the power of patient focus in healthcare

THE POWER OF

Prof. Peter FiskGeniusWorks and IE Business School

Email: [email protected]: www.theGeniusWorks.com

PATIENT FOCUS

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Brands winning in a new world

Patient-centrichealthcare

Building brands for patients

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THE POWER OF PATIENT FOCUS

We live in an incredible time

Virtual world becomes real

Amazon’s bigger vision

$99 to profile your DNA

Driverless in Singapore

Tesla is now bigger than Ford

Unlimited executive jets

SpaceX redefines space travel

Xiaomi, the new AppleHyperloop redefines travel

The world’s biggest sports event

Magic Leap’s cinematic VR

Tectonic shifts

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EastSmall

WestBig

RelevantAverage

©PeterFisk2015

ImaginationCapabilityCollaborativeIndependent

DisruptingEvolving

©PeterFisk2015

ConsumerEmotional

Pull

BusinessRational

Push

©PeterFisk2015

Consumers in control

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New opportunities to grow

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Time to think bigger

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Think Tesla

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Think Nespresso

The Gamechangers

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Audacious ideas

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10 times not 10%

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es

1. 23 & Me2. Aravind3. Editas4. Genentech5. Intuitive Surgical6. Narayana Hosp7. Organova8. PatientsLikeMe9. Scanadu10. Second Sight

1. Amazon2. Aussie Farmers3. Etsy4. Farfetch5. Le Pain Quotidien6. Pinterest7. Positive Luxury8. Rackuten Ichiba9. Trader Joe’s10. Zappos

1. Apple2. Beauty’in3. DJI4. Go Pro5. Lego6. Method7. Natura8. Nike+9. Oculus Rift10. Renova

1. Alibaba2. ARM3. Bharti Airtel4. GE5. Google X6. OneWeb7. Raspberry Pi8. Samsung9. Slack10. Xiaomi

1. Aeromobil2. Air Asia3. Airbnb4. CitizenM5. Emirates6. Kulula7. RedBus8. Uber9. Virgin Galactic10. Zipcars

1. 3DHubs2. Corning3. DP World4. Dyson5. Embraer6. Local Motors7. Space X8. Syngenta9. Tata10. Tesla

1. Brewdog2. GrameenDanone3. Graze4. Juan Valdez 5. LA Organic6. Moa Beer7. Modern Meadow8. Nespresso9. Yeni Reki10. Zespri

1. Ashmei2. 1Atelier3. Desigual4. Jonny Cupcake5. Inditex6. Patagonia7. Rapha8. Shang Xai9. Threadless10. Tom’s

1. Aspiration2. Fidor3. First National4. Moven5. M-Pesa6. Robinhood7. Square8. TransferWise9. Umpqau10. Zidisha

1. Al Jazeera2. Buzzfeed3. Netflix4. Pledge Music5. Red Bull6. RiotGames7. Snap8. Ushahida9. ViceMedia10. WeChat

futureproduct futurefashion futurefood

futurehealth futuretech futuremakersfuturebank

futuretravel

ThiN/S American brands European brands African/Arab brands Asia/Pacific brands

futuremedia

1. Ashoka2. AzuriTech3. Graal Bio4. IBM Watson5. IDEO6. Kickstarter7. Li & Fung8. Live Nation9. Salesforce10. Y Combinator

1. Bitcoin2. Bhutan3. City FC4. The Elders5. FanDuel6. ParkRun7. Michelle Phen8. Planetary Res9. Udacity10. You

futureservice futurebrands

© Peter Fisk [email protected]

www.theGeniusWorks.com

futurestore

High growth companies shaking up every market

audacious

intelligent

networked

collaborative

Change

Whyenabling



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Think healthcare

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Pharma used to be aboutdrugs

Pharma Patient

Hospitals

Insurers

Physicians

Government

Pharma 1.0

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Epocrates

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Second Sight

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Organova

Power shift topatients

Pharma Patient

Academia Deliverers

Biotech Medtech

Hospitals

Insurers

Physicians

Government

Pharma 2.0

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Voxiva

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Zecuity

© Peter Fisk 2015More details in the new “Gamechangers” book +genius

First Warning

New world ofwellness

Pharma Patient

Academia

Biotech Medtech

Hospitals

Insurers

Retailers

Tech

Wellbeing

Food

Employers

Physicians

Governments

Deliverers

Pharma 3.0

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Google Lifeware

Catapult … better performance

Catapult … the new sports coach

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Novo Nordisk

Patient

I choose treatments based on outcomes I trust

brands relevant to

me

Influenced by friends and others

like meI shop

around for quality and

lifetime costs

I monitor my health, control my

care

I own my data, my

budget andwellbeing

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Patient-centric




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Brand power

$11bn value $70m profit

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CustomerBusiness

Think different

“To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference."

“To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).”

“We add sparkle to people's everyday lives."

Brand concept

Brands are not just about Brands today are more aboutImage Aspiration

Promise ExperienceDifference Relevance

Values SpiritConsistent CoherenceAwareness Participation

Personal SharedEngaging Enabling

Like LoveRelationship Movement

7 practical steps to win withpatient-centric brands


CustomerBusiness

Rethink purpose


PatientPharma

From sickness to health

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Being the customer

Harley Owners Group


Rethink brands


How to live a better life

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What does Airbnb mean?


Rethink propositions

Segment

Motivation

Key benefit

Value proposition

Segment

Motivation

Key benefit

Value proposition

Segment

Motivation

Key benefit

Value proposition


Segment

Motivation

Key benefit

Value proposition

Segment

Motivation

Key benefit

Value proposition

Segment

Motivation

Key benefit

Value proposition

Therapies to Motivations

© Peter Fisk 2015More details in the new “Gamechangers” book

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Rethink business modelsMake and distribute

business model

eg CocaCola

Microsoft

Spectrum retail

business model

eg Amazon

Marks & Spencer

Make and sell direct

business model

eg BMW, HSBC

Niche retail

business model

eg ToysRUs, Wiggle

License to make

business model

eg ARM, Ed Hardy

Curated retail

business model

eg Fab,

Positive Luxury

Membership club

business model

eg Costco,

Quintessentially

Crowdfunded ventures

business model

eg Kickstarter,

Zidisha

Opensourced

community

business model

eg RedHat, MySQL

Subscription payment

business model

eg FT.com, Graze

Buyer and seller

marketplace

business model

eg Etsy, NYSE

Micro payments

business model

eg Flattr

Grameen Danone

Collaborative

consumption

business model

eg Buzzcar, Regus

Regular Replacement

business model

eg Gillette,

Nespresso

Branded Consortia

business model

eg Cisco, Spar

Advertising or

Sponsorship

business model

eg Google,

Metro Newspapers

Listed or Promoted

business model

eg Monster Linkedin

Network builders

business model

eg Hotmail, Twitter

Demand then Made

business model

eg ZaoZao,

Threadless

Auction retail

business model

eg eBay, Sotheby

Knowledge and time

business model

eg McKinsey, Harvard

Franchised retail

business model

eg McDonalds,

Subway

Certification and

endorsement

business model

eg ISO, Verisign

Remainder retail

business model

Eg Saks,

Vente Privee

Multulevel

marketing

business model

eg Tupperware,

Natura

Group buying

business model

eg Groupon,

Huddlebuy

Reverse auction

business model

eg Priceline

Freemarkets

Shared rental

business model

eg Zilok, Hilton

Tradeable currency

business model

eg Bitcoin Air Miles

Freemium pay within

business model

eg Angry Bird,

Coursera

Transaction facilitator

business model

eg Paypal, Visa

Pay as you go

business model

eg AzuriTech

Techshop

Dynamic pricing

business model

eg Expedia, Uber

Reputation builders

business model

eg Tripadvisor,

PaywithaTweet

Customer data

business model

eg Facebook,

23andMe

Non-profit business

business model

eg Oxfam Wikipedia

Maker models Channel models Crowd models Payment models Exchange models Asset models


Drug sales to positive impactMake and distribute

business model

eg CocaCola

Microsoft

Spectrum retail

business model

eg Amazon

Marks & Spencer

Make and sell direct

business model

eg BMW, HSBC

Niche retail

business model

eg ToysRUs, Wiggle

License to make

business model

eg ARM, Ed Hardy

Curated retail

business model

eg Fab,

Positive Luxury

Membership club

business model

eg Costco,

Quintessentially

Crowdfunded ventures

business model

eg Kickstarter,

Zidisha

Opensourced

community

business model

eg RedHat, MySQL

Subscription payment

business model

eg FT.com, Graze

Buyer and seller

marketplace

business model

eg Etsy, NYSE

Micro payments

business model

eg Flattr

Grameen Danone

Collaborative

consumption

business model

eg Buzzcar, Regus

Regular Replacement

business model

eg Gillette,

Nespresso

Branded Consortia

business model

eg Cisco, Spar

Advertising or

Sponsorship

business model

eg Google,

Metro Newspapers

Listed or Promoted

business model

eg Monster Linkedin

Network builders

business model

eg Hotmail, Twitter

Demand then Made

business model

eg ZaoZao,

Threadless

Auction retail

business model

eg eBay, Sotheby

Knowledge and time

business model

eg McKinsey, Harvard

Franchised retail

business model

eg McDonalds,

Subway

Certification and

endorsement

business model

eg ISO, Verisign

Remainder retail

business model

Eg Saks,

Vente Privee

Multulevel

marketing

business model

eg Tupperware,

Natura

Group buying

business model

eg Groupon,

Huddlebuy

Reverse auction

business model

eg Priceline

Freemarkets

Shared rental

business model

eg Zilok, Hilton

Tradeable currency

business model

eg Bitcoin Air Miles

Freemium pay within

business model

eg Angry Bird,

Coursera

Transaction facilitator

business model

eg Paypal, Visa

Pay as you go

business model

eg AzuriTech

Techshop

Dynamic pricing

business model

eg Expedia, Uber

Reputation builders

business model

eg Tripadvisor,

PaywithaTweet

Customer data

business model

eg Facebook,

23andMe

Non-profit business

business model

eg Oxfam Wikipedia

Maker models Channel models Crowd models Payment models Exchange models Asset models

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Dollar Shave Club

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Engaging in their world

Nestle’s big data marketing


Rethink experiences


Living a better life

Red Bull


Rethink relationships


Living a better life together

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Rapha … Cycle Clubs




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What will you do?

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How will your patients be winners?

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Be BoldBe Brave

Be Brilliant

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Strategy and innovation, brands and marketingInspiring keynote speakingExpert strategic consultingPractical executive development

Email: [email protected]: +44 (0)78344 83830Website: www.theGeniusWorks.comTwitter: @GeniusWorksLinked-in: www.linkedin.com/in/geniusworks

New book, just published: www.Gamechangers.proPrevious books include: www.CreativeGeniusLive.comDownload presentations: www.slideshare.net/geniusworksWatch videos: www.youtube.com/thegeniuswork