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The Power of Patient Focus in Healthcare

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Summary of keynote by Peter Fisk on the shift to patient-centricity in healthcare, and how to build patient centric brands and business models for more relevance, impact and profitability.

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The Power of Patient Focus in Healthcare

  1. 1. THE POWER OF Prof. Peter Fisk GeniusWorks and IE Business School Email: peterfisk@peterfisk.com Web: www.theGeniusWorks.com PATIENT FOCUS
  2. 2. +genius
  3. 3. Brands winning in a new world Patient-centric healthcare Building brands for patients +genius THE POWER OF PATIENT FOCUS
  4. 4. We live in an incredible time
  5. 5. We live in an incredible time
  6. 6. Virtual world becomes real
  7. 7. Amazon’s bigger vision
  8. 8. $99 to profile your DNA
  9. 9. Driverless in Singapore
  10. 10. Tesla is now bigger than Ford
  11. 11. Unlimited executive jets
  12. 12. SpaceX redefines space travel
  13. 13. Xiaomi, the new AppleHyperloop redefines travel
  14. 14. The world’s biggest sports event
  15. 15. Magic Leap’s cinematic VR
  16. 16. Tectonic shifts +genius
  17. 17. East Small West Big RelevantAverage © Peter Fisk 2015
  18. 18. ImaginationCapability CollaborativeIndependent DisruptingEvolving © Peter Fisk 2015
  19. 19. Consumer Emotional Pull Business Rational Push © Peter Fisk 2015
  20. 20. Consumers in control +genius
  21. 21. New opportunities to grow +genius
  22. 22. Time to think bigger
  23. 23. +genius Think Tesla
  24. 24. +genius
  25. 25. +genius Think Nespresso
  26. 26. The Gamechangers +genius
  27. 27. Audacious ideas +genius
  28. 28. 10 times not 10% +genius
  29. 29. es 1. 23 & Me 2. Aravind 3. Editas 4. Genentech 5. Intuitive Surgical 6. Narayana Hosp 7. Organova 8. PatientsLikeMe 9. Scanadu 10. Second Sight 1. Amazon 2. Aussie Farmers 3. Etsy 4. Farfetch 5. Le Pain Quotidien 6. Pinterest 7. Positive Luxury 8. Rackuten Ichiba 9. Trader Joe’s 10. Zappos 1. Apple 2. Beauty’in 3. DJI 4. Go Pro 5. Lego 6. Method 7. Natura 8. Nike+ 9. Oculus Rift 10. Renova 1. Alibaba 2. ARM 3. Bharti Airtel 4. GE 5. Google X 6. OneWeb 7. Raspberry Pi 8. Samsung 9. Slack 10. Xiaomi 1. Aeromobil 2. Air Asia 3. Airbnb 4. CitizenM 5. Emirates 6. Kulula 7. RedBus 8. Uber 9. Virgin Galactic 10. Zipcars 1. 3DHubs 2. Corning 3. DP World 4. Dyson 5. Embraer 6. Local Motors 7. Space X 8. Syngenta 9. Tata 10. Tesla 1. Brewdog 2. GrameenDanone 3. Graze 4. Juan Valdez 5. LA Organic 6. Moa Beer 7. Modern Meadow 8. Nespresso 9. Yeni Reki 10. Zespri 1. Ashmei 2. 1Atelier 3. Desigual 4. Jonny Cupcake 5. Inditex 6. Patagonia 7. Rapha 8. Shang Xai 9. Threadless 10. Tom’s 1. Aspiration 2. Fidor 3. First National 4. Moven 5. M-Pesa 6. Robinhood 7. Square 8. TransferWise 9. Umpqau 10. Zidisha 1. Al Jazeera 2. Buzzfeed 3. Netflix 4. Pledge Music 5. Red Bull 6. RiotGames 7. Snap 8. Ushahida 9. ViceMedia 10. WeChat futureproduct futurefashion futurefood futurehealth futuretech futuremakersfuturebank futuretravel Thi N/S American brands European brands African/Arab brands Asia/Pacific brands futuremedia 1. Ashoka 2. AzuriTech 3. Graal Bio 4. IBM Watson 5. IDEO 6. Kickstarter 7. Li & Fung 8. Live Nation 9. Salesforce 10. Y Combinator 1. Bitcoin 2. Bhutan 3. City FC 4. The Elders 5. FanDuel 6. ParkRun 7. Michelle Phen 8. Planetary Res 9. Udacity 10. You futureservice futurebrands © Peter Fisk 2016 peterfisk@peterfisk.com www.theGeniusWorks.com futurestore High growth companies shaking up every market
  30. 30. audacious
  31. 31. intelligent
  32. 32. networked
  33. 33. collaborative
  34. 34. Change Why enabling
  35. 35. Brands winning in a new world Patient-centric healthcare +genius THE POWER OF PATIENT FOCUS
  36. 36. +genius Think healthcare
  37. 37. +genius
  38. 38. +genius
  39. 39. Pharma used to be about drugs
  40. 40. Pharma Patient Hospitals Insurers Physicians Government Pharma 1.0 +genius
  41. 41. Epocrates +genius
  42. 42. +genius Second Sight
  43. 43. +genius Organova
  44. 44. Power shift to patients
  45. 45. Pharma Patient Academia Deliverers Biotech Medtech Hospitals Insurers Physicians Government Pharma 2.0 +genius
  46. 46. +genius Voxiva
  47. 47. +genius Zecuity
  48. 48. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius First Warning
  49. 49. New world of wellness
  50. 50. Pharma Patient Academia Biotech Medtech Hospitals Insurers Retailers Tech Wellbeing Food Employers Physicians Governments Deliverers Pharma 3.0 +genius
  51. 51. +genius Google Lifeware
  52. 52. Catapult … better performance
  53. 53. Catapult … the new sports coach
  54. 54. +genius Novo Nordisk
  55. 55. +genius Novo Nordisk
  56. 56. +genius Novo Nordisk
  57. 57. Patient I choose treatments based on outcomes I trust brands relevant to me Influenced by friends and others like me I shop around for quality and lifetime costs I monitor my health, control my care I own my data, my budget and wellbeing +genius Patient-centric
  58. 58. Brands winning in a new world Patient-centric healthcare Building brands for patients +genius THE POWER OF PATIENT FOCUS
  59. 59. Brand power
  60. 60. $11bn value $70m profit
  61. 61. +genius CustomerBusiness Think different
  62. 62. “To refresh the world.To inspire moments of optimism and happiness.To create value and make a difference." “To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).” “We add sparkle to people's everyday lives." Brand concept
  63. 63. Brands are not just about Brands today are more about Image Aspiration Promise Experience Difference Relevance Values Spirit Consistent Coherence Awareness Participation Personal Shared Engaging Enabling Like Love Relationship Movement
  64. 64. 7 practical steps to win with patient-centric brands
  65. 65. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius CustomerBusiness Rethink purpose
  66. 66. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius PatientPharma From sickness to health
  67. 67. +genius Being the customer
  68. 68. Harley Owners Group
  69. 69. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink brands
  70. 70. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius How to live a better life
  71. 71. +genius What does Airbnb mean?
  72. 72. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink propositions Segment Motivation Key benefit Value proposition Segment Motivation Key benefit Value proposition Segment Motivation Key benefit Value proposition
  73. 73. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Segment Motivation Key benefit Value proposition Segment Motivation Key benefit Value proposition Segment Motivation Key benefit Value proposition Therapies to Motivations
  74. 74. Moven
  75. 75. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink business models Make and distribute business model eg CocaCola Microsoft Spectrum retail business model eg Amazon Marks & Spencer Make and sell direct business model eg BMW, HSBC Niche retail business model eg ToysRUs,Wiggle License to make business model eg ARM, Ed Hardy Curated retail business model eg Fab, Positive Luxury Membership club business model eg Costco, Quintessentially Crowdfunded ventures business model eg Kickstarter, Zidisha Opensourced community business model eg RedHat, MySQL Subscription payment business model eg FT.com, Graze Buyer and seller marketplace business model eg Etsy, NYSE Micro payments business model eg Flattr Grameen Danone Collaborative consumption business model eg Buzzcar, Regus Regular Replacement business model eg Gillette, Nespresso Branded Consortia business model eg Cisco, Spar Advertising or Sponsorship business model eg Google, Metro Newspapers Listed or Promoted business model eg Monster Linkedin Network builders business model eg Hotmail, Twitter Demand then Made business model eg ZaoZao, Threadless Auction retail business model eg eBay, Sotheby Knowledge and time business model eg McKinsey, Harvard Franchised retail business model eg McDonalds, Subway Certification and endorsement business model eg ISO, Verisign Remainder retail business model Eg Saks, Vente Privee Multulevel marketing business model eg Tupperware, Natura Group buying business model eg Groupon, Huddlebuy Reverse auction business model eg Priceline Freemarkets Shared rental business model eg Zilok, Hilton Tradeable currency business model eg Bitcoin Air Miles Freemium pay within business model eg Angry Bird, Coursera Transaction facilitator business model eg Paypal, Visa Pay as you go business model eg AzuriTech Techshop Dynamic pricing business model eg Expedia, Uber Reputation builders business model eg Tripadvisor, PaywithaTweet Customer data business model eg Facebook, 23andMe Non-profit business business model eg Oxfam Wikipedia Maker models Channel models Crowd models Payment models Exchange models Asset models
  76. 76. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Drug sales to positive impact Make and distribute business model eg CocaCola Microsoft Spectrum retail business model eg Amazon Marks & Spencer Make and sell direct business model eg BMW, HSBC Niche retail business model eg ToysRUs,Wiggle License to make business model eg ARM, Ed Hardy Curated retail business model eg Fab, Positive Luxury Membership club business model eg Costco, Quintessentially Crowdfunded ventures business model eg Kickstarter, Zidisha Opensourced community business model eg RedHat, MySQL Subscription payment business model eg FT.com, Graze Buyer and seller marketplace business model eg Etsy, NYSE Micro payments business model eg Flattr Grameen Danone Collaborative consumption business model eg Buzzcar, Regus Regular Replacement business model eg Gillette, Nespresso Branded Consortia business model eg Cisco, Spar Advertising or Sponsorship business model eg Google, Metro Newspapers Listed or Promoted business model eg Monster Linkedin Network builders business model eg Hotmail, Twitter Demand then Made business model eg ZaoZao, Threadless Auction retail business model eg eBay, Sotheby Knowledge and time business model eg McKinsey, Harvard Franchised retail business model eg McDonalds, Subway Certification and endorsement business model eg ISO, Verisign Remainder retail business model Eg Saks, Vente Privee Multulevel marketing business model eg Tupperware, Natura Group buying business model eg Groupon, Huddlebuy Reverse auction business model eg Priceline Freemarkets Shared rental business model eg Zilok, Hilton Tradeable currency business model eg Bitcoin Air Miles Freemium pay within business model eg Angry Bird, Coursera Transaction facilitator business model eg Paypal, Visa Pay as you go business model eg AzuriTech Techshop Dynamic pricing business model eg Expedia, Uber Reputation builders business model eg Tripadvisor, PaywithaTweet Customer data business model eg Facebook, 23andMe Non-profit business business model eg Oxfam Wikipedia Maker models Channel models Crowd models Payment models Exchange models Asset models
  77. 77. +genius Dollar Shave Club
  78. 78. +genius
  79. 79. ! © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink communication
  80. 80. ! © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Engaging in their world
  81. 81. Nestle’s big data marketing
  82. 82. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink experiences
  83. 83. © Peter Fisk 2015 More details in the new “Gamechangers” book +genius Living a better life
  84. 84. Red Bull
  85. 85. !© Peter Fisk 2015 More details in the new “Gamechangers” book +genius Rethink relationships
  86. 86. !© Peter Fisk 2015 More details in the new “Gamechangers” book +genius Living a better life together
  87. 87. +genius Rapha … Cycle Clubs
  88. 88. Brands winning in a new world Patient-centric healthcare Building brands for patients +genius THE POWER OF PATIENT FOCUS
  89. 89. What will you do? +genius
  90. 90. How will your patients be winners? +genius
  91. 91. Be Bold Be Brave Be Brilliant
  92. 92. +genius Strategy and innovation, brands and marketing Inspiring keynote speaking Expert strategic consulting Practical executive development Email: peterfisk@peterfisk.com Telephone: +44 (0)78344 83830 Website: www.theGeniusWorks.com Twitter: @GeniusWorks Linked-in: www.linkedin.com/in/geniusworks New book, just published: www.Gamechangers.pro Previous books include: www.CreativeGeniusLive.com Download presentations: www.slideshare.net/geniusworks Watch videos: www.youtube.com/thegeniuswork

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