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HEALTH & WELLNESS: DISRUPTION AND
ADAPTING FOR THE REBOUND
Beyond COVID-19
PIERRE ROBINET
Senior Consulting Partner,
Asia Practice Lead, Health & Wellness
Welcome
MARION MCDONALD
Global Practice Lead,
Health & Wellness
DAYOÁN DAUMONT
Partner, EMEA
Ogilvy Consulting
Tell us
where you
are dialing in
from!
What’s the weather
like in your city?
Do you want
this deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting
Making brands matter
in turbulent times:
HEALTH & WELLNESS: DISRUPTION AND ADAPTING
FOR THE REBOUND
Beyond COVID-19
9 APRIL 2020
Let’s face the fact -
the Grim Reaper has arrived
Investor interest in Chinese
technology took off. It also
triggered the digital home
entertainment market as millions of
people, confined to homes or
dormitories, looked for distraction.
It is seen as the point that led to
Alibaba taking off as those millions,
afraid to go outside, began to shop
online.
Recovery was also rapid and
most Asian economies bounced
back. Shares in Cathay Pacific
Airways tumbled 30 per cent from
December 2002 to April 2003 only
to nearly double in the next year as
populations proved keen to not
only return to normal, but make up
for lost time.
Our learnings from the SARS crisis shows that we CAN and
WILL bounce back
During the nine-month outbreak,
more than 8,000 cases of SARS
were confirmed and 774 people died
— 648 of them in Mainland China and
Hong Kong. Initially the Chinese
institutions were playing catch-up,
but over time they came to terms
with the challenge. The Chinese
government has an unparalleled
ability to marshal resources, and
Chinese culture prizes stoicism and
the ability to work through hardships.
SARS was the tipping point for the
internet as a mass medium in China
as people looked to mobile phones
and the web for information and
updates about the outbreak. Shares
in Sina, Sohu, and Net Ease soared.
The public role for brands is increasing
When CVS stopped selling cigarettes in 2015, they sent
a message that they owned a piece of America’s
healthcare. In the COVID-19 era, any brand claiming
a stake in the healthcare system has a responsibility
to adopt business practices that further the goal of
keeping people healthy.
- Lizanne Fontaine (RN), Chair of the Brooklyn Hospital Center
“
”
0.
0.5
0.9
1.4
1.8
2.3
Cut Maintain Increase
Market share
% point
Changes in marketing
spend (as % market
size)
*Source: Hillier, Tony: Successful competitive strategies for recession and recovery
Research shows that crises punish the dithering
and reward the committed
Brands that get crisis
response right are
able to capture up to
3x more market
share through a
downturn, rebound
faster and stronger
when good times
return, for lasting
competitive gains
While some wellness related industries are booming right now
Vitamins
Covid-19 has sparked a sudden spike in
demand for vitamin C, vitamin D and
zinc. In Singapore, NTUC FairPrice
supermarkets reported 3 to 5 times
growth in Vitamin C sales, the Philippines
health department is buying vitamin C for
school children to boost their immunity
during Covid-19 and UK vitamin suppliers
have reported sales tripling.
Home Fitness
Home workouts and fitness equipment
are booming. Joe Wicks started his
fitness business in UK in 2012. Last
months he added 950,000 YouTube
followers and has 2 UK TV networks
vying to sign him. Sales of indoor fitness
equipment, bicycles, dumbbells, yoga
mats and skipping ropes have also seen
a significant boost.
Mental health goes mainstream
Mid-pandemic, meditation apps such as
Headspace (provided free to 1.2mill NHS
health workers in UK) and Simple Habit
opened up their memberships to non-paying
customers. BP launched support to Mind in
the UK. Mental health services and apps will
form new partnerships to support the
mainstreaming of this area.
The impact on Pharma's commercial activities has been
diverse and challenging
Face to Face Calls have stopped amidst
lock-downs and social distancing
Reduction or pause in non-life
threatening clinical trials
Delicate management of supply chains
with potential closing of manufacturing
sites or lack of key API ingredient
Potential delay in launches as
regulatory inspections have paused
The insurance industry is likely to shape up to the unfolding crisis
Raise in importance of online
technology and digital
transformation
With increasing online sales to
60%, AIA has activated a digital
platform that allows its agency force
to conduct online recruitment,
training, financial review and after-
sales services, as well as remote
signature and one-time-password
submission
Increase in demand for health
insurance
Pandemic will accelerate the
development of the insurance
industry by further motivating
demand for health insurance. This
will help it to maintain a favorable
trend in the long term, as it
refocuses on protection function
and strengthening supply-side
reform of products and services
Digital partnerships for health
insurance
Partnerships such as with
telemedicine providers provide
consumers access to value-added
health services, thereby creating a
new landscape that offers innovative
services
And the adoption of digital technologies is helping businesses to
collaborate and succeed
Virtual clinical trials at the comfort of
patient’s home
Engagements through doctor
community platforms
Acceleration of Tele-medicine providers
To provide most relevant services
Regulated countries such as France are
accelerating and simplifying patient access
to telemedicine
Governments are setting aside reservations about
the risks of such "couch consultations" to ease
regulations
• Germany has started relaxing rules on remote
treatment
• UK’s taxpayer-funded National Health Service has
ordered 7,000 doctors’ offices across the country to
conduct as many video and phone consultations as
possible
The individual is approaching life with gratitude and resilience
Physical bonding between family has
increased
Drone Photography of families staying together
during quarantine
“I have realized how
our mothers handle
everything single-
handed. Now the work
is divided, it’s a big
realization”
New-found respect &
gratitude for mothers
PHYSICAL
BENEFITS
SOCIAL/
EXPERIENTIAL
BENEFITS
RESPONSIBLE/
POSITIVE
IMPACT
MENTAL/
EMOTIONAL
BENEFITS
Houseparty is now the #1
trending app in Google Play
Movie-couching
together
Share your drawings
and make new
friends
Playing well-known games
on messaging apps with a
bot that handles everything
In-home fitness solutions soar
Ring Fit Adventure, a game for the
Nintendo Switch that promotes indoor
exercise, ran out of stocks worldwide
amid the current crisis
Staying connected and distracted online
And brands are already reacting to this
Employees in companies like
TikTok, Ogilvy appreciating
each other with care
packages ---- “This came in
the morning, I feel so
touched”
PHYSICAL
BENEFITS
SOCIAL/
EXPERIENTIAL
BENEFITS
RESPONSIBLE/
POSITIVE
IMPACT
MENTAL/
EMOTIONAL
BENEFITS
Headspace partnered with Hyatt to unlock
a free collection of meditations, sleep,
and movement exercises for everyone
A swimwear brand transforms its regular
customer service channels into a free avenue
that allows people to reach out if they need
something to lift their mood
Veeva is making Engage free to new clients to
help promote remote meetings with healthcare
professionals and to reduce the spread of the virus.
Nike is giving its Nike Training Club
Premium workouts free which provides
studio style streaming workouts, progressive
training programs and expert tips
More than ever technology is helping individuals to better manage
their health
Better disease
co-management
Access to more
communities
Access to more
telemedicine
platforms
Better monitoring of
health due to better
device connectivity TraceTogether in SG is
now downloaded by
more than 600K
population within 5
days of launch
Regular users of Natural
Cycle can also now
manage their COVID
symptoms
More using Talkspace’s virtual therapist
solution to discuss issues affecting them
Women are interacting with pediatricians and getting on
demand care through telemedicine apps such as Heal
Mobile cancer patient
support platform in
which patients can
key in responses to
medical treatments
Migraine Buddy
engaging users on
Covid stories and
migraine
management
Engaging in interactive 3D
experiences through
Spellbound AR app for
educational purposes and
improving the patient
experience
Facebook offering
community support
Google’s dedicated
COVID-19 Information
resources helps user to
navigate with right
information and also
connects on shared
activities
→
Work from
Home
Online
Conferences
Rise in
tele-med
services
Proactive
health
monitoring
No category is immune to online
experiences
Digital transformation is no longer
just ‘nice to have’
Broadband is now an utility as
important as electricity
Impact on behaviour
COVID-19
INFLUENCING
BEHAVIOUR
Technology in the
forefront of change
How we shape and support new behaviours
in post-outbreak recovery
RECOGNIZE AND AFFIRM NEW SOCIAL NORMS AROUND
SAFETY
New behaviours make us feel self-conscious, so it will help to illustrate
the social consensus (homophily) of the new behaviour,
eg. xx% of people like you are doing this too
Brand challenges now.
THINGS THAT ARE CURRENTLY ON OUR MINDS?
How will the shift to tele-
medicine platform
services influencing our
business model?
How do we
innovate to find
new ways to
integrate wellness
into healthcare post
pandemic?
How do we deal with a
public hospital crisis
within a private
environment?
HOW DO WE KEEP OUR
RELATIONSHIP WITH
OUR DOCTOR GIVEN THE
ABSENCE OF
FACE TO FACE
INTERACTIONS?
HOW DO WE COMMUNICATE
CHANGES IN STRATEGIC
DECISIONS TO OUR
DIFFERENT STAKEHOLDERS
FROM PATIENTS, DOCTORS
TO SHAREHOLDERS?
HOW DO WE MANAGE
OUR COMMERCIAL
COSTS GIVEN THE
UNCERTAINTY OF ROI
OR BENEFITS?
How do I highlight
the value of my
insurance program
and benefits to
customers?
How to make your brand matter across all time horizons
In time of crisis even more than in
‘normal’ times, a key challenge is to
reconcile the distinct dynamics and
requirements of different time
horizons – winning in the now, while
preparing for the medium-term, and
transforming for longer-term growth in
changing times.
Ogilvy’s OS helps marketers manage
their brand as a holistic and agile
system – where every action, every
experience builds the brand and
business in interconnected ways.
In times of crisis, the OS helps
marketers prioritize actions to take in
the heat of the outbreak, while looking
ahead to ensure their brands are
primed to take advantage of the
recovery and ‘new normal’ beyond.
MATTER
LONG TERM
(New Normal)
MATTER
MEDIUM TERM
(Recovery phase)
MATTER
LONG TERM
(Acute outbreak
phase)
How do we get on the front foor
in a changed landscape?
Re-focus on patient centricity
with agility
Re-evaluate customer experience
journeys with new HCP and
patient insights
Re-design digital transformation
beliefs and approaches of
customers and employees
How do we make up for lost
ground?
How should we respond in
unfolding situation?
Brand actions to matter right now:
DURING THE ACUTE PHASE OF OUTBREAK
ACTIVATECARE&OPTIMISEFUNNELMIX
SUSTAIN SHORT TERM
SALES BUT PATIENT
COMES FIRST
→ Prioritize key immediate and necessary
care services / products
→ Identify opportunities to create ‘shared
value’ programs across caregivers and
patients for common benefit
→ Optimise the channel mix and accelerate
your online shift to stay close to your
customers and partners
ENGAGE ALL CARE
STAKEHOLDERS
→ Leverage emotional needs and
requirements to design compassionate
empathetic experiences
→ Leverage social channels for open & real-
time response and communication
→ Put the care before the pills and
investigate new personalized and
convenient healthcare services
ACTIVATE YOUR PURPOSE
→ Do more, say less
→ Activate brand purpose to support hygiene
and virus containment efforts, and keep life
(and livelihoods) going
Brand actions to matter right now:
DURING THE POST-OUTBREAK RECOVERY
INTHERECOVERYPHASEMAKEUPFORLOSTGROUNDBYPRIMINGMOMENTUM&LEVERAGINGSHIFTS
PRIME FOR MOMENTUM
UPON REBOUND
→ Review portfolio value proposition and
identify key care products and services with
highest potential
→ Identify loyal customers, key opinion leaders,
care community leaders and best advocates
→ Approach healthcare start-ups and
platforms that matters to new consumer
behaviour to pre-empt future partnerships
INNOVATE AND RESHAPE
YOUR PORTFOLIO
→ Accelerate product and services innovation
and design new business models that may
serve new customer needs
→ Leverage health & wellness connection to
enhance your care offering
→ Revisit and prioritise DX transformation
goals, strategy, roadmap and accelerate your
patient centricity shift
SHIFT TOWARDS DIGITAL
CHANNELS & BEHAVIORS
→ Review Customer Engagement & Content
(CE&C) development & management plans
→ Address new needs and priorities across
digital content, digital services, care utility
and commerce
→ Leverage Martech and automation to
enable more personalised and contextual
creation and distribution of content in real-
time
Brand actions to matter right now:
DURING THE POST-OUTBREAK RECOVERY
TRANSFORMTO LEAD IN ACHANGED LANDSCAPE
BRAND
TRANSFORMATION
→ Leverage deep local insights
and new behaviors to
accelerate patient centricity
shift
→ Identify first-mover
opportunities to uniquely
differentiate products and
services
CRISIS &
SUSTAINABLE
TRANSFORMATION
→ Turn crisis-time CSR into
ongoing purposeful brand
engagement across all segments
→ Revisit Corporate Affairs strategy
and activation plans to continue
building momentum on purposeful
brand and organization positioning
CE & CX
TRANSFORMATION
→ Understand how to bring and
empathetic and compassionate
care across value-chain to drive
better customer experiences
→ Accelerate employee
experience transformation for
greater personalised engagement,
productivity and flexibility
DIGITAL
TRANSFORMATION
→ Accelerate shift to Mobile and
online based first business
Models
→ Identify opportunities to
accelerate digital innovation,
leveraging emerging
technologies for competitive
(and data) edge
We believe that post-pandemic consumers will notice a yawning
‘wellness gap’ - which we are quantifying for brands
This wellness movement represents a profound change in what we think of as ‘the good life’. Where we once
measured health and wellness as the absence of illness and disease, now we hold expectations of a more holistic life
where our physical, emotional and mental health are all satisfied. Staying indoors has lead more of us to assess our
personal wellness.
Ogilvy is currently quantifying the wellness gap for brands. We believe mapping the gap between wellness
expectations of brands and their delivery will provide unique insight into the unmet needs in key industry sectors.
• Snack foods (crisps/energy bars/non-alcoholic drinks/chocolate etc)
• Food (purchased at a supermarket, take-away or dining out)
• Skincare
• Airlines
• Hotels
• Financial services/banking and Cars (topline only)
Report due mid-June 2020
Questions?
THANKS
STAYWELL&HEALTHY.

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What's Next: Health & Wellness - Disruption & Adapting for the Rebound

  • 1. What’s Next: Powered by HEALTH & WELLNESS: DISRUPTION AND ADAPTING FOR THE REBOUND Beyond COVID-19
  • 2. PIERRE ROBINET Senior Consulting Partner, Asia Practice Lead, Health & Wellness Welcome MARION MCDONALD Global Practice Lead, Health & Wellness DAYOÁN DAUMONT Partner, EMEA Ogilvy Consulting
  • 3. Tell us where you are dialing in from! What’s the weather like in your city?
  • 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  • 5. Making brands matter in turbulent times: HEALTH & WELLNESS: DISRUPTION AND ADAPTING FOR THE REBOUND Beyond COVID-19 9 APRIL 2020
  • 6. Let’s face the fact - the Grim Reaper has arrived
  • 7.
  • 8. Investor interest in Chinese technology took off. It also triggered the digital home entertainment market as millions of people, confined to homes or dormitories, looked for distraction. It is seen as the point that led to Alibaba taking off as those millions, afraid to go outside, began to shop online. Recovery was also rapid and most Asian economies bounced back. Shares in Cathay Pacific Airways tumbled 30 per cent from December 2002 to April 2003 only to nearly double in the next year as populations proved keen to not only return to normal, but make up for lost time. Our learnings from the SARS crisis shows that we CAN and WILL bounce back During the nine-month outbreak, more than 8,000 cases of SARS were confirmed and 774 people died — 648 of them in Mainland China and Hong Kong. Initially the Chinese institutions were playing catch-up, but over time they came to terms with the challenge. The Chinese government has an unparalleled ability to marshal resources, and Chinese culture prizes stoicism and the ability to work through hardships. SARS was the tipping point for the internet as a mass medium in China as people looked to mobile phones and the web for information and updates about the outbreak. Shares in Sina, Sohu, and Net Ease soared.
  • 9. The public role for brands is increasing When CVS stopped selling cigarettes in 2015, they sent a message that they owned a piece of America’s healthcare. In the COVID-19 era, any brand claiming a stake in the healthcare system has a responsibility to adopt business practices that further the goal of keeping people healthy. - Lizanne Fontaine (RN), Chair of the Brooklyn Hospital Center “ ”
  • 10. 0. 0.5 0.9 1.4 1.8 2.3 Cut Maintain Increase Market share % point Changes in marketing spend (as % market size) *Source: Hillier, Tony: Successful competitive strategies for recession and recovery Research shows that crises punish the dithering and reward the committed Brands that get crisis response right are able to capture up to 3x more market share through a downturn, rebound faster and stronger when good times return, for lasting competitive gains
  • 11. While some wellness related industries are booming right now Vitamins Covid-19 has sparked a sudden spike in demand for vitamin C, vitamin D and zinc. In Singapore, NTUC FairPrice supermarkets reported 3 to 5 times growth in Vitamin C sales, the Philippines health department is buying vitamin C for school children to boost their immunity during Covid-19 and UK vitamin suppliers have reported sales tripling. Home Fitness Home workouts and fitness equipment are booming. Joe Wicks started his fitness business in UK in 2012. Last months he added 950,000 YouTube followers and has 2 UK TV networks vying to sign him. Sales of indoor fitness equipment, bicycles, dumbbells, yoga mats and skipping ropes have also seen a significant boost. Mental health goes mainstream Mid-pandemic, meditation apps such as Headspace (provided free to 1.2mill NHS health workers in UK) and Simple Habit opened up their memberships to non-paying customers. BP launched support to Mind in the UK. Mental health services and apps will form new partnerships to support the mainstreaming of this area.
  • 12. The impact on Pharma's commercial activities has been diverse and challenging Face to Face Calls have stopped amidst lock-downs and social distancing Reduction or pause in non-life threatening clinical trials Delicate management of supply chains with potential closing of manufacturing sites or lack of key API ingredient Potential delay in launches as regulatory inspections have paused
  • 13. The insurance industry is likely to shape up to the unfolding crisis Raise in importance of online technology and digital transformation With increasing online sales to 60%, AIA has activated a digital platform that allows its agency force to conduct online recruitment, training, financial review and after- sales services, as well as remote signature and one-time-password submission Increase in demand for health insurance Pandemic will accelerate the development of the insurance industry by further motivating demand for health insurance. This will help it to maintain a favorable trend in the long term, as it refocuses on protection function and strengthening supply-side reform of products and services Digital partnerships for health insurance Partnerships such as with telemedicine providers provide consumers access to value-added health services, thereby creating a new landscape that offers innovative services
  • 14. And the adoption of digital technologies is helping businesses to collaborate and succeed Virtual clinical trials at the comfort of patient’s home Engagements through doctor community platforms Acceleration of Tele-medicine providers To provide most relevant services Regulated countries such as France are accelerating and simplifying patient access to telemedicine Governments are setting aside reservations about the risks of such "couch consultations" to ease regulations • Germany has started relaxing rules on remote treatment • UK’s taxpayer-funded National Health Service has ordered 7,000 doctors’ offices across the country to conduct as many video and phone consultations as possible
  • 15. The individual is approaching life with gratitude and resilience Physical bonding between family has increased Drone Photography of families staying together during quarantine “I have realized how our mothers handle everything single- handed. Now the work is divided, it’s a big realization” New-found respect & gratitude for mothers PHYSICAL BENEFITS SOCIAL/ EXPERIENTIAL BENEFITS RESPONSIBLE/ POSITIVE IMPACT MENTAL/ EMOTIONAL BENEFITS Houseparty is now the #1 trending app in Google Play Movie-couching together Share your drawings and make new friends Playing well-known games on messaging apps with a bot that handles everything In-home fitness solutions soar Ring Fit Adventure, a game for the Nintendo Switch that promotes indoor exercise, ran out of stocks worldwide amid the current crisis Staying connected and distracted online
  • 16. And brands are already reacting to this Employees in companies like TikTok, Ogilvy appreciating each other with care packages ---- “This came in the morning, I feel so touched” PHYSICAL BENEFITS SOCIAL/ EXPERIENTIAL BENEFITS RESPONSIBLE/ POSITIVE IMPACT MENTAL/ EMOTIONAL BENEFITS Headspace partnered with Hyatt to unlock a free collection of meditations, sleep, and movement exercises for everyone A swimwear brand transforms its regular customer service channels into a free avenue that allows people to reach out if they need something to lift their mood Veeva is making Engage free to new clients to help promote remote meetings with healthcare professionals and to reduce the spread of the virus. Nike is giving its Nike Training Club Premium workouts free which provides studio style streaming workouts, progressive training programs and expert tips
  • 17. More than ever technology is helping individuals to better manage their health Better disease co-management Access to more communities Access to more telemedicine platforms Better monitoring of health due to better device connectivity TraceTogether in SG is now downloaded by more than 600K population within 5 days of launch Regular users of Natural Cycle can also now manage their COVID symptoms More using Talkspace’s virtual therapist solution to discuss issues affecting them Women are interacting with pediatricians and getting on demand care through telemedicine apps such as Heal Mobile cancer patient support platform in which patients can key in responses to medical treatments Migraine Buddy engaging users on Covid stories and migraine management Engaging in interactive 3D experiences through Spellbound AR app for educational purposes and improving the patient experience Facebook offering community support Google’s dedicated COVID-19 Information resources helps user to navigate with right information and also connects on shared activities
  • 18. → Work from Home Online Conferences Rise in tele-med services Proactive health monitoring No category is immune to online experiences Digital transformation is no longer just ‘nice to have’ Broadband is now an utility as important as electricity Impact on behaviour COVID-19 INFLUENCING BEHAVIOUR Technology in the forefront of change
  • 19. How we shape and support new behaviours in post-outbreak recovery RECOGNIZE AND AFFIRM NEW SOCIAL NORMS AROUND SAFETY New behaviours make us feel self-conscious, so it will help to illustrate the social consensus (homophily) of the new behaviour, eg. xx% of people like you are doing this too
  • 20. Brand challenges now. THINGS THAT ARE CURRENTLY ON OUR MINDS? How will the shift to tele- medicine platform services influencing our business model? How do we innovate to find new ways to integrate wellness into healthcare post pandemic? How do we deal with a public hospital crisis within a private environment? HOW DO WE KEEP OUR RELATIONSHIP WITH OUR DOCTOR GIVEN THE ABSENCE OF FACE TO FACE INTERACTIONS? HOW DO WE COMMUNICATE CHANGES IN STRATEGIC DECISIONS TO OUR DIFFERENT STAKEHOLDERS FROM PATIENTS, DOCTORS TO SHAREHOLDERS? HOW DO WE MANAGE OUR COMMERCIAL COSTS GIVEN THE UNCERTAINTY OF ROI OR BENEFITS? How do I highlight the value of my insurance program and benefits to customers?
  • 21. How to make your brand matter across all time horizons In time of crisis even more than in ‘normal’ times, a key challenge is to reconcile the distinct dynamics and requirements of different time horizons – winning in the now, while preparing for the medium-term, and transforming for longer-term growth in changing times. Ogilvy’s OS helps marketers manage their brand as a holistic and agile system – where every action, every experience builds the brand and business in interconnected ways. In times of crisis, the OS helps marketers prioritize actions to take in the heat of the outbreak, while looking ahead to ensure their brands are primed to take advantage of the recovery and ‘new normal’ beyond. MATTER LONG TERM (New Normal) MATTER MEDIUM TERM (Recovery phase) MATTER LONG TERM (Acute outbreak phase) How do we get on the front foor in a changed landscape? Re-focus on patient centricity with agility Re-evaluate customer experience journeys with new HCP and patient insights Re-design digital transformation beliefs and approaches of customers and employees How do we make up for lost ground? How should we respond in unfolding situation?
  • 22. Brand actions to matter right now: DURING THE ACUTE PHASE OF OUTBREAK ACTIVATECARE&OPTIMISEFUNNELMIX SUSTAIN SHORT TERM SALES BUT PATIENT COMES FIRST → Prioritize key immediate and necessary care services / products → Identify opportunities to create ‘shared value’ programs across caregivers and patients for common benefit → Optimise the channel mix and accelerate your online shift to stay close to your customers and partners ENGAGE ALL CARE STAKEHOLDERS → Leverage emotional needs and requirements to design compassionate empathetic experiences → Leverage social channels for open & real- time response and communication → Put the care before the pills and investigate new personalized and convenient healthcare services ACTIVATE YOUR PURPOSE → Do more, say less → Activate brand purpose to support hygiene and virus containment efforts, and keep life (and livelihoods) going
  • 23. Brand actions to matter right now: DURING THE POST-OUTBREAK RECOVERY INTHERECOVERYPHASEMAKEUPFORLOSTGROUNDBYPRIMINGMOMENTUM&LEVERAGINGSHIFTS PRIME FOR MOMENTUM UPON REBOUND → Review portfolio value proposition and identify key care products and services with highest potential → Identify loyal customers, key opinion leaders, care community leaders and best advocates → Approach healthcare start-ups and platforms that matters to new consumer behaviour to pre-empt future partnerships INNOVATE AND RESHAPE YOUR PORTFOLIO → Accelerate product and services innovation and design new business models that may serve new customer needs → Leverage health & wellness connection to enhance your care offering → Revisit and prioritise DX transformation goals, strategy, roadmap and accelerate your patient centricity shift SHIFT TOWARDS DIGITAL CHANNELS & BEHAVIORS → Review Customer Engagement & Content (CE&C) development & management plans → Address new needs and priorities across digital content, digital services, care utility and commerce → Leverage Martech and automation to enable more personalised and contextual creation and distribution of content in real- time
  • 24. Brand actions to matter right now: DURING THE POST-OUTBREAK RECOVERY TRANSFORMTO LEAD IN ACHANGED LANDSCAPE BRAND TRANSFORMATION → Leverage deep local insights and new behaviors to accelerate patient centricity shift → Identify first-mover opportunities to uniquely differentiate products and services CRISIS & SUSTAINABLE TRANSFORMATION → Turn crisis-time CSR into ongoing purposeful brand engagement across all segments → Revisit Corporate Affairs strategy and activation plans to continue building momentum on purposeful brand and organization positioning CE & CX TRANSFORMATION → Understand how to bring and empathetic and compassionate care across value-chain to drive better customer experiences → Accelerate employee experience transformation for greater personalised engagement, productivity and flexibility DIGITAL TRANSFORMATION → Accelerate shift to Mobile and online based first business Models → Identify opportunities to accelerate digital innovation, leveraging emerging technologies for competitive (and data) edge
  • 25. We believe that post-pandemic consumers will notice a yawning ‘wellness gap’ - which we are quantifying for brands This wellness movement represents a profound change in what we think of as ‘the good life’. Where we once measured health and wellness as the absence of illness and disease, now we hold expectations of a more holistic life where our physical, emotional and mental health are all satisfied. Staying indoors has lead more of us to assess our personal wellness. Ogilvy is currently quantifying the wellness gap for brands. We believe mapping the gap between wellness expectations of brands and their delivery will provide unique insight into the unmet needs in key industry sectors. • Snack foods (crisps/energy bars/non-alcoholic drinks/chocolate etc) • Food (purchased at a supermarket, take-away or dining out) • Skincare • Airlines • Hotels • Financial services/banking and Cars (topline only) Report due mid-June 2020