Abbott Heart Failure Marketing Journeys

Abbott Healthcare was finding resistance to adoption of new Heart Failure therapies, and partnered with Salesforce to understand both what messages would be successful and how best to deliver them.

Approach: I lead a multi-disciplinary team through extensive clinician research, journey mapping, persona and vision development to define the right message and right approach to move clinicians from awareness to adoption of Abbott Heart Failure technologies.

Outcome: Our team delivered a three phase marketing message and implementation plan on Marketing Cloud that the Abbott team could use immediately to create their marketing roadmap. This approach to marketing strategy was the first of it’s kind within Salesforce’s Experience Design team, and was used as a template for work delivered by the newly formed Marketing Strategy team.

Research

We spoke with 24 HCPs in 1-hour qualitative interviews to understand how they become aware of new therapies, how they use CardioMEMS & LVAD, their behaviors and attitudes about when and why they adopt therapies or refer patients, as well as their relationships with other physicians.​

We also spoke with 23 internal stakeholders including Marketing, Sales, Innovation and the Chief Medical Officer.

Key Insights:

  • First hand observation or WOM of patient benefits was key to adoption

  • Adoption is dependent on device monitoring, a service that is difficult to train & staff

  • The core opportunity of preventative medicine that CardioMEMs offers was not widely understood or adopted

  • Outdated understanding of LVAD outcomes and quality of life persist, limiting who is offered the technology

Research Deliverables:

  • Summary of Current State of Cardiology

  • 4 Clinician personas

  • Channel summary for clinician messaging

  • Adoption insights by therapy (CardioMEMS & LVAD)

Workshop

After research was complete, we lead two, three hour Miro workshop with 24 cross-disciplinary participants to deliver insights and further develop the patient journey.

In the first workshop, participants were broken into two groups to dive deep into the awareness & adoption journey and develop ideas for how to better reach clinicians. Participants also developed tweets based on messaging insights for inspiration.

In the second workshop, we worked with a smaller group of leaders to talk through each of the messaging recommendations and map them on a prioritization 2x2.

Workshop Deliverables:

  • Patient Journey Map

  • Messaging Ideation by Phase

  • 16 usable tweets

  • Prioritized messaging by product and phase

Future Vision

  • Illustrates Clinician journey through marketing channels

  • Identifies personas that will resonate with each message

  • Shows how customer experience can be improved using Salesforce technologies

  • Identifies which channels can improve lead scoring and data collection

Clinician Messaging

  • Broken down by marketing phase

  • Message defined for every pain point

  • Defines most effective marketing channel

Capabilities Roadmap & Education

  • Provides baseline capabilities needed to deliver marketing journeys

  • Creates a phased roadmap to technical and strategic marketing approach

  • Delivered detailed list of journeys, forms and data needed to implement roadmap

  • Provided educational resources to start team on their own marketing cloud journey

Design & Delivery

To translate our work into action, we broke our deliverables down into three parts. This was done to not only capture the details of our work, but to provide a walking deck internally to influence funding for Marketing Cloud implementation.

Design Deliverables:

  • Clinician messaging by phase

  • Future state vision of Clinician Journey

  • Detailed capabilities roadmap

This is but a snip-it of an in-depth process. Reach out and i’ll walk you through it!

Thank you.