This document summarizes a presentation about enabling provider-patient connectivity through mobile optimized web and app environments. The presentation discusses differentiating between optimized web sites and apps, best practices for mobile content, strategies for marketing mobile platforms to increase patient engagement, and examples of successful mobile sites. The objectives are to define differences between optimized web and apps, demonstrate best practice mobile site models, identify marketing strategies, and learn how to create deeper consumer engagement through mobile platforms.

1. Enabling Provider Patient Connectivity Through Mobile
Optimized Web and App Environments
Marcus Gordon, MBA
Atlanta Medical Center/Tenet Healthcare
Atlanta, GA
Thursday, February 23, 2012
4:45 pm – 5:30 pm
DISCLAIMER: The views and opinions expressed in this presentation are those of the author and do not necessarily represent official policy or position of HIMSS.

2. The rapid adoption of mobile devices
creates an opportunity for healthcare
providers to reach consumers and
potential patients with relevant
informa-tion in the palm of their hand.
This discussion will focus on how
providers can develop and deploy
mobilize optimized web environments to
increase consumer engagement.

3. Agenda
1. Differentiate between optimized web
and App in a mobile environment;
2. Discuss mobile content best practices;
3. Explore successful strategies and
examples of marketing mobile
platforms to increase patient
engagement;
4. Q&A.

4. Learning Objectives & Key Takeaways
 Define the differences between mobile optimized
and App in a web environment
 Demonstrate best practice models of mobile
optimized websites from a provider perspective
 Identify marketing strategies for increasing
utilization of mobile optimized web platforms
 Learn how to create deeper consumer
engagement through mobile optimized platforms

5. About e
 Over 7 years experience as a senior healthcare
marketing and public relations professional
 Responsible for one of the first provider based
mobile optimized websites
 Co-author in the SHSMD(Society for Healthcare
Strategy & Market Development) “Emerging
Media Handbook”
 Collaborator with IT for “eHealth” initiatives
 Ironman distance triathlete

6. “Mobile Optimized” Site
 A mobile “optimized” website features pared
down content from a standard website, and it is
organized to be viewed on a smaller screen, such
as a smartphone and/or tablet.
 These sites typically automatically “redirect” to a
mobile URL if recognized by a device/browser.
 These sites are relatively cheap to build and are
suitable for most devices and tablet interfaces.
 Mobile optimized sites are able to be recognized
by search engines in mobile (non-native)
environments, providing greater consumer reach.

7. Atlanta Medical Center
(www.atlantamedcenter.com)
Mobile Optimized
Website

8. “Native” App
 A native app is downloaded by users onto their
mobile devices and tablets. It can be offered for
free or come at a premium.
 An app is capable of handling more
multifaceted graphics and can make greater
use of a device's hardware capabilities (such as
graphics card, camera, etc.).
 Apps are typically more expensive to build and
maintain and (must be) developed across
multiple platforms (such as
iOS, Android, Blackberry, and Windows Mobile).

9. Central Baptist Hospital (KY)
Native App (iOS)

10. Now some fun . . .
Let’s take the “Pulse” of
Providers

11. How To Vote via PollEv.com
TIP Capitalization doesn’t matter, but spaces and spelling do

12. How To Vote via Twitter
1. Capitalization doesn’t matter, but spaces and spelling do
TIPS 2. Since @poll is the first word, your followers will not receive this tweet

14. Where does the industry stand
According to “Hospital Use of Mobile Technology”, A MedTouch
Benchmarking Study in association with the Society for
Healthcare Strategy & Market Development of the American
Hospital Association, 2012:
 Sixty‐six respondents (38%) reported having an optimized
mobile site, defined as a version of the main hospital website
that is specifically designed for a smartphone.
 Ninety‐eight respondents (57%) said their organization does
not have an optimized mobile website.
 Nine (5%) were unsure.
A total of 241 responses were received, for a response rate of 8.2% and a margin of error of plus orminus 6 percentage points at the 95% confidence level.

15. Why Do Providers Need To
Consider Mobile Optimized?
Average of FactSiteTrafficMobileVisitorsPercentage
Mobile Visitors As A Percent of All Visitors
12
10
8
6
4
2
Your Target Audience is Already Here!
0
12/1/2010 1/1/2011 2/1/2011 3/1/2011 4/1/2011 5/1/2011 6/1/2011 7/1/2011 8/1/2011 9/1/2011 10/1/2011 11/1/2011 12/1/2011 1/1/2012
TimeID
Source: Geonetric Consumer Website Traffic 2010 through 2012

16. Mobile Content Best Practices
1. When a user visits a mobile optimized site, make
sure the experience is as quick and as seamless as
possible.
2. Mobile users WANT immediate access to information.
Provide pertinent content that’s EASY to find (no
more than 2-3 click through’ s).
3. Content links and “jumps” should also direct to
mobile optimized pages.
4. Maintain brand consistency with streamlined and
practical design.

17. Effective Consumer Mobile Sites

18. What Are The Goals for Provider End
Users (Patients/Family/Physicians)?
Graphic from: www.mobilewebbestpractices.com

20. What’s Important to Healthcare Marketers. . .
Source: MedTouch/SHSMD Mobile Technology Survey, 2012

21. Usefulness According to Department Ownership
Source: MedTouch/SHSMD Mobile Technology Survey, 2012

22. Atlanta-based Southern Regional Medical
Center has a mobile site that features a robust
physician finder, with full MD profiles - a
capability that helps highlights the system’s
physicians. The site also allows users to search
for a location and explore the Contact Us
section.

23. Peoria-based Methodist Medical Center of
Illinois (MMCI) has a mobile site that offers
emergency room wait times and symptom
navigator - a feature that helps health
consumers find health information and
guides them toward possible causes and
treatments. MMCI's mobile site also allows
users to search for a doctor or a location and
explore the Contact Us section.
* As of 2011

24. Creating Engagement
Through Mobile Optimized Sites
Here are what some providers are
doing via their mobile optimized sites
in order to create deeper consumer
engagement . . . while creating a
competitive advantage via a healthy
mobile experience.

25. Mobile Patient Engagement at Crozer-Keystone
Crozer-Keystone Health System in Springfield,
PA, has a mobile optimized site that offers
enhanced functionality including location,
provider and service directories, calendar and
events registration.
The site has a mobile optimized “Request an
Appointment” form that allows users to start
the appointment process via their phones. The
mobile site also offers quick access to Crozer-
Keystone’s social media platforms, including
Twitter, YouTube, LinkedIn and Facebook.

26. Mobile Patient Engagement at North Kansas City
North Kansas City Hospital in North Kansas
City, MO, has a mobile optimized site that
offers enhanced functionality including
location, provider and service directories, and
patient and visitor information.
The site has a mobile optimized “Cheer Cards”
form that allows mobile users to send a web
based cheer card to a patient directly via the
mobile site.
The mobile site also offers mobile optimized
floor plans of the hospital and affiliate facilities
– a convenience for patients, family
members, and physicians on the go.

27. Mobile Patient Engagement at
Overlake Hospital Medical Center
Overlake Hospital Medical Center in
Bellevue, WA, has a mobile optimized site that
offers basic functionality including
location, emergency room wait times, and
patient and visitor information.
The site also offers wellness tools to provide
consumer/patient education (through a secure
https link)– they promote them at health fairs
through QR codes so that attendees learn more
about the following topics:
 Heart Health
 Diabetes
 Stroke Awareness
 Obesity

28. Overlake Hospital
Mobile Wellness Tools

30. Strategies for Generating
Awareness of Mobile Sites

32. Mobile Display Advertising
Targeted mobile display advertising, which, via device recognition for unique reader
interaction, activates direct click to Android and iTunes stores.

33. Mobile Display Tracking

34. App Downloads When Promoted

36. Promotion of Mobile Optimized
Capabilities via Web Channels

38. Marcus Gordon
Director of Marketing, PR, and Emerging Media
Atlanta Medical Center (Tenet Healthcare)
Atlanta, GA
Twitter: @AtlMedCtr
LinkedIn: linkedin.com/in/marcusgordon

39. Questions, thoughts, . . . .