The “Profound Sense of Hope” in Pharma Tech Developments
Growing up in Germany’s small town of Marl, Dirk Poschenrieder started off his career at a small agency before moving over to the client side at Deutsche Post DHL. After working at DHL, Sony and then Johnson + Johnson (Janssen), he returned to the agency side of things in 2012, where he’s stayed ever since.
With over 20 years of experience in marketing and communications, there are many lessons he’s learned from his experience, including the different leadership styles at play, the industry advancements and the changes that are making the health space an exciting place to be. That’s what led him to his role at Publicis Health as director of strategy and now, at Havas Health & You as managing director.
Over the years, the technological developments and research behind the health side of the industry have really inspired Dirk. With the advances in wearable technology, AI-assisted diagnosis, precision medicine and even the prospect of cancer-fighting pills coming to fruition one day, he says, “the mere existence of such progress instils a profound sense of hope in me.”
Sharing the changes within the field since he joined it, how his experience has shaped his personal leadership style and the hobbies that keep him busy when he’s not at his desk, Dirk speaks with LBB’s Nisna Mahtani.
LBB> You began your journey at a small agency before moving over to Deutsche Post DHL, within the ‘direct marketing centres’ of the company. What attracted you to the opportunity?
Dirk> Deutsche Post DHL’s direct marketing centres were designed to provide marketing advice to business customers, and Deutsche Post was primarily looking for employees from advertising agencies. I found the job exciting, applied and was accepted. And as always with me, it was really difficult for me to stand still (professionally) at that age, so I continued to develop, which eventually led me to the corporate headquarters of a DAX 30 company.
LBB> In those early days, what was a formative lesson you learned that you’ve kept in mind ever since?
Dirk> At that time, the group was in a mood of optimism. From a state-owned company to a listed group. It was an exciting time full of challenges.
At the head office itself, many management positions were filled by former consultants from a well-known management consultancy. The CEO at the time was himself a former consultant from that firm. Even as an outsider, which I was, I was considered an ‘in-house talent’. And that brings me to the point that shaped me. No matter how well and how hard you work, there are certain personnel decisions you can only influence to a limited extent. It was this realisation that ultimately led to my decision to leave Deutsche Post DHL after almost a decade and to join Sony, which I never regretted.
LBB> After over a decade of experience, it was in 2012 that you left the client side behind, having worked at Sony and Johnson & Johnson, to join the agency side of the industry once again. What prompted the move?
Dirk> Funnily enough, this agency also specialises in healthcare. And for me, it was always clear that I wanted to come back to work for an agency again.
And I know. Usually, when you get older, you do it the other way around, but I decided to leave the client side and go back to the agency world. I still think it's the best industry to work in! And I can only recommend it to every young person. Nowhere else can you take on responsibility so quickly. Nowhere else is every day so different, new and exciting. The most diverse clients, industries and challenges - the most diverse projects.
LBB> Moving over, it was strategy and business development that you focused on at Publicis Groupe’s agency Razorfish Health. What was the day-to-day in that role like and what did you learn from it?
Dirk> This was a role that had no clear focus. It was a mix of strategy, consulting and new business. First, I worked with our clients, helping to define the scope and recommended approach for major digital projects. And I played a consulting role, acting as a digital strategy consultant to help them define their digital vision. And this role was very similar to my previous role at Janssen (Johnson & Johnson).
Furthermore, I also played an active role in client acquisition and new business presentations.
I really learned a lot from this job, but I would like to focus on just two key points.
Strategic thinking: Developing advertising strategies requires a high level of strategic thinking. You learn how to analyse market trends, consumer behaviour, and competition to create effective and targeted campaigns.
Communication skills: Crafting effective advertising strategies involves clear communication. Whether presenting ideas to clients or collaborating with a creative team, you develop strong communication skills.
LBB> Your roles have focused on the pharma and health side of things. Can you tell us a little bit about how the space has changed from when you started to now – with the developments in research, wearable tech, etc.?
Dirk> Many things have changed in recent years - we live in great and exciting times. But many things haven't either, when I think of our customers' approval processes. These are not always geared towards the ‘new’ digital world, where you have to be fast and agile with campaigns.
Primarily, the emergence of digital health holds the promise of transforming our approach to healthcare. The spectrum of possibilities, ranging from telemedicine and wearables to AI-assisted diagnosis and precision medicine, is virtually limitless. This technological evolution enables patients to access healthcare services from the comfort of their homes, offering real-time health feedback and personalised treatment plans tailored to their unique needs. This proves particularly advantageous for individuals residing in remote areas, sparing them the arduous journey to a doctor's office.
Recent instances underscore the life-saving potential of wearables and AI. In one case, a smartwatch detected a man's increased breathing rate, prompting him to seek medical attention when the device signalled an anomaly and revealed a drop in his blood oxygen levels. The subsequent diagnosis uncovered life-threatening blood clots in his lungs.
Another compelling example involves the use of artificial intelligence in breast cancer detection, as highlighted by Dr. Larry Norton, the medical director of the Lauder Breast Center at Memorial Sloan Kettering Cancer Center, in a CNN interview. The AI system demonstrated its capability to detect breast cancer four years before it manifested.
These cases are just a glimpse into the myriad ways digital health tools prove invaluable in enhancing healthcare outcomes.
Or let's think about research. Considering the pervasive impact of cancer within my family history, the exploration of cancer-related research consistently holds a significant place in my thoughts. Consequently, I closely monitor advancements in this field. Witnessing the initiation of a new clinical trial, where the first participant receives a promising cancer-fighting pill, fills me with excitement. The reassuring update from researchers at City of Hope, a leading cancer research and care institution, stating that the initial patient is healthy and well, amplifies my optimism. Although I acknowledge that we are merely in the preliminary Phase 1 stage, and the path to drug availability is likely years away, if ever, the mere existence of such progress instils a profound sense of hope in me.
LBB> What is your leadership style and how do you get the best work out of the team you work with?
Dirk> A really good question. What is my leadership style? I trust my team completely and am not a micromanager. When I was younger, I had a manager like that who actually stood behind me and dictated the emails I had to write. That shaped me and made me realise I never wanted to lead that way. I hire people who are experts in their field, who make me and the agency smarter/better. Why should I get involved in the day-to-day business? I'm also authentic and always honest. I don't pretend or act differently in my personal life than I do at work.
And what is really important to me, and what I emphasise in every interview with potential applicants, is an open culture of making mistakes. You're allowed to make mistakes, sometimes you have to make them, and that's fine with me as long as you talk about it openly and don't cover anything up and as long as the same mistake doesn't happen again and again.
LBB> Which brands in the health and pharma space are getting their marketing and communications efforts right? Or in general, are there any campaigns which you believe created something special?
Dirk> In fact, there are some companies that are already doing it right. They are bold and enable agencies to develop great, creative campaigns, which is also a question of trust. I could cite so many great examples, from competitors as well as from Havas Health & You, that we could talk about them for hours. And that's also the great thing about my work on juries for international award shows such as Clio Health and the M&M Global Awards, to name just a few. You get a great overview of the competitors' work, which also helps us to get better and better.
But unfortunately, there are still companies that rely on ‘tried and true standards’ in communications. They lack the courage to do something different. But they also underestimate the power of creativity.
I see creativity as an essential tool for moving the healthcare industry forward, and we as Havas strongly believe in the superpower of creativity. By using creative strategies and media, we can develop campaigns and initiatives that inspire, inform and empower people to take a more active role in their healthcare, leading to a healthier future for all. Courage, purpose and creativity create relevance. It's that simple.
LBB> Creatives often have many hobbies and interests which take up their spare time. Aside from when you’re working, where do you find your inspiration or solace?
Dirk> Of course I also have hobbies. It would be bad if I didn't.
In my rare free time, I spend as much time as possible with my family and my dog (it's a Goldendoodle, by the way). There's nothing more relaxing after a hard day at the office than an evening walk with the dog.
Otherwise, I do a bit of sport (if I don't have an injury after every session) and ride my Harley [Davidson] around the neighbourhood. I love riding alone for a few hours. Without a cell phone. Without a destination. It really clears my head and I can think about a lot of things.
This may sound like leisure stress, but I can easily spend a whole day in the garden on a summer's day and do absolutely nothing. If you don't believe me, you can ask my wife.
LBB> What can we expect to see from Havas Health & You in the next few months?
Dirk> We are by far the most integrated network in the world. And the term ‘family’ is meant seriously, not just marketing blah-blah. Just like a real family, we like to get together, work together and spend time together.
As part of the Vivendi Group, we are quite unique. We harness the power of creativity, media and entertainment to drive growth and create meaningful change. Our mission is to make a meaningful difference to brands, businesses and people.
In my opinion and with the experience I have, all of this is what sets us apart from our competitors and what makes us unique in our market. And that is what you can expect from us. That is our promise to our customers. And I can only advise everyone: Keep your eyes and ears open. Exciting times lie ahead. Watch out for Havas!
