1) Healthcare organizations are shifting from episodic, provider-centric care to continuous, patient-centric care through digital marketing and technology. 2) By creating personalized digital experiences and using data to provide ongoing guidance and support, hospitals can build lifelong relationships with patients and encourage healthy behaviors. 3) Massachusetts General Hospital is piloting new care models like telehealth and digital health practices to improve outcomes through proactive, technology-enabled care between visits.

1. What’s transforming
healthcare digital marketing?
Maulik Majmudar, MD
Associate Director
Healthcare Transformation Lab
Massachusetts General Hospital
f t e
Shawn Gross
Chief Digital Strategist
Healthcare Practice Lead
White Rhino

2. ADVERTISING WITHOUT THE ADS
How to weave digital marketing programs "
into the operational fabric of your organization
"

3. Because the average person
IGNORES "
5,000 ads per day
Source: CBS “Cutting Through Advertising Clutter
September 17, 2006

4. Our audiences pay attention "
when we get personal
"

5. The Heart-Mind Connection
CREATE A DOPAMINE RELEASE

6. “As patients behave more like consumers,
healthcare organizations need to deliver a
higher level of personalized service,
satisfaction and overall experience – "
or risk losing business to the competition.”

7. NURTURING THE BASE
Are we delighting audiences with "
unexpected experiences?
"
Are we building long-term loyalty
into our marketing programs?

9. WHERE SHOULD WE FOCUS?
Create experiences worth talking about by
working collaboratively with operational peers
"
ambulatory clinics - hospital administration - inpatient teams - front desk staff - call centers

10. START BY EXTENDING THE PATIENT EXPERIENCE
Typical Hospital View
Consumer View
Valuable
Content
“Am I drinking enough water?” “Am I getting enough vitamin D?” “Can you help me interpret my lab results?”

11. YOU WILL HAVE BUILT
A LIFETIME RELATIONSHIP
By being there all the time vs. "
being there only when they’re sick

12. Isn’t that the type of
relationship we want"
(built on trust)"
with our health
care providers?

13. MAYO’S 1st COMPANION APP
Mayo Clinic launches meditation app in 2010
“How do I get into people’s daily lives?”

15. Hi, Shawn.
Welcome to "
Massachusetts General
Hospital!
"
Your appointment is at 3:00 pm "
in Blake 8 located at the main
entrance of 55 Fruit Street.

16. Hello! Mass General here again.
"
Dr. Thomas is running 15
minutes late for your 10:00 am
Primary Care appointment.
No need to rush.
Instead, you can visit:
Coffee Central
Restrooms
Gift Shops

17. increase Press Ganey satisfaction scores, introduce visitors to donor walls and
charitable giving opportunities, gift shops, florists and other cross-selling opportunities?

19. UNDERSTANDING
WHAT TO DO
WITH MY DATA

20. No one ever said
“This lab result is
easy to read.”

22. The lab result re-imagined
250
Heart Attack Risk 65%

23. 250
Heart Attack Risk 65%
The lab result re-imagined

24. The lab result re-imagined

25. 250
Heart Attack Risk 65%
The lab result re-imagined

26. 235
Heart Attack Risk 46%
The lab result re-imagined

27. 195
Heart Attack Risk 28%
The lab result re-imagined

28. 175
Heart Attack Risk 12%
The lab result re-imagined

29. What do our consumers really want?
HOW TO HARNESS THE POWER"
OF “ADVERTISING WITHOUT THE ADS”

30. CONTINUOUS
PROACTIVE
PATIENT CENTRIC
HIGH VALUE
TRANSPARENT
ACCESSIBLE
EPISODIC
REACTIONARY
PROVIDER CENTRIC
HIGH VOLUME
NON-TRANSPARENT
INACCESSIBLE
Medical Practice
TODAY FUTURE
1. Affordable Care Act
2. Technological
advances
3. Consumer demand

31. CONTINUOUS
PROACTIVE
PATIENT CENTRIC
HIGH VALUE
TRANSPARENT
ACCESSIBLE
EPISODIC
REACTIONARY
PROVIDER CENTRIC
HIGH VOLUME
NON-TRANSPARENT
INACCESSIBLE
Medical Practice
TODAY FUTURE
1. Affordable Care Act
2. Technological
advances
3. Consumer demand

34. To improve the experience and value of
healthcare through collaborative innovation
Mission

35. Engage
Goals
Connect Support Catalyze

36. An open innovation contest that taps into the collective
knowledge, experience, and creativity of our staff to
transform healthcare
Ether Dome Challenge
235
submissions
> 50
innovators
>200 crowd
voters
6 grants
awarded

37. A N S W E R S H E A R D : !
• Wayfinding (parking, navigation to facilities)
• Online scheduling
• Transparent billing
• Guidance on good health
• On-demand access to physicians

38. ๏ First step towards transforming outpatient specialty care through
technology
๏ Experimenting with different business and care models
Example 1
TeleHeart

39. ๏ A new care model that leverages technology to enable frequent
asynchronous ‘micro-visits’ and remote monitoring
Example 2
Digital Health Practice

41. Desirable
Health
Experience
INWARD +
OUTWARD FACING
Success = pulling it all
together!
(marketing, operations,
clinical, billing, facility and
grounds, patient ed, etc.)

42. DIGITALLY-DRIVEN HOSPITAL OF THE FUTURE
Fun, entertaining and addictive "
experiences, lead to greater brand loyalty, "
increased consumption of services "
and higher patient volume.

46. >

47. >

48. >

49. >

50. >

51. >

52. So the next time a physician asks"
you to help grow her practice…

53. adwords
apps
blogs
content
ebooks
email
facebook
landing pages
flickr
infographic
instagram
linkedin
microsites
mobile
social media
websites
responsive
SEM
SEO
tumblr
twitter
whitepapers

55. What if you could submit your health data before
you even arrived at your doctor’s office?

56. Removable Bluetooth
sensor tells the app
how much water has
been consumed
Change patient behaviors to keep them healthy
Simple, invisible “companion apps” as the marketing program

58. And that’s advertising lifetime relationship building
with a heart-mind connection

59. ADDICTIVE EXPERIENCE METRICS
Patient volume + retention rates
Return visits and compliance
Survey data that measures patient engagement,
days to appt + trust levels
Provider satisfaction + retention
Digital engagement (social media mentions, inbound
marketing offers + nurture programs, portal users,
etc.) that measure usage, satisfaction + sharing

60. ENGAGE"
Get to know your operations staff (and ask questions), network
with diverse people à engage patients + clinicians with crowd-
sourced events"
CONNECT"
Introduce like-minded individuals from various disciplines; hold
networking events"
SUPPORT"
Coach and align staff to key strategic priorities
HOW YOUR HOSPITAL CAN FOSTER INNOVATION

61. New ebook!
Addictive Health:!
The Patient Journey
Reimagined

62. We’d like to hear from you!
#digitalhospital #hcmktg
Shawn
@shawngross!
shawn@whiterhino.com!
whiterhino.com
Maulik
@mgh_htl!
mmajmudar@partners.org
healthcaretransformation.org !