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The Evolving Digital Patient


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Presentation by F. Brian Whitman, President & CEO, Corrigan Consulting at the Smart Health Conference 2018, held at Bally's Las Vegas on the 26-27th of April, 2018.

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The Evolving Digital Patient

  1. 1. The Evolving Digital Patient F. Brian Whitman President & CEO | CORRIGANCONSULTING.COM 1
  2. 2. The proliferation and sophistication of digital devices, big data technology platforms, and increasingly savvy customers accustomed to getting their way, have combined to create the perfect storm. Source: Lisa Loftis, SAS Institute 2
  3. 3. Patients are “Consumers” 3 • Consumers have emerged as the fastest growing payer in healthcare • Confused as they try to discern the cost and value of care. • Pricing is meaningless without quality data. According to Leah Binder, CEO Leapfrog, “97% of customers surveyed preferred hospitals with the highest grade of safety”. • Over half of consumers want to receive their care from a single brand. 3 in 10 are have deferred treatment to avoid the confusion and expense 4 of 5 find it hard to compare cost and quality 3 of 4 feel healthcare decisions are the most important and expensive they will make 7 in 10 feel responsible for managing their own health, but don’t have tools Source: The Consumer is the New Payer in Healthcare. NRC, 2017.
  4. 4. 4 Consumerism Prefer quality ranking organizations over consumer-driven reviews to help choose a hospital Millennials – 52% Older – 34% Gone online to a social networking site and shared experiences about a hospital or doctor Millennials – 45% Older – 10% “A movement that advocates patient involvement in their own healthcare decisions.” Previously passive patients are now empowered consumers with unlimited access to information, more choices and greater responsibility for the cost of care. Providers should recognize that competition has expanded from the “colleague down the road” to include the retail store across the street and virtual providers. Health providers need to deliver greater consumer-defined value; and embrace convenience as the new currency. Klein and Partners 2016 Millennials and Digital Healthcare Behaviors
  5. 5. What’s Driving the Change? The Digitalization of the World Source: A Brand New Marketing Open Information Social Customer Experience
  6. 6. Today’s Patient Journey • Patient journey to a particular health related decision consists of multiple and non linear channels of expert, trusted, family/ friends, and user reviews/ comparisons. • Consumers are now influenced through broader conversations that can create awareness, preference, engagement, and action resulting in advocacy. • Patients are supported by increased access to digital information, resources, and on-going support.
  7. 7. 7 Digital Health Adoption We are now a 3 device society. As of 2016 there were 2.6b smartphone users worldwide and predicted to grow to 6.1b by 2020. 46% are now considered active digital health adopters, having used three or more categories of digital health tools
  8. 8. Overall – Think Mobile • 79% of people surveyed use their smartphone for reading email -- a higher percentage than those who used it for making calls. (Email Monday) • Publishers of health apps brought to market 100,000 more apps in 2016, a 57% increase. However, 80% of app use is spent within a user’s top three apps. • 57% of users say they won’t recommend a business with a poorly-designed mobile site. (socPub) • 48% of consumers start mobile research with a search engine --but 33% go directly to the site they want. (Smart Insights) • 50% of consumers who do a local search on their smartphone take action on that search within a day 8
  9. 9. Online Health-related Information Searching Page 9 72% in 2018 62% in 2016 Significantly higher among women than men (77% vs. 66%) 25% 33% 11% 30% 25% 29% 15% 27% Desktop Laptop Tablet Smart phone Device Most Likely Searching On 2018 2016 Q1: In the past year have you searched online for health-related information? Q2: When you are searching the Internet for health-related information, what type of device are you most likely to use? Klein and Partners 2018 National Omnibus Study Results
  10. 10. Have smart phone but haven’t used it for healthcare info seeking 40% Don’t have a smart phone 30% PAGE 10 Top Smart Phone Uses For Healthcare Information Have smart phone but haven’t used it for healthcare info seeking 27% Don’t have a smart phone 29% Look up symptoms 48% Research health topic 42% Look up info on doc 28% Go to a hospital website 19% Apply for a job 40% Look up symptoms 39% Go to a hospital website 24% Make online donation 16% Participate in wellness program 15% Read a health magazine 14% Schedule virtual appointment 11% Check ER wait times 10% Millennials Gen X Boomers Silent 29% of Millennials have used a hospital’s App to check ER wait times. Klein and Partners 2016 Millennials and Digital Healthcare Behaviors
  11. 11. Internet and Big Data • Fundamentally changed business intelligence The ability to identify, target, communicate, measure, and engage… in real time! EDUCATE PERSONALIZE IDENTIFY MEASURE ENGAGE 14:20ACTIVITY MOVE EXERCISE STAND
  12. 12. 12 Data Enables Understanding of Consumer Attribution Tracking –call tracking numbers, cookies, tags and cookies give marketers more tools to see how customers respond to their content and move through the conversion funnel Device Graphs –(i.e., identity management) a map that links an individual to all the devices they use. Helps you understand how they use the device and what they respond to. Research–New online research communities provide cost-effective tools to test strategies, hypotheses, and communications materials Strategy Development –Data from CRM and other sources give marketers greater access to develop strategies that move beyond promoting the favorite service lines of key physicians/leaders
  13. 13. 13 Understanding Consumer Expectations Source: Accenture Consumer Health Study 2014
  14. 14. The Evolved Patent Wants Convenience 14 80% Prefer Providers with Online Scheduling • 67% choose online scheduling over location; 33% say online scheduling will increase the likelihood of making an appointment. • Self-scheduling is ground zero for health systems. Source: Stax Online Scheduling Study 2016
  15. 15. 15 Virtual Visits Increased 20% Between 2015-2016.
  16. 16. Consumers want their Digital Healthcare Experience to be More Like Retail 78% of the more tech-savvy consumers say the healthcare digital customer experience needs improvement, and 50% said they would leave their current physician for a better digital customer experience. 69%of respondents expect their health insurer to make it easier to navigate affordable care and wellness options. Consumers want fast and easy digital experiences, but mobile healthcare is perceived as lacking ease of use and features, with 62% of respondents citing it is not able to accomplish what they want it to do, 42% of respondents citing a lack of relevant options and 40% of respondents citing mobile healthcare takes too long to complete. Here are the six areas consumers respondents said improvement is most needed in. • Searching for a physician or specialist (81 percent) • Accessing a family member's health records (80 percent) • Changing or making an appointment (79 percent) • Accessing test results (76 percent) • Paying bills (75 percent) • Filling a prescription (74 percent) 16NTT DATA Survey - 1,102 U.S. healthcare consumers during September 2017
  17. 17. 17 Influence of Retail is a Disruptor 22% of Healthcare Consumers are using various forms of retail healthcare including in store and virtual. (Klein and Partners) Retail’s primary point of differentiation is catering to consumer convenience. Virtual delivery models will rapidly expand for primary and chronic care management; making care at home, work and other consumer environments more accessible. You are now competing with CVS, Amazon, Uber, payors and more.
  18. 18. The retail world is learning healthcare faster than healthcare is learning retail. 18 Rob Klein, Klein & Partners
  19. 19. 19 Avalanche of Connected Devices Virtually any physical product has the potential to be connected to the internet:  Landscape watering  Infant monitoring  Home security  Elder care  Pet care  Door locks  Coffee makers  And we are already living with Apple’s Siri, Microsoft’s Cortana, Amazon’s Alexa and so much more.
  20. 20. Page 20 Voice Search for Health-related Information 23% have used voice search for health-related information Millennials 42% Gen X 22% Boomers 14% Silent 5% Q3: Have you used a voice search using a digital assistant such as Google Home, Amazon Echo, Apple HomePod, etc. to find any health-related information?
  21. 21. 21 Spoken Search Search queries are evolving from words typed in a search box to those spoken into an array of devices. In 2017, 20m units of smart speakers were sold. Amazon owns 69% of the market; Google with 25%. On Google, 20% of all searches come from a voice search. Will be 50% by 2020. 68m Americans listen to podcasts on a monthly basis. Voice assistants or Intelligent Personal Assistants (IPAs like Siri, Alexa, Google Home) are training customers to use voice in ways that marketers must adapt to.
  22. 22. 22 Data Gives Rise to Personalization Personalized Marketing –one-to-one marketing to develop individualized messages and product offerings to current or prospective customers. Customer Relationship Marketing (CRM) –practices, strategies and technologies used to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving relationships with customers, improving customer retention and driving growth. Marketing Automation –software platforms to more effectively market on multiple channels online and automate repetitive tasks.
  23. 23. Custom Persona Development
  24. 24. Clinical & Consumer Data  Profile  Personalization Conditions Diabetes Migraines Depression Overweight Metformin Imitrex Medications Sugars <130 Weight 168 lbs LDL <100 Goals Step Goal 10,000 A1c LDL Lab results Peak flow Purchase History Device Data Trends Consumer data Digital History
  25. 25. Personal messaging 3 billion netizens … spend around 19 hours online every week… 90% of their time is spent on messaging platforms. – Shriya Pal Enterprise messaging and chatbot By 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human. – Gartner Chatbots Enable Personal Clinical Conversations People using messaging in their personal lives now expect to communicate the same way with enterprises
  26. 26. Influence and Use of Artificial Intelligence (AI) 80% of B2B marketers predict AI will revolutionize marketing by 2020 Only 10% of them are currently using AI for their businesses
  27. 27. Micro-Moments in Digital World “Micro-moments are critical touch points within today’s customer journey…” • Micro-moments are the new battlegrounds for brands with three key strategies to consider: 1. Be There – Anticipate the micro-moments for users and commit to being there to help when those moments occur 2. Be Useful – Be relevant to consumers’ needs in the moment and connect people to the answers they’re looking for 3. Be Quick – Mobile users want to know, go, and buy swiftly.
  28. 28. Meets patients where they are Empowers patients to be advocates for their health Promotes engagement
  29. 29. 30 Managing Chronic Disease Digitally Ochsner Digital Medicine is a digital platform to manage chronic disease effectively and conveniently  A digital platform that enables virtual care and management of chronic disease  Engages patients to participate in health management by tracking health indicators through digitally connected devices  Enables robust data collection and insights to allow for more proactive, continuous care  Completely integrated into Epic EMR to optimize care coordination  Provides a dedicated care team to address each patient’s precise needs by actively manage medications and addressing social and behavioral factors that influence health
  30. 30. 31 The Evolved Digital Patient is Now New technologies, partnerships and resources will continue to evolve patient expectation • Wearable devices now can feed into Electronic Health Records • Medstar partners with Uber to ensure patients show up to appointments • HealthTap, Heal, and Boston’s Children’s are all using voice-driven skills to assess symptoms and in the instance of Heal and Health Tap – interact with providers • EvergreenHealth uses Alexia to assist new parents on OB Unit • Insurance providers are now offering and reimbursing virtual visits • Chatbots are being used at Oschner to manage diabetic patients • We have increased data sources to understand patients, develop news digital services to support them, and propose and market new services
  31. 31. Automated healthcare could be up to 85% of all health care customer interactions Based on automated customer service projections from Gartner