cultivating pharma patient relationships in the digital era
TRANSCRIPT
CULTIVATINGPHARMA-PATIENTRELATIONSHIPSIN THE DIGITAL ERA
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PERFICIENT DIGITAL
Leading Digital TransformationABOUT PERFICIENT
and its Perficient Digital agency deliver vision, execution, and value with outstanding digital experience, business optimization, and industry solutions.Major market locations: Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chattanooga, Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Lafayette, Milwaukee, Minneapolis, New York City, Northern California, Oxford (UK), Southern California, St. Louis, Toronto.With dedicated Perficient Digital agency expertise in Ann Arbor, Atlanta, Irvine, Milwaukee, and St. Louis.
With unparalleled information technology, management consulting, and creative capabilities, Perficient
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$500+Million in revenue*
1997Founded
PRFT Listed on NASDAQ
90%Repeat Business Rate
Employees2800+
N. America locations23
Global US, EU, China + India
*2016 year projection
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Life Sciences Practice
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Speaker Intro
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Director, Life SciencesParam SinghSPEAKER
INTRO / Heads up clinical operations and connected health initiatives
/ 9 years with Perficient
/ 15 years in life sciences
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Agenda
WHY PHARMA-PATIENTRELATIONSHIPS MATTERHOW TO APPROACH THE PATIENT RELATIONSHIP
INDUSTRY EXAMPLES
KEY POINTS
WHAT’S NEXT?
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Pharma-Patient Relationship Imperative
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Pharma-Patient Relationship Imperative/ Patients are more empowered than ever
/ Advocates for their own health
/ Dramatic shift in patient expectations of pharma and med device companies
/ Now, expect personalized advice/support/tools formerly only provided by physicians
/ Unique opportunity to develop a direct relationship with consumers/customers
UNIQUEOPP
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What It’s Not
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What Patient Engagement is NOT:/ Building a mobile app
/ Maintaining a patient portal
/ Having a Facebook page
/ Sending tweets you think patients will like
/ Using hipsters in your marketing campaigns
WHATIT’S NOT
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Connected Health for Life Sciences
WHAT IT IS:Helps organizations improve and manage relationships with key customer groups, such as:/ Patients / External partners/ Clinical sites / Employees/ General public
WHAT IT INCLUDES:/ Intelligent strategy/ Appropriate technology to
support the strategy/ Exceptional customer
experience design via Perficient Digital
TYPES OF INITIATIVES:/ Relationship strategy and roadmap / Technology assessment and implementation/ Website/portal design and development / Social media strategy / Market intelligence strategy and tools/ Mobile technology strategy and tools / Content creation
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Industry Examples
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IndustryExamples
/ Pfizer
/ Novo Nordisk
/ Novartis
/ Synthesio
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Pfizer: Mobile App Strategy/ Not just a mobile app, but a mobile app strategy
/ Apps are not aligned with specific products; rather, aligned
with conditions
• Migraines, smoking cessation, mood changes, kidney cancer, breast cancer, etc.
/ More valuable to users
/ Creates the perception that Pfizer cares about individuals’ overall well-being, not just about selling their own products
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Novo Nordisk: Tech Partnership/ Limited in-house digital technology expertise? Partner with a
tech expert
/ Diabetes management with Glooko
/ Glooko downloads data from insulin meters, pumps, and CGMs; allows data entry about food and medication; automatically collects lifestyle data from fitness trackers; represents data in charts and graphs; shares data with healthcare team
/ Facilitates relationship between treating physicians and patients; better manages condition; improves patient outcomes in measurable ways
/ Provides Novo Nordisk (and others*) with insights into adherence, effectiveness, external influences, and patient outcomes, as well as improved relationships with treating physicians *Abbott, Medtronic, Roche
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Novartis: Content Focus/ Taking a different approach: content strategy
/ Maintains a library of “stories” written by Novartis – a cross between a blog post and a case study, but clearly aimed at patients
/ Focused on educating patients, making them feel important/heard, and empowering them to help themselves
• “The Power of the Patient Voice”
• “How We Involved People Living with Psoriasis in Clinical Trial Planning”
• “5 Patient Advocacy Organizations You Should Follow on Twitter and Facebook”
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Synthesio: Social Listening/ Leading “social listening” technology platform in pharma and
healthcare: “Listens” to social media, per your organization’s specific interests and key words
/ Monitors brand satisfaction
/ Highlights product questions
/ Identifies potential product complaints and adverse events (safety signal detection)
/ Identifies social influencers / advocates
/ Provides insight into campaigns and content needs
/ Can be integrated with other relevant data sources (e.g., marketing automation tools)
/ Provides interactive charts and graphs
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Key Takeaways
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Takeaways/ Don’t throw technology at your patients
• Rather, ask them and study them to learn what they want/need (customer journey)
/ Use what you learn about your patients to design a strategy that is valuable to THEM
• Focus on solving patient problems, not addressing business needs
/ Technology and CX are key• If you aren’t experts in technology or user/customer
experience, ask for help
/ Continue collecting data, revisit and revise your strategy; your patient engagement strategy is just as alive and evolving as your patients!
KEYPOINTS
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Connect@PRFTDIGITAL
Facebook.com/PerficientDigital
Blogs.Perficient.com/PerficientDigital
PerficientDigital.comWHAT’SNEXT?
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UpcomingRegister for our upcoming webinar:Transforming How Sponsors and CROs Interact with Clinical Sites
Download our latest guide:Life Sciences is Going Digital: 30 Examples From Industry Leaders
Questions?Param SinghDirector, Clinical Operations [email protected](210) 454-5192
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THANK YOU
E N D -T O - E N D I S J U S T T H E B E G I N N I N G