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What's transforming healthcare digital marketing?

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What's transforming healthcare digital marketing?

  1. 1. What’s transforming healthcare digital marketing? Maulik Majmudar, MD Associate Director Healthcare Transformation Lab Massachusetts General Hospital f t e Shawn Gross Chief Digital Strategist Healthcare Practice Lead White Rhino
  2. 2. ADVERTISING WITHOUT THE ADS How to weave digital marketing programs " into the operational fabric of your organization "
  3. 3. Because the average person IGNORES " 5,000 ads per day Source: CBS “Cutting Through Advertising Clutter September 17, 2006
  4. 4. Our audiences pay attention " when we get personal "
  5. 5. The Heart-Mind Connection CREATE A DOPAMINE RELEASE
  6. 6. “As patients behave more like consumers, healthcare organizations need to deliver a higher level of personalized service, satisfaction and overall experience – " or risk losing business to the competition.”
  7. 7. NURTURING THE BASE Are we delighting audiences with " unexpected experiences? " Are we building long-term loyalty into our marketing programs?
  8. 8. WHERE SHOULD WE FOCUS? Create experiences worth talking about by working collaboratively with operational peers " ambulatory clinics - hospital administration - inpatient teams - front desk staff - call centers
  9. 9. START BY EXTENDING THE PATIENT EXPERIENCE Typical Hospital View Consumer View Valuable Content “Am I drinking enough water?” “Am I getting enough vitamin D?” “Can you help me interpret my lab results?”
  10. 10. YOU WILL HAVE BUILT A LIFETIME RELATIONSHIP By being there all the time vs. " being there only when they’re sick
  11. 11. Isn’t that the type of relationship we want" (built on trust)" with our health care providers?
  12. 12. MAYO’S 1st COMPANION APP Mayo Clinic launches meditation app in 2010 “How do I get into people’s daily lives?”
  13. 13. Hi, Shawn. Welcome to " Massachusetts General Hospital! " Your appointment is at 3:00 pm " in Blake 8 located at the main entrance of 55 Fruit Street.
  14. 14. Hello! Mass General here again. " Dr. Thomas is running 15 minutes late for your 10:00 am Primary Care appointment. No need to rush. Instead, you can visit: Coffee Central Restrooms Gift Shops
  15. 15. increase Press Ganey satisfaction scores, introduce visitors to donor walls and charitable giving opportunities, gift shops, florists and other cross-selling opportunities?
  16. 16. UNDERSTANDING WHAT TO DO WITH MY DATA
  17. 17. No one ever said “This lab result is easy to read.”
  18. 18. The lab result re-imagined 250 Heart Attack Risk 65%
  19. 19. 250 Heart Attack Risk 65% The lab result re-imagined
  20. 20. The lab result re-imagined
  21. 21. 250 Heart Attack Risk 65% The lab result re-imagined
  22. 22. 235 Heart Attack Risk 46% The lab result re-imagined
  23. 23. 195 Heart Attack Risk 28% The lab result re-imagined
  24. 24. 175 Heart Attack Risk 12% The lab result re-imagined
  25. 25. What do our consumers really want? HOW TO HARNESS THE POWER" OF “ADVERTISING WITHOUT THE ADS”
  26. 26. CONTINUOUS PROACTIVE PATIENT CENTRIC HIGH VALUE TRANSPARENT ACCESSIBLE EPISODIC REACTIONARY PROVIDER CENTRIC HIGH VOLUME NON-TRANSPARENT INACCESSIBLE Medical Practice TODAY FUTURE 1. Affordable Care Act 2. Technological advances 3. Consumer demand
  27. 27. CONTINUOUS PROACTIVE PATIENT CENTRIC HIGH VALUE TRANSPARENT ACCESSIBLE EPISODIC REACTIONARY PROVIDER CENTRIC HIGH VOLUME NON-TRANSPARENT INACCESSIBLE Medical Practice TODAY FUTURE 1. Affordable Care Act 2. Technological advances 3. Consumer demand
  28. 28. To improve the experience and value of healthcare through collaborative innovation Mission
  29. 29. Engage Goals Connect Support Catalyze
  30. 30. An open innovation contest that taps into the collective knowledge, experience, and creativity of our staff to transform healthcare Ether Dome Challenge 235 submissions > 50 innovators >200 crowd voters 6 grants awarded
  31. 31. A N S W E R S H E A R D : ! •  Wayfinding (parking, navigation to facilities) •  Online scheduling •  Transparent billing •  Guidance on good health •  On-demand access to physicians
  32. 32. ๏ First step towards transforming outpatient specialty care through technology ๏ Experimenting with different business and care models Example 1 TeleHeart
  33. 33. ๏ A new care model that leverages technology to enable frequent asynchronous ‘micro-visits’ and remote monitoring Example 2 Digital Health Practice
  34. 34. Desirable Health Experience INWARD + OUTWARD FACING Success = pulling it all together! (marketing, operations, clinical, billing, facility and grounds, patient ed, etc.)
  35. 35. DIGITALLY-DRIVEN HOSPITAL OF THE FUTURE Fun, entertaining and addictive " experiences, lead to greater brand loyalty, " increased consumption of services " and higher patient volume.
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  42. 42. So the next time a physician asks" you to help grow her practice…
  43. 43. adwords apps blogs content ebooks email facebook landing pages flickr infographic instagram linkedin microsites mobile social media websites responsive SEM SEO tumblr twitter whitepapers
  44. 44. What if you could submit your health data before you even arrived at your doctor’s office?
  45. 45. Removable Bluetooth sensor tells the app how much water has been consumed Change patient behaviors to keep them healthy Simple, invisible “companion apps” as the marketing program
  46. 46. And that’s advertising lifetime relationship building with a heart-mind connection
  47. 47. ADDICTIVE EXPERIENCE METRICS Patient volume + retention rates Return visits and compliance Survey data that measures patient engagement, days to appt + trust levels Provider satisfaction + retention Digital engagement (social media mentions, inbound marketing offers + nurture programs, portal users, etc.) that measure usage, satisfaction + sharing
  48. 48. ENGAGE" Get to know your operations staff (and ask questions), network with diverse people à engage patients + clinicians with crowd- sourced events" CONNECT" Introduce like-minded individuals from various disciplines; hold networking events" SUPPORT" Coach and align staff to key strategic priorities HOW YOUR HOSPITAL CAN FOSTER INNOVATION
  49. 49. New ebook! Addictive Health:! The Patient Journey Reimagined
  50. 50. We’d like to hear from you! #digitalhospital #hcmktg Shawn @shawngross! shawn@whiterhino.com! whiterhino.com Maulik @mgh_htl! mmajmudar@partners.org healthcaretransformation.org !

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