Digital Communications in Healthcare | Fathom & Astute Solutions
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Transcript of Digital Communications in Healthcare | Fathom & Astute Solutions
The Digital Patient Journey
By Fathom & Astute SolutionsWith Research From Google
The Digital Patient Journey
“I have a recurring migraines and Google my symptoms.”
“I use my phone to search for doctors nearby and look at their hours.”
“I self diagnose and join a forum with “patients like me” before talking to a doctor.”
“I am referred to a specialist and read her reviews of Vitals.com.”
“I go home and join a Facebook page focusing on research around my condition.”
“I ask about side effects to medication on a private social network.”
Prospective Patients Use Online Resources
• Search is indispensable to the patient journey
• 8 in 10 healthcare inquiries start with a search engine
• 3 in 4 Americans have performed a search related to personal health
• Mobile is the patient’s constant companion
• 2013 is the year mobile traffic will eclipse desktop
• Social Media is playing a large role in healthcare
• 34% of consumers use social media to search for health information
Search, Social & Mobile
Prospective Patients Use Online Resources
• Healthcare terms are the 2nd most searched topic in Google
• 35% of U.S. adults say they have gone online specifically to try to figure out what medical condition they or someone else might have.
• Half of the former followed up with a visit to a medical professional
From the Pew Internet Project
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How does digital communication impact healthcare providers?
82% of doctors refer to the Internet as essential
• 80% of physicians carry smartphones• 50% of physicians report they use their
smartphones for data 5+ times per day
78% of US doctors use digital tools to gather drugs and device intelligence
70% of doctors prefer online courses over classroom continuing education
39% of physicians communicate with their patients online
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Healthcare Organizations & Search
• 77% of all patients use search prior to booking an appointment• 53% of patients visit 2 or more hospital websites before converting• 43% of visits to hospital sites originate from a search engine• 28% of visitors to health and wellness websites are 55+
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Healthcare Organizations & Search
Patients are highly likely to search, highly likely to look for educational content and highly likely to convert.
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The Importance Search Friendly Content
Because search paths are so diverse, healthcare providers will want to “cover their bases” by appearing in both types of search results.
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The Importance of Paid Search
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The Importance of Paid Search
81% of people click on a sponsored link when looking for health information
Educational content where patients gather builds trust
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Content Marketing is Critical to Attracting Patients
• 94% of patients said reputation of facility is important in hospital selection
• Only 58% of healthcare marketers use blogs vs. 74% of all marketers
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The Importance of Digital Content Marketing
When health information seekers encounter a pay wall, only 2% will pay the fee
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Digital Content is Important to Better Patient Care
• 53% of people say that information they found online led them to ask a doctor new questions
• 60% of patients say they research their prescriptions to understand them better – and even decide whether they will fill it.
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The Importance of Testimonials
• 30% of Internet users have consulted online reviews or rankings of health care services or treatments.
• 26% of Internet users have read or watched someone else’s experience about health or medical issues in the past year.
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The State Of Video in 2013
• 1 in 3 Americans watch video online every day, representing 43.5 billion video views per month.
• 1 in 4 Americans have watched an online video related to health.
• 74% of online searchers said video was helpful to their search.
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Current State Of Video & Healthcare
• 375+ YouTube Channels from Healthcare providers• 60% of patients active online say that watching a Web video
effected a personal medical decision
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The Importance of Video
Video speaks to patients and caregivers in a way that text cannot
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The Importance of Social Media
• 21% of 18-to-24 year olds follow healthcare providers on social networks
34% of consumers use social media to search for health information
90% of adults age 18-24 said they would trust medical information shared by others in their social networks
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The Importance of Social Media
Social builds a trusted brand and reputation, which is the #1 deciding factor for patients
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The Importance of Social Media
Healthcare providers recognize the value of social media
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The Importance of Mobile
31% of cellphone owners have used their phone to search for health info, Up from 17% in 2010
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The Importance of Mobile
• Mobile users expect the experience to be seamless• 60% of smartphone users expect a mobile website to load in under 3
seconds• 74% of smartphone users will leave a website if it doesn’t load in 5 seconds
or less
• Every 1 second increase in load time causes on average:• 11% fewer page views• 16% lower customer satisfaction
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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 Patientslikeme.com• 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
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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
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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 predications
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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
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Digital SignalsFlu Cases
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Predicting a Flu Outbreak
By monitoring conversations that have proven to be leading indicators, the next outbreak can be predicted.
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Digital SignalsFlu Cases
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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
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Summary
Technology is at the intersection of patients and 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