digital strategies for patient engagement in 2015 and beyond jared johnson principal and lead...

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

Let’s connect

@jaredpiano

jared@ulterdigital.com

UlteraDigital.com