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UX STRAT Europe 2019: Angel Brown, Digitas Health (Workshop)


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UX STRAT Europe 2019: Angel Brown, Digitas Health (Workshop)

  1. 1. 2019 Digitas Health - Confidential WORKSHOP: Build an omnichannel experience strategy June 2019 Angel Brown GROUP DIRECTOR EXPERIENCE STRATEGY @angelbrownuk
  2. 2. HELLO A few words about me and my journey from pure UX into Experience Strategy and the work I do at Digitas Health
  3. 3. 2019 Digitas Health - Confidential WORKSHOP PLAN 3 The plan for the session: • Work through a dummy project to prepare an omnichannel experience strategy to address a key challenge for a pharmaceutical company. • Each group will play the role of the lead strategy team tasked with creating the global omnichannel strategy. • Your task will be to walk through the process, ideate and sharpen your thinking and wrap it up in a business narrative for presentation to the other teams. • In between each step you will get a briefing on the next stage.
  5. 5. 2019 Digitas Health - Confidential THE STEPS FOR TODAY 5 Innovation Experience Story CLIENT Make it magic M ake itright M akeitwork Data & insight Optimisation Journeys Foresight Automation Production Deconstructing the challenge Mining insights Positioning statement Planning the experience Where it fits in Digitas Health’s operating system
  6. 6. 2019 Digitas Health - Confidential THE PRODUCT 6 Imedeen launched in the 80s in Scandinavia. Its range includes a number of supplements as well as a beauty ‘shot’. The Marine Complex, exclusive to IMEDEEN Skincare tablets, is a marine extract rich in proteins and polysaccharides similar to those naturally found in the skin's supportive tissue.
  7. 7. 2019 Digitas Health - Confidential THE PRODUCT 7 2019 Sales have stagnated and Imedeen’s brand team have recognised a need to engage with healthcare professionals to drive recommendation. Recommendation by an HCP is highly desirable. 25% of Imedeen’s sales are driven by recommendation.
  9. 9. 2019 Digitas Health - Confidential WANING LEADERSHIP POSITION Stagnating performance Brand perception suppressing potential Many new challengers Objective is to engage with healthcare professionals – dermatologists – to drive recommendation. GROWTH BRAND ENGAGEMENT To deliver on the brand’s objectives, your strategy must be FAST, EFFECTIVE and MULTI-DIMENSIONAL
  10. 10. 2019 Digitas Health - Confidential ONLY THREE WAYS TO GROW M A X MORE FROM EXISTING USERS ATTRACT COMPETITOR USERS EXPAND THE CATEGORY USER BASE Dermatologists who don’t recommend over the counter (OTC) treatments ever Dermatologists recommend supplements but not Imedeen’s category Dermatologists who recommend other products Dermatologists who already recommend Imedeen when a patient asks for advice
  11. 11. 2019 Digitas Health - Confidential 2019 2023 3.5% Predicted growth 10.5% Marketing leading growth WHAT DOES LEADERSHIP IN TERMS OF GROWTH MEAN? Growth Priority 1 Growth Priority 2 Growth Priority 3 Growth Priority 4 Imedeen’s CAGR is stagnating. Despite projected high growth in the category, analysts expect growth of only 3.2% from 2016 to 2023 9.5% Category growth Current revenue
  12. 12. 2019 Digitas Health - Confidential EXERCISE: GROWTH OBJECTIVES WORKSHEET PART 1 Using your worksheet: • Discuss in your teams the possible types of growth. Work through the types to decide where you will focus your strategy to drive the most growth for Imedeen (M, A or X). • Consider how you will measure your success. DERMATOLOGIST GROWTH PRIORITIES HOW WE WILL MEASURE
  13. 13. PART 3: MINING FOR INSIGHTS 25 minutes
  14. 14. 2019 Digitas Health - Confidential DISCOVERING REALITIES 14 PART 1: 5 minutes Dermatologists are a completely new audience for Imedeen so finding out more about them will be important. You have 40K Euros to buy research for your strategy. As a team, discuss which research you will buy. • Interviews with 12 dermatologists across 3 EU countries – 25K • Survey on sources dermatologists use for information – 10K • SERMO (physician network – mostly US) – 10K • Analyst report – 5K • Social analytics to understand online conversations – 25K • Search analytics – 10K • Competitive analysis – 15K
  15. 15. 2019 Digitas Health - Confidential IDENTIFYING INSIGHTS 15 PART 2: 10 minutes A) Review the product information and the additional research you have been given. Create post-it-notes for findings of interest and any insights you can identify. B) On the wall plot your post-its under the following headings: Company, Brand, Category (beauty supplements), Competitors, Customers, Consumers C) Prioritising: Each team member to take 3 stickers to vote for the most important insights which will help frame your solution to meeting the business challenge.
  16. 16. 2019 Digitas Health - Confidential WHAT IS THE SHIFT WE NEED TO MAKE? 16 What do dermatologists think/feel/do now? What do we want them to think/feel/do? Drivers (factors that will help) Barriers (factors that we will have to overcome)
  17. 17. BREAK 5 minutes
  18. 18. PART 4: POSITIONING STATEMENT 10 minutes
  19. 19. 2019 Digitas Health - Confidential POSITIONING STATEMENT 19 20 minutes Imedeen is… As a team, brainstorm your strategy statement as a value proposition for the dermatologist audience. Contribution to medicine Transformational benefit Emotional benefit What type of patients? Differentiating attributes For what to and because so that Overall outcome
  20. 20. PART 5: PLANNING THE EXPERIENCE 25 minutes
  21. 21. 2019 Digitas Health - Confidential DR. MEYER’S JOURNEY AWARE DIAGNOSIS ADVOCACY Tests Searching for symptoms RECOMMEND Searches for clinical evidence Requests visit from sales rep Searching for information about existing supplements HCP-Triggered (given telephone number etc.) Data Driven (e.g. EHR) Digital (e.g. search or content-triggered) KEY Patient presents for treatment of eczema, has concerns about quality of her skin Dermatologist Low awareness of over the counter (OTC) products CONSIDERATION /TRIAL
  22. 22. 2019 Digitas Health - Confidential TACTICAL IDEATION 22 PART 1: 20 minutes Brainstorm which are the most important moments along the dermatologist’s customer journey where Imedeen will need to play a role. What content, channels and tactics could support each moment? Thinking back to your growth objectives, what KPIs can you identify?
  23. 23. 2019 Digitas Health - Confidential PRIORITISING: IMPACT VS EFFORT 23 Plot each on the wall. Agree on what you will recommend. SOURCE: David Gray, Gamestorming PART 2: 5 minutes
  24. 24. PART 6: SHARE YOUR STRATEGY 15 minutes
  25. 25. 2019 Digitas Health - Confidential SUMMARY 25 Today we took a whirlwind trip through planning a strategy for Imedeen to reach dermatologists. • How to align to the growth objectives • Deriving insights from multiple types of research • Framing the shift we need to make in our audience(s) • Crafting a positioning statement • Ideas for tactics at key moments along the customer journey • Prioritising against impact and effort
  26. 26. THANK YOU
  28. 28. 2019 Digitas Health - Confidential WHAT IS THE SHIFT WE NEED TO MAKE? 28 What do dermatologists think/feel/do now? What do we want them to think/feel/do? Drivers (factors that will help) Barriers (factors that we will have to overcome)
  29. 29. 2019 Digitas Health - Confidential POSITIONING STATEMENT 29 20 minutes Imedeen is… As a team, brainstorm your strategy statement as a value proposition for the dermatologist audience. Contribution to medicine Transformational benefit Emotional benefit What type of patients? Differentiating attributes For what to and because so that Overall outcome
  30. 30. 68% 53% 49% 48% 47% 15% 12% 9% 6% 21% Treatment guidelines Patient education materials Patient support program information Click to chat with a rep Advertisements 8% 3% 8% 23% 36% 17% 5% Multiple times per day Daily Weekly (at least once a week) Monthly (at least once a month) Yearly Never I don’t know/I can’t remember Frequency of seeing information and resources sponsored by a pharma company DESIRED CONTENT FROM PHARMA Dr. Erica Meyer Dermatologist UK 72% Recommend OTC products 41%Interested in pharma supplying educational information Dr. Meyer only has about 10 minutes with each patient so she generally doesn’t have time to talk to about non- prescription products in any depth but a lot of her patients ask about diet and other things they can do to help the health of their skin. She doesn’t really have time to keep up with anything new on the market so tends to suggest the same products she has always done. To recommend a product she needs to be convinced that there is good data to support it. The study needs to be of a good sample size and it needs to show efficacy. If she accepts that a supplement will at least do no harm she can then be concerned about the cost. DRG Taking the pulse 2017 - UK TENNIS FINANCIAL NEWS FOLLOWS TECH STARS VISITS MEDICAL SITES VITAMIN D CONTENT VISITS TRAVEL SITES PERSONA: DERMATOLOGIST “Sure, I am happy for my patients to take supplements for their skin but I don’t really know what is available. I know some of my colleagues in private practice even sell them.” SIGNALS
  31. 31. 45% 41% 33% 25% 13% 11% Pharmaceutical or biotech sales… Online professional message boards,… Online Continuing Medical Education… Offline Continuing Medical Education… Online conferences (recorded or live) Conferences in person PERSONA: DERMATOLOGIST 44% 40% 28% 21% 18% 18% 17% 8% Clinical trial information Prescribing or treatment guidelines Formulary information Drug reference tools (e.g., Epocrates) Ability to report adverse events Information about outcomes and payment… Sample ordering None of the above INFORMATION AND SERVICES OF INTEREST ON PHARMA WEBSITES* 41% 39% 26% 13% 24% 27% 51% 27% 12% 27% LinkedIn Google+ Facebook Twitter None of these Cardiologists All Online EU Physicians MOST ACTIVE SOCIAL CHANNELS DIGITAL INFORMATION SEEKING* 35% 40% 65% 60% Online or digital sources including internet, apps, electronic medical records, etc. Dermatologists skew 5% more towards online pharma information than all EU physicians 0 10000 20000 30000 40000 50000 60000 70000 80000 59% 26% 11% 4% 0% 20% 40% 60% 80% 100% Very concerned Moderately concerned Slightly concerned Not concerned How concerned are you about the lack of attention to a good diet in your skin patients? 0 200 400 600 800 1000 A… M … J… J… A… S… O… N… D… J… F… M … BRAND A BRAND B BRAND C BRAND D IMEDEEN BRAND E MENTIONS BY BRAND ONLINE MENTIONS BY TOPIC AAD World Congress of Dermatology World Skin Health Day EADV SOCIAL PEAKS * Voice of the Customer, DRG 72% 70% 63% 61% 56% 53% 51% Online medical news Colleagues (in person or on phone) Online professional journals Online medical and reference textbooks Print professional journals Health/medical information in the newspaper or… Printed medical and reference textbooks SOURCES USED (WEEKLY)* DERMATOLOGISTS ALL EU PHYSICIANS Treatments Vitamin D Melanoma Ezcema Psoriasis Acne
  32. 32. 2019 Digitas Health - Confidential CURRENT ACTIVITIES 32 Healthcare professionals Consumers
  33. 33. 2019 Digitas Health - Confidential CHANNELS 33 ENGAGEMENT CHANNELS SOCIAL EMAIL WEBMOBILE PRINT VIDEOVOICE REPS INTERACTION AND DELIVERY SERVICES ADVERTISING Generate demand APPLICATIONS Deliver services ECOMMERCE Sell things DISTRIBUTION Deliver via partners CONTACT CENTER Answer questions CONTENT AND ENGAGEMENT MANAGEMENT SERVICES SERVICE AND SUPPORT Address customer inquiries and problems CRM & SFA Salesforce automation & relationship management SOCIAL ENGAGEMENT Engage in social media and communities EMAIL AND MARKETING AUTOMATION Manage outbound messaging WCM Manage web content & inbound experience DAM /MAM Manage image, video & audio assets
  34. 34. 2019 Digitas Health - Confidential OMNICHANNEL METRICS CHANNEL METRICS SOCIAL EMAIL WEBPAID MEDIA SEARCH VIDEO REPS Reach, CTR, traffic driven to site Completion rate EARNED: Engagement rate, Share rate PAID: Engagement rate, share rate, CTR Engagement Score, Opt-in rate, DL rate, Conversion rate Open, CTR, Engagement rate Engagement Score, opt-in rate, DL rate, CVR PAID: CTR, CVR, Impression share Followers, Shares, Reach Downloads Site traffic, downloads, sign-ups Contact rate, increased reported likelihood to prescribe/ recommend
  35. 35. 2019 Digitas Health - Confidential EXPERIENCE PROXIES