Finalist
Havas Life Medicom
Summary of work
There’s an unspoken but growing pharmaceutical marketing challenge:
- Over 70% of new products miss profit targets
- Nearly 50% of drug launches underperformed against expectations
- More than 25% of new products failed to reach even 50% of their forecast.
The reasons are well known: more medicines, more classes of medicines, more noise, fewer doctors seeing representatives and fewer doctors attending sponsored promotional meetings. The result is that most brands have a significantly lower share of voice than ten years ago – stunting their growth. The environment and the audience have changed and what worked for our clients before doesn’t work today.
Over the last 18-months we’ve re-equipped our agency from being one of the crowd talking about ‘award- winning integrated communications’, into a healthcare agency obsessed with connecting healthcare brands to doctors at an unprecedented scale.
The results have been dramatic for our clients. They are achieving a share of voice on a scale not seen for decades – which supports improved commercial performance. It’s reversed our decline in revenue – driven by apathy around an agency offer like every other agency – into significant growth and genuine excitement from clients and our team, about what we do.
Judges’ comments
Havas Life Medicom submitted an honest, creative and insightful entry. They have a strong digital focus, which is driving growth and this came through with strong financials. They showed clear demonstration of upskilling all employees with resulted in a dramatic impact for clients.
