Goodpharma

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David Hunt, Chief Executive, HAVAS LYNX presents Good Pharma: Better for patients, better for business at DigiPharm 2013.

Pharma finds itself on the cusp of a tremendous opportunity. Patients and professionals are increasingly seeking reliable sources of tools, services and information to enhance and ease their experiences. Healthcare providers are in desperate need of expertise to assist in streamlining services and improving patient care. Additionally, there is an ever-increasing artillery of emerging technologies that, harnessed correctly, will have incredibly meaningful benefits in the field of medicine. These three forces are all vying for change in healthcare and all three need pharma to orchestrate a scenario where this is possible. But, all three demand that pharma demonstrates that it has their interests at heart, that it is ethical, that it is responsible; that it is good.

Download the supporting white paper here:
http://www.havaslynx.com/wp-content/uploads/2013/10/07.GOOD_PHARMA_2013_103.pdf

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  • As Paul Polman says, it is good for business
  • M&S launched ‘Plan A’ in 2007
    Moral drivers; climate change, waste, energy
    Commercial drivers; build a brand on behaviour (int & ext)
    The campaign was 100 commitments

  • The results
    energy efficiency improvement of 23% / 94% of all waste is now recycled / major progress in terms of sutainable sourcing
    Anticipated cost £200 million, however added 50 million in profit in 2010, and 70 million in 2011
    Helping to create a sustainable future & drive significant ROI
  • Customers have choice now
    Believe not just buy
    Particularly in healthcare

  • Goodpharma

    1. 1. #GoodPharma @DavidHuntLX
    2. 2. #GoodPharma
    3. 3. #GoodPharma
    4. 4. #GoodPharma
    5. 5. #GoodPharma
    6. 6. #GoodPharma
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    11. 11. Well informed Well connected Empowered #GoodPharma
    12. 12. #GoodPharma
    13. 13. #GoodPharma
    14. 14. Nearly 200,000 followers
    15. 15. #GoodPharma
    16. 16. #GoodPharma
    17. 17. #GoodPharma
    18. 18. Doing Good Making Money The Future ©HAVAS Who Cares Wins, David Jones #GoodPharma
    19. 19. ‘The business benefits from ethical practices are not soft ones about reputation or image. They are hard measures of growth and margin improvement. Wherever you look, it’s a no-brainer’
    20. 20. #GoodPharma
    21. 21. DifferentiateBrand equity New revenue streams Earned media #GoodPharma
    22. 22. #GoodPharma
    23. 23. Moral drivers Tackle issues: Climate change Waste Raw materials Fairness Health Commercial drivers Position company positively Build strong brand on the back of these activities 100 commitments #GoodPharma ©HAVAS
    24. 24. Moral success +23% Increase in energy efficiency 94% waste recycled Sustainable sourcing Commercial success 2010: +£50 million 2011: +£70 million Significant environmental improvement + Substantial ROI #GoodPharma ©HAVAS
    25. 25. #GoodPharma
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    30. 30. #GoodPharma
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    34. 34. Moral drivers Commercial drivers Good Pharma ©HAVAS #GoodPharma
    35. 35. #GoodPharma
    36. 36. #GoodPharma
    37. 37. Moral benefits Raise awareness of new treatment options available Business benefits Drive market growth Make a promise and beat HEP C ©HAVAS #GoodPharma
    38. 38. PATIENT WEBSITE
    39. 39. 40-80% Cure rates for hep C have increased dramatically Stop Hep C was originally launched in 2007 3,000 Visitors to the site a month… 72% …a massive bounce rate DRIVE DISEASE AWARENESS Primary objective ahead of INCIVO launch in 2011 CONTEXT #GoodPharma
    40. 40. OBJECTIVES EMPOWER patients to take action SUPPORT patients to instigate a new treatment regime EDUCATE patients on the emergence of new treatment options KPIs Drive visitor actions Reduce bounce rate Increase site visitors #GoodPharma
    41. 41. UNDERSTANDING THE CUSTOMER Identification of DIFFERENT PATIENT TYPES Recognition of the DIFFERENT STAGES OF THE PATIENT JOURNEY Consideration of DIFFERENT JOURNEYS BOTH TO AND ON THE WEBSITE Support throughout TOOLS AND CONTENT TAILORED TO SUPPORT THE PATIENT #GoodPharma
    42. 42. WEBSITE BOUNCE RATE has reduced from 72% to 8% RESULTS #GoodPharma
    43. 43. WEBSITE TRAFFIC has increased from 3,000 visitors per month to 5,500 visitors per month RESULTS #GoodPharma
    44. 44. RESULTS 27% of visitors to the website complete a campaign goal #GoodPharma
    45. 45. #GoodPharma
    46. 46. Moral drivers Raise awareness of the importance of taking your meds Commercial drivers Facilitate informed conversations with the Psychiatrist Shaping Futures, Enabling lives ©HAVAS #GoodPharma
    47. 47. Raise awareness of the benefits of continuous medication #GoodPharma
    48. 48. Help patients to understand and communicate their goals #GoodPharma
    49. 49. Empower patients to initiate conversation about their treatment #GoodPharma
    50. 50. #GoodPharma
    51. 51. #GoodPharma
    52. 52. People don’t expect perfection, they demand honesty Talk or be talked about Show integrity, leadership and accountability #GoodPharma
    53. 53. – In September 1982, seven people died after taking cyanide-laced capsules of Tylenol – It was predicted the brand would never recover – Only two months later Tylenol was back in the market – In 1983 its share of the $1.2 billion analgesic market had climbed back from a low of 7% to 30% Tylenol #GoodPharma
    54. 54. Recalled Tylenol Mass media Removed advertising Public Statement Innovated highly tamper-proof packaging Discounts via mass media etc Restored confidence in medical community Public Statement #GoodPharma
    55. 55. #GoodPharma
    56. 56. #GoodPharma
    57. 57. #GoodPharma
    58. 58. Moral benefits Tackling real health issues – quickly! Investing in passionate game-changers Business benefits New revenue stream Build brand equity Differentiate their business Pioneering life-changing business opportunities ©HAVAS #GoodPharma
    59. 59. #GoodPharma
    60. 60. #GoodPharma Graph: Who Cares Wins, David Jones
    61. 61. Driven by social media Greater opportunity to communicate with stakeholders Companies that embrace it will succeed #GoodPharma
    62. 62. Stakeholders are seeking sources they can trust Stakeholders are seeking more holistic help We need to think differently – starting & ending with the patient #GoodPharma
    63. 63. Moral drivers Commercial drivers Good Pharma ©HAVAS Better for patients, better for business #GoodPharma
    64. 64. @DavidHuntLX or david.hunt@havasww.com Who Cares Wins, Dave Jones Let My People Go Surfing, Yvon Chouinard Conscious Capitalism: Liberating the Heroic Spirit of Business, John Mackey Big Data: A Revolution That Will Transform How We Live, Work And Think, Viktor The Creative Destruction of Medicine: How the Digital Revolution Will Create Better Health Care, Eric J. Topol The Innovator's Prescription: A Disruptive Solution for Health Care, Clayton M.Christensen #GoodPharma

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