DONNA MURPHY, GLOBAL CEO OF HAVAS HEALTH & YOU, EXPLORES THE RAPIDLY CHANGING HEALTH LANDSCAPE AND EXPLAINS HOW THE AGENCY’S NEW POSITIONING, FUELED BY HUMAN PURPOSE, WILL CHANGE LIVES.
How has the health landscape changed this year?
Health is a completely different industry than it was last year and it is perhaps one of the categories that has been altered or transformed the most by the pandemic. We are living through a once-in-a-lifetime transformational event that has accelerated the shift of the very structures of health and done so overnight. Much of how we give and receive health services or products has been traditionally based on physical interactions. Now, an overwhelming amount of these things have become digital. Transformation and change that might have taken years has rapidly been adopted in less than twelve months. Technology that existed before but lacked adoption, has now been tried, tested and built upon. New ideas have been executed on and experimented with, offering us insight into what works and what doesn’t. The new era of health is one where patients don’t have to attend physical appointments, where health experts can be consulted from thousands of miles away, and where patient care will be more seamless and convenient. Content will play a larger role as storytelling can alter a person’s experience completely. The exciting thing is that Havas Health & You is a major driver in this change. We have an incredible opportunity to shape the future and improve experiences across the health spectrum and do so in a monumental way.
Can you tell us about Havas Health & You’s new positioning?
As a business, we are driven by what we call “human purpose,” and this evolution of Havas Health & You is centred around that. Impacting people’s lives and the lives of their loved ones is something that motivates us every single day. We use the words “we are you” in our story because health links every single one of us. We discovered as we looked inward that that’s why we are all here – we share a deep compassion for the world around us and strong sense of purpose. By building and creating brands around this same human purpose, we have the opportunity to truly impact quality of life. This positioning reflects our evolved point of view as well as the areas of investment and growth we envision as the pillars of the future of health, including technology, innovation, customer experience and content. Along with a vibrant new look and feel, we have also just launched our newly formed Content Assembly which will be a major driver in our new direction.
How will the Content Assembly elevate the work of Havas Health & You?
As a Group, we place tremendous value in the power of storytelling to make a meaningful difference to the world. The Content Assembly will be led by our new Chief Content Officer Lars Bengston and our Global CMO, Megan Rokosh. This group will focus on elevating our content expertise across the network, using human storytelling backed by leading practices in data, technology and customer experience. It is an expert collective of creators, thinkers and makers, with a goal to reimagine traditional health communications and create stories that have the power to change lives. This new division of our business will allow Havas Health & You to deepen relationships with health communities across the spectrum and offer solutions through powerful, modern and connective content. How we communicate plays a larger role in culture than it ever has, while also playing a very important utility function in educating healthcare providers and patients.
How do you envision the future of health?
Today health is the centre of the universe. The future of health will be driven by continued and dramatic digitalisation which will lead to further increases in data collection and utilisation. There will be even faster innovation and speed to market and the development of new platforms and digital therapeutics will completely change how we interact with and think about patients. In the future we will be thinking about people, not patients, which is why human purpose is at the core of our new positioning. This set of values will be our guiding light as we continue to build brands that create deep emotional bonds with customers. This is an essential part of our continued growth, but also gives us personal purpose and meaning every day.
Havas Health & You’s new positioning was marked by a virtual symposium, which gathered thought leaders from across the agency and the health category at large. View the event here.