Embracing The Patient Experience Gap – Matt Pensinger SVP, Managing Director Jack Morton Worldwide 19 June 2015

Hello Matt Pensinger

SVP, Managing Director Chicago

Sure, scientific possibility is evolving quicker than ever before…

…but many parts of the healthcare system are stuck in the dark ages.

Inaccurate information

Limited patient histories

Physician access challenges

Insurance / Reimbursement hurdles

AND SOME

INITIATIVES DESIGNED TO HELP

JUST MAKE IT WORSE.

OF THE

AWARENESS

PATIENT JOURNEY PRESENTATION & DIAGNOSIS

TREATMENT SELECTION

THERAPY SELECTION & ACCESS

COMPLIANCE & SWITCHING

OUTCOME

AWARENESS

PATIENT JOURNEY

GAPS PRESENTATION & DIAGNOSIS

TREATMENT SELECTION

THERAPY SELECTION & ACCESS

COMPLIANCE & SWITCHING

OUTCOME

76% of patients think pharmaceutical companies have a responsibility to provide information and services that help patients manage their own health. Accenture Life Sciences, Great Expectations, U.S. patient research, 2013

And, the industry has responded

But…

20% of patients are aware of the services available to them.

Accenture Life Sciences, Patient Services – Pharma’s Best Kept Secret, Global study, 2015

LESS THAN

SO, WHY THE

DIS CONNECT?

The approach to Patient Journeys is flawed

Built from physicians’ perspectives

Too linear

Too narrow

Too simple – fails to integrate all stakeholders

Too limited – misses opportunities beyond adherence

OUR TAKE:

FORGET THE PILL

We believe that the experience is the therapy.

Add value – Build around the user – Craft communities – Be human –

Brand experience principles for healthcare

Add value

NYU Langone Medical Center palm scanner

Pill Pack Pharmacy

Build around the user

AbbVie Humira Talking Training Pen

Craft communities

Lilly Diabetes T1 Everyday Magic

Be human

Novartis MS Living Like You

Brands ≠ Products Brands = Experiences

Experiences = Better patient outcomes

How we can close the gap

1. Add value 2. Build around the user 3. Craft communities 4. Be human

Talk to us – Contact Peter Sun VP, Brand Marketing Peter_Sun@jackmorton.com +1.212.401.7015

Read our blog at jackmorton.com/blog

Follow us on twitter @jackmorton

Visit us online at jackmorton.com

About Jack Morton

We’re a global brand experience

agency. We generate breakthrough

ideas, connecting brands and

people through experiences that

transform business. Our portfolio of

award-winning work spans 75 years

across event marketing, sponsorship

marketing, promotion and activation,

experience strategy, employee

engagement, digital, social, and

mobile. Ranked at the top of our field,

Jack Morton is part of the Interpublic

Group of Companies, Inc. (NYSE: IPG).

More information is available at:

www.jackmorton.com or @jackmorton

© Jack Morton Worldwide 2015