Innovation for Healthcare Marketing

Segue :brand story and toolkit
Innovation Lab
Inspiring game-changing ideas

POP QUIZ
What companies do you think of as innovative?(no wrong answer!)

Facebook
Amazon
Apple
Google
Huawei
First Solar
PG&E
Novartis
Walmart
HP
Hulu
Netflix
Nike
Intel
Spotify
BYD
Cisco
IBM
GE
Disney
The world’s most innovative companies have one thing in common.

They know innovationcan come from anywhereNot just from special people in special rooms

Innovation can’t be created by any one person or discipline
INNOVATION
is the laying, incubation and hatching of that egg
INVENTION
is the laying of the egg

Meet us.
iQ, the digital lab of GSW Worldwide

Across GSW’s
global network, hundreds of digital specialists solve client problems with imagination, insight and – ultimately – innovation. Often their ideas point not just to solutions, but to new opportunities.

That’s where iQ comes in
“
We're a lab where digital experimentation becomes marketing innovation.

iQ’s mission is
to bring bold, break-through innovations to our clients in fast-changing areas like mobile, social and tablet computing. Through big ideas, tangible prototypes and easy-to-share concepts, we bring new kinds of competitive advantage to healthcare marketing.

We share our ideas in three ways:
Every quarter we rapid prototype some of our best new ideas into tangible examples of what could change healthcare marketing
Innovation theaters
New products and services
Once an innovation is proven and piloted, we help make it turnkey so that getting started is just a phone call away
Workshops and thought leadership
We share our perspectives on what’s next and why it matters in our blog, research and 101 technology sessions

Why innovation matters
The creative imperative

Why innovate?

“
No matter what anybody else tells you: corporations achieve competitive advantage through acts of innovation. PETER DRUCKER

+
Innovation helps us combat the four growing problems that sap the hard-won advantages we have today
SETH AND LEIGH

1. The India Problem.Or: How to compete against a billion people

15%
If just 15% of its population is talented, ambitious, college-educated
That’s more than the entire population of the 2nd largest economy
It’s larger than the working population of the world’s largest economy
If 85% of India is left behind, they will still have more talented, ambitious, upper class citizens than the U.S. has workers

2. Race to the Price Bottom.Or: A bigger problem than India

Any task that is routine can be outsourced
>
and many can be automated

3. The Abundance Problem.Or: Selling in an age of comfort

98%
Of American households have a color television – this despite a persistent 13% - 17% poverty rate.
88%
Have cell phones - each one holding more computing power than existed in the world when my grandparents were my age.

Enter: The

2 million
Number sold in the first 60 days:
Number of people who knew they were missing one 6 months ago:
zero

4. More incremental change.Or: continuous cannibalization

“
When man or nature or Gillette has not yet found a good solution to a problem, we tend to stick closely to whatever looks even marginally plausible ADAM GOPNIK

Introducing: that 5th blade you’ve always wanted
(But still no whole new way to
eliminate unwanted hair)

Overcoming these challenges
to create growth takes artistic, cognitive skill. Bold, innovative acts. Today, value is created when we give people something they always needed, but never knew to ask for.

Innovation in practice
How 8 companies are actively fostering innovation

1
At Microsoft, the gamers build the gamesBlur the line between us and them
When it comes to gaming, Microsoft believes empathy = growth
They want every employee to have a gut-level intuition for the people who buy their products
So they hire them. Hardcore gamers developed their first console
Those gamers successfully navigated the tradeoffs and compromises of the development process to create a system people like them would want to play
“The big difference between Xbox and Zune was the customer target. With Zune, we didn’t know who we were building it for. With Xbox, we knew those guys. Hell, we were those guys.”— Xbox team member
“

2
Atlassian sponsors FedEx daysMake time for innovation
This Australian software company does something unusual once each quarter: they tell their software developers to work on anything they want, any way they want, with whomever they want
They just have to show the results to the rest of the company at the end of 24 hours
They call these "FedEx days," because you have to deliver something overnight
That one day of intense creation has produced a whole array of software fixes, ideas for new products, and upgrades for existing products.

3
Best Buy’s biggest idea started under a deskEmpower and elevate skunk works
Best Buy’s Gary Koelling and Steve Bendt had a fundamentally simple idea: Use technology to enable employees to share their perspectives
Their mission: a covert one to find out what life in the stores was really like
The real moment of innovation:When their boss elevated their work
What they created was the now famous: Blue Shirt Nation, an internal communications platform that generates thousands of conversations across the company
The result, more information, more issues, more solutions, more ideas, more impact — and a corporate culture that is beginning to appreciate that buy-in brings out the best in employees

4
Exxon worked for 20years on a problem an outsider cracked in 24 hoursKnow when to be a solution finder
As information becomes richer and challenges become more discreet, no one will be able to solve every problem
Twenty years after the Exxon Valdez oil spill, there was still a lot of oil on the ocean floor
After decades of working on the problem, Exxon decided to look outside its walls for help. Not to another consultant or expert, but to the crowd
Within 24 hours, an Illinois chemist from the concrete industry realized he knew the answer. He faxed in the answer and a day later was talking with the people who – with him – could restore the ocean floor

5
Red Gate Software found that the hardest part is the askChallenge the orthodoxy
You don’t know until you ask
Redgate’s sales team was compensated on a typical commission structure
It wasn’t working for anyone – sales people gamed it; execs micromanaged it
One of the founders had the radical idea of getting rid of it and just paying people a fair wage
Each sales leader liked it, but said the others wouldn’t go for it
In the end – everyone wanted the same thing, but no one wanted to be the one to ask
Sales, collaboration and morale have all gone up since the change

6
Bayer figured out what was in hand and used itApply the three-minute rule
What is your customer doing three minutes immediately before and three minutes after he uses your product or service
The idea for Didget came from a parent (Paul Wessel) of a child with diabetes
Paul’s son was constantly losing his blood glucose meter, he could always find his Game Boy
That insight led him to create a device that would help his son manage his diabetes
A first-of-its-kind blood glucose meter that connects directly to Nintendo DS™ gaming systems to help kids manage their diabetes by rewarding them for consistent testing habits

7
Memorial Sloan Kettering found answers in what people said to each otherDon’t ask, listen
When Ellen Sonet, VP of marketing at Sloan-Kettering, was faced with the challenge of how to market the new cancer center, she turned to the people
Through a partnership with National Comprehensive Cancer Network (NCCN) she was able to host a private community on Communispace
There, they listened while the members talked about how they made their decisions about where to receive care
The answers changed their marketing. From patient-focused to primary-care physician focused. From print to search-rich online.
They also made marketing a go-to resource to execs and docs alike

8
RockYourRefunddoesn’t rock the bottom lineEmbrace failure
TurboTax needed to attract more young users
Its ill-fated RockYourRefund campaign tried to combine tax-filing drudgery with hip-hop style
Learnings from the flop entirely changed the way Intiutmarkets to 20-somethings
The case was profiled in one of their "When Learning Hurts” sessions and received an award from the CEO for being a learn-worthy flop

Innovation Case Studies
Practicing what we preach

WHERE WE LOOK
Innovation happens at the intersection of insight and invention
Consumer
Culture
Category
Company

WE START WITHA multidisciplinary team of collaborators
Dedicated lab resources with healthcare experience and technology know how:
PLANNERS
STRATEGISTS
DESIGNERS
ENGINEERS

WE ASK OURSELVESWhat new kinds of opportunities can technology create for healthcare marketing?
We follow a repeatable process in search of new kinds of competitive advantage:
EXPLORE
New technologies and trends
CONCEPT
Prototype new products and services
CHALLENGE
How every concept works and adds value
SHARE
The best ideas with our peers and clients

What makes all the difference?
STIMULUS
(It turns a brainstorm into a strategy session)

What makes all the difference?
STIMULUS
SPECIFIC PROBLEM
NEW EXPERIENCE
UNApPLIEDTOOL OR IDEACUSTOMER PERSPECTIVE
GREAT EXAMPle
OUT-oF-CATEGORY TOOLS
COMPETITIVE CHANGE

1
Start with the ideal solution
(and don’t back down)
STIMULUS

Too much innovating
Thousands of sales reps at a global pharma company had the shared the same problem:
Since they started carrying tablets, every product brand had developed great new applications and tools for them

Unfortunately, those cool tools also created some challenges:

Fall-flat experiences
Competing platforms
Slow, impersonal presentations

Bottom line: they couldn’t run their sales calls effectively

So we asked:Shouldn’t it all work on one seamless system?

turning content into conversation

It’s harder than ever
for sales reps to connect with prescribers
Last year, the number of docs who would see most reps dropped significantly and the number who refused to see most reps increased by half. That means 8 million planned sales calls were nearly impossible to complete.
Rep-Inaccessible docs
Rep-accessible docs
50%
20%
AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

Too much innovating
Thousands of sales reps at a global pharma company had the shared the same problem:
Since they started carrying tablets, every product brand had developed great new applications and tools for them

Unfortunately, those cool tools and platforms also created some challenges:
Fall-flat experiences
Competing platforms
Slow, impersonal presentations
Costly investment
Cumbersome Implementation
Proprietary technologies
inflexible formats
Bottom line: they couldn’t run their sales calls effectively

One reason: physicians don’t get the value they want out of most sales calls
Impersonal, irrelevant presentations
Inflexible, slow moving systems and tools
Unresponsive, locked down storytelling

That’s where comes in
Segue is a simple, effective content delivery system that
INTO
powerful, personal conversations
TURNS
secure brand content

WHAT IT DELIVERSMore relevant sales calls
Customize every call with
pre-planning tools

WHAT IT DELIVERSSecure, effective brand management
=
Better brand management
Open, adaptable design
It’s designed to protect your brand and your team.
Your brand story will be delivered in tools that are relevant to how HCPs work today, but every presentation has assured compliance – with both required messaging and linked content built in.
Segue features an open, adaptable design that uses your rules-based communication framework to seamlessly deliver content to laptops, tablets, and mobile devices – like smart phones.

WHAT IT DELIVERSCompelling, immediate ROI
=
Business results
Fast-start system
Segue is less expensive than other tablet-friendly content delivery systems. Add those savings to its quick rollout and you’ll start seeing results immediately.
Segue’s optional metrics also give you new kinds of insight into how your story is really told on the front lines.
Because Segue is small and self-contained, it can be up and running almost immediately, without time-consuming integrations.
Its intuitive interface and self-guided training help your salesforce feel confident onday one.

WHAT IT DELIVERSCompelling, immediate ROI
See what happened with optional analytics

2
Borrow generously
Think about what you have now that could be used in new and unexpected ways
STIMULUS

After a doctor diagnoses someone with cancer, the nurses step in to help that person figure out what to do next.
They copy articles
Pull patient education materials
Print out treatment plans
Etc.

From paper files and ad hoc tools nurses cobble together the plan that will let you be a powerful advocate for your own care.

So we asked:What if nurses could easily assemble personal care plans for each patient – digitally?

patient care, simply shared.

Introducing:
DEEP CLINICAL EXPERTISE
recommendations & answers
VAST TREATMENTINFORMATION
literature & tools
Fluent is a web-based tool that lets treatment teams easily create a comprehensive, personal action plan for each patient

How it works:
BRAND MGRS CREATE A SECURE Library
PATIENT EDUCATION
DISEASE STATE
TREATMENT TEAMS INSTANTLY REGISTER AND LOGIN
OTHER RESOURCES
CREATE
EDIT
FIND
THEY BUILD CUSTOM PLANS WITH DRAG-AND-DROP TOOLS
AND ADD IDEAS
DELIVER THEM TO PATIENTS
Recommend friends
Recommend content

What it delivers
FLUENT offers TREATMENT TEAMS three primary benefits:
Enhanced care planning
Customized to each patient
Comprehensive in one document
Convenient to create
1
Increased patient confidence
Know what to do
Understand why it matters
See how to get started
2
Added value for the practice brand
Innovative communications
Branded patient experience
Relationship-building tool
3

3
Understand how your audience’s life has changed
(And, meet them where they are)
STIMULUS

CHANGE OUR PERSPECTIVE
All we saw were closed doors
But they were looking at little screens
72%
of physicians use
smart phones

So we asked:What if a sales rep’s business card was a portal to his on-demand office?

4
Define the real problem
(strip out all the noise)
STIMULUS

Physicians and patients have been battling over adherence for years
It turns out we rarely live up to the promises we make in the doctors office
Sometimes we choose to stop taking a Rx, but often we just forget to refill it

So we asked:What if you could be reminded to refill when it was actually convenient?

5
Apply an unapplied technologyWhat old problems can be fixed with new stuff?
STIMULUS

iPadswere instantly filled with great consumer tools that made so many things easier or more fun
It’s a powerful technology, but one relatively unapplied in healthcare
We looked for problems the iPad could solve.

LIKE THIS ONE:
But chronic disease and pain are a daily occurrence for many.
Office visits are infrequent
To create the best care plan, physicians need to understand that daily journey – both how the patient feels and what she’s doing for daily pain management

So we asked:How could a patient with limited mobility easily give her treatment team a fuller view?

Innovation in action
Workshopping a big idea

OUR CHALLENGE
Let’s apply some innovation thinking5 teams + 25 minutes

Start by introducing yourselfYour role: Job title
Your role in innovation: Passion

THEN, AS A TEAM:
Choose a process to brainstorm against
PICK A PROBLEM TO TACKLE
Find a new insight (C/C/C/C)
Name the ideal solution (pie in the sky!)
Determine what we can learn from what hasn’t worked

What can we learn from what didn’t work?
use the innovation table topics cards to get brainstorming

See what we’re up to>>
Our blog: WhatsYourDigitaliQ.com
Our presentations:
Slideshare.net/iqLab
YouTube.com/GSWiQlab
Our tweets: Twitter.com/iqLab

SethQuillin
SVP, innovations
squillin@iq-w.com
614.778.8203
@squillin
Leigh Householder
Strategist
Leigh.householder@iq-w.com
614.218.9549
@leighhouse

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Innovation for Healthcare Marketing

by IQ the innovation lab of GSW Worldwide on Jun 23, 2010

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Innovation for Healthcare Marketing — Presentation Transcript