healthcare digital marketing?
Maulik Majmudar, MD
Healthcare Transformation Lab
Massachusetts General Hospital
f t e
Chief Digital Strategist
Healthcare Practice Lead
ADVERTISING WITHOUT THE ADS
How to weave digital marketing programs "
into the operational fabric of your organization
Because the average person
5,000 ads per day
Source: CBS “Cutting Through Advertising Clutter
September 17, 2006
Our audiences pay attention "
when we get personal
The Heart-Mind Connection
CREATE A DOPAMINE RELEASE
“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.”
NURTURING THE BASE
Are we delighting audiences with "
Are we building long-term loyalty
into our marketing programs?
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
START BY EXTENDING THE PATIENT EXPERIENCE
Typical Hospital View
“Am I drinking enough water?” “Am I getting enough vitamin D?” “Can you help me interpret my lab results?”
YOU WILL HAVE BUILT
A LIFETIME RELATIONSHIP
By being there all the time vs. "
being there only when they’re sick
Isn’t that the type of
relationship we want"
(built on trust)"
with our health
MAYO’S 1st COMPANION APP
Mayo Clinic launches meditation app in 2010
“How do I get into people’s daily lives?”
Welcome to "
Your appointment is at 3:00 pm "
in Blake 8 located at the main
entrance of 55 Fruit Street.
Hello! Mass General here again.
Dr. Thomas is running 15
minutes late for your 10:00 am
Primary Care appointment.
No need to rush.
Instead, you can visit:
increase Press Ganey satisfaction scores, introduce visitors to donor walls and
charitable giving opportunities, gift shops, ﬂorists and other cross-selling opportunities?
An open innovation contest that taps into the collective
knowledge, experience, and creativity of our staff to
Ether Dome Challenge
A N S W E R S H E A R D : !
• Wayﬁnding (parking, navigation to facilities)
• Online scheduling
• Transparent billing
• Guidance on good health
• On-demand access to physicians
๏ First step towards transforming outpatient specialty care through
๏ Experimenting with different business and care models
๏ A new care model that leverages technology to enable frequent
asynchronous ‘micro-visits’ and remote monitoring
Digital Health Practice
Success = pulling it all
clinical, billing, facility and
grounds, patient ed, etc.)
DIGITALLY-DRIVEN HOSPITAL OF THE FUTURE
Fun, entertaining and addictive "
experiences, lead to greater brand loyalty, "
increased consumption of services "
and higher patient volume.
So the next time a physician asks"
you to help grow her practice…
What if you could submit your health data before
you even arrived at your doctor’s ofﬁce?
sensor tells the app
how much water has
Change patient behaviors to keep them healthy
Simple, invisible “companion apps” as the marketing program
And that’s advertising lifetime relationship building
with a heart-mind connection
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
Get to know your operations staff (and ask questions), network
with diverse people à engage patients + clinicians with crowd-
Introduce like-minded individuals from various disciplines; hold
Coach and align staff to key strategic priorities
HOW YOUR HOSPITAL CAN FOSTER INNOVATION
The Patient Journey
We’d like to hear from you!