www.bizwomen.co.

za

SAIPA

CHANGING THE FACE

OF SOUTH AFRICAN
ACCOUNTING

Women in
the boardroom
Business Icons
take the lead
SMART INFORMED CONNECTED

Hi-Tech
CEOs
First women
led in HR,
now its CFO

Being the finest!

Mandi Fine is just that!

VOLUME 7 ISSUE 37

THE BUSINESSWOMAN MAGAZINE IS THE OFFICIAL MOUTHPIECE OF SOUTH AFRICAS LEADING WOMEN ASSOCIATIONS
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SA Code of Practice for the Marketing of Health Products . Decoding the

Code The ethical promotion of health products is vital in helping to ensure:,
HCPs and the public have access to the information they need. Patients have
access to the health products they need. Health products are prescribed and
used in a manner that provides the maximum healthcare benefit to patients.
All marketers of health products should maintain high ethical standards
when conducting promotional activities and must comply with applicable
legal, regulatory and professional requirements. What does the Code
apply to? All communication/ activities/ promotional items directed at: HCPs
(medical, dental, pharmacy, nursing, allieds), The general public (including
sponsorships, patient information-sharing, meetings and entertainment),
Communication to/ from medical funders, Clinical engineers, Vets,
Institutions registered with the DOH, Health facilities and managed care
companies. Those not included: Trade catalogues to suppliers including
pricing, Product labels, packaging and PIs. What is included in the Code?
Advertising and/or promotion and promotional materials or activities
include: Telephone help lines, Consumer leaflets, Consumer broadsheets,
Direct mail materials, On-pack statements (including information displayed
on or attached to the goods or the container/ pack in which the goods are
supplied), Outdoor advertising, Point of sale materials, Touch screen
advertising, Counter top advertising, Branded materials relating to product
sponsorship, Aerial promotions (hot air balloons and/or blimps), Website and
other Internet materials (including press releases), Promotional aids
including those used for direct selling activities, bus, taxi and other vehicle
advertising; and light box advertising, Cinema/ TV/ radio/ audio commercials,
Advertising and/or promotion and promotional materials or activities
include:, Advertorials, Booklets, Posters, Bunting, Window displays, Print
advertisements, Promotional text messages, Consumer promoters, ,
Promotional scripts for use by telephone help lines, Sports, art and other
sponsorships, Airport, washroom, shopping centre advertising and/or
promotion , Aisle, ceiling, floor advertising and other signs; counter top
advertising, Gondola end advertising, Advertising on electronic ordering
systems. Need to Know. Scheduling. S0 and S1 (self-medication) may be
advertised to the general public , (S2 S6 cannot). With the exception of S2
medication which may be advertised in pharmacy as point of sale material
(dummy boxes, gondola ends (without product). Price lists directed to the
public may contain a pack shot for S0-S6. For S2-S6 medications no
indications/ claims can be made. Latest PIs may be made available (including
S2- S6) online provided that they are not presented in such a way as to be
promotional in nature. Package Insert. All advertising and/or promotional
material must be based on the current approved South African package
insert. In all forms of advertising and/or promotion the statement , For full
prescribing information refer to the package insert approved by the
medicines regulatory authority should appear or be stated (except
promotional items). When Healthcare Sales Representatives introduce a
medicine to a healthcare professional for the first time, they should provide
a copy of the latest medicines regulatory authority approved package insert.
A local, package insert, approved in terms of the Medicines and Related
Substances Act, is permitted as an insert or supplement. More details on
page 11 of the Code. Referencing. When promotional material refers to
published studies, clear and complete references must be given. When
promotional material refers to (unpublished) data on file, the relevant part of
this data must be provided without delay at the request of members of the
health professions or appropriate administrative staff. If confidential
information, such as information relating to trade secrets, sensitive
commercial information or information of a competitive nature is involved,
the material may be given to an independent arbitrator acceptable to both
parties or a person appointed by the MCA from its Adjudication Panel for
assessment, in the case of a dispute to assess whether the unpublished data
in fact support the statement(s) made in the promotional material. Content.
Claims. Other words to be careful of using in claims: the, unique,
ultimate which imply superiority. It must not be stated that a product has
no side-effects, toxic hazards or risk of addiction or dependency. Promotional
material must not include any reference to the medicines regulatory
authority unless this is specifically required by the medicines regulatory
authority, through the applicable legislative and other provisions. The word
safe or words containing references to safety must not be stated in such as
way as to imply that a product has no side effects, toxic hazards or risk of
addiction. The word safe must not be used without scientific qualification
and substantiation. The word new must not be used to describe any product
or presentation, which has been generally available or any therapeutic
indication, which has been available for more than twelve months in South
Africa. This includes new formulations, flavours, new pack presentation/
sizes and design. Superlatives (grammatical expressions that denote the
highest quality or degree, such as best, strongest, widest etc) often cannot
be substantiated as there are too many variables. The use of a superlative
which can be substantiated (eg a particular health product is the most widely
prescribed in South Africa for a certain condition) that is not presented in a
misleading way may be used with caution. Weight loss A statement to the
effect of: Only effective when used in conjunction with a kilojoule controlled
balanced diet should be included on the label and in the advertisement for
a product intended for weight loss/management. Quotations and

Testimonials. Quotations relating to a medicine taken from public broadcasts,

for example radio, television or Internet, and from private occasions, such as
medical conferences or symposia, must not be used without the written
permission of the speaker. Testimonials shall comply with the approved
package insert and with the other principles of this Code. Testimonials
should be less than three years old and be the genuine views of the user. The
use of healthcare professionals for marketing, promotion, endorsements or
testimonial has to take place within the scope set by the professional codes
applicable to such professionals. Advertising and/or promotion shall not
claim that a product is, or has been available on prescription. However, it is
acceptable to state that a products active ingredient, formulation or
preparation has been prescribed by a health professional, provided there is
evidence that this is the case. Advertising and/or promotion shall not refer to
a college, hospital, institute, laboratory or similar establishment, unless
the establishment genuinely exists. Content. Content may not be offensive:
it must be respectful on the HCP and patients. Each promotional piece must
be able to stand alone, including loose pieces (must contain the legals,
company details, package insert message and company code for the piece).
Price comparisons may only be distributed to HCPs and must be accurate, fair
and must not mislead. A valid comparison may only be made where a price
comparison is made on the basis of the therapeutically equivalent dosage
requirement for the same indication. Information to the public. Allows for
provision of non-promotional information about S2 S6 to the general public
either in response to a direct inquiry from an individual, including inquiries
from journalists, or by dissemination of such information via press
conferences, press announcements, television and radio reports, public
relations activities and the like. It also includes information provided by
means of posters distributed for display in surgery waiting rooms etc. This
prohibition does not apply to vaccination campaigns or other public health
campaigns carried out by companies and approved by the Department of
Health and/or Medicines Regulatory Authority. Any information provided
should be factual, balanced and must not encourage members of the public
to ask their doctors to prescribe a specific health product. Package inserts
may be provided to members of the public on request. S2 medication may be
advertised in pharmacy as point of sale material (dummy boxes, gondola
ends (without product). Specific Channels. Electronic communication
Telephone/ SMS/ e-mail/ telex/ facsimile: when first contact is made, the
option to opt out is given and the decision is subsequently respected. The
option to opt out should also be provided on all subsequent communications,
even if the addressee has not opted out after the first contact. Mailing lists
must be kept up-to-date. Requests from healthcare professionals to be
removed from promotional mailing lists must be complied with promptly and

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

shareholders, the stock exchange, should be examined to ensure that it does

not contravene the Code or the relevant statutory requirements. Visual
Communication. Promotional material appearance. Postcards, reply paid
cards, other exposed mailings, envelopes or wrappers must not carry matter
which may be regarded as advertising and/or promotion to the general public
contrary to relevant legislation. Promotional material and activities must not
be disguised: promotional material sent under the guise of personal
communications is inappropriate. Envelopes must not be used for the
dispatch of promotional material if they bear words implying that the
contents are non-promotional. Visual communication. HCP Endorsement:
The name or photograph or film of a member of a health profession must not
be used in any way that is contrary to the applicable professional codes for
that profession and all endorsements, where permitted by professional
codes, have to be done within the scope of such codes. Reference to
healthcare professionals in advertisements should refer only to those
registered in the country in which they practice. Promotional material must
not imitate the devices, copy, slogans or general layout adopted by other
companies in a way that is likely to mislead or confuse. The use of all
artwork (logos, tables, graphics, illustrations, etc) should reflect the
principles of fairness, balance and accuracy and should not distort, mislead,
etc. Depictions of children should not be used in relation to products not
authorised for use in children. Pictogram must not be used to depict opinions
or interpretations. Artwork must not mislead as to the nature of a health
product or any claim or comparison and must not detract from any safety
aspects. Anatomical drawings, graphs and tables should not be misleading.
Differences that do not reach statistical significance must not be presented
in such a way as to mislead. Graphs and tables must be adequately labelled
so that the information presented can be readily understood. If a graph or
table is taken from a published paper, but has not been reproduced in its
entirety, the graph must clearly be labelled as having been adapted from the
paper in question. Any such adaptation must not distort or mislead as to the
significance of that graph, table etc. It should also be noted that if a table,
graph etc in a paper is unacceptable in terms of the requirements of the Code
then it must not be used or reproduced in promotional material.. SA Code of
Practice for the Marketing of Health Products . Decoding the Code The
ethical promotion of health products is vital in helping to ensure:, HCPs and
the public have access to the information they need. Patients have access to
the health products they need. Health products are prescribed and used in a
manner that provides the maximum healthcare benefit to patients. All
marketers of health products should maintain high ethical standards when
conducting promotional activities and must comply with applicable legal,
regulatory and professional requirements. What does the Code apply to?
All communication/ activities/ promotional items directed at: HCPs (medical,
dental, pharmacy, nursing, allieds), The general public (including
sponsorships, patient information-sharing, meetings and entertainment),
Communication to/ from medical funders, Clinical engineers, Vets,
Institutions registered with the DOH, Health facilities and managed care
companies. Those not included: Trade catalogues to suppliers including
pricing, Product labels, packaging and PIs. What is included in the Code?
Advertising and/or promotion and promotional materials or activities
include: Telephone help lines, Consumer leaflets, Consumer broadsheets,
Direct mail materials, On-pack statements (including information displayed
on or attached to the goods or the container/ pack in which the goods are
supplied), Outdoor advertising, Point of sale materials, Touch screen
advertising, Counter top advertising, Branded materials relating to product
sponsorship, Aerial promotions (hot air balloons and/or blimps), Website and
other Internet materials (including press releases), Promotional aids
including those used for direct selling activities, bus, taxi and other vehicle
advertising; and light box advertising, Cinema/ TV/ radio/ audio commercials,
Advertising and/or promotion and promotional materials or activities
include:, Advertorials, Booklets, Posters, Bunting, Window displays, Print
advertisements, Promotional text messages, Consumer promoters, ,
Promotional scripts for use by telephone help lines, Sports, art and other
sponsorships, Airport, washroom, shopping centre advertising and/or
promotion , Aisle, ceiling, floor advertising and other signs; counter top
advertising, Gondola end advertising, Advertising on electronic ordering
systems. Need to Know. Scheduling. S0 and S1 (self-medication) may be
advertised to the general public , (S2 S6 cannot). With the exception of S2
medication which may be advertised in pharmacy as point of sale material
(dummy boxes, gondola ends (without product). Price lists directed to the
public may contain a pack shot for S0-S6. For S2-S6 medications no
indications/ claims can be made. Latest PIs may be made available (including
S2- S6) online provided that they are not presented in such a way as to be
promotional in nature. Package Insert. All advertising and/or promotional
material must be based on the current approved South African package
insert. In all forms of advertising and/or promotion the statement , For full
prescribing information refer to the package insert approved by the
medicines regulatory authority should appear or be stated (except
promotional items). When Healthcare Sales Representatives introduce a
medicine to a healthcare professional for the first time, they should provide
a copy of the latest medicines regulatory authority approved package insert.
A local, package insert, approved in terms of the Medicines and Related

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

Being the finest!

Mandi Fine - The Fine Group

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.

This comes as no surprise from the

businesswoman whose life maxim is
unequivocally ambitious: Life is too short
to be mediocre, so you have to be the finest
you can be.
Operating from their premises in Arts on Main in Johannesburgs central business precinct, the Fine Group has capitalised on its achievements locally to capture global markets
with project briefs from Sao Paulo, London, Dubai, to name
but a few.
Alternately described as niche or unique, healthcare communications rotates on its own advertising and marketing axis,
departing from the traditional agency structure, to a sectordriven service offering. This in turn requires a specialised
pool of resources, as Fine explains: The majority of our staff
have a tertiary education and are pharmacists, physiologists,
neuroscientists and biochemists with an honours or masters
in marketing.
According to Fine a lot of the work they do is located within
a highly regulated environment, necessitating an understanding of the industry dynamics bolstered by in-depth research.
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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.
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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.

I believe that a man

can write an ad for a
bra; he does not need to
be a consumer of that
particular product, as long
as he has an appreciation
for its form and function.

fter graduating, Botes dived straight in to

the advertising industry, using her passion for words to conceptualise brand
campaigns in her position as copywriter.
Her later move into management was
an inevitable consequence of her robust
business acumen and the ability to create
work that works for her clients.
I think it helps enormously if you believe in your clients products and you can share that passion.
I believe that a man can write an ad for a bra; he does not need
to be a consumer of that particular product, as long as he has
an appreciation for its form and function, explains Botes.
Describing this further, Botes says, I dont think you have
to be a petrol head to be able to write a car commercial. In
fact, my business partner at the time, Jenny Groenewald, who
was Executive Creative Director at Hunt Lascaris, wrote the
famous BMW car commercial featuring the mouse. She had
little or no understanding of cars but found that driving the
BMW evoked in her a clear comprehension of that product.

Whilst it may be true that being a product

expert is not a precursor to marketing it,
creative nous certainly is. And Botes has
this in abundance.
A glance at the list of accolades and accomplishments to her
name are proof of this: Sunday Times Media & Marketings
Advertising Woman of the Year, first South African judge at
the Cannes Lion Direct International Advertising Awards,
Group Managing Director of Tequila and regional board
member of the TBWA Hunt Lascaris Group. It is this impressive track record, coupled with her formidable reputation as a
respected FMCG brand specialist that caught the attention of
Mandi Fine and the Fine Group management team.

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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.
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Communications

The Fine Group has come to play an important part in achieving

redeFined

behaviour change in our organisation. Through their ability to

make sense of complex concepts, Mandi and her team drive
communication, understanding and support for many of our business
improvement initiatives, confirms Nick Cheesman, IS Area Director
for Russia, Middle East and Africa at Reckitt Benckiser.

The Fine Group is a strategic communications agency that combines specialist knowledge
with creative thinking and technology to develop innovative communications solutions.

What also makes us different is the calibre of person that we employ.

Most of our account management staff are academically highly
qualified and extremely committed to being the best. As proof of
achievement, the agency has won numerous local and international

The agency has seen robust growth in the last three years. Mignon Botes, Managing Director, attributes the increase

creative and effectiveness awards in these areas of expertise in the

in billings to a deliberate collaboration of skills. Mandi Fine, CEO, has a science background. Sam Michel, Strategic

12 years of its existence.

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.

communications, one in healthcare and related brands, one in PR and

crisis management, and finally an events company with a difference.

Having started out life as a specialist healthcare communications agency, we developed a deep understanding of
how to communicate with doctors and other

We recently took a brave decision to move our offices from Melrose

healthcare professionals. We were soon able to

Arch to Arts on Main in downtown Johannesburg. We love our new workspace and our clients find it refreshing

identify proprietary methodologies and patterns

and exhilarating to pay us a visit. We tap into the very special energy of the area, and have found both our

of highly effective communication that we now

business and our people flourish when constantly surrounded by art and innovation.

apply to other categories. In this way, were able

to service the business communication needs

Our values say it all: To be the Finest organisation with which our clients and suppliers interact. To develop

of a number of clients here in South Africa,

strategies that result in healthy brands. And to enjoy meaningful, long-lasting relationships with each other

the United Kingdom and many parts of the

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

Were particularly proud of our long-standing

like Oprah Winfrey, Elton John and Alicia Keys.

association with Reckitt Benckiser, the global

fast-moving consumer giant which has power

In short, we make friends and try and to make every day a day of excellence a day to remember.

brands such as Dettol, Strepsils, Nurofen,

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.

Gaviscon and Durex. Together with our clients

who are leaders in their fields, we continually
evolve our skills, creating better, more iconographic and instant ways of relaying information. And making it stick.
Our mantra is to create work that works. Advertising and communications job is, after all, to make complicated
concepts simple and simple things interesting. This approach leads us to the desk of the CEOs of our various clients,
as theyre the ones with the task of persuading their staff, clients, customers and stakeholders to change behaviour in

Nelson Mandela, Inaugural speech, 1994, taken from Marian Williamson ,

A Return to Love: Reflections on the Principles of a course in Miracles.

support of a certain brand or business initiative.

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