PM360’s Innovations Issue was established six years ago to serve as a comprehensive guide of the year’s most innovative Companies, Divisions, Startups, Products, Services, and Strategies. PM360 received more than 100 total submissions this year and picked the best in each category.
Here are our selections for the most innovative services of 2017.
Ogilvy CommonHealth Worldwide, a WPP Health & Wellness company
Chris Cullmann, Head of Digital
Ogilvy CommonHealth Worldwide (OCHWW), a WPP Health & Wellness company, has been crafting new solutions for many of its clients that leverage brand messages with context and greater relevance through account-based marketing (ABM).
ABM is based on the collective decision-making process: It takes into account that most B2B buying decisions are not made by a single person, but rather by a collective group of people. If you are only looking at an individual, you may only get a part of the picture. But seeing the collective acting together helps you to truly understand how interested an account is in your solution. This highly targeted, real-time marketing technique provides insights that can inform sales teams as to which accounts are most likely to engage with your brand. In other words, truly validated leads.
OCHWW has used this approach successfully for payer solutions, where there are multiple stakeholders across payer accounts, to identify key decision-makers within the organizations and then execute relevant data about a brand to guarantee impressions and increase the likelihood of engagement. ABM is also ideal for hospital-based products when sales reps are very limited in the ability to see prescribers and EHRs don’t allow for banners or clinical messages.
Advances in technology, like artificial intelligence, have also given OCHWW the ability to move beyond targeted accounts to target influencers. This allows the business web to be scanned for terabytes of data, which can be integrated with brands’ deep research of their target accounts and provide a detailed, holistic digital footprint of the key stakeholders, including their behaviors and content preferences. That provides for a hyper-targeted level of marketing, directed to the right person, with relevant content at the right time.
Commercial Patient Master
Tom Hannigan, Partner Life Sciences
In 2017, LiquidHub developed the Commercial Patient Master, a comprehensive solution that helps to consolidate and integrate all of the information gathered throughout the patient journey. It intakes data from all relevant touchpoints, validates that data, and then uses technology to identify when the same patient exists in one of the disparate systems used by functional teams. The ability to identify these patients creates a true “single view of the patient,” and allows the team to connect all of the interactions the manufacturer has had with those patients. To ensure compliance with HIPAA, the solution utilizes industry-recognized tokenization and de-identification technology.
Furthermore, when developing the Commercial Patient Master, the LiquidHub team knew that ensuring that the information was secure and in line with HIPAA would be challenging—but it was crucial. Patient health records hold extremely sensitive data, so the way the information was stored was an important consideration. LiquidHub worked closely with legal and privacy experts to develop the right controls and appropriate rules around what could and could not be stored together.
This service has the ability to improve manufacturers’ understanding of their patients, and as a result, take important steps to enhance patients’ experiences. The Commercial Patient Master ensures that each touchpoint is understood and linked to provide a comprehensive overview of that patient’s journey. The utilization of the de-identification engine allows all data to be used for analytics in a compliant manner.
When it comes to the effectiveness of the service, LiquidHub clients have seen the Commercial Patient Master drive internal efficiencies and significantly improve the way patient information is managed across their organizations.
Bruce Rooke, Ideation
We live in the Information Age. It seems everything there is to know is now instantly at our fingertips. But in a world where there are 292,000,000 search results for “diabetes,” and as much fake news as real news, the challenge for brands is to find a way to be valuable to patients and physicians, and not just be more noise.
Enter value-driven marketing, which creates opportunities for your brand to do more, not just say more, and lets your brand help navigate the realities of living with a condition by inventing a better brand experience. In the world of pharma commercialization, this value exchange between brands and their customers is best represented in the rise of co-pay assistance. Co-pay assistance provides quantifiable benefits to brands and real-world value to patients.
It inspired the Perpetual Ideation Machine (PIM) to ask, “How can we build on the momentum of co-pay as a marketing tool to expand its value to the brand and to the customer?”
To answer that question, PIM built a program called Co-pay Touchpoints. Co-pay Touchpoints starts with a mobile-first solution, rooted in both behavioral psychology and UX insights, to grow the downloads of a brand’s co-pay cards. From there, it implements reminder systems to drive co-pay conversion—using SMS and social media intersections. It creates a robust database for data-driven patient segmentation, as well as a new channel for effective personalized communications that can speak exactly to where a patient is on his/her brand journey. Co-pay Touchpoints then utilizes the aggregated data collected from the program to create information valuable to prescribing physicians, which can be delivered to give them meaningful brand news to enhance their next visit.
Cello Health Insight
Ed Geiselhart, Director
Jenn Schindel, Director
Experience First is a user experience and design research strategy that focuses on users of a treatment, product, and/or service, within a real-world context that factors in environments and systems within which they live and work. It moves beyond traditional voice-of-the-consumer activities and enables a deeper understanding of the needs, behaviors, and emotional drivers of healthcare stakeholders across the care delivery spectrum to yield insights that directly inform strategic investment, design, and delivery of products and services that go “beyond the pill.”
Experience First integrates qualitative and ethnographic research techniques with design principles, including the thoughtful use of stimuli, prototypes, and simulations to uncover insights that are elusive to traditional market research approaches alone.
In one example, a client needed to understand the extent to which novel IP around drug delivery might provide a competitive distinction, enabling greater uptake of their drug. The output needed to provide stand-alone insights around the value and usability of the device and also roll up to inform broader strategic business considerations around investment into the device innovation itself.
By infusing user-centered design approaches into the foundational primary market research objectives, Cello Health Insight was able to transform a more traditional interview research approach into an iterative and experiential step-wise methodology that allowed for deep insights into key differentiating factors around the device.
In the end, they were able to parse positive reactions to the innovation (and a willingness to change behavior to use it) from a higher-level takeaway around how it solves a problem that is already being addressed with current, less expensive technologies—ultimately, helping the client make a go/no go decision around whether or not to invest in the technology with confidence.
Meghan Oates, Vice President of Marketing
InCrowd, which was founded in 2010 and created the field of real-time micro-research to help life sciences organizations conduct market research with brief surveys for physicians, launched Global MicroTracker in August 2017. Global MicroTracker was developed as a result of InCrowd’s customers’ need to get timely and accurate global insights for pharmaceutical drug products. Global market research can be extremely difficult, laborious, and costly to perform, but without it companies can be left launching products with huge blind spots—or foregoing global launches all together.
Global MicroTracker facilitates surveys in multiple languages and countries through a powerful, seamless API that connects to native language speakers with healthcare expertise, and allows each survey to be customized for a specific foreign-language audience simultaneously and much more quickly. Finally, industry professionals can understand and track markets outside the U.S. with speed and accuracy.
A sophisticated algorithm for targeting physicians, core to all of InCrowd’s products, also drives Global MicroTracker’s ability to find the right respondents in multiple countries and deliver accurately translated surveys and answers. The company’s data analytics engine turns these answers into multi-national, multi-wave visual data dashboards that can be filtered by country or respondent group—all in real time. Global MicroTracker also removes the manual, repetitive, and error-prone process of current survey translation methods, and provides an ability to view results in aggregate or filtered by country/language.
Angela Masciarelli, PR Manager
The traditional hub model mostly consists of manual data entry and requires a series of phone calls and faxes to complete a prior authorization (PA). This is a time-intensive process that places a burden on pharmacists, providers, health plans, and most critically, the patient awaiting treatment.
CoverMyMeds, founded in 2008, developed the first platform to work for any medication and all health plans and created a universal electronic prior authorization (ePA) solution for pharmacies and providers. Since then, CoverMyMeds has developed multiple solutions based on feedback from its customer base, including HubExpress—a high-touch service to improve the prescribing experience for specialty products. CoverMyMeds’ technology is leveraged to maximize the ability for their team to follow-up on each PA while minimizing the burden placed on the provider.
HubExpress harnesses existing CoverMyMeds technology to increase PA services to benefit the company’s network of users. The service leverages CoverMyMeds’ support personnel to provide high-touch service throughout the PA process. The service also enables visibility into the PA lifecycle, and provides assistance to pull the PA through and increase submissions to the health plan. Because the solution is in-workflow, fewer phone calls are necessary and the healthcare professional’s prescribing experience is improved. By leveraging technology to track the PA process, HubExpress minimizes outreach to the provider, which helps decrease administrative burden and increase speed to therapy for the patient.
When surveyed, 91% of providers reported that they were satisfied with the HubExpress service and found the information provided by CoverMyMeds was valuable. In fact, 100% of HubExpress clients have renewed their programs year-over-year.
MarketView™ Patient Care Team Networks
LexisNexis® Risk Solutions – Health Care
Abigail Bernardi, Director of Market Planning
In 2017, LexisNexis Risk Solutions – Health Care developed Patient Care Team Networks as part of its MarketView claims analytic solution to enhance sales and marketing efforts in life sciences. This view of claims intelligences enables sales reps to more easily see relationships among providers on multidisciplinary care teams.
MarketView draws on one of the healthcare industry’s leading provider databases (1M unique facilities and organizations; 8.5M healthcare practitioners; more than 1.6B medical claims; and 133M unique practitioner connections) and advanced analytics to bring together disparate datasets and deliver insightful and robust provider profiles and networks. Within networks, MarketView delivers volume-based claims data intelligence that maps out provider-to-provider and provider-to-organization relationships within a specific therapeutic market or a disease state of interest.
It can also show how many patients that physicians collectively have in common relative to others practicing in the same market. The resulting networks help companies to understand referral patterns and patient flow, uncover high-volume provider relationships, discover thought leaders, identify all members of the patient care team, and track a specific patient’s healthcare journey. Armed with this intelligence, commercial teams can:
- Identify dominant physicians who champion team-based care, serve on multiple teams, and handle the largest number of patients.
- As sales reps develop relationships with dominant physicians, it helps enable the reps to grow their networks to include all the healthcare professionals on the care teams of dominant physicians. This accelerates the sales process and extends the reach of all sales reps.
- Educate sales reps by giving them a picture of key providers in the market and their connections to other providers. This helps to streamline field work and reduce time spent onboarding new reps.
Merkle Innovation Cloud
David Magrini, SVP, General Manager
Does your marketing team need faster test and learn cycles? The Merkle Innovation Cloud (MIC) is a lab-based solution enabling companies to prove out the integration of data-driven marketing cloud technologies.
Having been in market for more than 24 months now, MIC enables companies to test out the integration of people-based data and intelligence with leading marketing cloud technologies (Adobe Experience Cloud and Oracle Marketing Cloud)—prior to investing in a full implementation. MIC’s lab environment ensures that companies have the best solutions to meet their organizations’ unique business objectives, replacing guesswork with actual results.
For example, a leading global insurance provider spent months trying to link its customers’ website activities to its customer data. They wanted to collect all digital activities from multiple devices prior to the prospect becoming a customer—while logged out and logged in. They had the necessary systems in place, but lacked the understanding and ability to execute in a timely fashion.
Merkle first took inventory of all the various digital platforms that were collecting digital activity data. Then, they executed an internal “24-hour hackathon” to architect a data lake solution where all digital activity data could be gathered and stored. Next, a proof of concept (POC) was built that validated the architecture using the existing analytics tags, storage of digital activity batch files, and showing how digital activity transactions can be associated with customer data.
From this POC, the insurance provider decided to purchase the technology. By the end of 2017, the company will have a process to store all analytic clickstream files in its existing Hadoop data lake and integrate the universal visitor ID service into a single sign-on platform to link offline IDs to visitor IDs.
SMART Content SaaS solutions
Kathy Winder, Office Administrator
viihealth was founded in 2013 and built HEALTH HUB, their proprietary patient engagement platform. In 2016, viihealth added new capabilities with the MCM BUILDER platform to easily edit, modify, and localize digital content. Earlier this year the company acquired Hubdata, a leading data and BI innovator, which enabled viihealth to combine various datasets (data from HUB providers, specialty pharmacies, clients, and viihealth) to create and deliver informed insights and recommendations via viihealth’s new SMART Content SaaS solutions.
SMART stands for Simple, Multichannel, Automated, Relevant, and Timely. The SaaS solutions work in conjunction with approved branded and unbranded content, messaging, and patient journeys to maximize the value of a brand’s HCP, field force, and patient engagements by:
- Creating targeted segment-driven content in minutes without programming.
- Delivering real-time content recommendations directly to reps in the field via CLM.
- Interacting with patients directly in the home through targeted journey maps driven by Alexa-enabled devices, which can also help to improve patient adherence by giving patients a platform to manage their treatment journey and engage with other healthcare stakeholders.
Because the SMART Content platform automates the authoring, editing, and publishing of content, without the need for programming, viihealth has seen brands that have saved 70% off of digital content production, reduced turn-around time by 60%, and enabled the delivery of 50% more content to the field force. In Q1 2018, viihealth plans to improve upon those metrics by deeper backend integration with leading Digital Asset Management (DAM) solutions to support clients’ MLR review/approval system, and hence, providing additional support for end-to-end content revision and approval platform—integrated within their CRM.
Wunderman Health AI
Robbee Minicola, AI Lead
Wunderman Health is a global marketing agency that integrates data, creative, and digital to amplify brand awareness, drive acquisition, and strengthen customer relationships. Committed to improving health outcomes, Wunderman Health delivers communications that engage and empower consumers and professionals.
The company uses proprietary, connected data assets and predictive analytics to help clients identify, engage, and retain their best customers. Their insights create 360° views of customers to shape every aspect of marketing planning, brand positioning, and selling strategies. At the same time, Wunderman Health focuses on empowering individuals with content, humanizing the customer journey, and driving better health outcomes in order to break what the company calls “health inertia” to inspire action.
Their latest offering is Wunderman Health AI, which provides enterprise-level artificial intelligence solutions for marketers in the health and wellness industry. It develops and deploys enterprise-grade artificial intelligence solutions across patient care and wellness, physician diagnoses, and pharma product development. These are custom-built AI solutions to the health and wellness industry—independent of an OS device. Strengthened by deep expertise in CRM, data management, and customer engagement as well as experience across the pharmaceutical, consumer health, and insurance sectors, the service helps marketers derive benefit from big data, by delivering machine learning and artificial intelligence-based marketing services and product solutions.