Marketing in the Age of Person-Centric Healthcare

Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers.

So what does this mean for today’s marketers?

Ogilvy CommonHealth and OgilvyRED held the Worldwide Marketing Summit to address this question. Joined by some of the industry’s foremost thought leaders, the event explored the issues and challenges faced in modern marketing for the healthcare industry.

In this webinar, Ritesh Patel EVP and Chief Digital Officer at Ogilvy CommonHealth, and Peter Fasano, Global Consulting Principal of Digital Strategy at OgilvyRED, share key takeaways from the event and discuss:

  • Where marketing is failing to address healthcare concerns
  • How “big data” is a change-driver for a new healthcare ecosystem
  • New opportunities for predictive and preventative medical intervention
  • Impact of digital healthcare on patient privacy

See slides and a recording of the webinar below.

Marketing in the Age of Person-centric Healthcare from Social@Ogilvy

Marketing in the Age of Person-centric Healthcare 10-2-15 from Social@Ogilvy

Understanding the New Age of Person-Centric Healthcare

In this digital age, it is important to understand that healthcare is undergoing a transformation. Consumers are looking to make informed choices and take control of their lives. Therefore, pharma companies should aim to build a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare.

One way to do so is marketing through social. Not only does it have a powerful amplifying effect on perceptions about a brand, but it also helps build genuine relationships with its audience.

Establishing a presence on social media allows pharma companies to engage in genuine, meaningful conversations with their audience, be it about a health crisis their audience is facing or the companies’ corporate reputation. The key is to show the audience that you are receptive and responsive, and engagement in social media will be able to drive business value.

In a recent webinar on Pharma In Social, we shared six tips on how to stand out from the crowd as a healthcare brand on social media:

Pharma in Social 6 tips to succeed

In September, Ogilvy CommonHealth will be holding an event that addresses the issues and challenges faced in modern marketing for the healthcare industry. A main focus of the event is a discussion around “Big data”, a topic at the heart of the program, which offers the opportunity for predictive and preventive medical intervention like never before‒but at what price to patient privacy?

Join us on September 24 at the Ogilvy CommonHealth Worldwide Marketing Summit and take part in the important ongoing debates around these key issues.

Pharma In Social: How To Succeed

The fast-moving pace of social media, and the powerful amplifying effect that it can have on perceptions about a brand, means that even for the bravest of businesses it can be a daunting space. And for pharma companies the added regulatory boundaries and compliance constraints do not always go hand-in-hand with the norms of social media. But that is no reason to stay away from the game.

While there is evidence of ‘social anxiety’ across the global pharma industry, many organisations are getting involved in the online conversation. Ogilvy CommonHealth has conducted an analysis of these brands to understand the landscape and identify the trends and best practices that are driving pharma companies’ success in social media.

In the presentation below, we share the results of the study, answering the questions:

  • What is the landscape and how has it changed?
  • Who are the top performers and why?
  • What are the best practices?

Connecting The Dots: Which pharma companies are succeeding in the social media space? from Ogilvy CommonHealth Worldwide

Social Health Check #2

Brought to you by our New York, London and Hong Kong Social@Ogilvy teams, this is our monthly snapshot of the latest news and trends in healthcare social media. The aim is to inspire ideas, discussion and fresh thinking in this challenging yet ever exciting field.

Describe your pain in 140 characters

People experiencing chronic pain can now share their experiences in the Pain Exchange, the first user-generated database of descriptions of pain.  Participants can tweet descriptions of their pain to form a word cloud, upload photos representing their pain on Flickr, and rate the severity of their pain on a scale of 1 – 10.  Pfizer has launched the Pain Exchange as a pilot in the UK and Ireland, as part of the European health awareness campaign Can You Feel My Pain, in order to help improve understanding between people in pain and their healthcare professionals.

Healthcare Hangouts

Google+ Hangouts, the video chat service once publicized by a gaggle of Muppets, makes it easy to broadcast online conversations to live audiences. Cancer Surgeon Dr. Jay K. Harness uses Hangouts to host a weekly show called Breast Cancer Answers. Viewers submit non case-specific questions ahead of time and can watch every Friday at 2 PM ET while Dr. Harness and a panel of experts answer them live. On a show last September, Dr. Harness used the platform to teach proper breast self-exam techniques. In the 14 months since the show launched, the Breast Cancer Answers YouTube page has passed 6.4 million views. Wirebuzz, the digital marketing company that supports Breast Cancer Answers, plans to roll out similar Google Hangout shows for prostate and colon cancer next month. Hangouts provide a great opportunity for brands to establish authority in an area of expertise while connecting directly with their target audience.

Facebook Graph Search (the healthy version)

There has been much debate about the new Facebook Graph Search and what this means for people, as well as brands. However, there hasn’t been much discussion around the opportunities for pharma.  Could we see niche patient groups cropping up for rare diseases? Will people increase their privacy settings to keep this personal information to themselves or will they be more open in order to foster relationships? The opportunities are certainly there for connecting and creating support networks. And how can pharma get involved? Greater targeting of ads is a start with access to data from 1 billion people, 240 billion photos and 1 trillion connections, but hopefully this is just the beginning and a new way of educating, raising awareness and helping people along their patient journey will be born. A dedicated blog post is coming up on this subject, so check back for deeper insights.

Mocial                                   

Mobile users have surpassed desktop users on social media networks like Facebook. Social platforms such as Chinese video site Youku are recognizing this shift in behavior by driving their users to view content via smart devices (read: China’s Top Video Site Adds QR Codes to Help Viewers Go Mobile). So what are marketers doing to adapt to this shift in behavior? Marketer Brian Solis lists out the importance for marketers to recognize this shift in change and ways to create synergy between your mobile and social media strategy.

Medical advice on your mobile

Most of us have used Google to search for answers about health issues – but how do you know the information you get is credible?  Health Tap is a new app that helps patients get medical advice from registered doctors via a mobile app.  Members can ask health related questions which are answered by a US-registered doctor, usually within 24 hours.  Doctors can also give a “second opinion” by agreeing with the answer (the medical version of Like?).  There are currently 32,000 doctors registered on the service, and patients can also enter into private conversations with a selected doctor for a small fee.

Healthcare professionals using Vine

There has been much hype around Twitter’s newest app, Vine, a mobile service that lets netizens capture and share short six-second looping videos. Basically, it’s Instagram for video. There is a lot of potential for this new service to be used for healthcare professionals such as offering quick tips, recording procedures, providing timely news, etc. Are there any other ways you can think it can be used for healthcare marketing?

Like to hear more? Get in touch to discuss all things healthcare social media.

Watch us in action at Social Media Week this week. Join us in-person or via live stream

Panel title: Mocial RX: Leveraging Mobile & Social in Healthcare

Location: Ogilvy & Mather Theater

Time: 2:00pm – 3:00pm

Summary: Health discussions have moved beyond a single screen and one-on-one exchanges. Mobile and social — what some call “Mocial” — is all about a new platform of on-the-go device and broader discussion. From geofencing to quantified self to the second screen, this lively exchange explores how “our networked life” influences behavior change, removes barriers, and adds value to connected communities.

  • Buddy Scalera, SVP, Interactive Content & Market Research, Ogilvy CommonHealth
  • John Nosta, EVP, Senior Strategist, Ogilvy CommonHealth
  • Andrea Hackett, Account Supervisor, Digital Strategy, Social@Ogilvy

Panel title: Pharma & Social: Better Apart?

Location: Ogilvy & Mather Theater

Time: 3:30pm – 4:30pm

Summary: The social health space continues to rapidly evolve, pivoting to serve new needs and voices faster than most pharmaceutical companies are used to acting.  Patients, caregivers, even doctors seem to do just fine taking advantage of existing forums to discuss their health concerns. Is there room for in the social sphere for prescription drug brands? Mixed views and industry case studies fuel a provocative discussion on whether and how Pharma can truly add value to these already active conversations.

  • Chris Cullman, VP, Digital Strategy, Ogilvy CommonHealth
  • Scott Friedberg, Director, Digital Strategy, Ogilvy CommonHealth
  • Andrew Teie, Senior Digital Strategist, Ogilvy & Mather

 

Social@Ogilvy Social Media Week 2013 Schedule – #SMWOgilvy

Events in Four Cites

New York

February 19th

Panel title: Mocial RX: Leveraging Mobile & Social in Healthcare

Location: Ogilvy & Mather Theater

Time: 2:00pm – 3:00pm

Summary: Health discussions have moved beyond a single screen and one-on-one exchanges. Mobile and social — what some call “Mocial” — is all about a new platform of on-the-go device and broader discussion. From geofencing to quantified self to the second screen, this lively exchange explores how “our networked life” influences behavior change, removes barriers, and adds value to connected communities.

  • Buddy Scalera, SVP, Interactive Content & Market Research, Ogilvy CommonHealth
  • John Nosta, EVP, Senior Strategist, Ogilvy CommonHealth
  • Andrea Hackett, Account Supervisor, Digital Strategy, Social@Ogilvy

Panel title: Pharma & Social: Better Apart?

Location: Ogilvy & Mather Theater

Time: 3:30pm – 4:30pm

Summary: The social health space continues to rapidly evolve, pivoting to serve new needs and voices faster than most pharmaceutical companies are used to acting.  Patients, caregivers, even doctors seem to do just fine taking advantage of existing forums to discuss their health concerns. Is there room for in the social sphere for prescription drug brands? Mixed views and industry case studies fuel a provocative discussion on whether and how Pharma can truly add value to these already active conversations.

  • Chris Cullman, VP, Digital Strategy, Ogilvy CommonHealth
  • Scott Friedberg, Director, Digital Strategy, Ogilvy CommonHealth
  • Andrew Teie, Senior Digital Strategist, Ogilvy & Mather

Panel title: The Social Engagement Hub: Re-Imagining The Contact Center As A Critical Marketing Tool

Time: 2:30pm – 4:00pm

Location: Advertising & Marketing Hub JWT NYC

Summary: Consumer demands for a new kind of relationship with the companies they buy from has changed how we manage customer relationships: forever.

In this session, Joshua March (CEO and Co-Founder of Conversocial), Evan Shumeyko (CRM Engagement Practice, Ogilvy), Michael Brito (Social Business Strategy at Edelman Digital) and Alon Waisman, Social Media Operations Manager at GoDaddy) discuss The Social Engagement Hub: How do marketing departments and contact centers need to evolve and restructure to deliver the best experience over social channels? Good customer service becomes your marketing strategy when the consumer is king.

  • Marketers, Social Media Managers and Customer Service Directors can join us to discuss:
  • How to build a Social Engagement Hub to bring stakeholders together
  • Why C-Level management should get behind Social Customer Service
  • How pro-active social customer service can revolutionize the contact center of the future
  • Success stories of companies offering unified and coherent customer engagement through social media.

February 20th

Panel title: A Conversation with David Karp, Founder of Tumblr: Brands Connecting Inside the Index of Passions

Time: 10:30am – 11:30am

Location: Ogilvy & Mather Theater

Summary: Join us as for a candid conversation with David Karp who has created one of the fastest growing communities of people sharing what they care about most. How can brands participate in Tumblr with meaningful brand or business impact and how do we do it without spoiling the beauty of Tumblr? Join Social@Ogilvy’s John Bell as he asks David Karp about his vision for brands and Tumblr.

  • John Bell, Global Managing Director, Social@Ogilvy

Panel title: The Rise of the New Community Manager: A Discussion with Ford, Whole Foods, iHeartRadio, and Ogilvy on the New Brand Role

Time: 12:00pm – 1:00 pm

Location: Ogilvy & Mather Theater

Summary: As more and more brands commit to Facebook, Twitter, and other social communities, the stakes of managing millions of fan relationships is rising. Increasingly the job of the community manager is evolving to a more complex and even senior role. Join Social@Ogilvy and hear from those in the trenches and those shaping how brands are managing fans and customer relationships. What are the new skills of the community manager? How will they fit into traditional organizations?

Panel title: The Live Google+ Jam with Caterpillar: How to exploit Google+ to its Fullest

Time:  1:30pm – 2:30pm

Location: Ogilvy & Mather Theater

Summary: Is it plumbing or is it search? Is it Hangouts or Communities? Stop all the hype and anti-hype. We’re going to roll up our sleeves and demonstrate just how brands can use Google+ today and tomorrow. We’ll be working through a LIVE session with Google+, Caterpillar and Social@Ogilvy to create the prototypical, full-out program for the world’s leading B2B brand – Caterpillar. It will be fast-paced, messy and insightful.

  • Gemma Craven, Executive Vice President, Social@Ogilvy
  • Dan Schreibstein, Vice President, Social@Ogilvy
  • Kevin Espinosa, Social Media Manager, Global Marketing Services, Caterpillar
  • Deitra Mara, Head of Social Solutions, NA, Google

Panel title: The Future of Social Customer Care

Time: 3:00pm – 4:00pm:

Location: Ogilvy & Mather Theater

Summary: Participate in a LIVE demonstration with Social@Ogilvy showcasing the next model of engaging social customers with meaningful dialogue, structure and cross-platform integration. You’ll want to attend if you have encountered any problems like these:

  • Are your customers putting service requests on a Facebook page that’s controlled by the marketing team so customer service reps can’t respond?
  • Is it impossible to keep up with spikes in social media activity?
  • Do you need to learn how to transition from a 1:1 response to a 1: many?

To participate, you can start in the weeks before the event using hashtag #SMWOgilvy to propose topics and challenge the panel with the questions our industry is currently facing in social customer care. We’ll work with select panel members and a few participants who will be plucked from the audience to interact with this engaging exploration of the science of social, digital strategy, and technology

  • Evan Shumeyko – Director, North  American CRM & Customer Engagement at OgilvyOne Worldwide
  • Jeff Simmermon – Director of Digital Communication, Time Warner Cable
  • Phil Blum – Social Media Customer Care Manager, Time Warner Cable
  • Dave Evans –  VP, Social Strategy at Lithium Technologies
  • Rebecca Lieb – Digital Advertising and Media Analyst at Altimeter Group

Panel title: Marketing Without Words

Time: 6:00pm – 10:00pm

Location: Stollway Event Space, 250 West 39th Street, NYC

Consumers are increasingly communicating with brands using images, not words. Visual platforms like Pinterest and Instagram offer exciting opportunities for marketers to create emotional connections with consumers, driving greater discovery, clicks, and revenue. On February 20, during Marketing Without Words: Social Engagement Through Imagery, industry thought leaders from social’s most successful brands and agencies (speaker lineup below) will come together to discuss the future of social media and how they’re leveraging Pinterest and Instagram to grow their audience, form stronger relationships with consumers, and drive serious revenue.

  • Kristin Fernholz, Managing Partner, Fashmark
  • Kate Gold, Social Media Director, Food Network
  • Jamie Gutfreund, Chief Strategy Officer, The Intelligence Group, CAA
  • Adam Hirsch, SVP, Emerging Media & Technology, Edelman Digital
  • Irfan Kamal, Senior Vice President, Social@Ogilvy
  • Summer Krecke, Director of Content Strategy, Digital Brand Architects
  • Jon Lombardo, Social Media COE, Leader, General Electric
  • Danielle Trencher, Senior Social Media Manager, Meredith Inc.
  • Farryn Weiner, Director of Social Media, Worldwide, Michael Kors

February 21st

Panel title: The Gif That Keeps on Giving

Time: 12:30pm – 2:00pm

Location: Helen Mills Theater, 137-139 W 26th Street NYC

Summary: Since adding some of the first animation to websites of the 80’s and 90’s, the animated Gif has enjoyed a renaissance in the age of Social Media. Emphasizing simple wit rather than flashy technology, animated GIFs have also become increasingly popular with advertisers. Our presenters will look at brands’ and agencies’ use of animated gif advertising and ask what’s next for this resilient medium.

Panel title: Masterclass Community Management 3.0 – The Evolution the Most Dynamic Role in Marketing

Time:  2:00 – 3:15pm

Location:

SMW Global HQ – NYC

125 West 18th Street

New York, NY 10011

Summary: Calling all community managers! It’s one of the most dynamic roles in the marketing industry, and as the social media landscape continues to evolve, so do the community manger’s responsibilities and required skills. This interactive class, led by two of Social@Ogilvy’s community management experts, will focus on “Community Management 3.0” – the new job description, new and common challenges, industry leaders putting it to practice, real-life scenarios for discussion and more to prepare you to take your brand to the next level.

  • Ashley Hurst, Director of Business Development & Account Director, Social@Ogilvy
  • Dhara Naik, Account Supervisor, Social@Ogilvy

Panel title: The British Pub Quiz Hosted by Chingwag

Time: 6:00 -7:30pm

Location: Ogilvy & Mather Theater

Summary: The famous, or should that be infamous, British Pub Quiz, dive deep into your brain to fish out those gems of knowledge, you know you once knew, but can’t remember how. Updated especially for SMWNYC, this quiz, hosted by Chinwag, is a chance to pit your social media wits against the crowd with a few British-themed brainteasers to win the title of social media brainbox. It’s a networking event, a workshop, a seminar and a bit of fun all-rolled into one with a few drinks to oil the wheels. It’s a chance to meet, mingle and get-to-know the group of Brits taking part in the Digital Mission to SMWNYC, a group of the UK’s leading digital startups and agencies, looking to launch and expand in New York. There’s prizes for the winning teams and a chance to enjoy a drink, test your brain power, meet, chat and connect, so come on down and join the Brits in one of our favorite past times.

February 22nd

Panel title: Contextual Awareness – What Is The Future of Social Intelligence?

Time: 2:30 – 4:30 pm

Location: Business and Entrepreneurship Hub at Bloomberg

731 Lexington Avenue

New York, NY 10022

Summary: How can social data make you and your phone smarter? How do apps such as Google Now (& Google Glass) easily take disparate data sources and help enhance your life? How does all this information make your life more efficient? The panel will discuss what current solutions exist as well as what is to come and what’s the timeline.

  • Gemma Craven, Executive Vice President, Social@Ogilvy
  • Stuart Tracte, Account Director, Social@Ogilvy
  • Brett Martin, Co-Founder & CEO, Sonar
  • Greg Wester, EVP Business Development, GM Research, Mobile Posse
  • Wesley Barrow, Co-Founder, Nomi

Paris

February 18th

Panel title: Hyperlocal: The key success factor of the web of tomorrow?

Time: 3:30pm – 4:30pm

Location: Palais Brongniart – Petit Auditorium – Paris

Summary: Connect together two people thousands of miles away, as initially appeared to be the greatest achievement of the internet. Anyway, today the web allows each user to know the right plan restaurant at the corner of the street, the essential information of the football club of his neighborhood or that of his friends walk within 30 meters. Finally, hyperlocal has become a very strong trend of Web 2.0. This dimension is particularly important now for social networks trying to provide relevant information to their users. The hyperlocal did he become the niche social web of tomorrow? Is it enough to be hyper to be relevant to users?

  • Moderator: David Mennesson, Director Tellmewhere
  • Rasmus Michau, Founder, bonjourbonjour.net
  • Natalie Rastoin, Managing Director, Ogilvy France
  • Raphael Chenol, Head & Tablets New Media, Mobility Services Directorate, PagesJaunes
  • Jerome Léger, Founder Admoove

February 21st

Panel title: Crisis communication in the event of social media

Time: 2:00pm – 2:45pm

Location: Palais Brongniart – Petit Auditorium – Paris

Crisis communication has always existed. Nevertheless, the emergence of the internet and social media in particular has upset its fundamentals. They have indeed brought the crisis communication in a temporality much narrower and require today unprecedented responsiveness to the risk of mistakes. Social media should they be media communication around a crisis? How to manage the immediacy while keeping the mastery of this communication?

Eric Maillard, Directeur Général, Ogilvy PR

Panel title: Social CRM: real communication tool or customer service?

Time: 3:00pm – 4:30pm

Location: Palais Brongniart – Petit Auditorium – Paris

Historically limited by the media (mail, telephone…), the customer relationship is under going a revolution with social media. Facebook, Twitter, YouTube, blogs and forums are all means of expression for dissatisfied customers. Brands are now faced with new forms of interaction with their customers and prospects through social platforms for the new generation. What are the challenges of social CRM? What practice sand tools used are they different from traditional CRM? What are the best practices?

Washington DC

February 22nd

Panel title: It’s Not Just About Likes: Measuring the Effectiveness of Social Media

Time: 9am – 10am

Location: Ogilvy Washington DC

Summary: Generating great content and engaging social media conversations can be exciting, but does it affect the behavior of your target audience? Is all of your social media activity resulting in your desired actions? In this session we’ll take a look at a framework for measuring social media efforts to gauge their effectiveness at creating real behavior change, not just engagement.

Panel title: Juggling Social Media Across Cultures

Time: 11am – 12pm

Location: Ogilvy Washington DC

Summary: Take a dozen social platforms, multiply by distribution technologies, add in multiple languages and then divide by cultural differences both subtle and overt and you’ve got a social media manager with a heart attack. Join Ogilvy, Noor, the World Bank, USAID and more to calculate the keys to success.

Panel title: Transportation in a Shared Economy

Time: 2pm – 3pm

Location: Ogilvy Washington DC

Summary: The Taxicab Commission is battling Uber, a public bicycle rental service is changing the face of city streets and any mobile developer with a few hours to spare can use free public data to build an app to compete with Metro’s. What does public transportation look like now that the public — and not the city — is firmly in charge?

Panel title: Show, Don’t Tell: The Rise of the Visual Web

Time:  4pm – 5pm
Location: Ogilvy Washington DC

Summary: With the rapid popularity of Tumblr, Pinterest and Instagram, 2012 was a breakout year for visual content marketing. As social audiences access more and more social content through mobile devices, consumption habits trend toward succinct content with strong imagery and design. Learn how to make a picture worth a thousand words — and figure out how to cut through the legalese of those Terms of Service (ahem, Instagram…) and learn who really owns and can profit from the pictures you post.

Singapore

February 20th

Panel title: What makes great social?

Time: 4:30pm – 5:30pm

Summary: There is much debate about what drives memorable social media marketing. Is it an idea built on a social insight? A social campaign that drove sales? An experience that leveraged the latest platform? Join three social brand managers as they unveil the secret ingredients that drive social for their brands. Networking event to follow the session.