For patients, carers and professionals, wherever they are in the world, digital technology is inherent in their everyday lives. Digital is, so to speak, a global language. The success of Facebook, Google & Apple, have succeeded where armies, politics and religion have failed, in uniting disparate populations. Individual expectations have been aligned across the globe, and whilst context may change, the user experience need not. The pharma approach to global communications is based on traditional ideas and borders, can a fresh approach aligned to the new world of communications represent a critical competitive advantage?

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4. ▶ 53 years old, Tour guide
▶ Christianity and football
▶ Politically active & unhappy
▶ Family man
▶ Carer: elderly

5. ▶ Late 30’s, Oncologist
▶ Single, career driven
▶ Hates sport but keeps fit
▶ Passionate member of medical
community striving for better
integrated patient pathway
▶ Not political or religious

6. ▶ Mid 20’s, Fashion blogger
▶ Muslim, Bangladeshi family
▶ Psoriasis patient: condition has
made her feel shy and isolated
▶ Ignored by doctor, feels hopeless
about her condition

7. Three figures plotted on a map, with a call out indicating their priority
• § Layos, frustrated by Government
• § Yukie, determined to change the status quo
• § Aisha, isolated from society

9. ▶ Business: Email, FB Message,
WhatsApp, Instagram
▶ Political activism: Twitter
▶ Finances: uses Zuum to send
money to brothers
▶ Health conditions: Wikipedia,
product sites, forums
▶ Calls and texts doctor

10. ▶ Uses desktop and phablet
▶ Accesses online healthcare
resources daily; product info,
message boards & communities
▶ Uses mix of Line and Mixi to chat
▶ Banks on phone (HSBC)

11. ▶ Uses desktop, tablet and mobile
▶ Prolific online shopper, banks online
▶ Loves Pinterest, Twitter & Instagram
▶ Uses WhatsApp & FB to chat
▶ Visits forums for info about
conditon and new treatments

33. Founded 1975
400+ Camper stores
1000+ employees
$180m+ turnover
Founded 2006
<10 Tom’s owned
300 employees
$250m turnover

35. Gamejam: Rapid prototyping
• 55 developers (Facebook, Google, Amazon)
+ scientists & academics
• 48 hour ‘hackathon’
• 12 prototypes created in two days
• Refined further over the course of a year
• Released and then refined through updates