Fierce Healthcare webinar: Maximize Revenue with Limited Resources. Focused on psychographics and digital health

1. Maximize Revenue with Limited Resources:
A Consumer Industry Approach

2. Your Presenter
Brent Walker, SVP Marketing & Analytics, PatientBond
• Leads marketing strategy and consumer insights
• 20-year career at Procter & Gamble:
• Brand Management
• Led psychographic models for Healthcare division
• Customer Marketing for top Retailers

3. The Traditional Approach in Healthcare

4. How the Healthcare Ecosystem Needs to See Patients
A Patient is a Person First!
Think Like a Healthcare Consumer
“We are looking at healthcare choices through the eyes of the healthcare consumer,
NOT how the system THINKS the consumer sees healthcare choices!”

5. The Healthcare Experience

6. The Amazon Experience

7. Top Online Resources for Healthcare Provider and Service Information
0% 10% 20% 30% 40% 50% 60% 70%
Non-healthcare review site (e.g., Yelp)
Social media
Third-party provider listing site (e.g., Zocdoc)
Content website (e.g., WebMD)
Insurance provider website
General internet search
Healthcare organization website
Providers
Consulted Consulted First
0% 10% 20% 30% 40% 50% 60% 70%
Non-healthcare review site (e.g., Yelp)
Social media
Third-party provider listing site (e.g., Zocdoc)
Content website (e.g., WebMD)
Insurance provider website
Healthcare organization website
General internet search
Services / Care Sites
Consulted Consulted First
2021 Patient Access Journey Report

8. Consumers Desire Digital Capabilities from Providers
57%
70%
2016 2019
67%
77%
2016 2019
53%
69%
2016 2019
39%
53%
2016 2019
Receive reminders, via email or text message, when
it is time for preventative or follow-up care Request prescription refills electronically
Communicate with your provider through secure email
Use remote or telemonitoring devices to monitor
and record your own health indicators
Accenture 2019 Digital Health
Consumer Survey

9. Cost Savings Through Digital/Automation
-70%
Ø Medical answering service:
average $0.79 - $1.39 per call
Ø AJMC: Nurse follow-up $2.93 on
average; $5.50 if time spent
determining patient condition
Ø Interactive Voice Response (IVR) can
save in excess of 70% on payment
processing administrative costs

10. Condition Specific Messaging
Post Discharge
Day 1
Follow-Up
Day 2
Follow-Up
Survey
Response is No Response is Yes
• 82,045 text messages/SMS sent
• 17.4% completed the survey
• Among survey completes, 42% qualified for a return visit
Estimated $748,965 in
additional revenue ($125/visit)

11. After-Visit Care Messaging
Post Discharge
Day 1
P
Priority Care
<
10:11
Follow-Up
Day 2
As a follow-up to your visit to
Priority Care on 12.9.21, we
wanted to ensure you are
feeling better. Please reply OK
if you are doing well or call us
at 123.456.7890 if you would
like to talk to us. Reply STOP
to opt out.
Today 7:50am
OK
Glad to hear all is well. We
look forward to seeing you at
your next visit.
• 376,660 text messages/SMS sent
• 24% responded “OK”
• 4.9% Opted Out
• $564,990 in operational savings
(estimating $1.50/call follow-up)

12. Agency Perspective: Level of Client Investment
-1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1
Web development
Web design
Web hosting
General website management
Mobile app development
Web accessibility
Project management
Content development
Content marketing
Search engine optimation (SEO)
Email or marketing automation
CRM
Online reputation management (including ratings…)
Social media and community management
User research/testing
Digital advertising (include paid, social and search)
Local search or business listing management
Analytics
Digital strategy
Video production
User experience
Personalization
Insufficient investment Over-investment
Adequate investment
HEALTHCARE DIGITAL MARKETING TRENDS SURVEY 2021

13. Health Content
0
0.5
1
1.5
2
2.5
3
Health Content Personalization
Capability Score Importance Score
HEALTHCARE DIGITAL MARKETING TRENDS SURVEY 2021

14. Health Content
0
0.5
1
1.5
2
2.5
3
Health Content Personalization
Capability Score Importance Score
HEALTHCARE DIGITAL MARKETING TRENDS SURVEY 2021

15. Patient Engagement & Activation Challenges
PATIENT ENGAGEMENT TECHNOLOGY SIMPLY ISN’T VERY ENGAGING
S I L O ’ E D S Y S T E M S
Engagement efforts are not integrated
into or interfaced with existing
workflows, digital and physical.
The result?
Dead-end engagement efforts that
don’t support the strategy
G E N E R I C C O N T E N T
Messages are batch processed and
non-specific.
The result?
Lack of activation of
patients/members/consumers.
“Digital Health is not a computer
science or an engineering science. It
is a … behavioral science.
Creating the tech isn’t the hard
part. The hard part is using the tech
to change patient behavior”.
Dr. Brennan Spiegel
Cedars-Sinai Medical Center
Fortune – April, 2018
I N F L E X I B L E D E L I V E R Y
Messages are sent by whichever approach
the sender thinks is appropriate.
The result?
Consumers may not receive or read critical
communications.
M E S S A G E FAT I G U E
Everyone thinks their messages are the
most important.
The result?
Overwhelming volumes of messages that
end up being ignored.

16. Start by Defining Your Target Audience
STRATEGIC TARGET
All customers who find your
brand’s benefits and equity
relevant and meaningful
and will drive long term
business goals
PRIME PROSPECT(S)
Customer group(s) that represent the greatest near-
term growth (or cost savings) potential
• A Prime Prospect is a subset of the Strategic Target
• Primary focus for marketing plans and spending
• While Strategic Targets tend to be enduring, Prime
Prospects are renewed annually
• Follows the Pareto Rule

17. The Pareto Rule Holds Across Industries
0.5% of customers comprise 25% of car rental sales
10% of a bank’s retail customers produce about 90% of retail profits
Source: www.it-cortex.com
Pampers targets only 4% of diaper buyers to generate $10 billion in revenue

18. Deep Insights
Attitudes • Values • Beliefs • Personality • Motivations
Intermediate Insights
Habits & Practices • Product & Service Utilization • Claims
Superficial Insights
Age • Race • Gender • Income • Health Condition
Demographics and behavioral data are important, but psychographics uncover the “WHY”
Healthcare Consumer Segmentation

19. Demographics Are Not Enough

20. Psychographics
A Patient is a Person First!
• Attitudes
• Values
• Beliefs
• Lifestyles
• Priorities
• Personalities
MOTIVATIONS
&
COMMUNICATIONS
PREFERENCES

21. Psychographics Used Across Industries
Psychographics have been used extensively in consumer
industries (e.g., retail, insurance, automotive)
• GEICO's share expanded by 0.9 percentage point as its written
premiums surged by 16.1% (Feb 26, 2019)
• Porsche achieved 35% sales increase of 911 in first 2 months of new
psychographics-informed campaign
PatientBond’s psychographic research, led by ex-P&G
Healthcare executives, provides a comprehensive
understanding of healthcare consumers
Psychographics uncover how to motivate, influence and
engage the healthcare consumer to take action!

22. Psychographics Get Beyond “One Size Fits All”
Patient Activation
Who is the
patient/member/consumer?
Demographics, socioeconomics,
health condition
What are their behaviors?
Utilization, claims data
Why are they doing
what they do?
Psychographics: Attitudes,
Values, Motivations
How do we influence
their actions?
Communication & Channel
preferences
WHY
HOW
WHO
WHAT

23. SELF ACHIEVERS 19%
Motivated by goals, measures,
progress. Likes to have a plan.
Respects the physician.
PRIORITY JUGGLERS 18%
Puts personal wellbeing behind
their obligations to family and work.
WILLFUL ENDURERS 31%
Lives in the “here and now” and wants
immediate gratification. Convenience,
ease and simplicity is key.
DIRECTION TAKERS 15%
Needs clear and concise guidance
from a credentialed source.
BALANCE SEEKERS 17%
Wants options and choices in their
health journey. Likes to discover
new and interesting solutions.
Healthcare Psychographic Segmentation Model
Proactive & Engaged Reactive or Disengaged

24. Willful Endurers account
for 2/3 of all people who
visit an Emergency Room
at least once per year
Self Achievers are 3X – 7X
more likely than the
other segments to visit an
ER at least twice per year
There is a significant opportunity to convert these
patients to Primary Care and other Service Lines
Frequency of Emergency Room Visits

25. R² = 0.3331
0
5
10
15
20
25
30
35
40
20 25 30 35 40 45 50 55 60 65 70
FY17
Visits
Thousands
Total Willful Endurers Thousands
Market Population of Willful Endurers vs. Site Volume
(r = 0.58, r2 = 0.33)
Willful Endurers and Site Success
A national health system looked at the variables that drove success or underperformance across its
network of urgent care clinics

26. Each Segment Has a Different Engagement Strategy
Self Achiever:
Achieve the goal; Improvement
Balance Seeker:
Choices, Options, Knowledge, Context
Priority Juggler:
How family/others benefit; Commitment
Direction Taker:
Expert, credentialed physician says so
Willful Endurer:
Here & Now, Live for today, First step, Easy

27. Channel Mix & Frequency Vary by Segment and Topic
HEALTH FINANCIAL
MARKETING
B a l a n c e S e e k e r
Every 2 months Every 2 weeks Every month
W i l l f u l E n d u r e r
Every 3 weeks Every 2 weeks Every 2 weeks
P r i o r i t y J u g g l e r
Every 2 months Every month Every 3 weeks
S e l f A c h i e v e r
Every month Every 2 weeks Every 3 weeks
D i r e c t i o n Ta k e r
Every month Every 2 weeks Every month
**Illustration ONLY: Not Actual Data**
P
s
y
c
o
g
r
a
p
h
i
c
s
s
e
g
m
e
n
t
s

28. Identifying the Psychographic Segments
• 12 question survey =
91.1% confidence
• 3 question progressive
survey starts at 60%
confidence
• Statistical projection
through National Data
Compiler = 3X chance
• Append
• Intelligent Default
Statistical Projection
Options:

29. Operationalizing
Psychographic Engagement
Examples & Case Studies

30. Marketing an Urgent Care Clinic: Digital Banner Ads
Call Now!
Local STD Testing
The Risk Is Not Knowing
What Are You Waiting For? Get Tested!
ü Local STD Testing
ü Insurance Covers Tests
ü 100% Confidential
ü 5 NYC Area Locations
(123) 456-7890
Better Safe
Than Sorry!

31. Insights Accelerator
TM

32. 53%
21%
11% 10%
6%
0%
10%
20%
30%
40%
50%
60%
70%
Willful Endurers Self Achievers Balance Seekers Direction Takers Priority Jugglers
Visit an Urgent Care Clinic At Least Once Per Year
Visit Frequency By Segment

33. Visit Frequency By Segment
70%
20%
6% 3% 1%
0%
10%
20%
30%
40%
50%
60%
70%
Willful Endurers Self Achievers Balance Seekers Direction Takers Priority Jugglers
Visit an Urgent Care Clinic Once Per Quarter

34. Willful
Endurers
38%
Balance
Seekers
20%
Self
Achievers
20%
Priority
Jugglers
13%
Direction
Takers
9%
Psychographic Segment Distribution
Within 5 Mile Radius
742,982
401,432 385,620
266,690
168,968
Willful Endurers Balance Seekers Self Achievers Priority Jugglers Direction Takers
Population Size by Psychographic Segment
Within 5 Mile Radius
Brooklyn, NY

35. Brooklyn, NY

36. Brooklyn, NY
42%
Willful Endurer

37. INSIGHTS ACCELERATOR™ – CODEBOOK WILLFUL ENDURER

38. Willful Endurer is the Prime Prospect
(123) 456-7890
Motivations:
• Immediate benefit
• No waiting
• Easy, no hassles
• On their terms
• Loss avoidance
• Peace of mind
• Low/No cost
Local STD Testing
(123) 456-7890
or visit our website
www.pcare.com

39. Results
0%
2%
4%
6%
8%
10%
12%
14%
16%
Week of March 5 Week of March 12 Week of March 19 Week of March 26 Week of April 2
Click Through Rate

40. Psychographically Enhanced Digital Engagement
Marketing
Clinical
Financial

41. Psychographically Enhanced Digital Engagement
Julia Shi,
Yale News
Opt-In Consent
Patient Agrees to
Participate in Program
Motivational Messaging
8-10 segment-specific messages
over 30-day period via
combination of text, IVR or
email
Customized Dashboard
Dashboard enables staff to
monitor progress
Embedded Actions
Patient responds to
questions
Segmentation Survey
Patient Segmented via
12-Question Survey

42. Hospital Discharge: CHF 30-Day Communications Example
Opt-In &
Patient Survey
ENROLL
DAY 1
Discharge
Instructions &
Welcome
Tracking your
Recovery
Importance of
Medication
Adherence
DAY 2
DAY 3
DAY 4
Follow-Up
Appointment
DAY 5
Monitoring
Weight
DAY 7
When to Seek
Medical Attention
DAY 10
Follow-Up
Appointment
Your Recovery
Zone
DAY 15
DAY 20
Activity, Smoking
Drinking tips
Medication
Refill
DAY 25
DAY 30
End &
Assessment
Email Text/SMS IVR
@

43. CHF
Hospital A
Spine
Hospital B
CHF
Hospital C
COPD
Hospital C
Pre-PatientBond
Readmission
Rate
18% 7% 18% 22%
Post-PatientBond
Readmissions Rate
2.4%
(n=315)
1.45%
(n=87)
9%
(n=108)
4%
(n=100)
3 Month Savings $520,000 $120,000 $90,000 $180,000
Engagement Rate
Across 13
Communications
65% 87% 61% 36%
Readmissions Program Results
CHF
Hospital D
21%
11.8%
$500,000/QTR
12 Months
55%
12 Months

44. Results Across Categories
MARKETING
• 3x Increase in PCP Appts – Post ER Visit
• Physician/Patient Matching – 72% of
appointments
• 7x Increase In Telehealth registrations
• 25% - 200% Increase in banner ad
click-through
• 27% increase in Google Reviews
HEALTH FINANCIAL
• 85% Reduction in CHF Readmissions
• 75% Reduction in COPD Readmissions
• Diabetes Care Gaps - 50% Engagement
and Closures
• AFIB Education – 70% Sustained
Engagement Rate
• 57% Increase in Colon Cancer home
screening kits returned
• 4x Increase of Payments within 10
days
• 25x Increase of Payments in < 48 Hours
• 50% Reduction Statement Volume
• 60.9% Increase in Patient Payments
• $48M in Annual Patient Collections

45. A Complete Patient Engagement Command Center
PatientBond Technology Stack
Virtual Visits Quick Consults
HIPAA Compliant
Online Scheduling
Digital Intake
Digital Payments
Remote Monitoring
Branded App
Patient Portal
Email
SMS
2-Way SMS
IVR
On-Demand
Messaging

46. Psychographics + Digital Engagement Technology = Upside impact to your bottom line
Robust Programs
• Automated Encounter follow up
• Automated Lab Result messaging
• Condition-Specific follow up for 70+ Urgent
Care frequently seen conditions
• Condition-Specific post-visit clinical status
check
• Intelligent Response with automated repeat
visit push
• Push to online scheduling system, virtual
visits & click-to-talk scheduling
• Clinical Care post-visit messaging for non-
specific conditions (OK or CALL)
• Online Scheduling & Digital Intake
• Appointment Reminders
• Rx Notifications
• Secure Video & Messaging Consults
• Remote Monitoring
• Personalized Care Pathways (chronic
conditions)
Care Automation
• Insights Accelerator™
• Segmented Marketing Campaigns
• Database append & segment projections
• Progressive database classification
• Psychographic codebooks
• Segmented DMA mapping (television)
• Surveys & Social Media push (NPS, Five-Star,
SMS, NPS + Drivers)
• COVID testing sites & availability messaging
• Seasonal revenue driver communications
• Gaps in Care messaging
• Health Risk assessments
• Patient-Provider match
• Service line messaging
• Wellness program enrollment & retention
• Patient Portal promotions
• Segmented content copywriting
• Psychographic consulting
Marketing
• Early Out Messaging
• Payment Reminders (1, 30, 60, 90, 120+)
• Claim submission notifications
• Card-on-File Messages
• Financial Agreement/Insurance denial
messaging
• Digital Statements
• Pre-Auth/Co-Pay notifications
• Explanation of Benefits messaging
• SMS, Email, IVR reminders with age of invoice
specific messaging
• Bad Debt & suppressed statement messaging
• Online Payments
• Link to client online bill payment portal(s)
• Click-to-call (texts, emails) and/or real-time
call transfer (phone calls) to client billing
department
• File collation, channel scrub, duplicate
removal
Financial
*Content & delivery timelines are fully customizable

47. Q & A

48. THANK YOU
Brent Walker, SVP Marketing & Analytics
brent@patientbond.com
(630) 965-6322
www.patientbond.com