During our SHSMD Connections 2015 solutions spotlight session, Bluespire healthcare and digital strategists discussed how organizations across the country are analyzing data and improving patient engagement, while simultaneously making experiences more personalized.

1. Creating Exceptional Patient
Journeys in a Digital World

2. Personalized engagement for life’s biggest decisions.SM
We combine strategy, technology and content solutions
to drive growth for marketers in highly regulated industries.
250 employees
Minneapolis, Montvale,
Toronto and Hartford
30 years in business
100+ marketing awards
since 2013
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3. Total Solution Integrators
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Strategy + Technology + Content

4. Enabling Business Transformation
Profit
Center
Cost
Center
Personalized Engagement
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5. Learning Objectives
How to develop relevant content for one-to-one
patient experiences, along with clear calls to action
that enhance patient journeys.
Discover the best ways to leverage digital channels
and emerging technologies to create more effective
engagement and measureable results.
How marketing can impact revenue and business
growth, from acquisition to improving clinical
outcomes in the value-based care model.
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6. ENGAGEMENT

7. Digital is Key Engagement
According to Cleveland Clinic CMO Paul Matsen,
about 80% of patients who are diagnosed with
an illness go to the Web to find information about
their condition.
“The consumer-to-patient journey is largely
a digital journey at their moment of need. If I
were diagnosed with something tomorrow, one
of the first things I would do is go online.”
- John Weston, CMO at Mayo Clinic
Source(s): “Why Digital Marketing Has Become the Health-Care Industry’s Rx for Revenue”
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8. 8
Connecting with the Healthcare Consumer

9. How to Think About Your Digital Audience
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Prospect
Active Engagers
Re-engagers
Connects us to individuals
who are actively
considering and engaging
on the website.
Connects us with an
audience that has shown
previous engagement and
interest.
Allows us to get in front of a
prospective consumer before
they are actively in market.

10. Strategies to Engage with Digital Audience
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Prospectors
Programmatic Buying
Online Media
Social Media
Video
Paid/Organic Search
Active Engagers
Paid Search
Organic Search
Content
Local SEO
Re-engagers
Remarketing
Website
Email/CRM
Social

11. How to Get Started
Review your website/analytics
Connects digital audience to experience
Key questions you should be asking
Is my website mobile-friendly? Use Google Mobile Friendly Test
What actions do I want my website visitors to take?
How are people getting to my website
What content is the most popular on my website?
Where are actions currently taking place on my website?
Are they actions that I want consumers to take?
If I have locations, are they easy to navigate to?
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12. Getting Started
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Start at the bottom of the
funnel and work your way
up
Remarketing
Set up Remarketing through
Google Analytics/Google AdWords
Paid Search
Start with Google AdWords
Add brand terms
Top service lines/locations
Leverage keyword research tool
from Google
Organic Search
Google My Business
Prospectors
Active
Engagers
Re-
engagers

13. Once You Get Started
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As you get into the market, monitor
and adjust your campaign
Questions to consider:
Am I targeting the right audience?
Metrics: ad click-through rate, quality score
Is my audience aligned with my message?
Metrics: bounce rate, average time on site, goal conversion rate
Is my audience doing what I want them to do?
Metrics: goal conversions, events, goal conversion rate

14. Key Challenges
Lack visibility into basic conversions of digital
marketing efforts
No visibility into return on marketing spend (ROMS)
Acquired two new hospitals that need to be
integrated in 2014-2015
Incumbent agency of 20+ years is creative but lacks
rigor of ROI-driven culture
Key Initiatives
Migration of all digital marketing to Bluespire—10
service lines
Implementation of call tracking across the system
Consolidation of ROI tracking to Bluespire
Integration of claims data with Bluespire ROI tracking
“Flagship” health system of Catholic
Health Initiatives, third largest health
delivery network in the U.S.
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15. Results from Priority Service Lines
Click-
throughs
Bounce
Rate
Pages per
session
Avg. Visit
Duration
Bariatrics 92.54% ⬆ 34.36%  150.56% ⬆ 360.78% ⬆
Virtual
Urgent Care
47.60% ⬆ 63.28%  9.91% ⬆ 47.60% ⬆
Family Birth
Center
480% ⬆ 92.56%  0.30% ⬆ 12.34% ⬆
Heart 145% ⬆ 28.57%  48.93% ⬆ 145% ⬆
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16. Dashboards by Service Line
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17. Before
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All about us
“Of course”

18. After
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Clear calls to
action
Patient-centric content

19. Early Results
60% increase in overall page views
81% increase in organic page views
30% increase in overall average time on page
50% increase in organic average time on page
66% increase in overall entrances through this page
68% increase in organic entrances through this page
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20. PATIENT JOURNEYS

21. Patient Engagement Cycle
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22. Strategy = Service Design
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23. Benefits of a Patient Journey
Identify prospective patients, then assist them
through and shorten the decision-making cycle
for considering treatment.
Facilitate pre- and post-treatment education to
drive behavior change.
Lead patients to better health outcomes by
keeping them “on track” and engaging them
much like a retailer would.
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24. Vision of Patient Journeys
Acquisition
Lead
Acquisition
Start
Treatment
Successful
Outcome
Phase 1A – Demand Generation
Pre-Treatment During & Post TreatmentNurturing
Consult
Phase 2 – Improved Clinical
Outcomes and Reimbursements
Phase 1B - Lead Nurturing

25. Acquisition
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Acquisition

26. Home Page
Hip
Replacement
Request a consultGuides Nurture
Tracks
Knee
Replacement
Request a consultGuides Nurture
Tracks
SportsMedicine
Treatments PT Pain Mgmt Thank you
Pre-ed
Tracks
Treatment
Pre-ed
Tracks
Treatment
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27. Sports
Medicine
Diagnosis GuideDiagnosis Tracks Successful
Outcome
Treatment
Diagnosis GuideDiagnosis Tracks Successful
Outcome
Treatment
Joint
ReplacementHealthHub
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28. Bariatrics Journey
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31. EMERGING TECHNOLOGY IN
PATIENT JOURNEYS

32. Tech Trends of 2015
Internet of Me
Outcome Economy
Platform Revolution
Intelligence Enterprise
Workforce Re-imagined
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33. Beacons - Healthcare
Patient information
Equipment tracking
Staff tracking
Hospital navigation and contextual information
Automated check-in for regular patients
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Beacons are a low-cost piece of hardware that use
battery-friendly, low-energy Bluetooth connections to
transmit messages directly to a smartphone or tablet.
Next Big Thing: Beacons: What They’ll Do For Retail

34. Digital Out of Home (DOOH)
Cafes
Hospitals
Bars/restaurants
Health clubs
Colleges
Banks
Arenas
Convenience stores
Barber shops
Other public spaces
Watch this video to see how technology is
enabling memorable experiences
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Digital out of home (DOOH) refers to dynamic media distributed
across placed-based networks in venues including:

35. Apple HealthKit
HealthKit allows apps that provide health and fitness services to share their
data with the new health app and with each other. A user’s health information
is stored in a centralized and secure location and the user decides which
data should be shared with your app.
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36. Practical 3D Printing
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Student Makes 3D Printed Prosthetic Hand for Boy
Hand of a Superhero
A process for making a physical object from a three-
dimensional digital model, typically by laying down
many successive thin layers of a material.

37. Augmented Reality
Augmented Reality Demo
The Future of Augmented Reality
Microsoft HoloLens (Part 1)
Microsoft HoloLens (Part 2)
Metaio Solution
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Augmented reality (AR) is a live direct or indirect view of a physical,
real-world environment whose elements are augmented (or
supplemented) by computer-generated sensory input such as
sound, video, graphics or GPS data.

38. WRAP UP

39. Dream BIG.
Start small.
Get fast wins.
Build from there.
Refine, adjust.
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40. 5 Pillars of Digital Maturity
Organizational alignment of strategy,
tactics and objectives
Content is the fuel
Technology is the enabler, not the solution
A single view of customer
Employee enablement
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41. How Do You Know Where You Fall?
Ask yourself and others in your organization some
important questions
Quick: http://www.startspringboard.com/
In-depth: Facilitated discussion, road-mapping session
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42. Questions?
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