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Building Brand Value with Personalized Patient Experiences

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Building Brand Value with Personalized Patient Experiences HyperPointe™ the science and art of connection Building Brand Value With Personalized Patient Experiences Summary How one diabetes franchise boosted profi ts by $200 million with a Background personalized patient experience management program Amazon describes itself as “the earth’s most customer-centric company.” Using data, predictive analytics, and technology, Diabetes: A complex, emotionally challenging disease Amazon delivers personalized customer experiences that are a cornerstone of its Over 29 million Americans have diabetes, and every one of them success. In fact, Amazon’s predictive has a unique relationship with the condition and its treatment. recommender system, one of their “killer” And that relationship is constantly evolving, as diabetes is a features, generates 35% of its $89 billion progressive disease that changes over time, even in the most in sales. well-managed patient. Client need An Amazon-like experience that would reach Most people with type 2 diabetes start with oral medications along across brands to give each patient a unique, with diet and exercise modifi cations. When that’s no longer enough personalized experience that would adjust with them as their disease progressed. to control their blood sugar, they may add a second or a third medication, or move to a non-insulin injectable. A baseline insulin Our solution is the next step, with many patients later adding a second type of A patient-centric customer experience insulin at mealtime. program that uses “smart” data, predictive models, an industry-fi rst Therapeutic Readiness Algorithm, and variable, Supporting this diverse and challenging patient population means multichannel communications to keep treating each individual as just that: an individual with unique pace with patients at every step history, circumstances, preferences, and desires. So when it comes in their individual diabetes journeys. to supporting such a diverse patient population, a “one-size-fi ts-all” The result experience is clearly not adequate. The program generated $200 million in profi ts, yielding an ROI of 12:1. It was also Losing share in a competitive market recognized with a prestigious industry award for patient marketing excellence. Our client, a top-20 pharma marketer, had a robust product portfolio that spanned the patient journey. Each product had its own separate program that only addressed the part of the journey relevant to that brand. With this brand-centric approach, our client was not speaking to patients from the perspective of lifelong diabetes management. So patients who were ready to move beyond their current treatment were switching to competitive products even when one of our client’s other offerings would have met their needs. Compounding this loss of patients, new therapeutic options in an already competitive marketplace were causing the client’s share of the $17-billion US diabetes market to slip. To help reverse this trend, they needed a patient support program “We want to be able that could keep pace with each member at every step of his or her individual journey. to talk to the person where they are in their Program objectives: ◆ Prevent switching to competitive products treatment progression... ◆ Acquire new patients into the franchise pulsing out information ◆ Improve adherence to therapy at the right time and From brand-centric to patient-centric at the right level of The client’s vision was clear: give each patient an Amazon-like understanding.” experience, complete with customized content and next-best communications, that delivered what members needed before they —Brand Director even knew they needed it. The program had to: ◆ Be intuitive enough to know which patients needed “hand-holding” and which were ready to move at a quicker pace ◆ Acknowledge which patients were at risk of discontinuing treatment and engage them with messaging that reinforced the importance of adherence ◆ Identify which patients were no longer controlled, and message them about switching or adding to their current treatment Personalization from start to fi nish Our solution integrated the client’s four brand programs into one lifelong Customer Experience Management (CXM) program that gives members the power to manage their diabetes their way. From the Web site to the omnichannel communications, the program provides the personalized tools, tips, and advice patients need at every step. The personalized experience begins even before prospective members join the program. Avatars on the home page trigger a customized pathway that assembles the resources most relevant to someone at their stage of the journey. Once visitors choose to become members, the robust registration form gathers enough “smart” data to begin the profi ling and segmentation process. Based on these profi les, the platform starts each patient down his or her own individualized pathway. The member experience begins with a personalized home page that greets him or her by name and offers links to member benefi ts that provide deeper personalization. E-mails, direct mail, and phone support recognize where patients are on their journey and keep them engaged in perpetuity with communications that respond to their attitudes, behaviors, and prior interactions. The program also gauges “Very targeted—feels like and motivates readiness to change behavior. the site is talking to you.” As each patient continues down his or her own unique path, the program keeps pace in several ways. —MM&M judge ◆ Profi le updates: Members are encouraged to update their profi les to keep the program abreast of any changes in their treatment ◆ Predictive Modeling: For patients whose profi les were incomplete, we applied our proprietary predictive models to identify which brand in the franchise was most appropriate for each patient and the probability that the patient would convert to that brand ◆ A Therapeutic Readiness Algorithm: This enables timely segment migration to occur automatically, based on member interaction with the program In addition, the program offers several customizable tools that empower members to further personalize their diabetes management, including a menu planner, an activity tracker, and reporting tools. Building value for the brands and beyond While achieving Amazon-like personalization may initially seem daunting, by combining “smart data” with behavioral science, flexible technology, and award-winning creative, custom experiences that reap big benefi ts can be readily created. This personalized customer experience program reduced competitive switching, increased brand conversion, and improved adherence to therapy. It earned the Gold Award for Best Online Patient Relationship/Adherence program from the prestigious industry publication Medical Marketing & Media. Outcome: Outcome: Increased patient engagement Better adherence Patients spent an average of 9 minutes per Members fi lled an average of 1.7 more visit on the program’s Web site. Open rates prescriptions than non-members, largely due for the personalized e-mails were near 40% to the incorporation of behavioral change in some cases, while click-through rates principles throughout the program. averaged around 20%. Outcome: Outcome: 20% conversion rate $200 million in profi ts and a 12:1 ROI Overall, 20% of database registrants All told, the program generated $200 million converted to brand. Among patients scored in profi ts and yielded a return on investment with our predictive model, 60% converted. of 12:1. The 5 Essentials to Creating Personalized Experiences 1. Understand your patients journeys that map out the pathway from Aggregate data from all available sources to brand awareness to trial to advocacy. build robust profi les that reveal deep insights Using our Therapeutic Readiness Algorithm about each customer’s past behaviors and and Predictive Models, we mapped out attitudes. Consider appending your data with dozens of customer journeys, identifying the the wealth of additional data that exists these key messages that were necessary to drive days—just make sure it’s the right data. We the desired behavior at each touchpoint. combined co-pay card activations, call center interactions, Web site behavior, existing CRM 4. React to patients’ every move databases, lead generation sources, and Automatically deliver next-best messaging more to build rich, comprehensive profi les of based on each customer interaction in real every program member. time. Our platform automatically kept each touchpoint personal and relevant 2. Know what your patients want as each patient diverged down his or her Advanced computer processing enables own unique behavioral pathway. From you to crunch all the data at your disposal Web sites and e-mails to direct mail and to not only interpret your customers’ past phone calls, our platform served up next- behavior, but also predict their future needs best communications to keep the two-way and behavior. Our program used one of dialogue going. the industry’s fi rst Therapeutic Readiness Algorithms and advanced Predictive Models 5. Optimize campaign effectiveness to help pinpoint the highest potential Maximize your ROI by monitoring key metrics targets for product initiation, adherence, in real time and adjusting “on the fly.” Our and conversion for each brand. solution included an online dashboard that automatically consolidates key 3. Give them what they’re looking for performance indicators from all programs By knowing what your customers have and every channel in real time, giving our done in the past and what they’re likely to client
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