We’re tired. And a bit hopeful. Trying to emerge and find ourselves again is challenging. We hunt for light, for new dreams and for others who can help us on our respective journeys to recovery and strength. It is this innate connective desire to join forces with others for support, to overcome challenges and share knowledge and insights, which is driving something quite exciting in healthcare at volume. And according to new data – the majority of healthcare professionals and regulators around the world want to reward this shift.
A transformational shift toward more conscious brands and corporates
The transformation of healthcare brands over the past year has been seismic. Companies have become central to the global news cycle, their increased relevance to people’s lives causing marketing strategies to be reformulated. COVID has legitimised healthcare brands which have been handed permission to play leading roles in our cultural conversations.
Of course, companies operating in healthcare have always had purpose. Now, industry is expected to be purposeful pioneers – and according to the Porter Novelli Global Health Purpose Research, conducted with sister insight agency Hall & Partners – industry will be rewarded for demonstrating their purpose clearly throughout their supply chain. The headline data showing that over 90% of HCPs will prescribe a treatment/innovation over another based on perceptions of corporate/franchise/brand purpose is defining, with a similar story playing out when we asked regulators. It shows how belief and trust in healthcare companies when it comes to purpose, has reached far beyond platitudes.
Stakeholders want industry to be clear on their ESG strategy, DE&I commitments, and patient centricity across the supply chain. And they want to see this through every touch point in the business. From reps, to digital engagement to employee conversations at the water cooler or Teams chat.
80 to 90% of HCPs and regulators want to share their personal purpose with those operating in the space, in what we see as a new social contract opening up. A new continuum where physicians want industry to solve system challenges to free them to focus on delivering the best possible patient care. If pharma can consciously join the dots with their customers – the reward will come.
Purpose is having its time in the sun right now, but it won’t last
Purpose isn’t transient. This is a definite and profound shift we’re seeing, accelerated by the pandemic. Healthcare systems are wanting to engage with industry pioneers in deeper and richer and frictionless ways and there is real urgency around this. The EU4Health programme, investing €5.1 billion to strengthen the resiliency of health systems and promote innovation in the health sector is one such example of moves to build the right infrastructure for industry. National systems in the UK and France have also recently supercharged investment in unique collaborations with industry.
So – how does industry embrace this new opportunity?
We’re working with many clients to assist in purpose strategy and programmes at corporate, franchise and brand level. We’re seeing new boldness and bravery in partnering with rivals, in sharing data and agile experimentation across many challenges, therapy areas and borders. What is clear to us, and indeed what the research points to; is the scale of potential opportunities to demonstrate purpose in health. Health systems are struggling to; fund growing populations with new costly innovation; embrace enhanced digital expectations to solve critical patient care challenges and facilitate improved data democratisation beyond borders – all needs for which industry is expected to impact as well as create new rubrics.
Stakeholders, HCPs, payors and institutions want healthcare brands to display and communicate their purpose-fuelled credentials in more open and constructive ways than in the past. They want brands to show leadership, demonstrate action, forge new tightly governed and sustainable collaborations, that match the conscious concerns of patients, consumers and the systems which care.
So, as we all reconnect with our own guiding lights to navigate us through our own goals for the months ahead, I start to feel excited and more hopeful. The signal from HCPs and regulators to partner, to solve and accelerate outcomes for some of the biggest challenges in healthcare inspires me… to keep my eyes and heart open to new ways to collaborate more innovatively to impact more…to ultimately create more meaningful difference for as many as possible.
If you’d like to learn more about the full data and discuss and interpret it into smart purpose strategy for your brand/ business – get in touch.
About Hall & Partners
Hall & Partners is a global insight agency inspiring growth. Powered by full-service market research, connected data, and strategic consultancy, we challenge traditional thinking and take the lead in innovation. From FMCG to oncology, public policy to technology, we deliver brand performance tracking, customer segmentations, customer and brand experience, predictive modelling, insight engagement platforms, as well as communications and advertising strategy.
Hall & Partners is a part of Omnicom’s Brand Consulting Group. For more information, visit www.hallandpartners.com.
About Porter Novelli
Porter Novelli is a global communications partner who fearlessly leads clients through our modern stakeholder landscape. In a world of rapidly changing expectations and milestones for success, we align the stories our clients want to tell with the actions they need to take. Today, successful companies need to stand for something beyond what they sell to build the reputation they deserve – not just the one they desire. They must positively impact people’s lives and society to maintain relevance and achieve better business results. For additional information, please visit www.porternovelli.com/. Porter Novelli is a part of the Omnicom Public Relations Group.