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Embracing the Patient Experience Gap: The Brand Experience Opportunity

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


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Hello Matt Pensinger SVP, Managing Director Chicago


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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


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


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


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


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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


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And, the industry has responded


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But…


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


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SO, WHY THE DIS CONNECT?


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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


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OUR TAKE: FORGET THE PILL


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We believe that the experience is the therapy.


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


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Add value


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NYU Langone Medical Center palm scanner


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Pill Pack Pharmacy


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Build around the user


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AbbVie Humira Talking Training Pen


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Craft communities


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Lilly Diabetes T1 Everyday Magic


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Be human


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Novartis MS Living Like You


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Brands ≠ Products Brands = Experiences


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Experiences = Better patient outcomes


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


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Talk to us – Contact Peter Sun VP, Brand Marketing Peter_Sun@jackmorton.com +1.212.401.7015 Read our blog at jackmorton.com/blog Follow us on twitter @jackmorton Visit us online at 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


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