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

xperts, found that many healthcare companies have already made great strides in reducing their carbon emissions and water use, but the next frontier will involve developing new healthcare products and delivery systems to help society adapt to changing climate, population and disease patterns. The report identifies eight areas that represent opportunities for healthcare companies to differentiate and achieve long-term sustainability on environmental, social and economic levels.

Green as a Starting Point

While green has been the new black for marketing in many industries, it is not the magic bullet for healthcare when it comes to sustainability communications. The social issues that healthcare companies are involved in present an inherent responsibility to people and the planet that other industries do not have.

"As global environmental pressures grow, so will the impacts on human health. And so will the demand for healthcare companies to help prevent and treat diseases and illnesses in which the environment is a causal or contributing factor," said Bill Becker, Executive Director of the Presidential Climate Action Project. "It has never been more apparent that our health is connected to the health of the planet. Healthcare companies should look to these emerging environmental pressures as the new or expanding frontiers for their industry."

The Intersection of Social and Business Opportunity

For companies pursing sustainability as a corporate initiative, the evolution of corporate philanthropy models has created even richer opportunities to support capacity building in underdeveloped or underserved markets.  The report chronicles healthcare entities that spent the 20th century exploring disease and treatments now focused on spreading them throughout the world.  Companies with products are seeking out opportunities to address some of the most intractable and devastating issues of the day.
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SOURCE Ogilvy Public Relations Worldwide
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