E Schwyzer Plausch*

*A Swiss Chat

As the ‘first W2O employee on the ground’ in our Zurich office, it is my pleasure to bring you up to speed with recent developments here.

The workplace opened this year, so it was important that we made our mark on the city.

To this end, in September 2019, we held our inaugural W2O EMEA Marketing Science Summit, which successfully brought together 40 of the brightest minds across science, marketing, and communications to discuss using data to market products and ideas.

My Journey to Zurich

But first, let me tell you about the route that brought me back to my country of origin. I was born in Geneva and educated in different European countries. An internship with the World Health Organization (WHO) nurtured my interest in healthcare. I started at W2O in New York then did a short-term rotation in London. Both were stepping stones to my return to Switzerland and specifically the amazing city of fondue and Toblerone – ZURICH!

With Switzerland as the global hub for many international pharma/biotech companies, it was important to establish a base close to our clients. The recruitment of Fenna Gloggner, a Senior Group Director in the Insights and Analytics practice, whose experience lies in Swiss pharma, will strengthen W2O’s links.

My Chat with Fenna Gloggner

What is your background?

Fenna: My academic background is in politics and economics, but my career has taken me firmly into the pharmaceutical world. I moved from my native Germany to the UK to attend university and became a trainee market researcher at GfK Health in London. After a few years learning the ropes, I made another move across the continent to Switzerland into a client-side role at Novartis in Basel.

At Novartis, I worked in various roles in global commercial insights, including primary market research, business analytics, forecasting, and competitive intelligence. A lot of my work was in cardiology and cardiovascular health, and I am still fascinated by the miracle that is the human heart.

After 10 great years at Novartis, I felt like a change of pace, so I moved to one of my former partner agencies, HRW, into a business development role. HRW is a pharmaceutical market research agency with some very innovative solutions in qualitative research and behavioural science, so the move also gave me an opportunity to refresh my primary market research skills. I also developed a passion for behavioural science and how it can enhance product or communication strategies.

It was about a year ago that I first heard about W2O when I got chatting to Laura Mucha (W2O Managing Director Analytics) after a conference. We stayed in touch, and with every conversation there seemed to be more points of connection, so I am excited to be joining the company now.

What are you hoping to bring to W2O and in particular the Swiss office?

Fenna: I’ve been very impressed by what I learned about W2O’s digital analytics offering – a lot of things that I wish I had had access to when I was working industry-side! I think there will be a real opportunity to complement this with my experience in primary insights. My work in the past has always been at a global level, so hopefully that will be a good fit, especially for the EMEA team.

Another thing I will be able to bring to W2O is my industry experience. In addition to working client-side for the majority of my career, I recently completed an MBA in Pharma Business Administration. Studying part-time alongside a full-time agency job was an intense but very rewarding experience. I learned a lot and was able to connect a lot of dots – the programme covered everything from strategic management, finance, and pharma law to development, marketing and markets access and pharmacovigilance. A lot of things that were always a bit vague to me in terms of how the various pharma functions connect – especially outside of the commercial setting – are a lot clearer to me now. I look forward to sharing what I know and learned with anyone who doesn’t yet feel fully up to speed with what is going on inside pharma.

Finally, it will be great to have a real presence on the ground for our Swiss clients: With the office in Zurich and me working from Basel for part of the week, we will be able to have a lot of meetings face to face instead of remotely, which obviously helps with building strong relationships. For most of the local Basel clients, I can be at their offices in under 30 minutes – something that they (and I) have certainly made use of in the past…

Nina: What is your connection to Switzerland?

Fenna: A very personal one: My husband and children are Swiss, and I am a proud naturalised Swiss citizen. I have a large and wonderful Swiss extended family and we like to spend time out in nature: hiking in summer; skiing in winter. Switzerland is a beautiful country and offers a great quality of life – I still feel privileged to be able live here and hope many of our colleagues will come to Zurich to work with us and experience Switzerland for themselves.

We’re looking forward to developing our Swiss office and continuing to host the annual summit in Switzerland.

Merci vilmal (thanks a lot) for reading my blog!

Nina Thiel
Nina Thiel

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