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Digital Strategies for Patient Engagementin 2015 and Beyond
Jared JohnsonPrincipal and Lead Digital Marketing Consultant Ultera DigitalPhoenix, Arizona
MeNOW:• Founder, Ultera Digital, Phoenix-based
digital marketing consulting• Strategy consulting for content
marketing, mobile solutions, reputation management
THEN:• Digital marketing for medical device companies
and providers including St. Jude Medical, Orthofix, W.L. Gore
• Launched the companies’ first mobile apps and patient-facing social media channels
More choices for patient care
Greater patient engagement?=
More choices for patient care
Greater patient engagement?=
NOT YET
≠
“Congrats on your engagement!”
TREND
#1 The advent of consumerism
• CVS• Walgreens• Urgent Care
CHOICES for Consumer Care
2014 to 2015Global wearables up 133%Smart wearables up 511%
CHOICES for Fitness Tracking
2014 2015 -
5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 45,000,000 50,000,000
BasicSmart
2014 2015Smart 4.2 million 25.7 millionBasic 15.4 million 20 millionTotal 19.6 million 45.7 million
CHOICES for Self-Diagnosis
The need to shift marketing strategy toward consumers
TREND
#2The Impact of Regulations on Value-Based Care
Mike MillardEditor, Healthcare IT NewsJanuary 26, 2015
Most providers are still doing the "bare minimum" with regard to patient engagement … clinicians recognize engagement's worth but are skeptical of what it means for their workflow.
Patient engagement means ‘attitude adjustments’ on both sidesMike Millard, Healthcare IT NewsJanuary 26, 2015
TREND
#3New care models and partners entering the space
Competing not just with other practices,
but with other care models
10-30% of what happens in a primary care facility
will take place on an iPhone in the next 2 years
• One Medical Group• Doctor on Demand• MDLive.com• Video consults• Personal health assistants• Home labs
Competing not just with other practices but with other care models
Marketing and I.T.: Time to Merge Tribes
I.T.
Marketing
To deliver smarter experiences … marketing leaders must break away from the pack by working with their counterparts in the CIO’s organization to accelerate what Forrester calls the business technology (BT) agenda, a shared to-do list across roles for applying technology, systems, and processes to win, serve, and retain customers.
Predictions 2015: Most Brands Will Underinvest In MobileForrester ResearchNovember 2014
Beyond “Breaking Down Silos”
The degree to which the Marketing and I.T. tribes collaborate is one of the greatest indicators of how well health care organizations will succeed in this age. • Mutual respect for members of the other tribe and
acknowledgement of their contributions to the mission• A mix of in-person tactics and communications materials,
particularly when upper management is involved• Departmental Lunch ‘N’ Learns, Intranet content, social
mixers, newsletters• Communication, as usual, is key
Beyond “Breaking Down Silos”
Collaboration also requires empathy – putting yourself in the other tribe’s shoes. • Do you view one another as equal contributors to the
organization’s success? • Is your digital strategy held together by a string of “band-
aid” fixes? • Does Marketing have a standardized process to intake new
project requests and communicate the business requirements to the appropriate I.T. teams?
• Do you involve one another early in project planning and consider their input valuable rather than ignore it?
Three-Dimensional Content Marketing
Three-Dimensional Content Marketing
*Find at least 3 ways to use content
Examples:• Inbound content• Email drip/nurture campaigns• Social media posts• Rewards for attending a webinar• HR recruiting• Trade show marketing
Three-Dimensional Content Marketing
AUDIENCEPatients? Providers? Provider I.T. teams?
MESSAGEWhat information is helpful?
FORMATVideo? Infographic? Blog posts? White paper?
DISTRIBUTIONWebsite? Email? PR Web? Trade Media?
What does your audience want to know?How do they want to know it?How does it fit the context of their lives?
Providing YouTility
YouTility?There are only two ways for companies to break through in an environment that is unprecedented in its competitiveness and cacophony. They can be “amazing” or they can be useful.
YouTility = massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers
Self-Serve Information
Radical Transparency
Real-Time Relevancy
What YouTility can you offer?
QUESTIONS
