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

 

From bottom of the pyramid strategies to social enterprise models, healthcare companies like Abbott, Bayer, Lilly and Unilever are innovating new ways to create access to their products in new markets for people in need.  Abbott, for example, has trained more than 1,000 community physicians in China on diabetes prevention and treatment as well as 600 healthcare professionals on pediatric nutrition.  In doing so, Abbott has helped the country achieve measurable positive impact on the Chinese population.  

Customer Feedback as a Pathway to Sustainability

Given the challenge of a decade-long (or more) development process, companies need to look beyond the creation of novel products to re-imagine and reformulate existing products, making them more efficient, sustainable or accessible. Johnson & Johnson and GE Healthcare are taking a new look at existing product lines to do just this.

While it may not be practical or possible to change a marketed product, it may be possible to focus on the supply chain and packaging reduction to achieve sustainability goals.  The report reveals that determining where to focus these efforts could be as easy as listening to the customer, creating an opportunity for further engagement and potentially addressing a significant barrier to purchase.  For example, J&J shifted packaging for its monoclonal antibody from a single-use cooler to a reusable container at a fraction of the original size.  J&J reduced the size, bulk and materials of the shipper without degrading quality to ensure the product arrived viable for use. Given that these shippers are reusable up to 100 times, the return is both financial and environmental.

The report, which provides additional insights on operationalizing sustainability, can be found at www.ogilvypr.com and www.ogilvyearth.com.  
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SOURCE Ogilvy Public Relations Worldwide
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