The document discusses the significant gaps in the patient experience within the healthcare system, highlighting issues such as inaccurate information and limited access to services. It emphasizes the responsibility of pharmaceutical companies to improve patient engagement and proposes that the focus should shift from medication to enhancing overall patient experiences. Key recommendations for closing the experience gap include adding value, centering on user needs, creating supportive communities, and humanizing brand interactions.

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

4. 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

6. AND SOME
INITIATIVES DESIGNED TO HELP
JUST MAKE IT
WORSE.
OF THE

8. AWARENESS
PATIENT
JOURNEY PRESENTATION & DIAGNOSIS
TREATMENT SELECTION
THERAPY SELECTION & ACCESS
COMPLIANCE & SWITCHING
OUTCOME

9. AWARENESS
PATIENT
JOURNEY
GAPS
PRESENTATION & DIAGNOSIS
TREATMENT SELECTION
THERAPY SELECTION & ACCESS
COMPLIANCE & SWITCHING
OUTCOME

10. 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

11. And, the industry has responded

12. But…

13. 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

14. SO, WHY THE
DIS
CONNECT?

15. 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

16. OUR TAKE:
FORGET
THE PILL

17. We believe that the
experience is the
therapy.

18. Add value
–
Build around the
user
–
Craft communities
–
Be human
–
Brand
experience
principles for
healthcare

19. Add
value

20. NYU
Langone
Medical
Center
palm scanner

21. Pill Pack
Pharmacy

22. Build
around
the user

23. AbbVie
Humira
Talking
Training
Pen

24. Craft
communities

25. Lilly
Diabetes
T1
Everyday
Magic

26. Be
human

27. Novartis
MS
Living
Like You

28. Brands ≠ Products
Brands = Experiences

29. Experiences =
Better patient outcomes

30. How we can close the gap
1. Add value
2. Build around the user
3. Craft communities
4. Be human

31. 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