The Mobile Revolu-on Is Coming… To Healthcare h:p://www.ﬂickr.com/photos/tetedelacourse/4260170111/ Matthew Dillingham, Managing Partner
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
h:p://www.ﬂickr.com/photos/wikitude/5508950006/ What’s driving the frenzy?
85% of American adults use a cell phone. h:p://www.ﬂickr.com/photos/alphaindiaromeo/ 5629514216/
68.1% of U.S. mobile subscribers use text messaging on their mobile device. h:p://www.ﬂickr.com/photos/24151892@N06/5532453157
Approximately 60.7 million people in the U.S. own smartphones. h:p://www.ﬂickr.com/photos/lightscripter/3910313790
In the U.S., 4 of the top 5 acquired devices in 2010 were smartphones. (comScore) h:p://www.ﬂickr.com/photos/nickbilton/2861938380/
There will be 1.4 billion people with smartphones worldwide by 2015…. h:p://www.ﬂickr.com/photos/weownit/2422108748
And 500 million of them will be using mobile health applica-ons. h:p://www.ﬂickr.com/photos/yerahg/512587812
17% of cell owners have used their phone to look up health informa-on. h:p://www.ﬂickr.com/photos/mythoto/1193636560
We have just begun… h:p://www.ﬂickr.com/photos/fstop22/2779949723
Website Design… Social Media… Search Marke-ng… h:p://www.ﬂickr.com/photos/xrrr/2478140383
Mobile and wireless connec-vity increases access to health informa-on h:p://www.ﬂickr.com/photos/debraulrich/3839887649
9% of cell owners have “apps” on their phones to track or manage their health 15
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
What are physicians A Presentation fordoing with HealthSouthsmartphones?
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
Physicians and Smartphones… Physician adop-on of smartphones is experiencing exponen-al growth and occurring more rapidly than with members of the general public.
The annual market for m-‐health in the healthcare enterprise alone will hit $1.7 billion by the end of 2014.
The Consumer for A Presentation Mobile Experience HealthSouthh:p://www.ﬂickr.com/photos/yourdon/4557644854/
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
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.
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.
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.
40% share their nega-ve experiences via a social media channel (Facebook, Twi:er, blogs, etc.) h:p://www.ﬂickr.com/photos/nouly/3568409530
60% share via in-‐person conversa-ons with friends and family. h:p://www.ﬂickr.com/photos/nielsmknudsen/1478211058
Just how frustra-ng are customer struggles on a mobile device? h:p://www.ﬂickr.com/photos/wiseacre/312839512
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/
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
23% cursed at their phones. h:p://www.ﬂickr.com/photos/25726169@N03/3855804871
21% deleted the poorly func-oning app. h:p://www.ﬂickr.com/photos/clemsauce/5555028613
11% screamed at their mobile device. h:p://www.ﬂickr.com/photos/nicktoday/2371478774
4% threw their mobile device. h:p://www.ﬂickr.com/photos/saintseminole/120430174/
That’s pre:y bad. This is a healthcare organiza-on’s mobile traﬃc over the last year.
Top devices sending traﬃc to a typical hospital website
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
MedTouch 2011 A Presentation forHealthcare Mobile Survey HealthSouth
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
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.
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
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
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
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
Applying Mobile to Your A Presentation forOrganiza-on HealthSouth
Building a Mobile Strategy • Measure ﬁrst: Audience, device, total traﬃc • Determine why • Don’t build Rome
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
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
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)
Mobile Uses: QR Codes Use oﬄine channels to bring visitors to your mobile site. – Billboards – Magazines – Flyers – Brochures
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
But wait, what about feature phones? Text Messaging – Appointment Reminder – Prescrip-on Reﬁll Reminder – Take your Meds Reminder – Facility Open/Close – Disaster Communica-on
A Presentation forA Mobile Case Study HealthSouth
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
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
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.
Ques3ons? Analog: 866-‐MD-‐TOUCH 86 Sherman Street Cambridge, MA 02140 Digital: email@example.com www.medtouch.com @MedTouch
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