the 2014 digital patient journey

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Nothing in our world is changing as quickly as healthcare. Patients are using search, social media and apps to diagnose symptoms, research physicians, schedule appointments, access medical records, connect with other patients and take a more active role in their health. At the same time the tremendous amount of data created by this activity means patients have a much larger digital footprint than ever before. Savvy healthcare marketers can use this data to attract new patients, improve care and collaborate with other healthcare professional. Learn how the patients of today and tomorrow are using technology as a key part of their healthcare and how you can be a bigger part of the Digital Patient Journey.


  • 1. THE 2014 DIGITAL PATIENT JOURNEY Bill Balderaz Follow us @FathomHealth March 24th, 2014 A Division of Fathom

2. NATURE ABHORS A VACUUM This is what happens in the absence of high quality, accurate information from experts @FATHOMHEALTH 3. DR. GOOGLE IS IN! Patients start to notice something doesnt feel quite right, so they Google their symptoms and make their own preliminary diagnose. In fact, 86% of patients conduct a health related search before scheduling a doctors appointment. 4. Trust me! I have a friend, who has a sister, who A whopping 90% of adults age 18-24 said they would trust medical information shared by others in their social networks. Forty-one percent say social media impacts their choice of healthcare providers. 5. THAT ADDRESS WAS CORRECT Three Years Ago They find a physician with some expertise in the disease or disorder and check Google maps to see who is convenient to their homes or offices. 6. WHATS YOUR GRADE? They assume they will end up with specialist, so they read the local specialists reviews on Vitals and Healthgrades. 7. ADVERTISING AT THE RIGHT TIME Think advertising doesnt matter? Think again. More than 80% of health information seekers will click on a relevant ad. 8. THE SEARCH CONTINUES Searching continues throughout treatment, with 43% of all visits to hospital websites coming from search engines and most patients visiting the sites of two or more hospitals during the research. 9. AS LONG AS WERE WAITING In the waiting room, they jump on their iPads and post to Twitter and Facebook that they are waiting to see the doctor. Maybe they do some last minute research, 53% of people say that information they found online led them to ask a doctor new questions. 10. TO FILL OR NOT TO FILL After the doctor visit, they research side effects of the medications they were prescribed. Sixty percent of patients say they research their prescriptions to understand them better and even decide whether they will fill it. They subscribe to a blog dedicated to their condition. 11. DIGITAL BOOMERS & SENIORS 67% surveyed say that access to their health information is important 70% say they want to be able to request prescription refills electronically 67% want to make online appointments 58% want to email their healthcare providers 55% want to use a mobile device to manage appointments 12. WELCOME TO THE DIGITAL PATIENT JOURNEY 13. ITS ALL ABOUT TRANSPARENCY The fact is that patients are more involved in healthcare than ever before, and our industry is now as transparent as car shopping. 75% of Americans have conducted a search related to personal health in the last year More than a third use social media to research health conditions. Half of all patients who use the Internet to self-diagnose end up making a doctors appointment. 14. DOCTORS ARE DIGITAL TOO 78% of US doctors are using digital tools to gather research 70% prefer online training to classroom training 40% communicate with patients online The tipping point has occurred and as healthcare professionals weve collectively realized that this is the future of healthcare. 15. DIGITAL HEALTHCARE MARKETING TRENDS FOR 2014 16. GROWING TRENDS FOR 2014 Social Media Hospitals are live-tweeting procedures, emergency room wait times, crisis information, and more DIY Health Patients are taking a do-it-yourself approach to their own treatments, connecting online through sites like More and more tools and edutainment devoted to healthcare at home, from health/wellness to chronic illness Currently a $1.7B industry, projected to reach $6B by 2015 17. GROWING TRENDS FOR 2014 Increased Focus on Mobile Only 9% of cellphone owners say they receive texts about health-related issues Direct Contact with Doctors Online Kaiser Permanente reported their doctors receive 2.6 million emails per quarter 18. PATIENT FOOTPRINTS 19. PREDICTIVE ANALYTICS Data set A is KNOWN event that has occurred and related to hard number.. Patient admissions, Flu vaccines administered, ER activity. Data set B is a KNOWN event that occurs in the Digital Space. The more known instances of Point A and Point B that are available, the more reliable a causal relationship becomes. Stronger correlations = more accurate predictions 20. PREDICTING A FLU OUTBREAK Data set A is a data set indicating the most recent flu outbreaks. Data set B is a data set including the activity around online activity related to fever absent from school and chills Both data sets are overlaid to find correlations 0 20 40 60 80 100 120 1 2 3 4 5 6 7 8 9 Digital Signals Flu Cases 21. PREDICTING A FLU OUTBREAK By monitoring conversations that have proven to be leading indicators, the next outbreak can be predicted. 0 20 40 60 80 100 120 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Digital Signals Flu Cases 22. PREDICTIVE ANALYTICS We all leave a tremendous digital footprint.. Who we are, what we do, where we are, who we know. In aggregate, this data can be used to identified very specific trends Hard data.. Stock prices, product sales, student enrollments, or flu vaccines, can be correlated with this data Large sampling sizes and repeated instances ensure data integrity 23. SUMMARY 24. You cant catch fish where there arent fish. Patients, of all ages, of all walks of life, are Digital Patients. If we want to engage with them, help them make decisions, educate and inform them, and improve care quality along the way, we must become Digital Healthcare pro. 25. Technology is at the intersection of patients & healthcare Technology removes the knowledge barriers in patients lives. Patients expect access to information and use technology to take control of their healthcare (or the healthcare of others) Healthcare organizations and professionals see technology as essential to connecting with patients, donors, referring physicians, media and the community Technology is moving quickly to connect patients with providers Leveraging digital data can allow healthcare organizations to anticipate events or trends 26. QUESTIONS? Bill Balderaz @FathomHealth For more healthcare marketing information & insight, visit the Fathom Health Blog.