a prescription for effective marketing; aligning hcps with the patient experience

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted

A Prescription for Effective Marketing

Aligning HCPs with the Patient Experience

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 2

@MarilynECox

[email protected]

If I couldn’t be a Modern Marketer, I would be a professional wrestler with the

WWE

@KQJunio

[email protected]

If I couldn’t be a Modern Marketer, I’d spend my days teaching people how to

dance

mailto:[email protected]


Tweetable Takeaway #1

85% agree that patient-centricity is the best route to future profitability.

Adjust your strategy to focus on the patient journey.



Each patient is unique in how their condition changes over time.

Communicate the right information @ the right stage of disease progression.



Ensure your key message meets the needs of the patients at each specific point in their disease progression.



Provide support for both the healthcare team and patients from diagnosis to ongoing management.



A strong inbound strategy is necessary to drive engagement with patients, and cannot occur alone.

HCPs and pharma must align.



Educate the entire treatment team on safety and technology.

Work with these HCPs to deliver the content required for patient support.



Shift from marketing your brand and drug.

Connect patients and caregivers with information that helps and heals.



Provide how-to videos, content published by patients, expectations around lifestyle adjustment, healthy tips & advice for staying productive



Develop healthy living communications that educate on proper diet, exercise and medication consumption.



Leverage online use medical apps to collect insight to better service your audience and drive the direction of content creation.

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 14

The Patient Journey Could Be Like This….

Need / Intent1

Research2

Targeted Engagement

3

Customer Service

6

Recommend

8

PatientOutreach7

5 Purchase/Enroll

PersonalizedRecommendation

4

Oracle Confidential – Restricted

Hi! My name is Julie. It looks like you are interested in learning more about Zonal. How can I help you?

@drfsmith Feeling good on my new regimen. Thanks the great patient care!


What Makes a Great Patient JourneyIt’s All The Little Things That Count

Know and Connect With Your Patients

Engage & Deliver Seamless, Value Oriented, Consistent Experiences

Provide a Need/Goal Based Individualized Experience

1

2

3

• Detect intent and engage pro-actively• Personalize communications and deliver needs based

solution recommendations• Engage seamlessly across channels to fulfill the patient

requirements/needs

• Pro-active on-line assistance, needs based, guided recommendations

• Connect patients to the right recommendations at the right time

• Self Service wellness recommendations and product

updates.• Impactful engagement and recommendations• Consultative solution modeling to deliver a compelling offer

to expand the relationship



The Compliance Struggle


The need to deliver timely and highly personalized engagement

at scale

Strict compliance adherence and the need to protect patient health

informationVS

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 17Oracle Confidential – Restricted

EMAIL MOBILE SOCIAL WEB COMMERCE SALES DISPLAY PAID SOCIAL SEARCH

• APIs• Enterprise Integrations• App Marketplace

Open PlatformPull together marketing apps, data and media

CollaborationDevelop streamlined processes for marketing teams• Asset sharing• Data sharing• Cross team collaboration• External collaboration• Workflow & Approvals

Data & SegmentationIdentify and target audiences individually

• Contact profiles• Custom data• Behavioral data• Personas

• Segmentation• Audience Data Marketplace• Intent and Interest Data• ePHI Protection

Reporting, Analytics & Predictive IntelligenceAttribute revenue for marketing• Campaign reporting• Content reporting• Revenue Attribution and

transaction reporting• Look-a-like• Lead scoring• Audience analytics

EnterpriseA platform that marketers love, but IT trusts

• User management and roles• Sandboxes• HA/DR• Globalization

ContentEngage customers personally

• Personalization• Message editors• Content marketing• Asset management

Cross-Channel Orchestration & Campaign Management Create consistent experience

• Campaigns and programs• Landing Pages and Forms• Real time response• Audience Injection • Secure delivery portal

a prescription for effective marketing; aligning hcps with the patient experience

Marketing

oracle andor

tweetable takeaway

patient support

patient centricity

right information

patient journey

condition changes

modern marketer