Consumers have more choices than ever for their care, but there are still large gaps in patient engagement. At least 68% of patients do not know the name of the physician in charge of their care. At least 43% of patients do not know the reason for their hospital admission. In this interactive session, Jared will discuss three significant emerging trends in patient engagement: (1) the advancement of consumerism, (2) the impact of regulations on value-based care, and (3) new care models and partners entering the space. See real-world case studies of digital marketing tools and strategies that are helping organizations seize new opportunities to differentiate themselves. Gain practical tips on how IT, Marketing and PR can work together to drive innovation in patient care.

1. Digital Strategies for
Patient Engagement
in 2015 and Beyond
Jared Johnson
Principal and Lead Digital Marketing Consultant
Ultera Digital
Phoenix, Arizona

2. MeNOW:
• Founder, Ultera Digital, Phoenix-
based digital marketing consulting
• Strategy consulting for content
marketing, mobile solutions,
reputation management
THEN:
• Digital marketing for medical device
companies and providers including
St. Jude Medical, Orthofix
• Launched the companies’ first mobile apps
and patient-facing social media channels

3. More choices
for patient
care
Greater patient
engagement?
=

4. More choices
for patient
care
Greater patient
engagement?
=
NOT YET
≠

6. “Congrats on your
engagement!”

8. TREND
#1 The advent of
consumerism

9. • CVS
• Walgreens
• Urgent Care
CHOICES for Consumer Care

10. 2014 to 2015
Global wearables up 133%
Smart wearables up 511%
CHOICES for Fitness Tracking
-
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
2014 2015
Basic
Smart
2014 2015
Smar
t 4.2 million 25.7 million
Basic 15.4 million 20 million
Total 19.6 million 45.7 million

11. CHOICES for Self-Diagnosis

12. The need to shift marketing
strategy toward consumers

13. TREND
#2
The Impact of
Regulations
on Value-
Based Care

14. Mike Millard
Editor, Healthcare IT News
January 26, 2015

15. Most providers are still
doing the "bare
minimum" with regard
to patient engagement
… clinicians recognize
engagement's worth
but are skeptical of
what it means for their
workflow.
Patient engagement means ‘attitude
adjustments’ on both sides
Mike Millard, Healthcare IT News
January 26, 2015

16. TREND
#3
New care
models and
partners
entering the
space

17. Competing not just
with other practices,
but with other
care models

18. 10-30% of what
happens in a primary
care facility will take
place on an iPhone in
the next 2 years

19. • One Medical Group
• Doctor on Demand
• MDLive.com
• Video consults
• Personal health
assistants
• Home labs
Competing not just with other
practices but with other care
models

21. Marketing and I.T.:
Time to Merge
Tribes

22. I.T.
Marketing

23. To deliver smarter experiences …
marketing leaders must break away
from the pack by working with their
counterparts in the CIO’s organization
to accelerate what Forrester calls the
business technology (BT) agenda, a
shared to-do list across roles for
applying technology, systems, and
processes to win, serve, and retain
customers.
Predictions 2015: Most Brands
Will Underinvest In Mobile
Forrester Research
November 2014

24. Beyond “Breaking Down Silos”
The degree to which the Marketing and I.T. tribes
collaborate is one of the greatest indicators of how
well health care organizations will succeed in this
age.
• Mutual respect for members of the other tribe and
acknowledgement of their contributions to the
mission
• A mix of in-person tactics and communications
materials, particularly when upper management
is involved
• Departmental Lunch ‘N’ Learns, Intranet
content, social mixers, newsletters

25. Beyond “Breaking Down Silos”
Collaboration also requires empathy – putting
yourself in the other tribe’s shoes.
• Do you view one another as equal contributors to
the organization’s success?
• Is your digital strategy held together by a string of
“band-aid” fixes?
• Does Marketing have a standardized process to
intake new project requests and communicate the
business requirements to the appropriate I.T.
teams?
• Do you involve one another early in project
planning and consider their input valuable rather
than ignore it?

26. Three-Dimensional
Content Marketing

27. Three-Dimensional Content Marketing
*Find at least 3 ways to use
content
Examples:
• Inbound content
• Email drip/nurture campaigns
• Social media posts
• Rewards for attending a webinar
• HR recruiting
• Trade show marketing

28. Three-Dimensional Content Marketing
AUDIENCE
Patients? Providers? Provider I.T. teams?
MESSAGE
What information is helpful?
FORMAT
Video? Infographic? Blog posts? White paper?
DISTRIBUTION
Website? Email? PR Web? Trade Media?

29. What does your audience want to
know?
How do they want to know it?
How does it fit the context of their
lives?

30. Providing
YouTility

31. YouTility?
There are only two ways for
companies to break through in an
environment that is unprecedented in
its competitiveness and cacophony.
They can be “amazing” or they can
be useful.
YouTility = massively useful
information, provided for free, that
creates long-term trust and kinship
between your company and your
customers

32. Self-Serve Information

33. Radical Transparency

34. Real-Time Relevancy

37. What YouTility can you offer?

38. Let’s connect
@jaredpiano
jared@ulteradigital.com
UlteraDigital.com