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For more information, email [email protected] or call 800.794.6757 #trustinhealthcare @aptushealth
What’s Trust Got To Do With It?
Rebuilding Trust in an Age of Digital Transactions2016 ePharma Webinar
2For more information, email [email protected] or call 800.794.6757 #trustinhealthcare @aptushealth
Today’s presenters
Brad Davidson, PhD Steve Smith, PA, MDE
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Why talk about “trust”?
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The World Has Changed
From More Humanity To More Technology
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Medicine Has Changed
From Relational To Transactional
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We find ourselves struggling to create impact in an increasingly
fragmented, de-centralized, and noisy world
Pharma’s Commercial Effectiveness Is Eroding
For more information, email [email protected] or call 800.794.6757 #trustinhealthcare @aptushealth
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“The classic days of old-fashioned marketing are gone…”Marketing Manager, Fortune 100 Healthcare Company
Aptus Health Proprietary Research
We’ve Lost Connectivity & Engagement
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Trust matters because it drives engagement
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3 Key Principles Drive Trust
The Same Principles Drive Engagement
Clarity Consistency Customer Centricity
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Driving an ecommerce model that is changing the world
The 3 Cs In Action
Clarity
Consistency
Customer Centricity
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For more information, email [email protected] or call 800.794.6757 #trustinhealthcare @aptushealth
From Amazon to HealthCan Healthcare Build Trust in a Digital World?
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Health Is Different
…but the principles are the same
physiologicalfood water shelter warmth
safetysecurity stability freedom from fear
belonginglove friends family spouse
self esteemachievement
recognition respect
self-actualizationtalent creativity
Internet Access!
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Embodying 3 Cs was simple when we had personal relationships
Now that we don’t have the same kind of face-to- face connections, can we really create the same kinds of trusted relationships?
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Is this really the same thing?
Can it be?
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For more information, email [email protected] or call 800.794.6757 #trustinhealthcare @aptushealth
Building Trust Through Digital Health Communications
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What does clarity mean in the contexts of:• Messages• Intention• Interaction
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What does consistency mean in the contexts of:• Messages• User Experiences• Brand evolution
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What does Customer Centricity mean in the contexts of:• Sales and Marketing• HCC• HCP
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More Than Just Mindspace—We Need To Own The Experience
Relational
Ticket Purchase
Check In
Flight
TransactionalFor more information, email [email protected] or call 800.794.6757 #trustinhealthcare @aptushealth
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The worst part about being lied to is knowing that you weren't
worth the truth.
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Effective MCM = Trusted partner
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Advancing Health EngagementBuilt To Deliver On Trust
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500 staff | Top 15 Pharma Clients in US | 3.5mm HCPs 20MM Consumers & Patients | 2,000+ digital campaigns
Expanding in EU since 2015, 85 people based in EU, International HQ in Paris
Transforming Commercial Models Through End-to-End MCM
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For more information, email [email protected] or call 800.794.6757 #trustinhealthcare @aptushealth
We Trust you all had fun
We’d like to hear from you!
Brad [email protected]
Stephen [email protected]