Aug27

Isn’t Patient Centricity What Pharma Has Been Doing for Years?

TinaWoodsGraphic2Patient centricity is the new buzzword. Most of our pharma clients have patients at the heart of their corporate vision and mission, and say that the patient voice drives everything that they do. But what does it really mean to be truly patient centric?

At the recent EyeforPharma Patient Summit in London, there was a lot of talk on organising companies around patients rather than brands. And this is not surprising given that a true understanding of patients’ day-to-day needs and how they behave in the real world, as opposed to trial conditions, is critical to developing successful new products over the long term.

As digital channels, including mobile and social media, continue to democratise communication networks, pharma cannot afford to pay lip service to the increasingly powerful patient voice. They need to get used to the idea of patient opinion leaders shaping the future via patient-driven networks. For example, developing patient champions who will talk about their illness will be essential in establishing disease awareness.

The notion of supported self-management and how pharma should/could be involved is a hot topic. It is important to develop integrated, personalised patient support programmes to facilitate quality interaction between patients and stakeholders (including caregivers and family members) along the patient journey. The goal should be to provide innovative solutions around patient needs and wants—to deliver an improved patient experience, addressing patients’ individual beliefs, behaviours and goals as they are on their personal and emotional journey.

Meaningful patient insight is at the heart of any patient-centric strategy. Understanding the lived patient experience, “walking in the patients’ shoes,” is the key to deriving these insights. Anything else is just observation. Unless they have been patients themselves, even healthcare professionals are merely observers and cannot truly understand the lived patient experience.

True patient centricity is in the process of being defined, not by pharma, nor by healthcare professionals, but by the patients themselves. Is it any wonder that people are saying that “true patient engagement is the blockbuster drug of the century”?

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Jun26

Brain Candy: Byte-sized Creative Inspiration for Digital Minds—1st Edition

GKblogWhat I love about being an advertising creative is the eternal search for creative stimulus. Always on the search for something that turns your mind on, makes you “think different” and gets you excited to show your co-workers like it was a grade school show-and-tell.

But it’s this stimulus, or this search for stimulus, that really does inspire truly innovative ways to reach our fellow persons with a memorable experience. Sometimes it’s a cool social media tie-in, or maybe a super-sneaky hidden camera capture. Either way, it makes an impression on us and becomes a reference point for the next creative idea, the next killer pitch tactic.

I imagine everyone has his or her favorite sites to mine Internet gold. If you have a site like that, stop hoarding the good stuff and write the next Brain Candy post. Or maybe you just like calling people out for being “two-thousand and late” like an art director I know here at Ogilvy (who will go unnamed for now).

So for now, I’ve collected a few of my favorite inspirations over the last few months to share with you. I hope you find them as inspiring, hilarious and introspective as I did.

Before we dive in, have you seen the site This Advertising Life? No? Really? Then you have to go now… This should be daily viewing for all agency types.

OK, so here are some vids from across the interwebs that I think are pretty cool. Some of them actually lend themselves well as crossovers into the pharma world. But if you can’t sell-in selfies and Snapchat for the latest patient consumer pitch, at least you have some neat stuff to show before your weekly status meeting.

Every now and again you see something and think, “That is genius.” And you just sit at your computer in total awe of your self-contempt for not thinking of it first. Then you think about what must have been going on in that room for someone to have come up with it. Pure Genius.

 

How do you get a paper poster to turn into a musical instrument? I watched this video three times and I’m still amazed.

 

I guess you really can’t beat selfies, beer and Twitter. You have to love the Danes, and they definitely love their Carlsberg. Happy hour will never be the same.

 

This one has been making the rounds lately at the Chocolate Factory—a really impressive way to use augmented reality. We actually worked this into a pitch recently, and this is totally something you can build into a convention experience…minus the alien invasion, I would imagine.

 

I don’t mean to encourage duplicitous behavior, but you have to admit this is pretty funny. On the other hand, this is proof of concept for a CRM or patient reminder app. This app can pulse out reminder messages to patients to take their meds (adherence), get well soon (post surgical), have a good day (depression), or even send out appointment reminders.

 

I always loved reading about twin studies from clinical psych class. There’s something really cool about having such a perfect control for a study design. But multiples kind of freak me out in person though. Anyway, you should listen to your mother and not chew gum in mixed company, here’s why.

 

So you want to have a goof on that dude who’s using waaaaaaay too many hashtags? Here you go, courtesy of Axe. I encourage you all to try this, on yourself!

 

Now let’s close on a high note…if you’re somehow one of the 2 million people who have not seen this ad, just do it.

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Jun18

How To Milk a Horse

milkIt’s not very often I find myself marveling at a brand’s attempt to “co-opt” an opportunity or marketing “tie-in” to generate awareness and grow their brand. But I’ve really got to give it to GSK and their brilliant tie-in to California Chrome and the Belmont Stakes.

They did not horse around and brilliantly seized the moment for their Breathe Right brand. June is prime allergy season, so for nasal sufferers and excessive snorers, it was a perfect time to raise brand awareness.

The Belmont Stakes, the annual thoroughbred race in New York, was expected to draw in a larger-than-normal crowd due to the media frenzy around California Chrome’s bid to win the Triple Crown. Stir in a little controversy over whether to allow the nasal strips that California Chrome wears, and you’ve got yourself a beautiful opportunity to jump in and make some noise.

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Enter GSK. They signed on as an official sponsor of both the Belmont Stakes and California Chrome.  They launched a huge PR effort, including publicity shots of the horse’s owners posing with Breathe Right strips, a new TV ad “Bed Time Stakes” featuring a jockey getting a good night’s sleep thanks to his strips, a social media campaign with tons of online chatter, and distribution of 50,000 samples at the actual event.

GSK took advantage of the 3Ms—Media, Momentum and Multichannel—so frankly whether California Chrome won the Triple Crown or not, they turned up a winner. Seriously, how often would anyone be talking this much about nasal strips? That’s how to milk a horse.

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May29

A Patient is a Virtue

sales reps and docsIn the age of WebMD, Everyday Health, and Facebook, consumers are more informed and involved in their health than ever before.  And with social media infiltrating every aspect of their lives, they are now more vocal than ever.  Patients can – and in most cases are willing to – tell you what you want to know about your brand.  Just ask…and listen.  So why is it that some brands fail to take full advantage of tapping into their own customers for insight, ideas, and even inspiration?

We’ve all heard the phrase “typical pharma ad” and as an industry we are guilty of producing far too much of it.  Sometimes it’s driven by regulatory conservatism.  Often it’s a stubborn client who is afraid to push the envelope, while at other times there just isn’t enough budget to upset the status quo.  So we’re forced to pick up some stock photography, reach into our bag of preapproved claims, slap the all-important “pharma swoosh” on the piece, and call it a day.

But is the work resonating with patients?  Is it even being noticed by patients?  In order to make a connection with patients, the marketing needs to tap into what drives them, what worries them, and what will help them take the desired action.  Put simply, they need to see themselves in the marketing.

Market research and reports can obviously give you broad-stroke generalizations about your audience.  But how can you dive deeper into the psyche of your patients?  There are numerous ways you can do this and they don’t require significant investments:

·         Develop and leverage a standing Patient Advisory Board – Recruit patients to participate in an advisory board…and use it!  This is a great channel for bouncing ideas off patients and hearing first-hand about the challenges they face with their condition every day.  These boards can be conducted virtually (although at least one face-to-face meeting a year helps build camaraderie).  Also, be sure to refresh the participants so that you continually get the latest perspectives.

·         Seek input from stakeholders outside of the Brand Team – The Brand Team can sometimes be the furthest removed from the patient base, as they can get bogged down with sales reports and budget meetings; so try to engage those on the front line.  Sales reps often can provide direct feedback from HCPs and office staff on what they see in patients.  Is there an 800 number for you brand?  If so, speak with the customer service reps who field those calls.  What issues do they hear about most often and what questions are they asked most frequently?

·         Establish a patient eCRM program – A CRM program can be simple or complex – but in order to be useful, it must be trackable.  From that you can see firsthand what content is looked at most often and therefore assumed to be of most relevance.  You can also conduct quick surveys or online polls to get insight about your target.

·         Attend events and conferences – Again, this is another opportunity to hear from those on the front line: sales reps, patients, and HCPs.  You can also see, in one fell swoop, what the competition is doing to market themselves.

Nothing I’ve suggested is earth-shattering or groundbreaking, but I do find that these often get overlooked in favor of more complicated (and costly) research.  I happen to work on a well-established drug that was first-to-market in a category that is now undergoing seismic changes.  We needed to defend our turf from new therapies, new dosing formulations, and new administration devices, and we needed to do it with a limited budget.  “Gaining new patients was going to be increasingly difficult,” we thought, “so let’s at least be sure to hold on to the ones we have.”

So we set out last year to develop a campaign unlike anything this brand has seen in its 20+ years of existence.  We needed to reinvent ourselves while remaining true to our heritage and what kept us successful all these years.  We employed all of the tactics I mentioned above to help us paint a clear and vibrant picture of who our patients – our very lifeline – were.  What we learned was that our old marketing reflected misconceptions about what people with this condition were “supposed” to be like.  In no way did we reflect their vibrancy, defiance, and zest for living.  And because of that, our patients felt like the brand was letting them down.  How could we expect them to be advocates for the brand if we weren’t living up to our end of the deal?

The new campaign has just recently launched, so I can’t tell you yet how successful we’ve been at defending our turf.  But what I can say is that the feedback from patients, sales reps and HCPs alike has been overwhelmingly positive.  It is bold and defiant, and goes beyond the standard “talk to your doctor about…” with a rallying cry that conveys our patients’ inner strength.  In other words, it is a clear reflection of them.

So if your brand feels like it’s stagnating or worse yet, losing relevance, don’t panic.  Put your ear to the ground and listen for the voice of the patient – and then make sure it comes through in the work.

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Also posted in Creativity, CRM, Data, Efficacy, Great Ideas, Health & Wellness, Healthcare Communications, Learning, Marketing, Pharmaceutical, Strategy | Tagged , , , , | Leave a comment
May14

Social Media for Pharma?

stethoscope social mediaHave you been looking for a way for your brand to engage in social media? Are you unsure of what the draft FDA guidance on social media means? Looking for some tips to help get you started? If so, you’re in the right place.

Social media has been an integral part of the digital marketer’s toolbox for several years. It is especially useful for driving brand awareness and generating site traffic. Unfortunately, due to the tightly regulated nature of the pharmaceutical industry, many have been reluctant to implement social media campaigns. Brand marketers have avoided them due to a lack of clear guidance from the FDA, and medical/regulatory review teams have refused to approve social campaigns due to the fear of receiving a dreaded FDA letter.

With the release of draft guidelines by the FDA in January, our industry has been provided with long-awaited parameters. Final guidelines have yet to be issued, but this is a step in the right direction. Slowly, pharmaceutical marketers are dipping their toes in the water. Here is a quick overview of the FDA’s guidance:

  • Brands are responsible for monitoring the content they publish. Content that is repurposed, posted, or used in an inappropriate way is not the responsibility of the pharmaceutical company (as long as the individual repurposing the content is not employed by the pharmaceutical company).
  • Pharmaceutical companies are not responsible for content published by associations and other partners that it provides with financial support (eg, unrestricted educational grants). Content and assets provided are the responsibility of the pharmaceutical company and must still go through typical FDA sampling.
  • Pharmaceutical companies and their representatives must clearly identify their association with brands when participating in conversations.
  • Fair balance is still in full effect. As with any other promotional medium, claims must be counterbalanced with the risks of the drug.
  • FDA submissions of interactions do not have to be submitted in real-time. Conversations that take place can be sampled after the fact to keep brands in compliance.

You can access the full document here.

Feeling more comfortable with the guidelines? Are you ready to deploy a social media campaign? Here are some tips to get you started:

  • Start with a strategy. As obvious as this seems, people are so anxious to implement a social media campaign, they dive in headfirst. Ensure you identify the goal of your campaign so you can measure the results of your efforts.
  • Engage in conversations with your audience. People use social media to connect with people, rarely with brands. Talk to them about topics that matter to them and are appropriately linked to your brand (eg, an antidepressant sponsoring a support forum providing tips to patients and caregivers on ways to remain positive and the importance of adherence).

According to a 2012 channel preferences research report published by ExactTarget, Facebook and Twitter rank at the bottom (4% and 1%, respectively) of channels participants want used for promotional messaging. This accentuates the importance of finding a healthy balance between brand promotion and human interaction. You can access the research here.

  • Messages must be relevant and fresh. They must take into account the context, location and intention of your audience. Not every opportunity that arises to share your marketing message should be taken. Selectivity is part of the secret to success.
  • Be flexible. The future is unpredictable. For brands to thrive in social media, they must be ready to act in the blink of an eye. Editorial calendars should not be set in stone.
  • Listen closely to the feedback of your audience and take action. The most insignificant of posts can take on a life of its own, leaving marketers scrambling to control the fallout.
  • Always have a social media crisis plan in place. Sitting idly by and not taking action is tantamount to brand suicide. Does anyone remember #mcdstories, #askJPM or #myNYPD? If not, hop on Twitter and search for the aforementioned hashtags. All are examples of hashtags that turned into “bashtags” and left their respective marketing agencies scratching their heads and scrambling to minimize the damage.

Although the pharmaceutical industry is heavily regulated, social media is an opportunity to connect with your audience and should not be overlooked. With the draft FDA guidelines in hand and a sound strategy, you can now connect with consumers through social media.

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Mar6

The Power of Payer: Prescribe All You Want…We Can Block You!

6808124Remember the Doritos slogan, “Crunch all you want, we’ll make more!”? What a mantra, supply and demand. So simple. So obvious.

Sure, prescriber demand plays a role in how available some drugs are, but at the end of the day health plans and formulary P&T committees within hospitals and large practices make category decisions that effect drug availability for patients and directly impact prescribing behavior. These formulary decisions aren’t made in a vacuum, and they can impact your brands, your marketing goals, and play a huge role in getting a leg up in today’s market.

So what do you know about all this? If your client came to you tomorrow in a competitive market situation—multiple new branded entrants, generic domination, or patient abandonment at the pharmacy—and they couldn’t get a foothold, what would you tell them? How would you break that wall? How do you partner with your clients to fulfill your brand’s true market destiny?

Consider what the payer marketing unit can bring to the table for you and your clients. More and more we hear our clients talk about access challenges broadly, issues with patient co-pays, or prior authorizations and step edits getting in the way of reaching marketing goals. In this changing healthcare environment there is so much to consider that plays a role in prescriber decision making, it goes well beyond the clinical profile of your brand. The smarter we all are regarding the holistic considerations of a brand, the better we can show our value as a marketing partner and offer uniquely impactful solutions to our clients.insurances

This is where the Power of Payer comes in. The payer marketing units at Ogilvy CommonHealth Worldwide want to help provide you with a strong background on health plan and environmental issues to more effectively reach your client’s marketing goals. We are actively working towards open house events for Ogilvy CommonHealth Worldwide in NJ and NY where we can share information specific to two hot topics:

  • Emerging healthcare models: What are they? How do they hold the keys to success in the market? What should we know about them? Better understand how they act and what these actions mean to our clients and their brands.
  • Payer for newbies: An overview of what a payer is. Who are payer customers and manufacturer clients? How do payer decisions impact overall market sales goals and category usage? Why do we need to consider them when building brand plans and overcoming marketing hurdles?

"Open House” Posting. Part of our “Create a Sign” Series.As part of the Power of Payer open houses, we will also showcase some of the unique work we have done to achieve market success as well as answer any questions you may have about the payer customer, unique challenges your brand may be facing, or just have a fun discussion around environmental trends!

Watch for more information and then mark your calendars to join us for the Power of Payer open houses.

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Also posted in Access, Clients, Healthcare Communications, Managed Care, Marketing, Reimbursement | Tagged , , , , , , | Leave a comment
Feb13

You Might Not Realize It, But You Can Be Working For The MI6

MI6What interested me most about James Bond’s career, and, most importantly, that of his support staff, is the development and implementation of a unique and highly versatile arsenal of innovative technology. Starting with Bond’s pager in From Russia With Love, followed by that pen-sized-underwater-oxygen-recycling-breather-thing in Thunderball, or the way-ahead-of-its-time GPS tracker in Goldfinger—all these are examples of an unmet need in spymanship being filled by technology: well researched, well developed, well implemented, and well working.

While recently sitting in a conference room at one of our healthcare client’s headquarters, going through scenario after scenario of possible ways technology can minimize barriers to patients’ prescribed treatment regimen adherence, it was Mr. Bond that my mind turned to.

On a scale from zero to life-changing, healthcare is one of the areas where technology can play a crucial role and provide life-impacting value.

I think back to that scene in Casino Royale where Bond drinks the poisoned Vesper Martini and finds himself staggering back to the car to find a solution to his newly acquired ailment. But which vial from the glove compartment should he inject himself with—blue or red? One will cure him on the spot, the other, of course, will immediately kill him. And here is where technology comes in. He takes a blood sample. The results sync up with the poisons directory back at MI6. On the other side of the globe, Bond’s team reviews the reading in real time and points him to the correct vial.

Oh, and unlike the mini-rocket-launcher cigarette from You Only Live Twice or the bagpipe flamethrower from The World Is Not Enough, this blood-sample transmitter and reader are now out in the market, available for purchase.

In the days where Astounding Innovation greets Cost Efficiency over a bottle of Realistic Possibility for Implementation, the internet of things continues to blossom all around us. Your carbon monoxide detector can now know when you started cooking and tell your thermostat to turn down the heat by 6 degrees; or dim your lights when you walk out of the room; or your door can unlock itself when it senses you down the street. Your FitBit, by linking up with your blood-glucose monitor, can adjust your Seamless menu selection and choice of restaurants for the day (unless you run around the block a few times, that is…). You can start your car with a simple wink. Or, write a script, shoot the footage, do all the post-production work, and distribute the content globally—all from the palm of your hand! Sound familiar?

As this intelligent-device-fueled ecosystem continues to expand, more and more possible hooks arise that are able to feed and empower one another. A chain of monitoring devices, all in constant communication, adjusting themselves and providing information before we even know to ask for it, set the stage for a tremendous opportunity for our healthcare clients.

Spanning over all spectrums of monitoring one’s health habits, from improving existing treatment to preventing a need for a possible treatment a few years down the line, we now have an opportunity to help our clients efficiently channel their investments. If it so happens that after years of R&D, clinical trials and FDA reviews, patients neglect to adhere to their prescribed treatment, the years of innovation and investment lead to questionable marginal benefit, at best! The cost compared to eventual benefit comes out to be quite high. By enlisting connected and innovative technology, we can open the door for researchers, physicians and caretakers to finally close that loop on a number of treatment barriers.

As “Agency” people, with passion and insight into the latest tech innovations, as well as equally deep insight and understanding of our clients’ brands, we have an opportunity to guide our clients into this new area of possibility.

We can now pave a highway between our clients’ amazing potential and this new ecosystem.

We are at a unique crossroads where amazing technology is very much within our reach. The only limit, it seems, is our imagination.

Big ideas often come to us on those “regular days”—on commutes back from work, or walks, late evenings, or days at the beach. So too with our clients, the opportunity to introduce that big tech idea for their brand can arise at any moment—during a casual conversation on a drive back from market research, or after a day-long workshop. We should be well versed and ready to fuel inspiration.

The research team back at MI6 doesn’t wait to prototype a glidesuit-equipped-tuxedo until Bond is jumping off a plane to infiltrate a high-profile cocktail party at some off-the-map nuclear power plant. The research is done in advance. And so is the development and testing. Before the next international crisis even has a chance to escalate, the prototype is out of dry cleaning and ready for action.

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Jan23

LIVING THE BRAND—Awakening the Senses at Congress

conventionIt seems that the time has passed when having more sales reps and a bigger booth at a major congress was enough to attract physicians to learn more about your brand. Beyond the financial and compliance challenges that the industry has encountered in the past decade, leading in part to decreasing attendance from physicians, clients as much as agencies are continuously looking for new ways to catch physicians’ attention.

What if physicians were just like us: curious and playful

At times, new data just doesn’t make the cut in the clutter of a congress…and let’s not mention when there is no new data to present. Of course, physicians are interested in learning more about a new product, indication or technique. However, in today’s reality, it just doesn’t seem to be enough. Having physicians engage with the brand in a fun and truly unique way can actually set the ground for a deeper relationship and more memorable experience.  What if detailing on touch screens, offering games or iPad quizzes, to name a few, were already not enough in this rush for new things? What if physicians were just simply looking to (re)connect with brands whilst having fun?

Success lies in the story you tell and how you tell it

Going beyond the usual techniques to drive interest at congress requires us to take a step back and look to the core of what the company, brand or product stands for. What it means for your client and physicians. After all, congresses are a great opportunity to reach a maximum of physicians while bringing your vision to life. The booth and activities around it, including symposia, then are used to articulate this story.

But how to define the story you want to tell? One way to do so is to look at the company or brand ambition. What they want to change or bring in this world, where they make a difference. Another way is to leverage the unique features of the product (eg, physical properties, MOA, mode of administration, unique manufacturing process, etc).

What do you do once you have a clear story? You offer physicians a sensory experience. This is when curiosity and playfulness come into place. Perceiving, feeling and doing will create a true brand experience. Knowledge is only one part of a person’s understanding.

Two client cases can help illustrate how senses can create emotional connections. An ophthalmic pharmaceutical company, living by the vision of “leading a brighter future,” and whose main products are hydrating eye drops, articulated their booth activity around a water light graffiti. As physicians were writing on the wall with water, the surface of the wall made of thousands of LEDs was illuminating. The client got their main message across: water is essential for the eyes to properly function, and light is an important medium for sight.  Another client, a leading dermatology company, developed a full sensory experience to differentiate its new dermal-filler range at launch and demonstrate that each product was customized to fit physicians’ needs. During a major industry event, physicians were welcomed into an experiential room. They were able to walk around and visit various custom-made “tools” to feel and see the products (eg, an injection bar,  a gel texture tool to touch the products, and a visual tool  to play with product elasticity). Both cases were based on the core of the brand vision and did create a memorable journey for physicians.

What will experiential activities do for physicians and your clients?

Physicians are keen to interact with their peers and such activities will make them want to share and tell. Word of mouth will not only drive traffic to your activities but also create brand awareness. Physicians will remember your client’s brand and the experience they had with it. They will probably want to engage with it after the event. Creative executions will also differentiate your client and position them as innovative and bold.

Brand experience is about going back to the basics: our senses

OCH Paris won a 2013 Global Award in the category Art & Technique: User Experience (click here to access the Global Awards website http://www.theglobalawards.com/winners/2013/index.php).

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Sep19

Changing Behavior: Driving Brands Through Customer-Centricity

Sean Hartigan ThumbnailLet’s start with a provocative thought:

Brand success really isn’t about the actual brands we serve.

It never really has been.

Heresy, some will say! But the truth is, brand success is really about the people whose behavior we’re trying to change on behalf of the brand: healthcare providers, patients, caregivers, et al. It’s about our ability to truly reach, captivate and connect with these stakeholders, moving them along a learning continuum, so that they come to trust and embrace our clients’ brands.

Makes sense right? Maybe so, but too often client marketing approaches (and we can fall into this trap, too) seem entirely brand-centric. Obviously, here at Ogilvy we’re in the business of building brands from the ground up, so we need to be brand champions. And the brand teams who hire us must promote their products to be successful, so you might argue that marketing should be brand-centric. How else do you raise awareness, drive trial and adoption, and grow market share, if not for personal and non-personal promotion? I get it. But there needs to be a balance between brand business needs/goals, and customer needs. That crossroads is where brands (and us for leading them there) can differentiate, and net long-term customer loyalty by making customers as much of a priority as the products we market to them.

If we simply push out content solely based on what brands want, or based on what they think is important (hinged on market research often fueled by a small N of respondents), we run the risk of being tone deaf to the customers at large, and of missing an opportunity to be more effective with our marketing and the money we convince clients to invest in it.

Please allow me to use a metaphor to frame my strategic concern with brand or egocentric marketing vs. customer-minded or empowered marketing…

Ever had your eyes examined? Sure you have. Now, think back…remember that big device the ophthalmologist sits you in front of? “Lean forward, rest your chin on the thing and look through the lenses.” When you look through the lenses you see the blurry image of the eye chart on the far wall. Your eye doctor then proceeds to slide different lenses in and out of the device until the eye chart comes into focus.

In this metaphor, that eye chart represents the customer. The lenses that most brands look at their customers through are the decile lens (what are they worth to us in terms of scripts/revenue) and the specialty lens. Beyond that, few consider the lenses of geography, ethnography, practice setting, experience with the brand (seeker, considerer, loyalist, evangelist—see Buddy Scalera for more information), and lastly, few actually ASK their customers what they want or need by way of brand support. Until we learn to view a brand from the perspective of our myriad customers, we risk being myopic and not as successful in ultimately doing what we were hired to do: drive brand performance.

There are basically 6 ways to evolve brand-centric marketing to become customer-fueled and more productive:

  1. Employ segmentation informed by those other lenses mentioned above (and others) to provide a clearer view of customers so that we can market to them in a more personally meaningful way—this ties directly back to our FUSION process!
  2. Give the customer the power to make choices that you can support; listening to and delivering on customer needs builds trust, relevance and loyalty.
  3. Centralize your support; make content and assets easy and convenient to access—remove barriers to engagement and opt-in.
  4. Surround your customers in the appropriate integrated channel mix; a holistic customer-minded ecosystem engineered using the right tactics, the right messages, the right offers, and deployed at the right time to your segments.
  5. Learn from your customers; collect attitudinal and behavioral data that is actionable; customer feedback and user data provide the foundation for a productive ongoing relationship, i.e. CRM fueled by personal and non-personal.
  6. Turn customers into advocates; viral or grassroots brand champions are invaluable for getting the word out—and they will if you provide true value.

Anyone whom I’ve worked with knows that I’m evangelical about developing interactive, digital, and integrated multichannel solutions for clients that drive improved reach, engagement and brand outcomes. But before we even get to the cool stuff, the key to success for all of those solutions begins with defining a deeper, more informed customer segmentation. This segmentation then informs content journeys for each identified segment that are then translated to multichannel tactics in the ecosystem I mentioned.

While the benefits of this marketing approach are hopefully apparent, consider this:

A recent report from the Aberdeen Group (a Harte Hanks fact-based research and market intelligence company) benchmarking more than 30,000 companies, reveals that a majority of “customer-centric organizations” companies achieved better than 15% annual improvement in return on marketing investment (ROI), gross revenues, and customer retention rates as a result of the following capabilities:

- Leaders leverage customer analytics, multichannel interaction applications, business processes, and technology infrastructure integrated across brands and product lines

- Best-in-class companies understand exactly the relationships their best customers want

I’ll leave you with this anecdote relative to segmentation and customer-centricity:

Both Prince Charles and Ozzy Osbourne are males from England, were born in 1948, were divorced, remarried, have two biological sons,* etc. But, would you market to them the same way? While both men may have some interests in common, it stands to reason, brands would do well to learn more about them and promote to them in a way that addresses their nuances.

Food for thought.

*Ozzy also has a daughter :-)

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Also posted in behavior change, Customer Relationship Marketing, Healthcare Communications, Marketing | Tagged , , , | Leave a comment
Sep10

Zombies and the Cultural Tension Surrounding Healthcare

Shelagh Brooke thumbnailAs the healthcare experts of Ogilvy, we understand that people are motivated to change behavior in response to a tension in their lives—that gap between where they are now and where they want to be.  Often, recognition of this tension is in response to an event—a diagnosis, a heart attack, a bad test result, hitting 200 on the scale. And that can drive individuals to change, even if only for a while.

As part of the Ogilvy community at large, we understand that brands can change behavior in response to a tension in the culture, providing an opportunity to build a more meaningful connection with their target. That’s why, when developing a Big IdeaL, we devote time to identifying the relevant cultural tension as a springboard to change. So Dove transitioned from “natural beauty” to “a campaign for real beauty” in response to a tension of the times—that is, that women continued to be portrayed in popular media in a fashion that few could ever hope to attain. 

Beyond brand expression, artistic expression, especially in popular culture, is often a response to a pervasive tension in society, allowing us to confront that fear within the safety of fiction. In the ’50s, fears of communism infiltrating all walks of American life—and our legislature’s response—found its cultural expression in the warning contained in Invasion of the Body Snatchers

In the ’70s, social upheaval, the Vietnam war, the resignation of a President and a collapsing economy gave rise to the “disaster movie” which became a box-office staple. The Poseidon Adventure and its copycats were all built on common themes—incompetent and corrupt leadership that put people at risk and the character-defining choices individuals made in response to the ensuing chaos. 

Fast forward to the present and consider our current fascination with zombies. Notice how zombies have evolved from a few voodoo, lumbering lunkheads to seething hives of fast-moving, interconnected killing machines. Their evolution has apparently also influenced vampire behavior. No longer hypnotic solitary creatures that embody our love/hate relationship with death, they’ve also morphed to become part of the mindless hive.  

If you’re willing to stick with the program here, I would suggest that the evolution of zombies is in response to the collision of two long-standing cultural tensions. First is our fear of losing individuality, threatened by technology, regulation, fundamentalism and pervasive government watching and listening—all of which we hold in tension with our desire to feel connected and safe. Second is another all-time favorite fear: pandemic contagion, regarded as the potentially nasty consequence of godlike tinkering with the human genome, which we hold in tension with our desire to find better cures for disease within the grand design of our own DNA.

So, what do you get when you combine contagion with the loss of individualism? Infectious mindlessness. And that equals, you got it, the new zombie.

So, to bring this back to the Big IdeaL, what is the best self that goes up against infectious mindlessness?   Taking my cue from Will Smith and Brad Pitt, I’d suggest something along the lines of:  The courage to find and face the source of humanity’s illness.

 Shelagh Brooke IMG

 

 

 

 

 

 

 

 

And a Big IdeaL that addresses the tension by leveraging our best selves? 

It is a cruel coincidence that, as World War Z was preparing to launch, Brad Pitt’s life partner was making her own mindful, courageous choice. She was able to do so because she was informed; she knew enough to be tested for the BRCA genetic mutation, was prepared for the implications of a positive test and understood her options. And, knowing that she is a cultural lightening-rod, she was willing to put this decision into the bright glare of public scrutiny and commentary because she knew there was still so much work to be done to ensure that people everywhere could be as informed as she was. 

Which brings me back to OCHWW, as the healthcare experts of Ogilvy. Is it too outrageous to suggest that a proliferation of zombies in popular culture has its roots in our deep anxiety about healthcare?  Regardless, it is unquestionably occupying a large share of the public dialogue. And that puts us at the center of an evolving healthcare landscape that will require more personal accountability in healthcare behavior and treatment choices.

That means we have important work to do. Let’s live into a Big ideaL of truly inspiring informed, mindful healthcare decisions.

Let’s bring an understanding of healthcare choices to the people in a way that is engaging, relatable and actionable. 

Remember—zombies are lurking.

The world is counting on us.

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Also posted in behavior change, Culture, Healthcare Communications, Marketing | Tagged , , , | Leave a comment