marketing in the age of person-centric healthcare
Post on 21-Apr-2017
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Hello!
Peter Fasano Global Consulting Principal,
Digital Strategy OgilvyRED @PFasano
Ritesh Patel EVP, Chief Digital Officer Ogilvy CommonHealth
@ritters90
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For which we fielded a survey
Methodology: • Econsultancy fielded an online survey in September of 2015
• The survey closed on September 16th with a total of 150 qualified respondents.
• The sample reflects a range of industries within healthcare.
• Pharmaceuticals, medical devices and direct healthcare providers comprise the largest subgroups.
• The study was aimed at midmarket to large organizations.
• The highest concentrations of respondents were at companies with over $1.5B, at 43%.
• All respondents were at manager level or above, with 27% in senior management.
• Over 90% of responses originated in North America or Western Europe/UK.
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Healthcare lags
21%
31% 34%
14%
19%
41%
36%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
We are leading the way and are part of the digital disruption in our sector
We are fast followers We are threatened by disruptive forces in our
industry
We don’t see much change in our sector
Thinking about how digital technology has disrupted your industry, which statement best describes your
organization today?
Healthcare All Sectors (8/2014)
Healthcare moves at its own pace, even in the digital realm. Respondents are significantly more likely to report “no change” than their peers from other sectors (14% vs 4%).
But for the majority that are under pressure to evolve, more than one-third describe themselves as “threatened by disruptive forces.”
Where these companies fall on the spectrum may well be a function of their relative distance from the end consumer. Parts of healthcare are uniquely insulated from some aspects of the new, customer-centric physics of today, at least for now.
But throughout these findings we’ll see that gap narrowing, thanks both to external forces and internal efforts.
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What will force innovation ?
Which of these do you think will have the most impact on healthcare marketing in the next 24 months?
Figure 2 says two things very clearly. First, that there are multiple stimuli encouraging healthcare and healthcare marketing. Second, no one trend dominates - there’s significant variation within the sector.
Changing patient behavior is the best friend of the digital marketer trying to drive innovation and transformation. While it’s not an acute issue, it’s pervasive and chronic, with three-fourths of organizations citing its effects.
Some issues are of particular interest to one part of the industry, but not another. The most striking example is the shift to outcome-based payments, which is only cited by 30% of respondents but is the top issue for two-thirds of them, likely direct HCPs .
21%
17%
12%
12%
26%
13%
5%
10%
14%
21%
14%
35%
4%
8%
14%
19%
18%
27%
30%
35%
40%
52%
58%
75%
0% 20% 40% 60% 80% 100%
The shift to outcome-based payments
The growth of connected devices including wearables
Rise of social media and peer contribution in the decision making process for patients and HCPs
The availability of new sources of data about patient behavior and treatment efficacy
The rise of the digital healthcare provider / changing use of information sources for deciding on approaches
Changing patient behavior: use of mobile, using 3rd party medical information, online research, etc.
First choice Second choice Third choice
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Data is the next frontier
9%
10%
12%
17%
23%
28%
22%
32%
36%
43%
47%
50%
50%
40%
30%
17%
18%
6%
8%
5%
0% 20% 40% 60% 80% 100%
Developing policies in line with privacy regula?on for gathering, permissioning and using it correctly
Collec?ng/managing very high volumes of data securely
Developing pa?ent insight from exis?ng data sources (CRM, medical databases, etc.) and integra?ng into marke?ng
programs
Collec?ng/managing very high volumes of data quickly
Developing pa?ent insight from emerging data sources (ie wearables, etc.) and integra?ng into marke?ng programs
Thinking about pa?ent data, how prepared is your organiza?on in the following?
Very unprepared Unprepared Somewhat prepared Very prepared
Figure 3 suggests that Healthcare is no stranger to data, but using it quickly and flexibly is a challenge.
Two-thirds of respondents say that they’re unprepared to extract insights from emerging data sources and another 44% are no more comfortable with existing data sources.
The industry’s strength is with volume. The majority of companies say they’re well prepared to deal with high data volumes.
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Make your Content Searchable
Content should be Searchable, Findable, Spreadable, Reusable and Mashable
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70% SYMPTOMATIC To figure out what condi?on they might have before seeing a doctor
52% PRE-‐APPOINTMENT To understand what to discuss with a doctor
84% POST-‐DOC To learn about treatment op?ons a^er receiving an ini?al diagnosis
61% CONSIDERATION To learn about Rx treatment choices and side effects 64%
SWITCHING To research alterna?ve treatment side effects online when thinking about switching a Rx treatment
Pa?ents turn to search throughout their journey
source: Manhaean Research, Google Consumer Study 2015 among online pa?ents
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Patient Communities Are Thriving
We are increasingly creating niches of “Likeminded” people gathering in online places
– Seeking advice from each other – Helping each other – Sharing experiences
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Because they enable connections and defy Isolation
Because of Online Health Communities, patients are no longer limited to those in their immediate contact, they have access to others around the globe with whom they can share experiences, fears, inspiration and information.
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Understand and Support Them Across the Patient Journey
MD & CARE TEAM Diagnostic /
Treatment Support & Information
FAMILY & FRIENDS Support, Day to Day
Care
PHARMACEUTICAL COMPANIES
Access to life saving treatments &
medication support
OTHER PATIENTS Empathy
Information Real World Experience
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• The Most Proactive – The most likely to seek out options for all aspects of the patient journey – treatment, how to
manage insurance challenges, how to find the best doctors
• The Most Vocal – The most likely to talk with their doctor about treatment and challenge their doctor if they don’t
feel their treatment is working
• The Most Influential – The most likely to share their
experiences with others
Why Patient Communities Should Matter to Pharma
• These are the patients that are the most proactive, vocal and influential in finding solutions and the best treatment
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A Few are Influencing Thousands
10%
20%
70%
Unique Community Visitors Per Month on MedHelp.org • Women’s Health – 1,700,000 • Dermatology – 1,525,000 • Mental Health - 483,352 • Cancer - 282,562 • Allergy - 233,584 • Respiratory – 192,193 • Hepatitis C – 94,000 • Migraine & Headache – 99,000
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Be Involved in the Conversation
Understand the Impact the Patient Voice Has for Your Therapeutic Areas and Become Active in the Conversation
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Steve Jobs"
“"”"
I think the biggest innovations of the twenty-first century will be the intersection of biology and technology. A new era is beginning."
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One profile architected for delivering ultrapersonalization and maximizing interoperability!
Health Profile"
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Frictionless Insights"
Patient-Provider Connection"
Transparency"
Telehealth"
Patient Scheduling"
AskMD"
Health!Trackers!
RealAge Test"
Programs"
Email Engagement"
Dynamic Profile"
Personalized Content"
Medical Records"
Prescription Apps"
Brain Health"
ShareCare Health Profile
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Data-driven Dialogue"Health Profile"
5B !Health data facts"
Dynamically delivered based upon users’ interests and health needs with topics ranging from A-Z "
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Consumer Driven Data"
62.1M"total number of "“opted-in” users"
950K+"new members added each month"
HEARTBURN/"DIGESTION"
10.3M!HIGH CHOLESTEROL"
6.1M!BACK PAIN"
5.7M!DIABETES"
5.6M!ASTHMA"
4.9M!CHRONIC PAIN"
2.4M!
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A Day in the Life"Jennifer Cooper !Nashville, TN - Diabetes Patient"RealAge 46.8 (3.6 years older)"
7am" 11pm"Noon"
Wake up:!8 hours sleep!
Early bedtime"
Missed breakfast"
Bad traffic during rush hour"
Productive Conference Call"
Healthy snack"
Daily weigh-in"
Unhealthy lunch"
Moderately healthy meal"
Take daily vitamin D pill"
Stressful/Intense meeting"
Stressful Conference Call"
Unhealthy snack"
Phone call with your spouse"
Social discussion"
Extended period of sitting"
Stressful Conference call"
Personal call with college friend"
Listened to happy music"
5 mile run"
Uneasy phone call"
Positive meeting"
High blood pressure reading"
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Watson Health: A Cognitive System
Reads and Sees Watson can read and understand millions of images & documents. • Medical Texts • Evidence-Based Guidelines • Peer-reviewed Articles • Clinical records • Medical Image Data
Generates and Evaluates • Watson searches, extracts candidate recommendations scores and ranks decisions
Learns and Adapts • Decisions being made by leading Physicians feed the engine
Interacts & Engages • Understands and engages me • Learns and improves over time • Helps me discover • Establishes trust • Has endless capacity for insight • Operates in a timely fashion
Enhance, scale, and accelerate expertise across the domains of health and wellness, and facilitate collaboration across the communities of care
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Solutions
Population Health Management
Condition Specific Care
Health and Wellness
Social Programs
Discovery Solutions
Real World Evidence
Individual
Social Programs
Education
Governments
Home Health Agencies
Practitioners
Hospitals
Therapists
Health Plans
Family
Public Health
Medical Devices and Diagnostics
Bio-Pharma
Employers
Payers
Data
Insights
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Population Health Management
Identify care gaps and
deliver timely, coordinated care
Social Programs
Ensure that care
approaches address individuals' social context
Real World Evidence
Uncover health
interventions to inform care approaches
Condition Specific Care
Apply best care protocols
to manage chronic conditions
Health and Wellness
Empower individuals to
live healthier, more productive lives
Discovery Solutions
Accelerate research
and improve treatments
... Exogenous data Med device Lab &
diag. Clinical Genomic Payments & Claims ... Terminology &
taxonomy Published
texts Scientific journals
Medical guidelines
Patient cohorts Disease progression
Risk Factors
Population Analytics
Adverse events Drug efficacy Comparative effectiveness
Pricing models
Provider segmentation
Sales deployment Marketing effectiveness Off-label use
Patient-trial Matching
Site Selection
Insights as a service delivered by Watson Health platform
Data and Knowledge Ingested by Watson health Platform
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• Content – Searchable – Findable – Shareable
• Patients – Communities – Opinion leaders
• Data – Mobile – EHR – Artificial Intelligence
Summary
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