Galileo challenges the condition-centric paradigm within healthcare at the 2014 DTC National Conference: Findings from a proprietary study recently conducted in partnership with J. Walter Thompson demonstrate the need for a patient-centric approach, by showing that individuals living with multiple health conditions have vastly different attitudes and behaviors compared with those living with just one condition - a difference that has major implications for the healthcare industry, and that has hitherto been a "blind spot" in consumer marketing.

1. PATIENTS WITH MULTIPLE
MORBIDITIES:
Refocusing the Communications
Lens on a DTC “Blind Spot”
A P R I L 2 4 T H , 2 0 1 4

2. 2
A Condition-Centric
Paradigm DIABETES

3. 3
Flip the lens to a
patient-centric view,
that takes multi-morbidity as a
fundamental axis of analysis
Diabetes
Heart
Disease
Hypertension
OA
Depression
High
Cholesterol

4. 4
Over 65s
• 12% US population in 2000 20% by 2030
• Healthcare costs will account for 25% of US
economy by 2037
• 50% are living with 2+ chronic
health conditions
Sources: U.S. Census, Congressional Budget Office, CDC

5. 5
Hypotheses:
≠
Need to address them in very different ways, to connect with
and motivate them via effective marketing strategies.
Diabetes
Heart
Disease
Hypertension
OA
Depression
High
Cholesterol
Diabetes

6. 6
• Unmet needs from the healthcare community and
pharmaceutical companies
• Relationships with HCPs
• Treatment attitudes and behaviors including compliance and adherence
• Receptivity and response to DTC communications.
Implications for their…

7. 7
1. Thought leader interviews with academic physicians
2. Psychologically oriented focus groups
3. Art hypnosis groups
4. Survey (n=2,000 Type II diabetes patients)
• Diabetes Only
• Diabetes +1 other Condition
• Diabetes + 2-3 other Conditions
• Diabetes + 4-5 other Conditions
• Diabetes + 6 or more other Conditions
Methodology – Type II Diabetes Test Case

8. 8
• All diagnosed with Type II Diabetes
• 9 out of 10 diagnosed with at least
one additional condition
• Average # diagnosed health conditions = 4.1
MOST COMMON
CO-MORBIDITIES
• High Cholesterol
• Hypertension/
High Blood Pressure
• Obesity
• Sleep Apnea
• Osteoarthritis
• Depression
• Heart Disease
• Asthma
• Neuropathy

9. 9

10. 10
NUMBER OF
CONDITIONS
COMPLIANCE &
ADHERENCE
NUMBER OF
CONDITIONS
COMPLIANCE
& ADHERENCE

11. 11
65
51
49 50
40
Diabetes Only Diabetes +1 Diabetes +2-3 Diabetes +4-5 Diabetes +6 or
more
% of Patients Compliant with Rx Directions
Just adding one additional condition on top
of diabetes impacts compliance dramatically
Diabetes
Only
Diabetes
+1
Diabetes
+2-3
Diabetes
+4-5
Diabetes
+6 or More

12. 12
% of Diagnosed Conditions Being Treated
And, as more conditions are diagnosed,
patients begin to prioritize which ones they’ll treat
90
80
74
70
66
Diabetes
Only
Diabetes +1 Diabetes +2-
3
Diabetes +4-
5
Diabetes +6
or more
Diabetes
Only
Diabetes
+1
Diabetes
+2-3
Diabetes
+4-5
Diabetes
+6 or More

13. 13

14. 14
Hours per Month Attending to Conditions
Nearly one full workday a week
10.5 10.9
12.7
19.1
22.9
Diabetes
Only
Diabetes +1 Diabetes +2-
3
Diabetes +4-
5
Diabetes +6
or more
Diabetes
Only
Diabetes
+1
Diabetes
+2-3
Diabetes
+4-5
Diabetes
+6 or More
“I get angry and I just want to
explode. So many drugs you
have to handle, and doctors
you need to see.”

15. 15
I went to the drug store to pick up
high blood pressure medication,
$146 for 30 days. I finally said no
I'm not taking it.
All of the different meds are
expensive. I have had to
prioritize drugs. Sometimes
that even means missing meals.

16. 16

17. 18
“Diabetes restricts my lifestyle”
Diabetes Only Diabetes +1 Condition
51AGREE
%
26AGREE
%

18. 19
69%
49%
37%
27%
45%
30%
26%
20%
38%
30%
24%22%
Diabetes +6 or moreDiabetes +4-5Diabetes +2-3Diabetes +1
It limits my social life and activities
It causes insomnia and difficulty sleeping
It hinders my sex life and intimacy
% Reporting Practical Impact of
Multi-Morbid Conditions on their Lives

19. 20
% Reporting Emotional Impact of
Multi-Morbid Conditions on their Lives
56%
44%
32%
24%
42%
31%
18%
23%
42%
33%
17%15%
32%
29%
18%16%
26%23%
14%
9%
35%
19%
9%
5%
29%
20%
9%
12%
Diabetes +6 or moreDiabetes +4-5Diabetes +2-3Diabetes +1
It creates uncertainty or unpredictability in my life
It impacts my relationships
It undermines my identity and how I see myself
It has a social stigma attached to it
It makes me feel guilty, like it was my fault
It hinders my ability to care for others who need me
It makes me feel isolated

20. 21
If it came to life as an animal, diabetes would be…
“Keep having to
think about it”
“Irritating”“Nagging”
“Annoying”
“Distracting”
DIABETES-ONLY:

21. 22
If it came to life as an animal, diabetes would be…
“Terrifies me”
“Threatening”
“Lethal”
“Sinister”
“Deadly”
DIABETES + 6

22. 23
“Diabetes impacts my self-image”
Diabetes +6 Conditions
63AGREE
%
Diabetes Only
28AGREE
%

23. 24
Social self impacted
Sexual self impacted
“I want to feel like a whole person, a full man, I've
always been able to protect and defend myself
and family and now with these ailments, I'm
concerned about that.”
“My libido is not nearly what it once was, and it does
affect my manhood. It bothers the hell out of me.”

24. 25
Everything is being ripped
apart. I'm ready to lose it.
I'm at the breaking point.
Fear and anger at the same
time. I feel like screaming at
the top of my lungs from the
highest mountain.
It's heart breaking.
I feel like I’m beyond help.
I'm stressed, I feel like any
moment I'm going to explode
emotionally. I'm not taking any
more pills.
I felt as though it was going
to be a hard road. It was too
overwhelming, it was so long.
And there was really nothing
at the end of the road.
I feel like I have failed
at health.

25. 26
49%
40%
21%
16%
47%
35%
26%
18%
32%
28%
14%
8%
33%
22%
15%
10%
33%
22%
14%
8%
32%
20%
15%
10%
29%
19%16%
11%
+ 6 or more+ 4 - 5+ 2 - 3+1
Weighed down
Loss of control
Vulnerable and helpless
“Less than” – not a whole person
Imprisoned
Broken
Failed at health
% Reporting Emotional Impact of
Multi-Morbid Conditions on their Lives
Diabetes
+1
Diabetes
+2-3
Diabetes
+4-5
Diabetes
+6 or More

26. 27
“I have been entirely open in sharing
how it has impacted me emotionally”
Diabetes +6 Conditions
27AGREE
%
Diabetes Only
54AGREE
%
“Nobody knows what
is going on.”

27. 28
“Strength”
“Mindfulness”

28. 29
“Awareness”
“Focus”
“In control”

29. 30
“Not Giving Up”
“Hopeful”
“Courage”

30. 31
“Lost”
“Life washed away”
“No safe place”
“Overwhelmed”
“Hopeless”

31. 32
“Sadness”
“Disintegrating”
“Lost the life force”

32. 33
“Lonely”
“In need”
“No anchor”
“Welcoming the
relief of death”

33. 34
DIABETES ONLY DIABETES +4
Draw how you see yourself, living with diabetes/diabetes and your other conditions

34. 35
Degree to Which Ads Make Them Feel
Understood
The more conditions they live with, the less
understood they feel by advertisers
76
61
54 54
51
Diabetes Only Diabetes +1 Diabetes +2-3 Diabetes +4-5 Diabetes +6 or
more
Diabetes
Only
Diabetes
+1
Diabetes
+2-3
Diabetes
+4-5
Diabetes
+6 or More
“If I heard
messages about
people living with
multiple conditions
I’d feel less alone.”
“The ads aren’t
talking to me - they
have no idea what
it is like for me.”

35. 36
DIABETES
Diabetes
Heart
Disease
Hypertension
OA
Depression
High
Cholesterol
DIABETES

36. THANK YOU!