2024 | Edelman

Recently, Eli Lilly announced that they have partnered with Amazon Pharmacy to deliver a new direct-to-consumer drug dispensing service in the US. This has been met with much interest from the healthcare community. The groundbreaking deal between the world’s largest online retailer and largest pharmaceutical company, by market value, signifies a renewed effort to streamline patient access to prescription medication within the US. While digital healthcare is not a new concept, the COVID-19 pandemic has accelerated its growth across the globe.

It has enabled patients to attend GP appointments and receive prescription medication from the comfort of their homes, which was especially important for the most vulnerable needing to isolate during the pandemic. However, the question now is how such changes will impact community pharmacies outside of the US. How can we ensure that patients continue to receive the same level of care they would get from their local pharmacists in the UK and EMEA region? Eli Lilly striking this deal with Amazon is unsurprising, as a 2021 survey revealed that nearly half of Americans have either bought or are currently buying medication online, mainly for the perceived benefit of convenience and cost. And we’re seeing similar changes in behaviour in the UK.

Since the COVID-19 pandemic, the number of people using their NHS login in England, has increased from 2.2 million in September 2020 to 28 million in October 2021 – a tenfold increase in just one year. And this change in behaviour appears to be sticking beyond the pandemic, with the number of repeat prescriptions ordered through the NHS app increasing by 48% between November 2022 and November 2023. This increased use also translates to an increase in revenue with digital healthcare expected to garner a projected revenue of £3.9 billion in 2024.

Digital healthcare offers numerous benefits, namely, increased accessibility for patients, especially those residing in rural areas or with mobility issues. It has also helped to streamline the process of prescribing and delivering medication. Gone are the days of repeatedly seeing your GP to receive the same prescription medication when you can just put in a standing repeat order with one of the many online pharmacies. Many looking to the deal struck between Eli Lilly and Amazon in the US may wonder if something similar could be brought to the UK. Although there are a number of online pharmacies available, patients may still have doubts about their ability to provide a satisfactory service and may be reluctant to learn how to navigate these new websites. Amazon is a reliable and well-known brand with a technology platform that was used by 82% of UK shoppers in 2023, indicating a great portion of the nation are familiar with the brand and its interface.

But, as with all technologies, there are also some concerns to consider. The trade-off for ease of access could be challenges in maintaining the quality of patient care. In short, we run the risk of dehumanising part of the patient care pathway. Although patients receive their prescriptions at their door, they will not have a pharmacist to explain the nuances of their medication or answer any queries they might have. This lack of human interaction in healthcare can impact the overall quality of patient care. The human element is important in ensuring that patients are not only prescribed the most suitable medication for their unique circumstances but are enabled to take it in correct way.

Looking ahead to the future, there is no doubt digital healthcare is here to stay with AI driving the next generation of advancements. And looking at the deal done by Eli Lilly and Amazon across the pond, we may wonder if it’s possible that a similar deal might appear on our shores in the near future. If so, we must ensure that good patient care remains at the centre of these deals.

Eleanor Read is the MD of Edelman UK

Edelman, the global communications firm, today announced the appointment of Simon Jenkins as UK Head of Digital. Simon will supercharge Edelman’s long-standing focus on building trust, earning attention, and driving action through communications – with storytelling that moves at the speed of social, fuels engagement, and sparks movements in culture.

Edelman’s digital campaigns bring together dedicated digital experts with its integrated services across strategy, creative, data and intelligence, and influencer. Notable highlights include the Cannes Grand Prix winning Eternal Run (ASICS), Hellmann’s Mayo Hack (Unilever), Buy Back Friday (IKEA), Wildlife Watch (Samsung) and Dreams Within (Microsoft Xbox). 

Simon will be responsible for optimising Edelman’s wide range of digital capabilities and expertise against client’s business challenges, bringing together social marketing, social listening and data analytics, interactive online experiences, and the latest AI technologies. Simon will further build on Edelman’s digital offering across its London business, leading a team of digital specialists, focused on delivering advisory and activating impactful campaigns that give clients the means to succeed in a digital-first world.

Prior to joining Edelman, Simon was based in the Middle East acting as Vice President of Social for the global beauty brand, Huda Beauty. He previously led the International Creative Strategy team at Snapchat, managing a large team of strategists and leading on accounts including Google and Amazon. He was Global Social Media Director for Havas, leading the Emirates Airlines account in Dubai.

Simon will work closely with Edelman’s UK Chief Creative Officer, Emma De La Fosse and Felicitas Olschewski, Chief Digital Officer, EMEA to drive greater collaboration, integration and digital innovation across the agency teams and client portfolio.

On his new role, Simon said, "I'm absolutely thrilled to be joining Edelman. Joining a communications agency with such a rich history is truly exciting and feels like a real milestone in my career. I have long admired the hugely creative work that's come out of Edelman's doors, so to have the chance to become part of the team is a great honour".

Ruth Warder, CEO UK & Ireland and EMEA Brand Chair, said, “In today’s world, it is essential that brands and businesses have the insights and tools they need to stay rooted in culture, connect with audiences in real-time, and deliver impactful, innovative experiences that drive action and build trust. In Simon we have a fantastic leader who will drive innovation and creative solutions for our clients.”

Felicitas Olschewski, Chief Digital Officer, EMEA said, “Simon brings vast experience across consumer tech, social and activation, as well as a background in earned and creative thinking. He is ahead of trends, behaviours and experiential marketing, and equally understands the reputational side of the communications business. He will be integral to our focus on developing ideas that allow brands to reach beyond the screen to inspire action. It will be tremendous to have him on the team and see where he takes our team and clients next.”

What has your journey into Edelman looked like and how did you get into the communications industry?

Having studied marketing at Bournemouth University, I put my degree to use, working initially for a b2b firm near Dartford, before joining the internal comms team at a large TelCo. I started with Edelman’s internal marketing team in October 2020, helping to promote the brand on external and internal channels, spanning the Trust Barometer, events and more. It wasn’t until I’d seen a job posting for a Senior Account Executive on the Xbox team that I’d thought about going client-side.

I learnt a lot with the Marketing team but making that jump turned out to be one of the best decisions I ever made. I’ve been in my current role with Assembly, the Edelman-department for everything Microsoft, since November 2021 and I haven’t looked back. In my current role, my time is 100% Xbox, and I’m involved with UK press office, EMEA market management, creators and partnerships.

What achievement are you most proud of?

Professionally, it’s a toss-up between landing my first piece of coverage for a Halo Infinite Masterpiece sell-in back in 2021, or landing 2x separate pieces of coverage in two outlets that the team hadn’t been able to reach, concerning the Xbox Tartan controller, which marked 20 years of Xbox in Scotland.

On a personal level, running a half-Marathon is up there, alongside hitting a few home runs for the Edelman pitchers, our softball team across Assembly, Brand and Shell.

What do you find most rewarding about the job?

Being trusted by our clients (who are class, by the way) to deliver a high standard of work is certainly great but the sense of achievement I feel when the team wraps on a huge project is up there for me.

Most recently, we completed our first project as a new workstream, hosting select creators for the Dune 2 Worldwide premiere at London’s Leicester Sq for the team’s first premiere activity outside of North America, which tied into the Microsoft Flight Simulator Dune expansion – that was cool.

What are some of the biggest challenges you’ve faced throughout your time at Edelman?

Coming into PR from marketing close to 3 years ago with no media contacts was daunting, but I’m really pleased with the people I’ve forged relationships with. This also extends to our incredible internal and external agency partners, who I speak to on a daily basis, and are a delight to work with.

How do you stay motivated?

I’m lucky enough to have landed a role that I genuinely enjoy and care deeply about, working with some of the smartest people within video games PR. When you’re surrounded by a group of like-minded people who not only want to do cool stuff, but want to do it well, it’s hard not to stay motivated.

If you could offer one piece advice to someone considering a role at Edelman, what would it be?

Not to go all Phil Knight but: Just Do It. There’s a reason that employees stay here for many years and both the people and the culture at this agency play a massive part in that. If you’re naturally curious and are ready to be challenged, then this is the place for you. What have you got to lose?

What do you do outside work to relax?

Working in video games PR is enjoyably challenging, especially during crunchy moments where we’re working on upcoming game releases or global gaming events. It can be difficult to switch off, but one thing that’s really helped me is the training I’ve now immersed myself in: running and Hyrox.

It’s quite difficult to think about anything work-related in these moments. I ran the Brighton half Marathon in February and enjoy getting involved with the local Madison’s run club for exercise, local community and good coffees afterwards. It should also come as no surprise to learn that I play video games too and have just recently finished Baldur’s Gate 3 (10/10) and Dragon’s Dogma 2.

We're looking for an Associate Director to join our Assembly team, working on Xbox apply here.

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About Edelman

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Meet the Makers: Dominic Burt, Senior account manager, Assembly, Xbox