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.

Atención sanitaria 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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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

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