Presentation by Julien Dagher, European Marketing Director Hematology, Novartis Oncology More info: https://mhealthinsight.com/2016/09/08/join-us-at-digipharm-2016-conference/ Javier garcia

1. Future trends and innovations
in healthcare marketing
JULIEN DAGHER
Marketing Director Europe
Novartis Oncology

2. Agenda
1. What are the new trends in healthcare marketing
2. Where do our customers stand
3. What key opportunities lie ahead
4. What challenges to expect

3. 5 trends in Pharma marketing in 2016
• Patient journey starts online: 77% of online health seekers say they began at a search engine such as Google, Bing, or Yahoo. Another
13% say they began at a site that specializes in health information, like WebMD. Just 2% say they started their research at a more general
site like Wikipedia and an additional 1% say they started at a social network site such as Facebook.
• Mobile Friendly: 80% of local searches are conducted from mobile phones. In addition and 91% of Americans have a mobile device within
reach 24 hours a day. Hospital or physician group website can also be within their reach. Patients or their caregivers have no patience for
hard-to-use websites on their phone. The website is no longer a separate tool in your toolbox, it’s the live and dynamic center that all
marketing strategy should be designed around.
• Content Focus: Patients and caregivers really are not interested in propaganda about how great your organisation is, at least not initially in
their online search. They are seeking helpful educational information that will help them make informed decisions about what their next step
should be in consulting with a healthcare professional. 72% of internet users say they looked online for health information of one kind or
another within the past year. In fact the third most popular activity that people do online—right behind checking email and using a search
engine—is looking for answers to health questions. You should be curious as to where your potential patients are seeking information.
• Reputation Matters: word-of-mouth marketing is still important to healthcare audiences. The informal conversations among family, friends
and co-workers will continue to be an important driver of referrals. However online reviews of healthcare providers are even more important
(+68% YoY) 60% of patients use online patient reviews before selecting a physician.
• Make it Social: People like to be social, thus the reason social media platforms such as Facebook, Twitter, Pinterest etc. have experienced
such a rapid growth. Patients want to be in control of their decision making around their healthcare and seek advice from their social
network.
• Data analysis: Healthcare marketers have a wealth of data available to them that can help prove ROI. But gathering that data from different
sources and compiling it takes time.
In 2016, online marketing strategy is a must and we expect to see marketers focus on tools and solutions that let them spend
their time analysing data rather than gathering it

4. Consumers behaviour
According to Mashable the online resources most frequently
accessed for health related information are:
56% searched WebMD
31% Wikipedia
29% health magazine websites
17% Facebook
15% YouTube
13% a blog or multiple blogs
12% patient communities
6% Twitter
27% none of the above
It stands to reason then that there will be a continued demand for
educational content in the form of blogs, social media, white papers,
checklists, videos, podcasts and email that are designed to create a
personalised experience for the patient.
Developing a content strategy that touches the patient at the
right time, with the right information in the right channel will be a
key element of developing a relationship with potential new
patients.

5. Online Marketing Strategy
• When planning your 2017 marketing strategy
you need to incorporate a reputation
management plan consisting of online review
sites and social media to encourage reviews
from satisfied patients as well as a plan to
manage your online brand.
• As a result of the internet, you no longer have
full control of your brand. However, you can
manage how you guide people to interact with
your brand and how you respond to their
experiences.
• Your Marketing strategy needs to be
content focused, digital, mobile, and social

6. Content focused
• Patients today are extremely savvy about their healthcare
options. While learning about symptoms and diseases
used to require a trip to the library, now a simple online
search can yield huge amounts of information. People
seek information both before and after they make
appointments to see a healthcare provider.
• If you want your practice to be noticed, you must be
sure to provide the valuable content that your
prospective patients want – and in a way that will
ensure that your website appears at or near the top
of a list of search results.
• When patients look for information concerning their health,
they want information that will help them understand their
health concerns and treatment options. They want to
be educated and informed so they can make the best
possible choice for themselves or their loved ones.

7. It should be mobile
What the trend means is that you cannot ignore the importance of targeting mobile users.
Your website must be mobile-responsive, with content and options specifically geared
toward mobile customers.
Google favors websites that cater to mobile customers, and future Google updates are very likely to
double down on that approach.
Social media mobile usage is very high, too, and sites like Facebook have added options that make it
easy for providers to target mobile users.
One example is Facebook’s “Call Now” feature. Local advertisers have the option of choosing various
call to action buttons for their ads.

8. Make it Social
Social media has greatly impacted how health care
providers engage with patients online
In a recent study published in the Journal of General Internal
Medicine which compared how 4,800 U.S. hospitals rated on
Facebook's five-star scale with their 30-day readmission
rates--researchers found that the average Facebook rating
was higher for hospitals with lower-than-average readmission
rates, while hospitals with the highest readmission rates
received fewer stars from Facebook users.

9. Make it Social

10. Patients on Social media
Patients and caregivers use and rely on social media
for healthcare decisions, consider these statistics:
• More than 40% of consumers say that information found
via social media affects the way they deal with their health.
(Source:Mediabistro)
• 90% of people that responded to the survey from 18 to 24
years of age said they would trust medical information
shared by others on their social media networks. (Source:
Search Engine Watch)
• 41% of people said social media would affect their choice
of a specific doctor, hospital, or medical facility. (Source:
Demi & Cooper Advertising and DC Interactive Group)
• Parents are more likely to seek medical answers online,
22% use Facebook and 20% use YouTube. Of non-
parents, 14% use Facebook and 12% use YouTube to
search for health care related topics. (Source: Mashable)
• 40% of people polled said information found on social
media affects how they coped with a chronic condition,
their view of diet and exercise, and their selection of a
physician. (Source: HealthCare Finance News)

11. Patients on Social media
A study reviewed ways that social media are being used for clinical care and the potential implications that this has on ethics,
professionalism, and society.
As with all innovations and technological leaps forward, it is time to be mindful and reflective of our professional commitments while
discovering better ways to engage and care for our patients.
Katherine C. Chretien, and Terry Kind Circulation. 2013;127:1413-1421
Copyright © American Heart Association, Inc. All rights reserved.

12. Wearables & Connected devices

13. Who are the most important stakeholders
Payers in the US and physicians in EU5 are
identified as the most important stakeholder
In total more than 90% of physicians are
at least moderately aware of wearables
in healthcare

14. 39% of Millennials own a wearable device
55% of owners
wear device
everyday

15. 78% of owners are willing to share data with their
HCP

16. Wearables today and limitations
Wearable technologies need to move beyond simple data
monitoring and instead directly address causative behavioral
issues that focus on consumers' real needs.
Consumers abandon their wearable devices because of poor
user experience:
1. They are not durable
2. The battery life is too short
3. The feedback is not actionable
4. They make users feel lazy
Predictive analytics and gamification have the potential to drive
user engagement and lead the wearable market in the future.
Technological innovation is clustered around solutions that can
test EEG, stress, eye-movement and other emotion indicators.

17. What’s Next for Wearables?
Companies designing wearables have to go
beyond the product to build an ecosystem solution
for consumers that will
1. Foster accountability through rewards
2. Deliver evidence-based insights
3. Structured patterns or models to follow
4. Include curated rewards
To build the future wearable start with the
users
By identifying both what consumers are interested
in and where technological opportunities are will
lead to wearable products that will emotionally
connect with the user and lead to sustained user
engagement.
Technology trends

18. Big Data
• Big Data refers to data that, because of its size,
speed, or format (that is, its volume, velocity, or
variety) cannot be easily stored, manipulated or
analyzed with traditional methods, like
spreadsheets, relational databases, or common
statistical software. It won't fit into the rows and
columns of an Excel spreadsheet. It can't be
analyzed with conventional multiple regression,
and it probably won't fit on your normal
computer's hard drive anyhow.
• Big Data to several fields like data science,
statistics and programming, and a variety of
people and skills.
• It has been used in fields such as marketing and
scientific research and influences customer
services, like recommendation engines
• It certainly raises ethical issues
• Lack of reliable data could generate huge gaps

19. Big Data: ORACLE’s algorithm
ORACLE ENTERPRISE ARCHITECTURE WHITE PAPER
IMPROVING PHARACEUTICAL AND LIFE SCIENCES PERFORMANCE WITH BIG DATA

20. Big Data: ORACLE’s algorithm
ORACLE ENTERPRISE ARCHITECTURE WHITE PAPER
IMPROVING PHARACEUTICAL AND LIFE SCIENCES PERFORMANCE WITH BIG DATA

21. The pharmaceutical industry needs to
embrace the digital era
• Develop strategies that embrace this digital revolution; beyond the mere development of digital add-
ons to their current strategies
• Recognize that technology in itself is not the strategy, it is a facilitator, and its implementation is
dependent on human factors
• Understand that the scope of the changes required drives the need for significant organizational
transformation, with all that this implies internally
• Focus on talent and rapidly build digital skills within the organisation such that they become the norm
• Learn how to scale successes
• This process is a 3 - 7 years journey
• The landscape will evolve significantly during the process
• Place emphasis on the customer (providers and payers) and customer’s customer (patient)
• Incorporate cross-functional working and elimination of silos as key drivers
• Involve IT and regulatory/compliance colleagues from the start
• Learn from other heavy regulated industries such as financial services
• Collaborate with external partners to feed into this process: regulatory authorities, digital agencies,
patient advocates and hi-tech disruptors
• Ensure digital initiatives are appropriate for the healthcare sector in style and content and refrain from
“re-inventing the wheel” when prior solutions already exist

22. Three internal barriers to digital transformation
• Functional silos compete for scarce resources – cross-
functional teams with clear separation between disciplines and
brand teams. Siloed teams compete for funding and resources in a
company, especially in shared services groups like marketing and IT
• Functional silos and limited interoperability between systems
limit the flow and utility of data and our ability to uncover insights
• Continuing to focus on products not outcomes. As a
consequence of digital, customers can be segmented by their
behaviours (which will evolve over time) and we are able to drill
down in our segmentation way beyond traditional demographic
groupings.

23. Other challenges
• Healthcare pricing, delivery, and quality of care are top
concerns with consumers due to the changing tide of
healthcare reform.
• Healthcare consumers expect more and no longer want to be
bothered with self-serving promotional messages that invade
their space.
Taking the time to segment generational preferences will
be the foundation of a solid 2017 digital marketing
strategy that ensures a personalized message delivered in
the right channel at the right time will hit the mark for
obtaining brand recognition and loyal patients.

24. References
1. Customer Experience and Beyond: Why Digital Changes Everything - Key steps and potential hurdles
on the path to digital transformation - Eyeforpharma report 2016
2. Connected Patient Report:Insights into patient preferences on telemedicine, wearables and post-
discharge care - Salesforce research report 2016
3. Patient engagement strategies in a digital environment - Deloitte Review Issue 18 2016
4. European patient report - People Who - 2015
5. The Future of Wearable Technology - Signals analytics 2016
6. The road to digital success in pharma by David Champagne, Amy Hung, and Olivier Leclerc
(McKinsey.com)
7. Physician Perspectives on Wearable Health Technology - IMS Health Firstword report - August 2016
8. The seven marketing trends for 2016 - Percolate
9. Pew Research, blog.mktgessentials.com 2015

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