Using Interactive Media to Enhance Patient Experience and Create Brand Preference

© 2010 Incite Chicago

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Using Interactive Mediato Enhance the Patient’s

Experience and Create Brand Preference

Terry KasdanJohn Olson

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Road Map

•Rising expectations•Hospitals’ response• Staying ahead of the curve• Interactive services and the brand

© 2010 Incite Chicago

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Consumer Expectations

The Case for Interactive Technology in Healthcare Marketing

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Interactive Tech and Consumer Expectations

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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How Might This Impact Patient Expectations?

•Compare treatment modalities and results?• Ask other patients about their experiences•Converse with medical staff•Have access to data 24/7•Research medical conditions and treatments

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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How are hospitals responding?

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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What’s the next wave?

•Mobile applications?– 91% of Americans will have mobile phones in 2010– 20% of Americans had smartphones by 2009 end– Smartphones expected to reach 50% penetration of US mobile

phone users by 3Q 2011

SOURCE: The Nielsen Company, March 26, 2010

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Mobile Users >Desktop Internet Users Within 5 Years

Global Mobile vs. Desktop Internet Users Projection, 2007 - 2015E

0

500

1000

1500

2000

2500

2007

E20

08E20

09E20

10E20

11E20

12E20

13E20

14E20

15E

Inte

rnet

Use

rs (M

M)

Mobile InternetUsersDesktop InternetUsers

Source: Morgan Stanley Research

© 2010 Incite Chicago

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Case Histories

Examples of Interactive Technology in Healthcare Marketing

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Applications that enhance the patient experience

•Mobile “Digital Diary” Application• Interactive Educational Games• Information to Alleviate Patients’ Pre-Procedure Anxiety

and Promote Post-Procedure Compliance• Online Integrated Medical Supply Store

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Log, track, and chart:

• Nutrition

• Exercise

• Weight

• Blood pressure

• Medications

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Mobile Apps Inexpensively:• Purchase and brand off-the-shelf packages

• Subscribe to services

• Leverage tools such as Google Maps

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Additional ideas for mobile apps

• Appointment Reminders•Medication Reminders•Medical Data on SIM card• Patient Information for Relatives• Food Product Dietary Information/Nutrition Coaching•Medication Compliance Monitoring

From “101 Things to Do with Mobile Phones in Healthcare,” by The Mobile Health Crowd

www.themobilehealthcrowd.com/?q=node/39

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Interactive Educational Games

• Package information that may be available elsewhere in new and exciting ways• Educate the community and promote preventative

health care while building the organization's brand

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© 2010 Incite Chicago

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© 2010 Incite Chicago

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© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Information to Alleviate Patients’ Pre-ProcedureAnxiety and Promote Post-Procedure Compliance

•Give patients the information they crave about their scheduled procedures•Use pictures and videos to give patients a virtual

experience• Allow patients to download post-procedure information

and instructions ahead of time

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© 2010 Incite Chicago

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© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Online Integrated Medical Supply Store

• Enables patients to conveniently and affordably obtain the products they need to heal by giving them quick and easy access to products prescribed by their doctors•Quick and easy to deploy

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© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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An opportunity for differentiation

•Hospitals all promise essentially the same end benefits– Improved health and well-being

•Can lead to look-alike branding and advertising

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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An opportunity for differentiation

• “The true nature of e-service is providing consumers with a superior experience with respect to the interactive flow of information.”• “Service provides the opportunity for differentiation.”

Roland Rust, University of MarylandKatherine Lemon, Boston CollegeInt’l. Jrnl. Of Electronic Commerce, Spring 2001

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Developing interactive programs

•What should those programs be?•How can interactive technology help the organization

deliver on its promises?•What benefits promised in the brand positioning might

be delivered?

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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A process for planning and development

• 1. Form an interdisciplinary team – nursing– customer service– administration– service line directors– marketing/PR– IT– Interactive developers

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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A process for planning and development

• 2. Consider hospital’s mission, positioning and branding. What are the promises?– Superior clinical care?– Superior patient experience?– Patient/provider teamwork?– Others?

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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A process for planning and development

• 3. Identify pain points– Long wait times?– Chaotic environment?– Incomplete medical histories?– Confusing answers and instructions?– Anxiety caused by uncertainty?– What are some others?

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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A process for planning and development

• 4. Ideation sessions– What might be all the ways we could eliminate pain points?– How might technology help?– Use ideation techniques for creative problem solving?

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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A process for planning and development

• 5. Opportunity for competitive advantage or new norm?– Research competitors– Test– Meet new norms– Create competitive advantage

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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A process for planning and development

• 6. Research sources for application development– Leverage your existing ad agency and Web developer

relationships

• 7. Assess cost vs. impact

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Interactive Programs in Branding and

Communications

How to Use Them to Support Your Brand

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Inside-out Branding

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Advertising/Branding Implications

• Ask the following questions…– What?– So What?– Now What?

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Advertising/Branding Implications

•What?– Describe the interactive service? What does it do, how is it

different?• i.e. a patient portal where you can schedule appointments and see lab results, contact doctors, pay bills, refill prescriptions?

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Advertising/Branding Implications

• So What?

Rational Emotional

Greater convenience in scheduling

I know your time is valuable

Faster access to test results I want to reduce your anxiety

Medication/follow-up appointment reminders for greater patient compliance

We’re looking out for you

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Advertising/Branding Implications

•Now What?– Take a tour of the portal– Ask an employee for more information– Register and start using the portal– Download the application

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Advertising Examples

•NorthShore University Health System – Promotes their portal in TV commercial– Provides a support point for claim “Excellence is all around

you”

Imagine health care that partners with you…putting you at the heart of a health care network.

At NorthShore University Health System, you’re empowered with the nation’s most advanced medical records system…

So wherever you are, you can go online to

view your records, book appointments…

and stay in touch with your doctors.

Connecting you to the safest,

most accurate health care possible.

At NorthShore University Health System, excellence is all around you.

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Brand Position Rational Benefit

Emotional Benefit

Advanced Medicine

Faster, more accurate communication

Trust

Advanced patient care

Caring Staff gets me the info I need

Trust

Vast Network Accessibility, Convenience

Security

How interactive media might support a brand

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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An opportunity for differentiation

• Leadership• Engagement•Understand brand better

© 2010 Incite Chicago

Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference

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Thank you!

Terry Kasdan@ Communications1-800-863-2310terry@atcommunications.com

John OlsonINC!TE Chicago847-810-0199jolson@incitechicago.com