It’s no secret that healthcare systems are working hard to evolve to be more customer-centric. Brands like Facebook, Amazon, and Spotify have used personalization tactics to create brand loyalty for years and consumers have now come to expect personalized interactions with any brand. Not surprisingly, patients (who are also consumers) have come to expect this same level of personalization from their healthcare providers. In this webinar, digital patient experience experts from Phase2 and Acquia will unpack 3 key personalization trends that every healthcare system should have on their radar while planning for 2020. In this webinar we will discuss: - Top patient experience martech trends you should consider - How to leverage patient marketing data to improve the experience while maintaining privacy & compliance - Why leading healthcare systems are investing in bespoke marketing platforms with integrated best of breed tools You’ll come away from this webinar with actionable insights to evolve your martech strategy to provide one-to-one connection in healthcare to drive patient acquisition, better outcomes, improve healthcare value, and grow brand loyalty.

1. 3 Personalization Trends Healthcare
Leaders Can’t Ignore in 2020

2. Speakers
Mike Mangi
Innovation Director and
Healthcare Expert
Phase2
Karina Schuelke
Martech Strategist
Phase2
Theresa Anderson
Personalization
Strategist
Acquia

3. Personalization

4. Why Personalize In Healthcare?
Improve patient
experience and
health outcomes
Improve patient
acquisition
Improve patient
retention
Compete in a changing
market
1 2
3 4

5. would pay more for notifications when
preventative or follow-up care is needed
of the respondents said they use a
wearable or mobile app to manage their
lifestyle and healthcare conditions
Based on a recent study conducted by Accenture
Changing Patient Digital Expectations

6. Personalizing The
Patient Experience

7. Leveraging Patient Data For Personalization
Anonymous User Behavior Data
Third-Party Data
Opt-In Data
EHR

8. Demographic Personalization

9. Understanding the patient journey

10. Understanding the patient journey

11. 3 Key Personalization Trends to look out for in 2020
Moving Beyond The Cookie Cutter Patient Portal
Personalization Tool Maturity in the Martech space
Improving Patient Experiences With Biometrics
1
2
3

12. Personalization Tool
Maturity1
Trend

13. The Tools of Personalization
DATA
MANAGEMENT
CONTENT
SYNDICATION

14. Digital Experience Platform in Action
Experience
DeliverySocial Mobile DeliveryEmailWeb

15. Each Platform Contains Valuable Data
Experience
DeliverySocial Mobile DeliveryEmailWeb
Data Data Data Data

16. And Relevant Content Based on That Data
Experience
DeliverySocial Mobile DeliveryEmailWeb
Content Data Content Data Content Data Content Data

17. Digital Experience Platform in Action
Experience
DeliverySocial Mobile DeliveryEmailWeb

18. To Automate, Personalize, and Measure the Entire
Patient Lifecycle
Intelligent orchestration
Web
Automated, 1:1, real-time experiences on the right channel
DELIVERY
ORCHESTRATION
CONTENT + DATA DataContent
Social Mobile Email

19. CRM vs. CDP

20. Rise of Customer Data Platforms (CDPs) for Healthcare
● Single view of the patient for all
patient data outside the EHR
Used to create a cohesive patient
experience based on this single
database
● Sits at the heart of creating a
personalized patient experience

21. Improving Patient
Experiences With Biometrics2Trend

22. Beyond The Clipboard
https://www.newyorker.com/cartoon/a20017
Has your address, insurance, or
family relationship changed
since you started filling out
these forms?
““

24. Biometrics
Trend #2

25. ENCOURAGING
ENGAGEMENT
WITH DESIGN &
GAMIFICATION

26. Moving Beyond The Cookie
Cutter Patient Portal3Trend

27. 20 Million Connected Healthcare Devices in 2018
Health Data Digital Channels
Marketers need an inexpensive way to connect to healthcare devices in order to consolidate the
data and push relevant information to their patients.

28. Marketers Need a Connected Technology Solution
Simple way to get consistent and relevant messaging to
their customers - across all digital channelsSIMPLE
FLEXIBLE
SCALABLE
Flexible system that can meet both current digital
requirements and allow for future growth opportunities
Scalable infrastructure that can maintain multiple digital
experiences while reducing development costs and
operating costs

29. The Value of Open Source
Freedom
Proprietary software = locked
source code, slow release cycles,
limited integrations
No licensing fees
Lowers total cost of ownership
Minimize IT costs with cloud-computing
technologies

30. The Value of Open API
API Key

31. Acquia’s Digital Experience Platform
EXPERIENCE
FACTORY
MARKETING
HUB
Customer
Success &
Support
Services
Endpoints&MartechIntegrations
ACQUIA
DAM
MAUTIC OPEN
MARKETING
CLOUD
ACQUIA
LIFT
ACQUIA
JOURNEY
ACQUIA
COMMERCE
MANAGER
DRUPAL (ACQUIA LIGHTNING)
UNIFIED PROFILE MANAGEMENT
ACQUIA CLOUD ACQUIA CLOUD SITE FACTORY
Dev Tools — Acquia Dev Desktop / Acquia Cloud CD / Acquia Pipelines

32. Acquia’s Marketing Hub
Acquia Journey
Connects to any disparate systems and touchpoints to
orchestrate advanced DXP use cases
Acquia Profile Manager
Collect data to build unified user profiles and segment visitors
based on unique characteristics
Acquia Lift
Personalize website
content to drive
engagement,
conversions, and loyalty
Mautic
Multichannel campaign
management for simple
automation of web,
email, SMS

33. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Using Acquia Lift to:
Place right message in front of user at right time.
Customize each user experience based on data.
Increase conversions on site for Request
Appointment, Download, Form Completion
The Result:
● 3x conversion rate for users who saw personalized
content for “Request an Appointment” compared to
those who did not.
● 91% conversion rate for “Request an Appointment”
for users who saw personalized experience
Prioritizing Personalization on
ecommunity.com

34. Getting Started

35. PEOPLE
TECHNOLOGY DATA
PROCESS

36. Understanding Your Tech Stack

39. Questions?
Thank You!
Acquia Contact Info: acquia@themarketingteam.com