marketing in the age of person-centric healthcare

Thanks for joining us today! The Webinar will begin shortly…

Hello!

Peter Fasano Global Consulting Principal,

Digital Strategy OgilvyRED @PFasano

Ritesh Patel EVP, Chief Digital Officer Ogilvy CommonHealth

@ritters90

Marketing in the Age of Person-centric Healthcare

4

It all started with this

5

For which we fielded a survey

Methodology: •  Econsultancy fielded an online survey in September of 2015

•  The survey closed on September 16th with a total of 150 qualified respondents.

•  The sample reflects a range of industries within healthcare.

•  Pharmaceuticals, medical devices and direct healthcare providers comprise the largest subgroups.

•  The study was aimed at midmarket to large organizations.

•  The highest concentrations of respondents were at companies with over $1.5B, at 43%.

•  All respondents were at manager level or above, with 27% in senior management.

•  Over 90% of responses originated in North America or Western Europe/UK.

Some interesting results

7

Healthcare lags

21%

31% 34%

14%

19%

41%

36%

4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

We are leading the way and are part of the digital disruption in our sector

We are fast followers We are threatened by disruptive forces in our

industry

We don’t see much change in our sector

Thinking about how digital technology has disrupted your industry, which statement best describes your

organization today?

Healthcare All Sectors (8/2014)

Healthcare moves at its own pace, even in the digital realm. Respondents are significantly more likely to report “no change” than their peers from other sectors (14% vs 4%).

But for the majority that are under pressure to evolve, more than one-third describe themselves as “threatened by disruptive forces.”

Where these companies fall on the spectrum may well be a function of their relative distance from the end consumer. Parts of healthcare are uniquely insulated from some aspects of the new, customer-centric physics of today, at least for now.

But throughout these findings we’ll see that gap narrowing, thanks both to external forces and internal efforts.

8

What will force innovation ?

Which of these do you think will have the most impact on healthcare marketing in the next 24 months?

Figure 2 says two things very clearly. First, that there are multiple stimuli encouraging healthcare and healthcare marketing. Second, no one trend dominates - there’s significant variation within the sector.

Changing patient behavior is the best friend of the digital marketer trying to drive innovation and transformation. While it’s not an acute issue, it’s pervasive and chronic, with three-fourths of organizations citing its effects.

Some issues are of particular interest to one part of the industry, but not another. The most striking example is the shift to outcome-based payments, which is only cited by 30% of respondents but is the top issue for two-thirds of them, likely direct HCPs .

21%

17%

12%

12%

26%

13%

5%

10%

14%

21%

14%

35%

4%

8%

14%

19%

18%

27%

30%

35%

40%

52%

58%

75%

0% 20% 40% 60% 80% 100%

The shift to outcome-based payments

The growth of connected devices including wearables

Rise of social media and peer contribution in the decision making process for patients and HCPs

The availability of new sources of data about patient behavior and treatment efficacy

The rise of the digital healthcare provider / changing use of information sources for deciding on approaches

Changing patient behavior: use of mobile, using 3rd party medical information, online research, etc.

First choice Second choice Third choice

9

Data is the next frontier

9%

10%

12%

17%

23%

28%

22%

32%

36%

43%

47%

50%

50%

40%

30%

17%

18%

6%

8%

5%

0% 20% 40% 60% 80% 100%

Developing policies in line with privacy regula?on for gathering, permissioning and using it correctly

Collec?ng/managing very high volumes of data securely

Developing pa?ent insight from exis?ng data sources (CRM, medical databases, etc.) and integra?ng into marke?ng

programs

Collec?ng/managing very high volumes of data quickly

Developing pa?ent insight from emerging data sources (ie wearables, etc.) and integra?ng into marke?ng programs

Thinking about pa?ent data, how prepared is your organiza?on in the following?

Very unprepared Unprepared Somewhat prepared Very prepared

Figure 3 suggests that Healthcare is no stranger to data, but using it quickly and flexibly is a challenge.

Two-thirds of respondents say that they’re unprepared to extract insights from emerging data sources and another 44% are no more comfortable with existing data sources.

The industry’s strength is with volume. The majority of companies say they’re well prepared to deal with high data volumes.

So what does this mean for Healthcare Marketing in a person-centric world

11

Make your Content Searchable

Content should be Searchable, Findable, Spreadable, Reusable and Mashable

12

1 in 20 searches are healthcare related

13

70% SYMPTOMATIC To figure out what condi?on they might have before seeing a doctor

52% PRE-‐APPOINTMENT To understand what to discuss with a doctor

84% POST-‐DOC To learn about treatment op?ons a^er receiving an ini?al diagnosis

61% CONSIDERATION To learn about Rx treatment choices and side effects 64%

SWITCHING To research alterna?ve treatment side effects online when thinking about switching a Rx treatment

Pa?ents turn to search throughout their journey

source: Manhaean Research, Google Consumer Study 2015 among online pa?ents

15

Patient Communities Are Thriving

We are increasingly creating niches of “Likeminded” people gathering in online places

–  Seeking advice from each other –  Helping each other –  Sharing experiences

15

16

Because they enable connections and defy Isolation

Because of Online Health Communities, patients are no longer limited to those in their immediate contact, they have access to others around the globe with whom they can share experiences, fears, inspiration and information.

17

Understand and Support Them Across the Patient Journey

MD & CARE TEAM Diagnostic /

Treatment Support & Information

FAMILY & FRIENDS Support, Day to Day

Care

PHARMACEUTICAL COMPANIES

Access to life saving treatments &

medication support

OTHER PATIENTS Empathy

Information Real World Experience

18

•  The Most Proactive –  The most likely to seek out options for all aspects of the patient journey – treatment, how to

manage insurance challenges, how to find the best doctors

•  The Most Vocal –  The most likely to talk with their doctor about treatment and challenge their doctor if they don’t

feel their treatment is working

•  The Most Influential –  The most likely to share their

experiences with others

Why Patient Communities Should Matter to Pharma

•  These are the patients that are the most proactive, vocal and influential in finding solutions and the best treatment

19

A Few are Influencing Thousands

10%

20%

70%

Unique Community Visitors Per Month on MedHelp.org •  Women’s Health – 1,700,000 •  Dermatology – 1,525,000 •  Mental Health - 483,352 •  Cancer - 282,562 •  Allergy - 233,584 •  Respiratory – 192,193 •  Hepatitis C – 94,000 •  Migraine & Headache – 99,000

20

Engaging with Patient Opinion

Leaders

Listen Educate

Amplify

21

Be Involved in the Conversation

Understand the Impact the Patient Voice Has for Your Therapeutic Areas and Become Active in the Conversation

Data and Healthcare

23

Steve Jobs"

“"”"

I think the biggest innovations of the twenty-first century will be the intersection of biology and technology. A new era is beginning."

24

ResearchKit"HealthKit"

25

ResearchKit"HealthKit"

26

One profile architected for delivering ultrapersonalization and maximizing interoperability!

Health Profile"

27

Frictionless Insights"

Patient-Provider Connection"

Transparency"

Telehealth"

Patient Scheduling"

AskMD"

Health!Trackers!

RealAge Test"

Programs"

Email Engagement"

Dynamic Profile"

Personalized Content"

Medical Records"

Prescription Apps"

Brain Health"

ShareCare Health Profile

29

Data-driven Dialogue"Health Profile"

5B !Health data facts"

Dynamically delivered based upon users’ interests and health needs with topics ranging from A-Z "

30

Consumer Driven Data"

62.1M"total number of "“opted-in” users"

950K+"new members added each month"

HEARTBURN/"DIGESTION"

10.3M!HIGH CHOLESTEROL"

6.1M!BACK PAIN"

5.7M!DIABETES"

5.6M!ASTHMA"

4.9M!CHRONIC PAIN"

2.4M!

31

A Day in the Life"Jennifer Cooper !Nashville, TN - Diabetes Patient"RealAge 46.8 (3.6 years older)"

7am" 11pm"Noon"

Wake up:!8 hours sleep!

Early bedtime"

Missed breakfast"

Bad traffic during rush hour"

Productive Conference Call"

Healthy snack"

Daily weigh-in"

Unhealthy lunch"

Moderately healthy meal"

Take daily vitamin D pill"

Stressful/Intense meeting"

Stressful Conference Call"

Unhealthy snack"

Phone call with your spouse"

Social discussion"

Extended period of sitting"

Stressful Conference call"

Personal call with college friend"

Listened to happy music"

5 mile run"

Uneasy phone call"

Positive meeting"

High blood pressure reading"

32

Watson Health: A Cognitive System

Reads and Sees Watson can read and understand millions of images & documents. • Medical Texts • Evidence-Based Guidelines • Peer-reviewed Articles • Clinical records • Medical Image Data

Generates and Evaluates • Watson searches, extracts candidate recommendations scores and ranks decisions

Learns and Adapts • Decisions being made by leading Physicians feed the engine

Interacts & Engages • Understands and engages me • Learns and improves over time • Helps me discover • Establishes trust • Has endless capacity for insight • Operates in a timely fashion

Enhance, scale, and accelerate expertise across the domains of health and wellness, and facilitate collaboration across the communities of care

33

Solutions

Population Health Management

Condition Specific Care

Health and Wellness

Social Programs

Discovery Solutions

Real World Evidence

Individual

Social Programs

Education

Governments

Home Health Agencies

Practitioners

Hospitals

Therapists

Health Plans

Family

Public Health

Medical Devices and Diagnostics

Bio-Pharma

Employers

Payers

Data

Insights

34

Population Health Management

Identify care gaps and

deliver timely, coordinated care

Social Programs

Ensure that care

approaches address individuals' social context

Real World Evidence

Uncover health

interventions to inform care approaches

Condition Specific Care

Apply best care protocols

to manage chronic conditions

Health and Wellness

Empower individuals to

live healthier, more productive lives

Discovery Solutions

Accelerate research

and improve treatments

... Exogenous data Med device Lab &

diag. Clinical Genomic Payments & Claims ... Terminology &

taxonomy Published

texts Scientific journals

Medical guidelines

Patient cohorts Disease progression

Risk Factors

Population Analytics

Adverse events Drug efficacy Comparative effectiveness

Pricing models

Provider segmentation

Sales deployment Marketing effectiveness Off-label use

Patient-trial Matching

Site Selection

Insights as a service delivered by Watson Health platform

Data and Knowledge Ingested by Watson health Platform

35

•  Content –  Searchable –  Findable –  Shareable

•  Patients –  Communities –  Opinion leaders

•  Data –  Mobile –  EHR –  Artificial Intelligence

Summary

36

To check out the conversation from the summit

http://bit.ly/1Pvjx3F

Questions?

Ritesh Patel EVP, Chief Digital Officer Ogilvy CommonHealth

@ritters90

Peter Fasano Global Consulting Principal,

Digital Strategy OgilvyRED @PFasano