nanobiotix - roadmap 10.12.2014

Vita Marketing- Researcher Marketing - Consultant Head of concept/creation Founder of 360° agency - Studies of Economics, Diploma - Marketing Research, Advertising Agency - Marketing, Advertising Agency - research assistency, University Hamburg - Marketing, Brand & Design Agency - Creative concepts, corporate identity - mh3c, tailormade agency Conclusion engaged in the core Types of agencies engaged in core disciplines of communication composing teams for ....

For 80 years oilseakers just explored by boring

Top . . . . . . . . . . . .

down…

Instead of this strategy Edward de Bono presented Statoil the idea to bore additionally from

left …...... .....… to right

Meanwhile all oil seakers do so . Thus they are 3 up to 6 7mes more successfull than before

Crucial experience/1

Helmholtz Association of German Research Centers

without any experience in science Henniger-Niemann wins the job for a fundamental relaunch of the company which was in a desastrous situation. Danger for 800 employees. Function Managing Partner of the agency Henniger-Niemannn Success: GKSS survived and became Nr.1 of all 14 centers in technology transfer. Conclusion: popular new approch for communication of sciene.

Controlled Creativity/Development

Roadmap

Process: Tailormade medical Brands Scorecard: Core Aspects & their value Tasks: Recommendation

Process: Tailormade medical Brands

Process: Basic naming medical Brands

Legal Precheck Basic Requirements/No Gos



Brand Precheck Competition/Segment




Creative Briefing > Creative Development

Team of mh3c

4 Creative Partners of internatinal agencies 2 natural scientists (specialist on cancer and copy writer) 1 lawyer for patent und brand 1 Research Specialist Intention Tailormade team of several experts Specific associations of cancer scientists Well-experienced writers of top agencies Controling by continuous check-up by lawyer Research at beginning and end of project

Hermann Henniger, Projectmanager, copywriter Branding/naming - Development

- Studies of economics (Master) - Consulter Marketing (Grey, IfP) - Head of Creation (IDENTITY) - Agency Owner Clients - Helmholtz Association of German Research Centers - Provecs - Procter & Gamble - others Task: Coordination und branding/naming

Gene Lee Engler, copywriter, Branding/naming – Development (consultant) - studies of literature - writer and Strategy Director McCann Clients - Telekomm - Toyota - Calvin Klein - and others 2008, 2009 Echo Leader Award 2004 Deutscher Mediapreis task : branding/naming - development (supervion)

Klaus Peter Konieczny, copywriter, branding/ Naming development - Studies of philosophy and anglistics - Creative Director Grey Worldwide, MMK, Scholz and Friends Clients - Böhringer - Heraeus Kulzer - Philips - und others - Comprix: Gold for Zovirax - GWA Effi-Award Silver - task: branding/naming development

Christina Osburg, branding/naming development - specialist of naming/branding for several agencies - Grey Worldwide - Jung von Matt - Meiré und Meiré - others Clients - Sanofi Schweiz - Sanofi Aventis - Smithkline Beecham - Procter & Gamble - Daimler Benz - others

Dr. Joey Krüger, scientist, science copywriter, specialist on cancer - studies of physics (Desy) - doctoral dissertation Biophysics (UKE radiotherapy) - "Depopulation and repopulation of the transplantable Rhabdomyosarcoma R1H of the rat following x-ray-therapy" - communication department of IBM - Speechwriter for executive board Clients - 22 years IBM in diversen Kommunikationsfunktionen - copywriting Helmholtz Association of German Research Centers - freelancer writer for technic clients task: fundamental ideas for development of name/brand (fundamental know-how about cancer)

Dr. Frank Schnieders, science consultant

- studies in molecular Medicine and biotechnology - founder of an innovative cancer therapy - founder of a start-up - Member of several national and international commissions task: supervision the process with fundamental knowledge of cancer

Torsten Bohse, Trend Research, national and international research

- studies of political science - founder of Trend Research (qualitative market research) Clients - Coca Cola - Axel Springer - Porsche - und others task: pre- and post-Tests

Dr. Tobias Boeckh, attorney

- studies of chemical science - Partner in a lawyer´s office Hertin & Partner - specialised on Life Sciences - expertise for new therapies - Legal experts: „leading lights in the european, Middle East and African legal professions Clients - Max Delbrück Centrum for molecular medicin - FMP (Institut für Molekulare Pharmalogie) - Riemser Pharma - Vita 34 - Cytolon task: Consulting in the process (trademark development) recommended by wellknown start-up-partner




Brainstormings Figurative Trademark Morphology/Phonetics



Legal Precheck Requirements/no Gos per Coremarket

Brand Precheck Portfolio/Competition/Segment



Shortlist > Check with mh3c Competence-Team

Scorecard: Core Aspects & their Value

Aspect: Explanation (Sub-Scores – tbd.) Score (tbd.): Uniqueness Product/Brand/Segment/Medical/Allover 60%

65%/10%/10%/10%/5% Easyness/Reading Length/Visuality (easy to read) 15%

70%/30% Easyness/Spelling Segment-/Mother-/Foreign-Tongue 15%

70%/15%/15% Confusion-Factor Indication/Peripheric/Allover 10%

70%/25%/5%





Market Research Qualitative Check for Negative/Concentration on Core Markets








Physicians 3rd Party Scientists, Journalsits etc.

Periphere Personel Non-Medical



Process: medical Brands - general vs tailormade








Shortlist mh3c Competence-Team










- Optional Revisions -










Final Legal Check











Final Legal Check Final Market Check






Market Research Check for Negative/Core Markets

Physicians 3rd Party Pharmacists, Journalsits etc.

User/Patients


Shortlist mh3c competence-Team

Final Legal Check Final Market Check


Tasks: Recommendation

Marketing-Step Topics/Questions/Thing(s) to do Who? Target Definition Quantitative Goal worldwide? Client

Definition of Core-Markets worldwide Client (per Country/Market-Area)

Competetive Status Main Competitors per Core-Market (-Area) Client Basic Briefing Product, Potentials, Threats etc. Client Re-Briefing Analysis, Desktop-Research, Feeling-Check,

Pre-Checks Market/Targetgroups Agency Project Timeline Detailed Timeline (incl. internal, external and

Team-Evaluations) ALL

Risokolinie

Wie weit ?

nanobiotix - roadmap 10.12.2014

Marketing

branding reemtsma naming

merck naming

international brands

advertising agency marketing

lawyer research

diploma marketing research

tailormade agency conclusion

image campaign subaru