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Embracing The Patient Experience Gap – Matt Pensinger SVP, Managing Director Jack Morton Worldwide 19 June 2015
Hello Matt Pensinger SVP, Managing Director Chicago
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
AND SOME OF THE INITIATIVES DESIGNED TO HELP JUST MAKE IT WORSE.
PATIENT JOURNEY AWARENESS PRESENTATION & DIAGNOSIS TREATMENT SELECTION THERAPY SELECTION & ACCESS COMPLIANCE & SWITCHING OUTCOME
PATIENT JOURNEY GAPS AWARENESS PRESENTATION & DIAGNOSIS TREATMENT SELECTION THERAPY SELECTION & ACCESS COMPLIANCE & SWITCHING OUTCOME
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
And, the industry has responded
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
SO, WHY THE DIS CONNECT?
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
OUR TAKE: FORGET THE PILL
We believe that the experience is the therapy.
Add value – Build around the user – Craft communities – Be human – Brand experience principles for healthcare
NYU Langone Medical Center palm scanner
Pill Pack Pharmacy
Build around the user
AbbVie Humira Talking Training Pen
Lilly Diabetes T1 Everyday Magic
Novartis MS Living Like You
Brands ≠ Products Brands = Experiences
Experiences = Better patient outcomes
How we can close the gap 1. 2. 3. 4. Add value Build around the user Craft communities Be human
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