The digital revolution started by the advent of Apple's iPhone, Google's Android OS, and Amazon's analytics-driven e-commerce has set consumer expectations to all time high. The healthcare industry after decades slow technical adoption is today scrambling to implement and integrate technology enablers that provide a meaningful and compelling patient experience. Much like the modernization of the airline industry healthcare is looking for methods to lower cost, improve service, and optimize capacity. From first of its kind partnership with Uber to it telemedicine and eVisits program, MedStar is on a journey to reimagine how patients consume quality health care.

1. Engaging the Next Generation of
Healthcare Consumers
Presenter: Michael Ruiz, Vice President and Chief Digital Officer, MedStar Health

2. The Shift
Catalysts for Consumerism in Healthcare
Consumer Spectrum
Technology Enablers
Implications in Marketing
Agenda
2
1
2
3
4
5

3. The Shift
3
Yesterda
y
Toda
y
Image Source:
Ksbw
Image Source: CBS Los
Angeles

4. Catalysts for Consumerism in Healthcare
4
2013
Rise of Mobile: 78% of
U.S. consumers are
interested in mobile health
solutions that enable them to
answer health-related
questions with the touch of a
screen4
Online Access:
72% of internet
users search for
health information
online3
2012
Digital Innovations: Technology increased
at an exponential rate, with $4.1 billion in
funding for digital health startups
• Wearables
• Telemedicine
• Predictive Analytics
• Internet of Things (IoT) 5
2014
2030
Aging
Population: One
in five Americans
projected to be 65 or
older, driving a
demand for
managing chronic
conditions6
2010
Health Care Reform:
The Affordable Care Act
(ACA) is signed, shifting
purchasing power to the
hands of participants in
healthcare2
Increased:
• Marketplace choices
• High Deductible Health
Plans (HDHPs)
• Costs
Social Media
Boom: Social
Networking goes
“mainstream”1
2009

5. Consumer
s
Customer
s
Patients
Members
Consumer Spectrum
5
Access to the best quality of care for
episodic illness
EXPECTATIONS:
Access to transparent pricing for
making cost-effective decisions
Access to convenient and easy-to-use
services for a personalized experience
Access to tools for actively managing
health

6. Find A Doctor
• Search by specialty,
geographic region, and
other demographics
• View contact information,
clinical areas of focus, and
education
Technology Enablers
Members
EXPECTATION:
Access to tools for actively
managing health through the
integration of new technologies
•Websites
•Wearables
•Apps
6
77% of patients said
they use online
reviews prior to
choosing a
physician1
96% of patients think
health apps
improve their quality
of life2
1
Software Advice Patient Survey 2015
2
Gartner News, Healthcare Informatics Patient Survey 2015
Health Encyclopedia
• Physician approved content
• Comprehensive guide to
health topics, symptoms and
treatments
Social Media
• Health related content
• Videos
• Live Chats with physicians
• Customer service
• Reputation management
At MedStar

7. Online Appointment
Making
• View availability instantly
• Inform choices based on
reviews
• Book online
• Receive email reminders
myMedStar Patient
Portal
• Access medical records
• Pay bills
• Request prescription refills
• Review test results
Integrated
Pre-Registration
• Online access to mandatory
documents
Technology Enablers
Patients
EXPECTATION:
Access to the best quality
of care for episodic illness
7
At MedStar
1
Accenture 2013 Consumer Survey on Patient Engagement
66%
of health systems
projected to offer self-
scheduling by 20191
11%
of health systems
offered self-
scheduling in 20141

8. Telemedicine
• Virtual patient consults
• Diagnosis, treatment, and
prescriptions for common
illnesses
CRM Platform
•Marketing automation
•CRM Data Evaluation
Technology Enablers
Customers
EXPECTATION:
Access to convenient and
easy-to-use services for
a personalized experience
8
Partnerships
• Leveraging technology
companies
• Widget integrations
• API integrations
At MedStar
1
IHS Technology

9. Price Transparency –
Insurance
• Point of sale
‒ Medl.io
‒ United Healthcare’s myEasyBook
Technology Enablers
Consumers
EXPECTATION:
Access to transparent
pricing for making
cost-effective decisions
9
Healthcare spending is projected to rise 6% per
year from 2015-2023 (3.6% in 2013)1
1
National Health Expenditure Projections, 2013-23
3.6%
5.6%
6.0%
MedStar’s Aspirations
Price Transparency –
Procedures
• Comparison shopping
‒ Healthcare Blue Book
‒ GoodRX – Prescription drugs
2013
2014
2015

10. PRODUCTS
Selling a product or
service to a passive
audience
EXPERIENCES
Providing engaging
interactions and
emotional connections
Implications in Marketing
10
MASS
MARKETING
Presenting the same
message to everyone
CUSTOMIZATION
Tailoring a message to a
stated preference based on
user input
PERSONALIZATIO
N
Specifying a message to an
individual based on defined
or inferred preferences using
predictive data analytics
Past
Present

11. QUESTIONS
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