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HCP Experience Mapping:
Documenting the Road to Marketing Success




                      Presented by
                      Ryan DeShazer
                      SVP, Digital Experience
                      GSW Worldwide

       T: @ryandeshazer
       Li: LinkedIn.com/in/ryandeshazer
       E: ryan.deshazer@gsw-w.com
       MediaPost Search Insider
       “Subject to Search” Q2, 2013
What Is Experience, Really?


 According to Merriam-Webster…


 Experience - “something personally encountered,
          undergone, or lived through”
Today
   Your ask
What are we talking about?

  1. What would be your pre-launch plan for BG-12?
According to the conference program…
  2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
     there is a more appropriate patient type?
   3. How would you position BG-12 against our competition? What do you see as being the
   1. Creating content in the context of the patient/physician experience
      limitations of the current “no compromises” position?
   2. Addressing the complexity of a digitally integrated marketing
   4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
       ecosystem
     adherence programs, nurse services, financial services, etc…)? What are the some of the
     challenges and opportunities?
   5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
      would be appropriate?
Today
  Your ask
What I really want to talk about…

  1. What would be your pre-launch plan for BG-12?
  2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
     there is a more appropriate patient type?
                                          1. Insights
  3. How would you position BG-12 against our competition? What do you see as being the
                                       2. Ecosystem
     limitations of the current “no compromises” position?
   4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
                                  3. Understanding
     adherence programs, nurse services, financial services, etc…)? What are the some of the
     challenges and opportunities?
  5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
     would be appropriate?
Insights
Connecting w/ HCPs is Challenging



 Professional Journals              Digital & Mobile




     Conventions                    Social & Peers




     Paid Search                     Sales Force
How HCPs Consume Digital Information*




 *“Screen to Script: The Doctor’s Digital Path to Treatment” – Google/Manhattan Research, June 2012
The Importance of Digital Touch Points

• 99% of clinicians use the internet to
  support their practices
• Physicians spend twice as much time
  using online resources compared to
  print
• More doctors start with a search engine
  than any other online resource or
  website
  – 84% use search engines daily for
    professional purposes
• 87% of physicians use a smartphone or
  tablet device in their practices
• Physicians watch online video an
  average of 3 hours per week for
  professional purposes
The Usual Suspects
Building Brand Experiences


 Brand actions andinteractions
 choreographed to enable
 meaningful human
 connections with immediate
 and lasting impact
Show of Hands…
 Your ask

 1. What would be your pre-launch plan for BG-12?
 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
    there is a more appropriate patient type?
 3. How would you position BG-12 against our competition? What do you see as being the
    limitations of the current “no compromises” position?
 4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
   adherence programs, nurse services, financial services, etc…)? What are the some of the
   challenges and opportunities?
 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
    would be appropriate?
KPIs: Secret Ingredient to Digital Experiences
 Your ask
Demystifying KPIs
   Your ask
Before we can deploy effective communications, we need clear business objectives
aligned to intelligentyour pre-launch plan for BG-12?
    1. What would be KPIs
  2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
  • Most misapplied component of digital marketing
     there is a more appropriate patient type?
  • Far more sophisticated than impressions, clicks, retweets,
  3. How would you position BG-12 against our competition? What do you see as being the
      mentions, etc.
     limitations of the current “no compromises” position?
   • Mash-up of two or more important metrics that provide
   4. What do you think the most optimal patient experience would look like on BG-12 (i.e.
       contextual relevancy to data
     adherence programs, nurse services, financial services, etc…)? What are the some of the
  • challenges and opportunities?
      Successful KPIs provide immediate insight into the performance
  5. Whatanyyour thoughts on DTC atprogram BG-12? What level of engagement do you think
      of are communications launch for
     would be appropriate?
     You have to know where you’re going before you know what to pack
Ecosystem
Content Marketing via Channel Activation
 Your ask

 1. HCPs can be a difficult group to find and connect with
 2. It’s important to identify specific HCP audiences, and
    discern the unique information consumption patterns
    demonstrated by each
 3. It’s equally important to understand the role each audience
    type plays across the care continuum
 4. Prioritizing HCP audiences then sets the stage for
    meaningful ecosystem development


 KEY – “digital experience mapping” IS content marketing
Patient Journey

                                   Chronic Condition



   ONSET OF SYMPTOMS              SPECIALIST DIAGNOSIS            ONGOING TREATMENT




Patient visits PCP             Patient sees specialist          Patient lives with condition
 Preliminary diagnosis made    Specialist diagnoses patient    Ongoing treatment as part of
                                                                  augmented lifestyle
 Specialist referral           Treats patient
                                                                 PCP often responsible for aided
                                Discharges patient with          ongoing care
                                 treatment plan
Ecosystem – Integrated, Non-Linear Experience



                             Mobile

                Point of
                 Care                    eDetailing




                             PharmaCo
                                               Web site
        Online Pubs                           experience




                                          Social
              Web Video                   Media

                           Sales force
The Virtuous Cycle of Content Marketing

                                                Create and promote
        5         1                            optimized content and
                                                      assets                                        5         1
    4                 2                                 1                                               KOL
                                                                                                4                 2
             3
                                                                                                         3
         Traffic and community
                                                                                       Content is
         help research; develop
                                                                                  noticed, shared, and
         and further grow social          5                                2            voted on;
          networks for content
                                                   PharmaCo                        awareness grows
                and SEO

                                                                                                    5         1
    5         1
                                                                                                4                 2
        KOL
4                 2                            4                       3                                 3
         3                Increased links &
                           social exposure
                          grow search and                         Increased exposure
                            referral traffic                          attracts more
                                                                subscribers, fans, friend
                                                                 s, followers, and links
Cultivate KOLs through Google Authorship

 • Patent #7765209 filed September 13,
   2005

 • Google beginning to assess the authority
   of individual authors rather than simply
   organizations/domains

 • Authorship markup will allows brands to
   identify and cultivate KOLs as original
   content is attributed to emerging thought
   leaders

 • KOLs will, over time, help shape the
   online dialog. This is power that brands
   can harness to influence HCP
   perceptions.
Understanding
Why Do We Care About Data?
  Your ask
Because our customers are telling us their secrets


• Definitive source of customer
  intelligence
• Fluid, peer-to-peer exchanges
  across social media allow for voice
  of customer insights
  − They ARE happening MLR team!

• With smart KPIs intact, data
  analytics delivers real-time insight
  into the dynamics of the
  marketplace
The Big Deal Over Big Data


   “Datarati are companies that have the edge in consumer
    data insight…Data is ubiquitous and cheap, analytical
  ability is scarce… The sexiest job in the next ten years will
                        be statistician.”

    Hal Varian
    Chief Economist, Google
Data Overload Is A Real Problem
Multi-Channel Compounds Complexity
 Your ask

 • Range of digital touches can lead to
 1. What would be your pre-launch plan for BG-12?
   brand engagement
 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
 • there is a more appropriate patient type? is
     Identifying most crucial touches
     hard work!
 3. How would you position BG-12 against our competition? What do you see as being the
 • limitations of the currentattribution
     Start with linear “no compromises” position?
 • What do time, investigate different experience would look like on BG-12 (i.e.
 4. Over you think the most optimal patient
   adherence programs, nurse services, financial services, etc…)? What are the some of the
    models and apply common-sense
   challenges and opportunities?
    logic
 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
    would be appropriate?
Robust Intelligence for Pharma
   Your ask
• Out-of-the-box web analytics only
  serves up table stakes data for BG-12?
   1. What would be your pre-launch plan
   2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel
      there is a more appropriate patient type?
• Focus instead on two types of data
  analyses: you position BG-12 against our competition? What do you see as being the
   3. How would
     limitations of the current “no compromises” position?
   1. What do you think the most optimal patient experience would look like on BG-12 (i.e.
   4. Event-based analytics (EBA)
   2. adherence programs, nurse services, financial services, etc…)? What are the some of the
        Cohort analysis
      challenges and opportunities?
   5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think
      would be appropriate?
Event-Based Analytics (EBA)

• Events are key website interactions
  (downloads, video views, newsletter
  registrations)
• Event focus helps eliminate a majority
  of clickstream data clutter
• Events can be prioritized, and
  assigned unique values relative to
  organizational goals
• Funnel visualizations demonstrate
  key touch points that lead to event
  outcomes
EBA: Micro- & Macro-Conversions


• Confirm relationship
• Assign a value to those behaviors

  Option 1 – Gut instinct
  Option 2 – Statistical Analysis
        Regression Statistics
  Multiple R         0.235157717
  R Square           0.055299152
  Adjusted R Square 0.036405135
  Standard Error      2.47206886
  Observations                52

  ANOVA
                       df             SS            MS             F       Significance F
  Regression                  1    17.88608532   17.88608532   2.926807575           9.3%
  Residual                   50    305.5562224   6.111124447
  Total                      51    323.4423077

                Coefficients Standard Error        t Stat       P-value      Lower 95%      Upper 95%      Lower 95.0%     Upper 95.0%
  Intercept      2.527505404   1.300149212       1.944011796   0.057531803    -0.08392109    5.138931898     -0.08392109    5.138931898
  INTERNAL SEARCH 0.01896799
                  Action        0.01108726       1.710791505   0.093318059   -0.003301426    0.041237407    -0.003301426    0.041237407
Cohort Analysis


• Cohort analysis groups like visitors
  for comparative purposes
• Cohorts are flexible and
  customizable, enabling meaningful
  analysis
• Understanding key interactions by
  cohort will help healthcare
  marketers better understand the
  patient journey across multiple
  digital properties
SECRET SAUCE BONUS: Serious HCP Insights
  Your ask

• HCP-specific insights
  − Confirmed reach
  − Site interactions
  − Critical content
  − Search keywords = HCP vocabulary


• Firmographic segmentation
  − Unique web experiences by HCP type
Rapid Iteration Required
  Your ask


• HCP behaviors are constantly evolving
• Our content and channel selections must
  evolve just as quickly
• Over time, today’s “Understanding”
  becomes tomorrow’s “Insight”
• The “Three Screen” future
The Emerging Best-in-Class
  Your ask
Pharma’s next-gen marketing innovators will…


• Introduce content that has proven to be popular (topic and type)
• Build enablement tools to quickly secure MLR approvals on new
  content
• Build up online profiles of KOLs, leveraging Google AuthorRank
  − Companies are now legitimately only as good as their people
• Rapidly iterate!
THANK YOU!!




                   Ryan DeShazer
                   SVP, Digital Experience
                   GSW Worldwide


    T: @ryandeshazer
    Li: LinkedIn.com/in/ryandeshazer
    E: ryan.deshazer@gsw-w.com
    MediaPost Search Insider
    “Subject to Search” Q2, 2013

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Digital Pharma East: HCP Experience Mapping

  • 1. HCP Experience Mapping: Documenting the Road to Marketing Success Presented by Ryan DeShazer SVP, Digital Experience GSW Worldwide T: @ryandeshazer Li: LinkedIn.com/in/ryandeshazer E: ryan.deshazer@gsw-w.com MediaPost Search Insider “Subject to Search” Q2, 2013
  • 2. What Is Experience, Really? According to Merriam-Webster… Experience - “something personally encountered, undergone, or lived through”
  • 3. Today Your ask What are we talking about? 1. What would be your pre-launch plan for BG-12? According to the conference program… 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel there is a more appropriate patient type? 3. How would you position BG-12 against our competition? What do you see as being the 1. Creating content in the context of the patient/physician experience limitations of the current “no compromises” position? 2. Addressing the complexity of a digitally integrated marketing 4. What do you think the most optimal patient experience would look like on BG-12 (i.e. ecosystem adherence programs, nurse services, financial services, etc…)? What are the some of the challenges and opportunities? 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think would be appropriate?
  • 4. Today Your ask What I really want to talk about… 1. What would be your pre-launch plan for BG-12? 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel there is a more appropriate patient type? 1. Insights 3. How would you position BG-12 against our competition? What do you see as being the 2. Ecosystem limitations of the current “no compromises” position? 4. What do you think the most optimal patient experience would look like on BG-12 (i.e. 3. Understanding adherence programs, nurse services, financial services, etc…)? What are the some of the challenges and opportunities? 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think would be appropriate?
  • 6. Connecting w/ HCPs is Challenging Professional Journals Digital & Mobile Conventions Social & Peers Paid Search Sales Force
  • 7. How HCPs Consume Digital Information* *“Screen to Script: The Doctor’s Digital Path to Treatment” – Google/Manhattan Research, June 2012
  • 8. The Importance of Digital Touch Points • 99% of clinicians use the internet to support their practices • Physicians spend twice as much time using online resources compared to print • More doctors start with a search engine than any other online resource or website – 84% use search engines daily for professional purposes • 87% of physicians use a smartphone or tablet device in their practices • Physicians watch online video an average of 3 hours per week for professional purposes
  • 10. Building Brand Experiences Brand actions andinteractions choreographed to enable meaningful human connections with immediate and lasting impact
  • 11. Show of Hands… Your ask 1. What would be your pre-launch plan for BG-12? 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel there is a more appropriate patient type? 3. How would you position BG-12 against our competition? What do you see as being the limitations of the current “no compromises” position? 4. What do you think the most optimal patient experience would look like on BG-12 (i.e. adherence programs, nurse services, financial services, etc…)? What are the some of the challenges and opportunities? 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think would be appropriate?
  • 12. KPIs: Secret Ingredient to Digital Experiences Your ask
  • 13. Demystifying KPIs Your ask Before we can deploy effective communications, we need clear business objectives aligned to intelligentyour pre-launch plan for BG-12? 1. What would be KPIs 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel • Most misapplied component of digital marketing there is a more appropriate patient type? • Far more sophisticated than impressions, clicks, retweets, 3. How would you position BG-12 against our competition? What do you see as being the mentions, etc. limitations of the current “no compromises” position? • Mash-up of two or more important metrics that provide 4. What do you think the most optimal patient experience would look like on BG-12 (i.e. contextual relevancy to data adherence programs, nurse services, financial services, etc…)? What are the some of the • challenges and opportunities? Successful KPIs provide immediate insight into the performance 5. Whatanyyour thoughts on DTC atprogram BG-12? What level of engagement do you think of are communications launch for would be appropriate? You have to know where you’re going before you know what to pack
  • 15. Content Marketing via Channel Activation Your ask 1. HCPs can be a difficult group to find and connect with 2. It’s important to identify specific HCP audiences, and discern the unique information consumption patterns demonstrated by each 3. It’s equally important to understand the role each audience type plays across the care continuum 4. Prioritizing HCP audiences then sets the stage for meaningful ecosystem development KEY – “digital experience mapping” IS content marketing
  • 16. Patient Journey Chronic Condition ONSET OF SYMPTOMS SPECIALIST DIAGNOSIS ONGOING TREATMENT Patient visits PCP Patient sees specialist Patient lives with condition  Preliminary diagnosis made  Specialist diagnoses patient  Ongoing treatment as part of augmented lifestyle  Specialist referral  Treats patient  PCP often responsible for aided  Discharges patient with ongoing care treatment plan
  • 17. Ecosystem – Integrated, Non-Linear Experience Mobile Point of Care eDetailing PharmaCo Web site Online Pubs experience Social Web Video Media Sales force
  • 18. The Virtuous Cycle of Content Marketing Create and promote 5 1 optimized content and assets 5 1 4 2 1 KOL 4 2 3 3 Traffic and community Content is help research; develop noticed, shared, and and further grow social 5 2 voted on; networks for content PharmaCo awareness grows and SEO 5 1 5 1 4 2 KOL 4 2 4 3 3 3 Increased links & social exposure grow search and Increased exposure referral traffic attracts more subscribers, fans, friend s, followers, and links
  • 19. Cultivate KOLs through Google Authorship • Patent #7765209 filed September 13, 2005 • Google beginning to assess the authority of individual authors rather than simply organizations/domains • Authorship markup will allows brands to identify and cultivate KOLs as original content is attributed to emerging thought leaders • KOLs will, over time, help shape the online dialog. This is power that brands can harness to influence HCP perceptions.
  • 21. Why Do We Care About Data? Your ask Because our customers are telling us their secrets • Definitive source of customer intelligence • Fluid, peer-to-peer exchanges across social media allow for voice of customer insights − They ARE happening MLR team! • With smart KPIs intact, data analytics delivers real-time insight into the dynamics of the marketplace
  • 22. The Big Deal Over Big Data “Datarati are companies that have the edge in consumer data insight…Data is ubiquitous and cheap, analytical ability is scarce… The sexiest job in the next ten years will be statistician.” Hal Varian Chief Economist, Google
  • 23. Data Overload Is A Real Problem
  • 24. Multi-Channel Compounds Complexity Your ask • Range of digital touches can lead to 1. What would be your pre-launch plan for BG-12? brand engagement 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel • there is a more appropriate patient type? is Identifying most crucial touches hard work! 3. How would you position BG-12 against our competition? What do you see as being the • limitations of the currentattribution Start with linear “no compromises” position? • What do time, investigate different experience would look like on BG-12 (i.e. 4. Over you think the most optimal patient adherence programs, nurse services, financial services, etc…)? What are the some of the models and apply common-sense challenges and opportunities? logic 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think would be appropriate?
  • 25. Robust Intelligence for Pharma Your ask • Out-of-the-box web analytics only serves up table stakes data for BG-12? 1. What would be your pre-launch plan 2. How would you bring quitters/sideline patients back into the market for BG-12, or do you feel there is a more appropriate patient type? • Focus instead on two types of data analyses: you position BG-12 against our competition? What do you see as being the 3. How would limitations of the current “no compromises” position? 1. What do you think the most optimal patient experience would look like on BG-12 (i.e. 4. Event-based analytics (EBA) 2. adherence programs, nurse services, financial services, etc…)? What are the some of the Cohort analysis challenges and opportunities? 5. What are your thoughts on DTC at launch for BG-12? What level of engagement do you think would be appropriate?
  • 26. Event-Based Analytics (EBA) • Events are key website interactions (downloads, video views, newsletter registrations) • Event focus helps eliminate a majority of clickstream data clutter • Events can be prioritized, and assigned unique values relative to organizational goals • Funnel visualizations demonstrate key touch points that lead to event outcomes
  • 27. EBA: Micro- & Macro-Conversions • Confirm relationship • Assign a value to those behaviors Option 1 – Gut instinct Option 2 – Statistical Analysis Regression Statistics Multiple R 0.235157717 R Square 0.055299152 Adjusted R Square 0.036405135 Standard Error 2.47206886 Observations 52 ANOVA df SS MS F Significance F Regression 1 17.88608532 17.88608532 2.926807575 9.3% Residual 50 305.5562224 6.111124447 Total 51 323.4423077 Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0% Intercept 2.527505404 1.300149212 1.944011796 0.057531803 -0.08392109 5.138931898 -0.08392109 5.138931898 INTERNAL SEARCH 0.01896799 Action 0.01108726 1.710791505 0.093318059 -0.003301426 0.041237407 -0.003301426 0.041237407
  • 28. Cohort Analysis • Cohort analysis groups like visitors for comparative purposes • Cohorts are flexible and customizable, enabling meaningful analysis • Understanding key interactions by cohort will help healthcare marketers better understand the patient journey across multiple digital properties
  • 29. SECRET SAUCE BONUS: Serious HCP Insights Your ask • HCP-specific insights − Confirmed reach − Site interactions − Critical content − Search keywords = HCP vocabulary • Firmographic segmentation − Unique web experiences by HCP type
  • 30. Rapid Iteration Required Your ask • HCP behaviors are constantly evolving • Our content and channel selections must evolve just as quickly • Over time, today’s “Understanding” becomes tomorrow’s “Insight” • The “Three Screen” future
  • 31. The Emerging Best-in-Class Your ask Pharma’s next-gen marketing innovators will… • Introduce content that has proven to be popular (topic and type) • Build enablement tools to quickly secure MLR approvals on new content • Build up online profiles of KOLs, leveraging Google AuthorRank − Companies are now legitimately only as good as their people • Rapidly iterate!
  • 32. THANK YOU!! Ryan DeShazer SVP, Digital Experience GSW Worldwide T: @ryandeshazer Li: LinkedIn.com/in/ryandeshazer E: ryan.deshazer@gsw-w.com MediaPost Search Insider “Subject to Search” Q2, 2013