Transforming Health Marketing
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Transcript of Transforming Health Marketing
HEALTH MARKETINGTRANSFORMING
Borrowing the principles of the pipeline for the frontline
I’M LEIGH HOUSEHOLDER @LEIGHHOUSE
Depth in Healthcare Catalyst for Innovation
CHANGING THE ODDS, CHANGING LIVESBetter health is run on innovation
WE’VE READ THE HEADLINES ABOUT SPUTTERING PIPELINES
HEARD THE FEARS ABOUT MASS COMMODITIZATION
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
new medicationsin the last 10 years
INNOVATION IN CARE
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
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
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
BETTER HEALTH IS TRULY RUN ON INNOVATION
BUT:
THE WAY WE INTRODUCE LIFE-CHANGING SCIENCE TO PEOPLE IS AT BEST AN AFTER THOUGHT AND AT WORST A BARRIER
WE BRING THE ICKIEST BODILY FUNCTIONS INTO THE LIVING ROOM
Diarrhea, constipation, gas,
bloating – that’s me
WE MAKE ADS THAT LOOK LIKE CONTRACTS
WEBSITES THAT LOOK LIKE ADS
WE MAKE SOCIAL ANTI-SOCIAL
CREATE CAUSES THAT NO ONE CARES ABOUT
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.
AND, THAT’S NOT EVEN THE BAD STUFF…
THE INTERFACE IS BROKEN
THE OPPORTUNITYIS FIXING IT
LEARNING FROM THE LABFive core principles from the engine of healthcare innovation
FORGET NORMALWe live in a culture of many cultures. Each with perceptions and expectations informed by its own experiences.
1
The average American family is a married couple with 2.3 kids
True or
False?
The average American family is a married couple with 2.3 kids
False
What became the fastest selling
electronics device EVER in 2010?
NOT THE iPAD
ANOTHER MAGICAL AND REVOLUTIONARY DEVICE:
✔✖
Who was the highest paid man in entertainment
last year?
Tyler Perry$130 millionThe vampire guy wasn’t even close
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
THE CONNECTIONS THESE GROUPS WANT AREN’T “SAFE”
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
WHAT MARKETING CAN BORROW
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
FROM: NORMAL
TO: SIGNIFICANT
HINTS THAT WE CAN DO IT
These experiences aren’t for everyone. And, that’s why they work.
HOW WE’RE GOING TO CHANGE THE INTERFACE:
Delight niches
WE COMMIT TO: SO WE CAN:
Forget normal
BE SOLUTIONSEEKERSAt 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.
2
WANTED: PROBLEM SOLVER SOLUTION
SEEKERFundamental 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
FAST TRACKING SOLUTIONS
– Strong professional networks– Targeted platforms and services– Custom recruited panels
Solution Seeking
Right people. Right problem. Right perspective.
Crowdsourcing Hiring a partner
SOLUTION SEEKER: 24 HOURSHOME TEAM: 20 YEARS
Twenty years after the Exxon Valdez oil spill, there was still a lot of oil on the ocean floorAfter 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
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
HOW THE LAB TACKLED IT
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
HINTS THAT WE CAN DO IT
Early adopters of open innovation have increased (not abandoned) their use of solution seeking:
Create marketing people want to use
HOW WE’RE GOING TO CHANGE THE INTERFACE:
WE COMMIT TO: SO WE CAN:
Being solution seekers
EMBRACE CHANGEHow people live, learn and connect is changing faster now than at any other point in human history.
3
The Fox’s iFamily Christmas
THE TECHNOLOGY WE LOVE IS CHANGING THE BRAND EXPERIENCES WE CHOOSE TO USE
IT’S BEEN CALLED EXPONENTIAL CHANGEBut, it’s really endless disruption
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
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
HOW THE LAB TACKLED IT
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)
LOOK FOR TRENDS IN BEHAVIOR
We have a new hubThe smartphone has replaced the computer as a digital hub
We’re using our own stuff at workThe era of BYO means we always have our iPhones
Multi-tasking is the new normalWe have constant partial attention
We do the mathAnd only trade our privacy for experiences that are worth it
LOOKS FOR NEEDS, NOT CHANNELS
We’re big on self careBut don’t always have the right bridges to health care
We’re carrying more smartphonesSo that’s a place to advertise at us
We’d rather play than watchIt’s just not engaging to read all of that
We skip commercialsSo you should do product placements in stream
✔
✔
✗
✗
Meet their new needs
HOW WE’RE GOING TO CHANGE THE INTERFACE:
WE COMMIT TO: SO WE CAN:
Embrace the change in people’s lives
CONNECTGOOD THINGSThe 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.
4
FINISH THIS SENTENCE
I need another website like I need a ___________ .
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
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
HOW THE LAB TACKLED IT
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 collections
Good old-fashioned news feeds
HINTS THAT WE CAN DO IT
Help people meet their goals
HOW WE’RE GOING TO CHANGE THE INTERFACE:
WE COMMIT TO: SO WE CAN:
Connect good things
RELENTLESSLY PURSUE BETTER WAYSToday 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.
5
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
WITH BIG NEW METRICS, LIKE PATIENT SATISFACTION
★★★★★
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
HOW THE LAB TACKLED IT
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%
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.
Find our own way
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.
Commit to 10%
Dramatically change outcomes
HOW WE’RE GOING TO CHANGE THE INTERFACE:
WE COMMIT TO: SO WE CAN:
Relentlessly pursue better ways
THREE NEW BELIEFSTo change the interface, we have to change ourselves
The question heard at cocktail parties around the world:
SO WHAT DO YOU DO?
TO CHANGE THE INTERFACE, WE HAVE TO CHANGE OUR BELIEFS
TAKE OFF THEBLACK HAT
PHARMA IS NOT THE BAD GUY.Changing people’s lives is an awesome responsibility. One we ought to recognize and respect.
Be informed. Be healthy.Marketing helps inform audiences, transform
perspectives and improve health and wellness.
WE CAN CHANGE HEALTHCARE MARKETING
Working together to dramaticallychange the interface
Download a copy of this presentation at:GSWInnovation.com
THANK YOU, eDTC!Are there any questions?