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COVID-19 THE GAME JUST STARTED VIRTUAL SUMMIT (EPISODE 4)

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Written By: Farah Ahmed

If you became addicted to I-Gamify summit’s inspiration, be ready for the latest overwhelming streams! This time it is all about getting personal and being creative…

Day 13: “How to Build your Branding and Communication” with Nadeen Hossam a community manager in Cairo Angels and Dalia Kamal Ahmed a PR strategist.

Nadeen set the confusion between the marketing and branding. She explained the difference between them; Branding being the essence of the company or the startup and the core of marketing strategy. While Marketing refers to the tools used while delivering the message and differs as technologies and trends change. She gave some advises on the things needed to build an effective brand, including:

  1. You have to include brand identity, brand persona, brand experience, brand story, and brand positioning
  2. Consistency is very important in communication, especially in the growth stage
  3. Develop a ‘Though Leadership Strategy’.

Dalia demonstrated the meaning of PR as it constantly works on building and convincing the publics of the organization they work in and its promotions. It also builds customer reality, set recognition of their brand influence, and follows content management, blogging and growth hacking. She then talked about the PR activities that any startup should focus on, including:

  1. The Five Ws; why, where, when, who, and what
  2. The ROI (Return On Investment)
  3. Start the PR in the soft launch, and not in the execution process; as it is vital for the process of credibility and recognition.

Day 14: “Between Staying Home and Relations during COVID19” with Noha A. Zahra, Haidy Taher, and Asmaa Hanafi. This exclusive panel revolved around positive parenting during the quarantine and giving some tips and tricks for dealing with your children.

Noha an expert in education and humanities, and certified in positive psychology and career coaching. She stressed the necessity of mutual realization that all the family members are stressed during this time, the importance of balancing our time together as a family, and she gave some tips on how to be creative at home. Noha then advises that to deal with the exposed ‘psychological pain’, the person should be ‘present in the moment’ by meditation and not overthink the future. 

Haidy a public policy and children’s rights researcher, and expert in early childhood studies. She discussed the ways to deal with kids at home and homeschooling. She also talked about the required cooperation between the parents to plan alternative activities to schools; as the kids need cognitive, social, personal, and psychical skills development. Likewise, this collaboration between the two partners is needed to raise the children based on codified freedom.

Asmaa a nuclear engineering researcher and expert in business entrepreneurship. She laid down some recommendations to be followed during the lockdown for the aim of positive thinking and psychology of peace. It starts by time management, controlling your reactions and anger, and putting a deadline for the sake of enjoyment and time investment; as it’s an opportunity to do all postponed stuff.  

Day 15: “Our Lives after COVID19” with Rabab Yousry Fattouh, Amr Moustafa, and Sherif Elsemary. That day’s stream was more social-oriented on, where experts from daily fields came to discuss their future in a very enthusiastic discourse.

Amr is the owner of Amr Moustafa Hospitality Management Solution and food and beverage manager in Saudi German Hospital. He argued that the restaurant industry is very stressful and when the quarantine arrived, it brought many opportunities for re-branding and innovation. He believes that the industry of tourism and restaurants will be affected after COVID19, where there will be a boost in E-commerce, online services, and the role of food safety.

Sherif a certified personal trainer, and fitness manager for the Pyramid Gym. He explained the negative impact of the quarantine on the psychical transformation of our bodies, and the financial strife of the families that depended on this industry’s revenues. He assures that all this will lead to high demand for the gym industry post-COVID 19, and the direction of online training as well. 

Rabab an expert in micro-finance and women empowerment, and social and business etiquette trainers. She considers this epidemic to be an eye-opening experience due to the growth of hygienic behavior and sanitization. Yet, there are some negative conducts by people, such as throwing used masks and gloves, bullying the medical staff and patients which will lead to a drop in the applicants in the medical field in the future, along with spreading rumors. 

Then a debate was conducted regarding specific issues and whether or not there can be alternatives during this period. Starting with the Tourism Establishments Chamber new codes and rules, food safety management, doubling the disinfection and cleansing of gyms, the importance of fitness in strengthening your immunity system, till the lack of people’s awareness.

Day 16: “Ideation Workshop” with Jailan Yousri from Cleopatra Hospitals Group, powered by Start Egypt.

Jailan, who works in the health care sector and responsible for the digital transformation in Cleopatra Hospitals Group, led the panel this time. The purpose of the session was to conduct a workshop to brainstorm applicable ideas and solutions for ‘healtech’ services.  Before they start the workshop, Jailan illustrated the digital transformation in health care before and after COVID 19 in several points. Before COVID 19, people were not familiar to using an application to book an appointment with a doctor, and the concept of integrated patient profile was somehow new.  With the appearance of COVID 19, there was a revolution in health care and it took a complete new progressive direction. Let’s see what the ‘new normal’ became:

  1. Home care services
  2. Video call application with a doctor
  3. Huge investments in ‘healthtech’
  4. Personalization between doctors and patients
  5. Cut off extra expenses
  6. Development of the concept of ‘consumerization’ led to the startups to innovate and develop in ‘healthtech’ services.

Day 17: “Transformation & Innovation during COVID19” with Ahmed ElMowalad responsible for the sales digital programs and transformation at Oracle and Mahmoud El Mantawy a freelancing digital transformation consultant and analyst.

Mahmoud opens by illustrating how the new business landscape evolves heading to a trans-formative position. He describes the business as an ecosystem having different correlations, when new technologies (disruptive technologies) emerge, they shake the business in a specific industry. Companies that can adapt to the new factors and the transformation in the landscapes, like new trends and new information, can survive. But the companies and the business partners who can’t cope and don’t pay attention to the new technologies and change in the ecosystem, are threatened to end. Then Ahmed tackled the point of the essential steps towards digital transformation after COVID 19. He clarifies that it is not about technology as they are the tools and vehicles to reach the main objectives/motives, which are the demands and decisions of stakeholders and leaders. Leadership is what drives the change the most, like when they see a pandemic a decision for transformation occurs. He considers that some companies interpret new situations, as not a loss, but a challenge to fulfill the promise for customers. So, it is a personal drive (mindset) and a decision for digital transformation (digitalization) with the motive/view to be more effective.

Subsequently, Mahmoud clarified the overlap between the 3 terms of ‘digital’ and ‘business’ and ‘agile’ transformation. Besides, he emphasized the role and the qualities of the analyst during the process of the transformation. Thereafter, Ahmed highlighted the importance of culture as being the challenge or barrier of digital transformation, financing, and business. Still, it is addressable but takes time and transparency. During COVID 19, the culture needed for digital transformation is the flexibility of workers and businesses.

Here you go the latest update of the summit! Don’t forget to check the entire panel and see their amusing responses to various questions from the audience!

Day 13: https://www.facebook.com/IGamify/videos/1135890853428711/

Day 14: https://www.facebook.com/IGamify/videos/578016052833301/

Day 15: https://www.facebook.com/IGamify/videos/584189788885111/

Day 16: https://www.facebook.com/IGamify/videos/541333883166456/

Day 17: https://www.facebook.com/IGamify/videos/928014391011691/

If you want to book your seat for upcoming panel discussions visit us now: https://i-gamify.net/our-global-virtual-summit

Articles

Stevie Awards Winners’ Articles Series – Boehringer Ingelheim

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“We are powered by people, we share a common purpose that drives everything we do, we serve mankind by improving the health of humans and animals, we believe in building a healthier future for millions of patients and bring innovative solutions with future thinking” Boehringer Ingelheim

Winner Name: Bariş Torun & Ufuk Balcı

Winner Title: Barış Torun-National Sales Manager & Ufuk Balcı-Digital Engagement Manager

Winning Organization: Boehringer Ingelheim

Nomination: The Grand Stevie for Organization of the Year.  The pharmaceutical giant’s six Gold, two Silver, and one Bronze Stevie wins are tops in the 2020 competition

Boehringer Ingelheim’s vision can summed up in a few words; Value through Innovation. We’ve adopted this approach to ensure that we can take care of our people, patients and partners, now and in the future. The overarching objective is to build sustainable, all-round growth that benefits everybody. In order to achieve this goal, we continually develop new, effective treatments alongside our established products and encourage our people to move forward. And while we do this, we treat everyone with care and provide a sense of responsibility. Together, we’re dedicated to improving human and animal health.

Brief Biography about the Winner:

International experience on marketing and digital transformation of customer engagement. Launched award-winning websites, mobileapps and omni-channel projects with patient and customer focus in pharmaceutical industry. Explores opportunities for integrating innovation and digital technologies into healthcare marketing &commercial side.

Stevie Award Winning Case Study:

AcTFast Mobile App – Saving Lives of People Having Stroke

Every 30 minutes a stroke patient who could have been saved, dies or is permanently disabled, because he was treated in the wrong hospital. Stroke patients have only 4.5 hours to reach thrombolytic treatment! Basically, an ambulance will dispatch their patients to the nearest health centre, but the necessary stroke treatment can only be administered at specialized stroke centres. This leads to the loss of treatment time, which is already very limited. Furthermore, delays in diagnosing these patients during pre-hospital or in the hospital can lead to risking patients’ life.

The ‘AcTFast’ Application was developed to address this type of issues exactly. With AcTFast, ambulance staff (paramedic) will be able to identify the stroke patient, take the patient to the right treatment centre without any delay and inform the stroke team with pre-notifications. With this tool both the pre-hospital phase and the in-hospital phase time will be minimized. The potential use and benefits of this application to address the need for speed when treating stroke patients was presented to all stakeholders, such as stroke societies and  the Ministry of Health. As a result, the Turkey Ministry of Health decided to install this app in all ambulances in Turkey. AcTFast is currently available on Apple Store.

The use of this app is mandatory for the 8,000+ ambulance staff and 30.000+ Ministry of Health employees, who will be trained on stroke management via this app. With this application, the biggest problem in the treatment of stroke will be solved by ensuring that the patients in the whole country are transported to the right centre within the right time frame, to ensure they benefit from the required treatment. The European Cardiology Society selected AcTFast as one of the 10 most creative projects in the world and upon their invitation, AcTFast has been presented at ESC 2019 congress in Paris this year.

Digital Transformation in Customer Engagement | Boehringer Ingelheim Turkey

  • Boehringer Ingelheim’s ambition is to establish a customer engagement model, which sets the industry benchmark.
  • In Turkey, big international Pharma companies have been doing multi-channel activities with a big volume in the last 4-5 years.  Since technology advancement is no longer marked by linear progression but by an exponential rate of change, it was harder to catch our competitors with unstructured activities and programs, while putting the customer at the heart of everything we do.

Integrated Customer Engagement Roadmap

  • At the beginning of 2019, Boehringer Ingelheim Turkey took a further step towards achieving this goal: Customer Engagement Implementation Roadmap including new channel deployment, content excellence, data analytics and change management. It centres on exceeding the customers’ expectations.

New Digital Platforms [# customer service, product design & development]

  • Boehringerone.com/TR – HCP (Health Care Professional / Medical Doctor) website including key info about our products and HCP education on related fields ( Website is only for HCP’s with restricted login)
  • Automated Email Platform – Head Office e-mail platform
  • Veeva Approved Emails – From sales representative to doctors email channel
  • According to market research results, HCPs trust pharma activities and resources when there is a collaboration with independent HCP associations. With this insight, KOL webinars organized with the biggest HCP associations in related areas. To promote those activities, 3rd party channels have been utilized in addition to owned channels:
  • Live Broadcasting Platform
  • Facebook – Event promotion posts on HCP association Facebook Pages
  • 3rd Party SMS and Email – Event promotion from HCP associations to their HCP database
  • To deliver exceptional Customer Experience with the optimal mix of​ Content, Services and Solutions, all of the channels mentioned above should have created consistent customer experience (omni-channel); rather than independent one-off touchpoints (multi-channel).

Leveraging Data & Insights

  • To leverage Data and Insights to continuously enhance our Customer Engagement Model, targeted e-mails sent to different HCPs according to their previous open / non-open status. It enabled us to give our customers more meaningful messages.
  • In parallel to above point, brand teams put themselves into customers’ shoes, all Approved email subject titles and designs were updated to meet customer expectations and mobile UI / UX trends.
  • To measure the success of the campaigns, first ever Analytics Tracker developed. Which shows our Customer Engagement per channel per brand per customer.

Change Management [# employee development]

  • Internal trainings were organized to both Field Force, Marketing and Medical teams.
  • Field Force Training on how to coordinate the engagement with the HCPs, while integrating new marketing channels around F2F and website.
  • Digital Marketing Fundamentals Training to marketers and medical colleagues to give basic understanding of content creation dynamicsdigital terminology and creating sustainable experiences to our customers.
  • To create awareness on these projects, internal newsletters were published to all colleagues in Turkey.

Impact on Human Health [# corporate social responsibility]

  • Increasing the quality of interactions with HCPs helps us to deliver right treatment to right patients. In addition to branded activities and content, we created the first ever non-branded HCP email newsletter.
  • Respiratory newsletter included useful content to be more patient focused via educating HCPs on soft skills.
  • For brands without any sales rep support, digital-only promotion plans executed throughout the year.

Impact on Business (Outcomes)

  • More than 25% increase in the digital channel activities.
  • Market leadership in two major therapeutic areas for launch brands.
  • 5,000+ unique HCPs visited our login-required website in 8 months, which makes more than 75% of our total universe. According to IPSOS market research, Boehringerone.com/tr website reached higher coverage than our main competitors did in 8 months of launch.
  • Avg. email open rate has tripled industry benchmarks. (40%+)

We are powered by people, we share a common purpose that drives everything we do, we serve mankind by improving the health of humans and animals, we believe in building a healthier future for millions of patients and bring innovative solutions with future thinking. We believe that, if we have talented and ambitious people who are passionate about innovation and bring move value to the healthcare community, there’s no limit to what we can achieve. .

Boehringer Ingelheim is a global family owned business with more than 50,000 employees in 103 countries, Boehringer Ingelheim is one of the world’s top 20 pharmaceutical companies, we act in the spirit of a global family that holds together and cares for one another – but also inspires and motivates each other.

THANK YOU

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Q&A with Yasmine Yehia | MEA Employer Branding Manager at Schneider Electric, Life Coach & Consultant

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Interviewer: Mahmoud Mansi

“To be able to have a strong brand, you need to start from within – you need to have an attractive story to tell so if this is not there, it won’t be the right time for employer branding. I always tell the people I teach employer branding – fix internally first and then you will have something to say externally.”

Yasmine yehia

HR Revolution Middle East Magazine: How would you introduce yourself to the audience?

Yasmine Yehia: I am an Employer Branding expert, a certified life and career coach from the ICF, a public speaker and a certified trainer!

HR Revolution Middle East Magazine: How do you define Employer Branding in your own words?

Yasmine Yehia: Employer Branding is the art of story-telling, each employer has a story to tell, and this story is very useful for those who are interested in the company. A story about values, a story about culture, a story about care – a story about authenticity and uniqueness.

HR Revolution Middle East Magazine: What does an Employer Branding Manager do?

Yasmine Yehia: An Employer Branding Manager is someone who is an expert in storytelling, someone who is also an expert in the employer strategy and people vision and who is talented in showing what differs the employer from any others in the market.

HR Revolution Middle East Magazine: Employer Branding is one of the new global trends in HR, yet still not implemented in several countries and among many organizations. Why do you think some organizations have concerns regarding implementing Employer Branding as a comprehensive initiative?

Yasmine Yehia: I don’t think it is a matter of a concern at all – I think it is a matter of time and maturity. To be able to have a strong brand, you need to start from within – you need to have an attractive story to tell so if this is not there, it won’t be the right time for employer branding. I always tell the people I teach employer branding – fix internally first and then you will have something to say externally.

HR Revolution Middle East Magazine: How do you measure the ROI of your Employer Branding initiatives?

Yasmine Yehia: Oh God, there are zillions of ways to measure the ROI of our initiatives and campaigns, as sophisticated as a brand awareness analysis to as simple as the quality of CVs we’re receiving for open vacancies. Measuring the pride and engagement of employees, measuring engagements and reach on our employer branding social media posts.

HR Revolution Middle East Magazine: Who are your main stakeholders and partners in the Employer Branding process?

Yasmine Yehia: And like I teach in my workshop – Employer Branding is never an independent function, actually we cannot even function or deliver alone, it is a collaborative work between us, HR and Marcom.

HR Revolution Middle East Magazine: Can you share with us one of the challenges you have faced in your current job and how you overcame it?

Yasmine Yehia: Managing a complex region like MEA is quite tough and I think the deep knowledge of each country in the region was my main challenge – what is it that my target audience in each country look for in an employer? I overcame it with loads of study and education and also with using the help of specialized agencies to provide me with the needed reports.

HR Revolution Middle East Magazine: What pieces of advice would you give to organizations who want to empower their employer brand?

Yasmine Yehia: Be authentic! Start from within and have an authentic story to tell. You will reach the hearts of your target audiences effortlessly.

HR Revolution Middle East Magazine: Jessie (if we may call you with your nickname), we are curious what is the first job you ever had and what is the most valuable lesson you have learnt from it?

Yasmine Yehia: My very first job was an IT Recruiter for fortune 1000 companies in USA – I learned the art of assessing and dealing with people, if there is one thing recruitment has given me, it is the strong people skills!

HR Revolution Middle East Magazine: You are also a certified Life Coach, how does this help you in your role in HR?

Yasmine Yehia: In both HR and Employer Branding your main customer and target audience is people, right? A life coach listens to so many people, to their issues and struggles, it makes you a people person by heart – it gives you the perfect listening skills and it strengthens the way you interact and communicate with people, and this is exactly what you need as an HRian!

HR Revolution Middle East Magazine: As a Life Coach, what advices do you have to professionals who want to sustain a work-life balance? Do we all need to have a work-life balance?

Yasmine Yehia: YES, we all need a work life balance definitely – you need time for yourself, to recharge, reflect and develop. I’d tell them, make the time for yourself a priority – do not miss it, this time is actually good for your work too because you will always have the right energy to continue. If there is a learning lesson from 2020, it is the importance of our mental health. Have a routine and this routine must include time for yourself!

HR Revolution Middle East Magazine: As a Career Coach, how do you think Covid-19 impacted the employment market?

Yasmine Yehia: Well, from what I see from my clients – so many people are thinking to shift careers post covid-19. Some of them must because they lost their jobs and some of them realized the importance of mental health, so they decided to leave a very stressful career. I think moving forward companies will have to learn to be flexible in their hiring process and start accepting candidates having the right skills for a job rather than a big number of years of experience! It is hiring for talents not years! People also need to be more resilient and smart in using their skills.

HR Revolution Middle East Magazine: Finally, as a Trainer – why do you think personal branding is very important? We know you teach the topic.

Yasmine Yehia: In a world that has gone totally virtual – people need to learn how to build a strong personal brand online, it is how you will smartly use your skills and get paid for it! You no longer have the big chance to meet your recruiters face to face, following the new ways of working, we are heading towards working from home and flexible hours more, your personal brand is the only thing that will differentiate you in the market and open doors for you.

HR Revolution Middle East Magazine: Thank you for your time, would you like to say anything?

Yasmine Yehia: Thank you for having me – I hope I continue inspiring those interested in the employer branding career!

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Magazine

Stevie Awards Winners’ Articles Series – Eng. Abeer Mahmoud Ramadna

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“Continuous Learning, adopting innovation & creativity and teamwork are among the guiding principles of success and excellence in the government sector” Eng. Abeer Mahmoud Ramadna

Winner Name: Eng.  Abeer Mahmoud Ramadna

Winner Title: Director Assistance for Control & Inspection for Economic Activities at Ministry of Industry & Trade in Jordan

Winning categories:

  1. The Gold Stevie Winner in the category “the most innovative Communications Professional of the year “
  2. The Silver Stevie Winner in the category “Innovation in Community Relations or public Services Communications”
  3. The Bronze Stevie Winner in the category “Innovative Management in Government – Organizations with 100 or more employees”
Brief Biography about the Winner:

Abeer Ramadna is the Director assistant of control and inspection unit at the Ministry of Industry, Trade, and Supply (MIT) in Jordan, she has a Master Degree in Industrial Engineering- Engineering Administration / University of Jordan with “excellent degree”. Abeer has 20 years of experience in private and public sectors, and is a focal point for UNIDO at MIT in Jordan. Abeer is a certified Management development Expert from ITC/ Vienna in 2005, a certified Export Consultant to EU from CBI/Netherland in 2007, certified Lead Auditor for Quality Management ISO 9001:2015, a certified Engineer Expert in Quality and Environmental Management systems in 2018 and a certified EFQM Assessor from EFQM in 2019. Eng. Abeer has a wide professional expertise in many fields that allow her to provide consultations to the organizations in various fields including Quality Management, Environmental Management, preparing industrial polices, strategies and plans, Inspection polices, Monitoring & Evaluation systems, implementing the ISO9001, ISO14001 ISO14040s standards, and conducting technical industrial sectors studies.

Eng. Abeer won three Stevie Awards from three different categories after participation in Middle East Stevie Awards in 2020, these are:

  1. Gold Stevie Winner in a category:” The Most Innovative Communications Professional of the Year”. These categories honor the most innovation in communications practice, management, and use of technology.
  2. Silver Stevie Winner in a category: “Award for Innovation in Community Relations or Public Service Communications”. These categories honor innovation in communications practice, management, and use of technology in the public sector.
  3. Bronze Stevie Winner in a category: “Award for Innovative Management in Government “. These categories honor innovation in executive management including the Award for Innovative Management in a number of industry sectors.

Abeer has been published scientific papers in one of the world accredited journals in E-government. Titled “Barriers to E-Government Adoption in Jordanian Organizations from Users’ and Employees’ Perspectives” in 2017, the link is:

https://www.igi-global.com/article/barriers-to-e-government-adoption-in-jordanian-organizations-from-users-and-employees-perspectives/181280

and published another scientific paper titled: “SEM approach to determine factors affecting e-government success in Jordan”,  the link is:

https://www.researchgate.net/publication/333488499_SEM_approach _to_determine_factors_affecting_e-government_success_in_Jordan

She was selected as a Judge at the Best Jordanian chemical product Award in all three cycles of it during 2015 to 2020, Judge in the 2019 management & entrepreneur Awards categories judging committee Stevie Awards, and Judge at the best industrial engineering project for the Jordanian universities in 2019. She participated in several national and International conferences, meetings and presented papers, as a representative of the MIT / Jordan.

https://www.facebook.com/abeer.ramadna

http://linkedin.com/in/abeer-ramadna-msc-ie-pe-cbi-em-itc-mde-66928170

https://stevieawards.com/ar/mena/eng-abeer-ramadna-2

http://jordanembassyus.org/news/jordanian-engineer-wins-three-middle-east-stevie-awards?fbclid=IwAR2iBj4P8uHERE_Q2Yf-hatk2yJ-bGeq1g8MaYPIz_HJ42HqUyA6UCPehdM

Stevie Award winning Case Study:

  • Developing action plans of inspection development to governmental institutions (Inspectorates) work in fields of health, Environment, labor, safety for economic sectors in Jordan.
  • Supervision of developing Electronic Inspection System for governmental inspectorates.
  •  Conduct many awareness workshops for governmental inspectorates and for private sector institutions.
  • Conduct many workshops and training sessions as A National trainer of trainers in the shaping of future studies.
  • Secretariat of higher committee for Inspection development of Economic Activates that consists from high level management in governmental inspectorates.
  • Abeer is trusted as a competent team leader and confident expert in Quality management & Inspection systems
  • Abeer conducted in 2018 a study titled the Industrial engineering in the government sector in Jordan, current situation and future opportunities and present it in the 2nd International Conference on Industrial Systems & Manufacturing Engineering (ISME’19) Nov, 11-12, 2019 in Amman.
  • Abeer was chosen after a series of selection process as one of the National participants in the Civil Service Development Program in Jordan and attended all phases including the leadership and developing high performance teams at the Royal Military Academy Sandhurst UK during 2019.

Eng. Abeer Mahmoud Ramadna “Continuing to contribute achievements and make positive impacts are goals that are achievable with the presence of strong & positive attitude, self-motivated character & determination.”

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