PM360 Innovators in Pharma Marketing 2014

Transcription

PM360 Presents 62
Innovators
in Pharma Marketing
2014
The Harvard Business Review recently interviewed 58 CEOs in the
healthcare sector, and the words they most used to describe the
keys to their organizations’ futures: Change and innovation. What
else could it be? As the healthcare system continues evolving and
becomes more focused on delivering value, companies need to
find new ways to improve patient outcomes while reducing costs.
Innovation may be more important to this industry’s success than
ever before—and marketers are not exempt from this challenge. Not
only should they help find ways to provide more value to customers,
but they must also continue to adapt to the ever-changing means by
which people communicate. This requires new solutions, offerings
and thinking that can solve the problems life science companies
currently face—as well as problems they are sure to face right
around the corner.
We highlight these forward-thinkers in our third annual Innovations
in Pharma Marketing special issue and provide a guide to the
Companies, Divisions, Products, People, Services and Strategies
that can help create success in the New Year. Once again, our call for
innovation did not go unheard. We were bombarded with remarkable
submissions from across the industry. The following represent a
select collection of today’s best industry innovations and innovators.
These range from exciting new ways to speed up drug discovery
and development to a platform that can revolutionize rare disease
marketing. That’s just a taste! Between the 62 innovations/innovators
in this issue and the directory of some of today’s most innovative
companies, we believe you’ll find plenty of ideas to help make 2015
a great year.
DECEMBER
DECEMBER
2014 2013
/ PM360
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MAGAZINE
MAGAZINE
INNOVATION
INNOVATION
ISSUEISSUE
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SERVICES
Reducing Risks in Clinical Studies
Systematic Risk Assessment
inVentiv Health Clinical
Ty Quinn, Senior Vice President,
Business Development
[email protected]
As pharmaceutical companies begin to implement RiskBased Monitoring (RBM) of clinical studies, many are
confronting a significant uncertainty: How can sponsors
adopt RBM in a way that does not increase risks in
regulatory approval?
inVentiv Health Clinical’s innovation addresses that
uncertainty by improving the rigor in the first step of
Risk-Based Management—risk assessment. Using regulatorendorsed Quality Risk Management methods (QRM),
inVentiv creates a body of evidence linking each individual
risk that could harm data integrity or human subject safety
to a specific risk minimization action and specific key risk
indicators.
inVentiv calls this service Systematic Risk Assessment—a giant
step forward from the typical ad hoc approach to RBM.
Clients report three significant benefits from Systematic Risk
Assessment. 1) Combining it with QRM provides breakthrough
insights into how to direct resources to improve specific
study quality. 2) The process can be applied more generally
to support a broader Quality by Design effort to improve the
quality and efficiency of any clinical study. 3) This process
builds a body of evidence that is defensible with regulators
to avoid problems and delays later on, thus regulatory risk is
mitigated.
Next year many more pharma companies will be
integrating this risk management approach into clinical
development programs and the governance of those
programs as they become familiar with the enormous
benefits achieved by early adapters.
Improving Doctor-Patient Discussions
Interactive Physician Consult
Lifescript
Bob Cecere, SVP, Pharmaceutical Sales
[email protected]
The point of care discussion between doctors and patients
has grown increasingly strained in recent years. Doctors are
frustrated that they do not have adequate time to spend with
patients, and 60% of patients report feeling rushed through
their doctor’s appointments.*
To address this growing point of care discussion gap,
Lifescript has partnered with leading physicians in key
specialties to create the Interactive Physician Consult. This doctornarrated consultation helps patients prepare for their doctor’s
appointments, maximizing satisfaction at, and beyond, the
point of care.
Each consultation begins with a credible specialist
providing an overview of important facts and issues. The
consultation continues by taking patients through an indepth, guided questionnaire. As the patient is answering
questions, the physician narrator is walking the patient
through the assessment, explaining the importance of each
question being answered. The user is then provided with
a personalized report to discuss with his/her doctor. This
report merges the patient’s answers with key points for the
doctor discussion.
The Interactive Physician Consult is live on Lifescript.com for
type 2 diabetes and COPD. To-date, 40% of users who have
engaged with it have completed the assessment, and 10%
have emailed or printed their results.
In 2015, Lifescript will launch the Interactive Physician
Consult for multiple sclerosis, obesity, rheumatoid arthritis,
cholesterol, ADHD, menopause and more.
*U.S. Department of Health and Human Services, Health Resources and
Services Administration; MMIC Group: Dealing With That Frustrating
Patient; NPR, Harvard Medical School: What’s It Like To Be Sick in
America, 2012.
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2014
Driving Outcomes-Focused Behavior Change
The KNOWledge Path
Cello Health Communications
Roger Viola, Managing Director,
Engagement Practice
[email protected]
How do you get HCPs or patients to “do something
different” that benefits both them and your brand? The
classic “reason to believe” communications scenario is no
longer powerful enough to get people to decide to change
their behavior.
The KNOWledge Path process helps companies
understand the components of their customers’ decisions
and behavior (the “why” and the “what”), which helps
inform specifically how to impact these in a way that
effectively changes behavior while also addressing visible
and invisible barriers.
The KNOWledge Path maps the patient/consumer journey
to make evident what they are doing now—for the
undiagnosed, where they go; and for the diagnosed, what
they think, feel and do at this point in their condition. The
path then leads to what happens when patients go to the
HCP—eliciting the factors that would be influencing the
treatment choices of HCPs, thus highlighting the drivers
of that behavior, how they have the formed their opinions,
and what levers need to be pulled to influence them to
“do something different.”
The KNOWledge Path ensures there is clear
understanding of the consumer/patient pathway as
well as the drivers of HCP behavior. This facilitates
development of a strategy and tactical programming
that will activate all those levels and provide for
straightforward metrics of success.
Eye-tracking Tool
Autogazer
Sticky
Ephraim (Jeff) Bander, President and Chief Revenue Officer
[email protected]
This year, Sticky released Autogazer, a first-of-its-kind, self-serve
online eye-tracking research tool that will allow pharmaceutical
advertisers and their publishing partners alike to see what online
ads and videos actually get SEENTM. Autogazer employs the same
platform as Sticky’s managed solution—using a computer’s builtin camera instead of third-party technology or focus groups—but
cuts out intermediaries, allowing users to receive direct feedback
from consumers. While traditional eye-tracking studies can cost
upwards of $50,000 for just a handful of stimuli, Sticky’s Autogazer
costs a fraction of that amount and can be used for an unlimited
number of tests.
Autogazer subscribers have instant access to reporting after every
study, so that they can see immediately what ads were effective
and what ads were not. For publishers, this means the ability to
tweak ad placement as well as gaining a deeper understanding of
whom to sell ads to. For advertisers, it’s the ability to see what
publishers were the most effective for their product and what ads
work best. Considering that pharmaceutical ads must, by law,
contain a large amount of information in a very short period of
time, pharma brands and their agencies will finally get learn how
best to convey it.
12/2/14 12:03 AM
SERVICES
Social Learning Centers
Social Hubs
SERMO
Osnat Benshoshan, Vice President of Marketing
[email protected]
SERMO’s Social Hubs are like ongoing social learning
centers. They are the only peer-to-peer forums for
a disease area, which combine all the social content
of SERMO—like social comments, posts and polls—
with live crowd-sourced patient cases, SERMO KOL
contributors’ columns, as well as breaking news and
social content from external platforms like Twitter.
Traditionally, therapeutic area microsites were
focused on educating physicians in specific specialties,
so for example psychiatry hubs were for psychiatrists.
SERMO recognizes that diseases are multidimensional
and require the input of various doctors with different
perspectives. This is also the case with how the
pharmaceutical industry traditionally promotes brands to
physicians. In contrast, Therapeutic Social Hubs are opened to
any doctor who might treat a patient within that disease
class. For instance, cardiovascular disease can lead to
comorbidities such as depression, so the Depression Social
Hubs would cover and serve up the latest discussions
and news in managing depression for its impact on a
cardiologist’s patient. As a result, the cardiologist and
psychiatrist would be connected to collaborate on these
links between diseases.
Continuing with the same example, all members’
comments and conversations on depression are
aggregated into one place, so doctors can see everything
that everyone is saying as well as all patient cases posted on
depression, from a variety of perspectives. Coupled with
breaking news from around the web, Social Hubs are the
most up-to-date conversation and education centers for a
disease area.
100% Healthcare Focused
Contact Center
Publicis Touchpoint Solutions
Eileen May, SVP Contact Center Operations
[email protected]
The Publicis Touchpoint Solutions Contact Center provides
healthcare companies a service specifically tailored to their
needs. This Contact Center focuses exclusively on healthcare
and offers inbound and outbound sales, service and clinical
health information engagement services via phone, live video,
chat and web integrated services (click-to-chat, click-to-email,
click-to-call) across more than 78 healthcare brands and 120,000
interactions per month.
Contact Center staffing profiles are customized for every
execution and range from professional sales representatives
(many of whom worked in field pharmaceutical sales before
joining Touchpoint) to customer service representatives and
credentialed clinical teams staffed by RNs, PharmDs, PhDs, etc.
In the past five years, the center has experienced a compound
annual growth rate of over 20%, and grew 45% in 2013 alone.
It was also recently named runner-up for “Best Outsourced
Provider” at the 2014 Contact Center Excellence Awards, which
honors the most innovative contact centers and executives
across the entire call center industry.
Even better, Touchpoint’s Contact Center programs include
performance metrics that tie to program success and impact
clients’ promotional goals or clinical education objectives. The
center’s key performance indicators (KPIs) are customized
for each client to identify “what success looks like” for each
program.
Meanwhile, the center’s unified, multichannel approach
integrates seamlessly with in-person interactions such as field
sales teams, field customer service teams and/or field clinical
teams. This type of multichannel integration occurs with either
teams staffed by Touchpoint or the client’s own field teams.
12/5/14 12:56 PM
STRATEGIES
Never-before-tried approaches that are changing how the industry
operates—or a new twist on a familiar tactic that makes it even better.
2014
Custom Developed Training App
iPrep
AstraZeanca
Linda C. Tacey, Global Sales Training Leader
[email protected]
AstraZeneca’s Commercial Operations team was
challenged to roll out a new CRM/CLM app—and the
business process and workflow changes that came with
it—to over 7,000 Field Sales and Service teams without
causing a negative impact on productivity. The team had
to have content ready for 34 shows, which needed to be
integrated with nine existing systems—and they only
had six months to build, integrate, train and deploy.
Still, the team delivered a smooth, seamless transition
with no time out of territory for training and no increase
in support structure.
How? By becoming entrepreneurial: The group
eliminated pilots and created post-launch teams to
address any issues. They used lessons learned from
previous deployments and created an aggressive
deployment plan, and then were relentless in developing
the best communication and training tools for it.
The team produced a change management campaign
featuring engaging videos and used social media for
communications and user support. The centerpiece is a
custom-developed virtual training app called iPrep. With
this app, learners decide how much training they need
and choose their own path through the content.
iPrep offers a library of more than 100 short tutorials
and allows users to collect badges as they progress
through the training. Learners can get it all with an endto-end iRep course; browse to find topics of interest; or
refer to it for just-in-time guidance.
Adherence Intervention
The COM-B Model
Atlantis Healthcare
Jennifer Sigaud, Managing Director
[email protected]
Pharma marketers struggle to solve the issue of treatment
nonadherence effectively and cost-efficiently. Atlantis Healthcare
leverages a proven psychological framework to understand why
patients don’t follow prescribed treatments. Their strategic
approach—used for decades globally—is new to the U.S. market
and promises to shift how pharma tackles adherence.
The COM-B model proposes that an individual’s behavior is
influenced by an evolving set of multiple factors, all of which can
be grouped into three components:
1. Capability: The patient’s physical and psychological ability
to implement prescribed lifestyle and medication regimens
necessary for adherence.
2. Opportunity: Factors external to the patient, including the
quality of social support, access to filling prescriptions and
communication with the healthcare team.
3. Motivation: Factors related to patients’ beliefs about their
disease and prescribed treatment, including the importance
of following the treatment regimen, feelings about side
effects, understanding and acceptance of diagnosis and levels
of depression or anxiety.
Two patients with the same condition, on the same medication,
can have different reasons for not following their treatment. One
patient may fear side effects, another may stop because she doesn’t
feel any better. A one-size-fits-all approach simply won’t work in
changing behaviors.
Health psychology specialists at Atlantis Healthcare use
the COM-B model to assess the beliefs behind each patient’s
non-adherence in order to develop targeted interventions that
address those specific barriers. The result is the development of
customized, relevant interventions to improve adherence long
term and help patients better self-manage their condition.
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STRATEGIES
Create Compelling User Experiences
Increasing Customer Centricity
Cadient
Chris Mycek, Chief Customer Officer
[email protected]
Cadient is bringing a new approach to digital marketing
innovation to market. Why? Because life sciences companies
around the world have significantly increased their emphasis
on web, mobile and social engagement with all of their
stakeholders, while increasingly leveraging enterprise-level
analytics to drive a customer-centric approach to marketing
and sales. This structural disruption is necessary as marketing
services enable new digital ways for companies to engage with
patients and providers and create compelling user experiences.
As part of the Multichannel Marketing Strategic Growth
Organization within the Cognizant Life Sciences practice,
Cadient is squarely focused on customer centricity, insights,
analytics and responsive design. The combined capabilities
of Cadient’s digital specialists and Cognizant’s Life Sciences
technology services organization can collectively explore
what Cognizant calls Code Halos. These digital footprints will
help both life sciences and broader healthcare companies to
increase customer centricity and gain competitive advantage
by managing the information that surrounds people, products,
organizations and processes. Cadient supports its customers by
creatively and effectively applying the knowledge gained from
insights to answer, and ultimately, to anticipate user needs
through richer, more personalized brand experiences.
Cadient also recently built a state-of-the-art user-experience
research lab within their new office space in Malvern, PA,
an emerging hub for life sciences and technology companies
in the Philadelphia region. Through these efforts, Cadient is
re-imagining experiences for healthcare providers, patients,
clinicians and other life sciences stakeholders.
Transform the Marketing Approach
DUDNITION
Dudnyk
Heather Aton, Chief Innovation Officer
[email protected]
While Dudnyk is uniquely positioned to work with
specialty clients who depend heavily on strategic and novel
ideas, the firm is also independently owned and therefore
has the latitude to make decisions quickly and intelligently.
And 2014 has been an explosive and truly innovative year.
The company methodically integrated carefully chosen
outside talent across departments with its stronghold of
tenured employees to influence new ways of thinking and
constructively evolve historical ideas.
Through its 2014 DUDNITION initiative, Dudnyk
has undergone business transformation in the areas of
network marketing, experience and content strategy, and
organizational management. The initiative employs multiple
experimentation work streams, including: Crowd-sourced
creative development for client brands; new research and
listening tools; active analytics monitoring and storytelling;
and more.
Dudnyk has also evolved its classic AOR traffic function
in favor of more agile methods of workflow management
and creative development, opening up space for even bigger
business ideas. Iterative experiments allow Dudnyk’s
leadership to learn from what works, what doesn’t and to
refine accordingly.
The firm is also looking to advance the way healthcare
marketing is done, to incite the most motivating brand
experiences, and to help clients move away from older
funnel marketing models and outdated verticals that can’t
survive in today’s dynamically evolving business world.
12/2/14 2:51 PM
2014
Create Breakthrough Customer Experiences
Healthcare Service Design
Havas Lynx
Larry Mickelberg, President, Havas Lynx US
[email protected]
This past year, Havas Lynx redesigned its entire agency offering
around an innovative activation methodology that works from
the inside out, starting with the customer experience and then
designing relevant, consistent, on-strategy tactics targeting
specific points of need along the customer’s journey with the
brand. The agency’s goal: To redefine the role of the marketing
agency in the health ecosystem.
It’s called Healthcare Service Design—and this emerging
discipline is rooted in a new understanding: There is no such
thing as isolated interactions between users, brand and the
contexts in which the brand appears. Customers mentally
meld all their fragmentary, moment-by-moment impressions
of interactions together into one overall impression. Healthcare
Service Design is about brand owners and marketers building a
true whole picture view and using it to create more valuable
service-oriented experiences for customers. It’s set to be a
major force in healthcare, and in practical terms it can be
described in four stages.
1. Develop deep patient perspective (understand what the
patient is experiencing).
2. Understand your current brand/service in relation to
the condition concerned.
3. Identify desired brand/service outcomes and patient
behaviors.
4. Design and build a service.
The agency’s Healthcare Service Design process ensures that
every touch point, across channels, contributes to enabling or
changing a critical health behavior, teaming HCPs, patients and
caregivers in entirely new ways to reveal and deliver entirely
new service offerings that will define and build the health
experience of the next decade.
Tracking Injectables Adherence
Combining Patient Engagement SaaS with
Drug Delivery Systems
HealthPrize Technologies
Katrina Firlik, MD, Co-founder and Chief Medical Officer
[email protected]
An innovative collaboration between HealthPrize Technologies and West
Pharmaceutical Services will transform a patient’s relationship with their
injectable medications for chronic conditions. HealthPrize’s Software-asa-Service (SaaS) medication adherence and patient engagement platform
will be linked to West’s injectable drug delivery systems to provide an
end-to-end connected health solution to pharmaceutical companies and
the patients they serve.
The combined offering will provide electronically connected drug
delivery systems that track when patients take their medication; educate
and engage patients to increase adherence and medical literacy; and
reward them for compliance with their prescribed regimen.
The HealthPrize platform leverages a combination of gamification,
behavioral economic concepts, education and rewards to maximize
motivational impact. Patients enrolled in HealthPrize programs
demonstrate persistently high engagement rates and materially
higher adherence rates, nearly 50% higher than baseline, on average.
In collaboration with West, HealthPrize will also offer real-time
verification of medication usage via wireless connection to West’s
drug delivery systems, including various biologics and other selfinjected therapies. West intends to develop system technology
that will allow both West drug delivery systems as well as existing
drug delivery devices of other manufacturers to interface with the
HealthPrize software.
West is a leader in drug containment and delivery systems and is one
of the largest contract manufacturers of pens and auto-injectors globally,
producing more than 100 million of these devices each year.
Although executing upon the collaboration poses challenges inherent
in linking a complex device with software within the regulatory
constraints of healthcare and the pharmaceutical industry, both
companies are well poised to meet the challenge.
12/2/14 2:51 PM
STRATEGIES
3D Booth Design
Oculus Rift
Klick Health
Keith Liu, VP Klick Labs
[email protected]
Klick Health recently expanded Klick Labs to further
innovate using rapid software prototyping tools and new
fabrication technologies, such as 3D scanning and printing.
Klick is working with emerging devices and technologies,
including wearables, micro-location beacons, motion
controllers, and virtual and augmented reality interfaces, in
addition to new ethnographic research techniques.
Among Klick’s latest innovations is using Oculus Rift
to rethink how companies approach their trade-show
booths. Designing a conference or trade-show booth is as
much art as it is architectural science. Traditional means
of planning (diagrams, layout plans, etc.) are useful for
execution, but will the booth be effective at attracting and
retaining visitors?
Oculus Rift, recently acquired by Facebook for $2 billion,
is an immersive headset that fills your vision with a virtual
reality scene that fools the brain into thinking it’s been
transported to a different place. This allows the agency’s
expert 3D modelers to create the booth using pixels and
polygons and move the space around in real time—allowing
clients to rapidly iterate on design and layout.
Clients can see their booth framework, fixtures, signage,
décor and any other element fully staged to gain a real sense
of how their booth will look and integrate within the overall
exhibition floor—without having to commit to expensive
fabrication and construction. Ultimately this gives Klick’s
clients added peace of mind and efficiencies in bringing
their vision to life.
Scale Personalized Health Experiences
Addressable Customer Experience
Merkle
Owen McCorry, SVP
[email protected]
Personalization is an expected mainstay for top digital
properties across the web—outside of health. Getting relevant
digital health experiences in the moment of truth today is
more difficult. Merkle’s Life Sciences practice seeks to change
all that. Marketers have piloted personalization—and today that
opportunity can be scaled. Mass personalization of health
content for patients, caregivers and healthcare professionals
requires smarter frameworks and greater discipline to convert
digital exhaust into the success factors that empower health
entities to provide relief to millions of individual patients.
Ensuring the right experience can be adjusted, delivered
and optimized in real time in a highly scalable way is
how Merkle has rationalized the ad tech stack across the
industry. The good news: A fast-growing foundation of
Big Data and insights can be accessed to provide unique
breakthrough ideas and executional ability to power first
movers and sustain competitive advantage at the same rapid
pace of change.
Merkle’s approach, the Addressable Customer
Experience, is defined through the 3C’s: Context, content
and connectivity. Context is driven by detailed knowledge
of consumers as well as their behaviors, motivations and
location (physical or digital). Content refers to the unbranded
and brand stories, offers and engagements relevant within
the context of the dynamic patient-physician conversation.
Connectivity is the integration, targeting and tracking of
the addressable platforms to bring context and content
together. Healthcare marketing is entering its most exciting
transformation yet.
12/2/14 2:52 PM
COMPANIES
Pioneering organizations that are just starting to make their mark on the
industry—all have been in operation for five years or less or underwent a
strategic re-launch during that same period.
Empathy-Driven Marketing
Calcium
Steven Michaelson, Chief Executive Officer
[email protected]
In today’s healthscape, maximizing engagement is all
about achieving the highest levels of empathy. It’s no
longer enough to know that your audience has disorder
A, treats disease B, uses app C, visits website D or scans
journal E. It’s now vital to understand the underlying
psychological and emotional forces that are so critical
in driving behavior. Knowing what customers do is
important; but knowing why they do it is arguably even
more important.
Calcium goes beyond sending a sophisticated and
targeted message through a well-frequented channel.
Instead, the agency discovers the “persuasion levers:”
along the healthcare journey that spur real action. High
prescribers don’t spend all day thinking about what to
prescribe! That is why it is so important to identify those
critical moments when they do think about it, and when
they are receptive to a brand message. It is these decisive
moments that Calcium seeks to own.
Calcium’s approach to content development bears
this out. At the heart of every impression, there is an
exchange—a transaction. The agency offers compelling
content in exchange for a few critical moments of a
viewer’s or reader’s attention. Such content can be
entertaining, educational, practical, emotional or—
ideally—all of the above. It can take the form of practice
management tools, video, apps—even print! Great content
brings value to a carefully targeted audience at a point
in time. And that’s the secret to success: Engage with
empathy, feed the need, deliver value.
Out-mobilize Your Competitors
Catavolt Inc.
Eric Martin, Director of Content
[email protected]
Catavolt Inc.’s enterprise application mobility
platform helps companies out-mobilize their
competitors by creating mobile apps quickly that are
personalized for users, secure and deliver meaningful
business outcomes in 60 days or less.
The Catavolt platform is used by a wide range
of industries, particularly those that rely on
information for their value chain to manage supply
or demand. Catavolt has extensive experience in
the pharmaceutical industry and earlier this year
announced it had implemented an innovative
solution to solve a complex and challenging mobile
workflow issue for UCB, Inc.
UCB is a global manufacturer of medicines for
people with severe diseases of the immune and
central nervous systems. UCB uses Catavolt to
connect its U.S. mobile field force through the cloud
with multiple back end systems, and create workflow
applications to improve collaboration. This new
workflow application, created in days, enables the
field force to communicate and transfer information
to the right corporate office-based group—saving
time and increasing productivity.
According to UCB officials, the Catavolt solution
has enabled the company’s field staff to access the
right information, at the right time, to meet its
customer’s needs in a rapidly changing healthcare
industry.
12/1/14 11:28 PM
2014
Disrupting the Respiratory Care Spectrum
CoheroHealth
Melissa Manice, CEO, Co-founder
[email protected]
Twitter: @CoHeroHealth
CoheroHealth brings an innovative and integrated platform
solution to the respiratory market (affecting 50 million
Americans), introducing comprehensive state-of-the-art
mobile lung function and adherence devices to transform care
management and clinical decision-making.
The company’s form flexible wireless sensor-based technology
bolts onto existing Rx equipment and interfaces with a gamebased mobile application, AsthmaHero, to motivate and track
compliance, generate customized engagement data and reward
improved user behavior. For care managers, the HIPAA-compliant
server integrates with existing EMR systems (e.g., EPIC) to
automatically integrate lung function, environmental and
between-visit, patient-specific adherence data directly into a
patient’s e-files. Further, the company’s next-generation device,
the SmartSpacer, combines two embedded sensors with an inhaler
spacer to improve metered dose inhaler medication delivery and
track lung function. Additionally, a motion sensor is used to track
medication compliance and capture quality of administration.
Cohero not only provides patients with progressive tools and
technology to self-manage their respiratory condition, but they
also offer:
• Pharma real-time product consumption/engagement
data, an understanding of product use and ability to drive
improved adherence and persistence.
• Physicians with a complete inter-visit picture of adherence
and lung function.
• Payers/Providers with improved treatment and reduced
costs through optimal reduction of avoidable clinical
encounters.
• Relatives/Caregivers with the power to monitor and
improve care.
Cohero’s connected health services sit squarely at the
intersection of patient engagement and revolutionary respiratory
tracking devices, enabling sustained improved health outcomes
and a strong ROI for all stakeholders.
Efficiency On Demand
Create NYC
Natalie McDonald, Founder and President
[email protected]
Gone are the days of big budgets and big teams.
Create NYC is an innovative model agency uniquely
conceived to serve the rapidly changing healthcare
industry. This advertising agency is dedicated
exclusively to efficiency as measured by client
timelines and budgets in addition to creating quality
tactics. Create NYC has set out to redefine efficiency
for today’s industry through its unique on-demand
model and flat-fee approach, which sets it apart from
traditional agencies.
To achieve this efficiency, Create NYC has built
their Creator Hub, a hand-selected database of over
100 experienced creative talents of all disciplines in the
business. Working with these seasoned professionals
on a flat fee ensures that each project is accomplished
with incredible speed and accuracy the first time,
always with short timelines.
Create NYC also provides unparalleled costeffectiveness. This is achieved via a flat-fee model of
risk sharing, which incentivizes Create NYC to deliver
excellent work that is not only on time but also within
budget.
Create NYC currently supports a range of
pharmaceutical companies including Pfizer,
AstraZeneca and Sanofi. At Pfizer alone in 2014, Create
NYC supported more than 30 brands as sole agency
to a brand, AOR partner agency to a brand, or agency
partner to a portfolio of brands. In less than five years,
Create NYC has achieved annual sales that will exceed
$10 million.
12/1/14 11:29 PM
COMPANIES
Improved Shared Medical Decisions
Decisive Health
Nathanael Rosidi, Partnerships Contact
[email protected]
Decisive Health has a patient-centric platform that helps
physicians and patients better collaborate together to
make shared medical decisions. The company enables
patients to voice their concerns, goals and preferences as
it relates to all the treatment outcomes and risks.
For example, in oncology each type of cancer has
multiple treatment options that are influenced by the
patient’s medical situation as well as the patient’s
personal priorities. Decisive Health allows doctors to
fully customize the medical information that patients
view and enables patients to evaluate their concerns
relating to the outcomes and risks involved with each
available treatment option, enabling more efficient
consultations that leave the patient engaged and
satisfied with their care.
Decisive Health also ensured that their platform is not
only patient-centric but also physician friendly. With
the help of medical advisors, the company designed
a platform that is easy for patients to understand and
allows physicians full control of the patient education
and treatment option offerings. This helps to reduce
the amount of consultation time needed to educate the
patient about their medical condition and treatment
options. The work is accomplished before the patient
and physician meet—enabling a more personalized and
structured discussion.
Data Analysis With a Human Touch
Feedback
Jeff Thompson, President & CEO
[email protected]
Feedback is a leading digital and social media firm
specializing in ethnographic research, strategy
development and innovative digital communications,
delivering significantly stronger results from betterinformed creative executions. Pharmaceutical companies
often employ general, temperature-taking dashboard tools
that ignore the actual chatter of patients and families and
instead focus on channels in which the least amount of
sentiment resides, inaccurately portrayed by algorithms.
Feedback provides a unique global service employing
actual human beings to understand the context,
behaviors, influence and content of target audiences.
For pharmaceutical clients this could mean everything
from understanding the broad context of a brand versus
its competitors to something far more succinct such as
the answer to a very specific question (e.g., “What is the
physician relationship like with the mothers of teenage
daughters with mild to severe asthma?”).
Feedback was founded to support leading brands,
healthcare organizations, creative agencies and marketing
organizations that needed additional firepower in the
research, strategy and digital implementation space.
Their focus is on discovering key truths about clients’
brands and their customers through the use of realtime, qualitative research techniques. The company’s
unique HumanFilter system, allows their sociologists,
anthropologists, psychologists and hand-trained
researchers to provide deep-dive research services
that incorporate word-of-mouth analysis, message
board reviews, online alerts, distinct geographic and
demographic study, influencer studies and other human
analysis that delivers useful, actionable insights that
pharma clients can’t find elsewhere.
12/1/14 11:29 PM
2014
Built on Consumer-Centricity
Hypertonic
Jay Patel, Director of Strategic Accounts
[email protected]
While the industry moves towards a consumer-centric model,
agencies find themselves scrambling to grow and adapt
accordingly. Hypertonic, on the other hand, was forged from
this model and is now poised to flourish in the rapidly evolving
consumer-centric health landscape. Hypertonic’s process starts
and ends with the consumer. Whether that consumer is a
doctor, patient or advocacy group, real-time insights inform
better strategies and allow for a perpetual loop of optimization.
Hypertonic’s proprietary tool Beacon, parses through millions of
social conversations to hone in on those that are relevant, while
generating actionable insights.
The greatest challenges faced in introducing truly engaging
social health strategies and tactics are the demand for timerelevant content in a regulated environment and bilateral
dialogue. For years, agencies grappled with challenges like this.
Now as the demand for social executions in health has reached
critical mass, Hypertonic—already trusted for quantifiable data
and strategy—can seamlessly execute social tactics. The agency
is consistently able to deliver on the promise of social health by
showing clients that their brand narrative, amidst a consumercentric environment, must take into account the unique needs
of the audience. This means informing the patient journey,
identifying key segments to target or retarget, trial recruitment
and content creation. The industry is undergoing a complete
paradigm shift and needs agencies that have been built on
consumer-centricity rather than conform to it.
DTC Social Targeting Leader
Liquid Grids
Malcolm Bohm, President & CEO
[email protected]
Liquid Grids was founded in 2010 with the objective of
simplifying the complexity of online disease dialogue
and making it strategically actionable. Their mission:
Become the leader of Social Health Intelligence
by providing the most advanced and predictive
intelligence about healthcare consumers available. And
to enable the healthcare industry to target consumers
online, motivate them to adopt healthier lifestyles and
more effectively manage chronic illnesses, resulting in
better health outcomes and significant cost savings to
the system.
In order to help accomplish these goals, Liquid
Grids recently introduced its unique Direct to Persona
marketing platform. This revolutionary marketing
solution directly connects the healthcare personas
identified by the company’s Social Health Intelligence
platform with highly relevant information and clear
calls to action that drive predictable returns on
investment.
In case you were wondering, the Social Health
Intelligence platform finds and classifies the primary
personas for a given disease, yielding deep insights on
their attributes, characteristics, demographics and the
specific topics of discussion. These insights drive the
development of hyper-targeted content and ads using
keywords and imagery that appeal to the exact target
personas.
This platform addresses the pain points of finding
relevant disease dialogue online, primarily from
the social networks, and making this information
strategically actionable in the form of highly scalable
digital advertising campaigns that deliver measurable
and repeatable return on investment. Liquid Grids
offers either managed services or access to its self-serve
platform.
12/5/14 12:52 PM
COMPANIES
R&D Made Easy
Miroculus
Alejandro Tocigl, CEO
[email protected]
To truly understand complex diseases, researchers have
to analyze molecular events across genes, proteins and
cells—along with other contextual information. Since
the market doesn’t offer a start-to-finish platform that
is both accurate and affordable for drug discovery and
development, this process takes time and can cost
millions or even billions of dollars.
Miroculus might just change all of that with its new
easy-to-use and affordable microRNA detection platform.
Since they were first discovered in 1993, microRNAs
have been used as biomarkers to detect the presence of
diseases. Even better, unique combinations of microRNAs
released in the bloodstream can give insight on the exact
type of the disease and its severity as well as be used to
monitor the success of a treatment and watch out for
recurrence.
microRNA detection, however, is often associated with
high costs and slow turnaround times. But Miroculus’
platform works in three easy steps. 1) The total RNA is
extracted from a sample of the patient’s blood, combined
with the company’s master mix and pipetted into a 96well plate coated with a chemical reagent that acts like a
trap for the potential discovery of each microRNA. 2) The
plate is loaded into Miroculus’ device, which takes about
60 minutes to run the reaction. 3) Users log-in to the
company’s data analysis platform to visualize the results.
There is no need for a specialized technician or expensive
lab machinery. With just a sample of blood, you can not
only gain insight into how a disease works but also the
effectiveness of your treatment.
RX
DATA
Bloomberg of Pharma
RxData
Lawrence Monoson, Co-Founder & CEO
[email protected]
Pharma companies are struggling as payers are
getting the upper hand due to rising healthcare
costs. Worldwide markets are pricing and
restricting therapeutic drugs based on value, and
there is no single platform that monitors all of these
changes.
Developing a successful lifecycle strategy for
a pharma product is extremely challenging: The
quantity of relevant input data is enormous,
fragmented and has to be obtained and analyzed
manually from hundreds of sources taking hundreds
of hours.
RxData provides pharma companies with the
most up-to-date and comprehensive database of
drug costs and insurance coverage globally—with
RxData, market access and pricing research can be
performed in a matter of seconds.
RxData also provides real-time access to pricing,
market access and regulatory information across
more than 20 countries to inform strategic decisions
from clinical trial development to commercialization
and loss of exclusivity.
The company is currently developing predictive
algorithms to provide insights into the potential
success of a pharma product. Through innovation,
RxData drives efficiency, cost savings and
communication across teams. The company
recently completed Blueprint Health, one of the
most important healthcare accelerators, and the
healthtech community has started to refer to them as
the “Bloomberg of Pharma.”
Miroculus’s three founders, from left to right: Jorge Soto, CTO;
Fay Christodoulou, CSO; Alejandro Tocigl, CEO.
12/1/14 11:31 PM
2014
Printing Human Organs
TeVido BioDevices
Laura Bosworth, CEO
[email protected]
Two emerging fields of science have brought new
excitement to the healthcare industry. The combination
of tissue engineering and 3D bio-printing has led to
custom built bone, cartilage and skin. The hope is
that someday, companies will even be able to produce
whole organs needed for transplantation—removing
the need for organ donors. While this is happening
now to a certain extent, the science is still decades
away due to the complex biological functions of a
human’s liver or kidney.
However, within 5 to 10 years, TeVido BioDevices
aims to solve some of the vexing challenges in breast
reconstruction by creating custom 3D bio-printed
implants from a woman’s own cells. The first product
is targeted to improve nipple reconstruction and later
fill lumpectomies and other fat grafting needs such
as improvements in breast contouring during mound
reconstruction. The long-term effect of removal of the
breast can be crippling to a woman’s self-esteem, sense
of femininity and her quality of life. Thirty-four years
ago the five-year survival rate for women with breast
cancer was 74%. Today, that number is 99%—due to
earlier detection and better treatments. Long-term
quality of life is therefore critical in care and treatment
for the nearly one in eight women who will hear the
words, “You have breast cancer.” With these bioprinted implants, TeVido is starting the journey to
make life better for survivors.
Revolutionizing Clinical Research
TransCelerate BioPharma Inc.
Dalvir Gill, Chief Executive Officer
[email protected]
TransCelerate BioPharma Inc. was launched in 2012 as
a non-profit organization with a mission to collaborate
across the biopharmaceutical research and development
community to identify, prioritize, design and facilitate the
implementation of solutions to drive efficient, effective
and high-quality delivery of new medicines. Current
membership includes 19 major pharmaceutical companies:
AbbVie, Actavis, Allergan, AstraZeneca, Astellas, Biogen
Idec, Boehringer Ingelheim, Bristol-Myers Squibb, Cubist,
EMD Serono, GlaxoSmithKline, Johnson & Johnson,
Lilly, Medgenics, Pfizer, Roche, Sanofi, Shionogi and UCB
Pharma—all with the vision of accelerating and enhancing
the research and development of innovative new therapies.
Since inception, TransCelerate has innovated clinical
operations by:
• Launching a framework for Mutually Recognized
GCP Training and additional non-protocol specific
forms for clinical trials.
• Establishing a method and approach to high-quality
Risk-Based Monitoring.
• Supporting the development and launch of
industry-wide Therapeutic Area Data Standards
through a partnership with the Coalition for
Accelerating Standards and Therapies (CFAST).
• Launching a Drug Comparator Network that
allows member companies to purchase approved
drugs directly from each other for clinical trials and
thereby ensure a safe, secure and reliable supply of
comparator drugs.
Next year, TransCelerate will launch the Shared
Investigator Platform, a revolutionary portal that will
provide a single sign-on capability for clinical investigators
to access study-related information across multiple
sponsors. With a multi-year strategic roadmap in mind,
TransCelerate seeks to shift the clinical trials execution
paradigm one step at a time.
12/1/14 11:31 PM
DIVISIONS
Formed to address a particular problem facing the industry
or to provide a new service that marketers need.
Evolutionary Sales and Marketing
Strategic Account Business Unit (SABU)
Astellas Pharma US
Nicole Sasanuma, Senior Associate,
Business Communications and Advocacy
[email protected]
There’s a “perfect storm” of change taking place in the
U.S. healthcare system—including cost containment,
an economy that continues to be constrained, an aging
population and the rapid advancement of new technology.
One way Astellas is transforming to better reflect
the evolving landscape and provide value-based
service to better meet customer’s needs is through the
Strategic Account Business Unit (SABU), the company’s
evolutionary sales and marketing strategy, which has
teams in five unique regional markets: The Pacific
Northwest, Los Angeles, Dallas, Pittsburg and Boston.
SABU colleagues focus on understanding the unique
needs of Astellas’ customers and identifying how the
company can better deliver value-based products and
services that will advance patient care. Some focus on
engaging decision-makers on healthcare outcomes,
quality and the economic burden of disease states.
Others lead value proposition teams to understand
and develop solutions based on varying customer
sophistication and needs.
An evolution of the traditional pharma sales model
is vital not just because of changes at the macro level,
but also due to the increased consolidation of health
delivery networks and a growing emphasis on delivery
efficiency and outcomes. Per Bob Chib, SABU Executive
Director, “We need to accelerate our response to the
marketplace through increased customer centricity, test
new approaches to adapt and innovate, promote learning
without disrupting existing business and scale learning
throughout the organization.”
56-57 Innovation division.V3.indd 2
Rare Disease Marketing
Healthcare Vertical
Vencore
Oodaye Shukla, Chief Data Scientist
[email protected]
Rare diseases present a diagnostic challenge for doctors.
There are over 7,000 rare diseases, but because so few people
have each one, most doctors have never seen a case. With
more pharmaceutical breakthroughs getting approved, rare
disease marketers face unique challenges. They need to
understand the market for their rare disease and identify the
physicians that see these patients.
Using analytics developed in the defense community,
Vencore researchers are addressing this challenge. They have
demonstrated tangible results by mining terabytes of data and
identifying patterns to document the “patient journey.” This
helps identify physicians who see patients who may suffer
from rare diseases before they are diagnosed. By targeting these
physicians with disease awareness information, rare disease
marketers improve screening and diagnosis of patients.
This work entails many challenges, and the company
has taken safeguards to ensure that patient privacy is never
breached. The data mining challenge is also significant,
as many rare diseases have incidences of 1 in 20,000 to
50,000 people. This requires massive volumes of data and
sophisticated analytic tools to provide valuable outputs.
Pharmaceutical companies can now have greater guidance
to deploy marketing resources. Considering the progressive
nature of many rare diseases, faster time to diagnosis and
treatment is critical, providing all who work on these
marketing programs with a sense of satisfaction that they are
doing well while also doing good.
12/4/14 6:44 PM
Qualitative and Quantitative Consultancy
2014
Primary Source
Sudler and Hennessey
Tara Austraat Churik, Senior Vice President and Practice Lead
[email protected]
Healthcare Social Agency
Primary Source is a healthcare consultancy that delivers the often unexpected but
vital insights that enable you to better understand your customers, realize your
business strategy and grow in your market. Operating as a standalone division of
Sudler and Hennessey, Primary Source brings together the insight-based creativity
of a communications agency and the data-driven rigor of a consulting company. The
company takes pride in being ethnographers, 3D design-thinkers, linguists and pureplay strategy consultants.
Together they solve fundamental business problems whose solutions are
profoundly affected by a deeper understanding of human experience, expectations
and behaviors. Their unique offering is based on the synthesis of qualitative and
quantitative thinking as the primary source for creating results that resonate™ with
market needs to drive success. That is also why they promise something different: A
results-focused approach rather than the usual project-focused approach.
Likeable Health
Likeable Media
Keith Murray, Project Manager
[email protected]
In 2014, Likeable Media launched Likeable
Health, the first-ever division of the agency to
focus exclusively on delivering social media
success to healthcare brands, while remaining
within industry compliance. Since its inception,
Likeable Media has worked with different
pharma/healthcare brands and has successfully
built a strong understanding of both the social
and legal worlds that healthcare has to contend
with. Likeable Health designs a plan for your
brand that will deliver a genuine, authentic
persona on social media that is entirely planned
around maintaining the legal structure put in
place for brand protection.
Likeable offers pharma brands everything
from the development of social playbooks
for HCPs to full social media management,
including content development, community
management, advertising and social campaigns.
The agency is able to leverage positive
customer experiences, create an accessible and
approachable online customer service model
and deliver insights and recommendations
based on your social community to continuously
improve brand marketing.
56-57 Innovation division.V3.indd 3
Cross-cultural Healthcare Marketing
XL Healthcare
XL Alliance
Lili Gil Valletta, Managing Partner
[email protected]
Understanding the health needs of a multicultural America is
a challenging task even for seasoned marketers. To help the
industry bridge this gap, cross-cultural marketing agency XL
Alliance launched XL Healthcare, a full-service division aimed at
engaging America’s diverse consumers and patients.
This specialized unit offers solutions for business strategy,
research and planning; marketing, advertising and public
relations; and mobile, digital and social experiences. The agency’s
team represents more than a dozen countries and six languages,
and its management team comprises 100% former healthcare and
corporate clients. With its combined healthcare, marketing and
cultural expertise, XL Healthcare is uniquely positioned to drive
its clients’ sales growth by tapping into the often-overlooked
diverse patient.
XL Alliance has mastered the ability to connect with
multicultural audiences using its proprietary Cultural
Intelligence™ methodology, which dives deep into the mindset
of consumers by recognizing the cultural cues that move their
hearts, then connecting with their minds, and ultimately, opening
their wallets.
12/4/14 6:45 PM
PRODUCTS
Cutting-edge software, apps, programs and anything else designed
to help life science marketers become more successful.
Personalized Patient Education
Custom On-Demand Education (CODETM)
Artcraft Health
Marc Sirockman, Executive Vice President &
General Manager
[email protected]
At Artcraft Health, our mission is to create a service or
product that serves and supports both physicians and
patients to ensure that each patient adheres to treatment.
Our response to this challenge is our Custom On-Demand
Education (CODE) program. This innovative product
extends beyond the traditional approaches to physician
and patient support by creating an educational experience
for both audiences while enhancing the rep and HCP
relationship. CODE delivers education at the point of care
and in between office visits by teaching patients about
their disease and providing tools and tips to facilitate
adherence and promote health and wellness.
As patients have become active decision makers in
their own health outcomes, generalized marketing
strategies will no longer be effective. Rather than focus on
widespread promotional messages, healthcare marketing
strategies must now be built on education-based
programs with custom content, messaging and design
targeted directly to individual patients. This product
combines all of those into a traditional or digital format
that is crafted for the individual patient and delivers
relevant and useful information where and when he or
she needs it most. Reps can walk physicians through the
program’s simple drag-and-drop navigation on an iPad
and help them select from different options in order to
build personalized patient educational materials. This
personal touch not only improves the rep-physician
relationship but also leads to better discussions between
physicians and their patients.
58-64 products.V2.indd 2
Reduce Rx Abandonment
Easy Save
PSKW
Chris Dowd, EVP, Market and Product Development
[email protected]
PSKW’s newest co-pay assistance channel offering, Easy Save,
is leading a revolution in the delivery of co-pay assistance. Easy
Save is an in-pharmacy, in-workflow co-pay assistance solution with
pharmacist discretion. It automatically prompts pharmacists when
a particular prescription is eligible for co-pay assistance. If the
pharmacist foresees a significant risk of abandonment, he or
she simply applies the co-pay support and then explains the
manufacturer-provided savings to the patient.
Easy Save also helps to resolve Rx abandonment and poor
adherence by generating two to three more refills per patient.
Developed in partnership with Emdeon—one of the nation’s
largest financial and administrative information exchanges—
Easy Save enables pharmacists to instantly access available
co-pay assistance simply by submitting a secondary claim to a
permanent PSKW-assigned Bank Identification Number (BIN).
Easy Save enables preemptive co-pay support, giving pharmacists
the ability to avoid awkward cost-centered pharmacist/patient
exchanges and decreasing the rate of “sticker-shock” Rx
abandonment. It also:
• Generates automatic notifications that appear in the
pharmacy workflow no matter how the Rx arrives at the
pharmacy (hand-delivered, phone, fax or ePrescription).
• Is active at the time of prescription receipt—no need to
wait for patient arrival.
• Gives pharmacists the discretion to offer assistance only
when it is needed.
• Is a flexible and low-cost way to augment print-based
co-pay programs.
• Can be added to existing co-pay programs or used as a
stand-alone program.
12/1/14 11:42 PM
2014
Automating Prior Authorizations
eAuth
Allscripts
John Pigott, VP of Sales – Payer Life Sciences
[email protected]
Allscripts automates the manual, time-consuming
process of prior authorizations (PA) for medications with
Allscripts eAuth. The solution is innovative in two ways: 1)
Physicians can use it within their e-prescribing workflow.
2) It uses a prospective approach, meaning that eAuth
alerts physicians about the need for a PA as they order
medications—not after the order reaches the pharmacy
and may be denied.
The current burden to the system in time and cost is
staggering. Some estimates claim that $31 billion annually
is diverted to the mostly manual PA process. Instead of
spending days or weeks to resolve PAs, Allscripts eAuth
enables clinicians and payers to process requests in minutes.
As a result, patients have more timely access to medication,
which can increase adherence. Allscripts eAuth can also
enable pharmaceutical companies to offer a more efficient
way to transact PAs through support hubs and provider
portals.
One of the challenges in similar types of electronic
transactions is in integrating multiple Pharmacy Benefit
Management (PBM) companies and payers. Using
information from Allscripts pilot program with a large
national PBM, the National Council for Prescription Drug
Programs (NCPDP) built a standard for electronic pharmacy
transactions. Allscripts is currently working with top PBMs,
representing approximately 65% of the covered individuals
in the United States.
Changing Patient Behavior
LifeLine
Greater Than One
Elizabeth Apelles, CEO
[email protected]
Today’s health education and wellness category is becoming
increasingly saturated with “me too” offerings in wearables,
social and content syndication. Too often, products are
disconnected from the larger professional and personal human
context, and don’t add value where patients’ lives are at stake.
With this in mind, GTO and sister agency Adjacent To
One—a digital product design consultancy—have been
developing LifeLine, a new tablet-based product that drives
positive behavior change, benefitting patients, hospitals,
physicians, pharmaceutical companies and payers. LifeLine
educates patients, whose health and disease states are in
their own hands, using rich anatomical visualization; engages
patients through messaging based on a predictive modeling and
behavioral economics; and energizes patients through unique
partnerships that extend adherence and patient, nurse and
provider satisfaction.
LifeLine’s product team believes that innovation through digital
design and technology solves human problems. They are working
to prove that through a year-long pilot of LifeLine with Novant
Health (ending April 2015) focused on point of care patient
education that integrates with HCPs’ clinical workflows.
The results so far have been promising. Nurses report callbacks from discharged patients who now understand their
condition and why they need to make positive lifestyle changes.
There’s been a drop in 30-day readmission rates for pilot patients.
And, based on initial findings, there’s a potential benefit that
was never originally considered: There may be an impact on the
number of patients who quit smoking.
12/1/14 11:43 PM
PRODUCTS
Optimizing Local Sales Strategies
Nexxus Performance Mobile Sales
IMS Health
John Daly, Sr. Principal, U.S. Pharma Solutions
[email protected]
In August 2014, IMS Health introduced Nexxus Performance
Mobile Sales, a mobile sales and marketing effectiveness
solution that allows life sciences companies to optimize
and execute brand strategies at local levels.
Mobile Sales embeds a unique new level of strategically
aligned territory analytics into each representative’s
territory management by delivering just-in-time, locally
relevant insights to their tablets. The patent-pending
“Next Best Customer” methodology helps prioritize
customer visits based on brand strategy analytics, local
customer dynamics and multiple data sources, including
targeted prescriber behavior, payer influence, territory
sales trends and proximity.
Additionally, voice-command technology, plus intuitive
prompts and actions, allow teams to deliver greater value
and spend more time with customers. Automated alerts
about customer trends, payer opportunities and gaps in
execution for each specific territory eliminate the need for
sales teams to translate national strategy, review disparate
data or run queries or reports.
One thing that should be clear is that Mobile Sales is
not just another data reporting or SFA system—even
though it does tightly interact with SFA/CRM systems.
However, Mobile Sales does promote a strategic approach
to customer engagement. And to ensure this product
differentiation, IMS Health engages clients around the
localization of national brand strategy for consistent field
sales execution—well beyond today’s current life science
SFA capabilities.
Siri For Healthcare
Alme Health Coach
Next IT
Linzi Davis, Marketing Manager
[email protected]
Alme Health Coach is a new intelligent product built on
Next IT’s Alme Platform to help patients and doctors
manage chronic diseases.
The product powers artificially intelligent assistants
built to engage, guide and coach patients as they manage
their health outside of the doctor’s office. This is one
of the most focused applications of A.I. available in the
healthcare space.
To be clear, this is not another fitness tracker. This is
about managing specific, complicated chronic disease
for patients by closing the communication gap between
visits with providers. For patients with MS, hemophilia,
diabetes or many other conditions that require complex
daily treatment, Alme Health Coach assistants can guide
adherence to treatment plans, register side-effects and
changes for patients, and provide critical information
feedback between doctor and patient. Each assistant
is trained to understand a specific disease and match
the needs of the pharmaceutical company. It also helps
enable doctors to scale care by arming them with
actionable data.
Alme Health Coach is offered to pharmaceutical
companies in order to provide them with a competitive
edge. By offering this tool to doctors, pharma companies
are helping to close the communication gap between
doctors and patients while improving adherence.
12/1/14 11:43 PM
2014
Customized Wellness Experience
Aspire
PulseCX
Kurt Mueller, Chief Innovation Officer
[email protected]
As part of a strategic partnership with Adobe Systems, PulseCX built
the proprietary Aspire platform, an immersive wellness experience
that allows the agency to customize future messages, content and
offers based on an individual’s preferences and past interactions.
This level of customization provides a more personal experience,
encourages ongoing engagement with patients, and provides valuable
aggregated data that helps the brand further refine its segmentation
and marketing strategy.
Aspire is delivered right to a consumer’s mobile device (enabling realtime communications and engagements without the need for a website
or email program) and is triggered by a “prescription” to download it
from iTunes or Google Play. This “customer experience” (CX) blends
lifestyle content, disease education, brand content and valuable offers
to offset medication costs (e.g., co-pay cards) with tools that appeal to
each patient’s wants and needs, including:
• Recipes in which users can cook side-by-side with videos of
chefs preparing the dish.
• Exercise routines along with a virtual 3D trainer.
• Geo-location maps of hiking trails and locations of restroom
facilities.
• Enabled social sharing so patients can share successes and
content and become advocates of the brand and program.
• Real-time surveys with feedback loops and coaching videos
to help patients talk to their doctors using language that brings
them together and provides the best opportunity for making the
right treatment choice.
• Connections to third-party systems to activate co-pay cards
without having to visit a separate website.
58-64 products.V2 1.indd 5
Digital Education Tool
drawMD Pulmonology
Visible Health
John Cox, CEO
[email protected]
Asthma affects nearly 26 million Americans, including 18.9
million adults and seven million children according to the
Centers for Disease Control and Prevention. More than
44% of all asthma hospitalizations are for children.
Ever tried to draw a picture for a patient depicting
asthmatic airway exacerbation? Not exactly practical.
Until now.
drawMD Pulmonology, sponsored by Boehringer
Ingelheim and supplemented by The Allergy & Asthma
Network (AAN), is an iPad app developed by Visible
Health. More than 50,000 physicians employ drawMD at
the point of care.
“The ability of patients to reach a deeper
understanding of their condition and treatments is the
top benefit of drawMD Pulmonology,” says AAN President
Tonya Winders. “Improvements in patient education
and literacy tools is a perfect application for digital health
tools. ‘A picture is worth 1,000 words.’ We use the app to
show even the youngest patients what’s happening with
their condition.”
The app is also a boon for pharma marketers. The
drawMD series now includes 18 apps, with more in the
works, which enables sponsors like Boehringer Ingelheim
to reach the highly coveted physician audience precisely
at the point of care when critical choices are made—
including medication therapies.
Even better, top apps at the point of care maximize
time spent between clinicians and patients improving
patient literacy and confidence. And with health
literacy comes adherence and with adherence comes
better outcomes.
12/5/14 12:55 PM
PRODUCTS
Eliminating Silos
Veeva Commercial Cloud
Veeva Systems Inc.
Paul Shawah, VP of Product Marketing
[email protected]
Today, data sits in many different places globally, creating
multiple versions of the truth. Disconnected systems and
channels make it difficult to align teams and coordinate
customer interactions. Content proliferation exacerbates
these obstacles, adding cost and increasing risk. Veeva
Commercial Cloud tears down the siloes to unite the most
fundamental components of a commercial operation:
Customer data, multichannel interactions and compliant
content. Veeva Commercial Cloud replaces a host of inflexible
legacy systems with one, easily accessible, cloud-based
system for all customer data and activity across channels,
geographies and customer types—a breakthrough for an
evolving life sciences landscape.
Now, every team, every partner and every region
is free to collaborate in real time with one another
unencumbered by the technologies that are supposed to
help rather than hinder progress.
Building on a foundation of solutions, Veeva Commercial
Cloud marries multichannel Veeva CRM, Veeva Network
customer master and Veeva Vault for regulated content
management to enable a fully integrated, personalized
and compliant customer experience. Deep, ever-growing
customer insights feed face-to-face, mobile, phone and
web interactions, ensuring that customers get the relevant
content and information they need—anytime, anywhere,
on any device. Veeva Commercial Cloud also delivers the
interoperability, agility and continuous innovation
required for faster time-to-market and responsiveness to
industry and regulatory changes. This allows companies
to achieve their key commercial business imperatives:
Strengthening multichannel engagement, improving
transparency and expanding globally.
Streamlining Specialty Patient Referrals
ClearSky Patient Referral iPad App
Pursuit
Peter Stark, CEO
[email protected]
Leading specialty patients from diagnosis to referral
and to treatment is a challenge that has material impact
on their health outcomes. Managing this process is a
burden to medical professionals and their office staff. To
specialty pharmaceutical companies, speed to therapy
is a critical metric that drives the topline. As such,
field professionals are playing an increasing role in this
workflow. Many now track the progress of referrals at
their customers’ offices and help mitigate bottlenecks.
Out of necessity, companies have cobbled together their
own processes, assembling and disseminating case status
data manually. The result has been a demonstration of
success paired with data lag and quality issues, resulting
in frustration for their field professionals and customers.
In an effort to understand this process and whether
innovation opportunities existed, Pursuit worked
with its clients to understand the issues and design
a solution. The work resulted in their ClearSky Patient
Referral iPad application, a new version of their
Customer Engagement application that addresses the
unique needs of the specialty market.
This specialty version of ClearSky uses reimbursement
hub data as a source to deliver iPad push alerts to the
field professional, and report referral case status at their
customer’s practices. It also allows referral managers
and field professionals to share information regarding
cases directly through the app, allowing traceability for
analysis and optimization.
12/1/14 11:45 PM
2014
A One-Voice Support Application
Card Activity Portal (or CAP)
OPUS Health
Marc Migliorini, Sr. Director, Product Marketing
[email protected]
More and more specialty products have been introduced over the
last several years. These therapies target complex, chronic conditions
including HIV, multiple sclerosis, hepatitis C and Crohn’s disease—and
often create the need for a patient support center or “HUB.” These
centers provide services such as individual education materials, nurse
support, self-injection training and other support services. However,
too often these patient support and reimbursement/co-pay programs are
developed and managed in silos. This has a negative effect on patients
by requiring them to contact disparate call centers to get necessary
information depending on whether it’s nurse support or co-pay card
balance and usage.
OPUS Health developed a solution that empowers support center
users to manage the entire patient experience. The Card Activity Portal
(or CAP) enables users to enroll and re-enroll patients, manage patient
attribute changes, trigger targeted communication and provide
necessary data for responding to benefit-related questions. CAP is an
extension of the OPUS Health claims engine providing access to real-time
patient data including card usage and balance information. Since the
technology is proprietary to OPUS Health, it can be deployed quickly
and managed with repeatable processes and integration points.
The Card Activity Portal simplifies the patient experience
by offering “one-voice” that enhances the value of the brand’s
support program.
Real-World Patient Health Informatics
Health Storylines
Self Care Catalysts Inc.
Leslie Jamison, EVP, Managing Director
[email protected]
Today’s patients know more about their diseases, medication
choices and methods of treatment and are taking more control
of disease management and treatment choices. Pharma/biotech
companies that can fill the intelligence gap currently existing in
real-time understanding of patient experience along the disease
journey can distinguish themselves from rivals and create longterm value for their customers.
Health Storylines by Self Care Catalysts Inc. is a breakthrough
technology in the field of health informatics and patient self-care.
The solution’s mobile suite empowers, engages, educates and
motivates patients to take control and make better daily decisions
about their health by tracking self-management behaviors and
routines throughout their disease journey. Simultaneously,
Health Storylines’ platform gathers critical intelligence from the
experiences of patients living with disease over time, providing
pharma/biotech companies with vital real-time insight into the
patient experience that can unlock new sources of revenue and
improve methods of care.
Data gathered by the Health Storylines Intelligence Platform is deidentified and aggregated to protect patient confidentiality while
delivering valuable health informatics to inform pharma/biotech
decision-making. The platform supports the natural way patients
want to convey their health stories, and informs and guides their
care, while collecting and aggregating data drawn from patient
stories to provide new dimensions of insight to the pharma/
biotech industries.
12/1/14 11:45 PM
PRODUCTS
True Patient Insights
TickiT
Shift Health
Dr. Sandy Whitehouse, CEO
[email protected]
TickiT, developed by Shift Health, is an interactive
mHealth platform that collects patient entered data
anywhere along the healthcare continuum. Individual
patient responses are documented in simple, concise
reports with flagged alerts, and can be aggregated for
healthcare research. TickiT’s success lies in the platform’s
intuitive, colorful user interface (UI) that blends designbased principles with healthcare expertise. Graphics and
simple text increase patient engagement by mitigating
barriers to participation, such as low literacy rates,
language and survey fatigue. TickiT has been used by top
healthcare researchers at Boston Children’s Hospital,
Brown University and Seattle Children’s Hospital.
The ability to easily capture true patient insights has
important implications for pharmaceutical research. Side
effects, convenience preferences, the patient’s response
to methods of drug administration, are all critical to
adherence and effectiveness. TickiT’s UI is also ideal for
pediatrics. The American Academy of Pediatrics Section
on Therapeutics and Technology (Fall 2013) recommends
a global re-evaluation of pediatric pharma with direct
engagement of children and youth in research. TickiT’s
high-quality data that reflects the individual’s experience
with healthcare, results in greater reach and better datacapture to inform evidence-based decision making, and
creates standards of industry best practice.
This co-creative “design for the patient” approach,
and emphasis on evidence-based research evaluation has
demonstrated value and concrete benefits through uptake
and completion rates of over 95%, as well as patients’
positive feedback and satisfaction using the platform.
Geo-medical Targeting
FocalPoint
eHealthcare Solutions
Robert Carmignani
Executive Vice President, Sales & Marketing
[email protected]
eHealthcare Solutions has launched a new and
innovative suite of products called FocalPoint. The new
suite leverages data from de-identified health insurance
claims to geo-medically target audiences segmented
by condition and/or treatment option. All FocalPoint
data is anonymized and HIPAA compliant and enables
EHS to target specific consumer populations based on
geographic propensity for a given condition. All ads are
served exclusively on approved sites to reach the client’s
target audience.
De-identified prescription targeting with FocalPoint enables
EHS to deliver geo-medical targeting with unmatched
precision to audience segments in locations with the
greatest condition density. FocalPoint offers clients
insights into the initial data sets by zip code and
impression inventory. Campaigns are then deployed
where both are maximized.
Characteristic synchronization targeting with FocalPoint
leverages custom propensity data modeling
and enables EHS to demographically target ads
exclusively to audience segments with significant
common characteristics. Data is analyzed to identify
characteristics shared by most members of a target
audience including: Income, family size, purchasing
patterns, age and more. As many as 1,500 segments can
be analyzed and distilled to create custom look-alike
models of the desired target audience.
EHS FocalPoint products are designed to effectively
identify and engage target audiences with laser precision
and minimal campaign waste. The company can then
measure, optimize and report campaign performance
in accordance with client’s media objectives through a
variety of digital capabilities to achieve maximum brand
impact.
12/1/14 11:46 PM
PEOPLE
Visionary leaders, rainmakers, trendsetters and change-agents who ensure
that the industry continues to move forward with new technologies, methods
and strategies.
2014
Customer Experience Expert
Michael Adelman
Vice President, Commercial Operations
Emergent BioSolutions
The savviest marketers in the pharma industry know they must
become the center of customer truth by connecting the brand’s
goals not only with the journeys of every patient, but with the key
impact points of targeted physicians as well. To make a successful
connection, they need to completely understand the customer
experience as it exists today. Because once a positive experience
is created and a customer becomes a “trusted advisor” to your
brand, the brand becomes synonymous with delivering value.
Michael Adelman is one of these savvy marketers. He
recognized the challenge of connecting the lifelong journeys
of those afflicted with hemophilia B to the critical support his
company has to offer. He understood that in order to create great
experiences, he must first establish some infallible ground rules:
• Understand the total view of the customers and realize
their “stories” are at the core of the decisions that affect their
lives.
• Offer a consolidated, enterprise view (versus a singleproduct view).
• Manage the “customer experience” at all touch points.
• Share information across the organization—beyond
marketing.
• Drive success for the business.
• Deliver business intelligence.
In essence, Michael knows that by making patients and
healthcare professionals the heroes in their own journeys, he will
create positive experiences that are at the core of a customer’s
willingness to engage with his brands, remain adherent to
therapy, recommend his brand to others—and never switch when
exposed to competitive promotion.
65-69 Innovation people.V2.indd 1
The Brand Builder
Julie Cottineau
Founder & CEO
BrandTwist and Brand School
How do you innovate in a highly regulated category
such as pharma? You look outside of the industry
for the twist. That’s the strategy that Julie Cottineau
follows with her brand consulting firm BrandTwist.
Julie likes to shake things up. And that’s what she did
for five years working with the ultimate entrepreneur,
Richard Branson, as the VP Brand for Virgin before
she started her own venture in 2011. BrandTwist
helps companies think and act more nimbly no matter
what their size. The secret? Looking at lessons from
well-loved brands such as Virgin, Apple, Starbucks
and twisting those lessons to create ideas that break
through in crowded categories.
Before Virgin, Julie honed her branding chops
with powerhouse agencies such as Grey Global
and Interbrand. At Interbrand, she led numerous
branding projects within healthcare such as The
American Heart Association Go Red for Women branding
as well as branding projects for Novo Nordisk and
the rebranding of C-Change (formerly the National
Dialogue on Cancer).
BrandTwist’s approach removes the “brand
blinders” that come from working day in and out
in the same category and obsessing about the
same competition. In addition to services such as
brand differentiation workshops, brand strategy,
inspirational brand safaris, naming and keynote
speaking—BrandTwist also offers a complete A to Z
brand learning program through Brand School. This
master class combines an online high-tech approach
with high-touch, one-to-one student attention and
is perfect for executives of any level. Julie can be
reached at [email protected].
12/1/14 11:48 PM
PEOPLE
Pharma’s Pioneering Change Agent
Venkat Gullapalli, MD
Founder and CEO
Medikly
Venkat Gullapalli, MD, Founder and CEO of Medikly, is a
pediatrician and serial entrepreneur who has been active in
the pharmaceutical marketing space for more than 14 years. Dr.
Gullapalli identified pharma’s decreasing face-to-face access
to physicians combined with the increasing use of online
channels by physicians, as an unprecedented opportunity for
pharma to gain a new, more significant understanding of its
audience. Determined to impact the $60 billion pharmaceutical
promotions market, Dr. Gullapalli worked tirelessly over the
past three years to build Medikly, an operating system for
pharmaceutical marketers to help track and ultimately predict
physician behavior.
Medikly is a cloud-based marketing operating system for
pharmaceutical marketers that allows them to better reach,
engage and understand physicians on an individual level,
enabling brands to find, understand and replicate their highvalue audiences.
For example, MediklyOS:
• Tracks content consumption patterns of physicians
visiting a brand’s paid, owned or earned digital assets.
• Creates a transactional, behavioral and attitudinal view
of a single physician that takes into account disparate data
sources.
• Enriches each physician profile by integrating all public
information available as well as off-line information such
as sales data, publication history, etc.
• Assigns a brand value to each physician based on level
of engagement with the brand, prescribing habits and
influence level.
Thanks to Dr. Gullapalli, pharma marketers now have an
enhanced ability to truly understand their physician audience
and make and measure their engagement decisions in real time.
He can be reached at [email protected].
The Multichannel Maestro
Boris Kushkuley
EVP, Multichannel Marketing and Consulting
Intouch Solutions
There are a lot of very smart people in the pharmaceutical
industry. Boris Kushkuley is the cream of that crop.
Boris Kushkuley heads Intouch Solutions’ multichannel
marketing practice and has more than 20 years of
multinational experience leading state-of-the-art digital,
marketing and eCRM providers in the healthcare and
pharmaceutical industries.
Russian by extraction, Boris earned a PhD in biophysics
from the Sackler Institute of Molecular Medicine in Tel
Aviv and began his career at the Weizmann Institute
of Science, designing and developing groundbreaking
online interfaces to biological databases. Later, he joined
SoftWatch, a pioneer of eCRM and disease management
solutions for the healthcare and pharmaceutical
industries.
Boris is known for building, growing and leading
energetic and innovative marketing, agency and
technology organizations. He has a strong understanding
of how business and marketing interweave with
innovation and technology. Boris’ years of multichannel
and digital strategy are complemented by his extensive,
hands-on technology experience with architecting and
building eMarketing solutions for Fortune 500 companies.
Boris recently launched INTUNE MCM, the proprietary
methodology that sets Intouch clients apart in
multichannel strategy. INTUNE MCM fuses brand,
creative, medical, CRM and analytics to create a focused
strategy, a multichannel ecosystem, and tactics to
deliver an integrated marketing mix that meets brand
needs, reaching customers at the right moment with the
right messages. He can be reached at Boris.Kushkuley@
intouchsol.com.
12/1/14 11:57 PM
2014
Patient Relations Leader
Jenn Mason
VP, Advocacy and Recruitment
Snow Companies
When Jenn Mason joined the Snow Companies, the agency
had already made itself a name in the DTP space with its
Patient Ambassador programs. Nevertheless, Jenn has clearly left
a lasting mark on the company’s profile within both the life
science industry and the patient community, bringing novel
ideas to the table.
First, Jenn reformed the outreach and recruitment
process from the ground up, implementing a new CRM and
establishing performance benchmarks. In fact, under her
auspices the team has turned into a full-fledged advocacy
relations department with an increased profile as the patient
community’s trusted partner and intermediary to the
pharmaceutical and biotech industry, preserving the Snow
Companies’ paradigm of customizing everything they do to
patient needs.
Second, Jenn established a bold new approach for
pharmaceutical and biotech companies to find that proverbial
needle in a haystack. This is most relevant in rare and orphan
disease categories, in which low numbers of patients overall
paradoxically mean high numbers of patients who remain
undiagnosed and untreated. Jenn recognized the need for
a dragnet approach to reach those diverse and dispersed
populations. She oversaw the setup of a call center that brought
connections between patients, prescribers and the life science
industry to fruition without the need for pharma clients to
undergo large investments in in-house solutions.
Jenn Mason has clearly established herself as a leader in
patient relations for the pharmaceutical and biotech industries.
She can be reached at [email protected].
A Deliverer of True Value
Herm Cukier
General Manager/VP Women’s Healthcare
Actavis
Creating a unique value proposition for a women’s
healthcare brand in today’s crowded and competitive
market is fraught with pitfalls. Many marketers
try to create clever approaches that often appear
differentiating but, in reality, are simply repackaged versions of the same. Rather than trying
to be different for different’s sake, Herm Cukier
decided to focus his team’s time and budget on four
fundamental, but significant, strategies:
1. Understand and predict current and potential
customer needs and behavior patterns across all
channels.
2. Develop and execute plans to interact with
customers and prospects in a manner that
delivers what they need, when they need it, and
how they want it.
3. Fully leverage both inbound and outbound
customer touch points to support and deliver the
optimal customer experience.
4. Transform data and analysis into business
intelligence.
By maintaining a laser focus on these four
strategies, his team was able to create added value
specific to desired experiences and support, rather
than spend time on creating better window dressing.
Working with patients and physicians to build a
roadmap of support helped create a transformational
campaign that allowed the brand to better predict
existing and future behaviors. This experiencedbased approach also helped create a trusted advisor
relationship and high degree of loyalty among
patients and healthcare professionals that became
much stronger than any “bells and whistles”
campaign could achieve.
12/1/14 11:58 PM
PEOPLE
A Merger Master
Steven Michaelson
Chief Executive Officer
Calcium
Innovators are creators. Innovation is continuous. Great chefs
do not serve the same dishes year after year. They consistently
create new ones. No different in our industry. And perhaps no
one is a better example of this than Steven Michaelson who
knows we have to change with the changing times.
This year, Steven helped merge three agencies—Star Life
Sciences, Vox Medica and Calcium NYC—together to create
one—the new Calcium. Together, these agencies are known for
their strategic thinking; creative, medical and scientific acumen;
digital technologies; and second-to-none client service.
As the CEO of the new agency, Steven is thinking beyond
developing award-winning campaigns and technological
solutions. The agency has been implementing inventive new
concepts, including:
• Being among the first to deliver a mobile-native
experience in the respiratory category, with relentless
pursuit of innovation that keeps them at the top of the
class.
• Evolving online systems to track and refine the practical
use and functionality of field force tools and detailing.
• Data-sharing partnerships to measure the impact of
promotional messages in specific message environments.
Steven makes sure his employees understand that it is no
longer innovative enough to create great strategy, creative,
message, tactical execution and just push it out to customers
through traditional and technologic delivery systems. Today,
you have to get customers to ask for your product message and
be there when they do. Because, as Steven knows, sometimes
the times are forced to change with us. He can be reached at
[email protected].
The Immersive Storyteller
Tim Nelson
Creative Director
Cadient
Tim Nelson has been innovating in the digital space
since the days when Internet cafés were considered a
cool convention experience. Over the years, regardless
of the latest technology, he is focused on crafting
unique customer experiences by bringing together
multiple avenues of communication—ranging all the
way from giant screen displays that literally dominate
the convention floor space, to immersive iPad
walkthroughs that provide personally directed levels of
engagement and learning.
For Tim, each point of customer engagement—large
or small—needs to connect the audience with the
overall story. To build engagement, at the beginning
of each project he asks, “How can we completely
immerse customers in the story?” One source of
Tim’s inspiration is theme parks such as Disney and
Universal Studios. In his eyes, the best theme park
experiences are able to engage people directly inside
a story—so much so that they don’t even realize how
much they are learning. The key is to weave the plot
directly into the flow of the ride or exhibit.
Looking forward to 2015 and beyond, Tim
envisions a marketing communication environment
in which customers can experience a seamless story
as they move from device to device. He wants to
be able to anticipate where the audience will be at
various moments during the day, and message them
appropriately. Technology is evolving fast enough so
that we can finally tell a story in a truly immersive
fashion. He can be reached at [email protected].
12/1/14 11:59 PM
The Industry Pioneer
2014
Sander Flaum
Principal
Flaum Navigators
Sander Flaum could easily rest on his laurels. After all, he established the first programs for indigent
patients, co-pay and persistency programs—all of which have become industry standards.
For example, when sales for Buspar were struggling, he started a persistency program in which
patients called an 800 number to hear physicians speak about the clinical benefits of Buspar and its
lack of side effects compared to competitors. And when Searle’s Calan CR was the third beta blocker
on the market he developed a patient guarantee program in which Searle promised to refund the cost
of the Rx and pay for the patient’s next Rx if physicians did not get the desired outcome in 14 days.
But despite these accomplishments, Sander cannot rest. His renowned creativity oozes out of his
thinking and discussions with his now select, hand-picked roster of clients as he offers suggestions
anchored in his prior experience launching and turbo-charging pharma products. He can be reached
at [email protected].
The Channel Builder
Jim O’Dea
CEO
Rx EDGE Pharmacy Networks
If you’ve ever searched the drugstore aisles, you’ve probably seen them: Dispensers that extend from
the shelf and contain printed information about pharmaceutical brands. You may be surprised to
learn that this “in-store pharmacy marketing” business has served more than 65 pharmaceutical
manufacturers since its inception in 2002, encompassing 140 brands and 67 categories in a network of
over 30,000 pharmacies!
What began as a small pilot with a Merck brand in a few CVS stores grew to what it is today
for two reasons: 1) Every program is quantitatively measured to provide data-proven impact
on prescription volume and patient value. 2) The person behind the company believed in the
premise, cultivated it and had the vision to keep it relevant in an ever-changing pharmaceutical
marketing landscape.
That person is Jim O’Dea. He has long been an ambassador for raising awareness about the
retail pharmacy’s significance as a vital healthcare destination and as an ideal channel for patient
education. Jim can be reached at [email protected].
The Talent Connector
Matthew West
Director, Talent Recruitment
Advice Personnel
Matthew West has been a talent acquisition leader in the healthcare advertising industry for nearly
two decades. Unlike other third-party recruiters, Matthew was actually born and bred in a pharma
advertising agency in a non-HR role. But what really sets Matthew apart: His passion is people.
As a former account manager at McCann Regan Campbell Ward, Matthew is fluent in all
therapeutic categories. And, having spent years as the agency’s Director of Talent Acquisition, he
is attuned to the politics of the industry as well as the personalities of the agencies’ higher-ups. He
takes the time to get to know everyone and has an uncanny ability to know where each talent would
best be served.
Currently, Matthew is working on creating a proprietary screening tool that not only evaluates skill
sets, but also hones in on personality traits that will ensure a better fit in a prospective organization.
The goal: To increase retention and productivity. Matthew is truly the talent connector of the
healthcare advertising industry. He can be reached at [email protected].
12/2/14 12:00 AM
SERVICES
The most compelling offerings from companies that meet the current needs
of life science marketers.
Deep Predictive Insights
Customer Engagement Hub
Cegedim
Drew Bustos, VP Global Communications
[email protected]
Cegedim’s Customer Engagement Hub will revolutionize the lives
of life sciences marketers. By seamlessly converging HCP data
from traditional, digital and social engagements and activity,
life sciences enterprises can draw deeper, more meaningful and
predictive insights. In a world of data overload, the Customer
Engagement Hub empowers companies to better capitalize on
historically siloed interactions systems via a centralized, easy-toaccess, scalable hub.
The hub illustrates an optimal and a personalized information
journey for each HCP—recommending the path for a greater
connection between the needs of a customer and the content
that’s presented to them. This is accomplished because the
Customer Engagement Hub reveals unseen customer behavior with
highly configurable algorithms to analyze and score customers’
behaviors. By employing cross-channel intelligence to deeply
know and profile customers/prospects in this multi-dimensional
multichannel era, the hub enables better engagement and more
effective dialogue with HCPs. As a result, the solution “closes
the marketing loop” by uncovering which mix of marketing
channels are the most successful and leverage the respective
insights for subsequent campaigns.
This represents the first step in Big Data analytics for
marketers at leading life sciences companies by moving from
purely descriptive tools to more predictive through “Machine
Learning”—enabling companies to make truly data-powered
decisions. Finally, these insights will be a key ingredient in
successful companies’ multichannel marketing strategies.
Programmatic Buying Solution
AOD Health
Publicis Health Media and VivaKi
Benjamin Visich, Media Director
[email protected]
Programmatic buying and addressable media provide
highly effective and efficient solutions to digital advertisers,
while providing relevant experiences to intended target
audiences. Until recently the healthcare and pharmaceutical
industry has been hesitant to embrace this space, due to
nuanced category-specific regulations and the reluctance
to intrude upon consumer privacy. The ability to leverage
programmatic workflow efficiencies, addressable media
and “Big Data” provides advertisers refined approaches to
hyper-targeting audiences across digital channels, while
achieving critical reach and scalability. For healthcare and
pharma advertisers to participate in this space the industry
just needed to address these nuances. Publicis Health
Media and VivaKi have done just that, by developing AOD
Health.
AOD Health is a health-centric, first-in-class programmatic
service-centered approach that combines VivaKi’s
addressable media capability with Publicis Health Media’s
healthcare-specific digital media planning and buying
expertise. This exclusive product provides clients access
to premium inventory, data and technology partnerships,
while addressing brand safety and medical regulatory
compliance requirements. AOD Health offers consolidated
management, verified technology and data, premium
inventory access, dedicated service and transparent
optimization. This product also allows clients to maintain
control of how they reach consumers and where, offering
visibility into the strategies and tactics that drive audience
engagement and ROI. AOD Health is poised to leverage the
power of health-centric data, while never breaching the
sensitivities of consumer privacy.
12/2/14 12:01 AM
2014
360° View of Customers
Concentric Health Intelligence
Concentric Health Experience
Antoinette Bobbitt, EVP, Director of Strategy
[email protected]
Concentric Health Experience expanded their innovative
service, Concentric Health Intelligence, which provides clients
such as Otsuka/Lundbeck and Medtronic a service that moves
beyond traditional research to provide actionable insights for
their brands.
Concentric Health Intelligence offers a 360° immersion process that
leverages a mix of traditional and non-traditional methodologies
to mine for insights across key stakeholders—patient, payer and
physician. Those insights are then used to create an integrated
channel strategy that considers how customers think, as well as
how they feel, to understand how best to engage.
According to Antoinette Bobbitt, EVP, Director of Strategy and
Head of Concentric Health Intelligence, this new service represents a
critical step forward for the industry. “Exploration of insights at
the intersection of the clinical, emotional and practical improves
the industry by acknowledging change and fearlessly moving
with it,” she says.
The primary challenge to leveraging this unique data,
Bobbitt adds, is influencing pace of change within the
industry. While innovators all appreciate the benefits of
transformational breakthroughs, few want to be the first to take
the risk. Concentric strives not only to show clients the benefits
of being an early adopter, but is willing to go on the journey
with them.
Many brands are already taking note. As of October 2014, 40%
of Concentric’s clients leverage Concentric Health Intelligence to create
more informed and innovative strategies.
Optimizing Multichannel Marketing
INTUNE MCM
Intouch Solutions
Joey Barnes, Vice President, Business Development
[email protected]
Since 1999, Intouch Solutions has been digital at its core,
providing the pharmaceutical industry with innovative brandbuilding solutions and strategic services. Among their newest
offerings is INTUNE MCM, the agency’s proprietary, multichannel
planning methodology.
INTUNE MCM methodology works differently. It fuses
brand planning, CRM planning and analytics, and multiple
strategies including multichannel, creative, content, digital, user
experience, global and medical. Intouch collaborates seamlessly
to create a strategic and tactical plan that balances effective
customer engagement with cost efficiencies derived from careful
planning, targeting and ongoing program optimization.
The first step is defining the brand strategy. That involves
mining for trends and insights that reveal the barriers and
drivers to achieving objectives. This is translated into a practical
marketing strategy, fine-tuned for each segment.
Intouch then designs a multichannel marketing blueprint—an
ecosystem that encompasses the customer experience and an
engagement plan across all channels for each audience.
The third step delivers an actionable, practical, multichannel
go-to-market plan that articulates integrated tactical
recommendations.
To build meaningful relationships, your brand and its
marketing mix must be in tune with customers and their
world. INTUNE MCM surrounds the customer journey with a
comprehensive and connected ecosystem with touch points that
are carefully chosen and timed based on customer needs and
preferences, market insights and brand objectives.
12/2/14 12:01 AM
2014
Earn Greater ROI
Automated Email Remail
mms, inc.
Garth Elliott, President
[email protected]
Did you know that customer engagement via email is
nearly 40 times more effective than Facebook and Twitter
combined? Were you aware that email also actively engages
nearly all prescribers it is sent to?
Email may seem old fashioned, but in terms of
customer engagement, it is right up there with the most
innovative digital customer engagement technologies—
especially mobile email. A McKinsey & Company study
even shows that sending email is still the most effective
way to acquire customers.
Fully 51% of smartphone users open these emails,
according to Inbox Marketer, so it’s not surprising that
today’s email marketers employ best responsive design
practices and are more streamlined and strategic with
their messaging
mms is one such company positioned on the cutting
edge of digital innovation across all platforms and media.
They are pushing the email envelope to help deliver
messages more efficiently and effectively. From creating
the perfect email to guaranteeing that your emails are
opened, mms works to help companies earn the ROI that
email continually achieves. Strategies including mms’
Automated Email Remail also increase open rates 50% by
retargeting prescribers who don’t interact with an initial
email deployment.
THE NEXT BIG THING—KNOWING YOUR CUSTOMER
In 2015, mms will push the envelope even further to
enable product teams to target actively engaged prescribers
across all digital media. So stay tuned.
Personal Patient Stories
Live BOLD, Live NOW
Remedy Health Media
Jim Curtis, Chief Strategy Officer & Chief Revenue Officer
[email protected]
To connect with patients and improve action and engagement
metrics, Remedy Health Media developed innovative strategies
to present condition-specific patient education. Remedy created
Live BOLD, Live NOW, an empowerment initiative that positively
influences health-seekers through personal stories of triumph over
disease to tap into the power of emotional marketing.
Real patients and experts—through an industry unique
execution of beautifully produced video, editorial, animation
and tools—share intimate stories about living boldly with their
health condition. These compelling and inspiring stories motivate
patients like them to take more action to better their health and
overcome challenges.
The emotionally charged multi-media pieces—combined with
data targeting—have proven to be a powerful resource for patients
and a great environment for pharmaceutical manufacturers. The
programs have generated significantly greater engagement with
KPIs than standard content. For example, research shows that
Live BOLD, Live NOW patients were three times more likely to
request a prescription from their doctor by brand name.
More work goes into creating an emotional and immersive
experience than industry standard flat condition content. So
Remedy diligently scouted out patients with compelling stories
that truly inspire other patients and sought out partners for
funding. After months of technical work, casting and partnership
discussions, the project was a success. The program proved
that having an emotional connection with the audience not only
inspires patients, but it fosters brand loyalty and scrip lift.
Reprinted from PM360, The Essential Resource for Pharma Marketers,. Copyright December 2014 by AMS Group, LLC. All Rights Reserved.

PM360 Innovators in Pharma Marketing 2014

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