All Posts By

Alfred O'Neill

Melanoma rages, ASCO raves, families cry, patients wait and hope hope hope.

By | Thinking Out Loud, Uncategorized | No Comments

Yesterday my family, which runs a local melanoma foundation that is associated with WISTAR Institute (a truly great foundational science group), had our annual 5K run/walk we call Run4Cover. Our 9th year. If you do not know about WISTAR — and the amazing Dr. Meenhard Herlyn in the center of the poster — then you should. And if you are not keeping your kids (or yourself) off the tanning bed and have not matured past the Sun Worship stage, then shame on you. Seriously. This is such a common sense preventable disease, but once it gets going, you are not left with a lot of options. Until now. As I volunteered at the runners registration, I saw so many family…

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CRM Registration questions: What is “perfect” number? Does “Drip-Drip” method work?

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When it comes to patient-CRM programs, are they really successful? Is it about getting your “Best” customer? Or the most customers? Or is it a balance?  Also, if the registration form and Value Proposition are not strong enough, are you wasting your money? At lunch, I was thinking whether Biopharma should really do Branded CRM, because despite our best efforts, we were just too rigid and regulated to do it right.  What caused this judgement was recounting a true story of a registration debacle; but as I was telling the story, I realized not much had changed. I had witnessed the same mistake only a year or more earlier. It made me want to see what other professionals thought. But…

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Is Biopharma in or out? Shaping the New Healthcare Eco-system.

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It’s like a small earthquake occurring in the Biopharma/LS Industry. But an earthquake nonetheless! As usual, we start with the tumult of reports, trends, the content angst of “Change”… Start with a report from a Big 4 Consulting firm saying, “The silos must come down!”, and then another from Manhattan Research saying, Top Trend for 2014*: “Continuity of Care continues to build, meaning many points of care…”; or another Manhattan Trend, “Customers proliferate, demanding a coordinated approach.” Then you read some out-of-left-field news that Samsung is going to produce an Rheumatoid Arthritis drug and app to support it. And here’s a view of some of the non-Healthcare players moving in: The Healthcare Eco-System is breaking apart and coming together. Where,…

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Medieval Helpdesk to today’s UX: have we gotten any better?

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Customer Experience has been around forever. Only now has it become THE driver in the Economy —  for reasons we all know, ponder and agonize over as marketers. But more than mapping experiences or buying the best tools, we all need to focus on the quality of that experience — how information-relevant, how visual, how human they are in style and content. Sometimes you just have to laugh when you see someone does not “get” it — as you will when you watch this hilarious YouTube spoof of the Medieval Helpdesk (link at end of blog Post.). But the evolution of UX has now moved from push-pull marketing to the complex dance of technology and Human Insight and measurement. Let…

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Better outcomes = Managing the Entire Customer Experience. ZMOT, UMOT and the Patient Journey

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Change brings out the best, worst and everything in-between in both people and companies (after all, according to Citizens United, companies are people.) Pharma, health care in general, hospitals, ACO’s, all are now forced to share the same overarching objective: patient outcomes. This shared objective has become the single greatest stimulus for panic, opportunity and innovation I have ever seen. Many among us thought digital changed everything! (It did.) But “outcomes” and “Meaningful Use 2/3” are seminal moments of change that are radically altering the landscape of how we think, how we sell, how we create and keep our customers. So consider the simple yet confounding formula everyone is wrestling with:  better outcomes = managing entire customer experience. This post is…

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The “Periodic Table of Storytelling”, an amazing resource for a strategy we all should embrace

By | Current Affairs, Strategy, Uncategorized, Web/Tech | No Comments

Storytelling by employees, patient advocates and patients themselves who just feel compelled to share…this is a fundamental strategy that Pharma, ACO’s, Hospitals, need to use NOW to break down the barriers between their customers/patients and the inherent regulatory and cultural limitations they have to deal with. As an example, Pharma which has a terrible reputation (undeserved, complex and not black and white), should be the first category to stop creating non-authentic, non-emotional, advertising and create credibility and connection through storytelling. It is a gravity point for human-2-human communications and connection. Unlike MLR fears of QOL promises gone amok, the fact is, patients just want to hear a “real” voice to relate to. Authenticity would do wonders for Pharma Brands. It…

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How ROI needs to evolve in a time of constant change.

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With change the only constant, new Big Data tools, broadening media habits and customer-centricity a deeply established reality, how do we as marketers measure effectively? How do we know all our programs, tactics, Brand Plans, Outcomes programs, patient support online and offline are truly working? Recently I proposed a new measurement model at the Customer Experience Summit in Princeton, run by my friend Tom Hanley and his company PanaGora. I share this because like a relay runner, I am hoping this is me passing the baton to someone who can take the idea even further. This is about a new way to construct the new measurement model needed for today — but especially tomorrow.  The formula for the new measurement model…

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40% of launches fail and then stay below forecast. Now that’s scary. What’s a launch to do?

By | Uncategorized | One Comment

Kudos to Mark Tosh at the Medivo blog “Beyond The Pill” (http://pharmainsights.medivo.com/)  who calls out a must-read: McKinsey’s paper on pharma drug launches. Thanks, Mark for your analysis! And thank you, McKinsey Team for crafting an excellent piece. But let’s build on what they wrote. Mistakenly, I had thought the focus was going to be on “how to launch”; they focused instead on the different types of launches (based on strong data) not how to launch.  We will get to that. Check out this chart of launch performances on McKinsey.com/insights, publications for late March.         This report broke their framework into four main insights: Go for gold. Roughly one in four launches involves drugs that are strongly differentiated from…

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Impacting Doctor’s work in the coming years? A lot more than medicine! Where does one start!

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Someone recently asked me: how do you think doctors will learn new things over the next few years? I was puzzled by the question, because I think another bigger question precedes it: what is influencing how doctor’s practice medicine, taking up what little time they have and  how will that impact how they learn over the next few years? Reality is, doctors are learning new things every day — and not just medicine! It’s not learning that is the issue, it is how they evolve in the face of such tumultuous changes and still stay on top of their medical news. The list of what is consuming a doctor  is pretty daunting, and I will illustrate the complexity of the…

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