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Big Physician and Patient Engagement
Trends You Can’t Miss for Brand Planning
DRG Digital | DRGDigital.com
Contact Digital...
2
Today’s Presenters
Meredith Ressi
SVP, DRG Digital
@meredithressi
Rory Stanton
Head of Patient Research
@rorystanton
Ben...
3
DRG Digital Brand Planning Series
Digital has become core to brand planning – but where do you start? We want to make
yo...
4
Manhattan Research is part of DRG’s suite of
healthcare intelligence
DRG DIGITAL
We’re still Manhattan Research – the
in...
5
We make it easier to understand and engage
your physicians, patients and payers
50+ DRG DIGITAL AND
ANALYTICS EXPERTS
+
...
6
HCPs and patients are digital-first for health across the globe
16 million social
conversations about
breast cancer*
87%...
7
And in 2017, health decisions are driven by digital
66% of patients who research Rx info online agree it
influences thei...
8
Digital has become central to brand planning
Reasons for switching
Brand attitudes
Unmet needs
Emotions and motivators
C...
9
The good and the bad for brands…
• More data to make decisions
• New ways to reach and engage
customers
• Increased targ...
7 big physician and patient trends for planning
1. Brand visibility is increasingly challenging in the digital ecosystem
2...
11
#1: Brand visibility is increasingly
challenging in the digital ecosystem
12
Even if you have the right content–
getting to your customers in the right
place, at the right time is not an easy task...
13
HCPs spending most of their time away from your website – but that
doesn’t mean they don’t want to hear from you…
Among...
14
Digital ecosystem mapping and search analytics can reveal costly
keyword missteps
52%
19% 18%
7% 5% 3% 2% 1%
Asthma
Exa...
15
Many patient content and support investments have low visibility in the
digital ecosystem
Source: DRG Digital – Manhatt...
16
Ways to increase your visibility in the complex digital ecosystem
Cross-channel integration
Partnership & advertising
C...
17
#2: Value and experience are
the new product differentiators
18
High touch, concierge-like retail, travel, CPG experiences have raised the bar
– being a medication provider is not eno...
19
52% of U.S. physicians are
more likely to prescribe a drug
that comes with strong patient
education and support materia...
20Source: DRG Digital
Marketing limited to mass media,
one-size fits all disruption tactics
Data-driven, personalized inte...
21
Traditional patient journey limits opportunity for brands to intervene
New
Symptoms
Patient
experiences
symptoms
Determ...
22
Digitally-powered patient journey shows new ways for brands to add value
New
Symptoms
Patient
experiences
symptoms
Dete...
23
ePharma Physician® 2016, Taking the Pulse® EU 2015, Taking the Pulse® China 2016, Taking the Pulse® Brazil 2016
Find yo...
24
Luckily – your physicians and patients are telling you what they need!
Survey-based data tells you preferred
content an...
25
#3: Your brand experience is mobile
26
Mobile Rx info-seeking is surging
Among U.S. online adults who research prescription drugs online (n=3216)
91%
84% 84%
...
27
Physicians use smartphones throughout the workday
Source: DRG Digital – Manhattan Research, Taking the Pulse® US 2016
D...
28Source: Google Keyword Planner, February 2016 – January 2017, English - US
Health info-seeking is mobile-first
57%
60%
6...
29Source: Google Page Speed test
Mobile speed matters – slow brand websites will lose visitors
Brand.com of $$ billion dol...
30
 Do you have a strong understanding of how device behavior and info/resource
needs vary across the patient journey and...
31
#4: New learning formats transform
medical and disease education
32
Video
• Processed by the brain 60,000 times faster
than text – uses less cognitive energy
• “Browsers” prefer video ove...
33
Strong interest in video and immersive formats for learning
• 70% of U.S. physicians are interested
in watching a CME o...
34
Oncologists show strong interest in pharma providing them images and
videos to share with their patients
Among Oncologi...
35
Physicians show high interest in VR for learning about Rx
55% of US physicians
are interested in using
virtual reality ...
36
#5: Brands must factor payers into
their cross-channel engagement plans
37
Engage with new customers as care decisions shift
Doctors
IDNs, Payers
Traditional
center of care
decisions
Patients, C...
38
Payers are highly digital – pharma companies must supplement traditional
interactions with tech-driven, “always-on” eng...
39
Account touchpoints that last beyond in-person discussions – moving
beyond the dossier with interactive tools & leave b...
www.DecisionResourcesGroup.com
© 2016 DR/Decision Resources, LLC. All rights reserved.
Source: DRG Digital – Manhattan Res...
41
Artificial intelligence
Ad-tech and
personalization
Sensors, apps and digital
therapeutics
Telehealth and
remote care
W...
42
#7: Dynamic digital data sources
as a critical input to brand planning
43
Moving forward on the data-driven customer maturity matrix
Level 1
Digital Behavior Insights
Level 2
Engagement Design
...
44
How a non-personalized brand experience can feel for your customers…
Interaction #1
Hi I’m Dory
Interaction #2
Hi I’m D...
45
Digital “voice of the
customer” as a key source
of market research
Digital now a part of the earliest stages of plannin...
46
The new brand planning data stack
Traditional market
research | Offline
media data | Customer
service data | CRM
Tradit...
47
Creating the right content and
being in the right channels,
tailoring engagement approach
by platform
Personalized inte...
7 big physician and patient trends for planning
1. Brand visibility is increasingly challenging in the digital ecosystem
2...
Source: DRG Digital – Manhattan Research 49
Ok that was a lot….what now?
Source: DRG Digital – Manhattan Research 50
Let data be your guide….
PHYSICIAN AND PATIENT
MULTICHANNEL INSIGHTS
(MANHATTA...
Source: DRG Digital – Manhattan Research 51
Use this data to fuel a customer-centric engagement strategy
Map your customer...
Source: DRG Digital – Manhattan Research 52
Case study: Digital strategy playbook for a new indication launch
Our solution...
Source: DRG Digital – Manhattan Research 53
Case study: Digital strategy playbook for a new indication launch
Client chall...
Source: DRG Digital – Manhattan Research 54
Sample learnings from the digital strategy playbook
Discovered online influenc...
55
4 ways DRG Digital can help you for brand planning….
Digitally-Powered
Patient Journey
Digital Brand Audit &
Competitiv...
Source: DRG Digital – Manhattan Research 56
Questions?
Visit bit.ly/DRGDigitalBrand for more webinars, eBooks, infographic...
57
DRG Digital Brand Planning Series
Digital has become core to brand planning – but where do you start? We want to make
y...
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7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand Planning

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Pharma's customers, media, technology, and the healthcare landscape have evolved tremendously over the past year – with new opportunities and threats that will impact every healthcare marketers’ brand planning.

Which opportunities and threats are most significant? How can you best position your brand for success in today’s new marketing reality?



DRG Digital Senior VP Meredith Ressi distills a year’s worth of research and news into a concise webinar that will help strengthen your brand planning:

- Seven big physician and patient engagement trends you can’t miss for 2017 brand planning
- Key data sources you need to be better informed about your patients and physicians
- Practical framework for determining the right channels, media and content for your audience
- Resources and tips you can share with your organization

Published in: Healthcare
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7 Big Physician and Patient Engagement Trends You Can’t Miss for Brand Planning

  1. 1. Big Physician and Patient Engagement Trends You Can’t Miss for Brand Planning DRG Digital | DRGDigital.com Contact Digital@TeamDRG.com or visit DRGDigital.com for more physician and patient insights 7
  2. 2. 2 Today’s Presenters Meredith Ressi SVP, DRG Digital @meredithressi Rory Stanton Head of Patient Research @rorystanton Ben Katz Principal Digital Strategist @benjakatz
  3. 3. 3 DRG Digital Brand Planning Series Digital has become core to brand planning – but where do you start? We want to make your decisions easier – join our analyst-led webinars and resources to help marketers get up to speed on the latest trends that will impact their brand planning this year. • DTC TV to Digital – Jan 26 – recording available • 7 Big Physician and Patient Engagement Trends – Today • Enhance Your Patient Journey Mapping for More Effective Patient Engagement – March 15 • Pharma Launch Planning in a New Customer Reality – April 4 • Physician Multichannel Engagement 2017 – May • Beyond the Pill Innovation – July Visit bit.ly/DRGDigitalBrand to sign up
  4. 4. 4 Manhattan Research is part of DRG’s suite of healthcare intelligence DRG DIGITAL We’re still Manhattan Research – the industry’s best source for multichannel research and expertise Enhanced further with DRG capabilities: • Proprietary DRG data assets e.g. RWE database • Custom analytics team and advanced methodologies • Access to 200+ analysts; world’s leading disease experts TO GET YOU COMPREHENSIVE AND ACTIONABLE ANSWERS TO YOUR TOUGHEST BUSINESS QUESTIONS
  5. 5. 5 We make it easier to understand and engage your physicians, patients and payers 50+ DRG DIGITAL AND ANALYTICS EXPERTS + PROPRIETARY FRAMEWORKS We own the data We know the data We get you expert answers faster YOUR QUESTIONS PHYSICIAN AND PATIENT MULTICHANNEL INSIGHTS (MANHATTAN RESEARCH) 10K+ patient interviews in 50+ disease areas and 5 countries 6K+ physician interviews in 25 specialties and 28 countries CLAIMS DATA (200M U.S. LIVES) EPI DATA DRG DIGITAL DATA STACK FORMULARY DATA WEBSITE & APP PERFORMANCE CLICKSTREAM DATA VOICE-OF-THE- CUSTOMER (SOCIAL) SEARCH BEHAVIOR DRG Digital’s Data Stack, analysts & frameworks So you can make data- decisions with confidence
  6. 6. 6 HCPs and patients are digital-first for health across the globe 16 million social conversations about breast cancer* 87% of Brazil physicians prefer digital over print sources for clinical decision making Source: DRG Digital – Manhattan Research, Taking the Pulse® Brazil 2016, Cybercitizen Health® US 2016, Taking the Pulse® China 2016, Cybercitizen Health® Europe 2016, *English language only 75% of China physicians use their smartphone for professional purposes at home 56% of online EU5 consumers with a chronic condition watch health videos 2.2+ million yearly searches for “diabetes” related terms in Australia* 54% of rheumatoid arthritis patients with a smartphone use this device for health info while at the doctor’s office
  7. 7. 7 And in 2017, health decisions are driven by digital 66% of patients who research Rx info online agree it influences their medication choice.* 80% of hospital FDMs are more likely to grant favorable formulary status to drug offering BlueStar over a similar drug without this offering. 71% of physicians agree HCP websites influence their clinical decisions.* Source: DRG Digital – Manhattan Research, Taking the Pulse® US 2016, ePharma Consumer® 2015, Taking the Pulse® FDM 2015 Among US patients, physicians and payers; *4-5 pts on 5pt influence scale
  8. 8. 8 Digital has become central to brand planning Reasons for switching Brand attitudes Unmet needs Emotions and motivators Competitive intelligence Digital as a key source of customer insight Digital as the anchor of customer experience & decision-making Digital as a therapeutic poised to drive outcomes & influences prescribing
  9. 9. 9 The good and the bad for brands… • More data to make decisions • New ways to reach and engage customers • Increased targeting and advertising efficiencies • Potential for increased ROI and patient outcomes • Too much data – where do we start? • My customers are everywhere – how do I reach them? • More decisions, more competing priorities • Am I even allowed to do that? • Google why did you change your algorithm again? WHY?
  10. 10. 7 big physician and patient trends for planning 1. Brand visibility is increasingly challenging in the digital ecosystem 2. Value and experience are the new product differentiators 3. Your brand experience is mobile 4. New learning formats transform medical and disease education 5. Brands must factor payers into their cross-channel engagement plans 6. Emerging disruptions: words you can’t afford to ignore anymore 7. Dynamic digital data sources as a critical input to brand planning Creating your playbook for brand customer success
  11. 11. 11 #1: Brand visibility is increasingly challenging in the digital ecosystem
  12. 12. 12 Even if you have the right content– getting to your customers in the right place, at the right time is not an easy task It’s a crowded digital ecosystem - capturing attention is not an easy task Source: http://www.littlejackmarketing.com/blog/2015/04/this-is-how-much-online-content-is-created-every-minute/ Every MINUTE:
  13. 13. 13 HCPs spending most of their time away from your website – but that doesn’t mean they don’t want to hear from you… Among U.S. physicians Source: ePharma Physician® 2016 Pharma company info sources 32% Independent info sources 68% US physician reliance on sources for Rx info online Monolithic web properties and portals Atomized content that can be shared across the digital ecosystem 65% of US physicians agree: “I don’t care whether I use a product or service website from pharma, I just care that I find the info I need.”
  14. 14. 14 Digital ecosystem mapping and search analytics can reveal costly keyword missteps 52% 19% 18% 7% 5% 3% 2% 1% Asthma Exacerbations Acute Asthma Asthma Attack Persistent Asthma Severe Asthma Chronic Asthma Asthma Emergency Brittle Asthma Keyword search demand by type of asthma Asthma awareness Asthma education Causes Symptoms Diagnosis Treatment Condition management Clinical Journey 3 in 5 U.S. asthma patients used search engines to look up Rx info in past year Search ranking analysis showed that pharma websites had very low organic search visibility SiteA.c om SiteB. com SiteC.com SiteD.com Keyword Average monthly searches Organic search results ranking Keyword #1 246,000 Keyword #2 60,500 13 4 Keyword #3 12,100 19 13 Keyword #4 6,600 15 12 Keyword #5 6,600 14 Keyword #6 6,600
  15. 15. 15 Many patient content and support investments have low visibility in the digital ecosystem Source: DRG Digital – Manhattan Research, ePharma Consumer® Digital Brand Perception 2015, ePharma Consumer® 2016 *Agreement ranked 4 or 5 on a 5-point agreement scaler) Diabetes AZ’s Fit2Me.com: 81% MSDiabetes Sanofi GoMeals app: 84% Biogen’s AboveMS.com: 74% Percentage of patients diagnosed with respective condition who are unaware of below resource:
  16. 16. 16 Ways to increase your visibility in the complex digital ecosystem Cross-channel integration Partnership & advertising Content SEO & shareability Influencers & advocacy Tech hygiene Emerging opportunities to get closer to the customer (e.g., EHR, programmatic) Measure to see what’s working and not for you and competitors Visit here to see the full blog post with more details on above
  17. 17. 17 #2: Value and experience are the new product differentiators
  18. 18. 18 High touch, concierge-like retail, travel, CPG experiences have raised the bar – being a medication provider is not enough Source: DRG Digital – Manhattan Research, Cybercitizen Health® US 2016, Cybercitizen Health® EU 2016 59% of US online consumers say they expect the healthcare system to offer the same level of customer service they receive at a service- oriented company like Amazon.com. 55% of online EU5 consumers expect pharma companies to help them with more than just providing a medication.
  19. 19. 19 52% of U.S. physicians are more likely to prescribe a drug that comes with strong patient education and support materials Source: DRG Digital – Manhattan Research, ePharma Physician® 2016, Taking the Pulse® EU 2015, Taking the Pulse® China 2016, Taking the Pulse® Brazil 2016 35% of Rx requesters agree that having a pharma brand improve their overall experience is just as valuable to them as a drug that works well. Delivering on this expectation can move the needle on Rx decisions
  20. 20. 20Source: DRG Digital Marketing limited to mass media, one-size fits all disruption tactics Data-driven, personalized interactions driven by customer need/behavior, not limited by campaign end Targeting patients once they are symptomatic or diagnosed Building relationships across customer lifespan – people not just patients Attempt to build trust at the same time as pushing a products Foundation of trust established before they need you Customer-centric mindsetPush marketing mindset New mindset for success in the digital-first, value-driven market
  21. 21. 21 Traditional patient journey limits opportunity for brands to intervene New Symptoms Patient experiences symptoms Determine to self-treat of see physician Provider network check Search online for what to ask my doctor Patient & HCP interaction Lab testing Diagnosis Treatment option presentation Option evaluation Treatment decision Brand presentation Brand access coverage check Cost discussion Script pick- up from pharmacy Treatment checkup Stop, Continue, Switch Compliance & persistence Online symptom identification research Online research of diagnosed condition Online research to compare branded vs. generics HCP referral visit Research ratings/reviews of specialists online Look online for co-pay coupons Leverage digital condition management apps & resources Use digital resources to understand Tx coverage Use digital resources to manage adherence Go online to make a doctor’s appointment Use smartphone to look up what doctor is saying Turn to online communities for support Prep for doctor’s visit Diagnosis Selecting Treatment Condition Management Treatment Switching 51% of patients go online after receiving Rx – and 26% ask their doctor to change Rx as a result Source: DRG Digital – Manhattan Research, ePharma Consumer® 2016 (US adults)
  22. 22. 22 Digitally-powered patient journey shows new ways for brands to add value New Symptoms Patient experiences symptoms Determine to self-treat of see physician Provider network check Search online for what to ask my doctor Patient & HCP interaction Lab testing Diagnosis Treatment option presentation Option evaluation Treatment decision Brand presentation Brand access coverage check Cost discussion Script pick- up from pharmacy Treatment checkup Stop, Continue, Switch Compliance & persistence Online symptom identification research Online research of diagnosed condition Online research to compare branded vs. generics HCP referral visit Research ratings/reviews of specialists online Look online for co-pay coupons Leverage digital condition management apps & resources Use digital resources to understand Tx coverage Use digital resources to manage adherence Go online to make a doctor’s appointment Use smartphone to look up what doctor is saying Turn to online communities for support Prep for doctor’s visit Diagnosis Selecting Treatment Condition Management Treatment Switching Learn more about Digitally-Powered Patient Journey
  23. 23. 23 ePharma Physician® 2016, Taking the Pulse® EU 2015, Taking the Pulse® China 2016, Taking the Pulse® Brazil 2016 Find your content and service sweet spot Content & Support Sweet Spot Does it add utility to your customer at a key point in their journey? Does it align to a business objective/motivate a desired behavior? Is there white space in the market for you to capitalize on? Is it doable to create and sustain, or can you repurpose existing content?
  24. 24. 24 Luckily – your physicians and patients are telling you what they need! Survey-based data tells you preferred content and support services Third-party website analysis shows most used content and tools Social analysis reveals “voice of the customer” needs and attitudes Keyword analysis identifies info needs at different decision points Contact us to request this data for your specific patient/physician audience and country
  25. 25. 25 #3: Your brand experience is mobile
  26. 26. 26 Mobile Rx info-seeking is surging Among U.S. online adults who research prescription drugs online (n=3216) 91% 84% 84% 78% 76% 67% 23% 24% 35% 38% 46% 54% 8% 11% 21% 25% 27% 24% 2011 2012 2013 2014 2015 2016 Desktop/laptop Smartphone Tablet Devices US consumers use to access prescription drug information online Source: DRG Digital – Manhattan Research, ePharma Consumer® 2016
  27. 27. 27 Physicians use smartphones throughout the workday Source: DRG Digital – Manhattan Research, Taking the Pulse® US 2016 During patient consults Between patient consults At home 46% 23% 68% 45% 51% 43% Percentage of US physicians who use respective device at different points throughout workday
  28. 28. 28Source: Google Keyword Planner, February 2016 – January 2017, English - US Health info-seeking is mobile-first 57% 60% 65% 34% 32% 28% 9% 8% 7% Rheumatoid arthritis Breast cancer Psoriasis Mobile devices Computers Tablets Devices used for condition-related Google searches Condition keyword + related queries (e.g., rheumatoid arthritis symptoms)
  29. 29. 29Source: Google Page Speed test Mobile speed matters – slow brand websites will lose visitors Brand.com of $$ billion dollar Rx
  30. 30. 30  Do you have a strong understanding of how device behavior and info/resource needs vary across the patient journey and physician workflow?  Are you prioritizing content in a way that reflects how your audience uses different devices? .  Is your message clear and focused? Are you providing a direct path to desired behavior?  Are technical and design issues like mobile website speed causing you to lose your audience?  Is an app, rather than a website, best suited to your objective?  How are Google’s mobile algorithm updates impacting your SEO?  Are you tailoring your search strategy to account for the different types of information people search for on mobile versus desktop? Mobile checklist for brands Visit here to see the full blog post with more details on above
  31. 31. 31 #4: New learning formats transform medical and disease education
  32. 32. 32 Video • Processed by the brain 60,000 times faster than text – uses less cognitive energy • “Browsers” prefer video over text, video • More likely to create an emotional bond Text • Goal oriented info seekers more willing to use over video because willing to use cognitive energy • Personalities who don’t like to give up control may prefer text The case for video vs. text Source: https://www.psychologytoday.com/blog/behind-online-behavior/201505/video-vs-text-the-brain-perspective Factors for choosing video vs. text: visitors’ state of mind; type of product/service seeking; overall personality
  33. 33. 33 Strong interest in video and immersive formats for learning • 70% of U.S. physicians are interested in watching a CME or medical training video provided by a pharma company. • 88% of physicians in Brazil watch professional online video. • 46% of online U.S. patients who were diagnosed with a chronic condition within the last year. Source: DRG Digital – Manhattan Research, ePharma Consumer® 2016, Taking the Pulse® 2016, Taking the Pulse® Brazil 2016
  34. 34. 34 Oncologists show strong interest in pharma providing them images and videos to share with their patients Among Oncologists: When looking online for information to share with your patients, which of the following have you used or would you be interested in using on a pharma website for healthcare professionals? Among U.S. physicians Oncologists n=107 Disease information Patient education materials for download/print Slide show decks about a product Links to patient support websites Patient assistance programs or tools Patient education in various languages Links to disease websites provided by pharma companies Pre-recorded webcasts about a product Searchable image database Games or quizzes Downloadable videos regarding efficacy and safety Have used Interest in using Source: DRG Digital – Manhattan Research, ePharma Physician® 2016 Low current use but high interest indicates opportunity to fill gap
  35. 35. 35 Physicians show high interest in VR for learning about Rx 55% of US physicians are interested in using virtual reality to learn about new treatments Source: DRG Digital – Manhattan Research, Taking the Pulse® 2016
  36. 36. 36 #5: Brands must factor payers into their cross-channel engagement plans
  37. 37. 37 Engage with new customers as care decisions shift Doctors IDNs, Payers Traditional center of care decisions Patients, Caregivers Nurses, Pharmacists 50% of US physicians say patient requests influence their clinical decisions* 60% of US physicians say formulary guidelines influence their clinical decisions* Compared to 2 years ago, 38% of RNs seeing patients say they’ve increased time spent on patient care** Retail and specialty pharmacists spend nearly 1/3 of their day on patient care activities (significant jump from 2013) Taking the Pulse® US 2016, Taking the Pulse® Nurses 2015, Taking the Pulse® Pharmacists 2015, *4-5pts on 5pt influence scale, **study conducted in 2015
  38. 38. 38 Payers are highly digital – pharma companies must supplement traditional interactions with tech-driven, “always-on” engagement Traditional Account Manager  Payer Relationship Email Social Mobile, apps Search Influencers Webinars Video F2F mtgs Ads Websites, content The 360° Payer Relationship Learn Evaluate Decide Support Account manager Payer 74% of MCO P&T committee members agree* they rely on digital resources more than offline ones for formulary decision-making*Strongly or somewhat agree (4-5pts on 5pt agreement scale) Source: DRG Digital - Manhattan Research, Taking the Pulse® Formulary Decision Makers 2015
  39. 39. 39 Account touchpoints that last beyond in-person discussions – moving beyond the dossier with interactive tools & leave behinds Pharmas should provide visual and immersive interactive resources, such as interactive online tools and apps that let them play with data inputs on budget impact models, to further engagement beyond account manager meetings. A number of pharmas employ these sorts of tools in tablet rep details, but could benefit from extending them, given strong at-home use of digital resources for committee work (57% of hospital P&T committee members do so weekly, and 38% of PBM P&T committee members do so daily). Source: DRG Digital - Manhattan Research, Taking the Pulse® Formulary Decision Makers 2015 39% 37% 37% 33% 29% 36% 43% 27% 25% 12% 31% 56% 44% 13% 19% An interactive online tool where I can change data inputs to see different market scenarios Email me supporting evidence in digital format Email me summary reports of meeting topics of interest Provide access to customized reports from our meeting on a secure website An app to change data inputs to see different market scenarios Hospital MCO PBM Types of digital resources FDMs would like pharma account managers to provide them to navigate on their own time
  40. 40. www.DecisionResourcesGroup.com © 2016 DR/Decision Resources, LLC. All rights reserved. Source: DRG Digital – Manhattan Research 40 #6: Emerging disruptions: words you can’t ignore anymore
  41. 41. 41 Artificial intelligence Ad-tech and personalization Sensors, apps and digital therapeutics Telehealth and remote care Words you can’t ignore anymore...
  42. 42. 42 #7: Dynamic digital data sources as a critical input to brand planning
  43. 43. 43 Moving forward on the data-driven customer maturity matrix Level 1 Digital Behavior Insights Level 2 Engagement Design Level 3 Execution Strategy Level 4 Real-time Optimization Customer Insights uncover where audiences are leveraging digital across the health journey, what key terms they search for and behaviors and motivations at different journey points? Voice of the customer data to identify pain points and drive service innovation Tweak the marketing mix and service offerings in real time to react to real world analytics Automate marketing tactics to personalize messaging based on previous digital behaviors Clickstream Analysis Attribution Model Personalization – where they are ready for messaging ImpactonPatientEngagement&CustomerExperienceDesign Less Mature More Mature
  44. 44. 44 How a non-personalized brand experience can feel for your customers… Interaction #1 Hi I’m Dory Interaction #2 Hi I’m Dory Interaction #10 Hi I’m Dory Interaction #50 Hi I’m Dory
  45. 45. 45 Digital “voice of the customer” as a key source of market research Digital now a part of the earliest stages of planning Brand planning 2017: Digital the key to understand and engage Customer-first brand plan Cross-channel physician and patient brand experience
  46. 46. 46 The new brand planning data stack Traditional market research | Offline media data | Customer service data | CRM Traditional data sources Social | Search Website & app activity Programmatic data Real-world marketing data Claims | EHR Real world evidence Static patient journey research  Real-time customer experience intelligence Lock it and leave it planning  Iterative decision making, ROI optimization Brand as advertiser  Brand as valued partner in health
  47. 47. 47 Creating the right content and being in the right channels, tailoring engagement approach by platform Personalized interactions based on individual behavior Engagement strategy not dictated by customer need, low visibility in ecosystem The true potential for brand ROI in digital is experiences and interventions designed for each individual’s needs Realizing full potential for ROI IncreasedROIpotential Brands who are able to connect with patients and HCPs in a relevant way - in the moment they need it – will win in the new customer-driven market
  48. 48. 7 big physician and patient trends for planning 1. Brand visibility is increasingly challenging in the digital ecosystem 2. Value and experience are the new product differentiators 3. Your brand experience is mobile 4. New learning formats transform medical and disease education 5. Brands must factor payers into their cross-channel engagement plans 6. Emerging disruptions: words you can’t afford to ignore anymore 7. Dynamic digital data sources as a critical input to brand planning Creating your playbook for brand customer success
  49. 49. Source: DRG Digital – Manhattan Research 49 Ok that was a lot….what now?
  50. 50. Source: DRG Digital – Manhattan Research 50 Let data be your guide…. PHYSICIAN AND PATIENT MULTICHANNEL INSIGHTS (MANHATTAN RESEARCH) 10K+ patient interviews in 50+ disease areas and 5 countries 6K+ physician interviews in 25 specialties and 29 countries CLAIMS DATA (200M U.S. LIVES) EPI DATA DRG DIGITAL DATA STACK FORMULARY DATA WEBSITE & APP PERFORMANCE CLICKSTREAM DATA VOICE-OF-THE- CUSTOMER (SOCIAL) SEARCH BEHAVIOR YOUR BRAND QUESTIONS  Deeper understanding of your specialist and patient audiences  New intervention points to add value in journey  Right channels, content and message to promote your brand and engage your customers
  51. 51. Source: DRG Digital – Manhattan Research 51 Use this data to fuel a customer-centric engagement strategy Map your customer’s journey & digital ecosystem with multiple, integrated date sources Audit existing brand offerings Develop content & services to fill gaps Optimize for search, social & screens Test, measure & optimize Nurture relationships with on-going support Distribute in the right channels & context
  52. 52. Source: DRG Digital – Manhattan Research 52 Case study: Digital strategy playbook for a new indication launch Our solution: DRG leveraged our proprietary Digital Ecosystem Analysis framework to develop holistic audience and competitor insights to inform the brand team’s planning efforts through strategic and tactical recommendations. Foundational customer insights Search analysis Social intelligence Digital landscape Web analytics and benchmarking Project outcomes: Client had recommendations to enable them to: Understand Reach and engage Support Provided customer insights such as pain points and key barriers, and approaches to address these through digital Uncovering white-space opportunities for reaching their audience and content themes to engage them Identified beyond-the-pill support features and functionality to attract differentiate from competitors Integrated analysis and expert recommendations
  53. 53. Source: DRG Digital – Manhattan Research 53 Case study: Digital strategy playbook for a new indication launch Client challenge: A pharma brand received approval for a new indication and the brand team needed to revise their digital strategy for their new audience. To do this, they were looking to understand: • How can we maximize our marketing spend to prioritize relevant digital channels? • Which content and services should we develop for increasing engagement? • How can we differentiate my brand from my competition in a crowded market? • How can I provide value to customers through digital channels across all stages of their treatment journey?
  54. 54. Source: DRG Digital – Manhattan Research 54 Sample learnings from the digital strategy playbook Discovered online influencers for partnershipsIdentified key content needs and website features Prioritized marketing channels and tactics Identified opportunities across the treatment journey
  55. 55. 55 4 ways DRG Digital can help you for brand planning…. Digitally-Powered Patient Journey Digital Brand Audit & Competitive Landscape Content & Channel Engagement Playbook KPI Planning & Measurement Want to better understand and engage your customers? Contact Digital@TeamDRG.com
  56. 56. Source: DRG Digital – Manhattan Research 56 Questions? Visit bit.ly/DRGDigitalBrand for more webinars, eBooks, infographics and blog posts to help your brand planning decisions Contact Digital@TeamDRG.com to talk to us about data, analytics and expert decision support for your specific questions and audiences
  57. 57. 57 DRG Digital Brand Planning Series Digital has become core to brand planning – but where do you start? We want to make your decisions easier – join our analyst-led webinars and resources to help marketers get up to speed on the latest trends that will impact their brand planning this year. • DTC TV to Digital – Jan 26 – recording available • 7 Big Physician and Patient Engagement Trends – Today • Enhance Your Patient Journey Mapping for More Effective Patient Engagement – March 15 • Pharma Launch Planning in a New Customer Reality – April 4 • Physician Multichannel Engagement 2017 – May • Beyond the Pill Innovation – July Visit bit.ly/DRGDigitalBrand to sign up

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