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

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A Prescription for Effective Marketing

Aligning HCPs with the Patient Experience

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@MarilynECox

Marilyn.e.cox@oracle.com

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

WWE

@KQJunio

Kristy.Junio@oracle.com

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

dance

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Tweetable Takeaway #1

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

Adjust your strategy to focus on the patient journey.

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Tweetable Takeaway #2

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

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

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Tweetable Takeaway #3

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

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

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Tweetable Takeaway #4

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

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Tweetable Takeaway #5

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

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Tweetable Takeaway #6

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

HCPs and pharma must align.

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Tweetable Takeaway #7

Educate the entire treatment team on safety and technology.

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

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Tweetable Takeaway #8

Shift from marketing your brand and drug.

Connect patients and caregivers with information that helps and heals.

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Tweetable Takeaway #9

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

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Tweetable Takeaway #10

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

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Tweetable Takeaway #11

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

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The Patient Journey Could Be Like This….

Need / Intent1

Research2

Targeted Engagement

3

Customer Service

6

Recommend

8

PatientOutreach7

5 Purchase/Enroll

PersonalizedRecommendation

4

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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!

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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

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The Compliance Struggle

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The need to deliver timely and highly personalized engagement

at scale

Strict compliance adherence and the need to protect patient health

informationVS

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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