Digital trends and implications for Australian healthcare marketers
February 23rd,2016
Stan BilinskiMulti Channel Marketing ConsultantNew Age [email protected] 700 755
Some slides created by WiTHCollective digital agency based in Sydneywww.withcollective.com
Plenty of examples of organizations ignoring digital trends
Kodak ignored digital
imagery to focus on the
film business – leaving
the door open for
competitors.
Borders ignored online
shopping trends and
continued to invest in bricks
and mortar stores instead of
ecommerce.
Until 2 year ago Sony was a
leader. But lack of
innovation and vested
interest in many categories
weakened the brand.
Uber have turned Taxi industries
the world over upside down. Uber
provides a service lead experience
to the user, resulting in more
control and a more personalised
experience.
Airbnb gave users access to a
new type of accommodation,
again with an experience lead
service layer, taking users away
from traditional online hotel
booking sites.
iTunes revolutionised the music
industry with software and devices.
Creating a new way to consume
digital music, a trend the music
industry was fighting against.
1 - http://people.bu.edu/zg/publications/airbnb.pdf
Pharma has been one of the slowest industries to fully adopt digital marketing-it’s now adopting digital at a much slower rate than what customers are!
How are Australian
consumers behaving
differently online
70% of
consumers expect
a personalised
experience with a
brand they
interact with3.
Seamless
experience
across any
device and on /
offline at anytime.
In 2015, 90% of
users will have a
smart phone1.
One in every four
Australians will
own a tablet
computer2.
CONSUMER EXPECTATIONS
Consumers
expect an
immediate
response from
brands and
quickly move on if
there’s a delay or
they aren’t
satisfied with the
response.1. https://www.telsyte.com.au/?page_id=706
2. http://admablog.com/2011/10/24/2015-marketing-predictions-adapt-to-the-digital-future/
3. http://www.agilone.com/wp-content/uploads/2014/11/AgilOne-Consumer-Survey-Report.pdf
In 2014 – consumers
used the internet more
on their mobiles than
their desktop, shifting
the way we need to
engage consumers2
M-commerce –
Australians spent $22
billion in 2014, and it’s
expected to reach $54
billion by 20191
87% of Australians
own a smart phone
(19% up on 2012)1
Mobile is now consumers primary channel
1- http://www.rustreport.com.au/issues/latestissue/australia%E2%80%99s-mobile-commerce-market-hits-22-billion-in-2014-frost-and-
sullivan/
2 - http://searchenginewatch.com/sew/opinion/2353616/mobile-now-exceeds-pc-the-biggest-shift-since-the-internet-began#
CONSUMERS AND THEIR HEALTH
19% of smartphone
owners have at least one
health app on their
phone.1 Exercise, diet, and
weight apps are the most
popular types.
30% of adults are likely
to share information
about their health on
social media sites with
other patients3.
Over 28% of patients seek
health information online2.
1 - http://www.pewinternet.org/fact-sheets/health-fact-sheet/
2 - http://www.racgp.org.au/afp/2014/december/patient-use-of-the-internet-for-health-information/
3 - https://getreferralmd.com/2013/09/healthcare-social-media-statistics/
WHAT ARE CONSUMERS SEARCHING FOR
1 in 20 of all Google searches are related to health1
1 - http://www.digitaltrends.com/web/google-to-start-highlighting-health-information-in-search-results/
Patient centricity is a concept talked a lot about but few Pharma companies are doing much about it
Health Care
professionals (Doctors,
Specialists, nurses,
Pharmacists)
DOCTORS ARE USING TECHNOLOGY TO BETTER CARE FOR PATIENTS1
1 - http://www.racgp.org.au/afp/2014/december/technology-in-practice-%E2%80%93-gp-computer-use-by-age/
DOCTORS ARE USING TECHNOLOGY TO BETTER CARE
60% The national e-health
transformation authority
(nehta) is helping create a
connected health system that
interweaves all health records
helping provide easier access
to information and services.
of GPs now have
access to the internet
in their consult
rooms1
of doctors say social
media helps improve the
quality of care delivered
to patients through better
communication and
service1
1 - http://www.racgp.org.au/afp/2014/december/technology-in-practice-%E2%80%93-gp-computer-use-by-age/
95%
0
10
20
30
40
50
60
70
80
90
100
2010 2011 2012 2013 2014
SEAMLESS ELECTRONIC HEALTHCARE
• Electronic scripts (ERX) are paving the way for integrated health solutions
• Since launching in 2009 penetration of ERX has radically increased
72% of Doctors
have issued e-scripts
87% of Pharmacies have used or fulfilled
an ERX script
http://issuu.com/erxscriptexchange/docs/erx_report_2014_v0711?utm_source=conversion_success&utm_campaign=Transactional&utm_medium=email
SEAMLESS ELECTRONIC HEALTHCARE
• Over 783 million e-prescriptions have been issued since 2009
• ERX growth was 14% between 2013 and 2014
0
50
100
150
200
250
2009 2010 2011 2012 2013 2014
Sept 2014 –22 Million e-scripts per
month
Mill
ion
pre
scrip
tio
ns
http://issuu.com/erxscriptexchange/docs/erx_report_2014_v0711?utm_source=conversion_success&utm_campaign=Transactional&utm_medium=email
Doctors are increasingly using digital to communicate with
their peers and patients, Pharma brands should be
doing same with the Doctors
EXPERIENCE IS THE
NEW PRODUCTUBER users pay a 30% higher fare to
receive more convenience, better service
and a more reliable ride.
Airbnb gives users access to over 1.5
million properties around the globe. With
over 40 million guests Airbnb is now the
new holiday accommodation site of
choice for many millions of travellers.
EXPERIENCE IS THE PREMIUM
Facebook the
world’s most
popular media
owner creates no
content.
Uber, the world’s
largest taxi
company owns no
vehicles.
Alibaba, the most
valuable retailer
has no inventory.
In 2015…
And, Airbnb the
world’s largest
accommodation
provider owns no
real estate.
Tech Crunch – The Battle is for the Customer Interface. Tom Goodwin, Mar 2015.
Customer portals should focus first on experience and quality customer centric content second…product information next
RISE IN DATA UTILISATION / PERSONALISATION
• The new ‘P’ in the marketing mix is Personalisation.
• Consumers want personalisation. 22% of consumers happy to share some data to receive a more personalisedexperience and 1 in 5 consumers prepared to pay an additional 20% for it.1
• Benchmarks indicate that personalised experiences are likely to increase ROI by 10-25% for pharmaceutical companies2.
1 - http://www2.deloitte.com/uk/en/pages/consumer-business/articles/made-to-order-the-rise-of-mass-personalisation.html
2 – Furey, D. Why personalization matters for pharma brands, April 2015. Accessible through Warc.
A PERSONALISED WEB EXPERIENCE
Personalisation creates a dynamic experience based on a visitor’s previous experience (declared or undeclared). It includes changes to content and even content formats:
• Amazon customises content on its homepage based on products you’ve viewed in the past.
• Netflix prioritises content on their homepage based on previous history, genres and ratings.
WEARABLES / CONNECTIVITY
Wearables have seen unprecedented growth in 2015
• 72.1 million wearable devices are expected to be shipped in 20151.
• Up 173% on 2014, expected to reach 155 million by 20191.
1 - http://www.wildacre.com.au/component/filecabinet/?task=download&fid=187
SELF SERVICE
• Customers and companies both benefit from the rise in self service.
• It enables customers to easily find the information right for them, when it suits and companies to reduce costs.
• Gartner predicts that by 2020, customers will manage 85% of the relationship with an enterprise without even interacting with a human.1
• Live chat has become a core staple of the new customer service / self service model.
• Live chat has the highest customer satisfaction levels of any direct contact channel2.
1 - https://fonolo.com/blog/2015/02/whitepaper-10-growing-customer-service-trends-for-2015/
2- http://www.bandt.com.au/media/want-happy-customers-live-chat-is-the-way-forward-says-new-report
25
Pharmaceutical trends
CUSTOMER CENTRICTY
"We talk about customer-centricity and customer focus, yet you look at our organisationalstructures and we're still organised largely around products. I'm not saying we should do away with that structure, but we need balance.
Craig DeLarge, global leader/multichannel marketing strategy and innovation at Merck
WHY PHARMA COMPANIES NEED TO PROVIDE BETTER SERVICE
• For so many years the focus for Pharmaceutical companies has
been the product and channel, but not the customer
• But as we see more drugs go ‘Off patent’
• The differentiation opportunity exists in service or experience – which many are now
calling ‘Pill-Plus service’
KEY TRENDS IN PILLS PLUS
• US research has shown that healthcare providers want pharma manufacturers to:
• Help boost patient adherence to medication.
• Ally with them in determining how best to save and share data.
PILLs PLUS EXAMPLES
For Chlorestroel management, AstraZeneca set out to build patient medication compliance
• They created the Vein Guy app, to build gamifationinto a patients treatment
• With 25,000 customisable appearance options
• User can pick their preferred vein guy alert time
• Users then rate each vein guy tip they receive with future tips customised to their feedback
Sanofi-Aventis created the ‘Get well kit’
• A pill phone case together with an app that
allows users to track medications and
dosage
• Users can set alerts for each medication
• And use packaging QR codes to sync
medication information
WHO’S LEADING THE WAYTechnology companies are racing to capture the market
In 2014 Verizon introduced
telemedicine for cheaper,
quicker access to doctors for
non-urgent medical care.
http://fortune.Com/2014/06/25/verizon-virtual-visits/
Telstra’s ehealth division
expects to be one of
company’s top revenue
generators within five
years.
Medibank Private is
investing in virtual tools to
improve its offering and
member’s dependency on
services.
Apple health enables health
tracking through your phone
and other devices and
medical id allow you to store
critical information about
medical conditions.
THE CHANGING FACE OF HEALTHCARE
http://www.forbes.com/sites/ciocentral/2014/04/03/virtual-health-care-visits-will-revolutionize-the-industry-if-we-let-it/
http://blog.callcarenet.com/telehealth-growth-skyrocketing-video-consultations-to-exceed-130-million
Doctor-patient video consultations will nearly triple from 5.7million in
2014 to over 16 million in 2015 and will exceed 130 million in 2018.
2013 =
< $100 million
2018 =
$13.7 billion
22 million US household (almost 17%) will use virtual care by 2018 with a predicted 6 consults per annum
17% uptake in
Australia = 3.19
million pop.
THE CHANGING FACE OF HEALTHCARE
In the Kaiser Permanente Northern California (KPNC) health service –they have approved 3.5 million members and 8,000 physicians
By 2016 KPNC
expects that email,
telephone and video
encounters will exceed
in person visits.
2008
4.1 million virtual visits
2013
10.5 million virtual visits
http://healthcarinformatics.com
HEALTH SEARCH RESULTS
Google has started to highlight approved health information in search results in the US
Helping users better navigate and view content with confidence
http://www.digitaltrends.com/web/google-to-start-highlighting-health-information-in-search-results/
DEVICES2014/15 has brought a new wave of medical devices, changing the way consumers interact with their health
TEMPTRAQ
Is a BandAid like sticker that
wirelessly monitors your
child’s temperature, sending
notifications to your mobile
device.
SCANAFLO HOME URINE TESTING KIT A home urine testing kit which guides users through the process with a smartphone app, performing a urinalysis and providing the results direct to your doctor.
SCANADU SCOUT
A scanner packed with
sensors that captures and
provides valuable data, such
as temperature, blood
pressure and heart rate. You
can share with your doctor or
others.
CUE MEDICAL DIAGNOSTICSA device that allows users to run medical diagnostics from the comfort of their own home. It tests for five key health indicators; inflammation, vitamin D, fertility, influenza and testosterone.
LIVE CHAT
• Live chat isn’t new, but the capabilities of the platform have progressed significantly.
• Tools such as LivePerson can identify site users most in need of a chat and trigger a targeted invitation.
• Provide other targeting options, with content and ad units to guide consumers on a journey.
NEW CUSTOMER CHANNELS
• What’s App (the world’s largest messaging platform – 800million active monthly users)announced in May 2015 that it was exploring Business to consumer messaging – this could revolutionise customer service
http://www.businessinsider.com.au/whatsapp-passes-800-million-monthly-active-users-2015-4
BEACONS
• Beacons are revolutionisinggeo-targeted communication
• You can set their range and then change messaging on the fly
• It’s estimated there will be 4.5 million active beacons in the US by 2018
• Big opportunity for targeted messaging in pharmacy & wating rooms
http://www.businessinsider.com.au/beacons-are-the-most-important-new-retail-tech-2014-7
IN SUMMARY
• To stay ahead of the competition – service and experience need be core differentiators
• Being relevant & personalised to all audiences is crucial in the ever changing technological landscape
• There are many new channels available, first we mustto focus on the needs of the consumer to define the best
approach
Who am I?
• Marketing professional with more than 17 years experience driving multi channel and digital marketing communication strategies with leading global organisations such as Pfizer, Allergan, Johnson and Johnson, Ciba Vision and LG. Extensive experience driving digital transformation with large complex organisations as well as medical practices.
What do colleagues say about me?