sxsw 2017 takeaways: why aren't we shopping for healthcare

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Takeaways From SXSW 2017: Why Arent We Shopping for HealthcareAustin WeiMarch 2017OCHWW @ SXSW

Why arent we shopping for healthcare?What is the current landscape of healthcare?Healthcare is the largest personal finance issue currently affecting this countryAn expensive bill can be, in some instances, as devastating as a bad diagnosisHealthcare is the largest type of search on GoogleNo. 1 reason for lack of adherence is costHealthcare is something we spend most on in our lifetime and can be in some instances more than our mortgageYou make these once-in-a-lifetime purchases and will never have to make them again (eg, ACL reconstruction) so you are always a first-time buyer Without proper guidance and oversight from the government, people are at a loss as to how to guide their decision making

Sunita Desai - HarvardDavid Vivero - aminoNoah Lang - Stride HealthSivakami Sambasivam - GoodRx

Why arent we shopping for healthcare?

Why has it taken so long for the internet to transform the healthcare shopping experience?Current solutions need to evolve to be more user-friendlyEarly adopters have never been the ones to solve the problem. Facebook was not the first social network, and Google was not the first search engineTiming is important, and being present and top of mind at the decision point when choices are being made is essentialPrivacy due to the stigma of being sick is holding us back. People are unwilling to share their experiences due to the fear of how they will be perceived as someone who is sick

Sunita Desai - HarvardDavid Vivero - aminoNoah Lang - Stride HealthSivakami Sambasivam - GoodRx

Why arent we shopping for healthcare?What is the underlying problem?The health system is broken. It is a disconnected and fragmented experience that requires innovation and a solution that puts the patient first. The end user, the patient, needs a reliable and trustworthy way to navigate the experience that is based on more than just a singular recommendation rooted in nothing more than a one-off personal experience.

We are reaching a breaking point where deductibles are high enough that people are beginning to realize they need a better shopping experience when it comes to healthcare.Sunita Desai - HarvardDavid Vivero - aminoNoah Lang - Stride HealthSivakami Sambasivam - GoodRx

Why arent we shopping for healthcare?What are the potential solutions?Third-party services (Amino, Stride, GoodRx) are racing to fill the gaps using learnings from earlier failures in the market and big data to help build consumer confidence and help drive down costsWe must meet patients where they are by understanding the journey, leveraging the physician as an advocate, and partnering with employers at the time when decisions are being madeQuality matters in search when your audience is engaged. Understand the patient and where they are on their journey to properly address their needsWe need to create an underlying infrastructure that connects these fragmented systems into a larger singular system (ie, the Interstate)

Sunita Desai - HarvardDavid Vivero - aminoNoah Lang - Stride HealthSivakami Sambasivam - GoodRx

Why arent we shopping for healthcare?But what can WE do?Pharmaceutical companies can help fill the gaps in the patient experience as well by understanding the patient journey and providing relevant information when neededHelp to connect people who get diagnosed to people and resources who can guide them through the journey aheadWork to reduce the stigma of being sick so that people will feel comfortable sharing their experiences in healthcare and help guide othersUltimately we need to keep the focus on the patient experience and start with empathy, and have the patience to follow through in our partnershipSunita Desai - HarvardDavid Vivero - aminoNoah Lang - Stride HealthSivakami Sambasivam - GoodRx

THANK YOU

To continue the conversation, Please reach out to: austin.wei@ogilvy.com