What's Next for Digital Disruption in Healthcare

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Digital disruption in healthcare means that brands face new opportunities, but also new challenges – shifting consumer expectations, the emergence of new business models and the proliferation of disruptors who seem to understand consumers better than their established counterparts. How brands face these challenges will determine how well they are placed to reap the opportunities that the Wellness Movement will present.

Marketing

BLOCKBUSTER
8
“Neither RedBox nor Netflix are
even on the radar screen in terms
of competition, It’s more Wal-Mart
and Apple.”
Blockbuster CEO
Jim Keyes in 2008

BUT WHAT DOES
10
BUT WHAT
DOES CHANGE
MEAN?

13
TRADITIONAL BROADCAST MESSAGING INEFFECTIVE…

RISK, REWARD AND COST VARY
19
Cost
Reward Absorb
Hiring in team has less cost and slightly  
less risk than acquisition
Acquire
Acquisitions are
costly and high risk
Build Internally
Accelerating and scaling
internal innovation reduces
risk of cultural clash
Risk
Partner
Risk of change
avoidance and partner
dependency
Build Externally
External units may thrive, but the
challenge will be integrating innovation.

PARTNER
24
KEEPING YOU GOING SOS SUPPORT TIPS & TRICKS TO HELP
The Stoptober Messenger Bot

EASIER SAID
25
MANY
OPTIONS,BUT
WHICH ONE
FOR YOU?

WHERE ARE YOU?
26
Tipping Point
DIGITAL INVESTMENT
ENTERPRISEVALUE
OPERATIONAL
EFFICIENCY
AMPLIFY COMMUNICATION 
NEW PRODUCTS, INFORMATION,
EXPERIENCES & SOLUTIONS
TRASFORM/DISRUPT BUSINESS
MODELS
IMPROVED GO-TO-MARKET & AFTER
MARKET APPROACH
Gap between
potential and
actual results

THERE ARE BUSINESS THAT BREAK THE MODEL
28

THANK YOU!
Thomas Crampton
Global Consulting Principal, Marketing
Transformation
OgilvyRED
thomas.crampton@ogilvy.com

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What's Next for Digital Disruption in Healthcare

1. WELLNESSINNOVATION AND TRANSFORMATION

2. INSPIRING 2 DAYS 2

3. H&W 3 INFLECTION POINT FOR BRANDS

4. DO YOU NEED TO CHANGE?4

5. 5

6. AND THEY ARE WORLDWIDE 6

7. WHAT HAPPENS IF YOU STAY  THE COURSE? 7

8. BLOCKBUSTER 8 “Neither RedBox nor Netflix are even on the radar screen in terms of competition, It’s more Wal-Mart and Apple.” Blockbuster CEO Jim Keyes in 2008

9. WHAT DOES IT LOOK LIKE 9

10. BUT WHAT DOES 10 BUT WHAT DOES CHANGE MEAN?

11. 11 A NEW CHRISTMAS CAMPAIGN WON’T HELP…

12. 12 YOU CAN’T FAKE IT…

13. 13 TRADITIONAL BROADCAST MESSAGING INEFFECTIVE…

14. YOU CAN’T PROMISE YOURSELF OUT OF IT…

15. BUILD 15 BUILD EXPERIENCES

16. BUILD EXPERIENCES 16

17. EASIER SAID 17 THERE ARE WAYS FORWARD

18. EASIER SAID 18

19. RISK, REWARD AND COST VARY 19 Cost Reward Absorb Hiring in team has less cost and slightly   less risk than acquisition Acquire Acquisitions are costly and high risk Build Internally Accelerating and scaling internal innovation reduces risk of cultural clash Risk Partner Risk of change avoidance and partner dependency Build Externally External units may thrive, but the challenge will be integrating innovation.

20. BUILD INTERNALLY 20

21. BUILD EXTERNALLY 21

22. BUY & INTEGRATE 22

23. BUY (STANDALONE) 23

24. PARTNER 24 KEEPING YOU GOING SOS SUPPORT TIPS & TRICKS TO HELP The Stoptober Messenger Bot

25. EASIER SAID 25 MANY OPTIONS,BUT WHICH ONE FOR YOU?

26. WHERE ARE YOU? 26 Tipping Point DIGITAL INVESTMENT ENTERPRISEVALUE OPERATIONAL EFFICIENCY AMPLIFY COMMUNICATION  NEW PRODUCTS, INFORMATION, EXPERIENCES & SOLUTIONS TRASFORM/DISRUPT BUSINESS MODELS IMPROVED GO-TO-MARKET & AFTER MARKET APPROACH Gap between potential and actual results

27. CULTURE IS KEY 27

28. THERE ARE BUSINESS THAT BREAK THE MODEL 28

29. THANK YOU! Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED thomas.crampton@ogilvy.com

What's Next for Digital Disruption in Healthcare

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