Published on February 5, 2014
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
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
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
Calcification Inhibitors in CKD and Dialysis Patients
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