Tag: Ogilvy Health

Australia – Ogilvy Health Australia has unveiled an expanded and diversified consumer health offering, spearheaded by a newly created senior role, and local arm of a specialist global influencing product.

Designed to apply a culture-led lens to Ogilvy Health’s scientific patient-led work, the expanded consumer health capabilities will ensure health campaigning continues to balance behavioural science, creativity and health experience to drive real impact on business results and Australian lives.  It aims to ensure health conversations occur in culture where they have the greatest potential to cut through.

Leading the consumer health offer is Ben Hickey, who joined Ogilvy Health in late 2024 in the newly-created role of head of consumer health.  Since starting, Hickey has been working on refining the agency’s diversified offering to now officially launch its expansion this month.  This includes the Australian rollout of Health Influence; a global capability, tailored locally, that provides pharmaceutical, healthcare and wellness brands access to the burgeoning influence economy.

Rachel Stanton, managing director at Ogilvy Health Group, said, “Ogilvy Health has long been known for its ability to deliver effective patient advocacy through integrated earned-first creativity and public affairs, and powerful healthcare communication, where education, PR and advertising combine to inspire new thinking.”

She added, “But we recognise that as consumers increasingly find new sources for health information, we need to embrace showing up in culture, backed by science and behaviour theory, to have greater impact on the lives of Australians.  Our expanded offering – including Health Influence – and Ben’s strong experience in the consumer health sector are all key conduits to make this happen.”

A highly recognised communications leader with more than twenty years of agency experience in healthcare, consumer and corporate PR, Hickey joined Ogilvy from Weber Shandwick Singapore where he was Senior Vice President of its Healthcare Division for five years. He has also worked at a range of renowned global agencies leading healthcare teams and clients, including Burson and Edelman in London, among others. 

Hickey said the agency’s strong expertise across disease states, scientific health communication, health policy, health advocacy and behavior change, combined with Ogilvy PR’s numerous consumer and influence experts, “presents a real opportunity to ensure we are engaging and communicating with Australian consumers in a variety of different ways about a multitude of health and wellbeing considerations”.

“It is crucially important that healthcare companies, brands, organisations and campaigns connect with consumers in an accurate, open and authentic manner, and that their communications are solidly grounded in science and authorised claims. In addition, communications must be developed through a distinct culture lens in order to be noticed and truly change behaviour. Ogilvy’s Health Influence offering ensures consumer health work is properly aligned with their target audience, their interests and the cultural zeitgeist in order to generate cut-through and drive change,” he explained.

Moreover, Hickey said that health influence would be a particularly powerful tool in communicating with Australian audiences that are becoming increasingly aware of, and interested in health and wellbeing, and looking to new media sources for information.

“It’s no surprise that consumers are looking for advice from a variety of sources and we know that social media is playing a more important role in that information dissemination than ever before.  Our Health Influence experts understand this unique landscape, and the power of delivering creative effectiveness and powerful narratives told through credible influencers, while navigating regulatory compliance within the sector.”

With strong experience across national, regional and global healthcare clients, Hickey’s approach is “already having traction”, continued Stanton.

“Ben has hit the ground with a bang. He’s already partnering with some big brands, backed by the power the Ogilvy Network offers by way of strategic thinking and creativity, demonstrating the need for a combined culture led, creativity first, approach backed by decades of health experience our Ogilvy team has up its sleeve,” she concluded.

Singapore – Ogilvy Health, Ogilvy’s marketing and communications practice for health brands, has newly appointed its executive group director for Singapore – Nadeem Amin. With 25 years of creative and leadership experience on both the agency and client side, Amin has helped some of the most influential global brands advance their growth agenda in APAC through digital transformation.

In his new role, Amin will be responsible for leading the fast-growing Ogilvy Health team in Singapore, leveraging Ogilvy’s strong healthcare and technology capabilities to support clients with their business growth across Asia.

Commenting on the appointment, Pierre Robinet, president of Ogilvy Health in Asia, said, “We are entering a new healthcare era, where digital technology giants are redefining access to healthcare, where patients should be at the core of our marketing offering, and where engagement with healthcare stakeholders must be personalized through advanced technology and data. Nadeem’s background and expertise across content, data, technology, and media orchestration [are] unique and will be instrumental to accelerate our expansion in Asia.”

With over two decades of industry experience across strategy, digital, strategy, marketing, media, technology and leadership roles, Amin started his career in Australia as a creative, then rapidly supported brands in their digital transformation, notably leading Kellogg’s digital acceleration across South East Asia. He moved to Hong Kong to work as head of digital for Danone Greater China and later lead HSBC’s performance, technology and innovation agenda across 13 markets in APAC as managing partner for PHD.

Amin most recently served as regional managing partner at UM Worldwide, where he spearheaded the deployment of digital and data-led customer acquisition strategies, precision and performance marketing, and technology partnership consolidation for Johnson & Johnson’s consumer, vision care and OTC businesses in APAC.
lth together.

Following the rapid growth of their practice in the region, Ogilvy Health also announced two senior leadership appointments in Gopika Balraj, who joins from healthcare data science company IQVIA, and Jessica Geli, who joins from Publicis, where she led regional consumer health accounts. Both will be based out of Singapore and work closely with Nadeem as business directors to support Ogilvy’s various pharmaceutical, Medtech and healthcare clients in their digitalization efforts.

Just recently, Ogilvy Health released its whitepaper ‘Patient-Centric Marketing: Leveraging empathy and data to improve care’ with the aim to illustrate how the health industry and patients alike stand to benefit from digital healthcare.

Singapore – Creative agency Ogilvy Health together with Verticurl, a global marketing agency, Oracle, an American multinational computer technology corporation, and the Asia Pacific Medical Technology Association (APACMed) has released a new whitepaper, ‘Patient-Centric Marketing: Leveraging empathy and data to improve care’, to illustrate how the health industry and patients alike stand to benefit from digital healthcare.

Driven in part by the pandemic, many patients start their own care journeys online, generating a vast amount of personal data in the process. Because more and more patients begin their healthcare journeys online. Around 50% of patients will utilise digital health tools, and that percentage rises to 91% of patients who said they would use digital health services if the expenses were covered by a corporation or insurance provider. Using data to improve healthcare means that there is a lot of room for improvement in the field. Digital disruptors are already looking at these options in order to give better service, more personalised care, and better results.

The Ogilvy Heath paper identifies the three major action points for all healthcare brands to accelerate their move towards a patient-centric mindset, first is listening  to understand patient needs and define values. Next is sharing to improve access to valuable information. Regardless of age, over 80% of consumers investigate their diagnosis online, and Lastly, is to serve and create the tools, or partner with toolmakers to deliver improved care outcomes. A combination of empathy and data-driven analysis can help you find new ways to improve the care experience for patients, and this can lead to better outcomes. New services that improve patient outcomes will then be offered.

The whitepaper also noted that healthcare brands must reposition themselves as direct-to-patient marketers enabled and guided by personalization. Personalisation is enabling and guiding healthcare firms to recast themselves as direct-to-patient marketers. Engaging with patients online can lead to a greater understanding of their requirements by collecting data in a transparent, trusting, and mutually beneficial connection. 

In addition, the whitepaper said that by sharing valuable information and assisting people in receiving better care, brands with health expertise may develop meaningful relationships with patients. Health marketing does not have to be one-sided; it may now include the strategies and needs of numerous stakeholders at the same time.

Pierre Robinet, president for Asia at Ogilvy Health, said that marketing has a huge role to play in delivering truly patient-centric outcomes.

“And it starts by redefining the engagement strategy with all stakeholders contributing to the care journey, starting with the patient and looking beyond the healthcare professional, Robinet said. 

Waheed Bidiwale, chief strategy officer at Verticurl, shared, “It is more possible than you think to be patient-centric, you can operationalize that empathy, and bring it to life with technology,” 

If done correctly, patient-centric marketing programmes can increase access to care for patients, address the right physicians at the right time with information and solutions that make a real difference to the patient, while empowering sales forces with relevant patient insights.