Unlocking Health Equity: How Havas is Transforming Pharma Client Relationships

While many companies are stepping back from diversity, equity, and inclusion (DEI) efforts, Havas Media Network is taking a bold step forward. They recently launched a health equity marketplace in partnership with DeepIntent.

This new initiative is part of Havas’ Meaningful Marketplaces and aims to bridge the gap between pharma and health companies and underserved populations in North America.

According to Holly Dunn, a managing partner at Havas Media Network North America, the marketplace carefully connects clients to advertisers who are already engaged in these communities. It’s all about ensuring effective advertising while keeping brand safety in check, especially when reaching those hard-to-access audiences.

Havas recognized a pressing need in the market. Dunn explained, “Health and pharma clients often find it tough to engage with underrepresented groups. There are data sets and sources out there, but nothing that truly connects brands with the people they want to help.”

Through the marketplace, Havas plans to invest in trusted, community-focused, minority-owned media outlets. Clients will have access to detailed data sets, allowing them to better understand these communities. For example, they can identify areas with low Medicaid enrollment and adjust their outreach accordingly.

Dunn added that brands could tap into specific data on rare diseases or women’s health issues in targeted regions. “We’re using different data layers to locate audience needs,” she said. These layers include insurance coverage and cultural factors linked to the media people consume.

Havas chose to partner with DeepIntent for its data expertise, especially following the launch of their healthcare marketing resource hub, The DeepDive, last summer. Together, they plan to utilize existing tools to measure how effective their marketplace can be.

Reflecting on past campaigns, Dunn noted that insights gained will inform future strategies in the health equity marketplace. The partnerships with minority-owned media will also play a critical role in reaching the right audiences.

Excited about the opportunities ahead, Dunn said, “There are numerous pharmaceutical programs out there that have just not reached the right individuals at the right time. This marketplace aims to create real connections for support.”

In the broader context, health equity has been a hot topic, especially in light of recent events like the COVID-19 pandemic, which disproportionately affected marginalized communities. A 2021 report highlighted that Black Americans were 2.8 times more likely to be hospitalized due to COVID-19 than white Americans. This emphasizes the need for targeted outreach and accessible healthcare services.

The launch of Havas’ health equity marketplace could be seen not just as a positive step for the company but as a necessary evolution in the marketing and healthcare industries. The goal is to ensure that everyone, regardless of background, has access to the health resources they need.

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