Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Goodpharma

497 views

Published on

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

  • Be the first to comment

  • Be the first to like this

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. 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
  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 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

×