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Sustainability - A New Engine of Innovation for Healthcare?
Date:6/27/2011

NEW YORK, June 27, 2011 /PRNewswire-USNewswire/ -- In the healthcare industry, the R&D lab is the traditional engine of innovation yet a new report issued by OgilvyEarth and Ogilvy Public Relations Worldwide reveals that companies investing in sustainability initiatives are helping drive innovative business opportunities in new ways.  The report, "Healthcare Marketing in the Age of Sustainability," offers an overview of the relationship between healthcare and sustainability today, as well as insight on the future direction of these efforts.  In a year when 10 drugs contributing to $50 billion in sales will face patent expiration, the report offers a perspective on potential new avenues of innovation.  

While it is unlikely that revenue growth will be completely decoupled from the lab in the near term, there is a quantifiable bottom line opportunity to pursue greener, more social products and business strategies. The report finds that long-term industry success will be realized by companies that are able to link their success to solving the world's most intractable health and environmental problems. Healthcare companies that are investing in sustainability initiatives ahead of the curve see that their own sustainability initiatives are helping them achieve competitive advantages.  

"The healthcare company that takes on the leadership mantle will find new business opportunities through differentiation, as well as external benefits beyond the bottom-line, including heightened reputation, recruitment advantages, and partnership opportunities," explained the report's author, Jeff Chertack, Managing Director of Ogilvy Public Relations Worldwide and OgilvyEarth lead in Brussels, Belgium.  "While healthcare companies may not be judged today by their sustainability policies, there are many signs indicating that day is coming."

The report, the result of interviews with more than 10 healthcare executives and sustainability e
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SOURCE Ogilvy Public Relations Worldwide
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