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
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?
8.
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?”
14.
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?
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
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.
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
54.
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
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
