potentialKEN POV: Healthcare, Pharma, and Integrated Interactive

KEN [email protected]

potentialPOV Healthcare and Interactive

1. Healthcare has a diverse, universal, and constantly regenerating marketplace

• Our species is growing unsustainably and living longer; straining environments and biology

• The largest share of Americans are currently only becoming older, less active, fatter, and sicker

• All people desire to preserve health and extend life utilizing the best options available to them

• Faith in ‘monolithic western medicine’ is fragmenting to incorporate alternate options/opinions

2. Interactive communications and technology are evolving wellness culture

• Industrial revolution established the belief that life is made better through science/technology

• Information revolution promoted every individual to researcher and self-diagnoser/healer

• Cybernetics, wearables, and mobile devices structure patient lifestyle and create data nodes

• Virtual professional community, ERM, and in-office technology use transform HPC practice

3. The pharma industry operates around a “problem-solution” equation

• Public Relations creates a supportive cultural climate for disease and product related ideas

• Disease Awareness and Education drives consumer demand for prevention/treatment

• Once the ‘problem’ is established, product(s) are marketed as a preventive/curative ‘solution’

• Persistence/compliance drive efficacy creating a standard of care becoming eventually generic

4. Interactive is the persistent core of a multichannel communication ecosystem

• Traditional tactics elevate cultural and individual awareness in order to drive patient to HCP

• Elevated awareness ‘push’ inspires increased ‘pull’ for on-demand customized education

• Technology-enabled sales force and self-service interactive presence measurably message

• Omni-channel strategy should begin @interactive rippling outward to draw target/user back in

5. Integrated eRM and cross-channel message personalization is the future of ROI

• Product demand is driven by patients (consumers) but decision is controlled by HCP (prescriber)

• Patients can opt in for qualitative RM and are quantitatively track-able in aggregate/segment

• HCPs are a known quantity defined by product indication and track-able by professional credential

• Individual multichannel behavior should inform big data learning plan driven personalization

• Industry restrictions and ‘prescribing dynamic’ create challenges for marketers

• Purchase behavior is based [primarily] on HCP/HMO choice not end-consumer preference

• Marketing communication carries ‘healthcare baggage’ unlike mainstream CPG or services

• Marketing claims and adverse event responsiveness can have life or death consequences

• Consequently there is extensive industry self-policing and legal precaution

• I enjoy the challenge

• And the opportunities

1

KEN [email protected]

Past Healthcare Projects Include

www.linkedin.com/in/potentialKEN

2

Stendra, Vascepa, Pfizer OTC – 2014 Working With T!E Consulting

• Consulted facilitating ideation and providing strategic guidance for pitches and tactical planning

Elestrine – September 2010 Working With Compass

• Consulted facilitating ideation for viral video support for Hormone Replacement Therapy

Opana – August 2007 Working for Electronic Ink

• Consulted drafting and presenting iAOR annual communications and tactical plan for C2 Opiate

BMS Oncology – January 2009 – April 2009 Working With Encima

• Consulted on integrated interactive performance analysis and recommendations

GSK HCP RM and Tablet PC Detailing – September 2006 – March 2007 Working With Empathy Lab

• Consulted facilitating interdisciplinary cross-campus ideation and drafting 3-5 year enterprise strategy

Gardasil and RotaTeq – January 2005 – August 2006 Working for Refinery

• Led integrated interactive channel strategy for disease education & vaccine launch (patient, HCP. PR)

Other Merck Initiatives – January 2005 – August 2006 Working for Refinery

• Consulted to portal upgrades, global templating & analytics, and ad hoc pharmaceutical brand ideation

Acuvue – November 2003 – November 2004 Working for MarcketSource

• Led experimental integrated media initiatives to drive trial, acquisition, segmentation, and retention

Imodium, Reach, Tylenol, etc. – September 2003 – November 2004 Working for MarcketSource

• Planned, managed, analyzed, and optimized annual and promotional online media campaigns

Splenda – December 2003 Working for MarcketSource

• Drafted landscape analysis and annual interactive communications plan

March Of Dimes – December 1998 – November 1999 Working for Macromedia: Online Division

• Developed first website and interactive campaigns for nonprofit NJ health initiatives

Longevity Institute – August 1998 – November 1999 Working for Macromedia: Online Division

• Developed website and campaigns for consortium of anti-aging HCPs

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