GoodPharma
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The document discusses the concept of "GoodPharma" and how pharmaceutical companies can achieve both moral and commercial benefits by embracing ethical practices. It provides examples of companies that have driven positive change in health issues, generated new revenue through innovative solutions, and built strong brands. While companies face pressures to focus only on profits, embracing issues like access to healthcare, transparency, and environmental sustainability can differentiate a brand, earn positive media attention, and improve both financial and social outcomes. Ethical practices are a "no-brainer" for achieving business growth and should be a priority for pharmaceutical companies.
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GoodPharma
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- 22. Making Money Doing Good The Future #GoodPharma Who Cares Wins, David Jones ©HAVAS
- 23. ‘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’
- 24. #GoodPharma
- 25. Earned media Brand equity Differentiate New revenue streams #GoodPharma
- 26. #GoodPharma
- 27. 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
- 28. 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
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- 41. Moral benefits Raise awareness of new treatment options available #GoodPharma Make a promise and beat HEP C Business benefits Drive market growth ©HAVAS
- 42. PATIENT WEBSITE
- 43. 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…
- 44. 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
- 45. 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
- 46. RESULTS WEBSITE BOUNCE RATE has reduced from 72% to 8% #GoodPharma
- 47. RESULTS WEBSITE TRAFFIC has increased from 3,000 visitors per month to 5,500 visitors per month #GoodPharma
- 48. RESULTS 27% of visitors to the website complete a campaign goal #GoodPharma
- 49. #GoodPharma
- 50. 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
- 51. Raise awareness of the benefits of continuous medication #GoodPharma
- 52. Help patients to understand and communicate their goals #GoodPharma
- 53. Empower patients to initiate conversation about their treatment #GoodPharma
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- 56. People don’t expect perfection, they demand honesty Talk or be talked about Show integrity, leadership and accountability #GoodPharma
- 57. 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
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- 62. 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
- 63. #GoodPharma
- 64. #GoodPharma Graph: Who Cares Wins, David Jones
- 65. Driven by social media Greater opportunity to communicate with stakeholders Companies that embrace it will succeed #GoodPharma
- 66. Stakeholders are seeking sources they can trust Stakeholders are seeking more holistic help We need to think differently – starting & ending with the patient #GoodPharma
- 67. Moral drivers #GoodPharma Good Pharma Better for patients, better for business Commercial drivers ©HAVAS
- 68. @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
Notes de l'éditeur
- Shout about Good Pharma– importantWho cares wins - Future healthcare commsDriving profits & driving patient carePlease shareholders and HCP stakeholdersSuccessful without self-servingBut I think it is important to shout about good pharma and the role we ALL play in improving patient outcomes Discuss the intersection between driving profits & driving patient careQuestion if improving market share, can be aligned to improving patient lives?Address the notion that to be successful we need to be self-serving. Present our thoughts on the future of healthcare communications - “Who cares wins”And how a complete alignment on the patient outcomes benefits both our shareholders & stakeholders, from patients to their families and HCPs
- Proud of great work / what we do / patent benefitsCEO @ HAVAS LYNX – started 15 years ago / healthcare for 10yrsOncology, Mental Health, Infectious disease – big impactFrustrated miss-judgedAs Tim says I am now CEO at HAVAS LYNX having started 15 years ago answering the phone. I still make a good brewI have worked in healthcare marketing, and particularly digital for the last decadeI am proud of the great work we do in pharma.I believe in what we all do.I believe in the patient benefit we bringI’ve worked in numerous areas, including psoriasis, schizophrenia,hep c and our work has had an absolute impact on the patient populationWe don’t market trainers, or cars…. We help sick peopleIt makes me very angry and frustrated that our industry is often unfairly misjudged
- Differentiate your businessmarriage of ethical & commercial drivers, Customers concerned with ethicsPoint of SaleIncreasing ROI AND improving patient outcomesToday I am going to talk about how the marriage of ethical and commercial drivers can be the point of differentiation for your business. I’ll show that with consumer’s increasingly aware and concerned with the ethics of businesses, With businesses increasingly under scrutiny over their code of conduct, That by operating as an outwardly ethical brand you can position yourself ahead of your competitors, Increasing returns and improving patient outcomes in the process.
- Not focus badpharmaTo be betterMust understand challengesOpportunities this representsTo consider how we can be better, It is important to understand where we are being challenged
- Accused of profit / peopleSectors criticised neglect customers to pursue profitPioneering developments require funding, requires profitProfitable business / money to invest / new TRx / Benefit patients & shareholdersThe sector is accused of choosing profit over people, motivated by making more money ahead of patient well-beingAs a sector we are not unique in this criticism, with detractors often citing customer neglect in the pursuit of profitIf that were true, it would be a very short-term strategyStrong businesses are built on long-term strategiesKnowing that pioneering developments require funding, which in-turn requires profitA profitable business is a business with money to invest in pioneering new new treatments, a business that invests in the future of its stakeholders (patients)
- Image over honestyAccused concernedpresenting smiley patientsThan creating smiley patientsBy creating happy patients, we build advocatesWe are accused of being more concerned with presenting happy smiley patients, than helping to create happy smiley patientsWe all know that image & brand help build awarenessThat communications facilitate the exchange & engagement of crucial information. I do think it is important to better demonstrate the good work we do. With credibility we can be even better.
- Authority over transparencyAccused of dictating agendaNot willing to engage in open dialogueWant to be partner / know we must be transparentAuthority = confidence = take-up of pioneering developmentsPeople say that pharma isn’t willing to engage in open discourse with stakeholders and healthcare professionals. That pharma isn’t interested in partnerhsip or collaboration but that it only wants to dictate the agendaAgain, there is an absolute appetite to be transparent, authentic and therefore a partnerBut also, clinical credibility builds confidence and the adoption of pioneering treatments.
- Overcome miss-conceptionsDemonstrate choose people, honesty, transparencySo how do we address and overcome these perceptionsHow do we show that we choose, people, honesty and transparency
- Better for patientsBetter for businessWho care winsFuture healthcare communicationsWe focus on the patient, and in focusing on the patient, we drive our business.
- Barrier between customers and informationONLY had information givenCompany manufacturing treatment also manufacture their imageWhy?It was much harder than it is today for consumers to source information. Without the internet and without social media, the company that manufactured the information could also manufacture an imageConsumers were entirely reliant on the information they were GIVEN.
- Company KingCompany define their imageFocus what you said / not what you didThe company was king. Big, powerful companies vs isolated, powerless individuals The companies could define themselves as they liked. They dictated public perception and understanding of a company. They could shout louder, and own the argument. The focus was on presentation, not behaviour
- Companies no longer dictate At mercy of consumersCompanies can longer dictate to the individual, being the bully, shouting the loudestThe companies are now at the mercy of the consumer
- Stakeholders wealth of info at finger tipsCan choose sources trustWe need to earn the trustAnd no longer isolated, but part of empowered communityConsumers now have a wealth of information at our finger tipsThey can choose the source they trust – And we need to earn that trustThey are no longer an isolated voice, but part of a empowered community.
- Campaign at EADV….We no longer pick channels, our customers doWe did a campaign last week at EADV, to engage with our audience we had engage through Facebook, twitter, pinternest, and Thunderclap.We can no longer pick & choose our channels, that is now our customers decisionThe explosion in readily available informationAnd the social media revolution Has transformed consumers into prosumers
- Increase info & social21st century consumer is empowered and independent – a ProsumerChooses information source Reaching robust conclusionsSharing them broadly
- No longer build brands on imageMust build brands on behaviourHave to be our values
- Not enough to manage imageMust manage every aspect of brand
- BP Deep Horizon / Leroy Stick / 200,000 followers
- Can’t just buy a brandCan be dwarfed by communityNot yesterday, but the momentTo get respect – must think differentlyYou can no longer simply buy your image & create a brand through investment aloneHowever big we are vs the individual, we can be dwarfed by the communityWhat we did yesterday counts for nothing, it is what you are doing in the momentTo gain consumer respect - we have to think differently
- Focus on patients, we will be profitableIf we are honest, we will have a successful brandIf we are transparent, we will be respectedIf we focus on patients, delivering real benefits, we will be commercially successfulOurbehaviour and honesty, will create the most effective brand imageWith transparency & open engagement, comes authority and respect
- This is a challenge, but it is also an opportunity. By being good, we can make moneyGood business is the future
- We can’t just do good, we have shareholdersWe can’t just focus on commercial success, it is no longer acceptable to customersGood business, or the future, is about doing good & making money
- Paul Polman, CEO UnileverKnows that an ethical approachDelivers genuine ROI
- 74% of consumers…It is a big deal – it does count
- Good business…Builds empathy with customers + Brand equityDrives +ve earned mediaDiff vs competitorsOpens new revenue streamsSummary of benefits of combining ethical and commercial driver:And far from limiting business, you’ll find that acting in this way will actually grow it. The examples I’m about to talk through demonstrate that ethical practice can quickly stand you apart from your competition and in doing so enhance your brand equity as a company/organisation that looks after patients and holds their best interests at heart. Such companies gain the advantage of a lot of earned media, via social media or more traditional online streams; particularly within pharma, stories of companies showing exemplary patient care receive a lot attention (e.g. Tylenol). In addition, often business that have taken the opportunity to look at their business practice from a new point of view have found they’ve moved away from the limitations of their current models and in doing so adopted new and emerging revenue streams that are much more sustainable and profitable.IF you really need examples (though I wouldn’t use them, as it’ll get repetitious) see notes below:. Marks & Spencer's Plan A has revolutionised the moral practices of their business whilst bringing in returns of £70 million (see case study for more). The Blue Cross BlueShield Association has seen what started as a sideline project, become highly successful in its own right.They fund Healthbox, an incubator for innovative healthcare entrepreneurs who want to develop their solutions and connect with investors from the wider industry. Healthbox’s accelerator programme is driven by an overriding moral objective to stimulate positive change. However, for BCSC it's also improved their brand equity, differentiated them from their competition and provided a wealth of earned media. http://healthbox.com/about
- As Paul Polman says, it is good for business
- M&S launched ‘Plan A’ in 2007Moral drivers; climate change, waste, energyCommercial drivers; build a brand on behaviour (int & ext)The campaign was 100 commitments
- The resultsenergy efficiency improvement of 23% / 94% of all waste is now recycled / major progress in terms of sutainable sourcingAnticipated cost £200 million, however added 50 million in profit in 2010, and 70 million in 2011Helping to create a sustainable future & drive significant ROI
- Customers have choice nowBelieve not just buyParticularly in healthcare
- 74% of consumers business = governmentConsumers expect moreHCPs expect moreCombining our product, with doing moreBy doing moreCreating advocacy and commercial successCivil liberty or commercial liberty
- 2006 Toms launchedGreat productGood business idea –‘one-for-one’, for every pair of shoes sold, Toms will donate a pair to a poor childSold over 10 million pairs of shoes
- At the heart of Who cares wins is communicationWe need to inform & engageOur role as communicators, is key
- We can harness a global community Support our stakeholders and Support our brands
- Create the platforms & engagementTo curate experienceAnd drive improvements
- As I will show you laterWe can use comms & digital to treat patientsGenuine beyond the pill support
- Good business is better businessStakeholders care about our ethicsThey want to trust usCommunication is key to this future
- So how can we leverage the opportunityUltimately, how can we build a brand that works
- Can’t focus just patient We need profit to fund advancementsCan’t just focus on just driving salesIt is not longer accepted by our customersWe should be smart & savvy enough to develop communication campaigns that are mutually beneficial
- As an agency our customer is not the brand manager, we are their partnerAs a pharma company your customer is not the HCP, we are their partnerLet’s focus on the patient and making a difference
- Many stakeholdersDiff questions & we have diff storiesCommon interest - patientOur brand same interestTo align with ALL stakeholders and have a brand that counts Start & end with the patientThese are a few stakeholders, I am sure that there are moreThey have different questions and we have different storiesBut at their heart is an interest in the patientAt the heart of our brand is the same interestTo align with all stakeholders and have a brand that counts – start & end with the patientMore stakeholders than ever. But they’re all driving towards one thing; to improve patients’ lives. Address that patient’s needs (what are their needs/concerns) and your work will appeal to all. As said before, when looked at in this way can see more clearly why your job is a lot less marketing/selling in function
- At the heart of the campaignAn international website
- Chances of a cure had doubled, with the new treatment optionsAlready had an online presenceIt wasn’t designed around the patientHowever it received 3000 visitors a monthUpsettingly the bounce rate was 72%BTW we didn’t build this site
- ObjectivesEducate patients on the new treatments and their impactEmpower that to act nowSupport them through the processHow would we judge successVisitors taking an action aligned to the strategyReduce bounce rateIncrease visitors
- Understood the patient types, their concerns, their motivationsConsider their journeys online & offline, and how and where we could helpDeveloped content & tools to help and support the patient
- Through improved SEMReferrals and recommendations
- Unique, very few websites are successful it making us take an action
- Go beyond the pillAnd not just a patient support packUsing innovation to provide a more holistic standard of care
- Working in SchizophreniaBiggest challenge is adherence – patients stop taking their meds and can quickly spiral into declineThis campaign sought to raise awareness of the importance of taking your pillsMake sure patients had informed conversations with HCPsHelp shape futuresAnd enable lives
- Put patients at the heartGone beyond the PillThird, we need to respond quickly & honestly
- No one is perfect, everyone can be honestIssues will arise, and they will be talked aboutIgnoring them, won’t make them go awayTake responsibility, act swiftly, build credibilityThe issue of transparency is, of course, a contentious and far-reaching one in pharmaceuticals. However, we must do everything we can to communicate with patients in an honest, personable manner. Patients are not interested in fruitless communications delivered in corporate jargon. They are tired of having their interactions limited by pharma companies still cautious about social media.Ignoring difficult issues will not make them disappear; it’s talk or be talked about. Frustrated and frightened patients will take complaints elsewhere, leaving them open to poor advice from unregulated and ill-informed sources. To avoid this, we need to show integrity, leadership and accountability, as Johnson & Johnsonproved during theTylenol scare I’ll talk about in a moment.
- 1982, Johnson & Johnson embodied Who cares winsActing swiftly, decisively & honestlyIn the face of adversity…How did they do this?
- Recalled within 24hrs…In just a few monthsImproved the productRespond quickly + effectively = build trust & a relationshipIn twelve months came back from 7% to 30% market shareWe should actively engage patients, responding quickly and effectively. Only then can we hope to foster a relationship of trust with patients; a relationship that will see them returning to regulated sources for advice, rather than to a lottery of online forums.
- Let’s facilitate the sharing and usage of data
- March 2011, earthquake & tsunami rocked NE JapanWithin 20hrs Honda had mapped the status of all roads On google maps, using the data collected from Honda carsAs they moved around the countryAllowing vital supplies could get to where needed most
- Blue Cross Blue Shield launched Healthbox as a new business initiativeHealthbox is an incubator for innovative healthcare entrepreneursDeveloped to create a new business streamWhilst looking to improve patient outcomesIt is also drive core business
- To closeWhere are we going next
- 10 years ago, the world grasped digital and pharma watched onToday we need to grasp the concept of social goodBy doing the right thing for patients, we can do the right thing for businessLooking forward, the weight of investment in corporate responsibility by big businesses is a fair marker that the value of moral drivers as a currency of success will continue to increase. Studies have shown that ethically minded businesses perform better on the stock market and major brands such as Puma are developing key performance indicators that put a financial value on ethical and environmental outputs
- Access to information is only going to increaseThe power of communities is only going to increaseThe appetite for sharing is only going to increaseWe have to change fasterThe power of communication looks set to rise exponentially, with Facebook chief Mark Zuckerberg predicting that our rate of sharing will double year-on-year. This is not just a good measure of our use of social media, but a testament to how engrained it is in our behaviour and how it affects our attitudes even beyond platforms. Given the impact social media has had on our lives so far, it's fair to say that we can expect patients to become more vocal and empowered, and that opportunities to interact and engage with them will multiply.
- Grand finale: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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