MedTouch Mobile Healthcare for MHSCN Spring Conference 2011

The  Mobile  Revolu-on  Is  Coming…  To  Healthcare    

h:p://www.flickr.com/photos/tetedelacourse/4260170111/  

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.  

h:p://www.flickr.com/photos/lightscripter/3910313790  

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.  

h:p://www.flickr.com/photos/mythoto/1193636560  

 We  have  just  begun…  

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Social  Media…  

Search  Marke-ng…  

Website  Design…  

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h:p://www.flickr.com/photos/debraulrich/3839887649  

Mobile  and  wireless  connec-vity  increases  access  to  health  informa-on  

Mobile  Applica-ons    And  Healthcare    Consumers  

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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  

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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.  

h:p://www.execu-vehm.com/media/media-­‐news/news-­‐thumb/100118/doctor-­‐with-­‐iphone.jpg  

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  

h:p://www.flickr.com/photos/yourdon/4557644854/  

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.)    

h:p://www.flickr.com/photos/nouly/3568409530  

60%  share  via  in-­‐person  conversa-ons  with  friends  and  family.  

h:p://www.flickr.com/photos/nielsmknudsen/1478211058  

Just  how  frustra-ng  are  customer  struggles  on  a  mobile  device?  

h:p://www.flickr.com/photos/wiseacre/312839512  

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/  

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  

23%  cursed  at  their  phones.    

h:p://www.flickr.com/photos/25726169@N03/3855804871  

21%  deleted  the  poorly  func-oning  app.    

h:p://www.flickr.com/photos/clemsauce/5555028613  

11%  screamed  at  their  mobile  device.  

h:p://www.flickr.com/photos/nicktoday/2371478774  

4%  threw  their  mobile  device.

h:p://www.flickr.com/photos/saintseminole/120430174/  

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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