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.