A Prescription for Effective Marketing; Aligning HCPs with the Patient Experience
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A Prescription for Effective Marketing; Aligning HCPs with the Patient Experience
- 1. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | A Prescription for Effective Marketing Aligning HCPs with the Patient Experience Oracle Confidential – Internal/Restricted/Highly Restricted
- 2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | @MarilynECox Marilyn.e.cox@oracle.com If I couldn’t be a Modern Marketer, I would be a professional wrestler with the WWE Oracle Confidential – Internal/Restricted/Highly Restricted 2 @KQJunio Kristy.Junio@oracle.com If I couldn’t be a Modern Marketer, I’d spend my days teaching people how to dance
- 3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #1 85% agree that patient- centricity is the best route to future profitability. Adjust your strategy to focus on the patient journey. Oracle Confidential – Internal/Restricted/Highly Restricted 3
- 4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #2 Each patient is unique in how their condition changes over time. Communicate the right information @ the right stage of disease progression. Oracle Confidential – Internal/Restricted/Highly Restricted 4
- 5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #3 Each patient is unique in how their condition changes over time. Communicate the right information @ the right stage of disease progression. Oracle Confidential – Internal/Restricted/Highly Restricted 5
- 6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #4 Ensure your key message meets the needs of the patients at each specific point in their disease progression. Oracle Confidential – Internal/Restricted/Highly Restricted 6
- 7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #5 Provide support for both the healthcare team and patients from diagnosis to ongoing management. Oracle Confidential – Internal/Restricted/Highly Restricted 7
- 8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #6 A strong inbound strategy is necessary to drive engagement with patients, and cannot occur alone. HCPs and pharma must align. Oracle Confidential – Internal/Restricted/Highly Restricted 8
- 9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #7 Educate the entire treatment team on safety and technology. Work with these HCPs to deliver the content required for patient support. Oracle Confidential – Internal/Restricted/Highly Restricted 9
- 10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #8 Shift from marketing your brand and drug. Connect patients and caregivers with information that helps and heals. Oracle Confidential – Internal/Restricted/Highly Restricted 10
- 11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #9 Provide how-to videos, content published by patients, expectations around lifestyle adjustment, healthy tips & advice for staying productive Oracle Confidential – Internal/Restricted/Highly Restricted 11
- 12. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #10 Develop healthy living communications that educate on proper diet, exercise and medication consumption. Oracle Confidential – Internal/Restricted/Highly Restricted 12
- 13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Tweetable Takeaway #11 Leverage online use medical apps to collect insight to better service your audience and drive the direction of content creation. Oracle Confidential – Internal/Restricted/Highly Restricted 13
- 14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The Patient Journey Could Be Like This…. 14 Need / Intent 1 Research2 Targeted Engagement 3 Customer Service 6 Recommend 8 Patient Outreach7 5 Purchase/ Enroll Personalized Recommendation 4 Chris Caissons Chat Hi! My name is Julie. It looks like you are interested in health insurance plans. How can I help? Julie: Julie (Listening) Oracle Confidential – Restricted Hi! My name is Julie. It looks like you are interested in learning more about Zonal. How can I help you? @drfsmith Feeling good on my new regimen. Thanks thegreat patient care!
- 15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | What Makes a Great Patient Journey 15 It’s All The Little Things That Count Know and Connect With Your Patients Engage & Deliver Seamless, Value Oriented, Consistent Experiences Provide a Need/Goal Based Individualized Experience 1 2 3 • Detect intent and engage pro-actively • Personalize communications and deliver needs based solution recommendations • Engage seamlessly across channels to fulfill the patient requirements/needs • Pro-active on-line assistance, needs based, guided recommendations • Connect patients to the right recommendations at the right time • Self Service wellness recommendations and product updates. • Impactful engagement and recommendations • Consultative solution modeling to deliver a compelling offer to expand the relationship Oracle Confidential – Restricted
- 16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The Compliance Struggle Oracle Confidential – Restricted 16 The need to deliver timely and highly personalized engagement at scale Strict compliance adherence and the need to protect patient health information VS
- 17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 17Oracle Confidential – Restricted EMAIL MOBILE SOCIAL WEB COMMERCE SALES DISPLAY PAID SOCIAL SEARCH • APIs • Enterprise Integrations • App Marketplace Open Platform Pull together marketing apps, data and media Collaboration Develop streamlined processes for marketing teams • Asset sharing • Data sharing • Cross team collaboration • External collaboration • Workflow & Approvals Data & Segmentation Identify and target audiences individually • Contact profiles • Custom data • Behavioral data • Personas • Segmentation • Audience Data Marketplace • Intent and Interest Data • ePHI Protection Reporting, Analytics & Predictive Intelligence Attribute revenue for marketing • Campaign reporting • Content reporting • Revenue Attribution and transaction reporting • Look-a-like • Lead scoring • Audience analytics Enterprise A platform that marketers love, but IT trusts • User management and roles • Sandboxes • HA/DR • Globalization Content Engage customers personally • Personalization • Message editors • Content marketing • Asset management Cross-Channel Orchestration & Campaign Management Create consistent experience • Campaigns and programs • Landing Pages and Forms • Real time response • Audience Injection • Secure delivery portal
Editor's Notes
- Awareness and recognition, presentation and diagnosis, treatment selection, brand selection and access, switching and persistency. Those are the phases of the patient journey as practiced by many companies. And that’s a good patient-centric journey to follow, but is there something missing? According to the Industry Healthcheck 2014 report, 85% of respondents agree that patient-centricity is the best route to future profitability. And many companies are adjusting their strategy to focus on that patient journey.
- Through mobile applications, drug conversion and medication adherence programs, and patient portals, pharmaceutical companies are working to provide content that guides the patient through a journey. But it’s important to remember that each patient is unique in how their condition changes over time. Healthcare providers and pharmaceutical companies must align to communicate to the patient the right information at the right stage of disease progression.
- As a pharmaceutical organization you must become that information concierge. You must help facilitate the conversations between the patients and HCPs. By enabling the patient to self-advocate and educating the HCPs on therapies and pre and post therapy wellness services, you can become this facilitator. This is what will gain favor and access to the those hard to see HCPs. So let’s look at some best practices and examples of how to effectively educate, enable, and facilitate…..
- Ensure your key message meets the needs of the patients at each specific point in their disease progression. If you have a prostate cancer patient recently diagnosed, offer him support through a patient advocacy network. If the patient is beginning radiation or chemotherapy treatments offer informative content developed by compatible POLs as well as recipes for meals that will alleviate nausea.
- Janssen Healthcare has created several “Care4Today” programs. These programs provide support that extends throughout the entire patient journey. Their mental health solutions provide support for both the healthcare team (staff, administrators, and implementation managers) and patients from diagnosis to ongoing management. They offer patient and facilitator workbooks and videos, web and mobile tools, reminder services, and outcome analysis. Their objective is to educate everyone that’s a part of the journey to reduce relapse and re-hospitalization. Their orthopedic solutions provide patients management programs for people undergoing orthopedic surgery. The education content is designed to help patient recovery at home and improve patient outcomes. Janssen has plans to launch a heart health solution including a technology platform, support center, personalized exercise program, and education curriculum. These support services also include mobile health manager apps for family members to monitor medication adherence, a reward program to allocate charitable donations based on adherence, and reports that track medication schedules
- Understand that a strong inbound strategy is necessary to drive engagement with patients, and this cannot occur alone. Healthcare providers and pharmaceutical companies must align to provide the best care and support to the patient.
- In the case of Bayer’s drug, Xofigo, they decided on a micro-approach. They focused on 41 comprehensive cancer hospitals across Canada. They implemented a key account management approach. Bayer also developed workshops to educate the entire treatment team from HCPs to hospital administrators on radiation safety and technology. Work with these HCPs to deliver the content required for patient support.
- Enable patients to self-educate about impending condition experiences before they occur. Deliver an FAQ sheet. This should contain information on common questions asked by patients of the disease. It should also contain a list of questions the patient should ask to the HCP during their next visit. Shift from a marketing mindset to that of a facilitator of helpful information. You no longer market and brand your drug, you connect patients and caregivers with information that helps and heals.
- An example of fantastic patient-centric content can be found on Genentech’s Rheumatoid Arthritis site. Every piece of content on this site is written with the patient in mind. In fact, most of the content is written by actual RA patients. You can read each of their bios under the “Meet the Experts” section. Patients can find how-to videos on cooking with RA, daily inspirational quotes published by patients, community polls requesting input on future site development, expectations around lifestyle adjustment, healthy tips and advice for staying productive. There’s an “Around the Home” section that provides advice on setting up the kitchen, fashion tips, and easy to use household tools for RA patients. The site also provides content for the families and caregivers as well as doctor discussion content. Every “offer” on the site is educational in nature. The only form on the site does not lead to drug information, rather it offers a treatment tracking journal. This helpful content also extends to their brand site. Their use of infographics provides perspective around the condition.
- Develop healthy living communications that educate both patients and caregivers on proper diet, exercise and medication consumption. These communications should be very specific to the disease of the patient as well as the disease stage of the patient. Exercise and diet restrictions will vary by disease and condition stage and this communication must be adjusted accordingly. Also consider a medication notification form. This form should allow patients and caregivers to set-up alerts for medication email reminders and track medication adherence in a format that can be easily shared with the HCP.
- Apps are a fantastic way to deliver interactive content that promotes healthy lifestyles and medication adherence. Bayer has an app to help MS patients manage meds. Novartis’ oncology division produced a few apps too, such as My Acro Manager to help patients with Acromegaly track test results, medication updates and improve their knowledge of their condition. Medication adherence apps and a tool to track symptoms from HIV treatment are among Merck’s apps. Many of these apps are also utilized by HCPs. In fact over 50% of healthcare apps are accessed by HCPs. Top apps include HCP tools and medical reference guides. These apps serve several purposes: They provide the sales organizations with a value-based offer They empower the patients and HCPs to self-educate and become their own advocate They capture the interaction with the app. These companies are collecting that important insight to better service their audience and drive the direction of their content creation.
- Patients expect more from their healthcare experience – movement toward consumerism (applying the Amazon experience toward healthcare) Although the end to end experience, we’re all not their yet – patients, consumers, providers – but as health innovations increase and advance, just like any adoption cycle, we anticipate the same for the overall healthcare experience By starting with the first steps of address a connected patient experience, with a likely scenario that its by brand or product right now, we also can start to hypothesize about how all these brand experiences can intersect in the future. A patient doesn’t think “How can this product help me”, they are looking for the answer to “how can I get better/healthier” overall. This leaves the opportunity for us to look at how we can connect the overall healthcare experience all together. Just imagine a world where your health experience connects the dots from your provider, the prescriptions you by, the retail OTC products you purchase…if this experience can be stitched together to deliver you healthier life options, how attractive is that overall? Barriers today It’s new It’s perceived as not being secure because of the incidents that we have seen in the news