opma health care trends wikibrands presentation (harvestfest)
DESCRIPTION
Keynote delivered by Sean Moffitt, Managing Director - Wikibrands November 6th, 2014 in Toronto to the OPMA Key messages: - Marketers are winning - Welcome to the Impact Age - Top Ten Trends affecting Health Care - The Seven Changing Role of the Marketing Organization - Health Care Customer Experience - You No Longer Are in the Business of Selling Pills - 10 Drivers of Health Care - 11 Pieces of Advice on Regulatory and Privacy IssuesTRANSCRIPT
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
