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Because we understand
the fine print we do the
finest work.
no name may be restored except at their request or with their permission .
Internet communication. Available to HCPs and appropriate administrative
staff only through password protection: Information, Package Inserts and
promotional material for S2-S6 medicine Independently produced electronic
journal intended for HCPs. The general public (including HCPs):. Latest PIs
may be made available (including S2- S6) provided that they are not
presented in such a way as to be promotional in nature. The first part of an
advertisement in an electronic journal, such as the banner, is often the only
part of the advertisement that is seen by readers. It must include a clear,
prominent statement as to where the minimum information can be found
with a direct link in legible font. The non-proprietary name or active
ingredient should appear immediately adjacent to the most prominent
display of the brand name. It should be made clear to an internet user when
he/she is leaving any of the company sites, or sites sponsored by the
company, or is being directed to a site, which is not that of the company.
Journal advertising. An advertisement which contains two or more pages
must not be false or misleading when each page is read in isolation. An
advertisement taking the form of a loose insert in a journal may not be of a
size larger than the page size of the journal itself. Advertisements in journals
must not resemble editorial matter unless clearly identified as advertorial or
as a sponsored feature. In the case of a journal advertisement where the
prescribing information appears overleaf, a reference to where it can be
found must appear in a type size which is legible at either the beginning or
the end of the advertisement. Press material. Material issued by companies
that relates to health products but which is not intended as promotional
material for those health products per se, for example corporate advertising,
press releases, market research material, financial information to inform
Arts on Main, 264 Fox St, Johannesburg, 2094. Tel: +27 (0) 11 221 5400 Reg. No.: 1993/002486/07 www.finehealthcare.co.za
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BUSINESS ICONS
medical media
INTERVIEW LANCE G WHATMORE | STORY JACKIE LAGUS | RESEARCH GRAHAM COOPER | PHOTOGRAPHED BY NATASHA SCHULTZ
I stand on my head so that when the world turns me upside down, I know that I can
breathe. Mandi Fine uses yoga to align body and mind. The practise of mindfulness
inserted into her me time moments is a powerful antidote to the pressures that come
with the title of Chief Executive Officer.
t is a role hard earned by Fine, who used her foundation of a Masters degree in Nutrition and Neuroscience from Wits University as a springboard to
her vocation within the healthcare marketing sector.
Following a move to New York in 1998, Fine was
able to develop her competency at Harrison and Star
Omnicom and forge relationships with her clients
which included large, multinational pharmaceutical
companies. This proved to be an important training ground for her own business venture, the Fine
Group, which she established in 1999 on her return
to South Africa. Wasting no time in developing a
winning formula as a specialist healthcare communications agency, the Fine Group has notched up 21 awards
both locally and abroad. It is their forte for innovation that sets
them apart as a marketing, event management and branding
consultancy.
ISSUE 37
This artery of intellectual capital has powered the most successful brand launches, including Viagra, Celebrex and Life
Healthcare and with Fines special interest in technology, the
company has pioneered some of the first global digital patient/
doctor applications.
As the Fine Group continues to develop and innovate, Fine
who is also mother to two sons, earmarks her own time to
serve as a board member of the Ikageng Itireleng Aids Ministry, an organisation that supports around 3 000 children across
500 Soweto-based households. Working with Ikageng has
been incredibly inspiring and grounding and it makes the basis of our work very real to be involved with an organisation
like this. It absolutely affects everything that I do on a daily
basis, through the related issues of healthcare, education and
communication, explains Fine.
The Fine Group was granted the Mail & Guardian Investing
in the Future award in recognition of their work with Ikageng. In response to this tribute Fine says, For us it was very
much part of our culture and how we operate the business, the
link with Ikageng and uplifting people through communication and issues around health. We approach CSI very differently - it is not just about writing a cheque, making a donation
or giving an end-of-year Christmas party, it is about empowering the organisation with the same skills that are inherent in
your own business.
Usually on the receiving end of accolades, Fine was recently
nominated as executive judge of the 2013 Global Awards, a
real tribute to her success within an industry that has a huge
footprint across the world and accounts for the biggest advertising spend outside of technology. Fine elaborates: Digital
and printed material of the worlds best healthcare communications is adjudicated.
As an executive judge I am very humbled and honoured both
as a woman and a South African. This is an international
award with the highest standards being recognised. Live jury
sessions will be hosted across six international cities, including New York. Like a full circle, Fine will return to the city
that was the starting point of her journey to becoming the finest that she can be.
I stand on my
head so that
when the world
turns me
upside down, I
know that I can
breathe.
Women lead the way THE BUSINESSWOMAN MAGAZINE ISSUE 37 15
2013/09/19 10:52 PM
medical media
BUSINESS ICONS
Creating
work
that works
Mignon Botes - The Fine Group
INTERVIEW LANCE G WHATMORE | STORY JACKIE LAGUS | RESEARCH GRAHAM COOPER | PHOTOGRAPHED BY NATASHA SCHULTZ
Mignon Botes grew up in the coal-mining town of Ogies, located 29km south
west of Witbank in Mpumulanga. A childhood dream of becoming a mining engineer,
following on from her fathers example, was later superseded by the lure of prose and
the study of communications at the University of Johannesburg.
ISSUE 37
Healthcare Strategic Marketing Services. Botes has an unconventional management style, one that would strike fear into
the hearts of many. As Botes explains, About three years
ago, much to Mandis horror, I called all the staff together and
said to them that from that day forth they would not be constricted by traditional working hours; they could even take as
much leave as and when they wanted. I wanted a performance
economy and not a presence economy. And soon after that I
happened to arrive at the office before seven one morning to
find almost everyone at work already. Our performance has
increased enormously. So now when a staff member asks if
they can have time off, I reply: I dont know, can you?
It is this out-of-the-cubicle thinking that great leaders are
made of. To be able to empower and motivate staff, delving
and unearthing their inner resources and tapping into their
potential, is a winning formula. Says Botes, I find that in
my dealings with people I get the most out of them when I
am encouraging and understanding. I let people write their
own job descriptions, not in words, but in their behaviour. In
this way you build and support their strengths and erode their
weaknesses.
When not transforming brands, ideologies and the bottom
line, Botes lives her own maxim of enjoy what you do and do
what you enjoy by exploring the globe, country by country.
With South America and Australia still on her must-see list,
Botes also escapes to the South African lowveld to reign in the
tranquillity and fuel her own engine.
I have a house between White River and Hazyview near the
Kruger Park and I go there every second week for about four
days. I write and strategise from there, so I am up and down a
lot. My house is on a big lake, and we have fish eagles and six
kinds of kingfishers. Its absolutely divine.
Whilst Botes does plan to move to the house when she retires,
it is hard to imagine this powerhouse ever slowing down. For
Who better than steer the course for Fine Healthcares vision now however, she will continue to build on her legacy and
forward than Botes, who in 2007, was appointed MD of Fine inspire others in so doing.
Women lead the way THE BUSINESSWOMAN MAGAZINE ISSUE 37 17
2013/09/19 10:52 PM
Communications
redeFined
The Fine Group is a strategic communications agency that combines specialist knowledge
with creative thinking and technology to develop innovative communications solutions.
The agency has seen robust growth in the last three years. Mignon Botes, Managing Director, attributes the increase
in billings to a deliberate collaboration of skills. Mandi Fine, CEO, has a science background. Sam Michel, Strategic
Director, has extensive experience in the application of technology in the retail environment. And I have had many years
in a typical advertising agency environment. Its when these three skill sets converge that we hit the sweet spot and
The Fine Group now has four divisions, one specialising in internal
magic happens.
Having started out life as a specialist healthcare communications agency, we developed a deep understanding of
how to communicate with doctors and other
Arch to Arts on Main in downtown Johannesburg. We love our new workspace and our clients find it refreshing
and exhilarating to pay us a visit. We tap into the very special energy of the area, and have found both our
business and our people flourish when constantly surrounded by art and innovation.
Our values say it all: To be the Finest organisation with which our clients and suppliers interact. To develop
strategies that result in healthy brands. And to enjoy meaningful, long-lasting relationships with each other
and our clients. And to respect and uplift a number of people less fortunate than us. This can be seen in our
developing world.
CSI project that provides infrastructure and donor facilitation for more than 1700 AIDS-infected and -affected
children at Ikageng Itireleng Aids Ministry in Soweto. This has led to financial support from international names
In short, we make friends and try and to make every day a day of excellence a day to remember.
Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful
beyond measure. It is our light, not our darkness, that most frightens us. We ask ourselves,
who am I to be brilliant, gorgeous, talented and fabulous? Actually, who are you not to be?
Your playing small doesnt serve this world.
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