health care marketing research in the future: far from ... · health care marketing research in the...
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Health Care Marketing Research In The Future:
Far From Business As Usual
Richard Vanderveer CEO, GfK Healthcare
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Health Care Marketing Research Has Not
Fundamentally Changed In The Last Several Decades
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• Same Product/Competition Focus• Same Marketing Model (Advertising)• Same Research Methodologies
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But All That Is About To Change!
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The Practice Of Medicine Is Going To Be Fundamentally “Re-Thought” To Become…
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• More Effective• More Efficient
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Effective?
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50%
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It Is Currently Estimated That Only 50% Of Patients With Significant/Chronic
Conditions Are Optimally Managed
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Efficient?
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35%
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It Is Currently Estimated That 35% Of Every Health
Care Dollar Spent In The U.S. Is Wasted
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PWC Recommends “Reworking” Health Care
As It Is Currently Delivered
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Re-Order Treatment Around Collaboration• Allow Non-Physician Medical
Professionals More Prescribing And Other Privileges
• Establish More In-Store Clinics• Compensate Practitioners For Their
Time Treating Patients Over The Phone, Via The Internet, Etc.
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Simplify The System• Standardize Processes And
Procedures So That Patients Don’t Have To “Shop Around” For Best Deal
• Take Price Out Of The Health Care Decision Equation, E.g., Walmart Equi-Pricing Hundreds Of Generics For One Month Supply
• Reduce The Need For A “Health Care Concierge”
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Keep People Well
• Duh!• E.g., Japanese Have Instituted A Law
Mandating Employers Measure Their Employees’ Waists And Penalize Those Larger Than Standard
• Ensure That Employee Wellness Centers Are Well Utilized
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Make Interoperable Electronic Patient Records A Reality
• The Technology is Doable, Getting Adoption Is The Problem
• Standards Must Be Agreed Upon And Fixed
• Must Use Carrot-And-Stick Approach To Motivate Key Stakeholders, Rewarding Those Who Adopt The System And Penalizing Those Who Don’t
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Use Genes To Pick The Lock On Disease
• Far Greater Challenge Than The Other Efficiencies
• Can Increase Current Product Efficacy Substantially, And Significantly Reduce Cost, By Using Products Only On Genetically Appropriate Patients
• Significant Amounts Of Cooperative Research And Funding Required Here
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The Biggest Personalized Medicine Growth
Opportunity Between Now And 2020 Is In Information/
Information Technology
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• Not Just For Physicians, But For All Health Care Stakeholders
• Standardized Information Platforms
• For Information That Is “Pushed And Pulled”
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Thus, The New Role Of Health Care Marketing
Research Will…
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Focus Not On Promotional Preference,
But On Enhancing Health Care Effectiveness
And Efficiency…
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• Consumption• Needs• Design• Usability• (See Invivia.com for reference)
Study Health Care Information
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To Help Wrestle With Issues Such As…• Standardizing Treatment Protocols
By Patient Type• Enhancing Patient Persistence• Bringing Non-Physician
Stakeholders Up To Their Critical Knowledge Levels
• Etc.
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In Summary...
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We Are Entering A Brave New World Of Health Care
Marketing Research
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• Recognize It!• Make A Significant Contribution
To It!• Profit From It!• Enjoy It!
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Thank You For Your Time!