Trust and Engagement In Online Healthcare Communications

For more information, email [email protected] or call 800.794.6757 #trustinhealthcare @aptushealth

What’s Trust Got To Do With It?

Rebuilding Trust in an Age of Digital Transactions2016 ePharma Webinar

mailto:[email protected]

2For more information, email [email protected] or call 800.794.6757 #trustinhealthcare @aptushealth

Today’s presenters

Brad Davidson, PhD Steve Smith, PA, MDE

©2016 Copyright Aptus Health



Why talk about “trust”?




The World Has Changed

From More Humanity To More Technology




Medicine Has Changed

From Relational To Transactional




We find ourselves struggling to create impact in an increasingly

fragmented, de-centralized, and noisy world

Pharma’s Commercial Effectiveness Is Eroding





“The classic days of old-fashioned marketing are gone…”Marketing Manager, Fortune 100 Healthcare Company

Aptus Health Proprietary Research

We’ve Lost Connectivity & Engagement




Trust matters because it drives engagement




3 Key Principles Drive Trust

The Same Principles Drive Engagement

Clarity Consistency Customer Centricity




Driving an ecommerce model that is changing the world

The 3 Cs In Action

Clarity

Consistency

Customer Centricity




From Amazon to HealthCan Healthcare Build Trust in a Digital World?




Health Is Different

…but the principles are the same

physiologicalfood water shelter warmth

safetysecurity stability freedom from fear

belonginglove friends family spouse

self esteemachievement

recognition respect

self-actualizationtalent creativity

Internet Access!




Embodying 3 Cs was simple when we had personal relationships

Now that we don’t have the same kind of face-to- face connections, can we really create the same kinds of trusted relationships?




Is this really the same thing?

Can it be?




Building Trust Through Digital Health Communications




What does clarity mean in the contexts of:• Messages• Intention• Interaction




What does consistency mean in the contexts of:• Messages• User Experiences• Brand evolution




What does Customer Centricity mean in the contexts of:• Sales and Marketing• HCC• HCP




More Than Just Mindspace—We Need To Own The Experience

Relational

Ticket Purchase

Check In

Flight

TransactionalFor more information, email [email protected] or call 800.794.6757 #trustinhealthcare @aptushealth




The worst part about being lied to is knowing that you weren't

worth the truth.




Effective MCM = Trusted partner




Advancing Health EngagementBuilt To Deliver On Trust



500 staff | Top 15 Pharma Clients in US | 3.5mm HCPs 20MM Consumers & Patients | 2,000+ digital campaigns

Expanding in EU since 2015, 85 people based in EU, International HQ in Paris

Transforming Commercial Models Through End-to-End MCM




We Trust you all had fun

We’d like to hear from you!

Brad [email protected]

Stephen [email protected]


Trust and Engagement In Online Healthcare Communications

Healthcare

Transcript of Trust and Engagement In Online Healthcare Communications