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What's Next: The Rise of HealthBOTs

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More and more health economies across the globe are deploying chatbots, creating vital new channels for marketers and empowering customers to take control of their own health. But what is the right blend of cutting-edge technology with artificial intelligence and human interaction?

In this week's webinar we explore the application and growth of chatbots in one of the most regulated industries.

Publicado en: Marketing
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What's Next: The Rise of HealthBOTs

  1. 1. Powered by What’s Next: The Rise of Health Bots
  2. 2. Welcome Laurie Close Senior Strategist Ogilvy Consulting laurie.close@ogilvy.com Ritesh Patel Chief Digital Officer Health & Wellness Ogilvy Consulting ritesh.patel@ogilvy.com
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com
  5. 5. 5 Point and Click Touch Conversational (voice & messaging) THE INTERFACE EVOLUTION: CUSTOMER EXPECTATIONS ARE CHANGING
  6. 6. WHAT THE HECK IS A CHAT BOT ? A chatbot is a piece of software designed to simulate human conversation, and they are often powered by artificial intelligence and machine learning.
  7. 7. Chatbots live on SMS, social networks, or inside messaging apps like Facebook messenger or Slack, and can automate one-on-one interactions, often eliminating the need for a human. Messenger apps Mobile apps Text/SMS Websites Search Intelligent home products AND WHERE CAN I GET ONE ?
  8. 8. “This is an instant interaction, and it is something that only becomes possible with bots. There’s no new app to download, no new account to create, and, perhaps most importantly, no new user interface to learn” — TED LIVINGSTON, KIK
  9. 9. THE GROWTH OF BOTS
  10. 10. YOUR BRAND USER EXPERIENCE HAS CHANGED “I don’t care if customer service comes from a human or technology as long as I get my questions answered accurately” 40% *5-point agreement scale Among U.S. online adults (n=6001) Would rather start an automated customer service chat to get answers to questions instantly than wait on a phone to speak with someone live 35% Would rather reach customer service using messaging apps/chats (e.g., Facebook messenger) that they typically use instead of going to a dedicated customer service app/website 27%
  11. 11. Basic Scripted • Matches user entries to key phrases and gives scripted responses Intent Recognizer • Employs natural language processing (NLP) tools to extract meaning from a request Dialogue Manager • Executes actions based on user intent • Contextualizes interactions by aggregating intents from session Intelligent Advisor • Complex inferential capabilities including ability to understand “slang” • Recommend options to enhance outcomes Artificial Intelligence Rule-Based Complexity, Cost, Time, Resources HighLow CHATBOTS PROVIDE A WIDE RANGE OF UTILITY
  12. 12. 5 Categories of Bots
  13. 13. Customer Service Hello, how can I help you?
  14. 14. 85% Of customer interactions will be managed without a human by 2020. – Gartner prediction
  15. 15. THE FIRST ROBOT LAWYER A CHATBOT THAT BEATS PARKING TICKETS
  16. 16. There’s a lot happening in the world. Here are your top stories today: Content
  17. 17. Quartz It’s a conversation about the news with a bot.
  18. 18. Can you send me: • Sneaker trends • Weekly shop • Tacos Shopping & E-Commerce
  19. 19. Nordstrom chatbot is ready to help shoppers find the perfect gift.
  20. 20. Smart Assistants Do you want me to make you a reservation?
  21. 21. A hybrid approach to a smart virtual assistant: Only 30% of requests are handled without human agents
  22. 22. Ordering & Notifications Check in is open: Go ahead and get your boarding pass! See you soon on board with us.
  23. 23. Healthcare Is Uniquely Suited To Bots
  24. 24. HEALTHCARE IS DRIVEN BY DECISION TREES Medical Decision Tree for Appendicitis
  25. 25. HEAVILY REGULATED WITH PRE-APPROVED RESPONSES/SCRIPTS
  26. 26. HEALTHCARE SYSTEMS ARE STRETCHED – LIMITED AVAILABILITY
  27. 27. CUSTOMERS ARE OPEN AND INTERESTED IN CHATBOTS * Among U.S. physicians 30% 30% 26% 19% 25% 27% 23% 23% 22% Product Dosing Contraindications Product Efficacy and Safety Product Enrollment Info Patient Related Resources Medical Education Programs Medical News Journal Articles Clinical Trial Data T2B Interest in accessing resources from chatbots on a pharma website: 30% Of physicians have interacted with a chatbot Current chatbot use (for any reason):
  28. 28. Health Bots in Action
  29. 29. Brands can now have continuous conversations with their customers pull responding to patient questions with a structured conversation that resolves the question immediately complement the sales force personalized push & pull bite sized & memorable leverage the power of visual education ON DEMAND push sending bite sized structured conversations designed to deliver information & education NOT embarrassing (HCPs hate to ask “stupid questions”) asynchro- nous omni channel
  30. 30. c AND THEY ARE “STRUCTURED” HCP Bot What is the dosing for Drug X? Injections Tablets & Liquid To clarify, are you interested in the dosing information of tablets & liquid or injections? Tablets & Liquid Dosage modifications Initial dosing Okay, what specifically are you interested in learning more about? Query: “What is the dosing for Drug X?” Top scoring intent: dosing information Parameters: Drug X Score: 0.988 Dosing Conversation each structured conversation is written by a human and is approved by MedReg before deployment
  31. 31. NOVO NORDISK
  32. 32. A.I. symptom assessment Doctor feedback trains A.I. Personalized doctor answers Dr. A.I.
  33. 33. 33 What is it? A.I. Health Assistant (imagine a computer that can converse like a doctor) that sees 1,000s of patients per day, 24/7/365 What does it do? • Interviews patients in 2-3 minutes • Enables self-triage/diagnosis • Connects patients to a curated service/provider network How? Using a machine learning algorithm and data from real clinical literature Buoy
  34. 34. CLINICAL TRIAL PARTICIPANT ENGAGEMENT – BRITEHEALTH
  35. 35. OSCAR HEALTH INSURANCE Oscar Health is a tech-savvy insurance start-up that is designed to help people better understand health insurance coverage. They recently launched the Oscar Facebook bot to quickly and easily provide consumers with quotes for their health insurance.
  36. 36. ADA – INTELLIGENT BOT
  37. 37. TABATHA – FOR ASTHMA
  38. 38. THE STOPTOBER MESSENGER BOT KEEPING YOU GOING SOS SUPPORT TIPS & TRICKS TO HELP
  39. 39. SYMPTOM CHECKER – YOUR.MD
  40. 40. MOLLY
  41. 41. HERE’S WHAT I CAN DO Features Track your mood Give you insight Teach you stuff Help you feel better Be there 24/7 Learn from you over time
  42. 42. CLINICAL TRIALS screening test made “conversational” by using a mixture of pre- set response “buttons” and NLP - allowing the patient to type their answers in education & awareness on clinical trials
  43. 43. VIRTUAL REP
  44. 44. MEDICAL INFO BOT
  45. 45. VACCINES
  46. 46. SELF DETAILING
  47. 47. Questions? Laurie Close Senior Strategist Ogilvy Consulting laurie.close@ogilvy.com Ritesh Patel Chief Digital Officer Health & Wellness Ogilvy Consulting ritesh.patel@ogilvy.com
  48. 48. Thank you.

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