Outlining the mobile revolution in healthcare and the impact that it will have on hospitals.

1. The
Mobile
Revolu-on
Is
Coming…
To
Healthcare
h:p://www.flickr.com/photos/tetedelacourse/4260170111/
Matthew Dillingham, Managing Partner

2. The
Four
Pillars:
Interac3ve
Healthcare
Web
Search
Social/
Self
• Tell
the
story
• Reach
new
Mobile
Service
• Explain
pa-ents
• Always
• Cement
loyalty
advantages
• Build
a
accessible
• Lower
and
benefits
following
• Immediate
opera-onal
• Build
trust
• Increase
response
costs
relevance
• PlaPorm
for
• 1-­‐to-­‐1
dialog
• Improve
online
with
hundreds
process
processing
watching
• Empower
• Engage!
clinicians

3. h:p://www.flickr.com/photos/wikitude/5508950006/
What’s
driving
the
frenzy?

4. 85%
of
American
adults
use
a
cell
phone.
h:p://www.flickr.com/photos/alphaindiaromeo/
5629514216/

5. 68.1%
of
U.S.
mobile
subscribers
use
text
messaging
on
their
mobile
device.
h:p://www.flickr.com/photos/24151892@N06/5532453157

6. Approximately
60.7
million
people
in
the
U.S.
own
smartphones.
h:p://www.flickr.com/photos/lightscripter/3910313790

7. In
the
U.S.,
4
of
the
top
5
acquired
devices
in
2010
were
smartphones.
(comScore)
h:p://www.flickr.com/photos/nickbilton/2861938380/

8. There
will
be
1.4
billion
people
with
smartphones
worldwide
by
2015….
h:p://www.flickr.com/photos/weownit/2422108748

9. And
500
million
of
them
will
be
using
mobile
health
applica-ons.
h:p://www.flickr.com/photos/yerahg/512587812

10. 17%
of
cell
owners
have
used
their
phone
to
look
up
health
informa-on.
h:p://www.flickr.com/photos/mythoto/1193636560

11. We
have
just
begun…
h:p://www.flickr.com/photos/fstop22/2779949723

12. Website
Design…
Social
Media…
Search
Marke-ng…
h:p://www.flickr.com/photos/xrrr/2478140383

13. Mobile
and
wireless
connec-vity
increases
access
to
health
informa-on
h:p://www.flickr.com/photos/debraulrich/3839887649

14. Mobile
Applica-ons
And
Healthcare
Consumers

15. 9%
of
cell
owners
have
“apps”
on
their
phones
to
track
or
manage
their
health
15

16. Smartphones
and
health
apps
Most
health
apps
are
consumer
focused
…and
there
17,000
available
…and
74%
are
paid
43%
of
apps
target
healthcare
professionals
A
surprise?
Doctors
are
s-ll
overwhelmingly
the
most
trusted
in
terms
of
gejng
health
informa-on
1
6

17. What
are
physicians
A Presentation for
doing
with
HealthSouth
smartphones?

18. 94%
of
doctors
use
smartphones
to
communicate,
manage
personal
and
business
workflows,
and
access
medical
informa-on.
h:p://www.execu-vehm.com/media/media-­‐news/
news-­‐thumb/100118/doctor-­‐with-­‐iphone.jpg

19. Physicians
and
Smartphones…
Physician
adop-on
of
smartphones
is
experiencing
exponen-al
growth
and
occurring
more
rapidly
than
with
members
of
the
general
public.

20. The
annual
market
for
m-­‐health
in
the
healthcare
enterprise
alone
will
hit
$1.7
billion
by
the
end
of
2014.

21. The
Consumer
for
A Presentation
Mobile
Experience
HealthSouth
h:p://www.flickr.com/photos/yourdon/4557644854/

22. Mobile
Customer
Experience
Consumers
expect
the
mobile
experience
to
be
beHer
or
equal
to
in-­‐store
and
online
(using
a
laptop
or
desktop
computer)
experience.
Pa-ents
=
Consumers

23. Implica3ons
You
may
be
losing
pa-ents
due
to
poor
mobile
experiences.
63%
of
all
online
adults
said
they
would
be
less
likely
to
buy
from
the
same
company
via
other
purchase
channels
if
they
experienced
a
problem
conduc-ng
a
mobile
transac-on.

24. Don’t
sacrifice
your
pa-ents
to
impa-ence
with
your
mobile
site…
43%
of
mobile
consumers
who
experience
a
problem
will
abandon.
16%
would
become
more
likely
go
to
a
compe-tor.
14%
would
email
or
log
a
complaint
with
customer
service.

25. When
people
encounter
problems
with
their
mobile
transac-ons,
they
don’t
keep
their
experiences
to
themselves.
Nearly
4
out
of
every
5
people
who
experience
problems
comple-ng
mobile
transac-ons
share
those
experiences
with
others.

26. 40%
share
their
nega-ve
experiences
via
a
social
media
channel
(Facebook,
Twi:er,
blogs,
etc.)
h:p://www.flickr.com/photos/nouly/3568409530

27. 60%
share
via
in-­‐person
conversa-ons
with
friends
and
family.
h:p://www.flickr.com/photos/nielsmknudsen/1478211058

28. Just
how
frustra-ng
are
customer
struggles
on
a
mobile
device?
h:p://www.flickr.com/photos/wiseacre/312839512

29. More
adults
are
extremely
or
very
frustrated
by
failed
mobile
transac-ons
(58%)
vs.
the
DMV
(50%)
or
wai-ng
in
traffic
(56%).
h:p://www.flickr.com/photos/mueredecine/284867916/

30. The
survey
also
found
that
mobile
consumers
oren
resort
to
interes3ng
ways
to
vent
their
frustra-ons.
What
ways,
you
ask?
h:p://www.flickr.com/photos/mindaugasdanys/3766009204

31. 23%
cursed
at
their
phones.
h:p://www.flickr.com/photos/25726169@N03/3855804871

32. 21%
deleted
the
poorly
func-oning
app.
h:p://www.flickr.com/photos/clemsauce/5555028613

33. 11%
screamed
at
their
mobile
device.
h:p://www.flickr.com/photos/nicktoday/2371478774

34. 4%
threw
their
mobile
device.
h:p://www.flickr.com/photos/saintseminole/120430174/

35. That’s
pre:y
bad.
This
is
a
healthcare
organiza-on’s
mobile
traffic
over
the
last
year.

36. Top
devices
sending
traffic
to
a
typical
hospital
website

37. Mobile
traffic
up
+
consumer
frustra-on
=
Recipe
for
change
in
healthcare
organiza-on
The
change?
Meet
consumers
where
they
are
with
op-mized
mobile
websites
and
mobile
apps

38. MedTouch
2011
A Presentation for
Healthcare
Mobile
Survey
HealthSouth

39. Mobile
Healthcare
Survey
2011
Results
Healthcare
organiza-ons
are
thinking
a
lot
about
the
mobile
web
in
2011
Budgets
are
s-ll
small
Majority
have
websites
that
can
be
viewed
from
a
mobile
device
The
rest
are
planning
to
make
their
website
mobile-­‐accessible
in
2011

40. What
are
people
doing
today?
59%
of
the
respondent
organiza-ons’
websites
are
accessible
from
a
mobile
device
such
as
a
smartphone
–
iPhone,
Droid,
Blackberry,
etc.
Is
your
website
accessible
from
a
mobile
device?
By
“accessible”,
we
mean
the
website
looks
“okay”
on
such
a
device.

41. What
are
the
industry
plans
for
2011?
32%
are
planning
to
go
mobile
2011
How?
• GPS
direc-ons
to
hospital
• ER
Wait
Times
• Physician
Finder
• Physician
referral
apps
• Pre-­‐Registra-on

42. What
are
the
industry
plans
for
2011?
5%
the
amount
most
organiza3ons
budgeted
for
mobile
in
2011,
if
at
all
But,
51%
of
respondents
have
budget
allocated
for
2011…
mainly
to
make
their
exis-ng
website
more
mobile-­‐friendly

43. What
are
the
industry
plans
for
2011?
Mobile
adver-sing?
17%
the
number
who
plan
to
start
in
2011
44%
don’t
know
what
to
do
The
market?
Largely
unproven,
untapped,
or
both
…a
wise
marketer’s
opportunity
to
find
growth

44. Why
not
invest
in
mobile
in
2011?
50
%
don’t
know
enough,
yet…
38
%
can’t
see
the
benefit
to
their
organiza-on
12%
don’t
have
the
money
Convincing
the
C-­‐suite?
Not
a
factor

45. Applying
Mobile
to
Your
A Presentation for
Organiza-on
HealthSouth

46. Building
a
Mobile
Strategy
• Measure
first:
Audience,
device,
total
traffic
• Determine
why
• Don’t
build
Rome

47. 4
Dis3nct
Uses
for
Mobile
in
2011
1
An app to make referrals easier for physicians at the
point of care
2 Discharging patients gracefully
3 Tying your print materials to your website via mobile
devices using QR codes
4 Hospital wayfinding

48. Mobile
Uses:
Referring
Physicians
A
mobile
site
can
help
community
physicians
refer
pa-ents
into
your
hospital.
– Direct
access
to
physicians
– Physician
profiles
– Special-es
– Loca-ons
– Direc-on

49. Mobile
Uses:
Discharging
Gracefully
Create
mobile
access
to
discharge
instruc-ons
– Prescrip-on
medica-on
overview
– Diet
and
wellness
informa-on
– Exercises
– PHR
integra-on
(HealthVault)

50. Mobile
Uses:
QR
Codes
Use
offline
channels
to
bring
visitors
to
your
mobile
site.
– Billboards
– Magazines
– Flyers
– Brochures

51. Mobile
Uses:
Hospital
Wayfinding
&
No3fica3ons
Hospital
Way
Finding
– QR
Code
at
entrance
– Pulls
up
applica-on
with
a
3-­‐D
rendering
of
your
facility
– Step-­‐by-­‐step
direc-ons
– Virtual
tours
– Facility
no-fica-ons

52. But
wait,
what
about
feature
phones?
Text
Messaging
– Appointment
Reminder
– Prescrip-on
Refill
Reminder
– Take
your
Meds
Reminder
– Facility
Open/Close
– Disaster
Communica-on

53. A Presentation for
A
Mobile
Case
Study
HealthSouth

54. A
Case
Study:
Newton-­‐Wellesley
Hospital
• The
Strategy:
– Posi-on
NWH
as
hospital
of
choice
in
Boston
Metro
West
– Launch
ER
Wait
Time
Widget
on
NWH.org,
followed
by
mobile
website
and
iPhone
app
– Real
-me
ER
repor-ng
helps
pa-ents
gauge
length
of
hospital
visit;
showcases
efficiency
and
speed
at
NWH

55. A
Case
Study:
Newton-­‐Wellesley
Hospital
The
Results,
Arer
Two
Months:
ü 2,014
visits
to
the
mobile
site
ü 922
visits
sent
via
mobile
organic
searches
ü 350
individual
searches
for
providers
on
mobile
site
ü 143
searches
for
direc-ons
to
the
hospital
ü 151
visits
to
the
careers
page
ü 117
comple-ons
of
mobile
pre-­‐registra-on
ü 1:
29
–
average
visitor
stay
on
mobile
site

56. A
Few
Final
Quick
Tips…
Op-mize,
op-mize,
op-mize!
Update
your
social
media
profiles…mobile
users
spend
lots
of
-me
on
these
sites.
Ask
your
pa-ents
what
they
want.
Focus
on
ac-on
and
transac-ons.

57. Ques3ons?
Analog:
866-­‐MD-­‐TOUCH
86
Sherman
Street
Cambridge,
MA
02140
Digital:
mdillingham@medtouch.com
www.medtouch.com
@MedTouch

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