The document discusses the evolution of patient expectations in the healthcare market, emphasizing a shift towards creating unique, engaging brand experiences that foster loyalty. It highlights the importance of leveraging digital strategies and content marketing to meet consumer needs in a crowded market. Furthermore, it suggests that healthcare brands should focus on building relationships and delivering value beyond the product itself to retain and satisfy customers.

1. POWER SHIFT
TO THE PATIENT
Digital strategy in a
Post-Rx marketplace

2. I’M LEIGH HOUSEHOLDER
@LEIGHHOUSE
Depth in Healthcare Catalyst for Innovation

3. LET’S START AT
THE START…
What’s changing and how will
it impact expectations?

4. OUR INDUSTRY SO ARE OUR
IS CHANGING CONSUMER
DRAMATICALLY LIVES
THAT’S THAT’S
CREATED A CREATED A NEW
NEW GOAL EXPECTATION

5. STRUGGLES WITH
CROWDED AND
COMMODITIZED MARKETS
5th, 6th, 7th to market
Limited feature differentiation
Off-label realities
Generic erosion

6. A NEW FOCUS ON
PATENT STRATEGY
AND DEFENSE
Lipitor’s test of post-expiry marketing
More compounded compounds
Growth of authorized generics
Emerging generic brands

7. BIOLOGIC INNOVATION
DRIVING THE NEXT GEN
OF MONEY MAKERS
Two leading categories for the decade ahead:
Auto immune and oncology

8. HUMAN CONNECTIONS
MORE AND MORE REMOTE
Explosion of specialty pharmacy
New payer interventions
Growth of digital consultations
and auto-delivered test results

9. OUR INDUSTRY SO ARE OUR
IS CHANGING CONSUMER
DRAMATICALLY LIVES
THAT’S THAT’S
CREATED A CREATED A NEW
NEW GOAL EXPECTATION

10. LASTING GOAL NEW FOCUS
nRx
Buying awareness
tRx
Activating sideliners
Earning trial Earning commitment

11. OUR INDUSTRY SO ARE OUR
IS CHANGING CONSUMER
DRAMATICALLY LIVES
THAT’S THAT’S
CREATED A CREATED A NEW
NEW GOAL EXPECTATION

12. THINK BACK FIVE YEARS
Imagine the leap that people, you and me included,
have made in these last years.
The internet was a wall of Phones were something we used
webpages you had to visit. to talk to people. The buttons
Hyperlinking was the most were numbers and did nothing
impressive thing it did. more than present a digit
The world we live in now is full of novel, engaging experiences

13. A NEW ERA OF PLAY
Redesigned to bring people together
A center of the living room entertainment
Even more addictive on mobile
Everyone-can-do-it easy

14. THE DIVIDED ATTENTION
ECONOMY
A new multi-tasking norm
Multi-device living rooms and office
New value in real attention

15. THE END
OF NORMAL
xxxx
Choice has created micro cultures
With shared experiences in life and health
Who expect brands to know their “normal”

16. OUR INDUSTRY SO ARE OUR
IS CHANGING CONSUMER
DRAMATICALLY LIVES
THAT’S THAT’S
CREATED A CREATED A NEW
NEW GOAL EXPECTATION

17. THINK ABOUT THE BRANDS
PEOPLE LOVE AND TALK ABOUT
CONNECTED DELIGHTFUL BETTER
to meaning interfaces ways to do
that matters and tools the same
to us old things

18. In a crowded world
where time and attention are more precious
than ever,
EVERY BRAND EXPERIENCE
HAS TO BE SPECIAL

19. THIS NEW REALITY HAS LED LEADING
BRANDS TO MAKE AN ESSENTIAL
SHIFT – ESPECIALLY IN DIGITAL
FROM: TO:
ASKING FOR OFFERING
ATTENTION VALUE
Promoting the product benefit Creating or adding a marketing benefit
Making promises Delivering on promises
For the life of the product For the life of the relationship

20. THEY’RE BLURRING THE LINES
BETWEEN MARKETING AND PRODUCT

21. TO ENGAGE PEOPLE IN UNIQUE
MULTI-DIMENSIONAL EXPERIENCES

22. AND ULTIMATELY CREATE MEANING
OR VALUE PEOPLE REALLY WANT

23. THE GOOD NEW IS:
HEALTH CARE HAS LONG THOUGHT
THIS WAY
Get-started Adherence In-office Special Immersive
kits support tools services exhibits
WE JUST CALLED IT ADDING VALUE
BEYOND THE PILL.

24. WE CAN BUILD ON IT
TO MEET OUR NEW GOAL AND
NEW EXPECTATION
EVERY BRAND
nRx  tRx EXPERIENCE HAS
TO BE SPECIAL

25. LET’S SHIFT
A new mindset: one that costs less and does more

26. As our new “blockbusters” begin to have
smaller populations and larger price tags,
we need to shift our marketing thinking:
LOYALTY
COUNTS MORE
AND COSTS LESS

27. THAT CHANGES THE VALUE
DISTRIBUTION
FROM: TO:
PROSPECT PATIENT
Increasingly the special experiences we create
– the ones that foster loyalty –
will be focused on our current customers

28. IT CALLS FOR EXPERIENCES THAT
STIMULATE THE MARKET
Not just around the act of
BUY
purchasing (pre-relationship)
But for the life of ownership:
OWN Creating loyalty, satisfaction and
USE equity around both why you want
the product and how you use it
LOVE
every day.

29. YOU’VE SEEN OUR ADHERENCE
CURVE, RIGHT?
100
MS
High Cholesterol
Hypertension
Osteoporosis
% Adherence
Depression
50 Asthma
Antipsychotics
0
0 1 2 3 4 5 6 7 8 9 10 11 12
Months
Source: Adheris, Braun Analysis

30. THEN YOU KNOW WHAT
THE OPPORTUNITY IS
Help more people live healthier lives
Through lasting commitment
And ongoing support

31. In a crowded world
where time and attention
are more precious than ever,
EVERY BRAND EXPERIENCE
HAS TO BE SPECIAL
HOW ARE WE
DOING ON
THAT TODAY?

32. WE BRING THE ICKIEST BODILY
FUNCTIONS INTO THE LIVING
ROOM
Diarrhea, constipatio
n, gas, bloating –
that’s me

33. WE MAKE ADS THAT LOOK LIKE
CONTRACTS

34. WEBSITES THAT LOOK LIKE ADS

35. WE MAKE SOCIAL ANTI-SOCIAL

36. CREATE CAUSES THAT NO ONE
CARES ABOUT

37. AND SPEAK WITH A VOICE ABOUT
AS HUMAN AS THIS GUY
They may all increase the chance of
heart attack or stroke that can lead to
death. This chance increases if you
have heart disease or risk factors for
it, such as high blood pressure or
when NSAIDs are taken for long
periods. CELEBREX should not be used
right before or after certain heart
surgeries. Serious skin reactions, or
stomach and intestine problems such
as bleeding and ulcers, can occur
without warning and may cause death.
Patients taking aspirin and the elderly
are at increased risk for stomach
bleeding and ulcers.

38. AND, THAT’S
NOT EVEN THE
BAD STUFF…

39. THE WAY WE TALK ABOUT
LIFE-CHANGING SCIENCE
AND HABIT IS AT BEST
AN AFTER THOUGHT AND
AT WORST A BARRIER

40. THE INTERFACE IS BROKEN

41. A CRITICAL ROLE
FOR DIGITAL
Re-imagining the interface for adherence and
commitment

42. MOST WAITING ROOMS RPDF CANCER CENTER
SAME OLD FORMS INSTANT RECOGNITION

43. 1 CREATE THINGS
PEOPLE CAN USE
(not just read)

44. HAVE YOU EVER SAID:
We need an APP!

45. RIGHT MINDSET. WRONG
OUTLET.
Information powers decisions
Interaction fosters commitment
The new opportunity is creating
brand experiences people
really want to use

46. NOT LIKE THIS: LIKE THIS:

47. NOT LIKE THIS: LIKE THIS:

48. BRANDS SERVING PEOPLE WITH
DIABETES ARE ALREADY
THINKING THIS WAY
Support habit change at just the right moment
Work with the devices people already carry
Have the simplest possible interface

49. 2 BUILD VERTICAL
DEPTH
That’s right, content marketing

50. A MARKETER’S (TRUE) HORROR
STORY:
• 86% of people skip some TV ads
• 99.9% of banner ads are never clicked
• 90% of emails are never opened
• More than 200 million Americans have
signed up for the Do Not Call List
• Buyers complete 60 – 80% of their
research before reaching out to
sellers/brands
Consumers are bombarded
Why? with 2,000 – 5,000 marketing
messages every day

51. THEY’RE NOT ONLINE TO
SEE MORE MESSAGES.
THEY’RE ONLINE TO FIND
ANSWERS.

52. ANSWERS = CONTENT
Content strategy: Having the content your
audiences needs, delivered in all the places
they go
CREATED CURATED SYNDICATED

53. IT’S MARKETING THAT EXTENDS
BEYOND THE FIRST SALE
To support people and relationships over time
ACTIVE
PROSPECT LOYALTY
CONSIDERATION
Understanding Valuable questions Complementary care
a health to ask advice
challenge
Customer reviews Whole life planning
Interpreting test and experiences and support
results

54. CONTENT PEOPLE WILL SEEK OUT
Is unique in some
Doesn’t
recognizable way
sound like
Voice, perspective, insi
this guy
ght, authority
Is fresh and Is shareable and
responsive repeatable
Frequently updated Teaches you how to
with a POV on new make the idea or issue
news your own

55. IN OUT
TWO MEMORABLE EXAMPLES
1. AmEx OPEN Forum 2. Salix Dummies book
• 200 experts give 2 million • Answered every question in the
people/month ideas and advice long tail
• 100% year over year growth • 30,000 requests for printed
• Biggest source of new cards and copies, 200 hospital requests, 2,000
new fans healthcare professional requests

56. 3 MEET PEOPLE
WHERE THEY ARE
Then leverage the principles
of change

57. WHEN WE CREATE FOR
AVERAGE, WE CREATE AVERAGE

58. Change your
entire life
Medical routine
You’ve just Diet and exercise
been Identity
diagnosed Work and lifestyle
Relationships
This is actually a really long line. One with bumps
and deviations. One changed by learning style, by
income, by family dynamic. It’s hard, personal stuff.

59. CAN WE REALLY MAKE IT
WORK WITH ONE SERIES
OF EMAILS? OR DO WE
NEED TO RETHINK WHAT
IT MEANS TO BE
PERSONAL?

60. THREE STRATEGIES FOR DIGITAL
1 2 3
Choose your own Stratify need Connect people
Create or curate sets of Use a questionnaire or Sometimes the only
tools for critical steps behavioral analysis to one who can really get
along the way. Invite spot the people who it is someone like you.
people to choose what need the most help So, take the brand out
best fits their needs getting to next. Create of equation and let
right now. Invite them a targeted comm plan people support one
back with for each hurdle. another.
recommendations.

61. 4 KNOW WHEN TO
GIVE UP YOUR
BRAND
And earn new kinds of
commitment

62. RETHINKING “UNBRANDED” ROI
Conventional wisdom: Unbranded marketing may
grow the market, but it’s hard to measure and evaluate.
Latest research: Unbranded tactics executed digitally
can serve as a powerful way to attract prospects
already treating in category. While they may convert
slightly more slowly, the lower cost and broader appeal
of unbranded makes it a compelling second marketing
stream.
Source: Crossix RxMarketMetricsTM March 2011. Research conducted by aggregating hundreds of
actual Rx matchback analyses over a broad range of media tactics, brands and therapeutic categories.

63. STEP 1: FILLING THE FUNNEL
UNBRANDED DRIVES MORE
QUALIFIED PROSPECTS
80%
Branded Unbranded
The median
60% unbranded tactic
53%
generates 7% more
46%
qualified prospects
40%
Why? Branded
tactics often attract
existing patients
20%
11% (current customers)
5%
0%
Prospects treating Existing patients
in category

64. STEP 2: EARNING CONVERSION
UNBRANDED HAS A SLOWER
BURN TO CONVERSION
Search Website
• Key branded digital tactics earn over 50% of their total conversion
benefit in just the first month
• In search, unbranded tracks at a similar, slightly lower rate for the first
several months
• The bigger gap in website results may be the Rx-in-hand effect
(newly prescribed patients going online to research the named drug)

65. UNBRANDED + BRANDED MAY
FOSTER STRONGER CONVICTION
IMPROVED
=
UNBRANDED BRANDED
TACTICS MESSAGING
CONVERSION
• Sense of discovery
• Answer to a new question
• Empowered decision

66. LOYALTY
COUNTS MORE
AND COSTS LESS
This is how we earn it in digital:
1 Create things people can use, not just read
2 Go vertically deep with great content
3 Meet people where they are
4 Know when to give up our brands

67. HOW TO GET
STARTED
What you can do right away

68. THINK ABOUT THE LASTING
IMPACT OF DTC
Healthcare isn’t like other things we buy.
So, why do we act like other advertisers?
Maybe it’s time to redefine DTC
Do. Teach. Connect.

69. RESIST THE URGE TO REPURPOSE
How would your
work be different if
you created
something unique
for just that
place, that
moment?

70. REVIEW YOUR STRATEGY THOUGH
THE EXPERIENCE LENS
In a crowded world where time and attention
are more precious than ever,
EVERY BRAND EXPERIENCE
HAS TO BE SPECIAL
HOW ARE WE
DOING ON
THAT TODAY?

71. COMMIT TO 10%
You don’t have to change everything all at once to
make an impact
Make a 10% budget commitment
to a best-in-class experience
The BBC’s biggest hit came from a
gamble fund. The Office would have
never aired without the risk.

72. THANK YOU, DPE
Are there any questions?
Download a copy of this
presentation at:
GSWInnovation.com