mobcon dh 2015 - jay miller - owning the patient journey in the digital health experience

CONFIDENTIAL © 2015. MentorMate. All rights reserved.!

Owning the Patient Journey in the Digital Health Experience

Jay Miller Chief Engagement Officer MentorMate

Background: MentorMate !We Plan, Design, Develop and Staff Digital Health Experiences.

www.mentormate.com


Background: Me !Solving business needs from a user’s perspective for 20+ years.



John Coltrane

10 Years of Explosive Vinyl Growth!

CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Billboard, March 2015

Vinyl Album Sales IN MILLIONS

Digital Downloads IN 100 MILLIONS

+52%

-9.5%


!When presented with simple experiences that combine usability, trust, and emotion, a memorable connection is made.

What does this have to do with Healthcare?!

Customers will pay more for simpler experiences.!

CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: 2014 Siegel+Gale Global Brand Simplicity Index

Health Insurance!

Retail/Health and beauty!

General Insurance!


Customers will pay more for simpler experiences.!

Percentage of Growth of Index/Portfolio!



And that’s the thing… !The patient journey isn’t simple. As technology continues to evolve, the challenges for simplification increase.

The Accumulating Digital Patient Experience !


Scope: Creating Continuous Experiences Process: Facilitating Deeper Connections Structure: Institutionalizing Innovation


Exploration

Information

Diagnosis

Action

Treatment

Recovery

Community

Empowerment

Creating Continuous Experiences



Exploration Diagnosis Treatment Community


Payer Portals

Provider Portals

Diagnostic Portals

Wellness Portals


Exploration Diagnosis Treatment Community

Information to Knowledge

Knowledge to Action

Action to Recovery

Recovery to Empowerment



The Accumulated Digital Health Experience


Some of you will want to own the whole thing.


Some of you will partner and be integrated.


Some of you will be white labeled or “powered by”.


To be competitive, you will have to collaborate.


Process: Facilitating Deeper Connections

CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Humantific

Facilitating Deeper Connections !Within the patient journey, how do we build deeper connections with health seekers who are accustomed to retail experiences?

Facilitating Deeper Connections

!We know the experience is bad,�

but our users don’t have a choice.�And any time we spend making it better�comes right out of our bottom line. – Anonymous Client Quote



First of all, start here. !

Design for Care Innovating Healthcare Experience By Peter H. Jones!


Design Approaches in Complexity and Scale

1.0!Traditional

Design! !

§  Communication Challenges



1.0!Traditional

Design! !


2.0!Product!

& Service!Design!

§  Product Challenges §  Service Challenges §  Experience Challenges



1.0!Traditional

Design! !

3.0!Organizational!Transformation!

Design!


§  System Challenges §  Organization Challenges §  Industry Challenges

2.0!Product!

& Service!Design!




Source: Humantific

1.0!Traditional

Design! !


Design!



4.0!Social!

Transformation!Design!

§  Country Challenges §  Society Challenges §  Planet Challenges

2.0!Product!

& Service!Design!


CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Courtesy of Aaron Walter

01: Discover

02: Define

03: Design

04: Develop

05: Test

06: Deliver

Week 01 Week 02 Week 03 Week 05 Week 04 Week 06

PRO

TOTY

PE

STO

RYB

OA

RD

Minimum Viable Product



Source: Courtesy of Aaron Walter


Functional




Reliable

Functional




Usable

Reliable

Functional




Emotional Design

Usable

Reliable

Functional




Emotional Design

Usable

Reliable

Emotional Design

Usable

Reliable

Functional Functional



Emotional Design

Usable

Reliable

Emotional Design

Usable

Reliable

Functional Functional

Here

Not Here


!When presented with simple experiences that combine usability, trust, and emotion, a memorable connection is made.


The Importance of Emotional Triggers


Emotional Trigger: Animation


Emotional Trigger: Familiarity


Emotional Trigger: Voice


Emotional Trigger: Photography


Emotional Trigger: Video


Emotional Trigger: Color

Source: Courtesy of Vera Kamin


!Structure: Institutionalizing Innovation


2000: Brand !Brand involves a person's behaviors, attitudes, and emotions about using a particular product, system or service.

2010: User Experience !UX involves a person's behaviors, attitudes, and emotions about using a particular product, system or service.


Organizational Structure


CMO CTO Sales

Marketing Design

Delivery Technology

UX

vs vs vs

Chief Digital Officer


CMO CTO CDO

8 Key Roles & Responsibilities

CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Joe McKendrick, ZDNet

Maintain an easy-to-explain story For the corporate digital strategy. 01:

Earn company-wide commitment For the digital strategy. 02:

Embrace data-based Experimentation. 03:

Connect with digital experts in within the broader industry. 04:

Speak multiple business languages (IT, Marketing, Strategy, Finance) 05:

Strive for tangible and Measurable results. 06:

Keep the strategy fresh with the latest innovations and trends. 07:

Maintain commitment to executing the strategy over multiple years. 08:


Chief Digital Officer !The Emergence of the Chief Digital Officer

§ CDOs Worldwide in 2012: 225!§ CDOs Worldwide in 2013: 448!§ CDOs Worldwide in 2014: 1000+!!

Source: The CDO Club


Chief Digital Officer !

On Tuesday, March 24, 2015, President Barack Obama named Silicon valley veteran Jason Goldman as the White House’s first-ever Chief Digital Officer.


Opportunity to Lead Change

Source: Humantific

1.0!Traditional

Design! !


Design!



4.0!Social!

Transformation!Design!

§  Country Challenges §  Society Challenges §  Planet Challenges

2.0!Product!

& Service!Design!



Owning the Patient Journey !Chief Digital Officers guide the digital experience through the accumulated details of every touchpoint and interaction.


People will forget what you � said, and what you did, but � they will never forget the way � you made them feel. ! – Maya Angelou


Owning the Patient Journey !70% of buying experiences�are based on how the customer feels they are being treated.

Source: 2014 McKinsey


Owning the Patient Journey !70% of consumers are more likely to recommend a brand because it provides simpler experiences and communications.

Source: 2014 UX Magazine


Owning the Patient Journey !By 2020, customer experience will overtake price and product as the key brand differentiator.

Source: Customers 2020 Report, Walker


Owning the Patient Journey !So whether you are a small start up or a large organization, whether you are a physician, investor, technologist, designer, or marketer, ask yourself…


Owning the Patient Journey !What are you contributing to the patient journey? Are you creating confusion or connections?


Owning the Patient Journey !Nobody can do it all, but if you connect, people will remember. And if they remember, they will come back.


Thank you.

Jay Miller Chief Engagement Officer MentorMate

mobcon dh 2015 - jay miller - owning the patient journey in the digital health experience

Healthcare

simpler experiences

simple experiences

sta digital health

continuous experiencesprocess

patient journey isnt

general insurance

percentage of growth

simplification increase