trends in healthcare, pharma and agency

healthcare Pharma Client

AgencyFebruary 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

PRODUCT EFFICACY

Treatment outcome

REAL WORLD IMPACT

differentiation challenge

Product mix transition

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Commercial focus shifting

Company Product Brand (functional /emotional benefit to physician)

Patient need

Patient experience

Community of health

Commercial model’s merging Product companies are becoming service companies

are becoming product companies are becoming

service companies are becoming product companies

are becoming service companies are becoming

product companies are becoming service companies

are becoming product companies are becoming

service companies are becoming product companies

are becoming service companies are becoming

product companies are becoming service companies

are becoming product companies are becoming

service companies are becoming product companies

are becoming service companies are becoming

product companies are becoming service companies

are becoming product companies are becoming

service companies are becoming product companies

are

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 consultanciesInnovation consultancies

Innovation UX, Technology, Art direction, Design, Account management, planning Product designInnovation consultancies Digital agencies

Ideation Creative, UX, Design, Account management Product designInnovation consultancies

Interrogation Planning, Prototype testing teams (Argentina, Brazil, UK, Germany, Spain), Account management

Market research companiesProduct designInnovation consultancies

Iteration Planning, Prototype testing teams (Argentina, Brazil, UK, Germany, Spain), Account management, Creative, UX, Design, Account management

Market research companiesProduct designInnovation consultancies

Implementation Art directors, Project management, Copywriters, channel planners, medical writers, Technologists, Front/back end developers, print team.

Healthcare communications agenciesDigital 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