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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
How pharma and healthcare brands can improve their customer experience
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
How pharma and healthcare brands can improve their customer experience
AND SOME
INITIATIVES DESIGNED TO HELP
JUST MAKE IT
WORSE.
OF THE
How pharma and healthcare brands can improve their customer experience
AWARENESS
PATIENT
JOURNEY PRESENTATION & DIAGNOSIS
TREATMENT SELECTION
THERAPY SELECTION & ACCESS
COMPLIANCE & SWITCHING
OUTCOME
AWARENESS
PATIENT
JOURNEY
GAPS
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
But…
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
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
Add
value
NYU
Langone
Medical
Center
palm scanner
Pill Pack
Pharmacy
Build
around
the user
AbbVie
Humira
Talking
Training
Pen
Craft
communities
Lilly
Diabetes
T1
Everyday
Magic
Be
human
Novartis
MS
Living
Like You
Brands ≠ Products
Brands = Experiences
Experiences =
Better patient outcomes
How we can close the gap
1. Add value
2. Build around the user
3. Craft communities
4. 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

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