Date post: | 04-Aug-2015 |
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Marketing |
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Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted
A Prescription for Effective Marketing
Aligning HCPs with the Patient Experience
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@MarilynECox
If I couldn’t be a Modern Marketer, I would be a professional wrestler with the
WWE
@KQJunio
If I couldn’t be a Modern Marketer, I’d spend my days teaching people how to
dance
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Tweetable Takeaway #1
85% agree that patient-centricity is the best route to future profitability.
Adjust your strategy to focus on the patient journey.
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Tweetable Takeaway #2
Each patient is unique in how their condition changes over time.
Communicate the right information @ the right stage of disease progression.
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 5
Tweetable Takeaway #3
Each patient is unique in how their condition changes over time.
Communicate the right information @ the right stage of disease progression.
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Tweetable Takeaway #4
Ensure your key message meets the needs of the patients at each specific point in their disease progression.
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 7
Tweetable Takeaway #5
Provide support for both the healthcare team and patients from diagnosis to ongoing management.
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Tweetable Takeaway #6
A strong inbound strategy is necessary to drive engagement with patients, and cannot occur alone.
HCPs and pharma must align.
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Tweetable Takeaway #7
Educate the entire treatment team on safety and technology.
Work with these HCPs to deliver the content required for patient support.
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Tweetable Takeaway #8
Shift from marketing your brand and drug.
Connect patients and caregivers with information that helps and heals.
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Tweetable Takeaway #9
Provide how-to videos, content published by patients, expectations around lifestyle adjustment, healthy tips & advice for staying productive
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Tweetable Takeaway #10
Develop healthy living communications that educate on proper diet, exercise and medication consumption.
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Tweetable Takeaway #11
Leverage online use medical apps to collect insight to better service your audience and drive the direction of content creation.
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The Patient Journey Could Be Like This….
Need / Intent1
Research2
Targeted Engagement
3
Customer Service
6
Recommend
8
PatientOutreach7
5 Purchase/Enroll
PersonalizedRecommendation
4
Oracle Confidential – Restricted
Hi! My name is Julie. It looks like you are interested in learning more about Zonal. How can I help you?
@drfsmith Feeling good on my new regimen. Thanks the great patient care!
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 15
What Makes a Great Patient JourneyIt’s All The Little Things That Count
Know and Connect With Your Patients
Engage & Deliver Seamless, Value Oriented, Consistent Experiences
Provide a Need/Goal Based Individualized Experience
1
2
3
• Detect intent and engage pro-actively• Personalize communications and deliver needs based
solution recommendations• Engage seamlessly across channels to fulfill the patient
requirements/needs
• Pro-active on-line assistance, needs based, guided recommendations
• Connect patients to the right recommendations at the right time
• Self Service wellness recommendations and product
updates.• Impactful engagement and recommendations• Consultative solution modeling to deliver a compelling offer
to expand the relationship
Oracle Confidential – Restricted
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The Compliance Struggle
Oracle Confidential – Restricted
The need to deliver timely and highly personalized engagement
at scale
Strict compliance adherence and the need to protect patient health
informationVS
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 17Oracle Confidential – Restricted
EMAIL MOBILE SOCIAL WEB COMMERCE SALES DISPLAY PAID SOCIAL SEARCH
• APIs• Enterprise Integrations• App Marketplace
Open PlatformPull together marketing apps, data and media
CollaborationDevelop streamlined processes for marketing teams• Asset sharing• Data sharing• Cross team collaboration• External collaboration• Workflow & Approvals
Data & SegmentationIdentify and target audiences individually
• Contact profiles• Custom data• Behavioral data• Personas
• Segmentation• Audience Data Marketplace• Intent and Interest Data• ePHI Protection
Reporting, Analytics & Predictive IntelligenceAttribute revenue for marketing• Campaign reporting• Content reporting• Revenue Attribution and
transaction reporting• Look-a-like• Lead scoring• Audience analytics
EnterpriseA platform that marketers love, but IT trusts
• User management and roles• Sandboxes• HA/DR• Globalization
ContentEngage customers personally
• Personalization• Message editors• Content marketing• Asset management
Cross-Channel Orchestration & Campaign Management Create consistent experience
• Campaigns and programs• Landing Pages and Forms• Real time response• Audience Injection • Secure delivery portal