How pharma and healthcare brands can engage consumers in order to dri…

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Intro
We’ve all wanted to be superheroes as children, because of their special powers
But can a healthcare brand be a superhero?
What are the special powers of superheroes? Map these onto healthcare brands.
Healthcare brands already have these powers - what is stopping them from realising this power?
The opportunity for brands is to empower people to improve their own journey to better health
How can healthcare brands achieve this?
We are excited to explore this in this talk with AbbVie, a brand which is fully committed to improving the patient experience.

What’s the cost?
The World Health Organization estimates that 20 to 40 percent of the money spent on health around the world is wasted on inappropriate tests and treatments
Many factors contribute to the success of our journeys to better health – the environment is complex (Socio-economic factors, the political environment and regulation)
Yet we know (particularly in the world of BE) that we can make a difference to people’s lives through the experiences brands create. We can empower a better experience on their healthcare journey
It’s a huge financial and personal benefit if we can

People’s expectations

People expect pharma brands to help on this journey

*Quote in slide: Accenture Life Sciences, Great Expectations, U.S. patient research, 2013. A global study of 10,000 patients across the U.S., United Kingdom, France, Germany and Brazil.

The disconnect
Brands are making a huge effort, yet less than 20% of patients are aware of the services available to them*
Somewhere there is a huge disconnect.
Patients are not empowered to help themselves, so the superpowers are locked

**Accenture Life Sciences, Great Expectations, U.S. patient research, 2013. A global study of 10,000 patients across the U.S., United Kingdom, France, Germany and Brazil.

The key to unlocking the superpowers?

The challenge for healthcare brands is the same as for all brands – it’s experiences and not brand comms that matter.
The key to empowerment is rooted in experience
And effective experiences have people at their heart (hopes, needs, aspirations)

The Brand Experience Principles
At Jack we’ve identified four principles by which we can ensure brand experiences truly connect with people.
These principles can transform all BEs, including in health
They are rooted in an understanding of people and how they live their lives
The best BEs are a natural extension of how we live our lives

Be human
Be delightfully useful
Invite participation
Build community

Be human
Of all the principles, this is the one that provides an essential foundation to the success of your brand experience.
Because you have to understand people and the way they live their lives and truly treat people as human, if you are to create experiences that resonate
AbbVie’s DTYB is a campaign that we could talk about in relation to all the brand experience principles, but it’s success stems from a human understanding at its core.
DTYB really got to the heart of a very overlooked condition, by setting out to understand how it was impacting on people’s lives and what the roadblocks were to helping people improve their experience in gaining the correct diagnosis and treatment.

The campaign
The insight - people tend to accept IBP as part of life, playing down the impact it has on them and not discussing it with family and friends.
The solution - created a campaign which removed the roadblock of lack of awareness and willingness to discuss and provide a practical and immediate means to kick-start the experience journey of diagnosis through to treatment.
Outline elements of the campaign
30+ country-specific websites with materials to assist consultations with HCP
An online symptom checker
National roadshows
Flash Mobs
Media Outreach
HCP awareness seminars
Patient testimonial videos.

Results
Within the first few months of launching DTYB, the websites achieved and then surpassed their benchmarks. The initiative was expanded from 5 initial countries to over 30.

• 32% unique visitors took the symptom checker (ENGAGE – benchmark: 25%) [10.0]
• 11% unique visitors showing clear intent to see an HCP about their back pain, measured by downloading their symptom checker results or an HCP discussion guide (CONVERT – benchmark: 2%) [10.0]
This equates to around 124,762 people showing intent to visit their HCP!
In the UK, diagnosis rates were increased by 36%

Be delightfully useful
The best experiences help people solve a problem. Often in a surprising or delightful way. They remove a road-block that you may not have even realised was there.
these experiences are often powerful kick-starters at the beginning of an experience journey.

Text4baby, the first ever free mobile health service in the US
Insight – low-income, expecting and new moms needed to be empowered to support themselves with a new baby
Solution: provided a delightfully useful tool to help empower its target audience by providing timely and expert health information via SMS text messages through their baby’s first year.
Results: connected women to local prenatal and infant care services and resources
Text4baby mothers were nearly 3X more likely to believe that they were prepared to be new mothers compared to those in the control group

Invite participation
1. Participation in experiences can increase sense of support, control and ultimately ownership of your own patient journey.
Technology has made it all the more easy to invite participation (multiple social channels available)
But inviting people isn’t the same as them actually participating. There’s no shortage of brands today (from any industry) that have held parties where nobody came.
a) people don’t often want to hear direct from brands – preferring friends, family, other people with experience
b) regulations in healthcare mean social media use is restrictive
The key to success, is not by focusing on a media platform, but by building your campaign from an insight about people and the way they live their lives.

Millennium Pharmaceuticals, My Multiple Myeloma
1. Insight: Millennium recognised the need for patients to hear other patient voices and have the opportunity to participate, having their own voice heard and supporting others
2. Solution: Created Local Patient Outreach Programs - live programs where key opinions leaders and patient ambassadors speak with patients – offering real insight from those who understand the disease best and a the opportunity to participate in a real discussion. They also created MyMultipleMyeloma.com which also provided opportunities to participate and share stories.*
3. Results: Brought patients together and provided an outlet for those patients to learn new things about multiple myeloma from sources they could trust

*They also created MyMultipleMyeloma.com , a comprehensive resource for myeloma patients where they can learn more about the disease, access information that would help them along their journey (such as financial assistance and emotional support), find portals to online communities and support groups and offer a place where they can share their story. The website includes profiles on several patients and caregivers as well as videos that could help other patients deal with myeloma.

Create community
Every brand wants to create a community
There is a particularly strong imperative for it in healthcare – communities can help solve problems through support and dialogue
Yet the challenge is that people are often reticent to talk about their particular condition or issue
And communities will only form where there is a natural place for them
So brands have an important role to play in creating a forum where people feel they can talk and one where they can get appropriate and effective information.
But they must do so with a light touch – and one that’s led with insight of people and the way they live their lives.

EmblemHealth Small Steps
Insight: achieving better health can seem like an overwhelming task
Solution: split achieving healthier living into smaller, more manageable but meaningful steps and galvinise action through drawing the community together.
The campaign encouraged participation right within people’s own communities (classes, neighbourhood events, healthy activities etc) in order to empower individuals
Results
+130 experiences
+100,000 people reached
+10,000 leads

Conclusion
Building the right experience is key to helping empower patients
But people will only be engaged if it resonates with their lives.
brands that will be successful in this will be the ones that create experiences that are grounded in this understanding.
Experiences that are:

Human
Delightfully useful
Invite participation
Build community

In this way brands can truly maximise their potential – and unlock those superpowers

We would love to hear from you – both about things you are doing to tackle the gap or your thoughts on what we presented today. Please get in touch – we would like to keep the conversation going about how we can all do more.

How pharma and healthcare brands can engage consumers in order to drive growth

Jack Morton Worldwide

How pharma and healthcare brands can engage consumers in order to drive growth