A session by Casey Albertson, President, Patient Bond on the topic of 'Boosting App Installs' at InterCon USA 2019, held at Caesars Palace, Las Vegas on 18-20 June, 2019.

1. PatientBond
Boosting App Installs

2. WHAT’S THE CHALLENGE?
WHILE HEALTHCARE CONSUMERS AND PROVIDERS SEE VALUE, PATIENT ENGAGEMENT
TECHNOLOGY SIMPLY ISN’ T VERY ENGAGING
DE L I VE R Y
“One channel fits all”
doesn’t engage or activate
CO N T E N T
“One message fits all”
approach doesn’t resonate
“Digital Health is not a computer
science or an engineering science. It
is a … behavioral science.
Creating the tech isn’t the hard
part. The hard part is using the tech
to change patient behavior”.
Dr.Brennan Spiegel
Cedars-Sinai Medical Center
Fortune – April, 2018
RE S I S TA N C E
Lack of compelling content and
delivery causes patients to ignore
or procrastinate
UN DE R P E R F O R M AN C E
Patient outcomes and practice
operations miss expectations
2

3. 3

4. 4

5. WHY PSYCHOGRAPHICS?
BRINGING A CONSUMER MARKETING
APPROACH TO HEALTHCARE
• Attitudes, values, lifestyles and personalities are key to
understanding healthcare consumers’ motivations.
• Enables personalization of messaging that resonates more
effectively and increases likelihood of behavior change.
Heritage
Patient Bond Psychographics developed
by Healthcare Consumer Experts from P& G
5

6. Study #1 2013; Study #2 January 2015, Study # 3 October2018
PROPRIETARY PSYCHOGRAPHIC RESEARCH STUDIES
United States, online sample of 4,878, 4,039 , 4105 individuals
National representative sample by age (18+), gender, region, and
race
HealthCare
Attitudes
Conditions
Experience,
Current
Medications,
OTC Attitudes
Health
Insurance
Provider -
Satisfaction,
Desired
Benefits
HealthCare
Reform
Attitudes
Sources of
Health Care
Information
Demographics
51 health
conditions
including…
• Anxiety
• Diabetes
• Heart Disease
• Depression
• COPD
• Obesity
• Hypertension
ComprehensiveSurvey
PATIENTBOND PSYCHOGRAPHIC SEGMENTATION MODEL IS BASED ON
YEARS OF EXTENSIVE PRIMARY MARKET RESEARCH DATA
6

7. DETERMINE PATIENT TYPE
PATIENTBOND COMBINES PROPRIETARY BEHAVIORAL SCIENCE WITH
MULTI- CHANNEL COMMUNICATIONS TO AMPLIFY DIGITAL RELATIONSHIPS
PRIORITY JUGGLERS
Busy with things other thanhealth
Reactive to personal health
Proactive with family health
DIRECTION TAKERS
Deeply trust healthcare providers
Visit doctor at first sign of issue
May not follow advice due to other
responsibilities
SELF ACHIEVERS
Proactive, driven by appearance
Treatment and screeningdiligence
Task oriented, challenge driven
18%19%
15%
WILLFUL ENDURERS
Live in the here andnow
Do what they like, when theylike
Self-reliant and resilient
Only visit doctor whennecessary
31%
BALANCE SEEKERS
Proactive andwellness-oriented
Open to ideas and options
Self-defined success
Providers are resources
7
17%

8. DETERMINE PATIENT TYPE
Doctor Knows
Best I Know BestPJ BSDT SA WE
Traditional
Medicine
Alternative
Medicine
BS
DT
SA WE
Traditional
Health Care
Education
App installs
PJ
PJ
WE
PSYCHOGRAPHICS RESEARCH PROVIDES INSIGHTS INTO HOW PATIENTS PERCEIVE
KEY HEALTHCARE SITUATIONS AND HOW THEY REACT TO THEM
SELF
ACHIEVERS
DIRECTION
TAKERS
PRIORITY
JUGGLERS
WILLFUL
ENDURERS
BALANCE
SEEKERS
DT BS SA
8

9. ENGAGEMENT
FL E X I BL E
Managed campaigns
configured effortlesslywith
drag and drop functionality
AC T I O N A B L E
Patient actions are easily embedded
in any outgoing communication to
capture structured responses
AD J US TAB L E
Channels and content changed
on the fly based on patient
attributes and responses
TI M E LY
Dynamic pauses allow
communication time to be set at
patient level
CONFIGURABLE WORKFLOWS USE MULTI- CHANNEL OUTREACH AND LEVERAGE
SEGMENT SPECIFIC INSIGHTS FOR PERSONALIZED MESSAGING TO ALL PATIENTS
9

10. TOTAL
REP
Self
Achievers
Balance
Seekers
Priority
Jugglers
Direction
Takers
Willful
Endurers
a b c d e f
BASE: Total Respondents 4105 757 714 715 633 1286
% % % % % %
Technologies Used in Managing Your Health/Healthcare in
Amazon Alexa
14
Amazon Echo
8
Apple Siri
12
Apple Watch
6
Augmented Reality/Virtual Reality program
4
Home Testing/Diagnostics fordiseases
7
Genetic Testing (e.g., 23andMe, Navigenics/LifeTechnologies)
8
Health Portal (website offered by physician or hospital to access
your personal health information andrecords)
29 35 33 28 33 21
df df f f
Online health community (e.g., Facebook health group,
Communispace, Everyday Health)
7 11 8 4 6 7
def de d
Smartphone app
21 26 25 19 20 19
def def
Telehealth (live medical consultation over mobile phoneor
internet)
5 7 4 3 3 8
cde cde
Wearable fitness technology (e.g., Fitbit, Garmin, etc.)
16 20 20 16 14 14
def def
Other
1
None of the above
42 33 37 48 47 44
bc bc bc
10
THE
DATA

11. TOTAL
REP
Self
Achievers
Balance
Seekers
Priority
Jugglers
Direction
Takers
Willful
Endurers
a b c d e f
BASE: Total Respondents 4105 757 714 715 633 1286
Assistant Using an Artificial Intelligence (AI) Program
Such As an App, Alexa, Siri or
Watson, To:
Diagnose healthissues
18
Tell me what I should be doing to be healthy
22
Monitors a health condition,medicationsand vital signs
at home
26
Help me estimate out-of-pocket medical costs
24
Schedule healthcare appointments
29
Explain insurance benefit coverage
21
Explain healthcare bill payment options
16
None of these
48 39 46 55 58 46
b bcf bcf b 11
THE
DATA

12. CASE STUDY: BOOSTING THE USE OF URGENT CARE
12
12
Willful Endurers visit the Urgent Care the most
They are 3X more likely to visit the Urgent care than Self Achievers, and 7X vs other segments
Willful Endurers wait until the last minute to handle medical issues/challenges, and when
delayed at a traditional physician office they go to Urgent Care
Segment Percentage
Percent of All People
Who Visit Urgent Care
Every 1-3 Months
Self Achievers 18% 18%
Balance Seekers 17% 3%
Priority Jugglers 17% 3%
Direction Takers 15% 9%
Willful Endurers 31% 67%
Total 100% 100%

13. CASE STUDY: BOOSTING THE USE OF URGENT CARE
Urgent Care and Hospital Five-mile zones Willful Endurers Drive Volume and Success
13

14. CASE STUDY: BOOSTING THE USE OF URGENT CARE
20 25 30 55 60 65 70
FY17Visits
Thousands
40
35
30
25
20
15
10
5
0
35 40 45 50
Total Willful Endurers Thousands
Market Population of Willful Endurers vs.
Site Volume
(r = 0.58, r2 = 0.33)
When sites having the most densely populated Willful Endurer segments were correlated to volume, the explained
variation in visits increased over three-fold (r2 = 0.33 vs. 0.10).
One-third of the variation in site volume can be attributed to the concentration of Willful Endurers residing within 5
miles
Direct Marketing to Willful Endurers
Incremental visits
14

15. CASE STUDY: BOOSTING PORTAL ADOPTION
Results
15
- 41.8% of all recipients registered for portal – 57.8% of these also completed HRA

16. 1. Build the product to meet the buyers distinct needs
2. Target the people most likely to buy
16
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YOU HAVE TWO CHOICES

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CASEY ALBERTSON
PRESIDENT
casey@patientbond.com
513 313 5597
www.patientbond.com