HCP Experience Mapping:Documenting the Road to Marketing Success

Presented by

Ryan DeShazerSVP, Digital ExperienceGSW Worldwide

T: @ryandeshazerLi: LinkedIn.com/in/ryandeshazerE: ryan.deshazer@gsw-w.comMediaPost Search Insider “Subject to Search” Q2, 2013

What Is Experience, Really?

According to Merriam-Webster…

Experience - “something personally encountered, undergone, or lived through”

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?

Your askTodayWhat are we talking about?

According to the conference program…

1. Creating content in the context of the patient/physician experience

2. Addressing the complexity of a digitally integrated marketing ecosystem

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?

Your askTodayWhat I really want to talk about…

1.Insights2.Ecosystem

3.Understanding

Insights

Professional Journals

Conventions

Paid Search

Digital & Mobile

Social & Peers

Sales Force

Connecting w/ HCPs is Challenging

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

How HCPs Consume Digital Information*

• 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 Importance of Digital Touch Points

The Usual Suspects

Brand actions and interactions choreographed to enable meaningful human connections with immediate and lasting impact

Building Brand Experiences

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?

Your askShow of Hands…

Your ask

KPIs: Secret Ingredient to Digital Experiences

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?

Your askDemystifying KPIs

Before we can deploy effective communications, we need clear business objectives aligned to intelligent KPIs

• Most misapplied component of digital marketing• Far more sophisticated than impressions, clicks,

retweets, mentions, etc.• Mash-up of two or more important metrics that provide

contextual relevancy to data• Successful KPIs provide immediate insight into the

performance of any communications programYou have to know where you’re going before you know what to pack

Ecosystem

Your ask

Content Marketing via Channel Activation

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

ONSET OF SYMPTOMS SPECIALIST DIAGNOSIS ONGOING TREATMENT

Patient sees specialist

Specialist diagnoses patient

Treats patient

Discharges patient with treatment plan

Patient visits PCP

Preliminary diagnosis made

Specialist referral

Chronic Condition

Patient lives with condition

Ongoing treatment as part of augmented lifestyle

PCP often responsible for aided ongoing care

Patient Journey

Point of Care eDetailing

Social MediaWeb Video

PharmaCo

Online Pubs

Sales force

Web site experience

Mobile

Ecosystem – Integrated, Non-Linear Experience

Create and promote optimized content and

assets

Content is noticed, shared, and voted on;

awareness grows

Increased exposure attracts more

subscribers, fans, friends, followers, and

links

Increased links & social exposure grow search and

referral traffic

Traffic and community help research; develop and further grow social networks for content

and SEO

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5

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51

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5

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PharmaCo

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34

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KOL

KOL

The Virtuous Cycle of Content Marketing

• 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.

Cultivate KOLs through Google Authorship

Understanding

Your askWhy Do We Care About Data?

• 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

Because our customers are telling us their secrets

“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 VarianChief Economist, Google

The Big Deal Over Big Data

Data Overload Is A Real Problem

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?

Your askMulti-Channel Compounds Complexity

• Range of digital touches can lead to brand engagement

• Identifying most crucial touches is hard work!

• Start with linear attribution• Over time, investigate different

models and apply common-sense logic

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?

Your askRobust Intelligence for Pharma

• Out-of-the-box web analytics only serves up table stakes data

• Focus instead on two types of data analyses:

1. Event-based analytics (EBA)2. Cohort analysis

• 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

Event-Based Analytics (EBA)

• Confirm relationship• Assign a value to those behaviors

Option 2 – Statistical AnalysisRegression Statistics

Multiple R 0.235157717R Square 0.055299152Adjusted R Square 0.036405135Standard Error 2.47206886Observations 52

ANOVAdf SS MS F Significance F

Regression 1 17.88608532 17.88608532 2.926807575 9.3%Residual 50 305.5562224 6.111124447Total 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 5.138931898INTERNAL SEARCH Action0.01896799 0.01108726 1.710791505 0.093318059 -0.003301426 0.041237407 -0.003301426 0.041237407

Option 1 – Gut instinct

EBA: Micro- & Macro-Conversions

• 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

Cohort Analysis

Your ask

SECRET SAUCE BONUS: Serious HCP Insights

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

• Firmographic segmentation− Unique web experiences by HCP type

Your askRapid Iteration Required

• 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

Your askThe Emerging Best-in-ClassPharma’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 DeShazerSVP, Digital ExperienceGSW Worldwide

T: @ryandeshazerLi: LinkedIn.com/in/ryandeshazerE: ryan.deshazer@gsw-w.comMediaPost Search Insider “Subject to Search” Q2, 2013