We are living in the age of data and the promise for marketers is the ability to harness this potential to become smarter about our customers. The opportunity is also the challenge, with so much data, how can we decipher what is useful and valuable to our customers? GDPR and HIPPA have redefined the approach Healthcare companies use to manage data for marketing, in this webinar learn how Ogilvy has created a proprietary data set dubbed Tripl that, combined with our data consultancy, enables the use of data to intelligently market to HCP’s.

1. Powered by
What’s Next:
Puts your data to work
1
A data service developed by the experts at Ogilvy Health.
2/14/2019

2. Angelo Campano Chris Andrews
WELCOME
Vice President
Point of Care Practice
Ogilvy Health
Chief Technology Officer
Ogilvy Health
Ritesh Patel
Vice President,
Chief Digital Officer
Ogilvy

3. Do you want
this deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
The recording will be available on:
facebook.com/OgilvyConsulting

4. Happy Valentines Day!

5. 1. Background and History
How an idea about Jet Blue
founded a vision
2. The Why
Data-driven marketing
3. Tripl:
An overview
• Technical Aspects
• Use cases
In 40 minutes or less
AGENDA

6. The Vision
6
of building, heavy lifting,
relationship building, and ambition
8YEARSOVER

7. The Vision
7
CONFERENCE
Who is going to the conference
that we want to visit us?
What flight are they on? What seat are they in?

8. 8
ONE LAST REMINDER:
Where to find us

9. The art and science
of data strategy
9
Our blended profile includes multiple data sets and can
articulate multiple planes of perspective
Our team applies their dedicated healthcare experience and
ability to extract the most relevant and impactful data points for
our clients to apply to their brands and projects
Behaviors and Habits
Demos and Affiliations
Medical Information
Channel Preferences

10. is the healthcare data
solution of Ogilvy Health
Let us help put data to work for you

11. Healthcare Data-Driven Marketing
11
The Why:
Genomic Data Custom Tools Scientific Wellness
Genomic data will be informing the HCP and
the patient decisions from pregnancy planning
to end of life care. The ubiquity of genomic
data will likely help HCPs move from making
therapeutic regimen decisions customized to
an individual based of their genetic make up.
Similarly, this data will also inform preventative
care based off risk factors for diseases like
Alzheimers or breast cancer
As patients continue to interact with the
healthcare system though digital channels,
we expect there to be a variety of tools
which incorporate a patients history and
customize regimens or activieies to match
that of patients risk profile and lifestyle
The combination of personalized tools,
genomic testing and actvitiy tracting will help
us make more informed decisions about
wellness (both HCP and Patients).
Combinging these data sources produce a
holistic digital view of the patient. This will help
HCPs intervene at the right moment and with
more effectiveness

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Why Tripl:
Technology
• 3 Secure Platforms
• Transfer Data to Manufacturers
• Machine Learning ‘Starter’
Data
• 8.1 Million Clinicians
• 4,000 Hospitals
• 450,000 HCOs
• 5,000 Different Data Attributes
• 500 Different Data Partners
ACCESS TO:
People
• Data Scientists
• HIT Experts
• Coding Specialists
TEAM OF:

13. What Makes Up Tripl:
People:
• Healthcare experts
• 40+ years of experience
• Dedicated teams across disciplines
• Network of agencies and resources
Technology:
• Healthcare compliant datacenters
• Scalable and secure infrastructure
• Big data analytical solutions
• Cutting edge marketing
technology stack
• Real-time insights and reporting tools
Data:
• Demographics and affiliations
• Practice patterns:
Medical claims on 175m patients
• Clinical trials and publications
• Peer network and referral patterns
• Spend and sanctions data
• Channel behavior and social data
• Consumer Information
(about the professional)

14. HOW IT WORKS

15. How Tripl works
15
PROVEN
RESULTS
NEW DATA
STRATEGIES
PURCHASED
DATA
TECHNOLOGY
ACTIONABLE
INSIGHTS
YOUR BUSINESS
CHALLENGES
PEOPLEOWNED DATA

16. Our Roadmap
16
How we process the need
Data Source
(i.e. Rx Data by NPI Number)
Appropriate Data Transfer
(i.e. AWS, WDM)
Craft the Program
(i.e. CRM, EHR, enhance a MCM program)
These are the vendors/partners
we work with (we pay them)
This is our team and
a combination of partners
This is our team doing the work to
hit the objective we need to hit

17. Our Roadmap
17
How we process the need
1. Understand the need (Discovery)
2. Create the strategy
3. Find the right combination of data partners
to provide the specifics of the strategy
4. Hire the appropriate data partners
5. Work to get the data to the appropriate
party (i.e. client, vendor) in a secure way
6. Create business rules with the data
for the need
7. Execute Program
Data Source
(i.e. Rx Data by NPI Number)
Appropriate Data Transfer
(i.e. AWS, WDM)
Craft the Program
(i.e. CRM, EHR, enhance a MCM program)

18. Core 4 Applications
18
Organize Design
Gain insights into motivations, behaviors and actions of HCPs.
Ability to answer business challenges and profile physicians based
on key characteristics.
Enhance traditional segmentation efforts on an individual basis.
Use data to segment HCPs based on actions and behaviors
How do I identify my target?
How do I identify physicians that
are treating patients with Lupus?
How can I use data to understand insight and
trends leading up to a patient being diagnosed?
Measure
Aggregate key metrics to understand a change in behavior
ü Real time access to centralized performance data by channel,
campaign, and by audience, to fuel insights
ü Central evaluation of KPIs to confirm and/or refine
measurement plan
Reach
Reach the physician at the right place with the right message.
Ability to push segments to various channels.
MORE

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Simply put:
In a way that you will reach:
The data you need
The way you need it
When you need it activated on
The right person
At the right time
With the right channel
In the right way
This will get you:

20. CURRENT PROJECTS

21. Using social data to drive
in office communication

22. Social Data to EHR Mechanics
22
Social Platform sends
consumer’s phone
number to EHR Provider
EMR matches phone
numbers with system to
identify consumer’s HCP
Trigger created in EMR
to send email to the
consumer’s HCP1 2 3Social Platform sends a data file
containing phone number to central
database to have NPI number of
physician appended to phone number
data file > Central Database sends data
file via FTP site and/or API to
participating EHR Platforms
EHR then matches NPI number to roster of
active EHR users that had been active over
3 months (with in their EHR) AND checked
against the AMA/Opt Out Database to
ensure Physician can receive information
Email is sent to physician/EHR user based on
directed business rules (governing the email).*
Email comes from the EHR company (both in
the address and as the sponsor of the email)
*Note: Email could be sent only on specific interaction that could happen in the
EHR post the phone number/NPI number being received by the EHR platform.

23. Data facilitation
for real-time communications

24. Client’s EHR
24
Data Transfers Program
NPI Level Results
(Charges Fee for NPI Data)
NPI Level Results
Partial NPI Level Results
(Charges Fee for NPI Data)
Facilitation of Program Results
Secure Centralized Database Marketing Data
Program Results Data Feed
Data
Notification
Notification of scrubbed
target list to Wunderman
Program Data
Target Files
Target Files
Program Validation
Models
Data
Notification
Program Analytics
Program Design, Management
and Notifications
Includes Opt-outs, DNC,
and refreshed target files)
Direct Data Feed
Notification or Secure Logon
Required Process
CLIENT

25. Physician personas to represent
the pharma industry
Known as Key Opinion Leaders

26. Dermatology Brand
26
“Payor” KOL (Traditional)

27. Physician Profile*
Primary Care Brand │ “Payor” KOL (Non-Traditional)
Dr. Heather Walters
KOL
hwalters@nyp.com
Age
38
Gender
Female
Profession
Oncologist
Location
Nashville, TN
Additional
Information
• Uses Epic Software
• Does not open email
• $725K household income
• Travel enthusiast
• Drive a 2014 Honda Odyssey
• Reads People magazine
• Watches ABC Family
• High Rx of Breast Cancer Products
*Illustrative example

28. Do you want
this deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
The recording will be available on:
facebook.com/OgilvyConsulting

29. 29
QUESTIONS?

30. 30