Goodpharma – Page 2

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May 20, 2014

The death of traditional consumerism: what does it mean for pharma?

HAVAS Worldwide’s latest paper, The New Consumer & The Sharing Economy, outlines a growing sentiment against over consumption. Seven in ten of us believe it to be putting our society and the planet at risk, and the majority feel that current models of consumerism are not sustainable. More than this, we feel weighed down by the sheer amount of ‘stuff’ we own.

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Put simply, we’re tired of consumerism and bored of adverts that try to manipulate us by pushing products at us like they’re the answer to life’s problems. We want to be in control, we want to be able to make informed decisions about how we spend our time and money and we don’t want others telling us what to do.

This goes for healthcare as much as consumer markets. Patients no longer expect to merely be prescribed a pill that they unwittingly swallow down once a day and hope for the best. Facilitated by an abundance of information technologies, they are knowledgeable about treatments and want to be actively involved in managing their own health care.

The wealth of monitoring apps across treatment areas (AsthmaCheck, MoodPanda and Diabetes In Check are but a few) is a fair indicator of a general desire for information and authority regarding personal treatment regimens. For financially hamstrung public health providers such as the NHS, this is a welcome trend. Empowering patients with greater control of their treatment reduces the burden of care placed on public providers, and has the potential to garner much better results by actively engaging patients.

So where does pharma fit into all this? The patent model and subsequent relationship with healthcare providers has always followed traditional models of consumerism; ‘we are a drug company and we’ve produced this drug which you can buy from us’. So how can we who work in pharma support and facilitate patients’ desires for greater inclusion and authority in their care and still turn a profit?

Firstly, we need to reshape our relationship with the people we serve. Pharmaceutical companies can no longer act as vendors and must become partners to professionals and patients alike. In doing so, we need to provide solutions, not pills, and increasingly this will mean delivering holistic services and systems of care. ‘Beyond the pill’ solutions are an arena in which there is massive potential for pharmaceutical companies to add real value. At HAVAS LYNX we’ve worked on a series of patient care programmes that have been shown to half the number of days patients spend in hospital.

When pharma partners its expertise with other parties, it opens up a world of new revenue streams. Start-up accelerator organisations such as Healthbox are stimulating the sort of innovation and collaboration that pharma should be looking to more and more. Even amidst the context of Pfizer’s efforts to secure the acquisition of AstraZeneca, pharma companies need to look beyond traditional development pipelines when seeking to expand their offering.

We need to innovate past the sector mainstream and recognise outsider trends, much in the same way that Facebook is making moves to expand beyond social by purchasing of ProtoGeo. There are so many exciting and disruptive technologies being developed that have the potential to transform the lives of patients. Far more than offering supplementary revenue, these areas that currently lie on the fringes of the market are likely to be the mainstay of pharmaceuticals in the future.

April 13, 2014

Technology is the means to an effect, it is the idea that counts.

Healthcare Digital Communications, by David Hunt

HAVAS LYNX celebrates 28 years of business this month, and a decade in healthcare digital communications – so what’s changed in the last decade?

Closed-loop marketing (CLM) has never been far from the agenda. Promising more efficient use of resource & more rewarding customer interactions. The ambition has barely changed, but unfortunately neither has the reality. There are some notable exceptions & I am very pleased with our work in this area, but it could & should be so much more. And it will be. The release of the iPad acted as a catalyst for an important shift in ownership from IT to Business. As a result, we are now driven by function & value, not constrained by fear & naivety. In 2014 merely embracing new hardware is not enough. In a world whereby the paper sales aid has become unique, and digital tools are omnipresent, points of differentiation must be earnt through innovation and ideas.

It would be hard to categorise the broader Pharma marketing community as innovators or early adopters. But as Facebook has celebrated its 10th birthday, I think we should recognise the progress made in social media. It has always been a hot topic of debate, but now we are starting to see more frequent, more tangible outputs. In addition there has been a noticeable increase in the social media briefs that we receive. The usual tone of caution has been replaced by one of courage, underpinned by a belief in ethics over our previous fascination with rules.

I believe in Pharma sponsored healthcare professional product websites, but I am definitely in the minority. The last decade had seen limited change, limited innovation and unsurprisingly limited success. However, poor execution & a lack of imagination should not render the tool redundant. If I’m looking for a car, I check the manufacturers website before validating the information in social media, the same is true for hotels, new trainers & my next laptop. I don’t discount the company’s website just because they are marketing to me, in the same way doctors don’t discount reps. It is true, the product website is not a silver bullet, but with renewed passion & a dramatic improvement in user experience, it can play an important role in integrated campaigns.

In 2004 I wasn’t addicted to my mobile. I didn’t use it for news, I didn’t ask it’s opinion on the new local restaurant & I didn’t use it to broadcast my opinions. The biggest change in the last decade is EVERYONES digital behaviour. It is absurd to think that healthcare professionals use digital for finance but not research, that they use digital to follow news but not medicine, that they connect offline but not online. Today, more than ever, we are not limited by our customer, but by our imagination.

March 7, 2014

Mind and matter

Stuart Wilson founded Creative Lynx in 1986. In 2012, when the company became HAVAS LYNX, Stuart took the position of non-executive chairman. Below he writes about the values and beliefs upon which the company was built and I am proud to say still remain true today.

It’s so easy to criticise big pharma. The Constant Gardener didn’t help and acts of altruism can wrongly be perceived as market development, but compared to bankers, politicians or energy companies I believe they have been a much greater force for good in society over the last 20 years. We quickly forget that drug and device developments have improved and extended the lives of millions.

In 1996 we launched Aricept for Eisai/Pfizer as the world’s first treatment for Alzheimer’s disease. At that time ‘Old People’ were, at best, given little more than tea and sympathy; at worst totally ignored. Our clients had a mountain to climb to promote an understanding of the appalling challenges Alzheimer’s sufferers and their families faced. Geriatricians knew what a game changer this drug was – but to change the perceptions of government, the payers and the media our clients invested not only millions of dollars but massive amounts of time, energy and commitment. I was proud to see how a client can look beyond stigma and ageism to fight for better social care… not just to sell their product but to genuinely try to improve lives. Nearly 20 years on and Alzheimer’s is now recognised as a difficult and life changing disease the world over. There are many other products in many therapy areas that have done the same.

So, back in 1986 when we started out on this long, creative road I believed the LYNX ethos shouldn’t be based on vacuous and transient consumerism. Instead we should use our talents for the greater good…in some small way. Of course, consumer work is more glamorous, especially when you are asked what you are working on by your mates in the pub…Carling, probably the best advertising job in the world… or is it? McDonalds? Nike?

Now, I know we’re part of a multinational advertising empire and that’s all well and good. At HAVAS LYNX we fiercely believe that we can help change things for the better and thankfully that’s how our clients think. And, nearly 30 years later, when everyone talks about ‘ethics’ or ‘business morals’ we can honestly say that’s where we came from, where we are, and where we will stay.

And, after 30 years, I can happily say that I am proud of our stance. It’s still difficult to explain what we are working on at a dinner party and sometimes it’s not that glamorous, but to my mind the main thing is it matters.

The above post was written by Stuart Wilson, Non-Executive Chairman of HAVAS LYNX

December 28, 2013

High5ives to the team at HAVAS LYNX

Good business, by David Hunt

25,302 pounds in just one year, 500 pounds per week for 52 weeks, or 150 pounds per person – however you decide to analyse the efforts and achievements of the HAVAS LYNX #High5ives team this year, it is a tremendous effort. But CSR doesn’t just include charitable donations & raising money, they went much, much further.

It was just over twelve months ago when Tim Woodcock, General Manager LYNX London, developed a penchant for 30 mile runs. Further investigation uncovered his proposed participation in Marathon des Sables: The Toughest Footrace on Earth. It was a phenomenal effort; equally phenomenal was the support that Tim would receive from the agency. The endeavour also saw Nick Greenwood create the #High5ives brand, which became a catalyst for our CSR movement. In the age of damage, it perfectly illustrates the impact of a genuine brand, with values, behaviour, and personality entirely aligned.

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50 pints of blood were donated by members of HAVAS LYNX. Each donation had the ability to save 3 lives. The initiative was led by Julie Southam, who delivered an exceptional service to her clients, whilst simultaneously organising critical help for 141 strangers. As an agency, we believe that who cares wins and in helpful change. Our campaigns are centred on patient wellbeing, so too are many of our personal activities.

Leanne Ledger leads our activities in higher education; she also helped to educate the wider community on the 1.4 billion people that live in extreme poverty. Living on just £1 per day for a week, Leanne raised money & awareness through https://www.livebelowtheline.com. Our social reach is 142,750 in 2013.

James Young ran a marathon dressed as “Where’s Wally”, featured in the MEN, made sandwiches for the office every Thursday, and raised £1,000 for AMREF. The team ran another 300km as part of the BUPA Great Manchester Run, with all proceeds going to Motor Neurone Disease Association. In October Lukeki participated at The One Young World Summit 2013, having won one our internal competition. Following the inspirational event, Lukeki will be launching her initiative to tackle self-esteem issues and the wider problems low self-esteem can bring.

Continuing the #High5ives theme into 2014, HAVAS LYNX Medical will be launching one of the industry’s first events focussed entirely on ETHICS, and asking, “Ethics and the Pharmaceutical Industry: Is compliance enough?” The one-day interactive symposium will explore some of the ethical issues that confront the industry, with all proceeds going to NeuroMuscular Centre. Chaired by Mr Michael Buerk, with confirmed speakers including Dr Des Spence Glasgow GP & BMJ columnist, Mr Gyles Brandreth Raconteur & former Conservative MP and Dr Karl Wilding Director of Public Policy, National Council for Voluntary Organisations.

In keeping with the #High5ives theme and as we concluded 2013, the team decided on local charities over Christmas cards. Throughout December and into January, they are collecting donations for Barnabus, Wood Street Mission and Whitechapel Mission. Great charities that are in even greater demand over the holiday season. It’s a fitting end to a great first year for High5ives. Led by Claire Knapp & Tom Wordley, and supported by Claire Elliot, I have little doubt that this is just the beginning.

As CEO, their energy & achievements fill me with immense pride, equally their passion & expertise fill me with great confidence for the future.

September 30, 2013

Shareholders or Stakeholders, Who is Driving Healthcare

Good Pharma, By David Hunt

Large to small pharmaceutical corporations are powered by profit. So are we. Without revenue HAVAS LYNX can’t pay salaries and overheads and we would cease to function. However, we also care deeply about our creativity, ideas and innovation. We like to get paid BUT we are passionate about making a difference. The pharmaceutical companies that I have worked for are the same – whilst they are fuelled by profit, they are driven by patients.

Why does pharma have such a bad reputation? Why does Ben Goldacre find such traction in social media? Because it counts. Because we are an ageing population terrified by the concept of ageing. Because we are more aware of our lifestyle choices, more informed about serious illness and more concerned about what it means to us. As a wider society, we are totally committed to the advancement of medicine and this demands expertise, integrity and investment.

I have been fortunate enough to meet and work with David Jones, CEO of HAVAS, both an inspirational leader and global advocate for a sustainable future. David is the author of the excellent, Who cares wins. It outlines the future for business, one I passionately believe in, whereby companies will succeed by doing good. David argues that with social media as the catalyst, companies will enjoy long-term success by finding a balance between making money and making a positive difference. Brand value will be built by actions and not image.

Who cares wins was penned for business, it is PERFECT for healthcare.

I have worked on some great healthcare campaigns, working with some fantastic companies. The theme that runs through the most successful is a crusade to make a difference, to understand the patient situation and drive for a better outcome – big or small. I passionately believe in a patient centred approach. If we can balance both morale and commercial drivers, we can take real pride in a meaningful contribution.

Through the advancement in medicine, patients with Hepatitis C now have a much more positive outlook; it is still a tough situation, but better. However to benefit patients have to be engaged and supported, as an agency we have helped to raise awareness of the new options available through social media. Empowering patients to take action and providing them with the tools and education necessary on their arduous journey.

In the later stages of cancer every day counts. HCPs, carers and family are under pressure. Sometimes the seemingly trivial can count against the patient and their survival. Partnering with our client, we developed an application to help HCPs reduce the critical number of days required to test and diagnose patients. Getting the right patients, on the right treatment, in the right time.

Schizophrenia is a lonely and isolating condition. Despite the best of efforts of everyone involved patients can unfortunately slip into a spiral of decline. We have used digital to educate patients and their families on more effective management of the condition. Over 100 patients have been enrolled in the programme, halving the number of hospital days.

I believe that by focusing on patients and engaging with all stakeholders, we deliver better health outcomes that simultaneously help to generate the revenue required to advance medicine. Good Pharma.

Further information:
https://www.stop-hepatitis-c.info/
http://www.schizophrenia24x7.com/