dx case study: influence health's targeted content engagement
TRANSCRIPT
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RUPEN PATEL, CTOInfluence Health
November 15, 2017
Our Experience 2
21+Years Experience
3,700+Websites & Campaigns
150,000,000+Connected Patient Records
425,000+Leads Generated
250+Clients
Technology Raising the Bar 3
1995 2000 2005 2010 2015 2020
Dig
ita
l M
atu
rity
Internet becomes
widely available
Online banking
launches
Mobile usage surpasses desktop
149 Million unique Yelp visitors monthly
Nearly 50% of people say social media/reviews influence provider decision
67% increase in deductibles since 2010
68% of patients want to send
wearable device info to physician
80% of people
use internet for
health-related
searches
60% patients want
online health tools
300 hrs. of content
added a minute
hits 1 Billion
unique daily users
50 Billion
connected
devices Yelp
review
lawsuit
HITECH / MU
launches
Hospital websites
become mainstream
IH implements
1st patient portal
Readmission
penalties begin
MU2 “engagement”
Basic portals
are required
26% of
hospitals on
social media
695 Hospitals
on YouTube
ACA passes
“Year of
Consumer”
Google Mobilegeddon
?
Technology Raising the Bar 4
1995 2000 2005 2010 2015 2020
Dig
ita
l M
atu
rity
Healthcare is painfully behind.
Consumer
Expectations
Healthcare
85%
CMOs say data
spread across
disparate sources
prevents cross-
channel consistency
Traditional Technology Approaches Leak Value 5
Provider
Credentialing
Directory
ListingsEvent
Systems
Mobile
Apps
AdWords
Reputation
Management
Direct Mail
EHR
Websites
Facebook Ads
Social
Media
Traditional
HR CRM
Operational
challenge
Brand Experience Inconsistent Across Touchpoints 6
78%
of customers don’t
receive a consistent
experience across
all channels
5
7Filling the Relevance Gap
As you increase consumer experience levels you increase consumer & organization value
4
3
2
1Episode Episode Chronic Care
Consumer Lifespan
He
alth
Syste
m In
tera
ctio
n
Batch campaigns
Early measurement
Traditional CMS
Primarily Print
Blanket
Marketing
1
Healthcare CRM
Advanced targeting
Responsive sites
Personalized email
Some integration
2
Performance-
based Marketing
Tightly integratedCMS & CRM
Dynamic personalized web
content / A/B testing
Marketing automation
Provider ratings / Transparency
3
Personalized
Experiences
Advanced Personalization
Unified consumer data & analytics
Omni-channelcampaign system
Decoupled content management
Sophisticated automation
Unified performanceanalytics
4
Insightful
Experiences
Interactions span
clinical and other
value-based goals
Equal emphasis
throughout
relationship cycle
Assessment of
service experience
beyond HCAHPS
5
Loyalty-based
Experiences
Consumer Experience Maturity Model 8
Market gaining in sophistication & value
Co
nsu
me
r V
alu
e
Organizational Sophistication
2010 - 2014 2014 - 2017 2017 – 2018 2018 - 2021 2025+
Complete view of
the consumer augmented
by machine-learning
based insights
Intelligent
Workflow logic to
execute multi-channel
campaigns &
sustained interactions
Automated
The New Platform Requirements 9
Single source of insight
to precisely measure
spending and results and
optimize in real-time
Measured
Cloud-based &
configurable solutions
with no infrastructure and
little IT support required
Scalable
The Consumer Experience Platform 10
Client Example
11
Capturing Valuable Data Throughout the Healthcare Journey 12
Find a Doc/ Physician Rankings
Schedule an Appointment
SpecialistAppointment
Awareness
Website
In Person
Contact Center
Social
AcquisitionEngagement Retention
SearchLocal
Search
Write Review
Maps &Directions
CRM Database
Solicit Review
Retargeting Campaign
Service Line Content
Paid Ad
Patient Portal
13Personalization Strategy
Need immediate care,close to home? Find a
location near you.
A B C
ORIGINAL MESSAGE
Need an appointment today? Call
1.800.3.ADVOCATE
Need a trusted primary care physician? Find a
doctor near you.
14Personalization on AdvocateHealth.com
Examples
of Live
Personalization
Outcomes & Success
15
16Personalization Performance
0
10
20
30
40
50
60
70
80
CALL 1.800.3.ADVOCATE PRIMARY CARE IMMEDIATE CARE
A/B/C Testing
Jun-17 Jul-17 Aug-17
58%54%
65%
17New CMS Measures of Success
Personalization &A/B Split TestingIncrease:
Appointments
App Downloads
Portal Usage
influencehealth.com