goodpharma
DESCRIPTION
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.pdfTRANSCRIPT
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#GoodPharma @DavidHuntLX
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#GoodPharma
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#GoodPharma
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#GoodPharma
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#GoodPharma
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#GoodPharma
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#GoodPharma
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#GoodPharma
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#GoodPharma
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Well informed
Well connected
Empowered
#GoodPharma
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#GoodPharma
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#GoodPharma
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Nearly 200,000
followers
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#GoodPharma
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#GoodPharma
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#GoodPharma
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Doing Good
MakingMoney
The Future
©HAVAS
Who Cares Wins, David Jones#GoodPharma
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‘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’
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#GoodPharma
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Differentiate
Brand equity
New revenue streams
Earned media
#GoodPharma
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#GoodPharma
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Moraldrivers
Tackle issues:
Climate change
Waste
Raw materials
Fairness
Health
Commercialdrivers
Position companypositively
Build strong brandon the back ofthese activities
100commitments
#GoodPharma©HAVAS
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Moralsuccess
+23% Increase in energyefficiency
94% wasterecycled
Sustainablesourcing
Commercialsuccess
2010:+£50 million
2011:+£70 million
Significantenvironmental improvement
+Substantial
ROI
#GoodPharma©HAVAS
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#GoodPharma
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#GoodPharma
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#GoodPharma
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Moraldrivers
CommercialdriversGood
Pharma
©HAVAS#GoodPharma
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#GoodPharma
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Moralbenefits
Raise awarenessof new treatment options available
Businessbenefits
Drive marketgrowth
Make apromise and beat HEP C
©HAVAS#GoodPharma
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PATIENT WEBSITE
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40-80%Cure rates for hep C
have increased dramatically
Stop Hep C was originally
launched in
2007
3,000Visitors to the site a month…
72%…a massive bounce rate
DRIVE DISEASE
AWARENESS Primary objective ahead of INCIVO
launch in 2011
CONTEXT
#GoodPharma
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OBJECTIVES
EMPOWERpatients to take action
SUPPORTpatients to
instigate a new treatment regime
EDUCATEpatients on the
emergence of new treatment options
KPIs
Drive visitor actions
Reduce bounce rate
Increase site visitors
#GoodPharma
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UNDERSTANDING THE CUSTOMER
Identification ofDIFFERENT
PATIENT TYPES
Recognition of theDIFFERENT
STAGES OF THE PATIENT
JOURNEY
Consideration ofDIFFERENT JOURNEYS
BOTH TO AND ON THE
WEBSITE
Support throughoutTOOLS AND CONTENT
TAILORED TO SUPPORT THE
PATIENT
#GoodPharma
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WEBSITE BOUNCE
RATE
has reduced from 72% to 8%
RESULTS
#GoodPharma
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WEBSITE TRAFFIC
has increased from 3,000 visitors per month to 5,500 visitors per month
RESULTS
#GoodPharma
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RESULTS
27%
of visitors to the website complete a campaign goal
#GoodPharma
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#GoodPharma
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Moraldrivers
Raise awareness of the importance
of taking your meds
Commercialdrivers
Facilitate informed conversations with
the Psychiatrist
ShapingFutures,Enabling
lives
©HAVAS#GoodPharma
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Raise awareness of the benefits of continuous medication
#GoodPharma
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Help patients to understand and communicate their goals
#GoodPharma
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Empower patients to initiate conversation about their treatment
#GoodPharma
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#GoodPharma
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#GoodPharma
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People don’t expect perfection, they demand honesty
Talk or be talked aboutShow integrity, leadership and accountability
#GoodPharma
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– 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
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Recalled
Tylenol
Mass media
Removed advertisin
g
Public Statement
Innovated highly
tamper-proof
packaging
Discounts via mass media etc
Restored confidenc
e in medical
community
Public Statement
#GoodPharma
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#GoodPharma
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#GoodPharma
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#GoodPharma
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Moralbenefits
Tackling realhealth issues –
quickly!
Investing inpassionate
game-changers
Businessbenefits
New revenuestream
Build brandequity
Differentiatetheir business
Pioneeringlife-changing
business opportunities
©HAVAS#GoodPharma
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#GoodPharma
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#GoodPharmaGraph: Who Cares Wins, David Jones
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Driven by social mediaGreater opportunity to communicate with stakeholders
Companies that embrace it will succeed #GoodPharma
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Stakeholders are seeking sources they can trust
Stakeholders are seeking more holistic help
We need to think differently – starting & ending with the patient
#GoodPharma
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Moraldrivers
CommercialdriversGood
Pharma
©HAVAS
Better for patients, better for business#GoodPharma
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@DavidHuntLX or [email protected]
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 CreateBetter Health Care, Eric J. Topol
The Innovator's Prescription: A Disruptive Solution for Health Care, Clayton M.Christensen
#GoodPharma