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OPMA Health Care Trends Wikibrands Presentation (Harvestfest)

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Keynote delivered by Sean Moffitt, Managing Director - Wikibrands November 6th, 2014 in Toronto to the OPMA

Key messages:
- Marketers are winning
- Welcome to the Impact Age
- Top Ten Trends affecting Health Care
- The Seven Changing Role of the Marketing Organization
- Health Care Customer Experience - You No Longer Are in the Business of Selling Pills
- 10 Drivers of Health Care
- 11 Pieces of Advice on Regulatory and Privacy Issues

Published in: Health & Medicine
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OPMA Health Care Trends Wikibrands Presentation (Harvestfest)

  1. 1. A Health Care Harvest – Reaping the Customer Experience Crops and Plan;ng the 2015 Seeds OPMA HarvesCest Toronto November 6, 2014 Sean MoffiK Managing Director -­‐ Wikibrands @seanmoffiK Wikibrands -­‐ Reinven/ng Your Organiza/on in a Customer-­‐Driven Marketplace
  2. 2. #HARVESTFEST #OPMA #wikibrands #2015trends @seanmoffitt @wikibrands
  3. 3. TOP 10 TRENDS THAT ARE RIPE 10 HEALTH CARE EXPERIENCES THAT NEEDS TO BE PRESERVED REGULATORY AND PRIVACY FUNGUS AND MILDEW
  4. 4. Marketers are Winning Again
  5. 5. We are taking over the harvest… Owner of Technology? Owner of Customer Experience? Owner of Culture Change? Prover via Measurement and Data?
  6. 6. Of 30+ different industries, Health Care is projected to be the 6th most disrupted industry segment based on the power of the technology and the crowd. Source: 2014 Crowdsourcing Pulsecheck
  7. 7. Open Rates Click through Rates Email Performance 2006 2008 2010 2012 2014 Source: Epsilon
  8. 8. Organic Reach of Content Published on Facebook Source: Ogilvy
  9. 9. The Fight for Attention Minutes
  10. 10. Is Pharma a Little Broken? Intense Compe//on Demanding Payers More Transparency Demanded Lingering Trust Issues Pa/ent Ability to Pay
  11. 11. ???
  12. 12. Top Pharma Solu;ons beyond pricing: #1 New Service Models #2 Direct-­‐to-­‐ Consumer Ini/a/ves #3 Pa/ent Adherence Source: Booz & Co.
  13. 13. Top Marke;ng Growth $: #1 Social Media #2 Mobile Tech #3 E-­‐Detailing #4 MD-­‐Oriented Media #5 Search Engine Op/miza/on Source: Booz & Co.
  14. 14. 2015 represents a dramatic shift for marketing Creative & COMMS. Excellence content & EXPERIENCE Excellence What brands Believe, know, OR HELP SOLVE AND improve Standardized media EMBRACE OF new media and Technology What brands sell or feature
  15. 15. 1 4 2 6 7 8 9 14 15 16 32 33 34 50 51 52 11 12 13 31 49 17 18 19 20 35 36 37 38 53 54 55 56 21 22 23 24 39 40 41 42 57 58 59 60 25 43 61 10 26 27 28 29 44 45 46 47 64 65 30 5 48 62 63 66 67 3 Experience Entertainment Curation Connection Innovation Speed Efficiency 1. 2. 3. 4. 5. 6. 7. Freedom Customization Collaboration Authenticity Value Globalization 8. 9. 10. 11. 12. 13. 78 79 80 81 82 83 84 86 87 88 89 90 92 93 95 96 97 98 99 100 101 102 103 68 69 70 71 72 73 74 75 76 77 91 94 Original graph crafted by Blinds.com 104 105 106 107 108 109 110 111 112 113 114 115 116 85 PERIODIC TABLE OF MARKETING ELEMENTS 104 105 106 107 108 109 110 111 112 113 114 115 116
  16. 16. 2015 – TREND #1 – CONTENT > ADS The Industry -­‐ We are Doing It -­‐ 93% (vs. 60% in 2013) -­‐ …In More Places – Ave. of 12 Tac/cs/7 Plakorms -­‐ ,…By Inves/ng More -­‐ 78% say more $$$ in 2014 -­‐ …And It Frustrates Us – 95% of CMOs believe “content” it is their biggest challenge Sources: Content Marke/ng Ins/tute, CMO
  17. 17. THE IMPORTANCE OF CONTENT : The Customer -­‐ Customers are caring about it – “Interes/ng Content” is a Top 3 Reason People Follow Brands In Social Media -­‐ Customers are ac/ng on it – clicks from Shared Content are 5X more likely to lead to purchase Sources; Content Marke/ng Ins/tute, CMO
  18. 18. THE IMPORTANCE OF CONTENT : The Marketplace -­‐ It is Driving Performance – content marke/ng costs 62% less than those that don’t -­‐ It is Driving Traffic – companies that Blog 15X per month get 5X more traffic than those that don’t Sources; Content Marke/ng Ins/tute, CMO
  19. 19. What is the GOOD Content? “Content marke/ng is the horest trend in marke/ng because it is the biggest gap between what buyers want and what brands produce.”
  20. 20. So…The Future? Emo;onal or Data-­‐Driven
  21. 21. 2015 – TREND #2 - emotional “Emo/onal Content is twice as effec/ve as ra/onal content, par/cularly awe, hilarity and surprise.” Source:CEB and Berger/Milkman
  22. 22. 2015 – TREND #3 - SMARTER 90% of the data in the world has been created over the last 2 years; only 1% of it is being analyzed, it will grow 12 fold to 40 zerabytes by 2020.
  23. 23. MOBILE LOCATION SOCIAL MEDIA3 SOCIAL MEDIA is Morphing – 6 Forces DATA SENSORS CROWDING @seanmoffir 32
  24. 24. Early Warning Insights
  25. 25. 2015 – TREND #4 – MORE SO LO MO Social -­‐ social commerce 3X as fast as ecommerce/ na/ve social content & ads will be 40% of spend Local -­‐ Loca/on-­‐based mobile media will double in market size by 2017 Mobile -­‐ half of email subscribers now open up emails in mobile , yet 42% of marketers rarely/never use responsive design in their emails/mHealth will be $27 billion by 2017 Sources: Internet retailer, Cisco
  26. 26. THE RISE OF NATIVE CONTENT AND ADS
  27. 27. 2015 – TREND #5 - VISUAL
  28. 28. Be the First
  29. 29. 2015 – TREND #6 - PERSONALIZED “The only way to win at content marke/ng is for the reader to say, ‘This was wriren specifically for me.’” • 41% of customers buy more when emails are personalized • 73% of shoppers prefer personalized experiences • …yet web personaliza/on is currently 10th on list of marke/ng web priori/es
  30. 30. Mash Up Technology -­‐ Novar/s
  31. 31. 2015 – TREND #7 – HYPER-CONNECTED In developed worlds, we will each have 26 smart, connected objects per person by 2020.
  32. 32. Smart Technology – Pixie Scien/fic
  33. 33. TREND #8 - AUTOMATED The average lifespan of a tweet is 12 minutes; a Facebook post is 30 minutes. 64% of content marketers biggest challenge is producing enough content.
  34. 34. 2015 – TREND #9 - IMMERSIVE
  35. 35. 2015 – COUNTERTREND - PRIVACY 53% Data Pragma;sts 31% Data Unconcerned 16% Data Fearful
  36. 36. EmoFonal
  37. 37. Open
  38. 38. Open
  39. 39. Human
  40. 40. “Companies need to catch up to the way that humans now actually work and live. Customer context, /meliness and in/macy are a vital founda/on for content.”
  41. 41. Agile
  42. 42. Behavioral
  43. 43. Personal
  44. 44. “There are more smart people outside your company, than within it. It’s the law of numbers, Be adap/ve.” Reid Hoffman, LinkedIn
  45. 45. Crowds like to par/cipate, but somebody has to lead them.
  46. 46. Curated
  47. 47. Curated
  48. 48. Customer-­‐ Centric
  49. 49. WE-­‐Powered
  50. 50. “Lots of companies don't succeed over /me. What do they fundamentally do wrong? They usually miss the future.” Larry Page, CEO, Google.
  51. 51. Integrated
  52. 52. InnovaFve
  53. 53. Tech-­‐enabled
  54. 54. New forms of content - The Connected Home? Health: Automa;cally track blood pressure, weight, and ac;vity Home Technology Applica/on Areas No/fy when someone is at the door, or when it opens or closes. Safety: Automa;cally light your en;re path to the bathroom at night No/fy of water leaks or flooding while you’re away Get an alert when medicine cabinet opens or closes Caregivers: Monitor fridge door to track meal;mes Get an reminder when the stove is le^ on
  55. 55. “In 2015, it all starts with the story. If you don’t have a good story, find it. And if you can’t tell a good story, learn.”
  56. 56. Immersive
  57. 57. Visual
  58. 58. Causeworthy
  59. 59. Causeworthy
  60. 60. Causeworthy
  61. 61. “It’s not what you do with your product, it’s what they do with it.”
  62. 62. Shareable
  63. 63. Experience-­‐ Building
  64. 64. Solves Life
  65. 65. “Without strategy, content is just stuff, and the world has enough stuff.” Arjun Basu
  66. 66. Resourceful
  67. 67. Data-­‐driven
  68. 68. Commerce-­‐driven
  69. 69. YOU JUST DON’T SELL PILLS ANYMORE
  70. 70. CUSTOMER EXPERIENCE MAPPING Experience Evangelism Everyplace Exchange Pa;ent Dr. Care Give Ad min. Pha rm. Curr ent Credi-­‐ ble Conn-­‐ ected Sell-­‐ ing Pr of. Cons . Value Cost Marketer Customer Unaware Ini/al Pain/ Concern Advance Research Visit/Evalua/on Interven/on/ Treatment Prescrip/on Payment Support/ Monitoring Sustaining Treatment Loyalty Lifestyle Change Pass. Evangelist/ Referrer Fundraiser/ Advocate WHERE IS YOUR BIGGEST PLEASURE OR PAIN POINT?
  71. 71. i. The average wait in a doctor’s office is 21 minutes …yet they only have 12-­‐15 seconds to explain their problem
  72. 72. Fric/on-­‐Free Check-­‐Ins
  73. 73. ii. 83% of patients don’t follow treatment exactly as prescribed
  74. 74. iii. 55% of patients are not contacted between doctor office visits …yet 42% are more likely to be compliant if they receive encouragement from doctor
  75. 75. iv. 93% of patients want to manage their healthcare online
  76. 76. v. 76% of patients believe pharma companies have an obligation to provide information and services that complement what they sell
  77. 77. Incent/Gamify Adherence -­‐ Lifevest
  78. 78. vi. 50% OF Social media users have consulted health in social, TWIce as Developed among youth #1 Support Health-­‐related causes #2 Comment on other health experiences #4 Join health forums or communi;es #3 Post about health experiences #5 Track/share health symptoms/ behavior #6 Post reviews of doctors #7 Post reviews of medica/ons/ treatments #8 Share health-­‐related Videos/images Source: PwC
  79. 79. vii. 39% OF people act as Caregivers for someone else …and they are 52% more likely to consult health online
  80. 80. viii. PharmaceUticals LAGS OTHER INDUSTRIES AND HEALTH CARE PLAYERS IN TRUST
  81. 81. ix. 68% of patients are online several hours per day and prefer pharma companies to get in touch through digital channels
  82. 82. x. Technology can replace 80% of what doctors do
  83. 83. New forms of content - The Connected PHYSICIAN?
  84. 84. Regulatory and Privacy Fungus and Mildew
  85. 85. Directly • Within Indica;on/Within Adver;sing – Follow the Rules • Adverse Drug Reac;ons – automate • Self Regula;on -­‐ Guidelines/Digital Rules • Community Building – Fence Around Your Brand
  86. 86. Indirectly • Visualiza/on vs. Statement • Awareness > Adver/sing • Corporate Brand Name and Storytelling • Partnerships/Chari/es • Employee Stories/Data • Pa/ent Stories/Data • Business Extensions/Features • Be the First
  87. 87. Your HARVEST Marketing Transformation • Join the Impact Age – personalized, immersive and smarter customer experiences and marke/ng • You are no longer just pill sellers -­‐ you are experience, pa/ent and physician engagement managers • Ignore the ten 2015 trends at your peril – be lez and right brained • Develop a culture of company-­‐wide purpose, trust, engagement and content – top-­‐down and borom-­‐up • Develop marke;ng competencies across all 7 Chief Content officer areas NOW
  88. 88. @seanmoffir #harveskest @wikibrands

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