The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development

Reputation + Location Data Management =A Healthy Holistic Marketing Approach

About This Session

Industry professionals from Binary Fountain and SIM Partners will discuss how healthcare providers and marketers can bolster their local listings and social reputation through a holistic approach to marketing efforts.

This will include a discussion around physician and hospital ratings, transparency, managing location data and capitalizing on “near me” moments to better engage patients.

Presenters

Andrew RaineyEVP of Strategy &

Corporate DevelopmentBinary Fountain

@AndrewDRainey

Amanda BuryManaging Director,

HealthcareSIM Partners

@Ciaogalchicago

Mayura KumarDirector of Digital

StrategyAdvocate Health Care

@mayurajkumar

Christine BonManager, Digital

Marketing & Communication

Advocate Health Care@ChristineBon

Julie FeingoldSr. Online Marketing

SpecialistDuke Health

@DukeHealth

• 6,500+ Advocate Physicians

• 10,000+ Physician and Location Combinations

Advocate Health Care is the largest health system in Illinois and one of the nation’s top 10 health systems based on clinical performance.

Duke University Health System is a world-class hospital and health care network supported by an outstanding and renowned clinical faculty, nurses

and care teams. Duke's services span the full continuum of care, from primary care to medical and surgical specialties and subspecialties, all dedicated to

putting our patients at the forefront of everything we do.

OUR MISSION: Advancing Health

Together

VELOCITY HEALTH

Velocity Health maximizes digital marketing results for healthcare brands at a local level. By making location data actionable and contextual content scalable, Velocity Health drives

patient acquisition for healthcare systems across multiple locations and physician networks.

Binary Fountain® is the leading provider of patient feedback management solutions designed specifically for healthcare in a holistic, cloud-based platform. Our reputation management and

transparency solutions enable marketers to engage patients, impact loyalty and improve the healthcare consumer experience.

SOURCE: PwC Health Research Institute

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.

“”

3 Elements of Healthcare Transparency

The Transparency Triangle

The Year of The Patient Journey. . .

Mobile makes up 88% of all “near me” searches, with those mobile searches growing even faster at 146% year over year.

63%C H O O S E H E A LT H C A R E BASED ON PROXIMITY

to home or office

77%OF PATIENTS

SEARCH ONLINE fo r hea l thcare

SOURCE: 2012: Google/Compete Hospital Study

Digital marketing is, in fact, forecasted to increase by 35% throughout 2016, with roughly one-third of marketers planning to shift advertising budget to digital to increase ROI.

SOURCE: http://www.beckershospitalreview.com/hospital-management-administration/why-is-digital-marketing-critical-in-healthcare.html

94%of patients said the reputation of the facility

is important in hospital selection

4.2 – 4.5 OUT OF 5ideal average star rating to influence

consumer choice

47%of patients are willing to to go

out-of-network based on reviews

Real World Outcomes

Duke’s Ratings and Reviews

When combining our work with location data management and the rating & reviews, we’ve seen an improvement on our provider rankings on Google. The overall average rank for providers is now the #3 spot on Google and the percent of providers ranking #1 keeps increasing. From June to August this number increased from 23% to 34%.

Duke’s Location Data Health Score

SOLUTION•Consolidated, organized, cleansed and distributed location and physician data to make accessible to potential patients•Velocity created a custom ‘Find a Doctor’ directory search that improved on-site physician search across three websites •Created engaging, configurable and mobile-responsive physician profile pages at scale

Velocity Helps Advocate Health Care Increase New Patient Forms By 64%

CHALLENGE•Complex local data – 6,500 physicians, some working out of multiple locations, resulting in 10,000 physician and location combinations•Aggregate local data from three different sites•Patients expecting a retail experience when looking for healthcare needs

Advocate’s Physician Profile Pages Performance

72% of traffic is coming from ORGANIC SEARCH

to Advocate’s Physician Profile Pages

66%of traffic is coming from

NEW USERS that have never been

to Advocate’s Physician Profile Pages

Patients are taking action 1/3 of the time they are on Advocate’s Physician Profile pages

41% of new visitors

Schedule an Appointment

ONLINE

Advocate’s Physician Profile Pages Performance

Three Key Take-Aways1. How does your healthcare system fall into the

3 elements of the transparency triangle?• Location data• Descriptive content• Patient ratings and reviews

2. Is your physician directory an advantage to your local strategy?

3. What is the sentiment and reputation of your healthcare system across your locally targeted area?

The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development

Thank You