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HIMSS 2012 Mobile Patient Connectivity
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HIMSS 2012 Mobile Patient Connectivity

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The rapid adoption of mobile devices creates an opportunity for healthcare providers to reach consumers and potential patients with relevant...

The rapid adoption of mobile devices creates an opportunity for healthcare providers to reach consumers and potential patients with relevant
informa­tion in the palm of their hand.

This discussion will focus on how providers can develop and deploy mobilize optimized web environments to increase consumer engagement.

Key Learning Objectives include:
Define the differences between mobile optimized and App in a web environment

Demonstrate best practice models of mobile optimized websites from a provider perspective

Identify marketing strategies for increasing utilization of mobile optimized web platforms

Learn how to create deeper consumer engagement through mobile optimized platforms

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  • This slide is for display to the audience to show them how they will vote on your polls in your presentation. You can remove this slide if you like or if the audience is already comfortable with texting and/or voting with Poll Everywhere.Sample Oral Instructions:Ladies and gentlemen, throughout today’s meeting we’re going to engage in some audience polling to find out what you’re thinking, what you’re up to and what you know. Now I’m going to ask for your opinion. We’re going to use your phones or laptops to do some audience voting just like on American Idol.So please take out your mobilephones or laptops, but remember to leave them on silent. You can participate by submitting an answer atPollEv.com on your laptop or a mobile phone.The service we are using is serious about privacy. I cannot see who you are or who voted.
  • This slide is for display to the audience to show them how they will vote on your polls in your presentation. You can remove this slide if you like or if the audience is already comfortable with texting and/or voting with Poll Everywhere.Sample Oral Instructions:Ladies and gentlemen, throughout today’s meeting we’re going to engage in some audience polling to find out what you’re thinking, what you’re up to and what you know. Now I’m going to ask for your opinion. We’re going to use Twitter to do some audience voting.So please take out your cell phones or laptops, but remember to leave them on silent. The way you will be able to participate is by tweeting a response to @poll. Your followers won’t be bothered by this message.
  • NOTES:* You must be using PowerPoint on Windows to show polls embedded in PowerPoint. Please use the Mac Deskbar or display your polls from PollEverywhere.com if you are on a Mac.

HIMSS 2012 Mobile Patient Connectivity HIMSS 2012 Mobile Patient Connectivity Presentation Transcript

  • Enabling Provider Patient Connectivity Through Mobile Optimized Web and App Environments Marcus Gordon, MBA Atlanta Medical Center/Tenet Healthcare Atlanta, GA Thursday, February 23, 2012 4:45 pm – 5:30 pm DISCLAIMER: The views and opinions expressed in this presentation are those of the author and do not necessarily represent official policy or position of HIMSS.
  • The rapid adoption of mobile devicescreates an opportunity for healthcareproviders to reach consumers andpotential patients with relevantinforma-tion in the palm of their hand.This discussion will focus on howproviders can develop and deploymobilize optimized web environments toincrease consumer engagement.
  • Agenda1. Differentiate between optimized web and App in a mobile environment;2. Discuss mobile content best practices;3. Explore successful strategies and examples of marketing mobile platforms to increase patient engagement;4. Q&A.
  • Learning Objectives & Key Takeaways  Define the differences between mobile optimized and App in a web environment  Demonstrate best practice models of mobile optimized websites from a provider perspective  Identify marketing strategies for increasing utilization of mobile optimized web platforms  Learn how to create deeper consumer engagement through mobile optimized platforms
  • About e Over 7 years experience as a senior healthcare marketing and public relations professional Responsible for one of the first provider based mobile optimized websites Co-author in the SHSMD(Society for Healthcare Strategy & Market Development) “Emerging Media Handbook” Collaborator with IT for “eHealth” initiatives Ironman distance triathlete
  • “Mobile Optimized” Site A mobile “optimized” website features pared down content from a standard website, and it is organized to be viewed on a smaller screen, such as a smartphone and/or tablet. These sites typically automatically “redirect” to a mobile URL if recognized by a device/browser. These sites are relatively cheap to build and are suitable for most devices and tablet interfaces. Mobile optimized sites are able to be recognized by search engines in mobile (non-native) environments, providing greater consumer reach.
  • Atlanta Medical Center(www.atlantamedcenter.com) Mobile Optimized Website
  • “Native” App A native app is downloaded by users onto their mobile devices and tablets. It can be offered for free or come at a premium. An app is capable of handling more multifaceted graphics and can make greater use of a devices hardware capabilities (such as graphics card, camera, etc.). Apps are typically more expensive to build and maintain and (must be) developed across multiple platforms (such as iOS, Android, Blackberry, and Windows Mobile).
  • Central Baptist Hospital (KY) Native App (iOS)
  • Now some fun . . .Let’s take the “Pulse” of Providers
  • How To Vote via PollEv.comTIP Capitalization doesn’t matter, but spaces and spelling do
  • How To Vote via Twitter 1. Capitalization doesn’t matter, but spaces and spelling doTIPS 2. Since @poll is the first word, your followers will not receive this tweet
  • Where does the industry standAccording to “Hospital Use of Mobile Technology”, A MedTouchBenchmarking Study in association with the Society forHealthcare Strategy & Market Development of the AmericanHospital Association, 2012: Sixty‐six respondents (38%) reported having an optimized mobile site, defined as a version of the main hospital website that is specifically designed for a smartphone. Ninety‐eight respondents (57%) said their organization does not have an optimized mobile website. Nine (5%) were unsure.A total of 241 responses were received, for a response rate of 8.2% and a margin of error of plus orminus 6 percentage points at the 95% confidence level.
  • Why Do Providers Need To Consider Mobile Optimized?Average of FactSiteTrafficMobileVisitorsPercentage Mobile Visitors As A Percent of All Visitors1210 8 6 4 2 Your Target Audience is Already Here! 0 12/1/2010 1/1/2011 2/1/2011 3/1/2011 4/1/2011 5/1/2011 6/1/2011 7/1/2011 8/1/2011 9/1/2011 10/1/2011 11/1/2011 12/1/2011 1/1/2012TimeID Source: Geonetric Consumer Website Traffic 2010 through 2012
  • Mobile Content Best Practices1. When a user visits a mobile optimized site, make sure the experience is as quick and as seamless as possible.2. Mobile users WANT immediate access to information. Provide pertinent content that’s EASY to find (no more than 2-3 click through’ s).3. Content links and “jumps” should also direct to mobile optimized pages.4. Maintain brand consistency with streamlined and practical design.
  • Effective Consumer Mobile Sites
  • What Are The Goals for Provider EndUsers (Patients/Family/Physicians)? Graphic from: www.mobilewebbestpractices.com
  • What’s Important to Healthcare Marketers. . . Source: MedTouch/SHSMD Mobile Technology Survey, 2012
  • Usefulness According to Department Ownership Source: MedTouch/SHSMD Mobile Technology Survey, 2012
  • Atlanta-based Southern Regional MedicalCenter has a mobile site that features a robustphysician finder, with full MD profiles - acapability that helps highlights the system’sphysicians. The site also allows users to searchfor a location and explore the Contact Ussection.
  • Peoria-based Methodist Medical Center ofIllinois (MMCI) has a mobile site that offersemergency room wait times and symptomnavigator - a feature that helps healthconsumers find health information andguides them toward possible causes andtreatments. MMCIs mobile site also allowsusers to search for a doctor or a location andexplore the Contact Us section.* As of 2011
  • Creating Engagement Through Mobile Optimized SitesHere are what some providers aredoing via their mobile optimized sitesin order to create deeper consumerengagement . . . while creating acompetitive advantage via a healthymobile experience.
  • Mobile Patient Engagement at Crozer-KeystoneCrozer-Keystone Health System in Springfield,PA, has a mobile optimized site that offersenhanced functionality including location,provider and service directories, calendar andevents registration.The site has a mobile optimized “Request anAppointment” form that allows users to startthe appointment process via their phones. Themobile site also offers quick access to Crozer-Keystone’s social media platforms, includingTwitter, YouTube, LinkedIn and Facebook.
  • Mobile Patient Engagement at North Kansas City North Kansas City Hospital in North Kansas City, MO, has a mobile optimized site that offers enhanced functionality including location, provider and service directories, and patient and visitor information. The site has a mobile optimized “Cheer Cards” form that allows mobile users to send a web based cheer card to a patient directly via the mobile site. The mobile site also offers mobile optimized floor plans of the hospital and affiliate facilities – a convenience for patients, family members, and physicians on the go.
  • Mobile Patient Engagement at Overlake Hospital Medical CenterOverlake Hospital Medical Center inBellevue, WA, has a mobile optimized site thatoffers basic functionality includinglocation, emergency room wait times, andpatient and visitor information.The site also offers wellness tools to provideconsumer/patient education (through a securehttps link)– they promote them at health fairsthrough QR codes so that attendees learn moreabout the following topics: Heart Health Diabetes Stroke Awareness Obesity
  • Overlake HospitalMobile Wellness Tools
  • Strategies for GeneratingAwareness of Mobile Sites
  • Mobile Display AdvertisingTargeted mobile display advertising, which, via device recognition for unique readerinteraction, activates direct click to Android and iTunes stores.
  • Mobile Display Tracking
  • App Downloads When Promoted
  • Promotion of Mobile OptimizedCapabilities via Web Channels
  • Marcus GordonDirector of Marketing, PR, and Emerging Media Atlanta Medical Center (Tenet Healthcare) Atlanta, GA Twitter: @AtlMedCtr LinkedIn: linkedin.com/in/marcusgordon
  • Questions, thoughts, . . . .