Industries and categories across the board have upgraded the customer experience, and it is time for healthcare to catch up. Healthcare providers, pharmaceutical and insurance companies can and should meet the needs of their patients by drawing inspiration from some of the most innovative companies in the world, both in and outside of the healthcare industry. In this presentation, we shine a spotlight on several brands that are doing just that. By understanding the deeper needs and pain points of their consumers - beyond the functional and physical - these brands are resonating with their consumers in powerful ways.

1. Seven Ways
Healthcare Organizations
Can Innovate the
Patient Experience
www.prophet.com/expertise/healthcare
Webinar presented by
• Paul Schrimpf
• Josh Epperson
April 2015

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Industries across the board are upgrading
the customer experience—it’s time for
healthcare to catch up
Today you can…
…browse real estate online,
compare prices, and analyze
lending rates in seconds
…book an entire vacation in
minutes, and instantly download
boarding passes to your phone
…easily return almost anything
in any condition to several
retailers
Yet, in healthcare you…
…have to decode insurance
plans to determine the best one
for you and your family
…wait days, weeks, and even
months to have certain
procedures done
…receive bills months after a
visit, explaining what didn’t
get covered

3. The patient experience demands
transformation. It calls for disruptive
innovation.
But to innovate we need to inspire.
We need to challenge the way we
think about the patient experience,
and look beyond healthcare to see the
way forward.
Today is all about inspiration. So that
tomorrow we can transform how we
care for patients.

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Healthcare, like all industries,
must innovate to respond to deep
consumer needs
1
Patients are people,
not objects with
conditions and
associated
reimbursement rates.
2
The healthcare
industry knows how to
solve consumers’
physical needs.
Now is the time to look
to their deeper human
needs.
3
Healthcare
organizations must
constantly innovate to
respond to a rapidly
changing regulatory
and competitive
environment.
4
The healthcare
industry must draw
inspiration from the
most innovative
companies in the
world, both in and
out of category.
Proprietary and confidential. Do not distribute.

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Prophet conducted a nation-wide survey to
better understand key needs in healthcare
35%
40%
41%
feel “doctors largely provide an impersonal service
and have no time for their patients.”
fear the lack of clarity and transparency in healthcare.
believe the healthcare system is more concerned
about money than people’s well-being.

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We found that the needs we see at a societal
level are also felt deeply in the ever-
changing healthcare industry
Consumer
Needs
Convenience Ease
Connectivity Empathy Motivation Empowerment
Convenience Customization

7. Convenience
With increasingly hectic lives
and demands on their time,
consumers won’t tolerate frustration
and inconvenience.
They expect brands to anticipate
and accommodate their needs when
and where they want them.

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The diverse needs of consumers require
healthcare that is easy, flexible and
convenient
The need for convenience in healthcare
• On average, two new urgent care centers
open every day.1
• The number of visits to retail clinics grew
fourfold between 2007 and 2009.2
• With virtual care, diagnosis and treatment
time can be compressed by a factor of 10
or more.3
Innovations such as Amazon Mom and Amazon Prime Air
provide greater ease and speed for online shopping than
ever thought possible.
Implication: With logistical innovation, there are always
ways to make services more convenient.
Pager is a mobile app that helps consumers request a
house call at the tap of a button. Doctors will come to you,
eliminating waiting room hassles.
Implication: Bring care to consumers, rather than
trying to bring them to you.
Sources: 1) Galewitz, Phil. "Urgent Care Centers Are Booming, Which Worries Some Doctors." Kaiser Health News, 17 Sept. 2012. Web. 15 Apr. 2015. 2) "Medicine at the Mall." The Economist Newspaper, 06 Apr. 2013. Web. 15 Apr. 2015. 3) "The Virtual Primary Healthcare Revolution: What
Health Systems Need To Know." Becker's Hospital Review, 03 Feb. 2013. Web. 15 Apr. 2015.

9. Customization
With technology providing more control at
our fingertips than ever before, consumers
want to customize products and services
according to their own terms.
They need brands to help them design and
personalize an experience all their own.

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Healthcare companies should allow
consumers to customize elements of their
offerings and experience wherever possible
The need for customization in healthcare
• In a recent study conducted by Prophet, 35%
of patients surveyed said that they feel
“doctors largely provide an impersonal
service and have no time for their patients.”1
• By the end of the decade, genetic testing in
the US is predicted to grow 150%, allowing
for highly personalized treatment.
• Employers that utilize customized healthcare
benefits can save as much as 10-20%
in costs.
UPS now lets customers choose exactly where and when
their package is delivered, and even reroute package
deliveries on the fly.
Implication: Provide consumers with flexibility
wherever and whenever possible.
Benecure designs personalized nutrition and fitness
programs using data captured by mobile health devices and
applications to help chronic patients manage their condition.
Implication: Every individual is unique, and so should be
their treatment programs.
Sources: 1) Prophet’s 2014 Consumer Healthcare Exchange Survey: Lessons From Year One & Opportunities For Year Two (1,000 person survey).

11. Ease
Our world today can be complicated
and overwhelming, and we are seeing
an increasing trend toward minimalism.
Consumers need brands to streamline
processes and eliminate anything that is
cumbersome and unnecessary—less is more.

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Healthcare can be confusing and
intimidating—it is time to streamline
The need for ease in healthcare
• In a recent survey conducted by Prophet,
40% of participants said they fear the lack of
clarity and transparency in healthcare.1
• By 2030, one in five Americans will be over
the age of 65. There will be an increasing
need to simplify the complexities of
healthcare for non-tech savvy seniors.2
• Specialized health coaches are on the rise,
helping consumers understand how to better
take care of themselves and their loved
ones. With the feedback of these coaches,
providers are developing more customer-
centric solutions aimed at simplifying
healthcare delivery.
Turbo Tax’s easy, beginner-friendly online platform for
filing tax returns has simplified an industry traditionally defined
by complexity.
Implication: The scarier the industry is to consumers,
the greater the opportunity for innovation.
Oscar is an online and mobile healthcare search engine
that brings a simple design and interface to healthcare
and insurance.
Implication: Human-centered design can make
healthcare seem simpler and more approachable.
Sources: 1) Prophet’s 2014 Consumer Healthcare Exchange Survey: Lessons From Year One & Opportunities For Year Two (1,000 person survey). 2) “The State of Aging and Health in America 2013.” Centers for Disease Control and Prevention, US Dept of Health and Human Services, 2013.
Web. 14 Apr. 2015.

13. Connectivity
Consumers are more inter-connected
with one another than ever before,
redefining the notion of friendship
and community.
There is a deep need for consumers
to connect and stay connected with
those who share similar needs,
hopes and ideas.

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Healthcare companies have the opportunity
to serve as hubs to nurture and facilitate
increased connectivity
The need for connectivity in healthcare
• 39% of US physicians communicate online
with patients via email, secure messaging,
instant messaging, or online video
conferencing.1
• 18% of internet users have gone online to
find others with health concerns similar to
theirs.2
• Last year, the biggest companies formed
over 70 distinct healthcare partnerships in 9
different categories.
Meetup is an online service that helps groups of people
with shared interests plan events and facilitates offline
group meetings around the world.
Implication: Establish an ongoing relationship
with your consumers by helping them form ongoing
relationships with one another.
MyCareText is a messaging tool for connecting patients
and family members with their healthcare providers
throughout the entire cycle of care.
Implication: Facilitating the connection between
consumer, provider and loved ones results in better,
more informed outcomes.
Sources: 1) “Digital Health: A Way for Pharma Companies to Be More Relevant in Healthcare.” Booz & Company, 2013. Web. 15 Apr. 2015. 2) "Peer-to-peer Health Care." Pew Research Centers, 27 Feb. 2011. Web. 15 Apr. 2015.

15. Empathy
Consumers are increasingly viewing their
interactions with brands as a relationship
rather than just a transaction.
Companies that treat consumers like
human beings with respect, understanding
and delight will forge strong and
loyal relationships.

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There is a need to put the “care” back in
healthcare with experiences that feel
accessible, authentic and human
The need for empathy in healthcare
• In a recent study conducted by Prophet, 41%
of U.S. citizens said they believed the
healthcare system is more concerned about
money than people’s well-being.1
• When selecting the most important qualities
in a hospital, consumers cared almost twice
as much that they were “treated like a
person” than the “strongest clinical
outcomes”.
• Healthcare systems are making empathy
part of employee training, including
Cleveland Clinic’s series of videos that
encourages doctors, staff and patients walk
in the shoes of others.
CarMax is the largest used car retailer in the US, and the
empathetic service they provide puts car-buyers at ease, such
as their no-haggling policy.
Implication: Uncover and challenge assumptions about
how business can and should be conducted in your
industry.
GE Healthcare’s Adventure Series made medical imaging
less scary for pediatric patients with themed rooms and fun
characters, reducing the need for repeat procedures.
Implication: Learning to walk in your consumers’ shoes
yields benefits to both patient and provider.
Sources: 1) Prophet’s 2014 Consumer Healthcare Exchange Survey: Lessons From Year One & Opportunities For Year Two (1,000 person survey).

17. Motivation
Consumers seek motivation to engage
with brands or services, especially for
self-improvement.
They value brands that acknowledge their
efforts, surprise them with relevant and
exciting rewards, and make them feel like
a valued customer.

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Healthcare companies must create
compelling and unique ways to motivate
healthier consumer behavior
The need for motivation in healthcare
• Failure to comply with prescriptions is costing
the U.S. health system between $100 billion
and $289 billion annually.1
• A recent study found that up to 50% of
medications for chronic disease are not
taken as prescribed.1
• 46% of those with trackers say monitoring
behavior has changed their overall approach
to maintaining their health or the health of
someone for whom they provide care.2
CrossFit is a brand of gyms and fitness programs with a
community-driven approach.
Implication: Harness the power of community for
motivation through encouragement and accountability.
Keas is an employee health and wellness program
combining social media and online games to create
happier, healthier, and lower-cost workforces.
Implication: Fun and games can motivate consumers and
produce serious results.
Sources: 1) "The Mobile Gaming Industry Could Have The Answer To This Expensive Health Challenge." TheHuffingtonPost.com, 15 Oct. 2014. Web. 15 Apr. 2015. 2) "Tracking for Health." Pew Research Centers, 27 Jan. 2013. Web. 15 Apr. 2015.

19. Empowerment
Knowledge is power, and consumers know
it. They are seeking greater empowerment
and control over every aspect of their lives,
and information enables them to do so.
Consumers expect brands to empower
them with data and information that is
centralized, secure, and at their fingertips.

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Knowledge can empower consumers to take
greater control of their healthcare
The need for empowerment in healthcare
• 60% of U.S. adults say they track their
weight, diet, or exercise routine.1
• 33% of U.S. adults track health indicators or
symptoms, like blood pressure, blood sugar,
headaches, or sleep patterns.1
• The #1 barrier preventing consumers from
managing their own health is inadequate
access to health knowledge and education
tools.2
Nest is a customizable, smart thermostat system that learns
users’ needs and coordinates an entire system
to their lifestyle, along with further optimization suggestions.
Implication: It’s not enough to just provide consumers
with data and information—make it actionable with
smart suggestions.
Healow is an online platform that serves as a one-stop info hub
for users, providers, and loved ones. Doctors can keep patients
up to date on all their health stats.
Implication: Information becomes more empowering
when it is shared with both consumers and providers.
Sources: 1) "Health Fact Sheet." Pew Research Centers, 16 Dec. 2013. Web. 15 Apr. 2015. 2) "Customizing Healthcare: How a New Approach to Diagnosis, Care, and Cure Could Transform Employer Benefits in a Postreform World." PricewaterhouseCoopers, n.d. Web. 15 Apr. 2015.

21. It is no longer just about
what you sell, and how-and-
where it is delivered…
…it also has to addresses
consumer needs and how it
makes them feel

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• Convenience
• Customization
• Ease
• Connectivity
• Empathy
• Motivation
• Empowerment
What is your organization
doing to provide?…

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Questions?
Let us know!
Paul Schrimpf
Associate Partner – Healthcare
p_schrimpf@prophet.com