Goodpharma

transcript

#GoodPharma @DavidHuntLX

#GoodPharma

Well informed

Well connected

Empowered

#GoodPharma

Nearly 200,000

followers

#GoodPharma

Doing Good

MakingMoney

The Future

©HAVAS

Who Cares Wins, David Jones#GoodPharma

‘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’

#GoodPharma

Differentiate

Brand equity

New revenue streams

Earned media

#GoodPharma

Moraldrivers

Tackle issues:

Climate change

Raw materials

Fairness

Health

Commercialdrivers

Position companypositively

Build strong brandon the back ofthese activities

100commitments

#GoodPharma©HAVAS

Moralsuccess

+23% Increase in energyefficiency

94% wasterecycled

Sustainablesourcing

Commercialsuccess

2010:+£50 million

2011:+£70 million

Significantenvironmental improvement

+Substantial

#GoodPharma©HAVAS

#GoodPharma

Moraldrivers

CommercialdriversGood

Pharma

©HAVAS#GoodPharma

#GoodPharma

Moralbenefits

Raise awarenessof new treatment options available

Businessbenefits

Drive marketgrowth

Make apromise and beat HEP C

©HAVAS#GoodPharma

PATIENT WEBSITE

40-80%Cure rates for hep C

have increased dramatically

Stop Hep C was originally

launched in

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

OBJECTIVES

EMPOWERpatients to take action

SUPPORTpatients to

instigate a new treatment regime

EDUCATEpatients on the

emergence of new treatment options

Drive visitor actions

Reduce bounce rate

Increase site visitors

#GoodPharma

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

WEBSITE BOUNCE

has reduced from 72% to 8%

RESULTS

#GoodPharma

WEBSITE TRAFFIC

has increased from 3,000 visitors per month to 5,500 visitors per month

RESULTS

#GoodPharma

RESULTS

of visitors to the website complete a campaign goal

#GoodPharma

Moraldrivers

Raise awareness of the importance

of taking your meds

Commercialdrivers

Facilitate informed conversations with

the Psychiatrist

ShapingFutures,Enabling

©HAVAS#GoodPharma

Raise awareness of the benefits of continuous medication

#GoodPharma

Help patients to understand and communicate their goals

#GoodPharma

Empower patients to initiate conversation about their treatment

#GoodPharma

People don’t expect perfection, they demand honesty

Talk or be talked aboutShow integrity, leadership and accountability

#GoodPharma

– 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

Recalled

Tylenol

Mass media

Removed advertisin

Public Statement

Innovated highly

tamper-proof

packaging

Discounts via mass media etc

Restored confidenc

e in medical

community

Public Statement

#GoodPharma

Moralbenefits

Tackling realhealth issues –

quickly!

Investing inpassionate

game-changers

Businessbenefits

New revenuestream

Build brandequity

Differentiatetheir business

Pioneeringlife-changing

business opportunities

#GoodPharma

#GoodPharmaGraph: Who Cares Wins, David Jones

Driven by social mediaGreater opportunity to communicate with stakeholders

Companies that embrace it will succeed #GoodPharma

Stakeholders are seeking sources they can trust

Stakeholders are seeking more holistic help

We need to think differently – starting & ending with the patient

#GoodPharma

Moraldrivers

CommercialdriversGood

Pharma

©HAVAS

Better for patients, better for business#GoodPharma

@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 CreateBetter Health Care, Eric J. Topol

The Innovator's Prescription: A Disruptive Solution for Health Care, Clayton M.Christensen

#GoodPharma

Goodpharma

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