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A 
Health 
Care 
Harvest 
– 
Reaping 
the 
Customer 
Experience 
Crops 
and 
Plan;ng 
the 
2015 
Seeds 
OPMA 
HarvesCest 
...
#HARVESTFEST 
#OPMA 
#wikibrands 
#2015trends 
@seanmoffitt 
@wikibrands
TOP 
10 
TRENDS 
THAT 
ARE 
RIPE 
10 
HEALTH 
CARE 
EXPERIENCES 
THAT 
NEEDS 
TO 
BE 
PRESERVED 
REGULATORY 
AND 
PRIVACY ...
Marketers are Winning Again
We 
are 
taking 
over 
the 
harvest… 
Owner 
of 
Technology? 
Owner 
of 
Customer 
Experience? 
Owner 
of 
Culture 
Change...
Of 
30+ 
different 
industries, 
Health 
Care 
is 
projected 
to 
be 
the 
6th 
most 
disrupted 
industry 
segment 
based ...
Open 
Rates 
Click 
through 
Rates 
Email Performance 
2006 
2008 
2010 
2012 
2014 
Source: 
Epsilon
Organic Reach of Content Published on Facebook 
Source: 
Ogilvy
The Fight for Attention Minutes
Is Pharma a Little Broken? 
Intense 
Compe//on 
Demanding 
Payers 
More 
Transparency 
Demanded 
Lingering 
Trust 
Issues ...
???
Top 
Pharma 
Solu;ons 
beyond 
pricing: 
#1 
New 
Service 
Models 
#2 
Direct-­‐to-­‐ 
Consumer 
Ini/a/ves 
#3 
Pa/ent 
Ad...
Top 
Marke;ng 
Growth 
$: 
#1 
Social 
Media 
#2 
Mobile 
Tech 
#3 
E-­‐Detailing 
#4 
MD-­‐Oriented 
Media 
#5 
Search 
E...
2015 represents a dramatic shift for marketing 
Creative & COMMS. 
Excellence 
content & EXPERIENCE 
Excellence 
What bran...
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 4...
2015 – TREND #1 – CONTENT > ADS 
The Industry 
-­‐ We 
are 
Doing 
It 
-­‐ 
93% 
(vs. 
60% 
in 
2013) 
-­‐ …In 
More 
Plac...
THE IMPORTANCE OF CONTENT : 
The Customer 
-­‐ Customers 
are 
caring 
about 
it 
– 
“Interes/ng 
Content” 
is 
a 
Top 
3 ...
THE IMPORTANCE OF CONTENT : 
The Marketplace 
-­‐ It 
is 
Driving 
Performance 
– 
content 
marke/ng 
costs 
62% 
less 
th...
What is the GOOD Content? 
“Content 
marke/ng 
is 
the 
horest 
trend 
in 
marke/ng 
because 
it 
is 
the 
biggest 
gap 
b...
So…The 
Future? 
Emo;onal 
or 
Data-­‐Driven
2015 – TREND #2 - emotional 
“Emo/onal 
Content 
is 
twice 
as 
effec/ve 
as 
ra/onal 
content, 
par/cularly 
awe, 
hilari...
2015 – TREND #3 - SMARTER 
90% 
of 
the 
data 
in 
the 
world 
has 
been 
created 
over 
the 
last 
2 
years; 
only 
1% 
o...
MOBILE 
LOCATION 
SOCIAL 
MEDIA3 
SOCIAL MEDIA is Morphing – 6 Forces 
DATA 
SENSORS 
CROWDING 
@seanmoffir 
32
Early 
Warning 
Insights
2015 – TREND #4 – MORE SO LO MO 
Social 
-­‐ 
social 
commerce 
3X 
as 
fast 
as 
ecommerce/ 
na/ve 
social 
content 
& 
a...
THE RISE OF NATIVE CONTENT AND ADS
2015 – TREND #5 - VISUAL
Be 
the 
First
2015 – TREND #6 - PERSONALIZED 
“The 
only 
way 
to 
win 
at 
content 
marke/ng 
is 
for 
the 
reader 
to 
say, 
‘This 
wa...
Mash 
Up 
Technology 
-­‐ 
Novar/s
2015 – TREND #7 – HYPER-CONNECTED 
In 
developed 
worlds, 
we 
will 
each 
have 
26 
smart, 
connected 
objects 
per 
pers...
Smart 
Technology 
– 
Pixie 
Scien/fic
TREND #8 - AUTOMATED 
The 
average 
lifespan 
of 
a 
tweet 
is 
12 
minutes; 
a 
Facebook 
post 
is 
30 
minutes. 
64% 
of...
2015 – TREND #9 - IMMERSIVE
2015 – COUNTERTREND - PRIVACY 
53% 
Data 
Pragma;sts 
31% 
Data 
Unconcerned 
16% 
Data 
Fearful
EmoFonal
Open
Open
Human
“Companies 
need 
to 
catch 
up 
to 
the 
way 
that 
humans 
now 
actually 
work 
and 
live. 
Customer 
context, 
/melines...
Agile
Behavioral
Personal
“There 
are 
more 
smart 
people 
outside 
your 
company, 
than 
within 
it. 
It’s 
the 
law 
of 
numbers, 
Be 
adap/ve.” ...
Crowds 
like 
to 
par/cipate, 
but 
somebody 
has 
to 
lead 
them.
Curated
Curated
Customer-­‐ 
Centric
WE-­‐Powered
“Lots 
of 
companies 
don't 
succeed 
over 
/me. 
What 
do 
they 
fundamentally 
do 
wrong? 
They 
usually 
miss 
the 
fut...
Integrated
InnovaFve
Tech-­‐enabled
New forms of content - The Connected Home? 
Health: 
Automa;cally 
track 
blood 
pressure, 
weight, 
and 
ac;vity 
Home 
T...
“In 
2015, 
it 
all 
starts 
with 
the 
story. 
If 
you 
don’t 
have 
a 
good 
story, 
find 
it. 
And 
if 
you 
can’t 
tel...
Immersive
Visual
Causeworthy
Causeworthy
Causeworthy
“It’s 
not 
what 
you 
do 
with 
your 
product, 
it’s 
what 
they 
do 
with 
it.”
Shareable
Experience-­‐ 
Building
Solves 
Life
“Without 
strategy, 
content 
is 
just 
stuff, 
and 
the 
world 
has 
enough 
stuff.” 
Arjun 
Basu
Resourceful
Data-­‐driven
Commerce-­‐driven
YOU JUST DON’T SELL PILLS ANYMORE
CUSTOMER EXPERIENCE MAPPING 
Experience 
Evangelism 
Everyplace 
Exchange 
Pa;ent 
Dr. 
Care 
Give 
Ad 
min. 
Pha 
rm. 
Cu...
i. The average wait in a 
doctor’s office is 21 minutes 
…yet 
they 
only 
have 
12-­‐15 
seconds 
to 
explain 
their 
pro...
Fric/on-­‐Free 
Check-­‐Ins
ii. 83% of patients don’t follow 
treatment exactly as 
prescribed
iii. 55% of patients are not 
contacted between doctor office 
visits 
…yet 
42% 
are 
more 
likely 
to 
be 
compliant 
if...
iv. 93% of patients want to 
manage their healthcare online
v. 76% of patients believe pharma 
companies have an obligation to 
provide information and services 
that complement what...
Incent/Gamify 
Adherence 
-­‐ 
Lifevest
vi. 50% OF Social media users have 
consulted health in social, 
TWIce as Developed among youth 
#1 
Support 
Health-­‐rel...
vii. 39% OF people act as 
Caregivers for someone else 
…and 
they 
are 
52% 
more 
likely 
to 
consult 
health 
online
viii. PharmaceUticals LAGS OTHER 
INDUSTRIES AND HEALTH CARE 
PLAYERS IN TRUST
ix. 68% of patients are online 
several hours per day and prefer 
pharma companies to get in touch 
through digital channe...
x. Technology can replace 
80% of what doctors do
New forms of content - The Connected PHYSICIAN?
Regulatory and Privacy Fungus and Mildew
Directly 
• Within 
Indica;on/Within 
Adver;sing 
– 
Follow 
the 
Rules 
• Adverse 
Drug 
Reac;ons 
– 
automate 
• Self 
R...
Indirectly 
• Visualiza/on 
vs. 
Statement 
• Awareness 
> 
Adver/sing 
• Corporate 
Brand 
Name 
and 
Storytelling 
• Par...
Your HARVEST Marketing Transformation 
• Join 
the 
Impact 
Age 
– 
personalized, 
immersive 
and 
smarter 
customer 
expe...
@seanmoffir 
#harveskest 
@wikibrands
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)
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OPMA Health Care Trends Wikibrands Presentation (Harvestfest)

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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

Publié dans : Santé & Médecine
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OPMA Health Care Trends Wikibrands Presentation (Harvestfest)

  1. 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. 2. #HARVESTFEST #OPMA #wikibrands #2015trends @seanmoffitt @wikibrands
  3. 3. TOP 10 TRENDS THAT ARE RIPE 10 HEALTH CARE EXPERIENCES THAT NEEDS TO BE PRESERVED REGULATORY AND PRIVACY FUNGUS AND MILDEW
  4. 4. Marketers are Winning Again
  5. 5. We are taking over the harvest… Owner of Technology? Owner of Customer Experience? Owner of Culture Change? Prover via Measurement and Data?
  6. 6. 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
  7. 7. Open Rates Click through Rates Email Performance 2006 2008 2010 2012 2014 Source: Epsilon
  8. 8. Organic Reach of Content Published on Facebook Source: Ogilvy
  9. 9. The Fight for Attention Minutes
  10. 10. Is Pharma a Little Broken? Intense Compe//on Demanding Payers More Transparency Demanded Lingering Trust Issues Pa/ent Ability to Pay
  11. 11. ???
  12. 12. Top Pharma Solu;ons beyond pricing: #1 New Service Models #2 Direct-­‐to-­‐ Consumer Ini/a/ves #3 Pa/ent Adherence Source: Booz & Co.
  13. 13. 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.
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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.”
  20. 20. So…The Future? Emo;onal or Data-­‐Driven
  21. 21. 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
  22. 22. 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.
  23. 23. MOBILE LOCATION SOCIAL MEDIA3 SOCIAL MEDIA is Morphing – 6 Forces DATA SENSORS CROWDING @seanmoffir 32
  24. 24. Early Warning Insights
  25. 25. 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
  26. 26. THE RISE OF NATIVE CONTENT AND ADS
  27. 27. 2015 – TREND #5 - VISUAL
  28. 28. Be the First
  29. 29. 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
  30. 30. Mash Up Technology -­‐ Novar/s
  31. 31. 2015 – TREND #7 – HYPER-CONNECTED In developed worlds, we will each have 26 smart, connected objects per person by 2020.
  32. 32. Smart Technology – Pixie Scien/fic
  33. 33. 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.
  34. 34. 2015 – TREND #9 - IMMERSIVE
  35. 35. 2015 – COUNTERTREND - PRIVACY 53% Data Pragma;sts 31% Data Unconcerned 16% Data Fearful
  36. 36. EmoFonal
  37. 37. Open
  38. 38. Open
  39. 39. Human
  40. 40. “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.”
  41. 41. Agile
  42. 42. Behavioral
  43. 43. Personal
  44. 44. “There are more smart people outside your company, than within it. It’s the law of numbers, Be adap/ve.” Reid Hoffman, LinkedIn
  45. 45. Crowds like to par/cipate, but somebody has to lead them.
  46. 46. Curated
  47. 47. Curated
  48. 48. Customer-­‐ Centric
  49. 49. WE-­‐Powered
  50. 50. “Lots of companies don't succeed over /me. What do they fundamentally do wrong? They usually miss the future.” Larry Page, CEO, Google.
  51. 51. Integrated
  52. 52. InnovaFve
  53. 53. Tech-­‐enabled
  54. 54. 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
  55. 55. “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.”
  56. 56. Immersive
  57. 57. Visual
  58. 58. Causeworthy
  59. 59. Causeworthy
  60. 60. Causeworthy
  61. 61. “It’s not what you do with your product, it’s what they do with it.”
  62. 62. Shareable
  63. 63. Experience-­‐ Building
  64. 64. Solves Life
  65. 65. “Without strategy, content is just stuff, and the world has enough stuff.” Arjun Basu
  66. 66. Resourceful
  67. 67. Data-­‐driven
  68. 68. Commerce-­‐driven
  69. 69. YOU JUST DON’T SELL PILLS ANYMORE
  70. 70. 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?
  71. 71. i. The average wait in a doctor’s office is 21 minutes …yet they only have 12-­‐15 seconds to explain their problem
  72. 72. Fric/on-­‐Free Check-­‐Ins
  73. 73. ii. 83% of patients don’t follow treatment exactly as prescribed
  74. 74. 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
  75. 75. iv. 93% of patients want to manage their healthcare online
  76. 76. v. 76% of patients believe pharma companies have an obligation to provide information and services that complement what they sell
  77. 77. Incent/Gamify Adherence -­‐ Lifevest
  78. 78. 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
  79. 79. vii. 39% OF people act as Caregivers for someone else …and they are 52% more likely to consult health online
  80. 80. viii. PharmaceUticals LAGS OTHER INDUSTRIES AND HEALTH CARE PLAYERS IN TRUST
  81. 81. ix. 68% of patients are online several hours per day and prefer pharma companies to get in touch through digital channels
  82. 82. x. Technology can replace 80% of what doctors do
  83. 83. New forms of content - The Connected PHYSICIAN?
  84. 84. Regulatory and Privacy Fungus and Mildew
  85. 85. 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
  86. 86. 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
  87. 87. 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
  88. 88. @seanmoffir #harveskest @wikibrands

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