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

1. #GoodPharma @DavidHuntLX

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15. Well informed
Well connected
Empowered
#GoodPharma

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18. Nearly
200,000
followers

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22. Doing
Good
Making
Money
The Future
©HAVAS
Who Cares Wins, David Jones
#GoodPharma

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. DifferentiateBrand equity
New revenue
streams
Earned media
#GoodPharma

26. #GoodPharma

27. 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

28. 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

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38. Moral
drivers
Commercial
drivers
Good
Pharma
©HAVAS
#GoodPharma

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41. Moral
benefits
Raise awareness
of new treatment
options available
Business
benefits
Drive market
growth
Make a
promise and
beat HEP C
©HAVAS
#GoodPharma

42. PATIENT WEBSITE

43. 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

44. 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

45. 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

46. WEBSITE
BOUNCE
RATE
has reduced
from 72% to 8%
RESULTS
#GoodPharma

47. WEBSITE
TRAFFIC
has increased from 3,000 visitors per month
to 5,500 visitors per month
RESULTS
#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
Commercial
drivers
Facilitate informed
conversations with
the Psychiatrist
Shaping
Futures,
Enabling
lives
©HAVAS
#GoodPharma

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. – 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

58. 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

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62. 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

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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
Commercial
drivers
Good
Pharma
©HAVAS
Better for patients, better for business
#GoodPharma

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