Tag Archives: Innovation

The future is bright

We believe that the future is bright, that health will improve and that progressive pharma will be successful. Led by emerging science, amplified by technology and powered by engaged patients.

The scale and impact of progress, will be at the discretion of a new breed of physician, the millennial HCP (mHCP). Digitally native, their number increases year-on-year.

Of course, they exhibit many of the traits of their predecessors; knowledge, empathy, ambition. We’re comfortable with the healthcare professional in them. But what about this other side – the millennial? What does it mean when your homework group included Google and Wikipedia? When you spent 14 months of your medical education online? And when you haven’t written by hand for more than a month?

Millennials are visual. They choose SnapChat, YouTube and Instagram. 72% of them use emojis to communicate their emotions – no language has ever grown more quickly.

Millennials are visual

Millennials are visual

Millennials embrace progress. 95% make positive associations with the word ‘change’. Their digital tools of choice are in a constant state of beta, as they look to optimise their digital being.

Millennials demand more. They believe big business should take as much responsibility as the government. And, as illustrated by the UK Government and Junior Doctor dispute, they believe in collective power.

It would be wrong to define this generation by their birth certificates, and to suggest that this population only includes those born after 1980. Instead, it is a generation that was forged in the last two decades as its members immersed themselves in a new world. Their habits and personalities have evolved with the technology around them. Put simply, they are digital.

In this world, insight, creativity and design are more important than ever. CREATIVE agencies have a critical role to play, aiding and supporting mHCPs to leverage the science and technology at their disposal.

Scientific knowledge has been, and always will be, the critical capability of physicians. The shift, is in their expertise and confidence with technology. And our opportunity is to recognise these new skills, supporting mHCPs in improving outcomes.

Capabilities

Capabilities

Much of the industry boasts an exciting pipeline of products. As we look to build these brands and partner with healthcare professionals, let’s not forget the millennial within them 😉

To find out more about the impact of the millennial generation on healthcare, sign up for the new white paper, podcast, and YouTube series from Havas Lynx at www.m-hcp.com

References
The Henry J. Kaiser Family Foundation. State Health Facts 2015. http://kaiserf.am/1VfEncN (Accessed May 2016)
Ofcom. Media Use and Attitudes Report 2015 http://bit.ly/1E3fFyO (Accessed May 2016)
Docmail. The death of handwriting. 2012 http://bit.ly/1srFRoG (Accessed May 2016)
Bangor University & Talk Talk Mobile. Linguistics Research. 2015. http://bit.ly/1HseRrW (Accessed May 2016)
Pepsi Optimism Project. 2008. http://bit.ly/1R6meY1 (Accessed May 2016)

Generation Now.

The Millennial HCP, by David Hunt

The impact of the millennial healthcare professional on our world.

Millennials are criticised as narcissistic, entitled and technology-obsessed, but our new campaign shows millennial healthcare professionals – mHCPs – in a different light. They have certainly grown up in a digital and interactive world, but have a strong social conscience, are entrepreneurial and are adept at communicating, collaborating and adapting to the world as they find it.

Through a series of in-depth interviews with medical students, academics, innovators, physicians, authors and patients from around the world, Generation Now identifies a new & inspired generation of healthcare professionals. It is a generation with different attitudes and ambitions to their predecessors, and it is a generation who will drive our industry forward and embrace innovation to offer improved outcomes for all.

In our new campaign, we outline key considerations for communicating and collaborating with this new generation, outlining how we can create effective healthcare campaigns that truly make a difference.

For more information on our YouTube & Podcast series, and our White Paper visit www.m-hcp.com

#LXAcademy
#MillennialHCP

Getting Better.

2016 Ambition, by David Hunt

Havas Lynx, formerly Creative Lynx, celebrates its 30th anniversary this May. Of all its achievements, I believe the greatest is just that – 30 years of great people, producing great ideas that have great outcomes.

Whilst the whole world has changed, and changed again, Havas Lynx has remained a valuable, expert and trusted partner to its many clients & friends. I believe in culture, I believe in values and I believe in people, and certainly Havas Lynx is blessed with the very best of these, but in addition, I believe thatsustained success requires evolution and it requires balance.

“Havas Lynx are not just preparing for the future, they are creating it” is undoubtedly my favourite endorsement in 2015, from a very generous PME Judge.

Our reputation was forged upon our prowess in digital, and whilst this remains at our heart, our success since joining Havas is based on our scientific, strategic and creative development. And whilst we have been maturing, so too has digital. Of course, we are all aware of how it has changed our lifestyle, our behaviours and our society. But behind the agency curtain, there has been an equally significant shift – digital is no longer the “Dark Arts”, it is no longer the playground of engineers. It is now about insight, ideas, innovation. And not the sort that requires code, but the exciting sort that requires imagination. The democratization of technology is another catalyst for change at Havas Lynx, and one that we are embracing as we enter 2016.

There is always a risk that you can stretch too far, ask too much of yourself & those around you, perhaps try that little bit too hard. In 2015 we were named Communiqué Communications Consultancy of the Year, but if we are honest at times we could have done a little less, a little better. You can always squeeze in one more opportunity, but should you? All agencies will be beaten, sacked & left by their loved ones, but to what extent will often be dictated by balance. Our priorities in 2016 will be our team, our standards and our existing partners. Building upon the #LXAcademy, and by combining our expertise in science, strategy, creativity & technology, this year we will deliver our best work yet.

But above all, I think we should enjoy 2016. We work in a great industry, alongside great people, that do great things. I’ve enjoyed Christmas, spending time with the family and re-charging the batteries, but I’m excited to be back doing what I do best, and not nearly enough people can say that – here’s to another good year.

The Post-millennial Healthcare Professional

The Future of Healthcare, by David Hunt

It’s estimated that around 6,000 students are beginning their final year of Medicine at UK universities. The majority will be 23 years old, born in 1992. ‘Googling’ has been mainstream since they were 10. Facebook became a thing when they were 12. Phones became smart when they were just 15. They haven’t lived through a digital revolution (they missed that). They’ve simply lived in a digital world.

I know, I know, we all know healthcare professionals. I’ve been advertising to them for 15 years, some of my colleagues have played golf with them for even longer, and our research is infinite. But what about tomorrow’s generation? Those who will choose kindle over paperbacks, being social online to offline, who learn to wire a plug on YouTube?

What about those who will think nothing about sharing their every experience? Of course, much will be a personal commentary, a social diary or an analysis of current affairs. But, it will also articulate their clinical experience and opinions; it will outline their decisions, and help shape their community’s conclusion.

It’s entirely unnecessary to document their use of digital and perhaps more controversially, I’m also unmoved by their apps of choice or their preferred platform (they’ll change). My interest is sparked by their behaviour, their attitudes, and their motivations. When the whole world has always been at your fingertips, how does this alter your perspective? When your limits are not defined by geography, the classroom, or your personal experience; what defines your ambition? When you have studied Medicine in today’s technology-enabled world, what do you do next?

Like every generation before them, I hope they will be beset on changing the world. Uniquely, they may just have the experience, education and tools to do just that. I question whether they will accept operating within the archaic environments prevalent in healthcare today? ‘Generation Now’ has not been programmed to be patient.

As always, I’m excited to see what’s next. Beyond wishing them luck, I hope we take the time to offer our support.
Dr._Mario

Every week should be Carers Week

Following on from Carers Week 2015, we reflect on the need to do more to support caregivers and introduce our study into the holistic needs of those who care for people with long-term conditions.

‘Being a carer in 2015 can be incredibly tough, taking a huge toll on health and mental wellbeing, finances and relationships. More and more people are taking on a caring role – 10.6 million over the course of this Parliament. So getting it right for carers has never been more imperative. Carers can’t carry on doing this alone.’

– Heléna Herklots, Chief Executive of Carers UK.

Last week was Carers Week in the UK, an annual campaign that raises awareness of caring, highlights the challenges that carers face, and recognises the contribution that carers make to families and communities throughout the UK.

All week, at events and via the internet and broadcast media, stories of the commitment and devotion of carers have been shared. As was the case at Local Solutionsannual information event at St. George’s Hall in Liverpool on Friday, which brought together charities and organisations to showcase the services available to carers. It was wonderful to see so many people coming together in support of the caring community, and it raised reflection on whether pharma does enough to support carers.

There are nearly seven million people in the UK who are carers, a figure that is on the rise; last week it was reported that three in five of us will be carers at some point in our lives. This isn’t a UK-specific problem: the World Health Organisation estimates a soaring demand for carers the world over, with needs rising by as much as 400% over coming decades in some developing countries.

The importance of the efforts of carers cannot be underestimated. To many patients, they are a lifeline; without carers, many simply couldn’t manage. To the British economy, they’re indispensible, saving the public an estimated 119 billion pounds a year.

Whilst the pharma industry is not immune to the importance of carers, it’s rare to find pharma-initiated interventions that target carers.

Why should pharma help?

Often the question is raised of which professionals are the gatekeepers to patient care, but arguably no one professional could be more important to the success of patient outcomes than the person caring for them every single day. Ensuring their health and wellbeing can drive greater treatment success. It’s also worth noting that carers are often ‘patients’ themselves; in a 2012 survey of 3,500 carers, 53% said they have suffered a long-term condition or illness, whilst 39% had put off medical treatment due to caring responsibilities.

Additionally, this is a group of people whose need for support is greater than ever. In spite of the indisputable fiscal and social value, cuts to financial support in recent years (such as the ‘spare room tax’ and the introduction of personal independence payment) have put carers under increasing pressure. Reports on carer wellbeing indicate that this is a strain they could well do without. Carers UK has recently published research showing that 82% of carers feel that looking after a disabled or older relative or friend has had a negative impact on their health.

The statistics are both alarming and compelling, but to uncover the full story and better understand what can be done to help we need to speak to people. It’s with this in mind that, over the coming months, we’ll be talking to carers about their needs and what impact caring for a person with a long-term condition has on their lives. These interviews will form part of a quantitative study to be included in our autumn white paper later in the year.

Pillars

Good Cause

Doing Good, While Making Money

Social Success, by David Hunt

I talk about this a lot, but make no apologies for the frequency. I’m proud to work in Pharma, and see it as an opportunity to use insight, imagination & innovation to make a difference. I didn’t choose to work in healthcare, I simply liked ideas. In all honesty, as a bullish graduate I would have preferred Nike over Pfizer, but the world changes, and so do we. Today I choose to have a significant impact on society, over a cool one.

Paul Polman, CEO of Unilever, says: 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.

I agree 100%. Havas Lynx aims to help patients, their families and HCPs to improve outcomes, whilst also driving the commercial success of our clients. We call it #HelpfulChange, and whilst it sounds improbable and unrealistic, it has been the central strategy behind our success. It aligns with the increasing trend for Pharma companies to out behave the competition & benefit through their enhanced brand equity. Unfortunately the more conservative in our industry wait for others to fail & win by default. Doing nothing, but doing nothing wrong, they would argue. These people fear their brand, and lack the courage their power affords them to improve society. Those that embrace this power, those that choose to make a difference, and show courage in their actions, will succeed in today & tomorrow’s social world – they’ll have a brand with meaning.

Johnson & Johnson have invested in Care4Today, through Janssen Healthcare Innovations. Like many others, they believe innovation can improve outcomes. However, unlike the majority, they have invested significant time & resource to bring forward that day. They will both make a difference, and secure a competitive advantage.

AstraZeneca invested in a critical testing infrastructure for non-small cell lung cancer. Monthly tests increased from 18 to 452 over the course of the campaign. Patients were more accurately diagnosed, treatments more accurately prescribed.

Novartis support Skin To Live In and, despite the regulatory challenges, aspire for it to be the most progressive campaign in healthcare communications, supporting the community & building brand equity – a fair trade.

These are just a few examples from our portfolio, beyond Havas Lynx there are numerous other superb cases of brands doing good and making money. It is the future of our industry, one that will be shaped by passion & courage.

Hand shake croped

#LXAcademy Awards

At the heart of an agencies success are the people. Heritage, structure and framework are simply the platform. As a business we are committed to attracting, developing, engaging and retaining the very best talent. The #LXAcademy was conceived to build core expertise, and inspire imagination, curiosity & courage, across science, creativity & technology. The #LXAcademy Awards was a celebration of everything we have all achieved in 2014 – it was our finest night.

The submissions were exceptional & really quite humbling. The team behind Care4Today combined insight & innovation, with passion & belief. Their presentation belied their engineering background & claimed the Grand Prix award. The team driving Novartis Dermatology deservedly won Creative use of Technology, as we continued our track record of being digital pioneers at EADV. Combining consumer technology with pharma insight, they quickly & efficiently created a unique point of difference in a competitive environment. Having clocked up 320,000 miles for AstraZeneca and revolutionised their Japanese market, the team of the year was entirely deserved. Not everyone can travel the world & consistently bring energy, ideas & value. One of my personal highlights for 2014 is our partnership with Lundbeck, we share vales & ambition, and I was delighted that our team recorded best online campaign, it demonstrated superb alignment of insight & innovation. It also demonstrated a client-agency relationship working in tandem, towards a shared goal, delivering results. #SKINTOLIVEIN rightly won campaign of the year, described by a Big Pharma CEO as the most progressive digital campaign in their portfolio, there was little more for the judges to add. However it was also impossible to ignore the effort, expertise & collaboration required to make something so unique and of so much value to patients & pharma.

There’s a buzz in the agency & the awards epitomised this. It has also set expectations for 2015, with regards to #LXAcademy, the awards and #LYNXLife, which is scheduled to be launched in January. Our number one priority is our talent, we believe that the rest follow. Our staff retention is at 90%, we receive 120 applicants a week and 50 people have celebrated 5 years with the business. HAVAS LYNX is a great agency with great clients, and the #LXAcademy Awards were a fitting celebration.

None of this would be possible without @carlwalker & Lisa Jones, driving the #LXAcademy, supported by the amazing internal experts and our external thought leaders. And a special thanks for organising the awards to Sam Luk & the LX  Ambassadors.

You can watch some of our inspiring LX Academy thought leadership sessions on our Youtube channel and see photos from the night on facebook and twitter10356266_785876774803420_9066949141867259432_n