diabetes presentation final

A Diabetes Management Suite (No Added Sugar)

Table of Contents

Overview & Background• Mission Statement • Brainstorm Questions • Situation Analysis

• Sharecare Product • Research Questions &

Methodologies • Summary of Findings • SWOT Analysis

pg. 3 pg. 4 pg. 6 pg. 7 pg. 17

pg. 19 pg. 28

Marketing & Communication• Objectives and Strategy • Consumer Profiles • Creative Concept Brief

• Creative Concept Table • The Campaign:

• Providers • Patients • Evaluation Methods • Cost

pg. 30 pg. 31 pg. 33 pg. 34 pg. 35 pg. 36 pg. 38 pg. 43 pg. 44

Mission Statement: To acquire 1 million new users to come to Sharecare and complete the RealAge Test.

Who is the target audience?Initial Brainstorm Question:

Initial Brainstorm Question: Who does Sharecare want to help?

Situational Analysis

Created in 2010 by Jeff Arnold and Dr. Mehmet Oz, Sharecare is a health and wellness engagement platform providing a personalized experience to bring the exam room to the living room

Created in 2010 by Jeff Arnold and Dr. Mehmet Oz, Sharecare is a health and wellness engagement platform providing a personalized experience to bring the exam room to the living room

HEALTH PROFILE

One profile architected for delivering ultrapersonalization and maximizing

interoperability

RETAIL PROFILE

SOCIAL PROFILE

FINANCIAL PROFILE

PROFESSIONAL PROFILE

RealAgeTest

DynamicProfile

PersonalizedContent

Programs

HealthTrackers

EmailEngagement

AskMD MedicalRecords

Patient-ProviderConnection

FrictionlessInsights

StressManagement

PatientScheduling

Transparency Telehealth

Sharecare CapabilitiesEXISTING CAPABILITIES UPCOMING CAPABILITIES

RealAge Test: Core health metric

41M+ RealAge Test

Takers

Initial Brainstorm Question: Who is the target audience?

Initial Brainstorm Question: Who is the target audience?

• Those who are required to use the platform • Those who want to become healthier • Those who need to become healthier

Initial Brainstorm Question: Who does Sharecare want to help?

Initial Brainstorm Question: Who does Sharecare want to help?• Fitness-philes/ Fitness-wannabes? • Patients?

Initial Brainstorm Question: Who does Sharecare want to help?• Fitness-philes? • Patients?

Research Questions & Methodologies

Research Questions & MethodologiesResearch

Questions

• What patient population is large enough to capture 1 million new users, yet small enough to be influenced by a grassroots campaign?

• What are the demographics of this population?• Does this population use any existing health and wellness

platforms (are there competitors?)• What are the behaviors of this population?• How can we reach this population? (What communications

channels are best suited to reach this patient group?)

Methodologies

Primary:Quantitative:• Scientific JournalsQualitative:• Scientific Journals• Online Blogs

Secondary:• Online Periodicals

Chronic DiseasesSummary of Findings

CDC Statistics- As of 2012 about half of all adults (117 million

people) had one more more chronic diseases - One of four adults had two or more conditions- Seven of the top 10 causes of death in 2010

were chronic diseases- Heart disease and cancer account for

nearly 48% of all deaths

Prevalence of Chronic Disease in the U.S. (in Millions)

0

17.5

35

52.5

70

Arthritis Cancers DiabetesHypertension Asthma Mental Illness

** 3.4% of Diabetics number 1 million **

DiabetesSummary of Findings

A Growing Public Health Problem

- 29.1 million Americans are already diagnosed with diabetes (9.3% of the population)

- Diagnosed population projected to double by 2034 to 44.1 million

- In 2012 86 million Americans aged 20+ had pre-diabetes

A Diverse Population Effected

- 25.9% are aged 65+- 1.25 million American children and have Type 1

diabetes- 15.9 % of American Indians- 12.8% of Hispanics- 9% of Asian Americans

Diabetes DemographicsSummary of Findings

Behaviors of DiabeticsSummary of Findings

Barriers to Self-Care

- 2009 study published in The American Board of Family Medicine Journal:

- Cost- Depression- In-adequate self-care behaviors- Forgetfulness

- 2015 Washington Post Article:- Medical Illiteracy

- (medication instructions/ daily routines often too difficult to understand for average patient)

Self-Care Behaviors

- Taking medication- Following a diet- Exercising regularly- Testing blood glucose

Online Platforms Effective

- 2015 study in Diabetes Care:- Findings: Internet-based Diabetes

management platforms improve care and outcomes for Urban Latino population

- Recruitment Rate: 79.0%- Retention Rate: 88.5%- Lower Diabetes Stress- Lower Social Stress- Reached more HbA1c Targets

Leading Diabetes Healthcare PlatformsSummary of Findings

Humana’s MyDiabetes Path

An online portal that allows Humana patients to understand their condition. monitor their progress, manage their medication, and browse lifestyle management content.

Diabetes Healthcare PlatformsSummary of Findings

MyDiabetesHomeA platform that allows patients to chart their blood sugar levels, manage their many medications, and receive personalized content.

Diabetes Healthcare PlatformsSummary of Findings

GlookoA platform available on mobile and web that can connect directly to its users medical devices and maintain their data.

Features Sharecare Humana MyDiabetes GlookoPersonalized

ContentSupport

CommunityWellness ProgramsReminder

NotificationsSimple

Information/ UIGlucose

Tracking/ ChartsEquipment Integration

Mobile App

Price Free Humana Exclusive

Free or $29.99/ year $59.50/ year

Sharecare versus CompetitorsSituational Analysis

Current Issues & Sharecare’s Resolutions

Resolutions• Consolidation:

• “All your health in one place”• Efficiency:

• A complete catalog of healthcare services

• Cheap:• Free to sign up for all

consumers

Issues• Fragmentation:

• No one comprehensive platform• Inefficiency:

• Services missing across all platforms

• Expensive:• Diabetes patients already spend

a lot of healthcare

Situational Analysis

Strengths • “All your health in one place”• Sharecare offers more content than all of the

Diabetes Management platforms combined.• Sharecare is free for individual customers• Sharecare provides medical knowledge in an

easily understandable manner• Sharecare is available on web and mobile• Sharecare uniquely offers wellness programs

and support groups• Already existing partnership with HCA

Opportunities

• Only slight alterations to our product can filling feature “holes”

• The fragmentation of the “diabetes management” market

• Partnership opportunities with “poker” manufacturers

• Partnership with providers so they can obtain more accurate data on patients

SWOT Analysis Research

Weaknesses

• Sharecare is missing a glucose tracker• Sharecare lacks integration with Diabetes

hardware• Sharecare is missing a “reminders” feature

Threats

• New competitors fighting in a crowded marketplace

• Insurance companies locking patients into home-brewed platforms (like Humana)

• Lack of computer literacy for older diabetics

S

O T

W

Marketing & Communication

Marketing & Communication

Marketing & Communication

Objectives:• To raise awareness about

Sharecare’s new Diabetes Management Suite

• To capture 1 million new users who complete the RealAge Test

• Referrals from 1000 endocrinologists (11%)

• 2000 Physician Certifications

Strategies:

In order to spread awareness, the campaign will be split into two parts, one directed are providers, the other targeted at patients. To target both groups, e-mail blasts, magazine/

journal advertisements, freebies, and a referral program will be employed.

Rationale:

By inundating providers and patients through multiple trusted channels, both online and offline,

hopefully word will spread regarding the absolute superiority of

Sharecare’s product. Doctors are expected to recommend the

platform to patients, in order to obtain more accurate data on blood glucose levels, while patients, who can trust Sharecare with their lives,

will recommend the platform to family and friends.

Consumer ProfilesMarketing & Communication

Provider PatriciaPatricia invests a lot of time caring for her patients. However, when she communicates to her patients about routines that can help manage these conditions, she often feels as if there is a communication gap. Furthermore, Patricia must solely rely upon trust that her patients abide by these routines at home when they leave the exam room.

Patient PatrickPatrick would love to manage his diabetes, but often has issues understanding the instructions given to him by his doctor. Furthermore, with all the medication, diet, exercise, and finances required to manage his condition, Patrick often feels discouraged, depressed, and powerless.

Consumer ProfilesMarketing & Communication

Creative Concept Brief

The Campaign

Logos:

Tone:

Motivating, Simple, Empowering, Confident, Approachable, Trustworthy, Authoritative,

Conversational, Welcoming, Caring, Personal, Informative

Fonts:

Proxima Nova

Colors:

Marketing & Communication

Phase: Providers Patients

Communication & Objectives Raise awareness of Sharecare’s Diabetes Management Suite Receive 1 million completed Real Age Tests

Timing Fall 2017 (September) Winter 2017 (December)

Tactics

Email blasts Cold-calls

Freebies (SWAG) Ads in Medical Journals

Reviews in Medical Journals Platform Demos/ Certification Program

Referral Program

Email blasts Freebies (SWAG/ Diabetes related)

American Diabetes Association Profile Twitter Influencers

SEO Curating more Diabetes-centric Content

Diabetes-Device manufacturer partnership/ literature Referral Program

Consumer Call-to-Action “Share Sharecare with your patients” “Ensure better outcomes for your patients” “Manage your diabetes with Sharecare”

Consumer Action

Check E-mails Answer Phone Calls

Read Journals/ Reviews Watch/ Attend Platform Demo

Collect Freebies Share Sharecare with Patients

Check E-mails Collect Freebies

Read ADA Website Search for Self-Care Methods on Google

Sign up for Sharecare Take the RealAge Test

Creative Concept Table

The Campaign

Phase One Providers

The Campaign

Email Blasts:

Emails targeting healthcare practitioners for diabetics will introduce them to the platform, create awareness, and offer multimedia demonstrations of Sharecare’s Diabetes Management Suite features and benefits.

Cold Calls:

Cold calls will reinforce the e-mail blasts and outline for doctors the features to which they can obtain more accurate data on their diabetic patients, as well as ensure their self-care outside of the exam room.

Platform Demos/Certification Program:

Demonstrations, via webinar, will show providers exactly how Sharecare’s Diabetes Management Suite will provide them with more data on their patients as well as assist their patients with self-care measures. At the end of a webinar, physicians will completed assessment in order to receive their “Sharecare Certification”.

Freebies:

Sharecare branded freebies, like office mugs, pens, and T-shirts can expose patients to Sharecare branding and motivate them to inquire with their provider about the product.

Diabetes CareThe Campaign - Providers

American Diabetes Association’s Journal

- A journal for the diabetes health practitioner- Highest ranked peer-reviewed journal for

diabetes treatment and prevention- Contains articles and studies on emerging

treatments and technologies- Circulation of 7,000

Phase Two Patients

The Campaign

Email Blasts:

Informative multimedia-embedded e-mails explaining the tools and benefits of Sharecare’s Diabetes Management Suite will be sent out the subscribers of diabetes publications, such as the American Diabetes Association and Diabetic Living.

SEO:

Sharecare needs to be the first listed whenever a diabetes patient searches “Diabetes Management Platform”.

Phase Two Patients

The Campaign - Patients

Freebies:

Freebies will provide diabetics withproducts involved in their self-care regimen. • Testing Strips• Socks• Travel Kit Cases

Diabetes ForecastThe Campaign - Patients

ADA’s Consumer Magazine

- 60-year-old publication- Offers “a glimpse of the future of diabetes care”- Often features celebrities who have diabetes

on the cover- 500,000 copies circulated- 300,000 paid subscribers

Diabetes InfluencersThe Campaign - Patients

Popular Diabetes Twitter Users

- @crankypancreas - thousands of mentions- @diabadass - 750 follows, but has a popular

blog- @ninjabetic - 7.5k followers

Success Story VideosThe Campaign - Patients

Heartfelt Videos

Humana creates a series of videos that show success stories of diabetics who have learned to manage their condition with the assistance of their Diabetes Management platform.

Success Story VideosThe Campaign - Patients

IBM’s Watson

IBM showcases the ways to which their technologies revolutionize the medical field.

Success Story VideosThe Campaign - Patients

Intel’s “A Better World”

Intel showcases how their microchips and data systems transform the world for the better.

Evaluation Methods

The Campaign

Referral Program:

By offering benefits for those that refer patients, we can gauge the effectiveness of the campaign.

Rewards:

Providers will be given a deduction from the cost of their Sharecare subscription for each patient they get to use Sharecare

Patients can receive special swag per friend, family member, or diabetes patient that they refer.

Cost

The Campaign

Item: Cost:*Product Development ???

*E-mail Lists $75 per million emails

*Cold Calls Free

*Influencers Free

*Magazine/Medical Journal Ads

$50 CPM ROS ~ $4,500 x 12 1/4 Page Color Print Ads - Diabetes

Care ~ $14,500 x 6 1/4 Page Color Print Ads - Diabetes

Forecast

*SEO Free

Provider Freebies ~ $6000 (5811 endocrinologists in the U.S.)

Patient Freebies ~ $10,000 (1500 Testing Strip Kits)

*Success Video Segments: $500 each

Total: $163,725

Major Takeaways

The Campaign

• Obtains reliable, engaged users• Improves Sharecare’s demographics• Adaptable plan to other chronic diseases• Improves Sharecare’s product• Potentially launches new partnerships

Thank You