/Founder & CEO of Vivaldi/
Erich Joachimsthaler, Ph.D
Boca Raton | May 15 – 17 2016
Annual General Meeting - PBIRG
IT’S A COMPLEX HEALTHCARE WORLDComplex Patients, Markets and Technologies
OVER HALF OF THE S&P COMPANIES WILL BE REPLACED IN THE NEXT DECADESOURCE: INNOSIGHT 2016
2
33
20
14
Year Tenure
1965
19902016
4
ADAPTED FROM JEFFREY W. YABUKI /PRESIDENT & CEO – FISERV/
The only thing moving faster than technology is changing consumer expectations.
THE NEW EMPOWERED CONSUMER
5
IN CONTROL:
Abundance of choice
MOBILE:
87% sleep with their phone side by side, and check it 150 times a day
NOW:
30 billion WhatsApp are sent every day
SMART:
88% trust online reviews as much as personal recommendations
ADD:
Only 20% of TV spots are fully viewed, 47% prefer only reading headlines
85% of consumers have the confidence and believe in their ability to take responsibility about their own health and know where to access information.
6
IPSOS 2015
THE ACTIVE, SELF-DIRECTED PATIENT OR PHYSICIAN
7
FINDING:
Each month 19 million people search WebMD for health informationFifty percent of doctors search Wikipedia for info (even more than UptoDate
EVALUATING:
¼ of patients with chronic disease visit peer sites to meet fellow sufferers
CHOOSING:
81% of patients want equal say in care decisions with their care provider
USING:
Patients are willing to pay 19% for a “no wait time” prescription
75% of people want text message reminders to take meds
Access to care anywhere (Orbis, eye care delivered on a DC-10, or Women on Water, a ship that delivers safe abortions near places where it is illegal)
8
Historically, pharma companies have controlled the generation and dissemination of information about their products.
Digital has weakened that control.
MCKINSEY, 2015
THE PHARMA CO’S SALES PROCESS
9
TRADITIONAL MODEL IS OBSOLETE
Coverage and call rates (down to about 1 to 2 a day per sales person) in hopes to sell a product, a pill or a diagnostic test
BUT WE DON’T CHANGE IT
We still map the customer journey and make the same old assumptionshoping to improve the patient experience or physician experience
Hope is NOT a strategy!!!
Solve Something / Help Practitioners with their Work
Enable People
Deliver Value / Give Insights into the Success of their Treatment
Help Manage their Lives / Help Patients with Treatments
Fit Into their Lives
Give People Time Back
10
IMPROVING PEOPLE’S LIVES
11
TOO LITTLE, TOO FEW AND TOO FRAGMENTED
MERCK’S UNIVADIS:
Medical information platform
MERCKENGAGE:
Patient engagement platform
SANOFI’S GO MEALS:
Diabetes food initiative
JANSSEN’S CARE4TODAY:
Suite of health management solutions
ASTRA ZENECA’S SIMPLY4DOCTORS.COM:
General practitioners access to resources including disease information
PFIZER’S GETOLD.COM:
A content site on aging
IBM AND @POINT CARE :
Access to curated medical content
BOSTON CHILDREN’S OPENPEATRICS:
Connects doctors and nurses globally
PILL PACK:
A new generation of a pharmacy
ABBVIE + KAROLINSKA HOSPITAL:
Video solutions for Parkinson’s Disease
PUSHDOCTOR.CO.UK:
Connects patients via video wth 7,000 GPs
UMOTIF / TRIALREACH:
Platforms to connect those with chronic illnesses with practitioners
GO BROAD: EMPLOY AN OUTSIDE-IN PERSPECTIVE
13
Products
Brands
Price
Customer Service
…
Taking care of
my family
Getting
“my job” done
Feeling in control
of my finances
Balancing
priorities
Treating and
rewarding myself
Inside-OutNarrow Company View
Brand
Company
Management
etc.
Outside-InBroad Customer View
Families
Individuals
Housemates
etc.
15
TRADITIONAL FOCUS GROUPS
QUANTITATIVE SURVEYS VIVALDI REAL EXPERIENCE
METHODOLOGY (REM)
FORESIGHT LAB BIG DATA
REAL WORLD CONTEXT
ARTIFICIAL CONTEXT
CONTROL
ENVIRONMENT
OPEN
DIALOGUE
SOURCE: IDEA COUTURE, ADAPTED VIVALDI PARTNERS, 2016
ILLUSTRATIVE
Demands
Activities
2,000 people x 30 days x 10 episodes / day
= 60,000 episodes
Activities
Andrea Prepare diner for friends/ Have diner with friends Find (Create) Meaning in Life
Spend time with family At Ease With Myself
BBQ with friends Find (Create) Meaning in Life
Meet friends At Ease With Myself
Spend time with family/ daughter Find (Create) Meaning in Life (Re)Discover Joyfulness
Prepare diner for family/ friends Find (Create) Meaning in Life
Spend time with friends/ family (e.g. cooking) Find (Create) Meaning in Life
Spend quality time with family/ friends Find (Create) Meaning in Life
Thomas Jazz Dancing (once a week) Putting 'Me' First Ensuring a Positive Future
Play golf Bringing Nature Into My Space
Do sports (especially biking) Ensuring a positive future
Exercising at home with DVDs Putting 'Me' First Ensuring a positive future
Work out/ go to the gym Ensuring a positive future
Went to gm Putting 'Me' First
I went sailing for an hour Bringing Nature Into My Space Putting 'Me' First
To work out Ensuring a positive future
Andrea Go to cinema (Re)Discover Joyfulness
Go to Starbucks Putting 'Me' First
Go out & style At Ease With Myself
To be with my boyfried in my favorite bar Find (Create) Meaning in Life Putting 'me' first
Going out on Friday night with friends At Ease With Myself (Re)Discover Joyfulness
At night we went for dinner Putting 'Me' First At Ease With Myself
Having breakfast in a hotel Putting 'Me' First
Susan Enjoy nature Bringing Nature into My Space
Spend time in nature (e.g. lake) Bringing Nature Into My Space
Walking in the country & lunch with friends Bringing Nature Into My Space
Mapping Demand Cluster
LOCATION
DATA
SENSORS
WEARABLE
DEVICES
TECHNOLOGY
GO DEEP: EPISODE RECONSTRUCTION METHOD
STRUCTURED ANALYSES OF DAILY ACTIVITIES
16
NEW THINKING: UNDERSTAND THE ACTIVE, SELF-DIRECTED
PROBLEM SOLVER PATIENT OR PROVIDER
17
OBJECTIVES:
Improve people’s lives (health, wealth, happiness) & deliver results
DECISIONS:
Information, Tools, Advice
PROCESS:
Time, Money, Energy, Cost, Benefit
PRODUCT/SERVICE:
Usefulness, Value, Utility
ADD:
Daily life, Whole life, Work
OLD THINKING: UNDERSTAND PATIENTS OR PROVIDERS AS TARGETS AND AUDIENCES
18
NEEDS:
Higher-order versus Lower-order
WANTS:
Emotionalization
PROCESS:
Frictions to minimize, eliminate or avoid
HABITS:
Unconscious
JOBS TO BE DONE:
Products in search of prescribing physicians
GET CREATIVE: REIMAGINE THE MARKET
20
“What happens when…”
HELPS US PAINT
A PICTURE OF THE FUTURE
SO THAT WE CAN BOTH
PREPARE FOR IT AND CREATE IT
WHAT HAPPENS WHEN
THERE ARE 24 BILLION CONNECTED DEVICES
AND ONLY 7.6 BILLION HUMANS
TREND: THE CONNECTED WORLD
21
WHAT HAPPENS WHEN
GLOBAL TRADE BARRIERS ON DRUGS
BREAK DOWN AND CHEAPER DRUGS
FLOOD THE US MARKET
TREND: BREAKING BOUNDARIES
23
WHAT HAPPENS WHEN
CONNECTED CARE IS
UBIQUITOUS AND ENABLED
BY SMART CONTEXTS AND DEVICES
TREND: THE FUTURE OF THE INTERNET OF THINGS
24
GET CREATIVE: REIMAGINE THE MARKET
25
Cu
sto
me
r E
xp
ec
tati
on
s
Transform
Enable
Enhance
Low Medium High
Intensity of Transformation
0
20
40
60
80
100
0 20 40 60 80 100
REIMAGINE THE MARKET
LETS GO BACK TO OUTPATIENT CARE BEFORE 2007
26
No way to assess physicians
Had to call to make an appointment
No way to find a new physician when moving cities and states
Had to rely on word of mouth
No transparency into physician’s availability
ZOCDOC FILLED AN UNMET NEED OF THE CONSUMER
27
Can see physician reviews to pick the best provider for you
Can make an appointment online
Can easily search network to find recommended physicians
Access to advice outside of social circle
Can get an appointment when needed
285/24/2017
$1.5 billion funding promised
Partnership model (Google, AbbVie, Ancestry,
etc.)
Arthur Levinson, CEO
Expertise: cellular biology, genetics and newer
experimental methods such as synthetic biology,
optogenetics
Actual funding: $240 million (Dec 2015)
CALICO: GOOGLE VS. DEATH - REIMAGING AGING
29
GET REAL: REIMAGINE THE FUTURE OF MOBILITY AND DO IT
PARKNOWFinds an available public
parking space through
GPS installed
PARKATMYHOUSEA social network of private
parking garages for an
hour or for a penny
CHARGEPOINTAutomatically finds a
location of where to swap
the battery
DRIVENOWPay per use, billed
by the minute
Mission:Become world’s leading
provider of premium products
and premium services for
individual mobility
PERSPECTIVES FROM THE AUTOMOTIVE SECTOR
30
Low Medium High
Intensity of Transformation
Cu
sto
me
r E
xp
ec
tati
on
s
Transform
Enable
Enhance
0
20
40
60
80
100
0 20 40 60 80 100
Automotive
Manufacturers
Tesla
We are hell bent on becoming the best manufacturer on earth. /Musk, May 2016/