Enabling Provider Patient Connectivity Through Mobile Optimized Web and App Environments

Marcus Gordon, MBAAtlanta Medical Center/Tenet Healthcare

Atlanta, GAThursday, February 23, 2012

4:45 pm – 5:30 pmDISCLAIMER: The views and opinions expressed in this presentation are those of the author and do not necessarily represent official policy or position of HIMSS.

The rapid adoption of mobile devices creates an opportunity for healthcare providers to reach consumers and potential patients with relevantinforma tion in the palm of their hand.

This discussion will focus on how providers can develop and deploy mobilize optimized web environments to increase consumer engagement. 

Agenda

1. Differentiate between optimized web and App in a mobile environment;

2. Discuss mobile content best practices;3. Explore successful strategies and

examples of marketing mobile platforms to increase patient engagement;

4. Q&A.

Learning Objectives & Key Takeaways Define the differences between mobile optimized and

App in a web environment

Demonstrate best practice models of mobile optimized websites from a provider perspective

Identify marketing strategies for increasing utilization of mobile optimized web platforms

Learn how to create deeper consumer engagement through mobile optimized platforms

About e Over 7 years experience as a senior healthcare

marketing and public relations professional

Responsible for one of the first provider based mobile optimized websites

Co-author in the SHSMD(Society for Healthcare Strategy & Market Development) “Emerging Media Handbook”

Collaborator with IT for “eHealth” initiatives

Ironman distance triathlete

“Mobile Optimized” Site A mobile “optimized” website features pared down

content from a standard website, and it is organized to be viewed on a smaller screen, such as a smartphone and/or tablet.

These sites typically automatically “redirect” to a mobile URL if recognized by a device/browser.

These sites are relatively cheap to build and are suitable for most devices and tablet interfaces.

Mobile optimized sites are able to be recognized by search engines in mobile (non-native) environments, providing greater consumer reach.

Atlanta Medical Center (www.atlantamedcenter.com)

Mobile Optimized Website

“Native” App A native app is downloaded by users onto their

mobile devices and tablets. It can be offered for free or come at a premium.

An app is capable of handling more multifaceted graphics and can make greater use of a device's hardware capabilities (such as graphics card, camera, etc.).

Apps are typically more expensive to build and maintain and (must be) developed across multiple platforms (such as iOS, Android, Blackberry, and Windows Mobile).

Central Baptist Hospital (KY)

Native App (iOS)

Now some fun . . .

Let’s take the “Pulse” of Providers

How To Vote via PollEv.com

Capitalization doesn’t matter, but spaces and spelling doTIP

EXAMPLE

How To Vote via Twitter

1. Capitalization doesn’t matter, but spaces and spelling do2. Since @poll is the first word, your followers will not receive this tweetTIPS

EXAMPLE

According to “Hospital Use of Mobile Technology”, A MedTouch Benchmarking Study in association with the Society for Healthcare Strategy & Market Development of the American Hospital Association, 2012:

Sixty‐six respondents (38%) reported having an optimized mobile site, defined as a version of the main hospital website that is specifically designed for a smartphone.

Ninety‐eight respondents (57%) said their organization does not have an optimized mobile website.

Nine (5%) were unsure.

A total of 241 responses were received, for a response rate of 8.2% and a margin of error of plus orminus 6 percentage points at the 95% confidence level.

Where does the industry stand

Why Do Providers Need To Consider Mobile Optimized?

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Mobile Visitors As A Percent of All Visitors

TimeID

Average of FactSiteTrafficMobileVisitorsPercentage

Source: Geonetric Consumer Website Traffic 2010 through 2012

Your Target Audience is Already Here!

Mobile Content Best Practices

1. When a user visits a mobile optimized site, make sure the experience is as quick and as seamless as possible.

2. Mobile users WANT immediate access to information. Provide pertinent content that’s EASY to find (no more than 2-3 click through’ s).

3. Content links and “jumps” should also direct to mobile optimized pages.

4. Maintain brand consistency with streamlined and practical design.

Effective Consumer Mobile Sites

What Are The Goals for Provider End Users (Patients/Family/Physicians)?

Graphic from: www.mobilewebbestpractices.com

What’s Important to Healthcare Marketers. . .

Source: MedTouch/SHSMD Mobile Technology Survey, 2012

Usefulness According to Department Ownership

Source: MedTouch/SHSMD Mobile Technology Survey, 2012

Atlanta-based Southern Regional Medical Center has a mobile site that features a robust physician finder, with full MD profiles - a capability that helps highlights the system’s physicians. The site also allows users to search for a location and explore the Contact Us section.

Peoria-based Methodist Medical Center of Illinois (MMCI) has a mobile site that offers emergency room wait times and symptom navigator - a feature that helps health consumers find health information and guides them toward possible causes and treatments. MMCI's mobile site also allows users to search for a doctor or a location and explore the Contact Us section.

* As of 2011

Creating Engagement Through Mobile Optimized Sites

Here are what some providers are doing via their mobile optimized sites in order to create deeper consumer engagement . . . while creating a competitive advantage via a healthy mobile experience.

Crozer-Keystone Health System in Springfield, PA, has a mobile optimized site that offers enhanced functionality including location, provider and service directories, calendar and events registration.

The site has a mobile optimized “Request an Appointment” form that allows users to start the appointment process via their phones. The mobile site also offers quick access to Crozer-Keystone’s social media platforms, including Twitter, YouTube, LinkedIn and Facebook.

Mobile Patient Engagement at Crozer-Keystone

Mobile Patient Engagement at North Kansas City

North Kansas City Hospital in North Kansas City, MO, has a mobile optimized site that offers enhanced functionality including location, provider and service directories, and patient and visitor information.

The site has a mobile optimized “Cheer Cards” form that allows mobile users to send a web based cheer card to a patient directly via the mobile site.

The mobile site also offers mobile optimized floor plans of the hospital and affiliate facilities – a convenience for patients, family members, and physicians on the go.

Mobile Patient Engagement at Overlake Hospital Medical Center

Overlake Hospital Medical Center in Bellevue, WA, has a mobile optimized site that offers basic functionality including location, emergency room wait times, and patient and visitor information.

The site also offers wellness tools to provide consumer/patient education (through a secure https link)– they promote them at health fairs through QR codes so that attendees learn more about the following topics: Heart Health Diabetes Stroke Awareness Obesity

Overlake Hospital Mobile Wellness Tools

Strategies for Generating Awareness of Mobile Sites

Mobile Display AdvertisingTargeted mobile display advertising, which, via device recognition for unique reader interaction, activates direct click to Android and iTunes stores.

Mobile Display Tracking

App Downloads When Promoted

Promotion of Mobile Optimized Capabilities via Web Channels

Marcus GordonDirector of Marketing, PR, and Emerging Media

Atlanta Medical Center (Tenet Healthcare)Atlanta, GA

Twitter: @AtlMedCtrLinkedIn: linkedin.com/in/marcusgordon

Questions, thoughts, . . . .