medtouch mobile healthcare for mhscn spring conference 2011
TRANSCRIPT
The Mobile Revolu-on Is Coming… To Healthcare
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Matthew Dillingham, Managing Partner
The Four Pillars: Interac3ve Healthcare
Web • Tell the story • Explain advantages and benefits
• Build trust • PlaPorm for online processing
Self Service • Cement loyalty • Lower opera-onal costs
• Improve process
• Empower clinicians
Social/ Mobile • Always accessible
• Immediate response
• 1-‐to-‐1 dialog with hundreds watching
• Engage!
Search • Reach new pa-ents
• Build a following
• Increase relevance
What’s driving the frenzy?
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85% of American adults use a cell phone.
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68.1% of U.S. mobile subscribers use text messaging on their mobile device.
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Approximately 60.7 million people in the U.S. own smartphones.
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In the U.S., 4 of the top 5 acquired devices in 2010 were smartphones. (comScore)
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There will be 1.4 billion people with smartphones worldwide by 2015….
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And 500 million of them will be using mobile health applica-ons.
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17% of cell owners have used their phone to look up health informa-on.
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We have just begun…
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Social Media…
Search Marke-ng…
Website Design…
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Mobile and wireless connec-vity increases access to health informa-on
Mobile Applica-ons And Healthcare Consumers
15
9% of cell owners have “apps” on their phones to track or manage
their health
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
Smartphones and health apps
16
A Presentation for HealthSouth
What are physicians doing with smartphones?
94% of doctors use smartphones to communicate, manage personal
and business workflows, and access medical informa-on.
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Physicians and Smartphones…
Physician adop-on of smartphones is experiencing exponen-al growth and occurring more rapidly than with members of the general public.
The annual market for m-‐health in the healthcare enterprise alone will hit $1.7 billion by the end of 2014.
A Presentation for HealthSouth The Consumer Mobile Experience
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Consumers expect the mobile experience to be beHer or equal to in-‐store and online (using a laptop or desktop computer) experience.
Mobile Customer Experience
Pa-ents = Consumers
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.
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.
Don’t sacrifice your pa-ents to impa-ence with your mobile site…
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.
40% share their nega-ve experiences via a social media channel (Facebook, Twi:er, blogs, etc.)
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60% share via in-‐person conversa-ons with friends and family.
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Just how frustra-ng are customer struggles on a mobile device?
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More adults are extremely or very frustrated by failed mobile transac-ons (58%) vs. the DMV (50%) or wai-ng in traffic (56%).
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The survey also found that mobile consumers oren resort to interes3ng ways to vent their frustra-ons.
What ways, you ask?
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23% cursed at their phones.
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21% deleted the poorly func-oning app.
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11% screamed at their mobile device.
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4% threw their mobile device.
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This is a healthcare organiza-on’s mobile traffic over the last year.
That’s pre:y bad.
Top devices sending traffic to a typical hospital website
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
A Presentation for HealthSouth
MedTouch 2011 Healthcare Mobile Survey
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
Mobile Healthcare Survey 2011 Results
59% of the respondent organiza-ons’ websites are accessible from a mobile device such as a smartphone – iPhone, Droid, Blackberry, etc.
By “accessible”, we mean the website looks “okay” on such a device.
Is your website accessible from a mobile device?
What are people doing today?
32% are planning to go mobile 2011
How?
• GPS direc-ons to hospital • ER Wait Times
• Physician Finder • Physician referral apps
• Pre-‐Registra-on
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
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
What are the industry plans for 2011?
The market?
Largely unproven, untapped, or both
…a wise marketer’s opportunity to find growth
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
A Presentation for HealthSouth
Applying Mobile to Your Organiza-on
Building a Mobile Strategy
• Measure first: Audience, device, total traffic
• Determine why
• Don’t build Rome
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
4 Dis3nct Uses for Mobile in 2011
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
Mobile Uses: Referring Physicians
Create mobile access to discharge instruc-ons
– Prescrip-on medica-on overview
– Diet and wellness informa-on
– Exercises – PHR integra-on (HealthVault)
Mobile Uses: Discharging Gracefully
Use offline channels to bring visitors to your mobile site.
– Billboards – Magazines
– Flyers – Brochures
Mobile Uses: QR Codes
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
Mobile Uses: Hospital Wayfinding & No3fica3ons
Text Messaging
– Appointment Reminder
– Prescrip-on Refill Reminder
– Take your Meds Reminder
– Facility Open/Close – Disaster Communica-on
But wait, what about feature phones?
A Presentation for HealthSouth
A Mobile Case Study
• 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
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
A Case Study: Newton-‐Wellesley Hospital
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.
A Few Final Quick Tips…
Ques3ons?
Analog: 866-‐MD-‐TOUCH 86 Sherman Street Cambridge, MA 02140 Digital: [email protected] www.medtouch.com @MedTouch
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