The SVP and Managing Director of Jack’s Chicago office, Matt Pensinger, presented at Lions Health 2015 with Katie Bang from Eli Lilly and Company about improving the customer experience for patients: There is growing recognition amongst healthcare brands that understanding the full patient journey is essential for success in today’s healthcare environment. The sheer extent of this both physical and emotional journey, from awareness through to treatment and adherence, opens the patient to many potential experience gaps between their expectations and reality that can lead to frustration, disillusionment and even dropping the prescribed treatment. So, healthcare companies must understand this journey if they are to improve the customer experience – and offer necessary patient support that extends far beyond a given medication. Being truly effective requires that the entire organisation (from science through to sales) understands the patient journey in order to meet patient needs and effectively engage the many stakeholders that are becoming increasingly important to a therapy’s success. This is a significant undertaking and healthcare brands and their marketing agencies need to think differently about how they engage with patients and support communications for all the other stakeholders. This talk will examine the experience journey and what it means for the way we market.

1. Embracing The Patient
Experience Gap
–
Matt Pensinger
SVP, Managing Director
Jack Morton Worldwide
19 June 2015

2. Hello
Matt Pensinger
SVP, Managing Director
Chicago

4. Sure,
scientific
possibility
is evolving
quicker than
ever before…
…but many parts
of the healthcare
system are stuck
in the dark ages.
 Inaccurate information
 Limited patient histories
 Physician access challenges
 Insurance / Reimbursement hurdles

6. AND SOME
INITIATIVES DESIGNED TO HELP
JUST MAKE IT
WORSE.
OF THE

8. AWARENESS
PATIENT
JOURNEY PRESENTATION & DIAGNOSIS
TREATMENT SELECTION
THERAPY SELECTION & ACCESS
COMPLIANCE & SWITCHING
OUTCOME

9. AWARENESS
PATIENT
JOURNEY
GAPS
PRESENTATION & DIAGNOSIS
TREATMENT SELECTION
THERAPY SELECTION & ACCESS
COMPLIANCE & SWITCHING
OUTCOME

10. 76%of patients think pharmaceutical companies
have a responsibility to provide information
and services that help patients manage their
own health.
Accenture Life Sciences, Great Expectations, U.S. patient research, 2013

11. And, the industry has responded

12. But…

13. 20%of patients are aware of the
services available to them.
Accenture Life Sciences, Patient Services – Pharma’s Best Kept Secret, Global study, 2015
LESS THAN

14. SO, WHY THE
DIS
CONNECT?

15. The
approach
to Patient
Journeys
is flawed
 Built from physicians’
perspectives
 Too linear
 Too narrow
 Too simple – fails to
integrate all stakeholders
 Too limited – misses opportunities
beyond adherence

16. OUR TAKE:
FORGET
THE PILL

17. We believe that the
experience is the
therapy.

18. Add value
–
Build around the
user
–
Craft communities
–
Be human
–
Brand
experience
principles for
healthcare

19. Add
value

20. NYU
Langone
Medical
Center
palm scanner

21. Pill Pack
Pharmacy

22. Build
around
the user

23. AbbVie
Humira
Talking
Training
Pen

24. Craft
communities

25. Lilly
Diabetes
T1
Everyday
Magic

26. Be
human

27. Novartis
MS
Living
Like You

28. Brands ≠ Products
Brands = Experiences

29. Experiences =
Better patient outcomes

30. How we can close the gap
1. Add value
2. Build around the user
3. Craft communities
4. Be human

31. Talk to us
–
Contact Peter Sun
VP, Brand Marketing
Peter_Sun@jackmorton.com
+1.212.401.7015
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jackmorton.com
About Jack Morton
We’re a global brand experience
agency. We generate breakthrough
ideas, connecting brands and
people through experiences that
transform business. Our portfolio of
award-winning work spans 75 years
across event marketing, sponsorship
marketing, promotion and activation,
experience strategy, employee
engagement, digital, social, and
mobile. Ranked at the top of our field,
Jack Morton is part of the Interpublic
Group of Companies, Inc. (NYSE: IPG).
More information is available at:
www.jackmorton.com or @jackmorton
© Jack Morton Worldwide 2015