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Med Ad News: How are your organization and clients implementing and
optimizing patient engagement
Dana Maiman, CEO/President, FCB
Health: Patient engagement is not a
one-size-; ts-all and neither is our approach to implementing and optimizing strategies to support patients. Lately,
we’ve been building adaptive, needs-based engagement models. The foundation of which is a behavioral strategic
framework. The steps to this approach
involve uncovering the patient insights
and needs that ladder to desired behaviors and business objectives. This
leads to a unique, patient-informed engagement strategy. What we’ve noticed
is that ...Whether the business objectives are focused on disease education,
branded conversion, or adherence and
advocacy, the engagement strategy becomes the team’s mission for how all our
tactical elements come together into a
seamless, engaging experience for all
a. The key to successful patient engagement programs is to make the tactics relevant at the individual patient level. To achieve this relevancy we use a
“mass customization” approach. Our process starts with gaining insight into the
patient journey and the motivators and
barriers for health behavior change we
aim to create. Next we analyze variations
in patient demographics, attitudes, clinical pro;les, and media and technology
use, with a goal of creating a segmentation strategy to maximize patient homogeneity. Then we create the engagement
plan, based on decision rules or a predictive engine, that delivers highly customized, pro;le-driven engagement tactics.
b.We simplify deployment of these
tactics by using variable content templates. Deployment of tactics varies in
timing, messaging, language and marketing channel depending on each individual patient’s pro;le and analytics,
including experimental design when appropriate. We are experts in preparing
MLR submissions in an easy-to-under-stand format so that clients and reviewers can embrace this approach.
c. We optimize results by setting up
test and control groups to identify the
most successful interventions, then implement the proven tactics.
Sonja Foster-Storch, President, GSW-North America, part of INC Research/
inVentiv Health: Our approach to optimizing patient engagement starts with
our ability to understand the Patient
Journey® and what is occurring at critical moments that can impact what a
person is experiencing. In order to be effective, we go beyond the surface to develop engagements that are part of an
individual’s journey and provide value based on how that user wants to interact in that given moment. By understanding the motivations and behaviors
of the patient, we start to think how we
can build engagement through customer experience marketing e;orts. At GSW,
we utilize our predictive marketing and
data science team to help us understand
the most optimal solutions that will create our multi-channel marketing e;orts
and how we help our clients implement
patient engagements that help impact
their lives and desired outcomes. Our efforts are monitored and optimized over
time by completing our strategies to be
successful through our measurement
teams. This overall approach of incorporating data science and measurement
into the development of our engagement strategies ensures we are meeting patients’needs of making every moment matter.
Faruk Capan, CEO, Intouch Solutions: Think about the experience you
have with your favorite store – one of
mine happens to be Amazon. They have
what I need; they provide excellent service with no surprises; they even predict
what I will be interested in. I can re-order household supplies just by saying a
few words to Alexa. Even their marketing isn’t interruptive, but instead seems
to suggest exactly what I am looking for
when I am looking for it. I engage with
Amazon repeatedly because the whole
experience is positive and seamlessly
connected. This is the model we’re building for our clients and their customers –
one that is service-oriented, integrated,
predictive. The old way just won’t work.
Patients expect and deserve more.
Amar Urhekar, President, McCann
Health Americas: Patient engagement
continues to be of critical importance
for both our agency and our clients. As
the market continues to evolve to value
based healthcare, with consumerism be-
coming a driving force, patient engage-
ment is becoming even more critical. It
is not enough anymore for a patient to
just be knowledgeable. Knowledge must
lead to greater engagement in order to
drive optimal outcomes.
We partner with our clients and apply social science techniques to fully understand our target patients’ motivations, needs, and behaviors across the
healthcare journey. This allows us to develop appropriate strategies and solutions to drive favorable change. One
solution we’ve developed is our proprietary ARULETM framework, which ensures
that we design communications that are
Appealing, Relevant, Usable, Learnable
and Easy to act on. ARULETM is currently being validated up against some of
the most rigorous health literacy frameworks, and is being vetted by several industry experts, and our team members
out of Columbia University Mailman
School of Public Health. Doing this allows us to facilitate a more even-sid-ed dialogue between patients and HCPs
that ensures that both stakeholders understand what is being said, and its implications on health outcomes. This level
playing ;eld makes it easier for doctors
and patients to connect with one another on a human level, creating an exchange of empathy.
Drew Desjardins, Executive VP, Chief
Strategy O;ce, Dudnyk: Rather than
diving into a tactical conversation, I’d like
to focus on how we create relevant dialogue to fully engage with patients. For
years, Pharma has applied a very simple formula in its approach to talking to
patients – portray patients in marketing materials who re; ect the aspirations
of a typical patient. That’s why we see
lots of patients at rooftop parties, picking out vegetables at roadside produce
stands, and running with their dogs
along beaches – after all, who wouldn’t
want that? But when it comes to rare diseases, it’s essential to fully understand
the dreams, fears, and expectations of
patients so we can communicate with
them in meaningful ways.
Mapping patient journeys is not new;
Pharma has been doing this for decades.
But it’s not enough to just chart the buying process. Sure, the transactions are
important. But what really matters is
how patients think based on a combination of “hard wiring”and environmental
factors to make decisions and, ultimately, how they feel about those decisions
after they’ve been made. At Dudnyk, we
; nd it incredibly valuable to overlay the
HCP journey onto the patient journey to
help us understand when and how information is being shared, but then we
push even further to understand the im-
For the tenth year, Med Ad News
has chosen new Pharmaceutical
Marketing Ventures to
Watch that could change
the way pharmaceutical
products are marketed
Marketers continue to
leverage the power of
but have learnedit’s not
all about the apps.
POINT OF CARE:
Whether in the doctor’s o;ce,
hospital or pharmacy, new care
models are beingestablished that
are designed tobring
to the doctor-patient
continued on page 6
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By Andrew Humphreys • email@example.com
healthcare agency roundtable
Healthcare Agency Roundtable
Executives from 2017 Manny Award winners/;nalists and other healthcare
communications agencies participated in this Q&A forum of industry topics.
healthcare agency roundtable
Executives from 2017 Manny Award winners/;nalists and other healthcare communications
agencies participated in this Q&A forum of industry topics.
mobile marketing special feature 18
Marketers continue to leverage the power of mobile devices,
but have learned it’s not all about the apps.
point of care 20 extra feature
Whether in the doctor’s o;ce, hospital or pharmacy, new care models are being established
that are designed to bring fundamental change to the doctor-patient relationship.
new ventures special feature 16
For the tenth year, Med Ad News has chosen new Pharmaceutical Marketing Ventures to
Watch that could change the way pharmaceutical products are marketed and sold.
MAHF 22 extra feature
The healthcare advertising industry’s next generation of leaders, guided by those who have already made it to the top, gathered on
Sept. 28th at Convene in downtown Manhattan at the Medical Advertising Hall of Fame’s (MAHF) 2017 View From The Top event.