Phunware webinar future of connected health

The Future of Connected Health

© 2009-2015 Phunware, Inc.2 | phunware.com
Agenda
1. Phunware Introduction
2. Why Mobile?
3. Mobile for Marketers
4. Connected Health
5. Top 10 Things We Learned at HIMSS
6. Summary

Phunware Overview
FOUNDED
February 2009
EMPLOYEES
210
HEADQUARTERS
Austin, TX
OFFICES
Newport Beach, CA
San Diego, CA
Rockville, MD
New York, NY
Miami, FL
Singapore
London, UK
CORPORATE OVERVIEW
phunware.com/company/
• Hundreds of branded applications launched
• Tens of millions of application downloads
• Mobile solutions for some of the largest healthcare systems in the US
• 1 trillion+ transactions per year
• 200 billion+ advertising transactions per year
• Hundreds of millions of videos served
• #1 globally in multiple categories

Bringing Fortune 500 Expertise to Healthcare
Phunware is highly scalable and serves more than 3,600 customers globally.

48%
39%
31%
35%
34%
33%
32%
28%
25%
25%
Quantifying a meaningful ROI
Defining meaningful point of differentiation
Achieving marketing alignment with staff
Determining impact of healthcare reform
Defending against market encroachment
Managing and improving brand reputation
Rethinking strategies due to budget cuts
Delivering superior patient experience
Communicating consistent brand message
Implementing social media strategy
Marketing Challenges According to Hospital Executives
Percent of respondents
Source: Smith and Jones
2013 Survey for Marketing Executives
Areas where
mobile apps
can help

Why Mobile?
There are almost as many mobile subscriptions
as there are people on earth — 6.8 billion.
That’s 96 cell phone subscriptions
for every 100 people.
Source: United Nations International Telecommunications Union
© 2009-2015 Phunware6 | phunware.com

The Average Smartphone Owner
• Unlocks their phone to
interact with it more than
100 times per day
• Accesses 25 different apps
in the course of a month
• Spends 44 hours per month
interacting with their phone
Source: Forrester Mobile Mindshift, 2015
74% of US adults
have a smartphone.
7 | phunware.com

the answer is
on the phone.
All this access generates a Pavlovian
response: the consumer learns that
whatever the question is,
Source: Forrester Mobile Mindshift, 2015

Health-Related Activities Have Already Moved to Mobile
Searches
for health
information
are up to 12%
higher on mobile
than desktop.
Relevant for marketers

Though many people think mobile health will be ancillary
or bolted on to the healthcare industry, we look at it
differently: mHealth is the future of healthcare, deeply
integrated into delivery that will be...
better, faster, less expensive and
far more customer-focused.”
David Levy, MD, Global Healthcare Leader, PwC

Who’s Embracing Mobile Health?
CELL PHONE
PROVIDERS
LARGEST
US HOSPITALS
CONSUMER BRANDS
INFRASTRUCTUR
E
PROVIDERS
VIRTUAL
PROVIDERS
GOVERNMENT
All these players are working
to improve the health journey.

Mobile and the Health Journey
Patients and Caregivers
Patients and caregivers lack
access and information at a
time when they need it most.
Navigation stops
at the hospital door
No appointment reminders
No communication
with doctors
No prescription monitoring
No treatment
plan compliance
Everyday Wellness
Navigation and Wayfinding
Consumers
80% of health apps
are focused on wellness. HUGE
GAP
in the patient
journey from
“Wellness” to
“Patient”
Patients and caregivers
are underserved when
it comes to mobile.

Defining Connected Health
• New model for health management
• Uses technology to connect people
and information within a system
• Puts the correct information in the
correct hands at the correct time
• Allows patients and clinicians to
make better decisions
• Aims to save lives, save money
and ensure a better quality of life during
and after treatment
• Includes patient care pathways, business and
revenue models, data analytics and more

• More data to guide strategic planning
• Direct, personal connections with
consumers/patients
• Fast, integrated, two-way and
real-time communications
• Omnichannel campaigns
• Messaging shift from sickness to wellness
• Products and services fit into a bigger-
picture system, not marketed in a vacuum
• Need to balance technology with humanity
How Connected Health Will Change the Landscape
Source: eMarketer, 2015

EHR
Patient Portal
Patient Communications
Databases
Billing
Scheduling
Treatment Plan
Compliance
Marketing CRM
Mobile and Connected Health
Care Providers Software Systems
Delivery, Information
Consumption and
Data Collection

Connected Health: Insights from User Research
Content by Leslie Wolke Consulting

Connected Health: Visitors’ Expectations
Visitors need a guide throughout their entire healthcare experience.
Typical journeys:
• Home  doctor’s office  pharmacy  home
• Home  visit uncle in in-patient hospital room  home
• Home  MRI  home
• Home  ER  in-patient hospital room  home

The guide should answer:
• When is my appointment?
• How do I get there?
• Is there free parking?
• Will I have to wait?
• What forms do I need to fill out?
• What does “MRI” mean?
• Have I had this test before?
• Will I get results immediately?
• Will my insurance cover this?
• Is there a co-pay?
• Where did I park?

The guide should answer:
• When is my appointment?
• How do I get there?
• Is there free parking?
• Will I have to wait?
• What forms do I need to fill out?
• What does “MRI” mean?
• Have I had this test before?
• Will I get results immediately?
• Will my insurance cover this?
• Is there a co-pay?
• Where did I park?
Wayfinding
Appointments
Clinical
and EHR
Real-time

It’s easy to be overwhelmed by too much information so
"make it simple and memorable."
fd2s, Inc. research and wayfinding strategy for MD Anderson Cancer Center

People prefer to use familiar technology and common interaction methods.

...and they expect information to be personalized just for them.

Connected Health: Meeting Visitors’ Expectations
Healthcare institutions must organize around meeting visitors’ expectations.
Wayfinding Manager:
responsible for content and operations of all patient-facing wayfinding
tools, such as signs, maps, guides and web-based and mobile tools
Patient and Caregiver Advisory Council:
evaluates aspects of the patient experience, prioritizes enhancements,
assesses new tools and methods
From siloed departments to patient-centered positions like:

Connected health requires integrated systems.
• Minimize redundant data entry, duplicate information in separate databases
• Goal: single system of record for each datapoint, published as needed
• Ask: “Where is the best place to manage this information?”

Healthcare facilities and services are
always changing. For any new endeavor,
create the operational plan first.
• What happens when a department moves?
• How will content, maps and images
be updated?
• How will tools extend to new facilities
or New services?
• Who is responsible for maintenance
and life cycle issues?
Content by
Leslie Wolke
Consulting
© 2009-2015 Phunware

Create a culture of evidence-based design.
• Pilot new technologies and tools with real users to evaluate them prior to investment—
every patient group has unique needs and challenges
• Adopt agile product development—not giant endeavors like website redesigns,
but continual incremental improvements
• Test, evaluate, and request feedback

1. Indoor Wayfinding, Anyone?
42,000+ people
1,400+ booths
3 floors
2 buildings

2. It’s Just a Scalpel
"A scalpel is just a knife,
but it saves lives" is an
apt rebuttal to claims that
"an app is just an app and
can't solve any problems.”
Yale Medical Tech Team
© 2009-2015 Phunware, Inc.

3. Is the Doctor Checking My Records or
Playing Candy Crush?
Device cases with logos are
important in mHealth.
Patients want to know hospital
staff are attending to their
medical needs and not distracted
by their personal phones.

4. "Retailization" of Healthcare
• Patients are increasingly shopping for everything
on the healthcare journey— coverage, physicians,
treatments—and they want easy to access
information
• The concepts of omnichannel, personalization
and on-demand have revolutionized the
shopping experience
• Anywhere, anytime hyper-relevant communications
are cutting through marketing messages and
resulting in sales
• Predictive analytics provide information about future
actions and profitability at the individual level

5. Omnichannel: Coming Soon to Healthcare
Customers want a consistent, easy-to-manage experience across all channels.

Omnichannel Possibilities
• In 2012, omnichannel shoppers were expected to spend 71% more
than their single-channel counterparts
• According to a 2015 study by the International Data Corporation,
omnichannel shoppers have a 30% higher lifetime value than those
who shop using only one channel
 What would the same kind of increase do for treatment plan
compliance, health class attendance or hospital fundraising?
Source: Retail TouchPoints

Healthcare, Personalization and Patient Experience
• 78% of consumers believe organizations providing custom content
are interested in building good relationships
• 61% feel more positive about a brand when marketing messages are
personalized
• 66% of customers are more inclined to purchase from brands that
allow them to share their preferences about how to be contacted
Source: Responsys

6. Who Owns Patient Engagement?
• In the sponsored survey, 46.4% of
respondents said IT owns patient
engagement
• Only a handful of those surveyed have
a plan around patient engagement
Opportunity for marketers to lead patient engagement cross-functionally
Source: 3 Perspectives on Patient Engagement
Collaboration between HIMSS Analytics, WebMD, Medscape & Consulting LLC

Opportunity for marketers to improve patient experience and reduce physician
time constraints by personalizing, curating and delivering timely information pre-
and post-appointment
7. Physicians’ Perspectives on Patient Experience
• 79% see patient engagement as "part of the job”
• 8.4% said patient engagement is "not my job”
• 61% see time as the biggest barrier—providing
information on surgeries, answering questions,
etc.
• See about 25 patients per day on average
Source: 3 Perspectives on Patient Engagement
Collaboration between HIMSS Analytics, WebMD, Medscape & Consulting LLC

"I already have enough data”
Success requires returning to the timeless
marketing imperative: KNOW YOUR CUSTOMER.
8. Patients: The Most Under-Utilized Resource in Healthcare
• One of the most common sentiments at HIMSS 2015
• Common objections from getting direct feedback from
patients about medical products and experiences:
”I’m too
busy”
”Patients don’t have
specific domain expertise”

9. Patient Satisfaction Tops Profitability as #1 Business Concern
In the HIMSS Leadership
Survey, respondents ranked
“improve patient
satisfaction” and “improve
patient care / quality of
care” as their top business
objectives, both at 87 percent.
“Sustain financial viability”
was ranked at 85 percent.

10. Psychological Considerations Go Hand-in-Hand
with Technological Considerations
Ask! You’ll be surprised what patients are willing
to share.
• Numerous accounts of patients (including seniors)
providing detailed and accurate health data through
digital channels
Getting patients to adopt technology they already
use as consumers may be surprisingly easy.
• Example: $10K+ bills paid through Kiosks at Cook
Children’s
• Automated experiences aren’t necessarily non-
patient centric

• 55% of consumers say easy access to information is
a key reason for “falling in love” with a brand
• 89% of customers will dump a brand for a competitor
following a bad experience
• 86% of customers are willing to pay up to 25% more
for a better customer experience
Source: Harris Interactive, Customer Experience Impact Report
Customers make most decisions by relying on their two-second first
impressions based on stored memories, images and feelings.”
- Malcolm Gladwell, Blink
Patient Satisfaction Starts with the First Appointment

5
Guide the Patient Journey with Phunware
To the parking lot Across departments
From the neighborhood All the way to the office
Through the front door

Phunware’s Benefits for Patients and Visitors
• Real-time indoor and outdoor navigation
• Interactive directories with one-click
navigation
• Reminders about appointments,
prescriptions and more*
• 24/7 access to hospital-created content
such as surveys, educational content, and
information about hospital events.
*through an integration with EHR systems
42 | phunware.com

Manage Patient Outreach
• Event promotion
• Alerts
• Push notifications
• Curated content
Improve and Streamline Wayfinding
• Easily integrate your app with existing
wayfinding strategies
• Easily update campus maps in the cloud to
display facility closures, staff-only areas, points
of interest and more
• Make informed decisions with Phunware’s
advanced analytics dashboards
Phunware’s Benefits for Hospital Administrators
43 | phunware.com

Conclusion
• Improving the patient
experience with mobile saves
hospitals millions annually
• Phunware has successful
solutions deployed in some of
the largest US hospitals
• Getting started is easy and
low-risk with Phunware’s
3-step pilot process
Phunware’s Home to Hospital to Health
solution improves patient experience
and the bottom line.

Phunware webinar future of connected health

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