The age of personalisation by Lee Wales, VP Strategy at Ashfield Healthcare Communications

www.ashfieldhealthcare.com
The Age of Personalisation:
Adopting a customer-focused
mindset to create more engaging and
effective medical affairs programmes
Lee Wales
VP Strategy

We live in the
“Age of Personalisation”

The average human attention span has fallen from 12
seconds in 2000, or around the time the mobile
revolution began, to eight seconds
We live at a time when
attention spans are shrinking

The growth in the internet, 24-hour television and mobile
phones means that we now receive five times as much
information every day as we did in 1986
We live at a time when
attention spans are shrinking
Yet the volume of information we
are exposed to is greater than ever

Healthcare professionals feel these
pressures more than most…
Inefficient
systems
Rapidity
of new
inform-
ationPoor
filters
Wrong
timings
Poor
design
Inadequate
synopsis
Data
overload
Restricted
access
Time
constraints
Asset
management

Healthcare Professionals feel these
pressures more than most…
Inefficient
systems
Rapidity
of new
inform-
ationPoor
filters
Wrong
timings
Poor
design
Inadequate
synopsis
Data
overload
Restricted
access
Time
constraints
Asset
management
THOSE DESIGNING CONTINUING EDUCATION DON’T RESPECT MY
TIME AND BANDWIDTH. POOR DESIGN AND TOO MUCH INFORMATION
HINDERS MY ABILITY TO PROCESS WHAT I REALLY NEED
Medical Education Future Forum, Ashfield

It is no longer enough to
simply deliver communications to
meet your medical plan objectives

Communications need
to be tailored towards
the individual consumer

To ensure healthcare communications reach their
intended target and generate true engagement, we need
to adopt a customer-focused mindset. This means:

GAINING A DEEPER
UNDERSTANDING
OF YOUR AUDIENCE
1
CREATING STRATEGIC
AND PERSONALISED
COMMUNICATION PLANS
2
DEVELOPING
PERSONALISED CONTENT
THAT CONNECTS
3

GAINING A DEEPER
UNDERSTANDING OF
YOUR AUDIENCE
1

17 : Part of UDG Healthcare plc www.ashfieldhealthcare.com
We need to go beyond this:
PHYSICIAN PATIENT

Eva Brauer
DERMATOLOGIST – INNOVATOR
John Fletcher
DERMATOLOGIST – FOLLOWER
My priority is treating each patient as an
individual and getting them the best
possible care by understanding the latest
therapeutic developments and their use
My priority is improving my patient’s skin
in order to improve their quality of life
Digital native: active in local HCP networks
Attends one global congress each year
SHE BELIEVES:
Psoriasis is a systemic disease: we must treat the whole patient, not just the skin
We must understand each patient’s individual profile to select the treatment that’s right for them
Anti-TNFs have transformed therapy; newer classes of drugs promise further benefits
KEY BARRIERS:
Lack of time and information overload
Little knowledge of the product
Educational focus currently on newer classes of drug
KEY DRIVERS:
The product’s role in holistic care; which patients it benefits
Concise, bite-sized, mobile-friendly information
*HCP names are for illustrative purposes
Likes to learn by talking to colleagues
Prefers local meetings to international congresses
HE BELIEVES:
As a dermatologist, my priority is treating the skin
I like tried and tested/familiar medicines
I don’t prescribe biologics because of the risks and complexities
KEY BARRIERS:
Inertia; resistance to use of any biologics
Lack of practical experience using biologics
Lack of understanding of benefits vs risks
KEY DRIVERS:
Understanding risks of not treating adequately in special populations
The product’s benefit:risk profile; understanding how and when to use; building confidence
Local peer recommendations
To this:

Based on those two different personas
how might our communications change?
DIFFERENT
COMMUNICATION
GOALS?
DIFFERENT
CONTENT?
DIFFERENT
CHANNELS?

What should be included in a persona?
BARRIERS/DRIVERS
COMMS. OBJECTIVES
WHAT WE WANT THEM
TO UNDERSTAND
WHAT THEY BELIEVE
KEY CHANNELSWHO THEY ARE

Where can we get this information from?
QUANTITATIVE RESEARCH (EXTERNAL)
Quantitative research into unmet
need, channel preferences, and
competitive pressures
EXISTING CUSTOMER INSIGHTS
Internal interviews with key
staff, surveys conducted through
email, and interactive workshops
EXISTING CUSTOMER DATA
Analytics and data from existing
websites, tools or platforms
QUALITATIVE RESEARCH (EXTERNAL)
Speaking directly to customers
in focus groups, face-to-face or
via telephone interviews

CREATING STRATEGIC
AND PERSONALISED
COMMUNICATION PLANS
2

If you always do what you
always did, you will always get
what you always got
Albert Einstein

THINKFEEL
I know about AS
but it isn’t high
on my agenda for
elderly patients
DETACHED
I know about the
main diseases I
need to watch
for in my elderly
patients
I am the
gatekeeper for
creating better
AS outcomes
CURIOUS
I feel a sense of
duty towards my
patients
I should take time
to understand my
role within AS
Auscultation is a
necessary test to
perform with
at-risk patients
MOTIVATED
This is
straightforward,
no need to look
for symptoms!
I know who
should be
performing
auscultation and
with whom
AS is one of the
most common
and serious valve
disease problems
AWARE
I hadn’t quite
appreciated the
severity of the
disease
How can we
reduce the impact
of AS?
AS has a very
distinctive sound
that I recognise
as part of
auscultation
EMPOWERED
I am confident
I can identify
heart murmurs
I understand the
AS prognosis
I am comfortable
with treatment
options
This is the best
thing for my
patients
I refer all
suspected
patients for
further
investigation
ENGAGED
FROM:
I do not actively monitor my
patients for aortic stenosis
TO:
I am responsible for regularly monitoring my patients for symptoms
of AS and referring to appropriate specialists when diagnosed

Education overview – slides
THINK
I know about AS
but it isn’t high
on my agenda for
elderly patients
DETACHED
I am the
gatekeeper for
creating better
AS outcomes
CURIOUS
Auscultation is a
necessary test to
perform with
at-risk patients
MOTIVATED
AS is one of the
most common
and serious valve
disease problems
AWARE
AS has a very
distinctive sound
that I recognise
as part of
auscultation
EMPOWERED
I refer all
suspected
patients for
further
investigation
ENGAGED
GP educational
brochure
GP educational
brochure
Screening guide
Murmur sound
flyer
GP poster
GP educational
brochure
Screening
guide
Revealing gaps in information provided

COM-B behaviour change
framework to overcome barriers
B
Desired behaviour
C
Capability
O
Opportunity
M
Motivation
Current behaviour

DEVELOPING
PERSONALISED CONTENT
THAT CONNECTS
3

The scale of content personalisation
Personalisation based on the HIDDEN
Personalisation based on the MOMENT
Personalisation based on the OBVIOUS

www.ashfieldhealthcare.com: Part of UDG Healthcare plc29
Personalisation based on the obvious
• This is the very least we should be doing
• Need to ensure the message and the
communication format is correct for the
intended audience
• Has to be done in a meaningful way
CONTENT IS TAILORED TO
VERY SIMPLE AND OBVIOUS
INFORMATION LIKE JOB
ROLE, GEOGRAPHICAL
LOCATION OR AGE

Disease tracking app tailored for
children

Lay summaries: Making clinical trial
information more accessible
Use of white space,
typeset and chunked
text aid readability
Use of colour, eg to
assign sections
Representation of
numerical values in
figures and images
Signposts to guide
readers through content
Images to help readers
take in key content

Personalisation based on the hidden
CONTENT IS TAILORED
TO THE UNDERLYING
PSYCHOLOGY OF AN
INDIVIDUAL
• This type of personalisation relies on initial
research to define audience segments
• An initial test or assessment helps to
decide which segment a person fits into
• Content is delivered to target specific traits
of that person

Personalised patient support
0 1 2 3 4 5 6 0 1 2 3 4 5 6 7 8
First 6 weeks…
Week
Segment 1
(Highest risk of
non-adherence)
Phone call prior to each infusion at
weeks 0, 2 and 6, email at week 3
At least one contact every 4 weeks
Phone call at weeks 2 and 6, email at weeks 4 and
8
Segment 2
(High risk of
non-adherence.
Interested in additional
communication channels)
Direct mail at week 0, phone call prior to each
infusion at weeks 0, 2 and 6, email at week 3
At least one contact every 4 weeks
Phone call at weeks 2 and 6, email at weeks 4 and 8. Segment
keen to engage in phone apps and online chat if available
Segment 3
(Lowest risk of
non-adherence)
Phone call prior to each infusion at
weeks 0, 2 and 6, email at week 3
Phone call at weeks 2 and 6, email at week 4
Every 8 weeks…

Personalisation based on the moment
CONTENT IS TAILORED
BASED ON DYNAMIC
DATA USING DIGITAL
TECHNOLOGY TO DELIVER
• It’s about providing contextual content
in real time
• Content adapts and changes as more data is
uncovered about an individual
• The tools that permit this type of
personalisation already exist but we are
only scratching the surface of what’s possible

A personalised education system
Data is captured
and used to
improve future
training
Content
adapts based
on progress
Specific training
programme based
on segment
Pre-training
assessment to
segment individual

Thank you
@AshfieldHealth
lee.wales@ashfieldhealthcare.com

The age of personalisation by Lee Wales, VP Strategy at Ashfield Healthcare Communications

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The age of personalisation by Lee Wales, VP Strategy at Ashfield Healthcare Communications