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What’s Next:
The Rise of
Health Bots
Welcome
Laurie Close
Senior Strategist
Ogilvy Consulting
laurie.close@ogilvy.com
Ritesh Patel
Chief Digital Officer
Health & Wellness
Ogilvy Consulting
ritesh.patel@ogilvy.com
Tell us
where you
are dialing
in from!
What’s the weather
like in your city?
Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
Ogilvy staff: It’s also on
The Market!
themarket.ogilvy.com
5
Point and Click Touch Conversational
(voice & messaging)
THE INTERFACE EVOLUTION:
CUSTOMER EXPECTATIONS ARE
CHANGING
WHAT THE HECK IS A CHAT BOT ?
A chatbot is a piece of
software designed to
simulate human
conversation, and they
are often powered by
artificial intelligence and
machine learning.
Chatbots live on SMS,
social networks, or inside
messaging apps like
Facebook messenger or
Slack, and can automate
one-on-one interactions,
often eliminating the need
for a human.
Messenger apps Mobile apps
Text/SMS
Websites Search
Intelligent home products
AND WHERE CAN I GET ONE ?
“This is an instant interaction,
and it is something that
only becomes possible with bots.
There’s no new app to download,
no new account to create, and, perhaps most
importantly, no new user interface to learn”
— TED LIVINGSTON, KIK
THE GROWTH OF BOTS
YOUR BRAND USER EXPERIENCE
HAS CHANGED
“I don’t care if customer service
comes from a human or technology
as long as I get my questions
answered accurately”
40%
*5-point agreement scale
Among U.S. online adults (n=6001)
Would rather start an automated
customer service chat to get answers to
questions instantly than wait on a phone to
speak with someone live
35%
Would rather reach customer service
using messaging apps/chats (e.g.,
Facebook messenger) that they typically
use instead of going to a dedicated
customer service app/website
27%
Basic Scripted
• Matches user entries to
key phrases and gives
scripted responses
Intent Recognizer
• Employs natural language
processing (NLP) tools to
extract meaning from a
request
Dialogue Manager
• Executes actions based on
user intent
• Contextualizes interactions
by aggregating intents from
session
Intelligent Advisor
• Complex inferential
capabilities including ability
to understand “slang”
• Recommend options to
enhance outcomes
Artificial Intelligence
Rule-Based
Complexity, Cost, Time, Resources
HighLow
CHATBOTS PROVIDE A
WIDE RANGE OF UTILITY
5 Categories of Bots
Customer Service
Hello, how can I help you?
85%
Of customer interactions will be
managed without a human by
2020.
– Gartner prediction
THE FIRST ROBOT LAWYER
A CHATBOT THAT BEATS PARKING TICKETS
There’s a lot happening in the
world. Here are your top
stories today:
Content
Quartz
It’s a conversation about the news
with a bot.
Can you send me:
• Sneaker trends
• Weekly shop
• Tacos
Shopping & E-Commerce
Nordstrom chatbot is
ready to help shoppers
find the perfect gift.
Smart Assistants
Do you want me to make you
a reservation?
A hybrid approach to a smart
virtual assistant:
Only 30% of requests are
handled without human agents
Ordering & Notifications
Check in is open:
Go ahead and get your
boarding pass! See you soon
on board with us.
Healthcare Is Uniquely Suited
To Bots
HEALTHCARE IS DRIVEN BY
DECISION TREES
Medical Decision Tree for Appendicitis
HEAVILY REGULATED WITH PRE-APPROVED
RESPONSES/SCRIPTS
HEALTHCARE SYSTEMS ARE STRETCHED –
LIMITED AVAILABILITY
CUSTOMERS ARE OPEN AND INTERESTED
IN CHATBOTS
* Among U.S. physicians
30%
30%
26%
19%
25%
27%
23%
23%
22%
Product Dosing
Contraindications
Product Efficacy and Safety
Product Enrollment Info
Patient Related Resources
Medical Education Programs
Medical News
Journal Articles
Clinical Trial Data
T2B
Interest in accessing resources from chatbots on a pharma website:
30% Of physicians have interacted
with a chatbot
Current chatbot use (for any reason):
Health Bots in Action
Brands can now have
continuous conversations
with their customers
pull
responding to
patient questions with a
structured conversation that
resolves the question
immediately
complement
the sales force
personalized
push
&
pull
bite sized
&
memorable
leverage
the power
of visual
education
ON
DEMAND
push
sending bite sized structured
conversations designed to
deliver information &
education
NOT
embarrassing
(HCPs hate to ask
“stupid questions”)
asynchro-
nous
omni
channel
c
AND THEY ARE “STRUCTURED”
HCP Bot
What is the dosing for
Drug X?
Injections
Tablets & Liquid
To clarify, are you
interested in the dosing
information of tablets &
liquid or injections?
Tablets & Liquid
Dosage modifications
Initial dosing
Okay, what specifically
are you interested in
learning more about?
Query: “What is the dosing
for Drug X?”
Top scoring intent: dosing
information
Parameters: Drug X
Score: 0.988
Dosing
Conversation
each structured
conversation is written
by a human and is
approved by MedReg
before deployment
NOVO NORDISK
A.I. symptom
assessment
Doctor feedback
trains A.I.
Personalized
doctor answers
Dr. A.I.
33
What is it?
A.I. Health Assistant (imagine a computer that can
converse like a doctor) that sees 1,000s of patients
per day, 24/7/365
What does it do?
• Interviews patients in 2-3 minutes
• Enables self-triage/diagnosis
• Connects patients to a curated service/provider
network
How?
Using a machine learning algorithm and data from real
clinical literature
Buoy
CLINICAL TRIAL PARTICIPANT
ENGAGEMENT – BRITEHEALTH
OSCAR HEALTH INSURANCE
Oscar Health is a tech-savvy insurance start-up that is designed to help people better understand health insurance coverage. They
recently launched the Oscar Facebook bot to quickly and easily provide consumers with quotes for their health insurance.
ADA – INTELLIGENT BOT
TABATHA – FOR ASTHMA
THE STOPTOBER MESSENGER BOT
KEEPING YOU GOING SOS SUPPORT TIPS & TRICKS TO HELP
SYMPTOM CHECKER – YOUR.MD
MOLLY
HERE’S WHAT I CAN DO
Features
Track your mood
Give you insight
Teach you stuff
Help you feel better
Be there 24/7
Learn from you over time
CLINICAL TRIALS
screening test made
“conversational” by
using a mixture of pre-
set response “buttons”
and NLP - allowing the
patient to type their
answers in
education &
awareness on
clinical trials
VIRTUAL REP
MEDICAL INFO BOT
VACCINES
SELF DETAILING
Questions?
Laurie Close
Senior Strategist
Ogilvy Consulting
laurie.close@ogilvy.com
Ritesh Patel
Chief Digital Officer
Health & Wellness
Ogilvy Consulting
ritesh.patel@ogilvy.com
Thank you.

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What's Next: The Rise of HealthBOTs

  • 1. Powered by What’s Next: The Rise of Health Bots
  • 2. Welcome Laurie Close Senior Strategist Ogilvy Consulting laurie.close@ogilvy.com Ritesh Patel Chief Digital Officer Health & Wellness Ogilvy Consulting ritesh.patel@ogilvy.com
  • 3. Tell us where you are dialing in from! What’s the weather like in your city?
  • 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com
  • 5. 5 Point and Click Touch Conversational (voice & messaging) THE INTERFACE EVOLUTION: CUSTOMER EXPECTATIONS ARE CHANGING
  • 6. WHAT THE HECK IS A CHAT BOT ? A chatbot is a piece of software designed to simulate human conversation, and they are often powered by artificial intelligence and machine learning.
  • 7. Chatbots live on SMS, social networks, or inside messaging apps like Facebook messenger or Slack, and can automate one-on-one interactions, often eliminating the need for a human. Messenger apps Mobile apps Text/SMS Websites Search Intelligent home products AND WHERE CAN I GET ONE ?
  • 8. “This is an instant interaction, and it is something that only becomes possible with bots. There’s no new app to download, no new account to create, and, perhaps most importantly, no new user interface to learn” — TED LIVINGSTON, KIK
  • 10. YOUR BRAND USER EXPERIENCE HAS CHANGED “I don’t care if customer service comes from a human or technology as long as I get my questions answered accurately” 40% *5-point agreement scale Among U.S. online adults (n=6001) Would rather start an automated customer service chat to get answers to questions instantly than wait on a phone to speak with someone live 35% Would rather reach customer service using messaging apps/chats (e.g., Facebook messenger) that they typically use instead of going to a dedicated customer service app/website 27%
  • 11. Basic Scripted • Matches user entries to key phrases and gives scripted responses Intent Recognizer • Employs natural language processing (NLP) tools to extract meaning from a request Dialogue Manager • Executes actions based on user intent • Contextualizes interactions by aggregating intents from session Intelligent Advisor • Complex inferential capabilities including ability to understand “slang” • Recommend options to enhance outcomes Artificial Intelligence Rule-Based Complexity, Cost, Time, Resources HighLow CHATBOTS PROVIDE A WIDE RANGE OF UTILITY
  • 13. Customer Service Hello, how can I help you?
  • 14. 85% Of customer interactions will be managed without a human by 2020. – Gartner prediction
  • 15. THE FIRST ROBOT LAWYER A CHATBOT THAT BEATS PARKING TICKETS
  • 16. There’s a lot happening in the world. Here are your top stories today: Content
  • 17. Quartz It’s a conversation about the news with a bot.
  • 18. Can you send me: • Sneaker trends • Weekly shop • Tacos Shopping & E-Commerce
  • 19. Nordstrom chatbot is ready to help shoppers find the perfect gift.
  • 20. Smart Assistants Do you want me to make you a reservation?
  • 21. A hybrid approach to a smart virtual assistant: Only 30% of requests are handled without human agents
  • 22. Ordering & Notifications Check in is open: Go ahead and get your boarding pass! See you soon on board with us.
  • 23. Healthcare Is Uniquely Suited To Bots
  • 24. HEALTHCARE IS DRIVEN BY DECISION TREES Medical Decision Tree for Appendicitis
  • 25. HEAVILY REGULATED WITH PRE-APPROVED RESPONSES/SCRIPTS
  • 26. HEALTHCARE SYSTEMS ARE STRETCHED – LIMITED AVAILABILITY
  • 27. CUSTOMERS ARE OPEN AND INTERESTED IN CHATBOTS * Among U.S. physicians 30% 30% 26% 19% 25% 27% 23% 23% 22% Product Dosing Contraindications Product Efficacy and Safety Product Enrollment Info Patient Related Resources Medical Education Programs Medical News Journal Articles Clinical Trial Data T2B Interest in accessing resources from chatbots on a pharma website: 30% Of physicians have interacted with a chatbot Current chatbot use (for any reason):
  • 28. Health Bots in Action
  • 29. Brands can now have continuous conversations with their customers pull responding to patient questions with a structured conversation that resolves the question immediately complement the sales force personalized push & pull bite sized & memorable leverage the power of visual education ON DEMAND push sending bite sized structured conversations designed to deliver information & education NOT embarrassing (HCPs hate to ask “stupid questions”) asynchro- nous omni channel
  • 30. c AND THEY ARE “STRUCTURED” HCP Bot What is the dosing for Drug X? Injections Tablets & Liquid To clarify, are you interested in the dosing information of tablets & liquid or injections? Tablets & Liquid Dosage modifications Initial dosing Okay, what specifically are you interested in learning more about? Query: “What is the dosing for Drug X?” Top scoring intent: dosing information Parameters: Drug X Score: 0.988 Dosing Conversation each structured conversation is written by a human and is approved by MedReg before deployment
  • 32. A.I. symptom assessment Doctor feedback trains A.I. Personalized doctor answers Dr. A.I.
  • 33. 33 What is it? A.I. Health Assistant (imagine a computer that can converse like a doctor) that sees 1,000s of patients per day, 24/7/365 What does it do? • Interviews patients in 2-3 minutes • Enables self-triage/diagnosis • Connects patients to a curated service/provider network How? Using a machine learning algorithm and data from real clinical literature Buoy
  • 35. OSCAR HEALTH INSURANCE Oscar Health is a tech-savvy insurance start-up that is designed to help people better understand health insurance coverage. They recently launched the Oscar Facebook bot to quickly and easily provide consumers with quotes for their health insurance.
  • 37. TABATHA – FOR ASTHMA
  • 38. THE STOPTOBER MESSENGER BOT KEEPING YOU GOING SOS SUPPORT TIPS & TRICKS TO HELP
  • 40. MOLLY
  • 41. HERE’S WHAT I CAN DO Features Track your mood Give you insight Teach you stuff Help you feel better Be there 24/7 Learn from you over time
  • 42. CLINICAL TRIALS screening test made “conversational” by using a mixture of pre- set response “buttons” and NLP - allowing the patient to type their answers in education & awareness on clinical trials
  • 47. Questions? Laurie Close Senior Strategist Ogilvy Consulting laurie.close@ogilvy.com Ritesh Patel Chief Digital Officer Health & Wellness Ogilvy Consulting ritesh.patel@ogilvy.com