Download - 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