In case you missed it, the Forum for Healthcare Strategists hosted a webinar, “Innovating the Digital Healthcare Consumer Experience.” Moderated by Karen Corrigan, CEO of Corrigan Partners, the webinar featured digital healthcare trends marketers need to plan for and act on to stay ahead of the consumer curve and Providence St. Joseph Health’s (PSJH) approach to creating a better…
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In case you missed it, the Forum for Healthcare Strategists hosted a webinar, “Innovating the Digital Healthcare Consumer Experience.” Moderated by Karen Corrigan, CEO of Corrigan Partners, the webinar featured digital healthcare trends marketers need to plan for and act on to stay ahead of the consumer curve and Providence St. Joseph Health’s (PSJH) approach to creating a better consumer experience.
We first heard from Shweta Ponnappa, Vice President, Digital Marketing at Seattle-based PSJH. Shweta built and oversees the system-wide digital marketing program for PSJH. This not-for-profit health system encompasses some 106,000 caregivers across 50 hospitals and 829 clinics. A digital leader in online marketing, she brings more than 14 years’ experience, including her most recent role at Amazon. Shweta works to bring the user-centricity and measurability of great eCommerce digital experiences to healthcare.
The Three Pillars of Digital Marketing at PSJH
Shweta described three top priorities of digital marketing, and how they’re implemented at Providence St. Joseph Health:
Knowing that there are some 50 million searches a day on health and medical topics, it’s imperative for providers to be findable, and to provide compelling information to help the consumer make a choice. Shweta showed before-and-after examples of a physician listing in Google results, and described how to use the to expand on the detail of the basic results. She showed how PSJH utilizes information in physician listings, including prominent display of first-party reviews and ratings.
She also showed that implementing these improvements resulted in a significant (21x!) lift in physician traffic for PSJH.
Location findability improves in very impressive ways when this principle is applied. In one presentation slide, Shweta showed how PSJH achieved a steep increase in searches, views, and resulting consumer actions.
Shweta showed how PSJH facilitates contact and interaction with patients, in a series of slides illustrating the ways marketing automation is used to help guide patients to utilize the appropriate service.
Be a Growth Engine
Shweta discussed her innovative approach to improvement in her department. As part of their annual team goals, each member of the digital marketing team commits to designing and running two marketing experiments per month. She illustrated their success with examples of a mobile app that helped increase booking rates from 7% to 10%; an email marketing test with a surprising twist that yielded a 46% higher clickthrough rate; and a web content test that helped appointment bookings jump by some 200%.
Concluding, Shweta illustrated some ways that the PSJH marketing platform anchors the enterprise’s digital presence, describing it as, “an ecosystem of technologies that lets us manage, deliver and optimize experiences consistently across every digital touchpoint.”
Aaron Clifford, Binary Fountain’s Senior Vice President of Marketing, provided further insights following Shweta’s presentation. Aaron has more than 15 years of healthcare industry experience, most recently as the senior director of digital marketing solutions for HCA Healthcare. There, he created the vision for HCA’s enterprise-wide reputation management program and helped devise and implement digital strategy for 171 hospitals, 119 free standing surgery centers, 830 physician clinics, and multiple business units across the HCA system.
Aaron’s presentation offered more information about review management, transparency, and artificial intelligence. He began by describing the main steps in the healthcare consumer journey.
Aaron described the four main mileposts on the journey of the health consumer:
The prospective patient researches symptoms or conditions online, then decides what type of provider to see.
The patient consults search engines, health directories and reviews sites on the way to choosing a new provider.
Point of Care
Patient’s experience is influenced by details like directions, office staff, wait times, billing problems, and more.
The patient leaves feedback on a visit to an online review site.
Aaron revealed an impressive result from a recent Binary Fountain survey conducted with OnePoll: 75% of people responding in the survey said that online ratings and review sites have influenced their decision when selecting a physician. Aaron also discussed the value of collecting and displaying first-party ratings and reviews sourced from CAHPS surveys – consumers say that star ratings and patient comments are helpful in choosing a provider.
Artificial Intelligence and Natural Language Processing
Aaron described the rising importance of artificial intelligence in healthcare, and quoted a forecast by Accenture that the AI market in healthcare will reach more than $6.5 billion by the year 2021.
He then showed how Natural Language Processing can delve deeper into patient experience than simple survey rating questions. In a slide showing a parent’s online review of a clinic visit with her daughter, the parent’s words are highlighted to show how NLP can analyze sentiment and assign to patient experience categories like timeliness of care, doctor’s bedside manner, office environment and more.
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