1. The Mobile Revolu-on Is Coming… To Healthcare h:p://www.ﬂickr.com/photos/tetedelacourse/4260170111/ Matthew Dillingham, Managing Partner
2. The Four Pillars: Interac3ve Healthcare Web Search Social/ Self • Tell the story • Reach new Mobile Service • Explain pa-ents • Always • Cement loyalty advantages • Build a accessible • Lower and beneﬁts following • Immediate opera-onal • Build trust • Increase response costs relevance • PlaPorm for • 1-‐to-‐1 dialog • Improve online with hundreds process processing watching • Empower • Engage! clinicians
3. h:p://www.ﬂickr.com/photos/wikitude/5508950006/ What’s driving the frenzy?
4. 85% of American adults use a cell phone. h:p://www.ﬂickr.com/photos/alphaindiaromeo/ 5629514216/
5. 68.1% of U.S. mobile subscribers use text messaging on their mobile device. h:p://www.ﬂickr.com/photos/24151892@N06/5532453157
6. Approximately 60.7 million people in the U.S. own smartphones. h:p://www.ﬂickr.com/photos/lightscripter/3910313790
7. In the U.S., 4 of the top 5 acquired devices in 2010 were smartphones. (comScore) h:p://www.ﬂickr.com/photos/nickbilton/2861938380/
8. There will be 1.4 billion people with smartphones worldwide by 2015…. h:p://www.ﬂickr.com/photos/weownit/2422108748
9. And 500 million of them will be using mobile health applica-ons. h:p://www.ﬂickr.com/photos/yerahg/512587812
10. 17% of cell owners have used their phone to look up health informa-on. h:p://www.ﬂickr.com/photos/mythoto/1193636560
11. We have just begun… h:p://www.ﬂickr.com/photos/fstop22/2779949723
12. Website Design… Social Media… Search Marke-ng… h:p://www.ﬂickr.com/photos/xrrr/2478140383
13. Mobile and wireless connec-vity increases access to health informa-on h:p://www.ﬂickr.com/photos/debraulrich/3839887649
14. Mobile Applica-ons And Healthcare Consumers
15. 9% of cell owners have “apps” on their phones to track or manage their health 15
16. Smartphones and health apps Most health apps are consumer focused …and there 17,000 available …and 74% are paid 43% of apps target healthcare professionals A surprise? Doctors are s-ll overwhelmingly the most trusted in terms of gejng health informa-on 1 6
17. What are physicians A Presentation fordoing with HealthSouthsmartphones?
18. 94% of doctors use smartphones to communicate, manage personal and business workﬂows, and access medical informa-on. h:p://www.execu-vehm.com/media/media-‐news/ news-‐thumb/100118/doctor-‐with-‐iphone.jpg
19. Physicians and Smartphones… Physician adop-on of smartphones is experiencing exponen-al growth and occurring more rapidly than with members of the general public.
20. The annual market for m-‐health in the healthcare enterprise alone will hit $1.7 billion by the end of 2014.
21. The Consumer for A Presentation Mobile Experience HealthSouthh:p://www.ﬂickr.com/photos/yourdon/4557644854/
22. Mobile Customer Experience Consumers expect the mobile experience to be beHer or equal to in-‐store and online (using a laptop or desktop computer) experience. Pa-ents = Consumers
23. Implica3ons You may be losing pa-ents due to poor mobile experiences. 63% of all online adults said they would be less likely to buy from the same company via other purchase channels if they experienced a problem conduc-ng a mobile transac-on.
24. Don’t sacriﬁce your pa-ents to impa-ence with your mobile site… 43% of mobile consumers who experience a problem will abandon. 16% would become more likely go to a compe-tor. 14% would email or log a complaint with customer service.
25. When people encounter problems with their mobile transac-ons, they don’t keep their experiences to themselves. Nearly 4 out of every 5 people who experience problems comple-ng mobile transac-ons share those experiences with others.
26. 40% share their nega-ve experiences via a social media channel (Facebook, Twi:er, blogs, etc.) h:p://www.ﬂickr.com/photos/nouly/3568409530
27. 60% share via in-‐person conversa-ons with friends and family. h:p://www.ﬂickr.com/photos/nielsmknudsen/1478211058
28. Just how frustra-ng are customer struggles on a mobile device? h:p://www.ﬂickr.com/photos/wiseacre/312839512
29. More adults are extremely or very frustrated by failed mobile transac-ons (58%) vs. the DMV (50%) or wai-ng in traﬃc (56%). h:p://www.ﬂickr.com/photos/mueredecine/284867916/
30. The survey also found that mobile consumers oren resort to interes3ng ways to vent their frustra-ons. What ways, you ask? h:p://www.ﬂickr.com/photos/mindaugasdanys/3766009204
31. 23% cursed at their phones. h:p://www.ﬂickr.com/photos/25726169@N03/3855804871
32. 21% deleted the poorly func-oning app. h:p://www.ﬂickr.com/photos/clemsauce/5555028613
33. 11% screamed at their mobile device. h:p://www.ﬂickr.com/photos/nicktoday/2371478774
34. 4% threw their mobile device. h:p://www.ﬂickr.com/photos/saintseminole/120430174/
35. That’s pre:y bad. This is a healthcare organiza-on’s mobile traﬃc over the last year.
36. Top devices sending traﬃc to a typical hospital website
37. Mobile traﬃc up + consumer frustra-on = Recipe for change in healthcare organiza-on The change? Meet consumers where they are with op-mized mobile websites and mobile apps
38. MedTouch 2011 A Presentation forHealthcare Mobile Survey HealthSouth
39. Mobile Healthcare Survey 2011 Results Healthcare organiza-ons are thinking a lot about the mobile web in 2011 Budgets are s-ll small Majority have websites that can be viewed from a mobile device The rest are planning to make their website mobile-‐accessible in 2011
40. What are people doing today? 59% of the respondent organiza-ons’ websites are accessible from a mobile device such as a smartphone – iPhone, Droid, Blackberry, etc. Is your website accessible from a mobile device? By “accessible”, we mean the website looks “okay” on such a device.
41. What are the industry plans for 2011? 32% are planning to go mobile 2011 How? • GPS direc-ons to hospital • ER Wait Times • Physician Finder • Physician referral apps • Pre-‐Registra-on
42. What are the industry plans for 2011? 5% the amount most organiza3ons budgeted for mobile in 2011, if at all But, 51% of respondents have budget allocated for 2011… mainly to make their exis-ng website more mobile-‐friendly
43. What are the industry plans for 2011? Mobile adver-sing? 17% the number who plan to start in 2011 44% don’t know what to do The market? Largely unproven, untapped, or both …a wise marketer’s opportunity to ﬁnd growth
44. Why not invest in mobile in 2011? 50 % don’t know enough, yet… 38 % can’t see the beneﬁt to their organiza-on 12% don’t have the money Convincing the C-‐suite? Not a factor
45. Applying Mobile to Your A Presentation forOrganiza-on HealthSouth
46. Building a Mobile Strategy • Measure ﬁrst: Audience, device, total traﬃc • Determine why • Don’t build Rome
47. 4 Dis3nct Uses for Mobile in 2011 1 An app to make referrals easier for physicians at thepoint of care 2 Discharging patients gracefully3 Tying your print materials to your website via mobiledevices using QR codes 4 Hospital wayfinding
48. Mobile Uses: Referring Physicians A mobile site can help community physicians refer pa-ents into your hospital. – Direct access to physicians – Physician proﬁles – Special-es – Loca-ons – Direc-on
49. Mobile Uses: Discharging Gracefully Create mobile access to discharge instruc-ons – Prescrip-on medica-on overview – Diet and wellness informa-on – Exercises – PHR integra-on (HealthVault)
50. Mobile Uses: QR Codes Use oﬄine channels to bring visitors to your mobile site. – Billboards – Magazines – Flyers – Brochures
51. Mobile Uses: Hospital Wayﬁnding & No3ﬁca3ons Hospital Way Finding – QR Code at entrance – Pulls up applica-on with a 3-‐D rendering of your facility – Step-‐by-‐step direc-ons – Virtual tours – Facility no-ﬁca-ons
52. But wait, what about feature phones? Text Messaging – Appointment Reminder – Prescrip-on Reﬁll Reminder – Take your Meds Reminder – Facility Open/Close – Disaster Communica-on
53. A Presentation forA Mobile Case Study HealthSouth
54. A Case Study: Newton-‐Wellesley Hospital • The Strategy: – Posi-on NWH as hospital of choice in Boston Metro West – Launch ER Wait Time Widget on NWH.org, followed by mobile website and iPhone app – Real -me ER repor-ng helps pa-ents gauge length of hospital visit; showcases eﬃciency and speed at NWH
55. A Case Study: Newton-‐Wellesley Hospital The Results, Arer Two Months: ü 2,014 visits to the mobile site ü 922 visits sent via mobile organic searches ü 350 individual searches for providers on mobile site ü 143 searches for direc-ons to the hospital ü 151 visits to the careers page ü 117 comple-ons of mobile pre-‐registra-on ü 1: 29 – average visitor stay on mobile site
56. A Few Final Quick Tips… Op-mize, op-mize, op-mize! Update your social media proﬁles…mobile users spend lots of -me on these sites. Ask your pa-ents what they want. Focus on ac-on and transac-ons.
57. Ques3ons? Analog: 866-‐MD-‐TOUCH 86 Sherman Street Cambridge, MA 02140 Digital: firstname.lastname@example.org www.medtouch.com @MedTouch
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