Andy Halko@andyhalko

Utilizing Data, Behavior, and Testing

To Impact Health Care

Insivia@insivia

THINK SMART .ACT BOLD.Strategic marketing to help technology & software companies scale.

DIGITAL

BUSINESS

Engaging prospects, customers,

partners, employees, candidates and

investors through digital solutions.

Websites + E-Commerce + Portals

Interactive + Apps

Video + Animation

STRATEGIC

CONSULTING

Organizational vision, lead generation

strategy & campaign development

to drive top line growth.

Market + Audience Analysis

Vision + Strategic Development

Brand Strategy + Design

INBOUND

MARKETING

Lead generation and referral tactics built

upon expert strategies and focused on

constant improvement.

Tactical Planning

Marketing Campaigns

Conversion Optimization

COMPLEX PATIENT JOURNEYS

PATIENT JOURNEY EXPERIENCES

Pre-Interaction

Online ResearchInsurance

Physician SearchSchedulingMarketing

Engaged

Office VisitsFollow-Ups & Testing

ProceduresHospital Stay

Portals

Post-Interaction

Post CareMedicine

RehabilitationPortals

Follow-Up Visits

Health outcomes also involve how the

patient feels emotionally about

factors such as staff behavior, facial

expressions, and approachability; the

cleanliness of the facility; the billing

experience; and the empathy they

experience in the hospital.

“

”

WHAT IS THE POSITIVE OR NEGATIVE IMPACT FOR PATIENTS AT EACH STAGE?Every touch point in a patient journey can impact their life.

● Emotional Response● Ease of use● Presenting the right information at the right time● Comprehension

HOW TO IMPACT

DATA

Utilizing big data trends across millions of patient

interactions to understand what

influences.

TESTING

Focused and statistically confident testing to

understand specifically what changes behavior.

BEHAVIOR

Leveraging other industries and learned mechanics in human

psychology.

UTILIZING DATA

COLLECT

More systems must collect data and do it correctly to protect

privacy while providing value.

ORGANIZE + INTEGRATE

One set of data can provide insight, but when organized and integrated

with other data, it becomes powerful.

INTERPRET

The key is making correct hypothesis and testing them to ensure

outcomes are right.

SURVEYS + FEEDBACK

People lie in surveys even when anonymous

as well as do not provide articulate feedback in

person.

VS

DATA + ANALYSIS

Data sees through human bias and flaws to provide real insight that can solve unseen issues.

WHERE DO WE TEST?At every part of the patient journey.

Online portals and apps

Text messages for scheduling

Billing statements

Staff interactions

Doctor and staff portals

etc.

ONLINE TESTINGWhat seems like the most simple aspect an experience may impact the attention and comprehension of key health information.

OFFLINE TESTING: NUDGEThreats and penalties or carrots didn’t work as well as…

“Nine out of ten people in the U.K. pay their taxes on time. You are currently in the very small minority of people who have not paid us yet.”

BEHAVIOR

Social Norms & Proof

Numerical Anchoring

Competition

Option Restriction

Size & Color

Physical Attraction

THE SKILLS

DATA SCIENCEDevelop processes & systems to extract knowledge or insights.

PROGRAMMINGTechnical systems especially website databases and coding.

ECONOMICSFinancial and behavioral analysis & theories applied to patient journeys.

PSYCHOLOGYUnderstanding of how humans think, act and are influenced.

WE JUST SCRATCHED THE SURFACEWHAT QUESTIONSDO YOU HAVE?

Andy Halko@andyhalko

Insivia@insivia