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Jye Hainsworth’s (Google) presentation at Mumbrella’s Health Marketing Summit
- 1. Proprietary + Confidential Healthcare in the Age of Assistance Jye Hainsworth August 23 2018 Mumbrella Health Marketing Summit
- 2. Proprietary + Confidential Age of Assistance
- 4. Proprietary + ConfidentialManhattan Research 2014 Google Custom Study 86% of users go online when experiencing new symptoms… +30% 61% (+20% YoY)
- 6. Proprietary + ConfidentialSource: Google Data,, Jan - Jun 2015 vs. Jan - Jun 2017. best physician best fitness appbest toothbrush best diet +156% best hospital +180% +105% +101% +203% best health insurance +43%
- 7. Proprietary + ConfidentialProprietary + Confidential SUPER-EMPOWERED CONSUMER
- 10. Proprietary + ConfidentialGoogle / Ipsos Connect, Jan. 2018, Playbook Omnibus 2018, n=1,604 US online smartphone users, A18+ Nearly smartphone users are not certain of the specific brand they want to buy when they begin looking for information online. 9 10in
- 11. Proprietary + ConfidentialSource: Google Data, AU, 2014-2015 vs 2016-2017 ‘is health insurance worth it?’ related terms 64% Searches similar to 'is health insurance worth it?' grew over
- 12. Proprietary + ConfidentialSource: Google Data, AU, 2014-2015 vs 2016-2017 ‘worst health insurance’ related terms 450% Conversely, ‘worst health insurance' terms grew over
- 13. Proprietary + Confidential This winter flu related queries grew by over 40% Source: Google Data, AU, 2015-2016 vs 2017-2018 ‘flu vaccine’ related terms
- 14. Proprietary + Confidential People searching for “listeria” related terms in July spiked by over 1000% Source: Google Data, AU, 2017 vs 2018 ‘listeria’ related terms
- 16. Proprietary + ConfidentialGoogle / Ipsos Connect, Jan. 2018, Playbook Omnibus 2018, n=1,604 US online smartphone users, A18+ of smartphone users agree they look for the most relevant information regardless of the company providing the information. (significantly higher YOY) 74%
- 17. Proprietary + ConfidentialProprietary + Confidential Mobile searches for “___ for me” have grown 99%over the past 2 years. Source: Google Internal Data 2015 VS 2017
- 18. Proprietary + ConfidentialSource: Google Data, AU, 2014-2015 vs 2016-2017 ‘cancel health insurance’ related terms doubled Terms related to 'cancel health insurance' or “switch PHI provider” have
- 20. Proprietary + ConfidentialGoogle / Ipsos Connect, Jan. 2018, Playbook Omnibus 2018, n=1,604 US online smartphone users, A18+ Smartphone users are significantly more likely now than a year ago to purchase from companies whose mobile sites or apps allow them to make purchases quickly.
- 21. Proprietary + ConfidentialSource: Google Data, US, Jan - June 2015 vs. Jan - June 2017 85% Mobile searches for 'where to shop' and 'where to buy' have grown by more than over the past 2 years
- 22. Proprietary + ConfidentialGoogle Data, US, July-Dec 2015 vs. July-Dec 2017 Mobile searches for "Open" + "now" + "near me" have grown by over 200%over the last two years.
- 24. Proprietary + Confidential is the new ASSISTANCE BATTLEGROUND FOR GROWTH
- 25. “Experts in the field thought A.I. was 10 years away from achieving this [win in Go].” Elon Musk “Machine learning is a core, transformative way by which we’re rethinking how we’re doing everything.” Sundar Pichai, Google CEO
- 26. Proprietary + Confidential Making products more useful Helping others innovate Solving for humanity’s big challenges Google’s mission is to make the benefits of Artificial Intelligence available to everyone
- 27. Proprietary + Confidential Making products more useful Helping others innovate Solving for humanity’s big challenges Google’s mission is to make the benefits of Artificial Intelligence available to everyone
- 28. Proprietary + Confidential Providing developer and businesses with AI tools
- 29. Proprietary + Confidential Making products more useful Helping others innovate Solving for humanity’s big challenges Google’s mission is to make the benefits of Artificial Intelligence available to everyone
- 30. India has a shortage of 127,000 eye doctors. 45% of patients suffer vision loss before diagnosis.
- 31. Proprietary + Confidential Healthy Diseased Hemorrhages No DR Mild DR Moderate DR Severe DR Proliferative DR
- 32. Proprietary + Confidential C. Early model prediction Sentinel lymph nodes Detecting breast cancer
- 34. Confidential + Proprietary 1. We’re dealing with a super-empowered consumer Key takeaways... 3. Find ways to use AI in your community to help solve challenges 2. Understand your consumer journey and remove pain points
- 35. Proprietary + Confidential Thank you JyeHainsworth@google.com
- 36. Proprietary + ConfidentialSource: Google Data, AU, 2014-2015 vs 2016-2017 ‘public vs private health insurance’ related terms 51% 'public vs private health insurance' terms grew over
- 37. Proprietary + Confidential Searches for “my health record opt out” have skyrocketed by more than 7000% Source: Google Data, AU, 2017 vs 2018 ‘my health record opt out’ related terms
- 38. Proprietary + ConfidentialSource: Google Data Jan - June 2017 vs. Jan - Jun 2015. US Proprietary + Confidential While mobile searches for “near me” terms for physio / doctor / chiro / massage have grown +300%
- 39. Progressive Anticipates Customers’ Needs for Every Moment Method 1. Built experiences that met needs in the moment (e.g. getting a quote, accessing insurance ID cards, filing a claim or checking on a claim status) 2. Improved submission flow by reducing the number of steps 7x increase in customers filing a claim via mobile +35point increase in claim completion Refined mobile customer experience to streamline transactions and ensure customers’ needs are met in the most relevant moment.
- 40. Walgreens Understands a Useful App Creates More Valuable Customers Method 1. App lets customers refill prescriptions via SMS or a barcode scan 2. Launched “web pick-up” feature to order by phone and pick up in-store 6X shoppers who use the app spend 6X more than shoppers who don’t 2Xmore mobile app downloads Walgreens understands a useful app creates more valuable customers.