We delve into the most engaging collaborations from the pharmaceutical industry that have taken place in the last few months, specifically those that have featured non-traditional healthcare players and those that are set to have a positive impact on patients.
GSK AND THE GAY TIMES GROUP
GSK is on a mission to boost diversity and inclusivity across its marketing channels, particularly in their consumer campaigns, and have partnered with the Gay Times Group to achieve this for the UK market. The pair are collaborating on two OTC campaigns for toothpaste brand Sensodyne, and pain relief gel Voltarol, aiming to amplify LGBTQ+ voices in two original television adverts featuring famous faces such as TV personality and
cabaret star, Gingzilla.
SANOFI BELIEVES THAT MENTAL HEALTH MATTERS
Sanofi Genzyme has assumed the role of hot-shot movie investor in its collaboration with Mental Health Matters and production company Believe Limited. The company financed “Let’s Talk”, a 40-minute documentary highlighting the mental health issues associated with blood disorders. The film features five patients discussing their experiences, and debuted at the National Haemophilia Foundation annual conference.
BAYER AND FOGSI ‘ASK TANU’
Bayer Zydus Pharma has partnered with the Federation of Obstetric & Gynaecological Societies of India (FOGSI) to drive adoption of their chatbot ‘Ask Tanu’. The AI has been designed to combat misinformation around women’s health in India by providing 24/7 instant access to endometriosis and contraception information. The pair hope that wider adoption will improve rates of diagnosis and counteract a troubling reduction in health visits due to COVID-19 fears.
AN ADVANCO AND SYNTEGON PACKAGE
Packaging manufacturers, Advanco and Syntegon, are partnering to tackle the growing and dangerous problem of counterfeit medications. The collaboration will harness Advanco’s advanced serialisation capabilities and pair them with Syntegon’s top-of-the-range packaging manufacturing, to ensure that packaging can be verified and traced at all stages of the supply chain. Action of this kind is particularly urgent as pharma companies prepare to circulate potential treatments and vaccines for COVID-19.