opma health care trends wikibrands presentation (harvestfest)

A  Health  Care  Harvest  –  Reaping  the  Customer  Experience  Crops  and  Plan;ng  the  2015  Seeds    

OPMA  HarvesCest  Toronto  

November  6,  2014  

Wikibrands    -­‐  Reinven/ng  Your  Organiza/on  in  a  Customer-­‐Driven  Marketplace    

Sean  MoffiK  Managing  Director  -­‐  Wikibrands  @seanmoffiK  

#HARVESTFEST

#OPMA #wikibrands #2015trends

@seanmoffitt

@wikibrands

TOP  10  TRENDS  THAT  ARE  RIPE  

 10  HEALTH  CARE  EXPERIENCES  

THAT  NEEDS  TO  BE  PRESERVED  

 REGULATORY  AND  PRIVACY  FUNGUS  AND  MILDEW  

Marketers are Winning Again

We  are  taking  over  the  harvest…    

Owner  of  Technology?    

Owner  of  Customer  Experience?    

Owner  of  Culture  Change?    

Prover  via  Measurement  and  Data?      

Of  30+  different  industries,  Health  Care  is  projected  to  be  the  6th  most  disrupted  industry  segment  based  on  the  power  of  the  technology  and  the  

crowd.    

Source:  2014  Crowdsourcing  Pulsecheck  

Click  through  Rates  

Email Performance

2006   2014  2008   2010   2012  

Source:  Epsilon  

Open  Rates  

Organic Reach of Content Published on Facebook

Source:  Ogilvy  

The Fight for Attention Minutes

Is Pharma a Little Broken? Demanding  Payers    Intense  Compe//on  

More  Transparency  Demanded  

Pa/ent  Ability  to  Pay  

Lingering  Trust  Issues  

???  

Top  Pharma  Solu;ons  beyond  pricing:      #1  New  Service  Models        #2  Direct-­‐to-­‐Consumer  Ini/a/ves      #3  Pa/ent  Adherence      

Source:  Booz  &  Co.  

Top  Marke;ng  Growth  $:      #1  Social  Media        #2  Mobile  Tech      #3  E-­‐Detailing      #4  MD-­‐Oriented  Media    #5  Search  Engine  Op/miza/on  

Source:  Booz  &  Co.  

2015 represents a dramatic shift for marketing

Creative & COMMS. Excellence

content & EXPERIENCE Excellence

Standardized media EMBRACE OF new media and Technology

What brands Believe, know, OR HELP SOLVE AND improve

What brands sell or feature

1

4

8 9 7 6

15 16 14

33 34 32

51 52 50

31

49

19 20 18 17

37 38 36 35

55 56 54 53

23 24 22 21

41 42 40 39

59 60 58 57

25

43

61

28 29 27 26

46 47 45 44

64 65

30

11 12 13

5

48

66 67 63 62

3

ExperienceEntertainmentCurationConnectionInnovationSpeedEfficiency

1.

2.

3.

4.

5.

6.

7.

FreedomCustomizationCollaborationAuthenticityValueGlobalization

8.

9.

10.

11.

12.

13.

78 79 82 83 84 81 80

96 97 100 101 102

10

99 98 87 88 86 103 92 90 89 95 93

69 70 68 73 74 72 71 77 76 75

91 94

Original graph crafted by Blinds.com

114 115 116 105 106 104 110 108 107 113 111 109 112

2

85

PERIODIC TABLE OF MARKETING ELEMENTS

114 115 116 105 106 104 110 108 107 113 111 109 112

2015 – TREND #1 – CONTENT > ADS

The Industry  -­‐  We  are  Doing  It  -­‐  93%  (vs.  60%  in  2013)  

-­‐  …In  More  Places  –  Ave.  of  12  Tac/cs/7  Plakorms      -­‐  ,…By  Inves/ng  More  -­‐  78%  say  more  $$$  in  2014  

-­‐  …And  It  Frustrates  Us  –  95%  of  CMOs            believe  “content”  it  is  their  biggest  challenge  

Sources:  Content  Marke/ng  Ins/tute,  CMO  

THE IMPORTANCE OF CONTENT : The Customer  -­‐  Customers  are  caring  about  it  –  “Interes/ng  

Content”  is  a  Top  3  Reason  People  Follow  Brands  In  Social  Media  

-­‐  Customers  are  ac/ng  on  it    –  clicks  from  Shared  Content  are  5X  more  likely  to  lead  to  purchase  

Sources;  Content  Marke/ng  Ins/tute,  CMO  

THE IMPORTANCE OF CONTENT : The Marketplace  -­‐  It  is  Driving  Performance  –  content  marke/ng    

costs  62%  less  than  those  that  don’t  

-­‐  It  is  Driving  Traffic  –  companies  that  Blog  15X  per  month  get  5X  more  traffic  than  those  that  don’t  

Sources;  Content  Marke/ng  Ins/tute,  CMO  

What is the GOOD Content?

“Content  marke/ng  is  the  horest  trend  in  marke/ng  because  it  is  the  biggest  gap  between  what  buyers  want  and  what  brands  

produce.”  

So…The  Future?  Emo;onal                    or          Data-­‐Driven  

2015 – TREND #2 - emotional

“Emo/onal  Content  is  twice  as  effec/ve  as  ra/onal  content,  par/cularly  awe,  hilarity  and  surprise.”  Source:CEB  and  Berger/Milkman    

2015 – TREND #3 - SMARTER

90%  of  the  data  in  the  world  has  been  created  over  the  last  2  years;    

only  1%  of  it  is  being  analyzed,    it  will  grow  12  fold  to  40  zerabytes  by  2020.  

SOCIAL MEDIA is Morphing – 6 Forces

@seanmoffir   32  

MOBILE   LOCATION  

DATA  

SOCIAL  MEDIA3  

SENSORS   CROWDING  

Early  Warning  Insights  

2015 – TREND #4 – MORE SO LO MO

Mobile  -­‐  half  of  email  subscribers  now  open  up  emails  in  mobile  ,  yet  42%  of  marketers  rarely/never  use  responsive  design  in  their  emails/mHealth  will  be  $27  billion  by  2017  

Local    -­‐  Loca/on-­‐based  mobile  media  will  double  in  market  size  by  2017  

Sources:  Internet  retailer,  Cisco    

Social    -­‐  social  commerce  3X  as  fast  as  ecommerce/  na/ve  social  content  &  ads  will  be  40%  of  spend  

THE RISE OF NATIVE CONTENT AND ADS

2015 – TREND #5 - VISUAL

Be  the  First  

2015 – TREND #6 - PERSONALIZED

“The  only  way  to  win  at  content  marke/ng  is  for  the  reader  to  say,  ‘This  was  wriren  specifically  for  me.’”  

•  41%  of  customers  buy  more  when  emails  are  personalized    

•  73%  of  shoppers  prefer  personalized  experiences      •  …yet  web  personaliza/on  is  currently  10th  on  list  of  

marke/ng  web  priori/es  

Mash  Up  Technology  -­‐  Novar/s  

2015 – TREND #7 – HYPER-CONNECTED

In  developed  worlds,  we  will  each  have  26  smart,  connected  objects  per  person  by  2020.  

Smart  Technology  –  Pixie  Scien/fic      

TREND #8 - AUTOMATED

The  average  lifespan  of  a  tweet  is  12  minutes;    a  Facebook  post  is  30  minutes.  

 64%  of  content  marketers  biggest  challenge  is  

producing  enough  content.  

2015 – TREND #9 - IMMERSIVE

2015 – COUNTERTREND - PRIVACY

53%  Data  Pragma;sts   31%  Data  Unconcerned   16%  Data  Fearful  

EmoFonal  

Open  

Open  

Human  

“Companies  need    to  catch  up  to  the  way  that  

humans    now  actually  work  and  live.  Customer  context,  /meliness  

and  in/macy  are  a  vital  founda/on  for  content.”  

Agile  

Behavioral  

Personal  

“There  are  more  smart  people  outside  your  company,  than  

within  it.  It’s  the  law  of  numbers,  Be  adap/ve.”    

Reid  Hoffman,  LinkedIn  

Crowds  like  to  par/cipate,  but  somebody  has  to  lead  them.  

Curated  

Curated  

Customer-­‐Centric  

WE-­‐Powered  

“Lots  of  companies  don't  succeed  over  /me.  What  do  

they  fundamentally  do  wrong?  They  usually  miss  

the  future.”    Larry  Page,  CEO,  Google.  

Integrated  

InnovaFve  

Tech-­‐enabled  

Health:  Automa;cally  track  blood  pressure,  weight,  and  ac;vity  

Safety:  Automa;cally  light  your  en;re  path  to  

the  bathroom  at  night  

No/fy  of  water  leaks  or  flooding  while  you’re  away  

Get  an  alert  when  medicine  cabinet  opens  or  closes  

No/fy  when  someone  is  at  the  door,  or  when  it  opens  or  closes.  

Home  Technology  Applica/on  Areas  Caregivers:  Monitor  fridge  door  to  track  

meal;mes  

Get  an  reminder  when  the  stove  is  le^  on  

New forms of content - The Connected Home?

“In  2015,  it  all  starts  with  the  story.  If  you  

don’t  have  a  good  story,  find  it.  And  if  you  can’t  tell  a  good  story,  learn.”  

Immersive  

Visual  

Causeworthy  

Causeworthy  

Causeworthy  

“It’s  not  what  you  do  with  your  product,  it’s  what  

they  do  with  it.”  

Shareable  

Experience-­‐Building  

Solves  Life  

“Without  strategy,  content  is  just  stuff,  and  the  world  has  enough  stuff.”        

Arjun  Basu  

Resourceful  

Data-­‐driven  

Commerce-­‐driven  

YOU JUST DON’T SELL PILLS ANYMORE

CUSTOMER EXPERIENCE MAPPING

Exchange  Everyplace  Experience   Evangelism  

Pa;ent   Dr.   CareGive  

Admin.  

Pharm.  

Current  

Credi-­‐ble  

Conn-­‐ected  

Sell-­‐  ing  

Prof.  

Cons.   Value     Cost    

Unaware  

Customer  

Marketer  

Ini/al  Pain/Concern  

Advance  Research  

Visit/Evalua/on  Interven/on/Treatment  Prescrip/on  

Payment  Support/Monitoring  Sustaining  Treatment  

Loyalty  

Lifestyle  Change  

Pass.  Evangelist/Referrer  

Fundraiser/Advocate  

WHERE  IS  YOUR  BIGGEST  PLEASURE  OR  PAIN  POINT?  

i. The average wait in a doctor’s office is 21 minutes

…yet  they  only  have  12-­‐15  seconds  to  explain  their  problem    

 Fric/on-­‐Free  Check-­‐Ins  

ii. 83% of patients don’t follow treatment exactly as

prescribed

iii. 55% of patients are not contacted between doctor office

visits

…yet  42%  are  more  likely  to  be  compliant  if  they  receive  

encouragement  from  doctor    

iv. 93% of patients want to manage their healthcare online

v. 76% of patients believe pharma companies have an obligation to

provide information and services that complement what they sell

Incent/Gamify  Adherence  -­‐  Lifevest  

vi. 50% OF Social media users have consulted health in social,

TWIce as Developed among youth

#1  Support  Health-­‐related  

causes  

#2  Comment  on  other  health  experiences  

#4  Join  health    forums  or    

communi;es  

#3  Post  about    health  

experiences  

#5  Track/share    health  symptoms/  

behavior    

#6  Post  reviews    of  doctors  

#7  Post  reviews    of  medica/ons/  treatments  

#8  Share    health-­‐related  Videos/images  

Source:  PwC  

vii. 39% OF people act as Caregivers for someone else

…and  they  are  52%  more  likely  to  consult  health  online  

viii. PharmaceUticals LAGS OTHER INDUSTRIES AND HEALTH CARE

PLAYERS IN TRUST

ix. 68% of patients are online several hours per day and prefer pharma companies to get in touch

through digital channels

x. Technology can replace 80% of what doctors do

New forms of content - The Connected PHYSICIAN?

Regulatory and Privacy Fungus and Mildew

Directly  

•  Within  Indica;on/Within  Adver;sing  –  Follow  the  Rules  

•  Adverse  Drug  Reac;ons  –  automate  •  Self  Regula;on    -­‐  Guidelines/Digital  Rules  •  Community  Building  –  Fence  Around  Your  Brand  

Indirectly  •  Visualiza/on  vs.  Statement    •  Awareness  >  Adver/sing  •  Corporate  Brand  Name  and  Storytelling    •  Partnerships/Chari/es  •  Employee  Stories/Data  •  Pa/ent  Stories/Data  •  Business  Extensions/Features    •  Be  the  First  

Your HARVEST Marketing Transformation

•  Join  the  Impact  Age  –  personalized,  immersive  and  smarter  customer  experiences  and  marke/ng  

•  You  are  no  longer  just  pill  sellers  -­‐  you  are  experience,  pa/ent  and  physician  engagement  managers  

•  Ignore  the  ten  2015  trends  at  your  peril  –  be  lez  and  right  brained  

•  Develop  a  culture  of  company-­‐wide  purpose,  trust,  engagement  and  content  –  top-­‐down  and  borom-­‐up  

 •  Develop  marke;ng  competencies  across  all  7  Chief  Content  officer  areas  NOW  

@seanmoffir   @wikibrands  #harveskest