leo pharma personalizes consumer health … pharma personalizes consumer health information with...

LEO Pharma Personalizes Consumer Health Information with QualityCare™ How Sitecore powers a patient-centric solution for managing a chronic skin condition

Geoffrey E. Bock, Principal Bock & Company

January, 2014

A report prepared for Sitecore

Bock & Company Digital Strategies for Content and Collaboration

LEO Pharma Personalizes Consumer Health Information with QualityCare™ How Sitecore powers a patient-centric solution for managing a chronic skin condition

By Geoffrey E. Bock, Principal, Bock & Company

Executive summary LEO Pharma, a global pharmaceutical firm with deep expertise in dermatology, is launching a consumer-centric solution for managing chronic skin conditions, focusing initially on psoriasis. QualityCare™ from LEO Pharma is designed to engage people aware of this disease, and pro-vide them with tailored, relevant, and useful information about the nature of their condition and ways to address their concerns.

Powered by Sitecore as a comprehensive platform for dynamic customer engagement, QualityCare™ combines a personalized digital presence and the real-time collaboration with healthcare professionals. LEO Pharma relies on the platform services from Sitecore, augmented by additional technologies, to harness its knowledge and insights about options for coping with chronic conditions.

The promise of personalized information When it comes to managing a chronic disease, consumers are going to turn to health care pro-fessionals for information about diagnosis and treatments. But when their situations involve quick remedies or the need for emotional support, people are going to seek the support of family, friends, and fellow patients.1 Thus personalized information delivered over the web can help to address their concerns.

For their part, doctors, nurses, and other healthcare providers are looking for ways to empower people with relevant information and timely insights. There is more to medical care than appoint-ments, drugs, and treatments. In the digital age, consumers and providers are not limited to real-time conversations and office visits.

In fact, digital information may have an impact on the overall quality of care. According to a recent Federal government report, “Consumer health information delivered through digital channels may

1 The Pew Internet and American Life Project surveys Americans use of health information on the Web. See Sussanah Fox, The Social Life of Health Information, 2011 for an assessment of current trends and directions. (http://www.pewinternet.org/Reports/2011/Social-Life-of-Health-Info.aspx)

LEO Pharma Personalizes Consumer Health Information with QualityCare™


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effectively engage consumers, enhance traditional clinical interventions, and improve both inter-mediate and clinical health outcomes.”2

Let’s consider how an innovative application can build on this trend through personalized informa-tion delivery.

What LEO Pharma delivers LEO Pharma, a global pharmaceutical firm with deep expertise in dermatology, is launching a consumer-centric solution for managing chronic skin conditions. Its initial topic is psoriasis, a dis-ease without a cure but one where various clinical interventions and other approaches can help to control the symptoms.

QualityCare™ from LEO Pharma is a consumer support service — designed to engage people with this disease, and provide them with relevant information about the nature of their condition and ways to address their concerns. This solution monitors the experiences of consumers with access to digital information, learns about their areas of interest, and delivers targeted content across multiple channels – including full-screen and mobile browsers, email, text messages, printed magazines, and real-time conversations with healthcare professionals.

LEO Pharma knows a lot about managing psoriasis. Through thousands of interviews, LEO Pharma has focused on understanding the symptoms, patients’ concerns, and factors that help to manage various conditions. The firm has the medical expertise and scientific resources to identify individuals’ needs and preferences, including the psychological and sociological dimensions that can affect outcomes.

Leveraging this research, LEO Pharma partners with experts and relevant associations to pro-duce consumer-centric content about managing the condition and addressing multiple concerns. The firm not only describes clinical characteristics, but also catalogues them at a very detailed (and granular) level, and maps the information flows to script extensive digital dialogs.) It now delivers these treatment maps through QualityCare™ -- an application that learns more and re-sponds better to consumers over time.

How consumers experience digital dialogs Here’s how QualityCare™ works. To get started, people seeking information about psoriasis reg-ister over the web and select four to eight topics (or ‘concerns’) that they would like to focus on. They also rate their level of interest about each topic. (See Figure 1 next page.)

2 See Agency for Healthcare Research and Quality, U.S. Department of Health and Human Services, Impact of Consumer Health Informatics Applications, October 2009, for an assessment of consumer health information studies. (http://www.ncbi.nlm.nih.gov/books/NBK32638)



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Figure 1. When registering for QualityCare™, users select four to eight topics (or ‘concerns’) and adjust the slider to rate their level of interest.

Once they complete their profile, registered users access their own personalized web pages – viewing discrete chunks of content that combine descriptive information about psoriasis with an-swers to prospective questions. (See Figure 2 next page.) They have comparable experiences using either full-screen web browsers or mobile devices. The content and interactions automati-cally adapt to the devices.



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Figure 2. Registered users access their own personalized web pages and view content in discrete chunks.

QualityCare™ tracks activities and refines the content presented on personalized pages. For in-stance, once they view a summary about the importance of exercise for managing psoriasis, reg-istered users can find more specific content about exercise tips. When they return to a topic, they can get additional information about it.

QualityCare™ engages people concerned about psoriasis on an ongoing basis. They can receive emails and text messages from the service that provide links to new information, based on their profiles and prior activities. The application can track when people open the emails and follow the links to the additional information, thus building implicit profiles of experience.

With the development and digital branding expertise of Vertic, its systems integration partner, LEO Pharma manages customer experiences and harnesses its expertise to deliver relevant in-formation.

Content is not only delivered electronically. Registered users can receive hardcopy magazines, personalized to their interests, from a print file generated by the service and sent to a local print house.

Finally, healthcare professionals can remain engaged. QualityCare™ tracks interactions and can automatically trigger calls from a nurse, such as when a customer is repeatedly looking for online answers on a particular topic. The nurse can clarify the situations, immediately provide needed information (adapting predefined scripts as needed), and update the user’s profile.



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While there is an added expense for staffing, the human contact over the phone can often make a difference and help to refine the quality of care. Significantly, QualityCare™ captures the results of these real-time conversations and maintains a single database about registered users’ experi-ences.

LEO Pharma manages privacy policies and security protections. All data captured by Quality-Care™ is processed in an anonymous format and handled according to international regulations and standards. The application runs within a certified hosting facility.

An integrated platform for managing consumer experiences Sitecore, a comprehensive platform for dynamic customer engagement, powers this consumer-centric solution. QualityCare™ also includes a variety of complementary technologies. LEO Pharma retains the intellectual property rights to QualityCare™.

As a result, the integrated platform combines the capabilities of a personalized digital presence and real-time collaboration for dynamic content delivery. With the development and digital brand-ing expertise of Vertic, its systems integration partner, LEO Pharma manages customer experi-ences and harnesses its expertise to deliver relevant information.

Specifically, Sitecore combines core digital marketing capabilities with state-of-the-art tools for automating the information flows and engaging users around important topics. By personalizing the digital experience, QualityCare™ is able to deliver relevant content that builds awareness, adds insights, increases loyalty, and drives a value-added service. This service reinforces LEO Pharma’s brand as a global pharmaceutical firm.

Integral to QualityCare™, Sitecore maintains a single, comprehensive platform for supporting:

• Predictive personalization

• Engagement automation

• Email outreach

• Enablement with pharmaceutical and clinical systems

• Customer engagement analytics.

Sitecore mobilizes customer experiences by structuring content through responsive design tem-plates and managing the flow of content with smartphones and tablets.

With Sitecore, LEO Pharma is able to manage detailed dialogs about clinical and psychological information related to a chronic disease. The firm is able to easily track results and continually update consumer experiences. It can engage people who are concerned about a chronic disease, and raise awareness around a branded experience across multiple channels.



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A disruptive model for consumer health information LEO Pharma demonstrates how it is possible to rethink the delivery of consumer health informa-tion. The firm harnesses its expertise beyond specific drugs and introduces an innovative applica-tion for delivering personalized information to address consumers’ concerns.

When it comes to the maturity of its implementation, LEO Pharma highlights how an organization can engage with its customers to maintain ongoing relationships.3 LEO Pharma establishes a single and comprehensive view of customers’ interests. This single view combines user data from both on- and offline channels and anticipates their future needs.

Engaging customers is an important step toward maintaining ongoing and lifetime relationships. As demonstrated by QualityCare™, consumer engagement management is a key to success.

3 3. For more information about the Sitecore Customer Experience Maturity Model, please see the Sitecore eBook “Digital Optimization Insights.” (www.Sitecore.net/getoptimized)



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About LEO Pharma LEO Pharma helps people achieve healthy skin. By offering care solutions to patients in more than 100 countries globally, LEO Pharma supports people in managing their skin conditions. Founded in 1908 and owned by the LEO Foundation, the healthcare company has devoted dec-ades of research and development to delivering products and solutions to people with skin condi-tions. LEO Pharma is headquartered in Denmark and employs 4,800 people worldwide.

About Vertic Vertic is a global independent digital ad agency. Our award-winning solutions are based on our ability to blend the core competencies of strategy, story-telling, creativity, interaction-design, and in-depth understanding of content creation, in the pursuit of tangible business results. Vertic’s mission is to help industry leaders apply interactive solutions to build their brands and create great customer experiences across the entire digital channel.

Founded in 2002, Vertic are represented in Copenhagen, New York, Seattle and Singapore. Our passion is creating 360 multi-channel solutions that generate demand for our client’s brand.

About Bock & Company Geoffrey Bock, Principal of Bock & Company, focuses on digital strategies for content and col-laboration. An analyst and author with over twenty-five years industry experience, he tracks how organizations create, organize, and manage business information to sustain profitable relation-ships. As a consultant and thought-leader, he advises software firms, end-user organizations, and government agencies in areas of business planning, technology innovation, and operational ex-cellence. Geoffrey can be reached at [email protected].

leo pharma personalizes consumer health … pharma personalizes consumer health information with...

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