The document discusses principles for transforming health marketing by learning from innovation in healthcare laboratories, including forgetting the idea of normal, embracing being solution-seekers, embracing constant change in people's lives, and connecting people with good things by providing relevant recommendations. It argues that health marketing currently acts as a barrier rather than facilitator of innovation and proposes a new patient-centric approach focused on delighting niche audiences by understanding their unique experiences and meeting their needs.

1. TRANSFORMING
HEALTH MARKETING
Borrowing the principles of
the pipeline for the frontline

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

3. CHANGING THE
ODDS, CHANGING
LIVES
Better health is run on innovation

4. WE’VE READ THE
HEADLINES
ABOUT
SPUTTERING
PIPELINES

5. HEARD THE FEARS ABOUT
MASS COMMODITIZATION

6. But even in these challenging times…
OUR LABS ARE THE SOURCE
OF A SEEMINGLY ENDLESS
FLOW OF LIFE- AND WORLD-
CHANGING INNOVATION
Care Approach Capability Experience

7. INNOVATION IN CARE
new medications
in the last 10 years

8. INNOVATION IN APPROACH
At one lab: Researchers called on gamers
to solve problems science couldn’t
The configuration of an
element of a retrovirus
had stumped scientists
for decades
Gamers–native in fast
modeling and iteration–
found the answer in
three weeks

9. INNOVATION IN CAPABILITY
At UCB: scientists use the biggest research
databank on epilepsy in the world – one
crowdsourced by patients
The lab receives annonymized,
aggregated data
They look for real-life behavior,
unmet needs and other areas
for innovation
As a bonus: the partnership is
helping people

10. INNOVATION IN EXPERIENCE
At Bayer and Sanofi: They’ve even taught
our medical equipment to talk to our
iPhones and Nintendos
Bayer Didget for the DS Sanofi iBGstart for the iPhone

11. BETTER HEALTH
IS TRULY RUN
ON INNOVATION

12. BUT:
THE WAY WE INTRODUCE
LIFE-CHANGING SCIENCE
TO PEOPLE IS AT BEST AN
AFTER THOUGHT AND AT
WORST A BARRIER

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

14. WE MAKE ADS THAT LOOK LIKE
CONTRACTS

15. WEBSITES THAT LOOK LIKE ADS

16. WE MAKE SOCIAL ANTI-SOCIAL

17. CREATE CAUSES THAT NO ONE
CARES ABOUT

18. 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.

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

20. THE INTERFACE IS BROKEN

21. THE OPPORTUNITY
IS FIXING IT

22. LEARNING FROM
THE LAB
Five core principles
from the engine of
healthcare
innovation

23. 1 FORGET NORMAL
We live in a culture of many
cultures. Each with perceptions
and expectations informed by
its own experiences.

24. The average American
family is a married
couple with 2.3 kids
True
or
False?

25. The average American
family is a married
couple with 2.3 kids
False

26. What became the
fastest selling
electronics device EVER
in 2010?

27. ✔
✖
NOT THE
iPAD
ANOTHER MAGICAL AND
REVOLUTIONARY DEVICE:

28. Who was the highest
paid man in entertainment
last year?

29. Tyler Perry
$130 million
The vampire guy
wasn’t even close

30. THE END OF NORMAL
We have virtually limitless options in consumption:
• That’s caused our individual experiences of “normal”
to diverge dramatically from one another
• Today what’s uber popular in one group is likely to go
virtually unnoticed by others.
• It’s not about finding the new normal, it’s
about giving up on the very idea of it

31. THE CONNECTIONS THESE
GROUPS WANT AREN’T “SAFE”

32. HOW THE LAB TACKLED IT
Figured out long ago: Average isn’t enough
– Mapped the entire human genome
– Started to discover what differences matter
– Began making medicine more personal

33. WHAT MARKETING CAN BORROW
FROM: TO:
NORMAL SIGNIFICANT
Our opportunity: Walk away from the middle
and absolutely delight a niche
– Map the human experience
– Identify significant segments
– Create “they really get me” relevance

34. HINTS THAT WE CAN DO IT
These experiences aren’t for everyone.
And, that’s why they work.

35. HOW WE’RE GOING TO CHANGE
THE INTERFACE:
WE COMMIT TO: SO WE CAN:
Forget normal Delight niches

36. 2 BE SOLUTION
SEEKERS
At some point, problems – even
marketing problems – get too
complex to be solved by any
one team. The new opportunity
will be to know how to find the
people and ideas that can.

37. WANTED: PROBLEM SOLVER
SOLUTION SEEKER
Fundamental shift: As information becomes richer
and challenges become more discreet, no one will be
able to solve every problem
Gap: The people in your company are smart, they
know your industry. But there are a finite number of
them – and finite experience among them
Trend: Growing number of people looking to define
their careers on their own terms

38. FAST TRACKING SOLUTIONS
Right people. Right problem. Right perspective.
Crowdsourcing Hiring a partner
Solution Seeking
– Strong professional networks
– Targeted platforms and services
– Custom recruited panels

39. SOLUTION SEEKER: 24 HOURS
HOME TEAM: 20 YEARS
Twenty years after the Exxon
Valdez oil spill, there was still a
lot of oil on the ocean floor
After decades of working on
the problem, Exxon decided to
look outside its walls for help.
Within 24 hours, an Illinois
chemist faxed in the answer
and a day later was talking
with the people who – with him
– could restore the ocean floor

40. HOW THE LAB TACKLED IT
The lab has long leveraged the crowd to both
uncover and improve ideas
– Tons of example: From micro IP to development congresses
to public challenges
– But the best example is bi3, where entrepreneurial scientists
can rapidly convert novel biological insights into life-saving
and life-changing therapeutics

41. WHAT MARKETING CAN BORROW
Our opportunity: Elevate solutions in their infancy
– Our “audiences” – from patients to professionals - are need-
based innovators
– The small ways they solve their own problems could point to
big new ideas
– Finding these ideas in their infancy and partnering with their
founders lets pharma bring meaningful marketing to people
Looking to the next: Couple of guys
who want to build something big just
to improve their brother’s life

42. HINTS THAT WE CAN DO IT
Early adopters of open innovation have increased
(not abandoned) their use of solution seeking:

43. HOW WE’RE GOING TO CHANGE
THE INTERFACE:
WE COMMIT TO: SO WE CAN:
Create marketing
Being solution seekers
people want to use

44. 3 EMBRACE CHANGE
How people live, learn and
connect is changing faster now
than at any other point in
human history.

45. The Fox’s iFamily Christmas

46. THE TECHNOLOGY WE LOVE IS
CHANGING THE BRAND
EXPERIENCES WE CHOOSE TO
USE

47. IT’S BEEN CALLED EXPONENTIAL
CHANGE
But, it’s really endless disruption

48. THE REALITIES OF ADOPTION
ADD ENDLESS COMPLEXITY
On a typical adoption curve, a promising
technology will have passionate users, recent
adopters and avoiders at any one point in time
Don’t even get me started on the mashups

49. HOW THE LAB TACKLED IT
The lab has an amazing tool to understand real
life that’s hard to duplicate: The clinical trial
– Multi-phased
– In real life - subject to how human’s really behave
– Full of unexpected insight

50. WHAT MARKETING CAN BORROW
Our opportunity: Forget about the technology
and focus on real life
• How are people changing how
they connect?
• Where are they spending time?
• What new pressures have been
added?
• What do they need now
(that they might not have
needed before)

51. LOOK FOR TRENDS IN BEHAVIOR
We have a new hub Multi-tasking is the
The smartphone has new normal
replaced the computer We have constant partial
as a digital hub attention
We’re using our own
We do the math
stuff at work
And only trade our
The era of BYO means
privacy for experiences
we always have our
that are worth it
iPhones

52. LOOKS FOR NEEDS, NOT CHANNELS
We’re big on We skip
self care commercials
But don’t always have So you should do
✔ the right bridges to ✗ product placements in
health care stream
We’d rather play We’re carrying
than watch more smartphones
✔ It’s just not engaging ✗ So that’s a place to
to read all of that advertise at us

53. HOW WE’RE GOING TO CHANGE
THE INTERFACE:
WE COMMIT TO: SO WE CAN:
Embrace the change in
Meet their new needs
people’s lives

54. 4 CONNECT
GOOD THINGS
The explosion of channels and
proliferation of digital media
we’ve seen over the last decade
have left most of us feeling
hyper connected and
information overwhelmed.

55. FINISH THIS SENTENCE
I need another website like I
need a ___________ .

56. WHAT THE WORLD NEEDS NOW:
IS A RECOMMENDATION ENGINE
We don’t want more opinions and websites to
read, we want a clear path to the most
relevant, credible, right-for-us stuff.
The best and most relevant content on a specific issue

57. HOW THE LAB TACKLED IT
Sometimes as a patent defense
strategy, sometimes as a clever evolution, the lab
is great at pairing things we need more of
together
– A statin with a diabetes drug
– An antihistamine with a decongestant
– Even energizing vitamins with chemotherapy
1+1=3

58. WHAT MARKETING CAN BORROW
Our opportunity: Create great collections
• If there’s one thing pharma marketers have in common,
it’s a strong sense of skepticism
• We know what’s out there and what’s worthy of our trust
• We could use that POV to curate great collections, to point
people to the resources that would help them most
Virtual stores Curated books Customizable Good old-fashioned
collections news feeds

59. HINTS THAT WE CAN DO IT

60. HOW WE’RE GOING TO CHANGE
THE INTERFACE:
WE COMMIT TO: SO WE CAN:
Help people meet
Connect good things
their goals

61. 5 RELENTLESSLY
PURSUE
BETTER WAYS
Today we can create almost any
experience imaginable. In this new
world opportunity, there are infinite
possibilities for how we can bring
better support, education and tools
to the people who need them most.

62. WE WORK IN
A POWERFUL
CONTEXT
Their experiences with individuals,
brands and institutions can
dramatically change all
kinds of outcomes
People are often at their
most vulnerable when they
are receiving health care
They need more personal
time, more advocates and
more care than a consumer
of any other service

63. WITH BIG NEW METRICS,
LIKE PATIENT SATISFACTION
★★★★★

64. HOW THE LAB TACKLED IT
At Mayo Clinic, they build industry-leading
experiences by practicing in a design lab
• Clinical teams interview and shadow patients
• They brainstorm with abandon and engage in rapid prototyping
• The project has launched a number of industry-leading
innovations, including self-service kiosks

65. WHAT MARKETING CAN BORROW
No question, this is the biggest, hardest shift to make.
Here are two opportunities we can start acting on now:
Find our own way
Commit to 10%

66. Find our own way
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.

67. Commit to 10%
Relentlessly pursuing better experiences doesn’t have
to mean changing everything all at once
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.

68. HOW WE’RE GOING TO CHANGE
THE INTERFACE:
WE COMMIT TO: SO WE CAN:
Relentlessly pursue Dramatically change
better ways outcomes

69. THREE NEW
BELIEFS
To change the interface,
we have to change ourselves

70. The question heard at
cocktail parties
around the world:
SO WHAT DO YOU DO?

72. TO CHANGE THE
INTERFACE, WE
HAVE TO CHANGE
OUR BELIEFS

73. TAKE OFF THE
BLACK HAT
PHARMA IS NOT
THE BAD GUY.
Changing people’s lives is
an awesome responsibility.
One we ought to recognize
and respect.

74. Be informed. Be healthy.
Marketing helps inform audiences, transform
perspectives and improve health and wellness.

75. WE CAN CHANGE
HEALTHCARE MARKETING
Working together to dramatically
change the interface

76. THANK YOU, eDTC!
Are there any questions?
Download a copy of this
presentation at:
GSWInnovation.com