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What's Next: The Future of Healthcare

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In this new edition, our experts will expose their winning strategies to shape the informed the patient journey through empathetic and compassionate experiences to succeed their healthcare digital transformation. In emerging marketing and Asia Pacific, across very diverse healthcare environments, learn how to bridge the care gap in putting the patient at the centre of your digital transformation and shift to outcome based models

Publicada em: Marketing
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What's Next: The Future of Healthcare

  1. 1. What’s Next: Powered by The Future of Healthcare
  2. 2. Welcome PIERRE ROBINET Senior Partner
 Ogilvy Consulting DAYOÁN DAUMONT PARTNER
 OGILVY CONSULTING
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Where to find this discussion? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. What’s Next: Powered by The Future of Healthcare Shaping the informed patient journey through empathetic experiences and succeeding in your healthcare digital transformation 
  6. 6. PATIENTS
 NEED TO BE
 AT THE CORE FOR SUCCESSFUL 
 DIGITAL TRANSFORMATION
  7. 7. ASIA IS EXTREMELY DIVERSE IN 
 HEALTHCARE  NO 2 COUNTRIES HAVE THE 
 SAME MODEL 
  8. 8. HEALTHCARE
 OPPORTUNITIES
 IN ASIA BOOMING EMERGING MIDDLE CLASS INCREASE IN AGEING POPULATION RISE IN
 CHRONIC DISEASES
  9. 9. HEALTHCARE CHALLENGES
 ACROSS ASIA
 GROWING
 AFFORDABILITY GAP HYPER-ACCESS TO INFORMATION
  10. 10. Compassionate 
 and empathetic experiences matter Making
 data human Embracing retailisation and consumerization Tackling the affordability challenge 01 02 03 04 4 WINNING STRATEGIES  
  11. 11. The secret of care of the patient, is in caring for the patient FRANCIS PEABODY “ “
  12. 12. COMPASSIONATE AND EMPATHETIC CARE EXPERIENCES MATTER 01 ONLINE COMMUNITIES DRIVING POSITIVE EXPERIENCES MIGRAINE BUDDY  DESIGNING WELL THOUGHT-OUT AND HOLISTIC PROGRAMS AIA VITALITY PROGRAM EQUIPPING CAREGIVERS WITH THE RIGHT TOOLS TO PROVIDE CARE NOVO-NORDISK’S SMART INSULIN PENS
  13. 13. CO-CREATING
 WELL THOUGHT
 OUT AND HOLISTIC PROGRAMS FOR HEALTHCARE ORGANIZATIONS
 IN APAC 
 THROUGH PARTNERSHIPS
  14. 14. SUPPORTING LOCAL TEAMS IN DESIGNING NEW PATIENT - PHYSICIAN EXPERIENCES How to design advanced Patient to Doctors platforms to foster communication and treatment adherence? • 3 different physician challenges and therapies for India, Indonesia and Vietnam • Secondary Research of all available materials • Key Interviews with Internal Stakeholders and KOLs • Mapping of physician barriers and development of physician Personas • Design Thinking Workshop with regional and country teams • Development of 3 low fidelity prototypes in agile manner • Development of 1 Minimal Viable Product with Pilot Testing in Indonesian Hospital Environment
  15. 15. How to design advanced Patient to Doctors platforms to foster communication and treatment adherence? SUPPORTING LOCAL TEAMS IN DESIGNING NEW PATIENT - PHYSICIAN EXPERIENCES UNDERSTANDING PHYSICIAN CHALLENGES By analyzing secondary research and conducting key interviews with internal teams and key doctors across 3 markets, the key physician challenges and problem statements were identified. 1 23 DESIGN THINKING PROCESS During the workshop, teams built Physician Personas to realize deeper insights of them. Leveraging Design Thinking techniques and getting inspired by latest trends and inspirations around the world, teams started ideating, filtering, solutioning, sketching and, finally, pitching their solutions and patient experiences BRINGING IDEAS TO LIFE By participating in the workshop, Ogilvy’s customer and user experience team , helped build low fidelity prototypes of the 3 markets markets in an agile manner, within 5 days. IDENTIFYING KEY PHYSICIAN BARRIERS AND SOLVING WITH DESIGN THINKING MARKET TESTING A minimal viable product for one market is currently being developed and tested. In order to help physicians overcome the challenges, new behavioral science techniques and interventions are implemented in the model. 4
  16. 16. EMOTIONS COGNITIVE BIASES PSYCHOLOGICAL
 CUES BEHAVIOURS HEART RATE BLOOD PRESSURE GAIT SIGNAL DATA 
 (e.g. ECG, EEG) BLOOD GLUCOSE CHOLESTEROL
  17. 17. MAKING DATA HUMAN 02 BRINGING BEHAVIORAL SCIENCE TO OPERATIONAL MODELS HOW MSD IS MAPPING VACCINE GROWTH  OPPORTUNITY USING COGNITIVE BIAS DEMOCRATISING DATA AND EMPOWERING STAKEHOLDERS HOW PFIZER IS ENABLING EMPLOYEES ACROSS
 DIVISIONS TO COLLABORATE MANAGING CONSENTS
 USING FRAMEWORKS HOW BLOCKCHAIN TECHNOLOGY CAN PROTECT PATIENT CONFIDENTIALITY
  18. 18. EMBRACING RETAILISATION AND CONSUMERISATION 03 24/7 AVAILABILITY OF SERVICES HOW PAM AT MOUNT E IS IMPROVING HCP-PATIENT EXPERIENCE ENHANCED OMNI-CHANNEL STRATEGIES HOW GRAB AND WHITE-COAT ARE REMOVING FUSS FOR PATIENTS
  19. 19. Humanity’s greatest advances are not in 
 its discoveries but in how those discoveries are applied to reduce inequity. 
 Whether through democracy, strong public education, quality health care, or broad economic opportunity, reducing inequity 
 is the highest human achievement BILL GATES “ “
  20. 20. TACKLING THE
 AFFORDABILITY CHALLENGE 04 RE-IMAGINING THE  INSURANCE MODEL SPECIFIC OUT-COME BASED MODELS FOR
 BREAST CANCER THERAPY IN CHINA COMING TOGETHER TO LOWER TREATMENT COSTS ERIS LIFESCIENCES AND MEDTRONIC COLLABORATING TO LOWER BLOOD GLUCOSE MONITORING COSTS IN IINDIA STAGGERED PAYMENTS AND LOAN SOLUTIONS PROVIDE CREDIT SOLUTION COUPLED WITH ACCESS OF SERVICE PROVIDERS
 IN INDONESIA
  21. 21. 01 Awareness 02 Consideration 03 Decision 04 Post Visit Thao finds the right doctor and clinic, schedules an appointment and has a consultation with the doctor Thao receives a reminder for her next visit. She is empowered to stay connected with her doctor and she shares her experience on social media Thao decides to get the treatement. She becomes aware of the financial solutions available Thao needs to understand more about the disease A CONTINUOUS CHALLENGE ALONG THE CONSUMER JOURNEY TO TACKLE BOTH THE WILLINGNESS AND AFFORDABILITY TO PAY
  22. 22. 01 Awareness 02 Consideration 03 Decision 04 Post Visit Thao finds the right doctor and clinic, schedules an appointment and has a consultation with the doctor Thao receives a reminder for her next visit. She is empowered to stay connected with her doctor and she shares her experience on social media Thao decides to get the treatement. She becomes aware of the financial solutions available Thao needs to understand more about the disease A CONTINUOUS CHALLENGE ALONG THE CONSUMER JOURNEY TO TACKLE BOTH THE WILLINGNESS AND AFFORDABILITY TO PAY Identify coalition partners , easy to use toolkits for hospitals or clinics, or awareness campaigns to push content to patients 1 Identify how to facilitate the access to the treatment and follow-up services 2 Identify different options to propose the financial solutions to patients 3
  23. 23. FROM IDEA TO IMPLEMENTATION How to tackle the affordability challenge the emerging middle class is facing in ASIA ? • Multiple market assessment • Local external / internal interviews • Custom assessment model / grid • Collective alignment workshop • Weightage strategy to prioritize • Measurement and KPIs setting for monitoring INNOVATION WORKHOP Working together with the regional and local teams, we leveraged collective intelligence to implement across the region their new vaccine strategy BLUE PRINT 1 2 3 EXPERIENCE DESIGN By proactively identifying a financial service as a third-party provider and working together with our in-house UX and CX specialists, we helped to create an end-to-end solution to connect physician and patient along their journey MEASUREMENT & ANALYTICS Going back to the business priorities, we set in place measurable KPIs and tracking mechanisms to continuously analyze the program progress CONTINUOUS BEHAVIOUR CHANGE
  24. 24. WRAP OF WINNING STRATEGIES Compassionate 
 and empathetic experiences matter Making
 data human Embracing retailisation and consumerization 01 02 03 04 Tackling the affordability challenge
  25. 25. Questions?
  26. 26. Where to find this discussion? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  27. 27. Thank you.

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