SHSMD presentation from White Rhino on "What's next in healthcare digital marketing?"

1. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2015 Society for Healthcare Strategy & Market Development
What’s next in healthcare
digital marketing?
Julia Jackson
Managing Director
Massachuse3s General Hospital Healthcare Transforma:on Lab
Shawn Gross
Chief Digital Strategist + Healthcare Prac:ce Lead
White Rhino

2. W H I T E R H I N O!

4. adwords
apps
blogs
content
ebooks
email
facebook
landing pages
flickr
infographic
instagram
linkedin
microsites
mobile
social media
websites
responsive
SEM
SEO
tumblr
twitter
whitepapers

5. “As patients behave more like consumers,
healthcare organizations need to deliver a
higher level of personalized service,
satisfaction and overall experience – "
or risk losing business to the competition.”

6. NURTURING THE BASE
Are we delighting audiences with "
unexpected experiences?
"
Are we building long-term loyalty
into our marketing programs?

8. WHERE SHOULD WE FOCUS?
Create experiences worth talking about by
working collaboratively with operational peers
"
ambulatory clinics - hospital administration - inpatient teams - front desk staff - call centers

9. Rather than sit idle,
Mass General needs to"
continue connecting
HTL creates
new
experiences
Talk to patients
Talk to referring
physicians
>

10. FOCUS ON EXTENDING THE PATIENT EXPERIENCE
Typical Hospital View
Consumer View
Valuable
Content
“Am I drinking enough water?” “Am I getting enough vitamin D?” “Can you help me interpret my lab results?”

11. YOU WILL HAVE BUILT A LIFETIME RELATIONSHIP
By being there all the time vs. "
being there only when they’re sick

12. Isn’t that the type of
relationship we want"
(built on trust)"
with our health
care providers?

13. I want valuable content!

14. Because the average person
IGNORES "
5,000 ads per day
Source: CBS “Cutting Through Advertising Clutter
September 17, 2006

15. But our audiences pay attention "
when we get personal

16. The Heart-Mind Connection
CREATE A DOPAMINE RELEASE

17. TODAY’S CONVERSATION
Advertising without the ads
How to weave digital marketing programs "
into the operational fabric of your organization

18. January 5, 2010

19. REMEMBER THIS?
Mayo Clinic launches meditation app
“How do I get into people’s daily lives?”

20. HOW TO HARNESS THE POWER OF
“ADVERTISING WITHOUT THE ADS”
What do our consumers really want?

21. CURRENT STATE OF MEDICAL PRACTICE

24. EXAMPLE ANSWERS HEARD:
Wayfinding (parking, navigation to facilities)
Mobile communications
Beyond the clinical note communication"
(for both referring physicians and patient’s family)
Wait times + mobile alerts
“Frequent flyer”-like programs
Website = more utility and less “marketing-talk”

25. Community Challenges:
Ether Dome Challenge
An open innovation contest that taps into the
collective knowledge, experience and creativity
of our staff to transform healthcare

27. Health
Digital
Experience
Inward +
Outward-facing
Success = pulling it all
together!
(marketing, operations,
clinical, billing, facility and
grounds, patient ed, etc.)

28. THE DIGITALLY-DRIVEN HOSPITAL
Fun, entertaining and addictive "
experiences, lead to greater brand loyalty, "
increased consumption of services "
and higher patient volume.

30. 3:00 pm 3:00 pm 1:00 pm 3:00 pm 3:00 pm
4:00 pm 4:00 pm 2:00 pm 4:00 pm 4:00 pm

32. Hi, Shawn.
Welcome to "
Massachusetts General
Hospital!
"
Your appointment is at 3:00 pm "
in Blake 8 located at the main
entrance of 55 Fruit Street.

36. Increase Press Ganey satisfaction scores, introduce
visitors to donor walls and charitable giving opportunities,
gift shops, florists and other cross-selling opportunities.

37. UNDERSTANDING MY DATA

38. No one
ever said:
“This lab result
is easy to
read”

39. The lab result re-imagined
250
Heart Attack Risk 65%

40. 250
Heart Attack Risk 65%
The lab result re-imagined

41. The lab result re-imagined

42. 250
Heart Attack Risk 65%
The lab result re-imagined

43. 235
Heart Attack Risk 46%
The lab result re-imagined

44. 195
Heart Attack Risk 28%
The lab result re-imagined

45. Heart Attack Risk 12%
The lab result re-imagined
175

46. Instead, patients
are interested in
what the data
can do for them

47. So the next time a physician asks
you to help grow her practice…

48. adwords
apps
blogs
content
ebooks
email
facebook
landing pages
flickr
infographic
instagram
linkedin
microsites
mobile
social media
websites
responsive
SEM
SEO
tumblr
twitter
whitepapers

49. Removable Bluetooth
sensor tells the app
how much water has
been consumed
Change patient behaviors to keep them healthy
Simple, invisible “companion apps”"
as the marketing program

51. And what if you could submit your health data "
before you even arrived at your doctor’s office?
Happy Place:
helps patients suffering from
depression avoid locations
that trigger a negative
memory like “Mary’s house”,
or “My job” (Psychiatry)
Vitamin D:
Monitors your daily intake of
Vitamin D making sure you get
30 minutes of bright sunshine.
Prevents many health problems
related to the lack of vitamin D
consumption (Primary Care)
Heart Monitor:
Heart surgery patients get
notifications of increased
heart rate and blood
pressure to help manage
their recovery (Cardiology)

52. And that’s advertising lifetime relationship building
with a heart-mind connection

53. ADDICTIVE EXPERIENCE METRICS
Patient volume + retention rates
Return visits and compliance
Survey data that measures patient
engagement, days to appt + trust levels
Provider satisfaction + retention
Digital engagement (social media mentions,
inbound marketing offers + nurture
programs, portal users, etc.) that measure
usage, satisfaction + sharing

54. Find your innovation group, or
Get to know your operations staff, network with diverse
people à engage patients + clinicians with innovative thinking
Ask questions à spend time in the clinical setting
Start online competitions + crowd sourcing projects
Find out what other people around the organization are doing
Focus + re-focus on implementation (pick 1 vs 10)
Hire a UX specialist
HOW YOUR HOSPITAL CAN FOSTER INNOVATION

55. Free ebook!
Addictive Health:!
The Patient Journey
Reimagined

56. We’d like to hear from you!"
#AddictiveHealth #DigitalHospital #HCmktg
Shawn
@shawngross!
shawn@whiterhino.com!
whiterhino.com
Julia
@mgh_htl!
jjackson25@partners.org
healthcaretransformation.org !