfortunately, curing obesity is not that simple. Since it is a multifactorial disease, lifestyle interventions including exercise and diet are not always sufficient to achieve weight loss. Hence, there is a high interest in the development of safe anti-obesity drugs. In 2009, brown adipose tissue emerged as attractive drug target and the application of targeted nanoparticles could be a novel solution to deliver drugs selectively into adipose tissue in order to avoid side effects. more

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