How has digital impacted the pharmaceutical market place?
It has excited the industry, it has hinted at a brighter future, a potential competitive advantage and most importantly a better purpose, however like many others, it has not been the revolution it might have been.
Nonetheless, there are fantastic examples of individuals, teams and organisations that embrace innovation and I believe their courage will be rewarded with better patient and business outcomes.
Other than geography, what are the main factors that influence the characteristics of a market and those that work within it?
From a global perspective the differences are countless. And this is not a pharma phenomenon. You only have to watch the news to see the diversity across regions, countries, communities, and people.
But for all of that diversity, the digital language, behaviours and services are increasingly universal. Our actions are defined increasingly by global platforms, such as Facebook, PayPal, BBC.
Do you think there is a competitive advantage in redrawing the map in pharma and revisiting the way we group societies and individuals?
I think it is worth exploring. The global landscape for different therapy areas can be vastly different, yet our groupings are often the same.
This is largely dictated by global policies, economic structure, operations, etc. However, I wonder if the effort of different regions & different structures, tailored to the landscape of a disease area might allow a more patient-centred approach that will improve outcomes.
In what ways do people behave the same and how can we leverage digital to improve outcomes?
Sharing photos with friends, buying gifts online, browsing the latest film content, are just a handful of activities that are quickly becoming part of our daily routine.
The global success of platforms and brands such as Google, Amazon and Apple illustrate that these behaviours are widespread, and becoming increasingly so.
The consistency and global penetration of these platforms, creates a real opportunity for healthcare innovation that we should embrace to help us improve outcomes the world over.
How does the digital language, such as the ‘like’ symbol, # and so forth, enable pharma to communicate with the world?
Iconography pre-dates and, in many ways, helped to form the written word. Global platforms have recognised the power of universal icons, and I expect this to become an increasing trend. It reduces the burden on local translation and ensures it is far more efficient to cascade platforms and services around the world.
In your opinion, how well can pharma speak digital?
At least as well as other sectors, which is an achievement in itself. But I believe pharma has a greater purpose than most, to improve the lives of patients. And as such, I believe it has a responsibility to do more, try more & achieve more.
In what ways can digital lead to improved patient outcomes?
There will be infinite ways in which digital will improve patient outcomes, the majority of which are yet to be defined, which makes our role so interesting.
Two current areas of focus relate to adherence & support. As an industry we are all aware of the importance adherence, and its frequent dismissal by patients.
Digital has changed behaviours. For example our routines have evolved dramatically with the introduction and widespread uptake of smart phones.
Using digital to change behaviours has the potential to improve compliance, and therefore outcomes accordingly.
Patient support groups have always been a key tool in our fight against illness & disease. The community support these groups provide, has been dramatically increased by the accessibility and value of the online community.
What can pharma learn from other digital companies?
I am not sure it is about learning from “digital” companies, I think it is more about learning from more contemporary & progressive organisations, who are perhaps more in-tune with our digital behaviours.
Inherently, it is about being a little bit bolder, and a little bit more courageous. But of course, that is far easier to say than do when we consider the regulations, complexity and implications of our actions.
How important do you think gamification will be in the future of healthcare?
When referring to the psychology of a user, and creating a rewarding, engaging experience that will bring consistent value to their lives – it is critical. When we talk about trivialising science, it is an irrelevance.
What are HAVAS LYNX’s plans for the future?
To continue to partner with bold & courageous teams that share our passion for ideas & innovation, and our commitment to improve outcomes.
Where can readers find more information?
For further information please download the white paper and view the Keynote presentation on the links below:
HAVAS LYNX are a leading global healthcare communications group.
They are committed to bringing about change in healthcare. Change informed by experience, driven by innovation and proven in delivery. They are agents of the next era in health. Dedicated to helping clients connect consumers, professionals and brands with information, services, and influences that drive new relationships and better outcomes for all. Useful links below:
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Tel: +44 (0)161 228 7756
About David Hunt
David is a recognised international figure within Healthcare Digital Marketing having launched a series of industry firsts and collected numerous prestigious innovation awards. His passion for integrating strategy, creativity and innovation became the philosophy on which David established the international, multi-award winning digital studio.
Responding to the evolving landscape, David oversees the sustained growth of the team to maintain HAVAS LYNX’s position at the forefront of digital innovation within healthcare. David takes an active role in key initiatives and works hard to leverage emerging technologies for the fulfilment of real business needs.
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