HEALTH MARKETINGTRANSFORMING

Borrowing the principles of the pipeline for the frontline

I’M LEIGH HOUSEHOLDER @LEIGHHOUSE

Depth in Healthcare Catalyst for Innovation

CHANGING THE ODDS, CHANGING LIVESBetter health is run on innovation

WE’VE READ THE HEADLINES ABOUT SPUTTERING PIPELINES

HEARD THE FEARS ABOUT MASS COMMODITIZATION

But even in these challenging times…

OUR LABS ARE THE SOURCE OF A SEEMINGLY ENDLESS FLOW OF LIFE- AND WORLD-CHANGING INNOVATION

Care Approach Capability Experience

new medicationsin the last 10 years

INNOVATION IN CARE

INNOVATION IN APPROACH

At one lab: Researchers called on gamers to solve problems science couldn’t

The configuration of an element of a retrovirus had stumped scientists for decades

Gamers–native in fast modeling and iteration– found the answer in three weeks

INNOVATION IN CAPABILITY

At UCB: scientists use the biggest research databank on epilepsy in the world – one crowdsourced by patients

The lab receives annonymized, aggregated data

They look for real-life behavior, unmet needs and other areas for innovation

As a bonus: the partnership is helping people

INNOVATION IN EXPERIENCE

At Bayer and Sanofi: They’ve even taught our medical equipment to talk to our iPhones and Nintendos

Bayer Didget for the DS Sanofi iBGstart for the iPhone

BETTER HEALTH IS TRULY RUN ON INNOVATION

BUT:

THE WAY WE INTRODUCE LIFE-CHANGING SCIENCE TO PEOPLE IS AT BEST AN AFTER THOUGHT AND AT WORST A BARRIER

WE BRING THE ICKIEST BODILY FUNCTIONS INTO THE LIVING ROOM

Diarrhea, constipation, gas,

bloating – that’s me

WE MAKE ADS THAT LOOK LIKE CONTRACTS

WEBSITES THAT LOOK LIKE ADS

WE MAKE SOCIAL ANTI-SOCIAL

CREATE CAUSES THAT NO ONE CARES ABOUT

AND SPEAK WITH A VOICE ABOUT AS HUMAN AS THIS GUY

They may all increase the chance of heart attack or stroke that can lead to death. This chance increases if you have heart disease or risk factors for it, such as high blood pressure or when NSAIDs are taken for long periods. CELEBREX should not be used right before or after certain heart surgeries. Serious skin reactions, or stomach and intestine problems such as bleeding and ulcers, can occur without warning and may cause death. Patients taking aspirin and the elderly are at increased risk for stomach bleeding and ulcers.

AND, THAT’S NOT EVEN THE BAD STUFF…

THE INTERFACE IS BROKEN

THE OPPORTUNITYIS FIXING IT

LEARNING FROM THE LABFive core principles from the engine of healthcare innovation

FORGET NORMALWe live in a culture of many cultures. Each with perceptions and expectations informed by its own experiences.

1

The average American family is a married couple with 2.3 kids

True or

False?

The average American family is a married couple with 2.3 kids

False

What became the fastest selling

electronics device EVER in 2010?

NOT THE iPAD

ANOTHER MAGICAL AND REVOLUTIONARY DEVICE:

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Who was the highest paid man in entertainment

last year?

Tyler Perry$130 millionThe vampire guy wasn’t even close

THE END OF NORMAL

We have virtually limitless options in consumption:

• That’s caused our individual experiences of “normal” to diverge dramatically from one another

• Today what’s uber popular in one group is likely to go virtually unnoticed by others.  

• It’s not about finding the new normal, it’s about giving up on the very idea of it

THE CONNECTIONS THESE GROUPS WANT AREN’T “SAFE”

HOW THE LAB TACKLED IT

Figured out long ago: Average isn’t enough

– Mapped the entire human genome– Started to discover what differences matter– Began making medicine more personal

WHAT MARKETING CAN BORROW

Our opportunity: Walk away from the middle and absolutely delight a niche

– Map the human experience– Identify significant segments– Create “they really get me” relevance

FROM: NORMAL

TO: SIGNIFICANT

HINTS THAT WE CAN DO IT

These experiences aren’t for everyone. And, that’s why they work.

HOW WE’RE GOING TO CHANGE THE INTERFACE:

Delight niches

WE COMMIT TO: SO WE CAN:

Forget normal

BE SOLUTIONSEEKERSAt some point, problems – even marketing problems – get too complex to be solved by any one team. The new opportunity will be to know how to find the people and ideas that can.

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WANTED: PROBLEM SOLVER SOLUTION

SEEKERFundamental shift: As information becomes richer and challenges become more discreet, no one will be able to solve every problem

Gap: The people in your company are smart, they know your industry. But there are a finite number of them – and finite experience among them

Trend: Growing number of people looking to define their careers on their own terms

FAST TRACKING SOLUTIONS

– Strong professional networks– Targeted platforms and services– Custom recruited panels

Solution Seeking

Right people. Right problem. Right perspective.

Crowdsourcing Hiring a partner

SOLUTION SEEKER: 24 HOURSHOME TEAM: 20 YEARS

Twenty years after the Exxon Valdez oil spill, there was still a lot of oil on the ocean floorAfter decades of working on the problem, Exxon decided to look outside its walls for help. Within 24 hours, an Illinois chemist faxed in the answer and a day later was talking with the people who – with him – could restore the ocean floor

The lab has long leveraged the crowd to both uncover and improve ideas

– Tons of example: From micro IP to development congresses to public challenges

– But the best example is bi3, where entrepreneurial scientists can rapidly convert novel biological insights into life-saving and life-changing therapeutics

HOW THE LAB TACKLED IT

WHAT MARKETING CAN BORROW

Our opportunity: Elevate solutions in their infancy

– Our “audiences” – from patients to professionals - are need-based innovators

– The small ways they solve their own problems could point to big new ideas

– Finding these ideas in their infancy and partnering with their founders lets pharma bring meaningful marketing to people

Looking to the next: Couple of guys who want to build something big just to improve their brother’s life

HINTS THAT WE CAN DO IT

Early adopters of open innovation have increased (not abandoned) their use of solution seeking:

Create marketing people want to use

HOW WE’RE GOING TO CHANGE THE INTERFACE:

WE COMMIT TO: SO WE CAN:

Being solution seekers

EMBRACE CHANGEHow people live, learn and connect is changing faster now than at any other point in human history.

3

The Fox’s iFamily Christmas

THE TECHNOLOGY WE LOVE IS CHANGING THE BRAND EXPERIENCES WE CHOOSE TO USE

IT’S BEEN CALLED EXPONENTIAL CHANGEBut, it’s really endless disruption

THE REALITIES OF ADOPTION ADD ENDLESS COMPLEXITY

On a typical adoption curve, a promising technology will have passionate users, recent adopters and avoiders at any one point in time

Don’t even get me started on the mashups

The lab has an amazing tool to understand real life that’s hard to duplicate: The clinical trial

– Multi-phased– In real life - subject to how human’s really behave– Full of unexpected insight

HOW THE LAB TACKLED IT

WHAT MARKETING CAN BORROW

Our opportunity: Forget about the technology and focus on real life

• How are people changing how they connect?

• Where are they spending time?• What new pressures have been

added?• What do they need now (that

they might not have needed before)

LOOK FOR TRENDS IN BEHAVIOR

We have a new hubThe smartphone has replaced the computer as a digital hub

We’re using our own stuff at workThe era of BYO means we always have our iPhones

Multi-tasking is the new normalWe have constant partial attention

We do the mathAnd only trade our privacy for experiences that are worth it

LOOKS FOR NEEDS, NOT CHANNELS

We’re big on self careBut don’t always have the right bridges to health care

We’re carrying more smartphonesSo that’s a place to advertise at us

We’d rather play than watchIt’s just not engaging to read all of that

We skip commercialsSo you should do product placements in stream

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Meet their new needs

HOW WE’RE GOING TO CHANGE THE INTERFACE:

WE COMMIT TO: SO WE CAN:

Embrace the change in people’s lives

CONNECTGOOD THINGSThe explosion of channels and proliferation of digital media we’ve seen over the last decade have left most of us feeling hyper connected and information overwhelmed.

4

FINISH THIS SENTENCE

I need another website like I need a ___________ .

WHAT THE WORLD NEEDS NOW: IS A RECOMMENDATION ENGINE

We don’t want more opinions and websites to read, we want a clear path to the most relevant, credible, right-for-us stuff.

The best and most relevant content on a specific issue

Sometimes as a patent defense strategy, sometimes as a clever evolution, the lab is great at pairing things we need more of together

– A statin with a diabetes drug– An antihistamine with a decongestant– Even energizing vitamins with chemotherapy

1 + 1 = 3

HOW THE LAB TACKLED IT

WHAT MARKETING CAN BORROW

Our opportunity: Create great collections

• If there’s one thing pharma marketers have in common, it’s a strong sense of skepticism

• We know what’s out there and what’s worthy of our trust• We could use that POV to curate great collections, to point

people to the resources that would help them most

Virtual stores Curated books Customizable collections

Good old-fashioned news feeds

HINTS THAT WE CAN DO IT

Help people meet their goals

HOW WE’RE GOING TO CHANGE THE INTERFACE:

WE COMMIT TO: SO WE CAN:

Connect good things

RELENTLESSLY PURSUE BETTER WAYSToday we can create almost any experience imaginable. In this new world opportunity, there are infinite possibilities for how we can bring better support, education and tools to the people who need them most.

5

WE WORK IN A POWERFUL CONTEXT

Their experiences with individuals, brands and institutions can

dramatically change all kinds of outcomes

People are often at their most vulnerable when they are receiving health care

They need more personal time, more advocates and more care than a consumer of any other service

WITH BIG NEW METRICS, LIKE PATIENT SATISFACTION

★★★★★

At Mayo Clinic, they build industry-leading experiences by practicing in a design lab• Clinical teams interview and shadow patients • They brainstorm with abandon and engage in rapid prototyping• The project has launched a number of industry-leading

innovations, including self-service kiosks

HOW THE LAB TACKLED IT

WHAT MARKETING CAN BORROW

No question, this is the biggest, hardest shift to make. Here are two opportunities we can start acting on now:

Find our own way

Commit to 10%

Healthcare isn’t like other things we buy. So, why do we act like other advertisers?

Maybe it’s time to redefine DTC

Do. Teach. Connect.

Find our own way

Relentlessly pursuing better experiences doesn’t have to mean changing everything all at once

Make a 10% budget commitment to a best-in-class experience

The BBC’s biggest hit came from a gamble fund. The Office would have never aired without the risk.

Commit to 10%

Dramatically change outcomes

HOW WE’RE GOING TO CHANGE THE INTERFACE:

WE COMMIT TO: SO WE CAN:

Relentlessly pursue better ways

THREE NEW BELIEFSTo change the interface, we have to change ourselves

The question heard at cocktail parties around the world:

SO WHAT DO YOU DO?

TO CHANGE THE INTERFACE, WE HAVE TO CHANGE OUR BELIEFS

TAKE OFF THEBLACK HAT

PHARMA IS NOT THE BAD GUY.Changing people’s lives is an awesome responsibility. One we ought to recognize and respect.

Be informed. Be healthy.Marketing helps inform audiences, transform

perspectives and improve health and wellness.

WE CAN CHANGE HEALTHCARE MARKETING

Working together to dramaticallychange the interface

Download a copy of this presentation at:GSWInnovation.com

THANK YOU, eDTC!Are there any questions?