Using Interactive Media to Enhance the Patient’s Experience and  Create Brand Preference Terry Kasdan John Olson
Road Map <ul><li>Rising expectations </li></ul><ul><li>Hospitals’ response </li></ul><ul><li>Staying ahead of the curve </...
Consumer Expectations The Case for Interactive Technology in Healthcare Marketing
Interactive Tech and Consumer Expectations
How Might This Impact Patient Expectations? <ul><li>Compare treatment modalities and results? </li></ul><ul><li>Ask other ...
How are hospitals responding?
What’s the next wave? <ul><li>Mobile applications? </li></ul><ul><ul><li>91% of Americans will have mobile phones in 2010 ...
 
Mobile Users  >Desktop Internet Users Within 5 Years Source: Morgan Stanley Research
Case Histories Examples of Interactive Technology in Healthcare Marketing
Applications that enhance the patient experience   <ul><li>Mobile “Digital Diary” Application </li></ul><ul><li>Interactiv...
Log, track, and chart: •  Nutrition •  Exercise •  Weight •  Blood pressure •  Medications
Mobile Apps Inexpensively: •  Purchase and brand off-the-shelf    packages •  Subscribe to services •  Leverage tools such...
Additional ideas for mobile apps <ul><li>Appointment Reminders </li></ul><ul><li>Medication Reminders </li></ul><ul><li>Me...
Interactive Educational Games <ul><li>Package information that may be available elsewhere in new and exciting ways </li></...
 
 
 
Information to Alleviate Patients’ Pre-Procedure Anxiety and Promote Post-Procedure Compliance <ul><li>Give patients the i...
 
 
Online Integrated Medical Supply Store <ul><li>Enables patients to conveniently and affordably obtain the products they ne...
 
An opportunity for differentiation <ul><li>Hospitals all promise essentially the same end benefits </li></ul><ul><ul><li>I...
An opportunity for differentiation <ul><li>“ The true nature of e-service is providing consumers with a superior experienc...
Developing interactive programs <ul><li>What should those programs be? </li></ul><ul><li>How can interactive technology he...
A process for planning and development <ul><li>1. Form an interdisciplinary team  </li></ul><ul><ul><li>nursing </li></ul>...
A process for planning and development <ul><li>2. Consider hospital’s mission, positioning and branding. What are the prom...
A process for planning and development <ul><li>3. Identify pain points </li></ul><ul><ul><li>Long wait times? </li></ul></...
A process for planning and development <ul><li>4. Ideation sessions </li></ul><ul><ul><li>What might be all the ways we co...
A process for planning and development <ul><li>5. Opportunity for competitive advantage or new norm? </li></ul><ul><ul><li...
A process for planning and development <ul><li>6. Research sources for application development </li></ul><ul><ul><li>Lever...
Interactive Programs in Branding and Communications How to Use Them to Support Your Brand
Inside-out Branding
Advertising/Branding Implications <ul><li>Ask the following questions… </li></ul><ul><ul><li>What? </li></ul></ul><ul><ul>...
Advertising/Branding Implications <ul><li>What? </li></ul><ul><ul><li>Describe the interactive service? What does it do, h...
Advertising/Branding Implications <ul><li>So What? </li></ul>We’re looking out for you Medication/follow-up appointment re...
Advertising/Branding Implications <ul><li>Now What? </li></ul><ul><ul><li>Take a tour of the portal </li></ul></ul><ul><ul...
Advertising Examples <ul><li>NorthShore University Health System  </li></ul><ul><ul><li>Promotes their portal in TV commer...
Imagine health care that partners with you…putting you at the heart of a health care network.
At NorthShore University Health System, you’re empowered with the nation’s most advanced medical records system…
So wherever you are, you can go online to
view your records, book appointments…
and stay in touch with your doctors.
Connecting you to the safest,
most accurate health care possible.
At NorthShore University Health System, excellence is all around you.
How interactive media might support a brand Advanced Medicine Security Accessibility, Convenience Vast Network Trust Staff...
An opportunity for differentiation <ul><li>Leadership </li></ul><ul><li>Engagement </li></ul><ul><li>Understand brand bett...
Thank you! <ul><li>Terry Kasdan </li></ul><ul><li>@ Communications </li></ul><ul><li>1-800-863-2310 </li></ul><ul><li>[ema...
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Using Interactive Media to Enhance Patient Experience and Create Brand Preference

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The widespread adoption of interactive communication technologies has created consumer expectations for information that is personally relevant to them, available on-demand 24/7 via the Internet and increasingly via mobile web. This presentation gives case histories of healthcare organizations that have created interactive tools to meet these expectations, enhance patient experience and promote healing. Additionally, the presentation discusses how interactive media programs can be used to differentiate a provider organization and create competitive advantage.

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Using Interactive Media to Enhance Patient Experience and Create Brand Preference

  1. 1. Using Interactive Media to Enhance the Patient’s Experience and Create Brand Preference Terry Kasdan John Olson
  2. 2. Road Map <ul><li>Rising expectations </li></ul><ul><li>Hospitals’ response </li></ul><ul><li>Staying ahead of the curve </li></ul><ul><li>Interactive services and the brand </li></ul>
  3. 3. Consumer Expectations The Case for Interactive Technology in Healthcare Marketing
  4. 4. Interactive Tech and Consumer Expectations
  5. 5. How Might This Impact Patient Expectations? <ul><li>Compare treatment modalities and results? </li></ul><ul><li>Ask other patients about their experiences </li></ul><ul><li>Converse with medical staff </li></ul><ul><li>Have access to data 24/7 </li></ul><ul><li>Research medical conditions and treatments </li></ul>
  6. 6. How are hospitals responding?
  7. 7. What’s the next wave? <ul><li>Mobile applications? </li></ul><ul><ul><li>91% of Americans will have mobile phones in 2010 </li></ul></ul><ul><ul><li>20% of Americans had smartphones by 2009 end </li></ul></ul><ul><ul><li>Smartphones expected to reach 50% penetration of US mobile phone users by 3Q 2011 </li></ul></ul>SOURCE: The Nielsen Company, March 26, 2010
  8. 9. Mobile Users >Desktop Internet Users Within 5 Years Source: Morgan Stanley Research
  9. 10. Case Histories Examples of Interactive Technology in Healthcare Marketing
  10. 11. Applications that enhance the patient experience <ul><li>Mobile “Digital Diary” Application </li></ul><ul><li>Interactive Educational Games </li></ul><ul><li>Information to Alleviate Patients’ Pre-Procedure Anxiety and Promote Post-Procedure Compliance </li></ul><ul><li>Online Integrated Medical Supply Store </li></ul>
  11. 12. Log, track, and chart: • Nutrition • Exercise • Weight • Blood pressure • Medications
  12. 13. Mobile Apps Inexpensively: • Purchase and brand off-the-shelf packages • Subscribe to services • Leverage tools such as Google Maps
  13. 14. Additional ideas for mobile apps <ul><li>Appointment Reminders </li></ul><ul><li>Medication Reminders </li></ul><ul><li>Medical Data on SIM card </li></ul><ul><li>Patient Information for Relatives </li></ul><ul><li>Food Product Dietary Information/Nutrition Coaching </li></ul><ul><li>Medication Compliance Monitoring </li></ul>From “101 Things to Do with Mobile Phones in Healthcare ,” by The Mobile Health Crowd www.themobilehealthcrowd.com/?q=node/39
  14. 15. Interactive Educational Games <ul><li>Package information that may be available elsewhere in new and exciting ways </li></ul><ul><li>Educate the community and promote preventative health care while building the organization's brand </li></ul>
  15. 19. Information to Alleviate Patients’ Pre-Procedure Anxiety and Promote Post-Procedure Compliance <ul><li>Give patients the information they crave about their scheduled procedures </li></ul><ul><li>Use pictures and videos to give patients a virtual experience </li></ul><ul><li>Allow patients to download post-procedure information and instructions ahead of time </li></ul>
  16. 22. Online Integrated Medical Supply Store <ul><li>Enables patients to conveniently and affordably obtain the products they need to heal by giving them quick and easy access to products prescribed by their doctors </li></ul><ul><li>Quick and easy to deploy </li></ul>
  17. 24. An opportunity for differentiation <ul><li>Hospitals all promise essentially the same end benefits </li></ul><ul><ul><li>Improved health and well-being </li></ul></ul><ul><li>Can lead to look-alike branding and advertising </li></ul>
  18. 25. An opportunity for differentiation <ul><li>“ The true nature of e-service is providing consumers with a superior experience with respect to the interactive flow of information .” </li></ul><ul><li>“ Service provides the opportunity for differentiation.” </li></ul>Roland Rust, University of Maryland Katherine Lemon, Boston College Int’l. Jrnl. Of Electronic Commerce , Spring 2001
  19. 26. Developing interactive programs <ul><li>What should those programs be? </li></ul><ul><li>How can interactive technology help the organization deliver on its promises? </li></ul><ul><li>What benefits promised in the brand positioning might be delivered? </li></ul>
  20. 27. A process for planning and development <ul><li>1. Form an interdisciplinary team </li></ul><ul><ul><li>nursing </li></ul></ul><ul><ul><li>customer service </li></ul></ul><ul><ul><li>administration </li></ul></ul><ul><ul><li>service line directors </li></ul></ul><ul><ul><li>marketing/PR </li></ul></ul><ul><ul><li>IT </li></ul></ul><ul><ul><li>Interactive developers </li></ul></ul>
  21. 28. A process for planning and development <ul><li>2. Consider hospital’s mission, positioning and branding. What are the promises? </li></ul><ul><ul><li>Superior clinical care? </li></ul></ul><ul><ul><li>Superior patient experience? </li></ul></ul><ul><ul><li>Patient/provider teamwork? </li></ul></ul><ul><ul><li>Others? </li></ul></ul>
  22. 29. A process for planning and development <ul><li>3. Identify pain points </li></ul><ul><ul><li>Long wait times? </li></ul></ul><ul><ul><li>Chaotic environment? </li></ul></ul><ul><ul><li>Incomplete medical histories? </li></ul></ul><ul><ul><li>Confusing answers and instructions? </li></ul></ul><ul><ul><li>Anxiety caused by uncertainty? </li></ul></ul><ul><ul><li>What are some others? </li></ul></ul>
  23. 30. A process for planning and development <ul><li>4. Ideation sessions </li></ul><ul><ul><li>What might be all the ways we could eliminate pain points? </li></ul></ul><ul><ul><li>How might technology help? </li></ul></ul><ul><ul><li>Use ideation techniques for creative problem solving? </li></ul></ul>
  24. 31. A process for planning and development <ul><li>5. Opportunity for competitive advantage or new norm? </li></ul><ul><ul><li>Research competitors </li></ul></ul><ul><ul><li>Test </li></ul></ul><ul><ul><li>Meet new norms </li></ul></ul><ul><ul><li>Create competitive advantage </li></ul></ul>
  25. 32. A process for planning and development <ul><li>6. Research sources for application development </li></ul><ul><ul><li>Leverage your existing ad agency and Web developer relationships </li></ul></ul><ul><li>7. Assess cost vs. impact </li></ul>
  26. 33. Interactive Programs in Branding and Communications How to Use Them to Support Your Brand
  27. 34. Inside-out Branding
  28. 35. Advertising/Branding Implications <ul><li>Ask the following questions… </li></ul><ul><ul><li>What? </li></ul></ul><ul><ul><li>So What? </li></ul></ul><ul><ul><li>Now What? </li></ul></ul>
  29. 36. Advertising/Branding Implications <ul><li>What? </li></ul><ul><ul><li>Describe the interactive service? What does it do, how is it different? </li></ul></ul><ul><ul><ul><li>i.e. a patient portal where you can schedule appointments and see lab results, contact doctors, pay bills, refill prescriptions? </li></ul></ul></ul>
  30. 37. Advertising/Branding Implications <ul><li>So What? </li></ul>We’re looking out for you Medication/follow-up appointment reminders for greater patient compliance I want to reduce your anxiety Faster access to test results I know your time is valuable Greater convenience in scheduling Emotional Rational
  31. 38. Advertising/Branding Implications <ul><li>Now What? </li></ul><ul><ul><li>Take a tour of the portal </li></ul></ul><ul><ul><li>Ask an employee for more information </li></ul></ul><ul><ul><li>Register and start using the portal </li></ul></ul><ul><ul><li>Download the application </li></ul></ul>
  32. 39. Advertising Examples <ul><li>NorthShore University Health System </li></ul><ul><ul><li>Promotes their portal in TV commercial </li></ul></ul><ul><ul><li>Provides a support point for claim “Excellence is all around you” </li></ul></ul>
  33. 40. Imagine health care that partners with you…putting you at the heart of a health care network.
  34. 41. At NorthShore University Health System, you’re empowered with the nation’s most advanced medical records system…
  35. 42. So wherever you are, you can go online to
  36. 43. view your records, book appointments…
  37. 44. and stay in touch with your doctors.
  38. 45. Connecting you to the safest,
  39. 46. most accurate health care possible.
  40. 47. At NorthShore University Health System, excellence is all around you.
  41. 48. How interactive media might support a brand Advanced Medicine Security Accessibility, Convenience Vast Network Trust Staff gets me the info I need Caring Trust Faster, more accurate communication Advanced patient care Emotional Benefit Rational Benefit Brand Position
  42. 49. An opportunity for differentiation <ul><li>Leadership </li></ul><ul><li>Engagement </li></ul><ul><li>Understand brand better </li></ul>
  43. 50. Thank you! <ul><li>Terry Kasdan </li></ul><ul><li>@ Communications </li></ul><ul><li>1-800-863-2310 </li></ul><ul><li>[email_address] </li></ul><ul><li>John Olson </li></ul><ul><li>INC!TE Chicago </li></ul><ul><li>847-810-0199 </li></ul><ul><li>[email_address] </li></ul>
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