innovation for healthcare marketing

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Segue :brand story and toolkit Innovation Lab Inspiring game-changing ideas

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Page 1: Innovation for Healthcare Marketing

Segue :brand story and toolkit

Innovation LabInspiring game-changing ideas

Page 2: Innovation for Healthcare Marketing

What companies do you think of as innovative?

(no wrong answer!)

POP QUIZ

Page 3: Innovation for Healthcare Marketing

The world’s most innovative companies have one thing in common.

FacebookAmazonAppleGoogleHuaweiFirst SolarPG&ENovartisWalmartHPHuluNetflixNikeIntelSpotifyBYDCiscoIBMGEDisney

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They know innovationcan come from anywhere

Not just from special people in special rooms

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INNOVATIONis the laying, incubation and

hatching of that egg

INVENTIONis the laying of the egg

Innovation can’t be created by any one person or discipline

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Segue :brand story and toolkit

Meet us.iQ, the digital lab of GSW Worldwide

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Across GSW’s global network, hundreds of digital specialists solve client problems with imagination, insight and – ultimately – innovation. Often their ideas point not just to solutions, but to new opportunities.

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THAT’S WHERE iQ COMES IN

“We're a lab where digital experimentation becomes marketing innovation.

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iQ’s mission is to bring bold, break-through innovations to our clients in fast-changing areas like mobile, social and tablet computing. Through big ideas, tangible prototypes and easy-to-share concepts, we bring new kinds of competitive advantage to healthcare marketing.

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We share our ideas in three ways:

New products and services

Innovation theaters

Workshops and thought leadership

Every quarter we rapid prototype some of our best new ideas into tangible examples of what could change healthcare marketing

Once an innovation is proven and piloted, we help make it turnkey so that getting started is just a phone call away

We share our perspectives on what’s next and why it matters in our blog, research and 101 technology sessions

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Segue :brand story and toolkit

Why innovation mattersThe creative imperative

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Why innovate?

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“No matter what anybody else tells you: corporations achieve competitive advantage through acts of innovation. PETER DRUCKER

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+Innovation helps us combat the four growing problems that sap the hard-won advantages we have todaySETH AND LEIGH

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1. The India Problem.Or: How to compete

against a billion people

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15%That’s more than the entire population of the 2nd largest economy

If just 15% of its population is talented, ambitious, college-educated

It’s larger than the working population of the world’s largest economy

If 85% of India is left behind, they will still have more talented, ambitious, upper class citizens than the U.S. has workers

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2. Race to the Price Bottom.

Or: A bigger problem than India

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Any task that is routine can be outsourced

and many can be automated

>

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3. The Abundance Problem.

Or: Selling in an age of comfort

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98% Of American households have a color television – this despite a persistent 13% - 17% poverty rate.

88%Have cell phones - each one holding more computing power than existed in the world when my grandparents were my age.

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Enter: The

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Number sold in the first 60 days:

Number of people who knew they were missing one 6 months ago:

2 million

zero

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4. More incremental change.

Or: continuous cannibalization

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“When man or nature or Gillette has not yet found a good solution to a problem, we tend to stick closely to whatever looks even marginally plausible ADAM GOPNIK

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Introducing: that 5th blade you’ve always wanted(But still no whole new way to eliminate unwanted hair)

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Overcoming these challenges to create growth takes artistic, cognitive skill. Bold, innovative acts. Today, value is created when we give people something they always needed, but never knew to ask for.

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Segue :brand story and toolkitInnovation in practiceHow 8 companies are actively fostering innovation

Page 30: Innovation for Healthcare Marketing

At Microsoft, the gamers build the games

Blur the line between us and them1

• When it comes to gaming, Microsoft believes empathy = growth

• They want every employee to have a gut-level intuition for the people who buy their products

• So they hire them. Hardcore gamers developed their first console

• Those gamers successfully navigated the tradeoffs and compromises of the development process to create a system people like them would want to play

• “The big difference between Xbox and Zune was the customer target. With Zune, we didn’t know who we were building it for. With Xbox, we knew those guys. Hell, we were those guys.”— Xbox team member

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Atlassian sponsors FedEx days

Make time for innovation2

• This Australian software company does something unusual once each quarter: they tell their software developers to work on anything they want, any way they want, with whomever they want

• They just have to show the results to the rest of the company at the end of 24 hours

• They call these "FedEx days," because you have to deliver something overnight

• That one day of intense creation has produced a whole array of software fixes, ideas for new products, and upgrades for existing products.

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Best Buy’s biggest idea started under a desk

Empower and elevate skunk works3

• Best Buy’s Gary Koelling and Steve Bendt had a fundamentally simple idea: Use technology to enable employees to share their perspectives

• Their mission: a covert one to find out what life in the stores was really like

• The real moment of innovation:When their boss elevated their work

• What they created was the now famous: Blue Shirt Nation, an internal communications platform that generates thousands of conversations across the company

• The result, more information, more issues, more solutions, more ideas, more impact — and a corporate culture that is beginning to appreciate that buy-in brings out the best in employees

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Exxon worked for 20 years on a problem an outsider cracked in 24 hours

Know when to be a solution finder4

• As information becomes richer and challenges become more discreet, no one will be able to solve every problem

• Twenty years after the Exxon Valdez oil spill, there was still a lot of oil on the ocean floor

• After decades of working on the problem, Exxon decided to look outside its walls for help. Not to another consultant or expert, but to the crowd

• Within 24 hours, an Illinois chemist from the concrete industry realized he knew the answer. He faxed in the answer and a day later was talking with the people who – with him – could restore the ocean floor

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Red Gate Software found that the hardest part is the ask

Challenge the orthodoxy5

• You don’t know until you ask

• Redgate’s sales team was compensated on a typical commission structure

• It wasn’t working for anyone – sales people gamed it; execs micromanaged it

• One of the founders had the radical idea of getting rid of it and just paying people a fair wage

• Each sales leader liked it, but said the others wouldn’t go for it

• In the end – everyone wanted the same thing, but no one wanted to be the one to ask

• Sales, collaboration and morale have all gone up since the change

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Bayer figured out what was in hand and used it

Apply the three-minute rule6

• What is your customer doing three minutes immediately before and three minutes after he uses your product or service

• The idea for Didget came from a parent (Paul Wessel) of a child with diabetes

• Paul’s son was constantly losing his blood glucose meter, he could always find his Game Boy

• That insight led him to create a device that would help his son manage his diabetes

• A first-of-its-kind blood glucose meter that connects directly to Nintendo DS™ gaming systems to help kids manage their diabetes by rewarding them for consistent testing habits

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Memorial Sloan Kettering found answers in what people said to each other

Don’t ask, listen7

• When Ellen Sonet, VP of marketing at Sloan-Kettering, was faced with the challenge of how to market the new cancer center, she turned to the people

• Through a partnership with National Comprehensive Cancer Network (NCCN) she was able to host a private community on Communispace

• There, they listened while the members talked about how they made their decisions about where to receive care

• The answers changed their marketing. From patient-focused to primary-care physician focused. From print to search-rich online.

• They also made marketing a go-to resource to execs and docs alike

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RockYourRefund doesn’t rock the bottom line

Embrace failure8

• TurboTax needed to attract more young users

• Its ill-fated RockYourRefund campaign tried to combine tax-filing drudgery with hip-hop style

• Learnings from the flop entirely changed the way Intiut markets to 20-somethings

•The case was profiled in one of their "When Learning Hurts” sessions and received an award from the CEO for being a learn-worthy flop

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Segue :brand story and toolkit

Innovation Case StudiesPracticing what we preach

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WHERE WE LOOK

Innovation happens at the intersection of insight and invention

CONSUMERCULTURECATEGORYCOMPANY

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DESIGNERS STRATEGISTS PLANNERSENGINEERS

WE START WITH

A multidisciplinary team of collaborators

Dedicated lab resources with healthcare experience and technology know how:

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WE ASK OURSELVES

What new kinds of opportunities can technology create for healthcare marketing?

EXPLORE

New technologies and trends

We follow a repeatable process in search of new kinds of competitive advantage:

CONCEPT

Prototype new products and services

CHALLENGE

How every concept works and adds value

SHARE

The best ideas with our peers and clients

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What makes all the difference?

STIMULUS(It turns a brainstorm into a strategy session)

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What makes all the difference?

STIMULUS

SPECIFIC PROBLEMNEW EXPERIENCE

UNAPPLIED TOOL OR IDEACUSTOMER PERSPECTIVE

GREAT EXAMPLEOUT-OF-CATEGORY TOOLS

COMPETITIVE CHANGE

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1 Start with the ideal solution(and don’t back down)

STIMULUS

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TOO MUCH INNOVATING

Since they started carrying tablets, every product brand had developed great new applications and tools for them Unfortunately, those cool tools also created some challenges: •Fall-flat experiences•Competing platforms•Slow, impersonal presentations

Bottom line: they couldn’t run their sales calls effectively

Thousands of sales reps at a global pharma company had the shared the same problem:

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So we asked:

Shouldn’t it all work on one seamless system?

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turning content into conversation

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It’s harder than ever for sales reps to connect with prescribers

AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

REP-ACCESSIBLE DOCS

20%REP-INACCESSIBLE DOCS

50%

Last year, the number of docs who would see most reps dropped significantly and the number who refused to see most reps increased by half. That means 8 million planned sales calls were nearly impossible to complete.

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TOO MUCH INNOVATING

Since they started carrying tablets, every product brand had developed great new applications and tools for them Unfortunately, those cool tools and platforms also created some challenges:

• Fall-flat experiences• Competing platforms• Slow, impersonal presentations• Costly investment

Bottom line: they couldn’t run their sales calls effectively

Thousands of sales reps at a global pharma company had the shared the same problem:

• Cumbersome Implementation• Proprietary technologies • inflexible formats

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One reason: physicians don’t get the value they want out of most sales calls

Impersonal, irrelevant presentations

Inflexible, slow moving systems and tools

Unresponsive, locked down storytelling

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Segue is a simple, effective content delivery system that

INTO

powerful, personal conversations

TURNS

secure brand content

That’s where comes in

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WHAT IT DELIVERSMore relevant sales calls

Customize every call with

pre-planning tools

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Open, adaptable design

Better brand management=

WHAT IT DELIVERSSecure, effective brand management

It’s designed to protect your brand and your team.

Your brand story will be delivered in tools that are relevant to how HCPs work today, but every presentation has assured compliance – with both required messaging and linked content built in.

Segue features an open, adaptable design that uses your rules-based communication framework to seamlessly deliver content to laptops, tablets, and mobile devices – like smart phones.

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Fast-start system

Business results=WHAT IT DELIVERS

Compelling, immediate ROI

Segue is less expensive than other tablet-friendly content delivery systems. Add those savings to its quick rollout and you’ll start seeing results immediately.

Segue’s optional metrics also give you new kinds of insight into how your story is really told on the front lines.

Because Segue is small and self-contained, it can be up and running almost immediately, without time-consuming integrations.

Its intuitive interface and self-guided training help your salesforce feel confident onday one.

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WHAT IT DELIVERS

Compelling, immediate ROI

See what happened with

optional analytics

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2 Borrow generouslyThink about what you have now that could be used in new and unexpected ways

STIMULUS

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After a doctor diagnoses someone with cancer, the nurses step in to help that person figure out what to do next. •They copy articles•Pull patient education materials•Print out treatment plans•Etc.

From paper files and ad hoc tools nurses cobble together the plan that will let you

be a powerful advocate for your own care.

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So we asked:

What if nurses could easily assemble personal

care plans for each patient – digitally?

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patient care, simply shared.

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Fluent is a web-based tool that lets treatment teams easily create a comprehensive, personal action plan for each patient

Introducing:

DEEP CLINICAL EXPERTISErecommendations & answers

VAST TREATMENTINFORMATION

literature & tools

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How it works:

BRAND MGRS CREATE A SECURE LIBRARY

PATIENT EDUCATION

DISEASE STATE

OTHER RESOURCESTREATMENT TEAMS INSTANTLY REGISTER AND LOGIN

THEY BUILD CUSTOM PLANS WITH DRAG-AND-DROP TOOLS

CREATE EDIT FIND

DELIVER THEM TO PATIENTS

Recommend friendsRecommend content

AND ADD IDEAS

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What it delivers

1 Enhanced care planning•Customized to each patient•Comprehensive in one document•Convenient to create

FLUENT OFFERS TREATMENT TEAMS THREE PRIMARY BENEFITS:

2 Increased patient confidence•Know what to do•Understand why it matters•See how to get started

3 Added value for the practice brand•Innovative communications•Branded patient experience•Relationship-building tool

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3 Understand how your audience’s life has changed(And, meet them where they are)

STIMULUS

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CHANGE OUR PERSPECTIVE

All we saw were closed doorsBut they were looking at little screens

72% of physicians use smart phones

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So we asked:

What if a sales rep’s business card was a portal to his on-demand office?

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4 Define the real problem(strip out all the noise)

STIMULUS

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It turns out we rarely live up to the promises we

make in the doctors office

Physicians and patients have been battling over adherence for years

Sometimes we choose to stop taking a Rx, but often we just forget to refill it

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So we asked:

What if you could be reminded to refill when it was actually convenient?

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5 Apply an unapplied technologyWhat old problems can be fixed with new stuff?

STIMULUS

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iPads were instantly filled with great consumer tools that made so many things easier or more fun

It’s a powerful technology, but one relatively unapplied in healthcare

We looked for problems the iPad could solve.

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LIKE THIS ONE:

To create the best care plan, physicians need to understand that daily journey – both how the patient feels and what she’s doing for daily pain management

But chronic disease and pain are a daily occurrence for many.

OFFICE VISITS ARE INFREQUENT

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So we asked:

How could a patient with limited mobility easily

give her treatment team a fuller view?

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Segue :brand story and toolkit

Innovation in actionWorkshopping a big idea

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Let’s apply some innovation thinking

5 teams + 25 minutes

OUR CHALLENGE

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Start by introducing yourself

Your role: Job titleYour role in innovation: Passion

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THEN, AS A TEAM:

Find a new insight (C/C/C/C)Name the ideal solution (pie in the sky!)Determine what we can learn from what hasn’t worked

Choose a process to brainstorm against

PICK A PROBLEM TO TACKLE

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What can we learn from what didn’t work?

use the innovation table topics cards to get brainstorming

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See what we’re up to>>

Our blog: WhatsYourDigitaliQ.com

Our presentations: Slideshare.net/iqLabYouTube.com/GSWiQlab

Our tweets: Twitter.com/iqLab

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Segue :brand story and toolkitSeth QuillinSVP, [email protected]@squillin

Leigh [email protected]@leighhouse