June 8th, 2015 By Jack Morton
The SVP and Managing Director of Jack’s Chicago office, Matt Pensinger, presented at Lions Health 2015 with Katie Bang from Eli Lilly and Company about embracing the patient experience gap and where brands can find opportunity:
There is growing recognition amongst healthcare brands that understanding the full patient journey is essential for success in today’s healthcare environment. The sheer extent of this both physical and emotional journey, from awareness through to treatment and adherence, opens the patient to many potential experience gaps between their expectations and reality that can lead to frustration, disillusionment and even dropping the prescribed treatment.
So, healthcare companies must understand this journey if they are to improve the customer experience – and offer necessary patient support that extends far beyond a given medication. Being truly effective requires that the entire organisation (from science through to sales) understands the patient journey in order to meet patient needs and effectively engage the many stakeholders that are becoming increasingly important to a therapy’s success.
This is a significant undertaking and healthcare brands and their marketing agencies need to think differently about how they engage with patients and support communications for all the other stakeholders. This talk will examine the experience journey and what it means for the way we market.
Want more insights from the Cannes Lions Festival? Read our white paper Cannes guide to buzzwords: 8 newbies on what’s real and what matters to brand experience to learn about the marketing trends you can’t afford to miss.
Matt Pensinger is SVP, Managing Director of Jack Morton Worldwide’s Chicago office where he oversees client relationships with companies such as Procter & Gamble, AbbVie and CME Group. He has worked agency and client-side with some of the world’s leading brands, building relationships with the people that matter most to them through brand experience, experiential marketing, employee engagement and promotions.Pensinger joined Jack Morton in 2011 after serving as client service and strategy leader at Publicis Groupe agencies PBJS and Relay Worldwide. Prior to agency life, Pensinger was Manager of Marketing Alliances at General Motors where he managed sports and entertainment marketing programs across GM brands. His healthcare experience ranges across leading companies such as AbbVie, Novartis, Abbott, Acorda Therapeutics and GlaxoSmithKline.Pensinger received his B.A. in English from the University of Illinois and an MBA from the University of Chicago, Booth School of Business. He lives in Chicago with his wife and two sons.