Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How pharma and healthcare brands can improve their customer experience

33,120 views

Published on

The SVP and Managing Director of Jack’s Chicago office, Matt Pensinger, presented at Lions Health 2015 with Katie Bang from Eli Lilly and Company about improving the customer experience for patients:
There is growing recognition amongst healthcare brands that understanding the full patient journey is essential for success in today’s healthcare environment. The sheer extent of this both physical and emotional journey, from awareness through to treatment and adherence, opens the patient to many potential experience gaps between their expectations and reality that can lead to frustration, disillusionment and even dropping the prescribed treatment.

So, healthcare companies must understand this journey if they are to improve the customer experience – and offer necessary patient support that extends far beyond a given medication. Being truly effective requires that the entire organisation (from science through to sales) understands the patient journey in order to meet patient needs and effectively engage the many stakeholders that are becoming increasingly important to a therapy’s success.

This is a significant undertaking and healthcare brands and their marketing agencies need to think differently about how they engage with patients and support communications for all the other stakeholders. This talk will examine the experience journey and what it means for the way we market.

Published in: Healthcare, Marketing
  • Diabetes is Now a Thing of the Past! A completely new and readily available solution may now be found below! With it you no longer have to worry about all the horrors formerly associated with this dreadful and merciless disease! Just go now to the link immediately below for the full facts: ♣♣♣ http://t.cn/A6vI6BAP
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Diabetes Cure? You'll Be Shocked What It Is! Gov't Threatens to Shut Down Site. ★★★ https://tinyurl.com/yx3etvck
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • WAIT!!! Do this simple 60-second habit to reverse type 2 diabetes(& lose 1 pound of belly fat every 72 hours). ◆◆◆ https://bit.ly/2mBJACQ
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Girls for sex in your area are there: tinyurl.com/areahotsex
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • If there's a nicer guy in the tipping industry I'm yet to meet them. Glad you let me buy you a pint the other week too. Absolutely the least I could have done. Looking forward to turning this up a notch once I hit £20k banked. ➤➤ http://t.cn/A6vAMkWt
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

How pharma and healthcare brands can improve their customer experience

  1. Embracing The Patient Experience Gap – Matt Pensinger SVP, Managing Director Jack Morton Worldwide 19 June 2015
  2. Hello Matt Pensinger SVP, Managing Director Chicago
  3. Sure, scientific possibility is evolving quicker than ever before… …but many parts of the healthcare system are stuck in the dark ages.  Inaccurate information  Limited patient histories  Physician access challenges  Insurance / Reimbursement hurdles
  4. AND SOME INITIATIVES DESIGNED TO HELP JUST MAKE IT WORSE. OF THE
  5. AWARENESS PATIENT JOURNEY PRESENTATION & DIAGNOSIS TREATMENT SELECTION THERAPY SELECTION & ACCESS COMPLIANCE & SWITCHING OUTCOME
  6. AWARENESS PATIENT JOURNEY GAPS PRESENTATION & DIAGNOSIS TREATMENT SELECTION THERAPY SELECTION & ACCESS COMPLIANCE & SWITCHING OUTCOME
  7. 76%of patients think pharmaceutical companies have a responsibility to provide information and services that help patients manage their own health. Accenture Life Sciences, Great Expectations, U.S. patient research, 2013
  8. And, the industry has responded
  9. But…
  10. 20%of patients are aware of the services available to them. Accenture Life Sciences, Patient Services – Pharma’s Best Kept Secret, Global study, 2015 LESS THAN
  11. SO, WHY THE DIS CONNECT?
  12. The approach to Patient Journeys is flawed  Built from physicians’ perspectives  Too linear  Too narrow  Too simple – fails to integrate all stakeholders  Too limited – misses opportunities beyond adherence
  13. OUR TAKE: FORGET THE PILL
  14. We believe that the experience is the therapy.
  15. Add value – Build around the user – Craft communities – Be human – Brand experience principles for healthcare
  16. Add value
  17. NYU Langone Medical Center palm scanner
  18. Pill Pack Pharmacy
  19. Build around the user
  20. AbbVie Humira Talking Training Pen
  21. Craft communities
  22. Lilly Diabetes T1 Everyday Magic
  23. Be human
  24. Novartis MS Living Like You
  25. Brands ≠ Products Brands = Experiences
  26. Experiences = Better patient outcomes
  27. How we can close the gap 1. Add value 2. Build around the user 3. Craft communities 4. Be human
  28. Talk to us – Contact Peter Sun VP, Brand Marketing Peter_Sun@jackmorton.com +1.212.401.7015 Read our blog at jackmorton.com/blog Follow us on twitter @jackmorton Visit us online at jackmorton.com About Jack Morton We’re a global brand experience agency. We generate breakthrough ideas, connecting brands and people through experiences that transform business. Our portfolio of award-winning work spans 75 years across event marketing, sponsorship marketing, promotion and activation, experience strategy, employee engagement, digital, social, and mobile. Ranked at the top of our field, Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available at: www.jackmorton.com or @jackmorton © Jack Morton Worldwide 2015

×