How pharma and healthcare brands can improve their customer experience

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The SVP and Managing Director of Jack’s Chicago office, Matt Pensinger, presented at Lions Health 2015 with Katie Bang from Eli Lilly and Company about improving the customer experience for patients: There is growing recognition amongst healthcare brands that understanding the full patient journey is essential for success in today’s healthcare environment. The sheer extent of this both physical and emotional journey, from awareness through to treatment and adherence, opens the patient to many potential experience gaps between their expectations and reality that can lead to frustration, disillusionment and even dropping the prescribed treatment. So, healthcare companies must understand this journey if they are to improve the customer experience – and offer necessary patient support that extends far beyond a given medication. Being truly effective requires that the entire organisation (from science through to sales) understands the patient journey in order to meet patient needs and effectively engage the many stakeholders that are becoming increasingly important to a therapy’s success. This is a significant undertaking and healthcare brands and their marketing agencies need to think differently about how they engage with patients and support communications for all the other stakeholders. This talk will examine the experience journey and what it means for the way we market.

Healthcare Marketing

Embracing The Patient
Experience Gap
–
Matt Pensinger
SVP, Managing Director
Jack Morton Worldwide
19 June 2015

Hello
Matt Pensinger
SVP, Managing Director
Chicago

Sure,
scientific
possibility
is evolving
quicker than
ever before…
…but many parts
of the healthcare
system are stuck
in the dark ages.
 Inaccurate information
 Limited patient histories
 Physician access challenges
 Insurance / Reimbursement hurdles

AND SOME
INITIATIVES DESIGNED TO HELP
JUST MAKE IT
WORSE.
OF THE

AWARENESS
PATIENT
JOURNEY PRESENTATION & DIAGNOSIS
TREATMENT SELECTION
THERAPY SELECTION & ACCESS
COMPLIANCE & SWITCHING
OUTCOME

AWARENESS
PATIENT
JOURNEY
GAPS
PRESENTATION & DIAGNOSIS
TREATMENT SELECTION
THERAPY SELECTION & ACCESS
COMPLIANCE & SWITCHING
OUTCOME

76%of patients think pharmaceutical companies
have a responsibility to provide information
and services that help patients manage their
own health.
Accenture Life Sciences, Great Expectations, U.S. patient research, 2013

20%of patients are aware of the
services available to them.
Accenture Life Sciences, Patient Services – Pharma’s Best Kept Secret, Global study, 2015
LESS THAN

The
approach
to Patient
Journeys
is flawed
 Built from physicians’
perspectives
 Too linear
 Too narrow
 Too simple – fails to
integrate all stakeholders
 Too limited – misses opportunities
beyond adherence

We believe that the
experience is the
therapy.

How we can close the gap
1. Add value
2. Build around the user
3. Craft communities
4. Be human

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Growing your business requires investment—but with so many competing priorities, where should you focus your time, money and expertise? Start with a resource you already have that can drive both profitability and customer satisfaction: your employees. Studies have proven that companies with engaged employees had 2.6 times the earning per share growth of companies with below average employee engagement and 86% higher success rates on customer metrics. In our latest white paper, learn the four key requirements of effective employee engagement and how treating your employees like customers can improve your business.

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Jack Morton Worldwide

Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound. How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses? In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.

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Jack Morton Worldwide

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Jack Morton Worldwide

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