More and more health economies across the globe are deploying chatbots, creating vital new channels for marketers and empowering customers to take control of their own health. But what is the right blend of cutting-edge technology with artificial intelligence and human interaction? In this week's webinar we explore the application and growth of chatbots in one of the most regulated industries.

1. Powered by
What’s Next:
The Rise of
Health Bots

2. Welcome
Laurie Close
Senior Strategist
Ogilvy Consulting
laurie.close@ogilvy.com
Ritesh Patel
Chief Digital Officer
Health & Wellness
Ogilvy Consulting
ritesh.patel@ogilvy.com

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
Ogilvy staff: It’s also on
The Market!
themarket.ogilvy.com

5. 5
Point and Click Touch Conversational
(voice & messaging)
THE INTERFACE EVOLUTION:
CUSTOMER EXPECTATIONS ARE
CHANGING

6. WHAT THE HECK IS A CHAT BOT ?
A chatbot is a piece of
software designed to
simulate human
conversation, and they
are often powered by
artificial intelligence and
machine learning.

7. Chatbots live on SMS,
social networks, or inside
messaging apps like
Facebook messenger or
Slack, and can automate
one-on-one interactions,
often eliminating the need
for a human.
Messenger apps Mobile apps
Text/SMS
Websites Search
Intelligent home products
AND WHERE CAN I GET ONE ?

8. “This is an instant interaction,
and it is something that
only becomes possible with bots.
There’s no new app to download,
no new account to create, and, perhaps most
importantly, no new user interface to learn”
— TED LIVINGSTON, KIK

9. THE GROWTH OF BOTS

10. YOUR BRAND USER EXPERIENCE
HAS CHANGED
“I don’t care if customer service
comes from a human or technology
as long as I get my questions
answered accurately”
40%
*5-point agreement scale
Among U.S. online adults (n=6001)
Would rather start an automated
customer service chat to get answers to
questions instantly than wait on a phone to
speak with someone live
35%
Would rather reach customer service
using messaging apps/chats (e.g.,
Facebook messenger) that they typically
use instead of going to a dedicated
customer service app/website
27%

11. Basic Scripted
• Matches user entries to
key phrases and gives
scripted responses
Intent Recognizer
• Employs natural language
processing (NLP) tools to
extract meaning from a
request
Dialogue Manager
• Executes actions based on
user intent
• Contextualizes interactions
by aggregating intents from
session
Intelligent Advisor
• Complex inferential
capabilities including ability
to understand “slang”
• Recommend options to
enhance outcomes
Artificial Intelligence
Rule-Based
Complexity, Cost, Time, Resources
HighLow
CHATBOTS PROVIDE A
WIDE RANGE OF UTILITY

12. 5 Categories of Bots

13. Customer Service
Hello, how can I help you?

14. 85%
Of customer interactions will be
managed without a human by
2020.
– Gartner prediction

15. THE FIRST ROBOT LAWYER
A CHATBOT THAT BEATS PARKING TICKETS

16. There’s a lot happening in the
world. Here are your top
stories today:
Content

17. Quartz
It’s a conversation about the news
with a bot.

18. Can you send me:
• Sneaker trends
• Weekly shop
• Tacos
Shopping & E-Commerce

19. Nordstrom chatbot is
ready to help shoppers
find the perfect gift.

20. Smart Assistants
Do you want me to make you
a reservation?

21. A hybrid approach to a smart
virtual assistant:
Only 30% of requests are
handled without human agents

22. Ordering & Notifications
Check in is open:
Go ahead and get your
boarding pass! See you soon
on board with us.

23. Healthcare Is Uniquely Suited
To Bots

24. HEALTHCARE IS DRIVEN BY
DECISION TREES
Medical Decision Tree for Appendicitis

25. HEAVILY REGULATED WITH PRE-APPROVED
RESPONSES/SCRIPTS

26. HEALTHCARE SYSTEMS ARE STRETCHED –
LIMITED AVAILABILITY

27. CUSTOMERS ARE OPEN AND INTERESTED
IN CHATBOTS
* Among U.S. physicians
30%
30%
26%
19%
25%
27%
23%
23%
22%
Product Dosing
Contraindications
Product Efficacy and Safety
Product Enrollment Info
Patient Related Resources
Medical Education Programs
Medical News
Journal Articles
Clinical Trial Data
T2B
Interest in accessing resources from chatbots on a pharma website:
30% Of physicians have interacted
with a chatbot
Current chatbot use (for any reason):

28. Health Bots in Action

29. Brands can now have
continuous conversations
with their customers
pull
responding to
patient questions with a
structured conversation that
resolves the question
immediately
complement
the sales force
personalized
push
&
pull
bite sized
&
memorable
leverage
the power
of visual
education
ON
DEMAND
push
sending bite sized structured
conversations designed to
deliver information &
education
NOT
embarrassing
(HCPs hate to ask
“stupid questions”)
asynchro-
nous
omni
channel

30. c
AND THEY ARE “STRUCTURED”
HCP Bot
What is the dosing for
Drug X?
Injections
Tablets & Liquid
To clarify, are you
interested in the dosing
information of tablets &
liquid or injections?
Tablets & Liquid
Dosage modifications
Initial dosing
Okay, what specifically
are you interested in
learning more about?
Query: “What is the dosing
for Drug X?”
Top scoring intent: dosing
information
Parameters: Drug X
Score: 0.988
Dosing
Conversation
each structured
conversation is written
by a human and is
approved by MedReg
before deployment

31. NOVO NORDISK

32. A.I. symptom
assessment
Doctor feedback
trains A.I.
Personalized
doctor answers
Dr. A.I.

33. 33
What is it?
A.I. Health Assistant (imagine a computer that can
converse like a doctor) that sees 1,000s of patients
per day, 24/7/365
What does it do?
• Interviews patients in 2-3 minutes
• Enables self-triage/diagnosis
• Connects patients to a curated service/provider
network
How?
Using a machine learning algorithm and data from real
clinical literature
Buoy

34. CLINICAL TRIAL PARTICIPANT
ENGAGEMENT – BRITEHEALTH

35. OSCAR HEALTH INSURANCE
Oscar Health is a tech-savvy insurance start-up that is designed to help people better understand health insurance coverage. They
recently launched the Oscar Facebook bot to quickly and easily provide consumers with quotes for their health insurance.

36. ADA – INTELLIGENT BOT

37. TABATHA – FOR ASTHMA

38. THE STOPTOBER MESSENGER BOT
KEEPING YOU GOING SOS SUPPORT TIPS & TRICKS TO HELP

39. SYMPTOM CHECKER – YOUR.MD

40. MOLLY

41. HERE’S WHAT I CAN DO
Features
Track your mood
Give you insight
Teach you stuff
Help you feel better
Be there 24/7
Learn from you over time

42. CLINICAL TRIALS
screening test made
“conversational” by
using a mixture of pre-
set response “buttons”
and NLP - allowing the
patient to type their
answers in
education &
awareness on
clinical trials

43. VIRTUAL REP

44. MEDICAL INFO BOT

45. VACCINES

46. SELF DETAILING

47. Questions?
Laurie Close
Senior Strategist
Ogilvy Consulting
laurie.close@ogilvy.com
Ritesh Patel
Chief Digital Officer
Health & Wellness
Ogilvy Consulting
ritesh.patel@ogilvy.com

48. Thank you.