Here is a copy of Danny Fell's presentation from MHSCN's Spring Meeting: Marketing Trends and Drives: What's Happening and How You Should Respond.

1. Market Trends and Drivers
What’s Happening and How Should You Respond?
Minnesota Health Strategy and Communications Network
Spring Conference 2010
April 16, 2010
Daniel Fell
Executive Vice President
Neathawk Dubuque & Packett
dfell@ndp-agency.com
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2. MHSCN Spring Conference 2010
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3. MHSCN Spring Conference 2010
Market Trends and Drivers
What’s Happening and How Should You Respond?
! The New Healthcare Environment
! Six (Interconnected) Trends and Drivers
- The Frontiers of Medicine
- Being Digital
- Generations Rule
- Quality is Job #1
- A Social World
- The Doctor is In?
! The Marketer’s New Clothes
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4. MHSCN Spring Conference 2010
The New Healthcare Environment
Patient Protection and Affordable Care Act
! 24 Days Into Reform
! Strategic Implications for Providers Deloitte Health Solutions
"Increased Coverage (and Revenue)
"Cost Structure
"Physicians Relationships
"Quality
"Access to Capital
"Market Strategy
! Meaningful Use and $19 Billion for Heath IT
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5. The Frontiers of Medicine
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6. The Frontiers of Medicine
From Genetics to Robotic Medicine
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7. MHSCN Spring Conference 2010
Ten High-Impact Developments
Source: Heath Tech Center
! Pharmacogenomics
! “Paired” Imaging Modalities
! CT Enhancements (64, 256 slice)
! CyberKnife
! CT Angioplasty
! High-Resolution 3-D Ultrasound
! Predictive Testing, Asymptomatic
! Cell Therapy
! CT Colonoscopy or Virtual Colonoscopy
! Proton Beam Therapy
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8. 23andMe
Personal Genetic Testing at a Store Near You
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9. Being Digital: Bits, Bytes and EMR’s
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10. MHSCN Spring Conference 2010
Consumers Seeking Health Information Online
2009 Pew Internet and American Life Project Stats
! 66% have looked online for information on a specific disease
or medical problem
! 52% of Internet users watch videos online
! 47% have looked online for information about doctors
! 47% use social networks (1 in 4 with a chronic condition)
! 41% of “e-patients” read about someone else’s experience
with a health/medical issue on a news group, site or blog
! 38% have looked online for information about specific
hospitals or facilities
! 37% share photos online
! 5 in 10 people living with chronic illness have Internet
access (vs 8 in 10 U.S. Adults) 10
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11. MHSCN Spring Conference 2010
Health Care Consumers
Interest in Online Tools and Services Provided by Hospitals
Online Tool or Service Have Used Interested In Would Pay
Health conditions and treatments 14 59 11
Same day appointment 11 68 23
Information about quality of hospital care 11 64 11
Educational classes or meetings 9 51 20
Online scheduling of appointments 8 60 19
Online access to medical records/results 6 71 24
Information on prices of services 6 62 10
Assistance from patient rep after stay 6 51 15
Assistance from care coordinator 4 48 11
Assistance from patient billing rep 6 48 9
Online access to integrated medical record 5 68 26
Source: 2008 Deloitte Survey of Health Care Consumers 11
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12. An iPhone App for Jewish Hospital in Louisville
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13. Electronic Health Records
Google, Microsoft and Others
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14. Switch2Health
Rewarding Healthy Behavior
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16. Generations Rule: How Demographics
Change the Conversation
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Consumerism Takes Hold
Source: Economist, January 19, 2002
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Health Care Consumers
Profile of Six Health Care Consumer Segments (Deloitte)
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19. MHSCN Spring Conference 2010
Not Your Father’s AARP
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20. MHSCN Spring Conference 2010
Consumers Are Using Quality Data ...
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21. MHSCN Spring Conference 2010
... And Perceptions Are Changing
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22. Quality is Job #1
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24. MHSCN Spring Conference 2010
10 Years Since the Groundbreaking IOM Report
Image: Hospitals & Health Networks Magazine, www.hhnmag.com
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25. MHSCN Spring Conference 2010
A Few of the Organizations Rating Healthcare
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26. MHSCN Spring Conference 2010
The Media’s Impact on Healthcare Quality
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27. MHSCN Spring Conference 2010
Hospitals Compete to Be #1
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28. MHSCN Spring Conference 2010
Marketing the Best Care
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29. MHSCN Spring Conference 2010
So Are Hospital Quality Ratings Good of Bad?
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31. A Social World
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34. MHSCN Spring Conference 2010
Social Media a Key Channel for Health Info
General Search Engine 67%
Healthcare Portal 44%
Social Media Site 37%
Disease/Condition Assoc Website 28%
Insurance Provider Website 22%
News Site 18% Six in ten e-patients access
Health Specific Search Engine 15% peer-generated health
information such as blog
Government Website 12%
posts, doctor/hospital ratings,
Pharma Company Website 9% podcasts or customized
Hospital/Clinic Website 8% health news updates.
Drug Advertisement Website 5%
Pew Internet, 2009
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35. MHSCN Spring Conference 2010
Patients Increasingly Share Experiences
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And Rate Their Caregivers
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And Sometimes Organize Against Us
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38. MHSCN Spring Conference 2010
And Social Sites Capitalize on the Trend
Plumbers, Painters and Now ... Doctors
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39. The Doctor Is In?
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40. MHSCN Spring Conference 2010
A Severe Shortage of Physicians
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41. MHSCN Spring Conference 2010
Most Practices Are Now Owned by Hospitals
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42. MHSCN Spring Conference 2010
Physicians Embrace Social Media
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43. MHSCN Spring Conference 2010
The Marketer’s New Clothes
What is Most Important?
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44. MHSCN Spring Conference 2010
The Marketer’s New Clothes
Four Things to Focus on in the New Environment
! Accountability and ROI
! Finance 101
! New Media Skills
! Brand Me
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