The Considered's David Hunt on Value Over Repetition in Health

CEO David Hunt recently launched The Considered, a bold new healthcare marketing agency that’s breaking all the old rules to build trust, knowledge and empowerment across the healthcare community — a process they’ve coined HealthControl. David and his all-star team are giving the power back to the patients primarily through the use of new technology, which has exploded since the pandemic massively increased people's reliance on and ability to use it.

David is the former global chief digital officer at Havas Health & You and Havas Lynx CEO. During his tenure at Havas Lynx, he grew the company from a small creative agency to a global healthcare comms outfit with 400 employees, year-on-year double digit growth, and AstraZeneca, Janssen and Novartis among its global pharma clients. His outstanding work garnered recognition galore, including a Cannes Lions Healthcare Agency of the Year award, PME EU Healthcare Agency of the Year, and Creative Floor Most Awarded Agency.

We spoke with David for our new series Checkup, where we chat with leaders in the healthcare marketing space.

David, tell us...

Where you grew up, and where you live now.

Grew up in the U.K., and I am now on the other side of the world in L.A.

How you got into healthcare marketing, and what attracted you to it.

Using ideas and creativity to sell shoes, cars and whiskey did not appeal to me when the same thinking could improve lives by shattering the glass ceiling in cancer, heart disease and mental health. I was never put off by the compliance barriers; instead, I have always seen this as part of the challenge.

Something people might not know about the healthcare industry.

It can achieve so much more. It can have an even more profound impact on lives, families and the wider society. But that requires trust. To unlock the clinical benefits of incredible scientists requires trust. And trust requires a fresh approach to communications based on authenticity, advocacy and partnership.

A recent project you're proud of.

HealthControl. Over the years, I have published Health Heroes, and multiple internationally recognized white papers on GoodPharma, mHCPs, Smiles That Save Lives, but I think HealthControl is my most important work and the purpose of my next 10 years. HealthControl identifies how we can use creativity and communication to unlock the recognized clinical benefits of patient activation, preference and autonomy via the newly tech-enabled society.

Someone else's healthcare project you were impressed by recently.

"Lil Sugar" by Fabio Rodrigues, Thiago Fernandes and the team at Area23 is simply outstanding from creatives at the top of their game.

A major challenge facing healthcare advertisers today.

Being bold and brave enough to deviate from the dated formula of volume and frequency. Choosing value over repetition. Understanding the customer is a partner first. Accepting we no longer have the answer, but recognizing, with courage, with imagination, with experimentation, we can unlock the real benefits of hybrid customer engagement first. We are five years from the optimum experience—10 without risk.

One thing about how healthcare is evolving that you're excited about.

All of it. The industry has been forced into a dramatic revolution. It has been forced into a technology push. Not only has it improved, but it has seen it can, and in an accelerated time frame. Those that said we couldn’t were wrong. Now is the time to make things better, faster and more accessible.

How healthcare can attract more creative talent.

It already is and has been for the last five years. The creative minds now work in the healthcare space, and why would they not? Would you rather sell whiskey or help with the mental well-being of society? This is reflected in the work and healthcare being the equal or leader versus other sectors.

What would you be doing if you weren't in healthcare marketing.

Sadly, I am now too old to play for Manchester United.