Len Starnes gave a presentation at Doctors 2.0 & You in Paris in May 2012 where he shared his journey from being a digital healthcare consultant to becoming a patient, and back again. He suffered a transient ischemic stroke and was later diagnosed with a patent foramen ovale and high blood pressure. He underwent two cardiac catheterization and PFO occluder operations. Through his experience, he learned that pharmaceutical companies should understand the patient journey, differentiate between rational and emotional needs, and be more compassionate and transparent. He suggested those in healthcare marketing could benefit from experiencing what it's like to be a patient.

1. A sobering but enlightening
journey from eMarketeer
to ePatient
…and back again
Len Starnes Doctors 2.0 & You
Digital Healthcare Consultant Paris May 2012

2. Indestructible

3. Transient
ischemic stroke
Destructible Patent foramen ovale (PFO)
2 cardiac catheterization
PFO occluder operations
Protein C blood
value deficiency
High BP

5. Lessons
for pharma
Understand the
patient journey

6. Lessons
for pharma
Differentiate between
rational and
emotional needs

7. Lessons
for pharma
Be more
compassionate
and transparent

8. …perhaps all
eMarketeers require
an internship as an
ePatient?

9. Len Starnes
lenstarnes@googlemail.com
T: + 49 30 781 5513
M: + 49 172 1788253
Skype: lenstarnes
www.linkedin.com/in/lenstarnes
www.twitter.com/lenstarnes
www.slideshare.net/lenstarnes