How pharma and healthcare brands can improve their customer experience

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The SVP and Managing Director of Jack’s Chicago office, Matt Pensinger, presented at Lions Health 2015 with Katie Bang from Eli Lilly and Company about improving the customer experience for patients: There is growing recognition amongst healthcare brands that understanding the full patient journey is essential for success in today’s healthcare environment. The sheer extent of this both physical and emotional journey, from awareness through to treatment and adherence, opens the patient to many potential experience gaps between their expectations and reality that can lead to frustration, disillusionment and even dropping the prescribed treatment. So, healthcare companies must understand this journey if they are to improve the customer experience – and offer necessary patient support that extends far beyond a given medication. Being truly effective requires that the entire organisation (from science through to sales) understands the patient journey in order to meet patient needs and effectively engage the many stakeholders that are becoming increasingly important to a therapy’s success. This is a significant undertaking and healthcare brands and their marketing agencies need to think differently about how they engage with patients and support communications for all the other stakeholders. This talk will examine the experience journey and what it means for the way we market.

Saúde Marketing

Embracing The Patient
Experience Gap
–
Matt Pensinger
SVP, Managing Director
Jack Morton Worldwide
19 June 2015

Hello
Matt Pensinger
SVP, Managing Director
Chicago

Sure,
scientific
possibility
is evolving
quicker than
ever before…
…but many parts
of the healthcare
system are stuck
in the dark ages.
 Inaccurate information
 Limited patient histories
 Physician access challenges
 Insurance / Reimbursement hurdles

AND SOME
INITIATIVES DESIGNED TO HELP
JUST MAKE IT
WORSE.
OF THE

AWARENESS
PATIENT
JOURNEY PRESENTATION & DIAGNOSIS
TREATMENT SELECTION
THERAPY SELECTION & ACCESS
COMPLIANCE & SWITCHING
OUTCOME

AWARENESS
PATIENT
JOURNEY
GAPS
PRESENTATION & DIAGNOSIS
TREATMENT SELECTION
THERAPY SELECTION & ACCESS
COMPLIANCE & SWITCHING
OUTCOME

76%of patients think pharmaceutical companies
have a responsibility to provide information
and services that help patients manage their
own health.
Accenture Life Sciences, Great Expectations, U.S. patient research, 2013

20%of patients are aware of the
services available to them.
Accenture Life Sciences, Patient Services – Pharma’s Best Kept Secret, Global study, 2015
LESS THAN

The
approach
to Patient
Journeys
is flawed
 Built from physicians’
perspectives
 Too linear
 Too narrow
 Too simple – fails to
integrate all stakeholders
 Too limited – misses opportunities
beyond adherence

We believe that the
experience is the
therapy.

How we can close the gap
1. Add value
2. Build around the user
3. Craft communities
4. Be human

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This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market. Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience. We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.

Trade show exhibitor tips: Lessons from Mobile Congress 2015

Jack Morton Worldwide

From gold lamé to vin rosé, Cannes is a special place indeed. It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more. The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry. We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment. Oh — and of course — there was legendary partying in true industry style.

Brand experience and marketing trends from Cannes Lions 2014

Jack Morton Worldwide

More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals. However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets. Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”. In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers. As always, let me know if you’d like to learn more about how brand experience media planning can help your business. Find out more at jackmorton.com.

Brand experience media planning

Jack Morton Worldwide

A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive. After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”

Consumer Electronics Show (CES) 2015 marketing trends for brands and marketers

Jack Morton Worldwide

Your colleagues and employees are already armed with smartphones and tablets—but how can these devices be transformed into productivity powerhouses tailored specifically to your business and sales needs? In our latest white paper, apps@work, discover how adding apps to your company’s arsenal can increase productivity, creativity and credibility, and learn how apps can boost employee engagement with tools they can use wherever they are.

Apps@work: Creating mobile apps to drive employee engagement

Jack Morton Worldwide

Growing your business requires investment—but with so many competing priorities, where should you focus your time, money and expertise? Start with a resource you already have that can drive both profitability and customer satisfaction: your employees. Studies have proven that companies with engaged employees had 2.6 times the earning per share growth of companies with below average employee engagement and 86% higher success rates on customer metrics. In our latest white paper, learn the four key requirements of effective employee engagement and how treating your employees like customers can improve your business.

Employee engagement research and best practices

Jack Morton Worldwide

Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound. How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses? In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.

Experience design best practices: Sensory marketing

Jack Morton Worldwide

Cannes Lions: Marketing trends and what we learned from Kanye West

Jack Morton Worldwide

Digital, social & mobile marketing trends for better brand experiences

Jack Morton Worldwide

创意：商业中的顿悟瞬间

Jack Morton Worldwide

Mais de Jack Morton Worldwide (20)

NRF 2019 in review

CES 2019 in review

How pharma and healthcare brands can engage consumers in order to drive growth

Big data and the need for better consumer insights

4 best practices for corporate meetings

Trade show booth ideas

Event marketing strategies

Insights on brand experience and creativity

Brand experience ideas based on sensory branding insights

Content marketing best practices

Trade show exhibitor tips: Lessons from Mobile Congress 2015

Brand experience and marketing trends from Cannes Lions 2014

Brand experience media planning

Consumer Electronics Show (CES) 2015 marketing trends for brands and marketers

Apps@work: Creating mobile apps to drive employee engagement

Employee engagement research and best practices

Experience design best practices: Sensory marketing

Cannes Lions: Marketing trends and what we learned from Kanye West

Digital, social & mobile marketing trends for better brand experiences

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How pharma and healthcare brands can improve their customer experience

1. Embracing The Patient Experience Gap – Matt Pensinger SVP, Managing Director Jack Morton Worldwide 19 June 2015

2. Hello Matt Pensinger SVP, Managing Director Chicago

4. Sure, scientific possibility is evolving quicker than ever before… …but many parts of the healthcare system are stuck in the dark ages.  Inaccurate information  Limited patient histories  Physician access challenges  Insurance / Reimbursement hurdles

6. AND SOME INITIATIVES DESIGNED TO HELP JUST MAKE IT WORSE. OF THE

8. AWARENESS PATIENT JOURNEY PRESENTATION & DIAGNOSIS TREATMENT SELECTION THERAPY SELECTION & ACCESS COMPLIANCE & SWITCHING OUTCOME

9. AWARENESS PATIENT JOURNEY GAPS PRESENTATION & DIAGNOSIS TREATMENT SELECTION THERAPY SELECTION & ACCESS COMPLIANCE & SWITCHING OUTCOME

10. 76%of patients think pharmaceutical companies have a responsibility to provide information and services that help patients manage their own health. Accenture Life Sciences, Great Expectations, U.S. patient research, 2013

11. And, the industry has responded

12. But…

13. 20%of patients are aware of the services available to them. Accenture Life Sciences, Patient Services – Pharma’s Best Kept Secret, Global study, 2015 LESS THAN

14. SO, WHY THE DIS CONNECT?

15. The approach to Patient Journeys is flawed  Built from physicians’ perspectives  Too linear  Too narrow  Too simple – fails to integrate all stakeholders  Too limited – misses opportunities beyond adherence

16. OUR TAKE: FORGET THE PILL

17. We believe that the experience is the therapy.

18. Add value – Build around the user – Craft communities – Be human – Brand experience principles for healthcare

19. Add value

20. NYU Langone Medical Center palm scanner

21. Pill Pack Pharmacy

22. Build around the user

23. AbbVie Humira Talking Training Pen

24. Craft communities

25. Lilly Diabetes T1 Everyday Magic

26. Be human

27. Novartis MS Living Like You

28. Brands ≠ Products Brands = Experiences

29. Experiences = Better patient outcomes

30. How we can close the gap 1. Add value 2. Build around the user 3. Craft communities 4. Be human

31. Talk to us – Contact Peter Sun VP, Brand Marketing Peter_Sun@jackmorton.com +1.212.401.7015 Read our blog at jackmorton.com/blog Follow us on twitter @jackmorton Visit us online at jackmorton.com About Jack Morton We’re a global brand experience agency. We generate breakthrough ideas, connecting brands and people through experiences that transform business. Our portfolio of award-winning work spans 75 years across event marketing, sponsorship marketing, promotion and activation, experience strategy, employee engagement, digital, social, and mobile. Ranked at the top of our field, Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available at: www.jackmorton.com or @jackmorton © Jack Morton Worldwide 2015

How pharma and healthcare brands can improve their customer experience

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