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#GoodPharma @DavidHuntLX
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
Well informed

Well connected
Empowered

#GoodPharma
#GoodPharma
#GoodPharma
Nearly
200,000
followers
#GoodPharma
#GoodPharma
#GoodPharma
Making
Money

Doing
Good

The Future

#GoodPharma

Who Cares Wins, David Jones
©HAVAS
‘The business benefits from ethical
practices are not soft ones about
reputation or image. They are hard
measures of growt...
#GoodPharma
Earned media

Brand equity

Differentiate

New revenue
streams

#GoodPharma
#GoodPharma
Moral
drivers
Tackle issues:
Climate change
Waste
Raw materials
Fairness

100

commitments

Commercial
drivers
Position co...
Moral
success
+23% Increase
in energy
efficiency
94% waste
recycled

Significant
environmental
improvement
+
Substantial
R...
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
#GoodPharma
Moral
drivers

#GoodPharma

Good
Pharma

Commercial
drivers

©HAVAS
#GoodPharma
#GoodPharma
Moral
benefits
Raise awareness
of new treatment
options available

#GoodPharma

Make a
promise and
beat HEP C

Business
be...
PATIENT WEBSITE
CONTEXT

40-80%

72%

Cure rates for hep C
have increased
dramatically

Stop Hep C
was originally
launched in

2007

#Good...
OBJECTIVES

EDUCATE

EMPOWER

SUPPORT

patients on the
emergence of new
treatment options

patients to
take action

patien...
UNDERSTANDING THE CUSTOMER

Recognition of the
Identification of

DIFFERENT
PATIENT TYPES

#GoodPharma

DIFFERENT
STAGES O...
RESULTS

WEBSITE
BOUNCE
RATE

has reduced
from 72% to 8%

#GoodPharma
RESULTS

WEBSITE
TRAFFIC

has increased from 3,000 visitors per
month to 5,500 visitors per month

#GoodPharma
RESULTS

27%
of visitors to the website
complete a campaign goal

#GoodPharma
#GoodPharma
Moral
drivers
Raise awareness
of the importance
of taking your meds

#GoodPharma

Shaping
Futures,
Enabling
lives

Commerc...
Raise awareness of the benefits of
continuous medication

#GoodPharma
Help patients to understand and
communicate their goals

#GoodPharma
Empower patients to initiate
conversation about their treatment

#GoodPharma
#GoodPharma
#GoodPharma
People don’t expect perfection, they demand honesty
Talk or be talked about
Show integrity, leadership and accountability
...
Tylenol
– In September 1982, seven people died after taking cyanide-laced
capsules of Tylenol
– It was predicted the brand...
Recalled
Tylenol

Removed
advertising

Public
Statement

Mass
media

Innovated
highly
tamper-proof
packaging

Restored
con...
#GoodPharma
#GoodPharma
#GoodPharma
Moral
benefits
Tackling real
health issues –
quickly!
Investing in
passionate
game-changers

#GoodPharma

Pioneering
life-...
#GoodPharma
#GoodPharma

Graph: Who Cares Wins, David Jones
Driven by social media
Greater opportunity to communicate with stakeholders
Companies that embrace it will succeed
#GoodPh...
Stakeholders are seeking sources they can trust
Stakeholders are seeking more holistic help
We need to think differently –...
Moral
drivers

#GoodPharma

Good
Pharma

Better for patients, better for
business

Commercial
drivers

©HAVAS
@DavidHuntLX or david.hunt@havasww.com
Who Cares Wins, Dave Jones
Let My People Go Surfing, Yvon Chouinard
Conscious Capit...
GoodPharma
GoodPharma
GoodPharma
GoodPharma
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GoodPharma

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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.

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GoodPharma

  1. 1. #GoodPharma @DavidHuntLX
  2. 2. #GoodPharma
  3. 3. #GoodPharma
  4. 4. #GoodPharma
  5. 5. #GoodPharma
  6. 6. #GoodPharma
  7. 7. #GoodPharma
  8. 8. #GoodPharma
  9. 9. #GoodPharma
  10. 10. #GoodPharma
  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. Making Money Doing Good The Future #GoodPharma Who Cares Wins, David Jones ©HAVAS
  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. Earned media Brand equity Differentiate New revenue streams #GoodPharma
  22. 22. #GoodPharma
  23. 23. Moral drivers Tackle issues: Climate change Waste Raw materials Fairness 100 commitments Commercial drivers Position company positively Build strong brand on the back of these activities Health #GoodPharma ©HAVAS
  24. 24. Moral success +23% Increase in energy efficiency 94% waste recycled Significant environmental improvement + Substantial ROI Commercial success 2010: +£50 million 2011: +£70 million Sustainable sourcing #GoodPharma ©HAVAS
  25. 25. #GoodPharma
  26. 26. #GoodPharma
  27. 27. #GoodPharma
  28. 28. #GoodPharma
  29. 29. #GoodPharma
  30. 30. #GoodPharma
  31. 31. #GoodPharma
  32. 32. #GoodPharma
  33. 33. #GoodPharma
  34. 34. Moral drivers #GoodPharma Good Pharma Commercial drivers ©HAVAS
  35. 35. #GoodPharma
  36. 36. #GoodPharma
  37. 37. Moral benefits Raise awareness of new treatment options available #GoodPharma Make a promise and beat HEP C Business benefits Drive market growth ©HAVAS
  38. 38. PATIENT WEBSITE
  39. 39. CONTEXT 40-80% 72% Cure rates for hep C have increased dramatically Stop Hep C was originally launched in 2007 #GoodPharma …a massive bounce rate DRIVE DISEASE AWARENESS Primary objective ahead of INCIVO launch in 2011 3,000 Visitors to the site a month…
  40. 40. OBJECTIVES EDUCATE EMPOWER SUPPORT patients on the emergence of new treatment options patients to take action patients to instigate a new treatment regime KPIs Drive visitor actions Reduce bounce rate Increase site visitors #GoodPharma
  41. 41. UNDERSTANDING THE CUSTOMER Recognition of the Identification of DIFFERENT PATIENT TYPES #GoodPharma DIFFERENT STAGES OF THE PATIENT JOURNEY Consideration of Support throughout DIFFERENT JOURNEYS BOTH TO AND ON THE WEBSITE TOOLS AND CONTENT TAILORED TO SUPPORT THE PATIENT
  42. 42. RESULTS WEBSITE BOUNCE RATE has reduced from 72% to 8% #GoodPharma
  43. 43. RESULTS WEBSITE TRAFFIC has increased from 3,000 visitors per month to 5,500 visitors per month #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 #GoodPharma Shaping Futures, Enabling lives Commercial drivers Facilitate informed conversations with the Psychiatrist ©HAVAS
  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. Tylenol – 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% #GoodPharma
  54. 54. Recalled Tylenol Removed advertising Public Statement Mass media Innovated highly tamper-proof packaging Restored confidence in medical community Public Statement Discounts via mass media etc #GoodPharma
  55. 55. #GoodPharma
  56. 56. #GoodPharma
  57. 57. #GoodPharma
  58. 58. Moral benefits Tackling real health issues – quickly! Investing in passionate game-changers #GoodPharma Pioneering life-changing business opportunities Business benefits New revenue stream Build brand equity Differentiate their business ©HAVAS
  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 #GoodPharma Good Pharma Better for patients, better for business Commercial drivers ©HAVAS
  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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