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Digital Communications in Healthcare | Fathom & Astute Solutions


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Fathom, a healthcare marketing agency, and Astute Solutions, a CRM and SRM software for marketing, explain how digital communications in healthcare is changing.

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Digital Communications in Healthcare | Fathom & Astute Solutions

  1. 1. The Digital Patient Journey By Fathom & Astute Solutions With Research From Google
  2. 2. The Digital Patient Journey “I have a recurring migraines and Google my symptoms.” “I use my phone to search for doctors nearby and look at their hours.” “I self diagnose and join a forum with “patients like me” before talking to a doctor.” “I am referred to a specialist and read her reviews of” “I go home and join a Facebook page focusing on research around my condition.” “I ask about side effects to medication on a private social network.”
  3. 3. Prospective Patients Use Online Resources Search, Social & Mobile • Search is indispensable to the patient journey • • • Mobile is the patient’s constant companion • • 8 in 10 healthcare inquiries start with a search engine 3 in 4 Americans have performed a search related to personal health 2013 is the year mobile traffic will eclipse desktop Social Media is playing a large role in healthcare • 34% of consumers use social media to search for health information
  4. 4. Prospective Patients Use Online Resources From the Pew Internet Project • Healthcare terms are the 2nd most searched topic in Google • 35% of U.S. adults say they have gone online specifically to try to figure out what medical condition they or someone else might have. • Half of the former followed up with a visit to a medical professional
  5. 5. How does digital communication impact healthcare providers? 82% of doctors refer to the Internet as essential • • 80% of physicians carry smartphones 50% of physicians report they use their smartphones for data 5+ times per day 78% of US doctors use digital tools to gather drugs and device intelligence 70% of doctors prefer online courses over classroom continuing education 39% of physicians communicate with their patients online 1
  6. 6. Healthcare Organizations & Search • • • • 77% of all patients use search prior to booking an appointment 53% of patients visit 2 or more hospital websites before converting 43% of visits to hospital sites originate from a search engine 28% of visitors to health and wellness websites are 55+ 1
  7. 7. Healthcare Organizations & Search Patients are highly likely to search, highly likely to look for educational content and highly likely to convert. 1
  8. 8. The Importance Search Friendly Content Because search paths are so diverse, healthcare providers will want to “cover their bases” by appearing in both types of search results. 1
  9. 9. The Importance of Paid Search 1
  10. 10. The Importance of Paid Search 81% of people click on a sponsored link when looking for health information Educational content where patients gather builds trust 1
  11. 11. Content Marketing is Critical to Attracting Patients • • 94% of patients said reputation of facility is important in hospital selection Only 58% of healthcare marketers use blogs vs. 74% of all marketers 1
  12. 12. The Importance of Digital Content Marketing When health information seekers encounter a pay wall, only 2% will pay the fee 1
  13. 13. Digital Content is Important to Better Patient Care • • 53% of people say that information they found online led them to ask a doctor new questions 60% of patients say they research their prescriptions to understand them better – and even decide whether they will fill it. 1
  14. 14. The Importance of Testimonials • • 30% of Internet users have consulted online reviews or rankings of health care services or treatments. 26% of Internet users have read or watched someone else’s experience about health or medical issues in the past year. 1
  15. 15. The State Of Video in 2013 • • • 1 in 3 Americans watch video online every day, representing 43.5 billion video views per month. 1 in 4 Americans have watched an online video related to health. 74% of online searchers said video was helpful to their search. 1
  16. 16. Current State Of Video & Healthcare • • 375+ YouTube Channels from Healthcare providers 60% of patients active online say that watching a Web video effected a personal medical decision 1
  17. 17. The Importance of Video Video speaks to patients and caregivers in a way that text cannot 1
  18. 18. The Importance of Social Media • 21% of 18-to-24 year olds follow healthcare providers on social networks  34% of consumers use social media to search for health information  90% of adults age 18-24 said they would trust medical information shared by others in their social networks 1
  19. 19. The Importance of Social Media Social builds a trusted brand and reputation, which is the #1 deciding factor for patients 1
  20. 20. The Importance of Social Media Healthcare providers recognize the value of social media 1
  21. 21. The Importance of Mobile 31% of cellphone owners have used their phone to search for health info, Up from 17% in 2010 1
  22. 22. The Importance of Mobile • Mobile users expect the experience to be seamless • • • 60% of smartphone users expect a mobile website to load in under 3 seconds 74% of smartphone users will leave a website if it doesn’t load in 5 seconds or less Every 1 second increase in load time causes on average: • • 11% fewer page views 16% lower customer satisfaction 1
  23. 23. Growing Trends for 2014 • Social Media • • Hospitals are live-tweeting procedures, emergency room wait times, crisis information, and more DIY Health • • • Patients are taking a do-it-yourself approach to their own treatments, connecting online through sites like More and more tools and “edutainment” devoted to healthcare at home, from health/wellness to chronic illness Currently a $1.7B industry, projected to reach $6B by 2015 1
  24. 24. Growing Trends for 2014 • Increased Focus on Mobile • • Only 9% of cellphone owners say they receive texts about health-related issues Direct Contact with Doctors Online • Kaiser Permanente reported their doctors receive 2.6 million emails per quarter 1
  25. 25. Predictive Analytics • • • Data set A is KNOWN event that has occurred and related to “hard” number.. Patient admissions, Flu vaccines administered, ER activity. Data set B is a KNOWN event that occurs in the Digital Space. The more known instances of Point A and Point B that are available, the more reliable a causal relationship becomes. Stronger correlations = more accurate predications 1
  26. 26. Predicting a Flu Outbreak • • • Data set A is a data set indicating the most recent flu outbreaks. Data set B is a data set including the activity around online activity related to “fever” “absent from school” and “chills” Both data sets are overlaid to find correlations 120 100 80 60 Digital Signals Flu Cases 40 20 0 1 2 3 4 5 6 7 8 9 1
  27. 27. Predicting a Flu Outbreak By monitoring conversations that have proven to be leading indicators, the next outbreak can be predicted. 120 100 80 60 Digital Signals Flu Cases 40 20 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 1
  28. 28. Predictive Analytics • • • • We all leave a tremendous digital footprint.. Who we are, what we do, where we are, who we know. In aggregate, this data can be used to identified very specific trends Hard data.. Stock prices, product sales, student enrollments, or flu vaccines, can be correlated with this data Large sampling sizes and repeated instances ensure data integrity 1
  29. 29. Summary Technology is at the intersection of patients and healthcare • • • • Technology removes the knowledge barriers in patients lives. Patients expect access to information and use technology to take control of their healthcare (or the healthcare of others) Healthcare organizations and professionals see technology as essential to connecting with patients, donors, referring physicians, media and the community Technology is moving quickly to connect patients with providers Leveraging digital data can allow healthcare organizations to anticipate events or trends 1