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How pharma and healthcare brands can engage consumers in order to drive growth

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How pharma and healthcare brands can engage consumers in order to drive growth

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At Cannes Lions Health this year, Ryan Quigley of AbbVie and Jack’s Chief Creative Officer, Bruce Henderson, presented our vision for the future of healthcare brands. It’s not enough for pharmaceutical companies, health insurance companies, and other organizations dedicated to healthcare to merely provide medical or financial solutions. Rather--through content marketing, digital, social & mobile engagement and more--brands must re-connect with people’s needs and revolutionize their healthcare experience. It’s a level of empowerment that could only come from a superhero.

At Cannes Lions Health this year, Ryan Quigley of AbbVie and Jack’s Chief Creative Officer, Bruce Henderson, presented our vision for the future of healthcare brands. It’s not enough for pharmaceutical companies, health insurance companies, and other organizations dedicated to healthcare to merely provide medical or financial solutions. Rather--through content marketing, digital, social & mobile engagement and more--brands must re-connect with people’s needs and revolutionize their healthcare experience. It’s a level of empowerment that could only come from a superhero.

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How pharma and healthcare brands can engage consumers in order to drive growth

  1. 1. Unlocking the hidden superpowers of healthcare brands
  2. 2. of the money spent on health around the world is wasted. 20–40%
  3. 3. think pharmaceutical companies are responsible to provide information and services that help patients manage their own health. 76%
  4. 4. of patients are aware of the services available to them. 20%
  5. 5. The key to unlocking the superpowers?
  6. 6. 1. Be human 2. Be useful 3. Invite participation 4. Build community
  7. 7. 1. Be human 2. Be useful 3. Invite participation 4. Build community
  8. 8. 10 PLAY VIDEO
  9. 9. 1. Be human 2. Be useful 3. Invite participation 4. Build community
  10. 10. EUREKA MOMENT! “What if we could capture the moment a patient throws their injectable into a bin!”
  11. 11. 1. Be human 2. Be useful 3. Invite participation 4. Build community
  12. 12. Patient Story ‘Coexistentia’ represents the co-existence of the body and the disease, separate from one another. The body is shown as an iron cuirass, which displays the armor that the subject constructs, piece by piece, to protect themselves from the disease. The rusted armor symbolizes the relationship between the autoimmune condition of the disease, the passage of time, and the burden carried by patients. The intestinal area was opened by the hands to unveil what is inside. The disease is represented by Rosa Valencia marble, an extremely hard, compact material with red veins, symbolizing the human body and sickness. The work captures the concept of coexistence, adaptation and an inevitable prolonged battle over time.
  13. 13. 1. Be human 2. Be useful 3. Invite participation 4. Build community
  14. 14. 19
  15. 15. How to be a superhero
  16. 16. Talk to us – Request a copy of this presentation jackmorton.com/superheroes Bruce Henderson Chief Creative Officer experience@jackmorton.com

Editor's Notes

  • Intro
    We’ve all wanted to be superheroes as children, because of their special powers
    But can a healthcare brand be a superhero?
    What are the special powers of superheroes? Map these onto healthcare brands.
    Healthcare brands already have these powers - what is stopping them from realising this power?
    The opportunity for brands is to empower people to improve their own journey to better health
    How can healthcare brands achieve this?
    We are excited to explore this in this talk with AbbVie, a brand which is fully committed to improving the patient experience.

  • What’s the cost?
    The World Health Organization estimates that 20 to 40 percent of the money spent on health around the world is wasted on inappropriate tests and treatments
    Many factors contribute to the success of our journeys to better health – the environment is complex (Socio-economic factors, the political environment and regulation)
    Yet we know (particularly in the world of BE) that we can make a difference to people’s lives through the experiences brands create. We can empower a better experience on their healthcare journey
    It’s a huge financial and personal benefit if we can
  • People’s expectations

    People expect pharma brands to help on this journey

    *Quote in slide: Accenture Life Sciences, Great Expectations, U.S. patient research, 2013. A global study of 10,000 patients across the U.S., United Kingdom, France, Germany and Brazil.
  • The disconnect
    Brands are making a huge effort, yet less than 20% of patients are aware of the services available to them*
    Somewhere there is a huge disconnect.
    Patients are not empowered to help themselves, so the superpowers are locked

    **Accenture Life Sciences, Great Expectations, U.S. patient research, 2013. A global study of 10,000 patients across the U.S., United Kingdom, France, Germany and Brazil.
  • The key to unlocking the superpowers?

    The challenge for healthcare brands is the same as for all brands – it’s experiences and not brand comms that matter.
    The key to empowerment is rooted in experience
    And effective experiences have people at their heart (hopes, needs, aspirations)
  • The Brand Experience Principles
    At Jack we’ve identified four principles by which we can ensure brand experiences truly connect with people.
    These principles can transform all BEs, including in health
    They are rooted in an understanding of people and how they live their lives
    The best BEs are a natural extension of how we live our lives

    Be human
    Be delightfully useful
    Invite participation
    Build community
  • Be human
    Of all the principles, this is the one that provides an essential foundation to the success of your brand experience.
    Because you have to understand people and the way they live their lives and truly treat people as human, if you are to create experiences that resonate
    AbbVie’s DTYB is a campaign that we could talk about in relation to all the brand experience principles, but it’s success stems from a human understanding at its core.
    DTYB really got to the heart of a very overlooked condition, by setting out to understand how it was impacting on people’s lives and what the roadblocks were to helping people improve their experience in gaining the correct diagnosis and treatment.
  • The campaign
    The insight - people tend to accept IBP as part of life, playing down the impact it has on them and not discussing it with family and friends.
    The solution - created a campaign which removed the roadblock of lack of awareness and willingness to discuss and provide a practical and immediate means to kick-start the experience journey of diagnosis through to treatment.
    Outline elements of the campaign
    30+ country-specific websites with materials to assist consultations with HCP
    An online symptom checker
    National roadshows
    Flash Mobs
    Media Outreach
    HCP awareness seminars
    Patient testimonial videos.

    Results
    Within the first few months of launching DTYB, the websites achieved and then surpassed their benchmarks. The initiative was expanded from 5 initial countries to over 30.

    • 32% unique visitors took the symptom checker (ENGAGE – benchmark: 25%) [10.0]
    • 11% unique visitors showing clear intent to see an HCP about their back pain, measured by downloading their symptom checker results or an HCP discussion guide (CONVERT – benchmark: 2%) [10.0]
    This equates to around 124,762 people showing intent to visit their HCP!
    In the UK, diagnosis rates were increased by 36%


  • Be delightfully useful
    The best experiences help people solve a problem. Often in a surprising or delightful way. They remove a road-block that you may not have even realised was there.
    these experiences are often powerful kick-starters at the beginning of an experience journey.
  • Text4baby, the first ever free mobile health service in the US
    Insight – low-income, expecting and new moms needed to be empowered to support themselves with a new baby
    Solution: provided a delightfully useful tool to help empower its target audience by providing timely and expert health information via SMS text messages through their baby’s first year.
    Results: connected women to local prenatal and infant care services and resources
    Text4baby mothers were nearly 3X more likely to believe that they were prepared to be new mothers compared to those in the control group
  • Invite participation
    1. Participation in experiences can increase sense of support, control and ultimately ownership of your own patient journey.
    Technology has made it all the more easy to invite participation (multiple social channels available)
    But inviting people isn’t the same as them actually participating. There’s no shortage of brands today (from any industry) that have held parties where nobody came.
    a) people don’t often want to hear direct from brands – preferring friends, family, other people with experience
    b) regulations in healthcare mean social media use is restrictive
    The key to success, is not by focusing on a media platform, but by building your campaign from an insight about people and the way they live their lives.
  • Millennium Pharmaceuticals, My Multiple Myeloma
    1. Insight: Millennium recognised the need for patients to hear other patient voices and have the opportunity to participate, having their own voice heard and supporting others
    2. Solution: Created Local Patient Outreach Programs - live programs where key opinions leaders and patient ambassadors speak with patients – offering real insight from those who understand the disease best and a the opportunity to participate in a real discussion. They also created MyMultipleMyeloma.com which also provided opportunities to participate and share stories.*
    3. Results: Brought patients together and provided an outlet for those patients to learn new things about multiple myeloma from sources they could trust

    *They also created MyMultipleMyeloma.com , a comprehensive resource for myeloma patients where they can learn more about the disease, access information that would help them along their journey (such as financial assistance and emotional support), find portals to online communities and support groups and offer a place where they can share their story. The website includes profiles on several patients and caregivers as well as videos that could help other patients deal with myeloma.
  • Create community
    Every brand wants to create a community
    There is a particularly strong imperative for it in healthcare – communities can help solve problems through support and dialogue
    Yet the challenge is that people are often reticent to talk about their particular condition or issue
    And communities will only form where there is a natural place for them
    So brands have an important role to play in creating a forum where people feel they can talk and one where they can get appropriate and effective information.
    But they must do so with a light touch – and one that’s led with insight of people and the way they live their lives.
  • EmblemHealth Small Steps
    Insight: achieving better health can seem like an overwhelming task
    Solution: split achieving healthier living into smaller, more manageable but meaningful steps and galvinise action through drawing the community together.
    The campaign encouraged participation right within people’s own communities (classes, neighbourhood events, healthy activities etc) in order to empower individuals
    Results
    +130 experiences
    +100,000 people reached
    +10,000 leads


  • Conclusion
    Building the right experience is key to helping empower patients
    But people will only be engaged if it resonates with their lives.
    brands that will be successful in this will be the ones that create experiences that are grounded in this understanding.
    Experiences that are:

    Human
    Delightfully useful
    Invite participation
    Build community

    In this way brands can truly maximise their potential – and unlock those superpowers
  • We would love to hear from you – both about things you are doing to tackle the gap or your thoughts on what we presented today. Please get in touch – we would like to keep the conversation going about how we can all do more.
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