Trends in healthcare, pharma and agency.

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Information about Trends in healthcare, pharma and agency.
Health & Medicine

Published on February 5, 2014

Author: timscorer

Source: slideshare.net

Description

Its a view. This is by no means exhaustive but a flavour of those aspects that we are making plans around.

healthcare Pharma Client Agency February 2014 Tim.Scorer@thehivegroup.net trends

Long term care (still) breaking system

Treatment decision making is proliferating

Continuing need for personalised experience Differentiate beyond the drug

Health system value shift Treatment PRODUCT EFFICACY outcome REAL WORLD IMPACT

differentiation challenge

segment BUSTER Product mix transition BLOCK BUSTER

Commercial focus shifting Company Product Brand (functional /emotional benefit to physician) Patient need Patient experience Community of health

Commercial model’s merging

Continued efficiency drive • • • • • MARGIN PROTECTION DECREASED COMMERCIAL INVESTMENT PROCESS PRIORITISATION CENTRALISATION COMMAND AND CONTROL

Outsourcing increasing

conceptual shift continues (slowly) Share of mind Share of burden

Growth is in non-traditional services Process component HG Department Competitive sector Insight gathering Planning, UX, Medical Market research Ethnography Issue identification Account management, Planning, UX Strategic Consultancy Strategic planning consultancies Innovation consultancies Innovation UX, Technology, Art direction, Design, Account management, planning Product design Innovation consultancies Digital agencies Ideation Creative, UX, Design, Account management Product design Innovation consultancies Interrogation Planning, Prototype testing teams (Argentina, Brazil, UK, Germany, Spain), Account management Market research companies Product design Innovation consultancies Iteration Planning, Prototype testing teams (Argentina, Brazil, UK, Germany, Spain), Account management, Creative, UX, Design, Account management Market research companies Product design Innovation consultancies Implementation Art directors, Project management, Copywriters, channel planners, medical writers, Technologists, Front/back end developers, print team. Healthcare communications agencies Digital agencies Off shore design teams

Network agencies are homogenizing We’re a creative agency who do strategy We’re a strategic agency who do creative

The disconnection between our audiences will drive innovation

Digital continues to grow up • • • • • • • • Getting strategic Drive for investment before decision Seeing a shift to Social CRM shift mobile is driving channel planning Wearable driving product and SAS tech development Growth of natural user interfaces Clients becoming Increasingly platform agnostic Small pharma nimble adopters of new tech

Agencies will share risk with service R&D

Clients are increasingly long tale consumers CLIENT A CLIENT B

Change is inevitable

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