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The age of personalisation by Lee Wales, VP Strategy at Ashfield Healthcare Communications

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Lee Wales, VP Strategy Ashfield Healthcare Communications presented at Eyeforpharma 2017 on “The age of personalisation: adopting a customer-focused mindset to create more engaging and effective medical affairs programmes”.

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The age of personalisation by Lee Wales, VP Strategy at Ashfield Healthcare Communications

  1. 1. www.ashfieldhealthcare.com The Age of Personalisation: Adopting a customer-focused mindset to create more engaging and effective medical affairs programmes Lee Wales VP Strategy
  2. 2. We live in the “Age of Personalisation”
  3. 3. The average human attention span has fallen from 12 seconds in 2000, or around the time the mobile revolution began, to eight seconds We live at a time when attention spans are shrinking
  4. 4. The growth in the internet, 24-hour television and mobile phones means that we now receive five times as much information every day as we did in 1986 We live at a time when attention spans are shrinking Yet the volume of information we are exposed to is greater than ever
  5. 5. Healthcare professionals feel these pressures more than most… Inefficient systems Rapidity of new inform- ationPoor filters Wrong timings Poor design Inadequate synopsis Data overload Restricted access Time constraints Asset management
  6. 6. Healthcare Professionals feel these pressures more than most… Inefficient systems Rapidity of new inform- ationPoor filters Wrong timings Poor design Inadequate synopsis Data overload Restricted access Time constraints Asset management THOSE DESIGNING CONTINUING EDUCATION DON’T RESPECT MY TIME AND BANDWIDTH. POOR DESIGN AND TOO MUCH INFORMATION HINDERS MY ABILITY TO PROCESS WHAT I REALLY NEED Medical Education Future Forum, Ashfield
  7. 7. So what does this mean to us?
  8. 8. It is no longer enough to simply deliver communications to meet your medical plan objectives
  9. 9. Communications need to be tailored towards the individual consumer
  10. 10. To ensure healthcare communications reach their intended target and generate true engagement, we need to adopt a customer-focused mindset. This means:
  11. 11. GAINING A DEEPER UNDERSTANDING OF YOUR AUDIENCE 1 CREATING STRATEGIC AND PERSONALISED COMMUNICATION PLANS 2 DEVELOPING PERSONALISED CONTENT THAT CONNECTS 3
  12. 12. www.ashfieldhealthcare.com GAINING A DEEPER UNDERSTANDING OF YOUR AUDIENCE 1
  13. 13. 17 : Part of UDG Healthcare plc www.ashfieldhealthcare.com We need to go beyond this: PHYSICIAN PATIENT
  14. 14. 18 : Part of UDG Healthcare plc www.ashfieldhealthcare.com Eva Brauer DERMATOLOGIST – INNOVATOR John Fletcher DERMATOLOGIST – FOLLOWER My priority is treating each patient as an individual and getting them the best possible care by understanding the latest therapeutic developments and their use My priority is improving my patient’s skin in order to improve their quality of life Digital native: active in local HCP networks Attends one global congress each year SHE BELIEVES: Psoriasis is a systemic disease: we must treat the whole patient, not just the skin We must understand each patient’s individual profile to select the treatment that’s right for them Anti-TNFs have transformed therapy; newer classes of drugs promise further benefits KEY BARRIERS: Lack of time and information overload Little knowledge of the product Educational focus currently on newer classes of drug KEY DRIVERS: The product’s role in holistic care; which patients it benefits Concise, bite-sized, mobile-friendly information *HCP names are for illustrative purposes Likes to learn by talking to colleagues Prefers local meetings to international congresses HE BELIEVES: As a dermatologist, my priority is treating the skin I like tried and tested/familiar medicines I don’t prescribe biologics because of the risks and complexities KEY BARRIERS: Inertia; resistance to use of any biologics Lack of practical experience using biologics Lack of understanding of benefits vs risks KEY DRIVERS: Understanding risks of not treating adequately in special populations The product’s benefit:risk profile; understanding how and when to use; building confidence Local peer recommendations To this:
  15. 15. 19 : Part of UDG Healthcare plc www.ashfieldhealthcare.com Based on those two different personas how might our communications change? DIFFERENT COMMUNICATION GOALS? DIFFERENT CONTENT? DIFFERENT CHANNELS?
  16. 16. 20 : Part of UDG Healthcare plc www.ashfieldhealthcare.com What should be included in a persona? BARRIERS/DRIVERS COMMS. OBJECTIVES WHAT WE WANT THEM TO UNDERSTAND WHAT THEY BELIEVE KEY CHANNELSWHO THEY ARE
  17. 17. 21 : Part of UDG Healthcare plc www.ashfieldhealthcare.com Where can we get this information from? QUANTITATIVE RESEARCH (EXTERNAL) Quantitative research into unmet need, channel preferences, and competitive pressures EXISTING CUSTOMER INSIGHTS Internal interviews with key staff, surveys conducted through email, and interactive workshops EXISTING CUSTOMER DATA Analytics and data from existing websites, tools or platforms QUALITATIVE RESEARCH (EXTERNAL) Speaking directly to customers in focus groups, face-to-face or via telephone interviews
  18. 18. www.ashfieldhealthcare.com CREATING STRATEGIC AND PERSONALISED COMMUNICATION PLANS 2
  19. 19. 23 : Part of UDG Healthcare plc www.ashfieldhealthcare.com If you always do what you always did, you will always get what you always got Albert Einstein
  20. 20. 24 : Part of UDG Healthcare plc www.ashfieldhealthcare.com THINKFEEL I know about AS but it isn’t high on my agenda for elderly patients DETACHED I know about the main diseases I need to watch for in my elderly patients I am the gatekeeper for creating better AS outcomes CURIOUS I feel a sense of duty towards my patients I should take time to understand my role within AS Auscultation is a necessary test to perform with at-risk patients MOTIVATED This is straightforward, no need to look for symptoms! I know who should be performing auscultation and with whom AS is one of the most common and serious valve disease problems AWARE I hadn’t quite appreciated the severity of the disease How can we reduce the impact of AS? AS has a very distinctive sound that I recognise as part of auscultation EMPOWERED I am confident I can identify heart murmurs I understand the AS prognosis I am comfortable with treatment options This is the best thing for my patients I refer all suspected patients for further investigation ENGAGED FROM: I do not actively monitor my patients for aortic stenosis TO: I am responsible for regularly monitoring my patients for symptoms of AS and referring to appropriate specialists when diagnosed
  21. 21. 25 : Part of UDG Healthcare plc www.ashfieldhealthcare.com Education overview – slides THINK I know about AS but it isn’t high on my agenda for elderly patients DETACHED I am the gatekeeper for creating better AS outcomes CURIOUS Auscultation is a necessary test to perform with at-risk patients MOTIVATED AS is one of the most common and serious valve disease problems AWARE AS has a very distinctive sound that I recognise as part of auscultation EMPOWERED I refer all suspected patients for further investigation ENGAGED GP educational brochure GP educational brochure Screening guide Murmur sound flyer GP poster GP educational brochure Screening guide Revealing gaps in information provided
  22. 22. 26 : Part of UDG Healthcare plc www.ashfieldhealthcare.com COM-B behaviour change framework to overcome barriers B Desired behaviour C Capability O Opportunity M Motivation Current behaviour
  23. 23. www.ashfieldhealthcare.com DEVELOPING PERSONALISED CONTENT THAT CONNECTS 3
  24. 24. 28 : Part of UDG Healthcare plc www.ashfieldhealthcare.com The scale of content personalisation Personalisation based on the HIDDEN Personalisation based on the MOMENT Personalisation based on the OBVIOUS
  25. 25. www.ashfieldhealthcare.com: Part of UDG Healthcare plc29 Personalisation based on the obvious • This is the very least we should be doing • Need to ensure the message and the communication format is correct for the intended audience • Has to be done in a meaningful way CONTENT IS TAILORED TO VERY SIMPLE AND OBVIOUS INFORMATION LIKE JOB ROLE, GEOGRAPHICAL LOCATION OR AGE
  26. 26. 30 : Part of UDG Healthcare plc www.ashfieldhealthcare.com Disease tracking app tailored for children
  27. 27. 31 : Part of UDG Healthcare plc www.ashfieldhealthcare.com
  28. 28. 32 : Part of UDG Healthcare plc www.ashfieldhealthcare.com
  29. 29. 33 : Part of UDG Healthcare plc www.ashfieldhealthcare.com
  30. 30. 34 : Part of UDG Healthcare plc www.ashfieldhealthcare.com
  31. 31. 35 : Part of UDG Healthcare plc www.ashfieldhealthcare.com
  32. 32. 36 : Part of UDG Healthcare plc www.ashfieldhealthcare.com Lay summaries: Making clinical trial information more accessible Use of white space, typeset and chunked text aid readability Use of colour, eg to assign sections Representation of numerical values in figures and images Signposts to guide readers through content Images to help readers take in key content
  33. 33. 37 : Part of UDG Healthcare plc www.ashfieldhealthcare.com Personalisation based on the hidden CONTENT IS TAILORED TO THE UNDERLYING PSYCHOLOGY OF AN INDIVIDUAL • This type of personalisation relies on initial research to define audience segments • An initial test or assessment helps to decide which segment a person fits into • Content is delivered to target specific traits of that person
  34. 34. 38 : Part of UDG Healthcare plc www.ashfieldhealthcare.com Personalised patient support 0 1 2 3 4 5 6 0 1 2 3 4 5 6 7 8 First 6 weeks… Week Segment 1 (Highest risk of non-adherence) Phone call prior to each infusion at weeks 0, 2 and 6, email at week 3 At least one contact every 4 weeks Phone call at weeks 2 and 6, email at weeks 4 and 8 Segment 2 (High risk of non-adherence. Interested in additional communication channels) Direct mail at week 0, phone call prior to each infusion at weeks 0, 2 and 6, email at week 3 At least one contact every 4 weeks Phone call at weeks 2 and 6, email at weeks 4 and 8. Segment keen to engage in phone apps and online chat if available Segment 3 (Lowest risk of non-adherence) Phone call prior to each infusion at weeks 0, 2 and 6, email at week 3 Phone call at weeks 2 and 6, email at week 4 Every 8 weeks…
  35. 35. 39 : Part of UDG Healthcare plc www.ashfieldhealthcare.com Personalisation based on the moment CONTENT IS TAILORED BASED ON DYNAMIC DATA USING DIGITAL TECHNOLOGY TO DELIVER • It’s about providing contextual content in real time • Content adapts and changes as more data is uncovered about an individual • The tools that permit this type of personalisation already exist but we are only scratching the surface of what’s possible
  36. 36. 40 : Part of UDG Healthcare plc www.ashfieldhealthcare.com A personalised education system Data is captured and used to improve future training Content adapts based on progress Specific training programme based on segment Pre-training assessment to segment individual
  37. 37. www.ashfieldhealthcare.com Thank you www.ashfieldhealthcare.com @AshfieldHealth lee.wales@ashfieldhealthcare.com

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