Keynote delivered by Sean Moffitt, Managing Director - Wikibrands November 6th, 2014 in Toronto to the OPMA Key messages: - Marketers are winning - Welcome to the Impact Age - Top Ten Trends affecting Health Care - The Seven Changing Role of the Marketing Organization - Health Care Customer Experience - You No Longer Are in the Business of Selling Pills - 10 Drivers of Health Care - 11 Pieces of Advice on Regulatory and Privacy Issues

1. A
Health
Care
Harvest
–
Reaping
the
Customer
Experience
Crops
and
Plan;ng
the
2015
Seeds
OPMA
HarvesCest
Toronto
November
6,
2014
Sean
MoffiK
Managing
Director
-­‐
Wikibrands
@seanmoffiK
Wikibrands
-­‐
Reinven/ng
Your
Organiza/on
in
a
Customer-­‐Driven
Marketplace

2. #HARVESTFEST
#OPMA
#wikibrands
#2015trends
@seanmoffitt
@wikibrands

3. TOP
10
TRENDS
THAT
ARE
RIPE
10
HEALTH
CARE
EXPERIENCES
THAT
NEEDS
TO
BE
PRESERVED
REGULATORY
AND
PRIVACY
FUNGUS
AND
MILDEW

4. Marketers are Winning Again

5. We
are
taking
over
the
harvest…
Owner
of
Technology?
Owner
of
Customer
Experience?
Owner
of
Culture
Change?
Prover
via
Measurement
and
Data?

7. Of
30+
different
industries,
Health
Care
is
projected
to
be
the
6th
most
disrupted
industry
segment
based
on
the
power
of
the
technology
and
the
crowd.
Source:
2014
Crowdsourcing
Pulsecheck

8. Open
Rates
Click
through
Rates
Email Performance
2006
2008
2010
2012
2014
Source:
Epsilon

9. Organic Reach of Content Published on Facebook
Source:
Ogilvy

10. The Fight for Attention Minutes

11. Is Pharma a Little Broken?
Intense
Compe//on
Demanding
Payers
More
Transparency
Demanded
Lingering
Trust
Issues
Pa/ent
Ability
to
Pay

12. ???

13. Top
Pharma
Solu;ons
beyond
pricing:
#1
New
Service
Models
#2
Direct-­‐to-­‐
Consumer
Ini/a/ves
#3
Pa/ent
Adherence
Source:
Booz
&
Co.

14. Top
Marke;ng
Growth
$:
#1
Social
Media
#2
Mobile
Tech
#3
E-­‐Detailing
#4
MD-­‐Oriented
Media
#5
Search
Engine
Op/miza/on
Source:
Booz
&
Co.

19. 2015 represents a dramatic shift for marketing
Creative & COMMS.
Excellence
content & EXPERIENCE
Excellence
What brands Believe, know,
OR HELP SOLVE AND improve
Standardized media EMBRACE OF new media and
Technology
What brands
sell or feature

21. 1
4
2
6 7 8 9
14 15 16
32 33 34
50 51 52
11 12 13
31
49
17 18 19 20
35 36 37 38
53 54 55 56
21 22 23 24
39 40 41 42
57 58 59 60
25
43
61
10
26 27 28 29
44 45 46 47
64 65
30
5
48
62 63 66 67
3
Experience
Entertainment
Curation
Connection
Innovation
Speed
Efficiency
1.
2.
3.
4.
5.
6.
7.
Freedom
Customization
Collaboration
Authenticity
Value
Globalization
8.
9.
10.
11.
12.
13.
78 79 80 81 82 83 84
86 87 88 89 90 92 93 95 96 97 98 99 100 101 102
103
68 69 70 71 72 73 74 75 76 77
91 94
Original graph crafted by Blinds.com
104 105 106 107 108 109 110 111 112 113 114 115 116
85
PERIODIC TABLE OF
MARKETING ELEMENTS
104 105 106 107 108 109 110 111 112 113 114 115 116

23. 2015 – TREND #1 – CONTENT > ADS
The Industry
-­‐ We
are
Doing
It
-­‐
93%
(vs.
60%
in
2013)
-­‐ …In
More
Places
–
Ave.
of
12
Tac/cs/7
Plakorms
-­‐ ,…By
Inves/ng
More
-­‐
78%
say
more
$$$
in
2014
-­‐ …And
It
Frustrates
Us
–
95%
of
CMOs
believe
“content”
it
is
their
biggest
challenge
Sources:
Content
Marke/ng
Ins/tute,
CMO

24. THE IMPORTANCE OF CONTENT :
The Customer
-­‐ Customers
are
caring
about
it
–
“Interes/ng
Content”
is
a
Top
3
Reason
People
Follow
Brands
In
Social
Media
-­‐ Customers
are
ac/ng
on
it
–
clicks
from
Shared
Content
are
5X
more
likely
to
lead
to
purchase
Sources;
Content
Marke/ng
Ins/tute,
CMO

25. THE IMPORTANCE OF CONTENT :
The Marketplace
-­‐ It
is
Driving
Performance
–
content
marke/ng
costs
62%
less
than
those
that
don’t
-­‐ It
is
Driving
Traffic
–
companies
that
Blog
15X
per
month
get
5X
more
traffic
than
those
that
don’t
Sources;
Content
Marke/ng
Ins/tute,
CMO

26. What is the GOOD Content?
“Content
marke/ng
is
the
horest
trend
in
marke/ng
because
it
is
the
biggest
gap
between
what
buyers
want
and
what
brands
produce.”

27. So…The
Future?
Emo;onal
or
Data-­‐Driven

28. 2015 – TREND #2 - emotional
“Emo/onal
Content
is
twice
as
effec/ve
as
ra/onal
content,
par/cularly
awe,
hilarity
and
surprise.”
Source:CEB
and
Berger/Milkman

31. 2015 – TREND #3 - SMARTER
90%
of
the
data
in
the
world
has
been
created
over
the
last
2
years;
only
1%
of
it
is
being
analyzed,
it
will
grow
12
fold
to
40
zerabytes
by
2020.

32. MOBILE
LOCATION
SOCIAL
MEDIA3
SOCIAL MEDIA is Morphing – 6 Forces
DATA
SENSORS
CROWDING
@seanmoffir
32

33. Early
Warning
Insights

35. 2015 – TREND #4 – MORE SO LO MO
Social
-­‐
social
commerce
3X
as
fast
as
ecommerce/
na/ve
social
content
&
ads
will
be
40%
of
spend
Local
-­‐
Loca/on-­‐based
mobile
media
will
double
in
market
size
by
2017
Mobile
-­‐
half
of
email
subscribers
now
open
up
emails
in
mobile
,
yet
42%
of
marketers
rarely/never
use
responsive
design
in
their
emails/mHealth
will
be
$27
billion
by
2017
Sources:
Internet
retailer,
Cisco

37. THE RISE OF NATIVE CONTENT AND ADS

40. 2015 – TREND #5 - VISUAL

42. Be
the
First

44. 2015 – TREND #6 - PERSONALIZED
“The
only
way
to
win
at
content
marke/ng
is
for
the
reader
to
say,
‘This
was
wriren
specifically
for
me.’”
• 41%
of
customers
buy
more
when
emails
are
personalized
• 73%
of
shoppers
prefer
personalized
experiences
• …yet
web
personaliza/on
is
currently
10th
on
list
of
marke/ng
web
priori/es

46. Mash
Up
Technology
-­‐
Novar/s

47. 2015 – TREND #7 – HYPER-CONNECTED
In
developed
worlds,
we
will
each
have
26
smart,
connected
objects
per
person
by
2020.

51. Smart
Technology
–
Pixie
Scien/fic

52. TREND #8 - AUTOMATED
The
average
lifespan
of
a
tweet
is
12
minutes;
a
Facebook
post
is
30
minutes.
64%
of
content
marketers
biggest
challenge
is
producing
enough
content.

54. 2015 – TREND #9 - IMMERSIVE

56. 2015 – COUNTERTREND - PRIVACY
53%
Data
Pragma;sts
31%
Data
Unconcerned
16%
Data
Fearful

60. EmoFonal

61. Open

62. Open

64. Human

65. “Companies
need
to
catch
up
to
the
way
that
humans
now
actually
work
and
live.
Customer
context,
/meliness
and
in/macy
are
a
vital
founda/on
for
content.”

66. Agile

67. Behavioral

68. Personal

69. “There
are
more
smart
people
outside
your
company,
than
within
it.
It’s
the
law
of
numbers,
Be
adap/ve.”
Reid
Hoffman,
LinkedIn

70. Crowds
like
to
par/cipate,
but
somebody
has
to
lead
them.

71. Curated

72. Curated

73. Customer-­‐
Centric

74. WE-­‐Powered

75. “Lots
of
companies
don't
succeed
over
/me.
What
do
they
fundamentally
do
wrong?
They
usually
miss
the
future.”
Larry
Page,
CEO,
Google.

76. Integrated

77. InnovaFve

78. Tech-­‐enabled

79. New forms of content - The Connected Home?
Health:
Automa;cally
track
blood
pressure,
weight,
and
ac;vity
Home
Technology
Applica/on
Areas
No/fy
when
someone
is
at
the
door,
or
when
it
opens
or
closes.
Safety:
Automa;cally
light
your
en;re
path
to
the
bathroom
at
night
No/fy
of
water
leaks
or
flooding
while
you’re
away
Get
an
alert
when
medicine
cabinet
opens
or
closes
Caregivers:
Monitor
fridge
door
to
track
meal;mes
Get
an
reminder
when
the
stove
is
le^
on

80. “In
2015,
it
all
starts
with
the
story.
If
you
don’t
have
a
good
story,
find
it.
And
if
you
can’t
tell
a
good
story,
learn.”

81. Immersive

82. Visual

83. Causeworthy

84. Causeworthy

85. Causeworthy

86. “It’s
not
what
you
do
with
your
product,
it’s
what
they
do
with
it.”

87. Shareable

88. Experience-­‐
Building

89. Solves
Life

90. “Without
strategy,
content
is
just
stuff,
and
the
world
has
enough
stuff.”
Arjun
Basu

91. Resourceful

92. Data-­‐driven

93. Commerce-­‐driven

95. YOU JUST DON’T SELL PILLS ANYMORE

96. CUSTOMER EXPERIENCE MAPPING
Experience
Evangelism
Everyplace
Exchange
Pa;ent
Dr.
Care
Give
Ad
min.
Pha
rm.
Curr
ent
Credi-­‐
ble
Conn-­‐
ected
Sell-­‐
ing
Pr
of.
Cons
.
Value
Cost
Marketer
Customer
Unaware
Ini/al
Pain/
Concern
Advance
Research
Visit/Evalua/on
Interven/on/
Treatment
Prescrip/on
Payment
Support/
Monitoring
Sustaining
Treatment
Loyalty
Lifestyle
Change
Pass.
Evangelist/
Referrer
Fundraiser/
Advocate
WHERE
IS
YOUR
BIGGEST
PLEASURE
OR
PAIN
POINT?

98. i. The average wait in a
doctor’s office is 21 minutes
…yet
they
only
have
12-­‐15
seconds
to
explain
their
problem

99. Fric/on-­‐Free
Check-­‐Ins

101. ii. 83% of patients don’t follow
treatment exactly as
prescribed

103. iii. 55% of patients are not
contacted between doctor office
visits
…yet
42%
are
more
likely
to
be
compliant
if
they
receive
encouragement
from
doctor

104. iv. 93% of patients want to
manage their healthcare online

106. v. 76% of patients believe pharma
companies have an obligation to
provide information and services
that complement what they sell

107. Incent/Gamify
Adherence
-­‐
Lifevest

109. vi. 50% OF Social media users have
consulted health in social,
TWIce as Developed among youth
#1
Support
Health-­‐related
causes
#2
Comment
on
other
health
experiences
#4
Join
health
forums
or
communi;es
#3
Post
about
health
experiences
#5
Track/share
health
symptoms/
behavior
#6
Post
reviews
of
doctors
#7
Post
reviews
of
medica/ons/
treatments
#8
Share
health-­‐related
Videos/images
Source:
PwC

112. vii. 39% OF people act as
Caregivers for someone else
…and
they
are
52%
more
likely
to
consult
health
online

113. viii. PharmaceUticals LAGS OTHER
INDUSTRIES AND HEALTH CARE
PLAYERS IN TRUST

115. ix. 68% of patients are online
several hours per day and prefer
pharma companies to get in touch
through digital channels

116. x. Technology can replace
80% of what doctors do

121. New forms of content - The Connected PHYSICIAN?

123. Regulatory and Privacy Fungus and Mildew

125. Directly
• Within
Indica;on/Within
Adver;sing
–
Follow
the
Rules
• Adverse
Drug
Reac;ons
–
automate
• Self
Regula;on
-­‐
Guidelines/Digital
Rules
• Community
Building
–
Fence
Around
Your
Brand

126. Indirectly
• Visualiza/on
vs.
Statement
• Awareness
>
Adver/sing
• Corporate
Brand
Name
and
Storytelling
• Partnerships/Chari/es
• Employee
Stories/Data
• Pa/ent
Stories/Data
• Business
Extensions/Features
• Be
the
First

127. Your HARVEST Marketing Transformation
• Join
the
Impact
Age
–
personalized,
immersive
and
smarter
customer
experiences
and
marke/ng
• You
are
no
longer
just
pill
sellers
-­‐
you
are
experience,
pa/ent
and
physician
engagement
managers
• Ignore
the
ten
2015
trends
at
your
peril
–
be
lez
and
right
brained
• Develop
a
culture
of
company-­‐wide
purpose,
trust,
engagement
and
content
–
top-­‐down
and
borom-­‐up
• Develop
marke;ng
competencies
across
all
7
Chief
Content
officer
areas
NOW

128. @seanmoffir
#harveskest
@wikibrands