Why Empathy-Driven Marketing Works in a Changing Healthcare Marketplace

Strategic Communications
September 21, 2017
SGK BrandSquare Webinar
Why Empathy-Driven
Marketing Works In A
Changing Healthcare
Marketplace.

The healthcare landscape
is changing.

©2016 Matthews International Corporation. All Rights Reserved.
What has changed in healthcare?
• New transparency, access to information
• Shift to value-based care
• From CMS reimbursement for numbers of procedures
to reimbursement for better patient outcomes
What drove the shift?
• Technology, availability of EMRs and EHRs
• EMR, EHR mandates
• New insight into care data and patient outcomes
(population health)
CHANGE-DRIVERS IN HEALTHCARE
3
Join the conversation #BrandSquare on Twitter

What else has changed?
• Provider models
• Need for healthier populations
How?
• Integrating people and data
• Now: big data & population health opportunities
4
“For the eleventh quarter in a row, the
U.S. health services industry
witnessed over 200 deals.”
PWC LLP Q2 2017 Health Services deal activity report

What is real game-changer in healthcare?
• Moving from treatment to prevention.
Why move from treatment to prevention?
• Preventing diseases is less expensive than
treating them.
• We all feel better when we don’t get sick in
the first place.
5

How is this shift influencing the cost of care?
• Providers need better outcomes
• Consumers are being asked to pay more
• Deductibles - the amount individuals must pay out of pocket
before their insurance kicks in - have surged 67 percent
since 2010 alone for employer-sponsored health-care plans
Why make consumers pay more?
• More “skin in the game”
• More careful, discerning healthcare shoppers
6
Aimee Pitchie, CBS News Moneywatch, Feb. 8, 2016, “The Painful Rise of High-Deductible Health Insurance”
https://www.cbsnews.com/news/the-painful-rise-of-high-deductible-health-insurance/

How are consumers responding?
1. They are shopping more & embracing new technologies.
2. They are more selective in choosing care & care providers.
3. They are delaying and forgoing care.
7
Behavioral science shows that people’s
choices are driven not only by rational factors
but also by a variety of societal, emotional,
and psychological drivers.
MkKinsey, January 2010 , S. Dison-Fyle, PhD; T. Kowallik, PhD, “Engaging consumer to manage health care demand,”
http://www.mckinsey.com/industries/healthcare-systems-and-services/our-insights/engaging-consumers-to-manage-health-care-demand
PwC Global, “The empowered consumer”,
https://www.pwc.com/gx/en/industries/healthcare/emerging-trends-pwc-healthcare/new-entrants-healthcare-provision.html

How is technology supporting consumer behavior and the
focus on prevention?
• Big data, data-driven care and metrics
• Genetic mapping, new levels of care personalization
• Artificial intelligence / predictive modeling
• Telemedicine, virtual visits and home care
• Hand-held real-time on-demand Dx and solutions
• Wearables and bio-sensors
• Opt-in clinical studies in the cloud
8
How much is your DNA worth?
medium.com
Kat McGowan
Sept. 14, 2017

From:
Passive
recipient
To:
Active
participant
Consumer expectations have changed.
The patient’s role has been
fundamentally redesigned.
*Giving Patients An Active Role In Their Health Care, Harvard Business Review, November 2016
**Connected Care and Patient Experience 2015

10
“So who are we,
patients or consumers?
The reality is that on occasion
we are one or the other, but
most of the time, we are both.”
Robert Pearl, M.D. for Forbes, Oct. 15, 2015,
“Are you a patient or a healthcare consumer?”
Join the conversation #BrandSquare on TwitterCHANGE-DRIVERS IN HEALTHCARE

How can we engage with
increasingly savvy
shoppers in this dynamic
healthcare landscape?

EMOTIONAL MOTIVATORS
Successful companies make
emotional connection with their
brand a part of their broad
strategy, involving every
function in the value chain -
from product development and
marketing to sales and
services.
©2016 Matthews International Corporation. All Rights Reserved. 13
The New Science of Customer Emotions. A better way to drive growth and profitability
by Scott Magids, Alan Zorfas, and Daniel Leemon Harvard Business Review November 2015

Fully connected customers are
52% more valuable, on average,
than those who are just highly
satisfied.
Full emotional connection is
achieved when a brand aligns with
a customer’s motivations and
helps them fulfill deep desires.

After a major bank introduced a
credit card for Millennials that
was designed to inspire
emotional connection…
Use among the segment
increased by 70% and new
account growth rose by 40%.

How do great brands use
emotional motivators to
connect with consumers?

KAISER PERMANENTE THRIVE Join the conversation #BrandSquare on Twitter

Bolded Copy Here.
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KAISER PERMANENTE THRIVE
19

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Facebook
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FACEBOOK
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Click to watch.

Key Takeaways
The healthcare landscape is changing rapidly.
Consumers are expecting an elevated level of
engagement with the brands they interact with - including
in healthcare.
Tapping into emotional motivators of your customer
drives profitable behavior changes.
Brands that emphasize empathy-driven marketing are
connecting more meaningfully with customers.
29

Thank you
Teresa Diehl teresa.diehl@sgkinc.com
Karin Bauer karin.bauer@sgkinc.com
sgkhealth.com

Why Empathy-Driven Marketing Works in a Changing Healthcare Marketplace

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