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The Future of Connected Health
© 2009-2015 Phunware, Inc.2 | phunware.com
Agenda
1. Phunware Introduction
2. Why Mobile?
3. Mobile for Marketers
4. Connected Health
5. Top 10 Things We Learned at HIMSS
6. Summary
© 2009-2015 Phunware, Inc.3 | phunware.com
Phunware OverviewFOUNDED
February 2009
EMPLOYEES210
HEADQUARTERSAustin, TX
OFFICESNewport Beach, CA
San Diego, CARockville, MDNew York, NY
Miami, FLSingapore
London, UK
CORPORATE OVERVIEWphunware.com/company/
• Hundreds of branded applications launched
• Tens of millions of application downloads
• Mobile solutions for some of the largest healthcare systems in the US
• 1 trillion+ transactions per year
• 200 billion+ advertising transactions per year
• Hundreds of millions of videos served
• #1 globally in multiple categories
© 2009-2015 Phunware, Inc.4 | phunware.com
Bringing Fortune 500 Expertise to HealthcarePhunware is highly scalable and serves more than 3,600 customers globally.
© 2009-2015 Phunware, Inc.5 | phunware.com
48%
39%
31%
35%
34%
33%
32%
28%
25%
25%
Quantifying a meaningful ROI
Defining meaningful point of differentiation
Achieving marketing alignment with staff
Determining impact of healthcare reform
Defending against market encroachment
Managing and improving brand reputation
Rethinking strategies due to budget cuts
Delivering superior patient experience
Communicating consistent brand message
Implementing social media strategy
Marketing Challenges According to Hospital Executives
Percent of respondents
Source: Smith and Jones2013 Survey for Marketing Executives
Areas where mobile apps
can help
© 2009-2015 Phunware, Inc.6 | phunware.com
Why Mobile?
There are almost as many mobile subscriptions as there are people on earth — 6.8 billion.
That’s 96 cell phone subscriptions for every 100 people.Source: United Nations International Telecommunications Union
© 2009-2015 Phunware6 | phunware.com
© 2009-2015 Phunware, Inc.7 | phunware.com
The Average Smartphone Owner
• Unlocks their phone to interact with it more than 100 times per day
• Accesses 25 different apps in the course of a month
• Spends 44 hours per month interacting with their phone
Source: Forrester Mobile Mindshift, 2015
74% of US adultshave a smartphone.
7 | phunware.com
© 2009-2015 Phunware, Inc.8 | phunware.com
the answer ison the phone.
All this access generates a Pavlovian response: the consumer learns that whatever the question is,
Source: Forrester Mobile Mindshift, 2015
© 2009-2015 Phunware, Inc.9 | phunware.com
Health-Related Activities Have Already Moved to Mobile
Searches for health
information are up to 12%
higher on mobile than desktop.
Relevant for marketers
© 2009-2015 Phunware, Inc.10 | phunware.com
Though many people think mobile health will be ancillary or bolted on to the healthcare industry, we look at it differently: mHealth is the future of healthcare, deeply integrated into delivery that will be...
better, faster, less expensive and far more customer-focused.”
David Levy, MD, Global Healthcare Leader, PwC
© 2009-2015 Phunware, Inc.11 | phunware.com
Who’s Embracing Mobile Health?
CELL PHONEPROVIDERS
LARGESTUS HOSPITALS
CONSUMER BRANDS
INFRASTRUCTUREPROVIDERS
VIRTUAL PROVIDERS
GOVERNMENT
All these players are working to improve the health journey.
© 2009-2015 Phunware, Inc.12 | phunware.com
Mobile and the Health Journey
Patients and Caregivers
Patients and caregivers lack access and information at a
time when they need it most.
Navigation stops at the hospital door
No appointment reminders
No communication with doctors
No prescription monitoring
No treatment plan compliance
Everyday Wellness
Navigation and Wayfinding
Consumers
80% of health appsare focused on wellness. HUGE
GAPin the patient journey from “Wellness” to
“Patient”Patients and caregivers are underserved when
it comes to mobile.
© 2009-2015 Phunware, Inc.13 | phunware.com
Defining Connected Health
• New model for health management
• Uses technology to connect people and information within a system
• Puts the correct information in the correct hands at the correct time
• Allows patients and clinicians to make better decisions
• Aims to save lives, save money and ensure a better quality of life during and after treatment
• Includes patient care pathways, business and revenue models, data analytics and more
© 2009-2015 Phunware, Inc.14 | phunware.com
• More data to guide strategic planning
• Direct, personal connections with consumers/patients
• Fast, integrated, two-way and real-time communications
• Omnichannel campaigns
• Messaging shift from sickness to wellness
• Products and services fit into a bigger-picture system, not marketed in a vacuum
• Need to balance technology with humanity
How Connected Health Will Change the Landscape
Source: eMarketer, 2015
© 2009-2015 Phunware, Inc.15 | phunware.com
EHR
Patient Portal
Patient Communications
Databases
Billing
Scheduling
Treatment Plan
Compliance
Marketing CRM
Mobile and Connected Health
Care Providers Software SystemsDelivery, InformationConsumption and Data Collection
© 2009-2015 Phunware, Inc.16 | phunware.com
Connected Health: Insights from User Research
Content by Leslie Wolke Consulting
© 2009-2015 Phunware, Inc.17 | phunware.com
Connected Health: Visitors’ Expectations
Visitors need a guide throughout their entire healthcare experience.
Typical journeys:
• Home doctor’s office pharmacy home• Home visit uncle in in-patient hospital room home• Home MRI home• Home ER in-patient hospital room home
Content by Leslie Wolke Consulting
© 2009-2015 Phunware, Inc.18 | phunware.com
Connected Health: Visitors’ Expectations
The guide should answer:
• When is my appointment?• How do I get there?• Is there free parking?• Will I have to wait?• What forms do I need to fill out?• What does “MRI” mean?• Have I had this test before?• Will I get results immediately?• Will my insurance cover this?• Is there a co-pay?• Where did I park?
Content by Leslie Wolke Consulting
© 2009-2015 Phunware, Inc.19 | phunware.com
The guide should answer:
• When is my appointment?• How do I get there?• Is there free parking?• Will I have to wait?• What forms do I need to fill out?• What does “MRI” mean?• Have I had this test before?• Will I get results immediately?• Will my insurance cover this?• Is there a co-pay?• Where did I park?
Connected Health: Visitors’ Expectations
Wayfinding
AppointmentsClinical
and EHR
Real-time
Content by Leslie Wolke Consulting
© 2009-2015 Phunware, Inc.20 | phunware.com
Connected Health: Visitors’ Expectations
It’s easy to be overwhelmed by too much information so
"make it simple and memorable."
fd2s, Inc. research and wayfinding strategy for MD Anderson Cancer Center
Content by Leslie Wolke Consulting
© 2009-2015 Phunware, Inc.21 | phunware.com
Connected Health: Visitors’ Expectations
People prefer to use familiar technology and common interaction methods.
Content by Leslie Wolke Consulting
© 2009-2015 Phunware, Inc.22 | phunware.com
Connected Health: Visitors’ Expectations
...and they expect information to be personalized just for them.
Content by Leslie Wolke Consulting
© 2009-2015 Phunware, Inc.23 | phunware.com
Connected Health: Meeting Visitors’ Expectations
Healthcare institutions must organize around meeting visitors’ expectations.
Wayfinding Manager: responsible for content and operations of all patient-facing wayfinding tools, such as signs, maps, guides and web-based and mobile tools
Patient and Caregiver Advisory Council: evaluates aspects of the patient experience, prioritizes enhancements, assesses new tools and methods
Content by Leslie Wolke Consulting
From siloed departments to patient-centered positions like:
© 2009-2015 Phunware, Inc.24 | phunware.com
Connected Health: Meeting Visitors’ Expectations
Connected health requires integrated systems.
• Minimize redundant data entry, duplicate information in separate databases• Goal: single system of record for each datapoint, published as needed• Ask: “Where is the best place to manage this information?”
Content by Leslie Wolke Consulting
© 2009-2015 Phunware, Inc.25 | phunware.com
Connected Health: Meeting Visitors’ Expectations
Healthcare facilities and services are always changing. For any new endeavor, create the operational plan first.
• What happens when a department moves?
• How will content, maps and images be updated?
• How will tools extend to new facilities or New services?
• Who is responsible for maintenance and life cycle issues?
Content by Leslie Wolke
Consulting© 2009-2015 Phunware
© 2009-2015 Phunware, Inc.26 | phunware.com
Connected Health: Meeting Visitors’ Expectations
Create a culture of evidence-based design.
• Pilot new technologies and tools with real users to evaluate them prior to investment—every patient group has unique needs and challenges
• Adopt agile product development—not giant endeavors like website redesigns, but continual incremental improvements
• Test, evaluate, and request feedback
Content by Leslie Wolke Consulting
Top Ten Takeaways from HIMSS
© 2009-2015 Phunware, Inc.28 | phunware.com
1. Indoor Wayfinding, Anyone?
42,000+ people
1,400+ booths
3 floors
2 buildings
© 2009-2015 Phunware, Inc.29 | phunware.com
2. It’s Just a Scalpel
"A scalpel is just a knife, but it saves lives" is an
apt rebuttal to claims that "an app is just an app and can't solve any problems.”
Yale Medical Tech Team
© 2009-2015 Phunware, Inc.
© 2009-2015 Phunware, Inc.30 | phunware.com
3. Is the Doctor Checking My Records or Playing Candy Crush?
Device cases with logos are important in mHealth.
Patients want to know hospital staff are attending to their medical needs and not distracted by their personal phones.
© 2009-2015 Phunware, Inc.31 | phunware.com
4. "Retailization" of Healthcare
• Patients are increasingly shopping for everything on the healthcare journey— coverage, physicians, treatments—and they want easy to access information
• The concepts of omnichannel, personalization and on-demand have revolutionized the shopping experience
• Anywhere, anytime hyper-relevant communications are cutting through marketing messages and resulting in sales
• Predictive analytics provide information about future actions and profitability at the individual level
© 2009-2015 Phunware, Inc.
© 2009-2015 Phunware, Inc.32 | phunware.com
5. Omnichannel: Coming Soon to Healthcare
Customers want a consistent, easy-to-manage experience across all channels.
© 2009-2015 Phunware, Inc.33 | phunware.com
Omnichannel Possibilities
• In 2012, omnichannel shoppers were expected to spend 71% more than their single-channel counterparts
• According to a 2015 study by the International Data Corporation, omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel
What would the same kind of increase do for treatment plan compliance, health class attendance or hospital fundraising?
Source: Retail TouchPoints
© 2009-2015 Phunware, Inc.34 | phunware.com
Healthcare, Personalization and Patient Experience
• 78% of consumers believe organizations providing custom content are interested in building good relationships
• 61% feel more positive about a brand when marketing messages are personalized
• 66% of customers are more inclined to purchase from brands that allow them to share their preferences about how to be contacted
Source: Responsys
© 2009-2015 Phunware, Inc.35 | phunware.com
6. Who Owns Patient Engagement?
• In the sponsored survey, 46.4% of respondents said IT owns patient engagement
• Only a handful of those surveyed have a plan around patient engagement
Opportunity for marketers to lead patient engagement cross-functionally
Source: 3 Perspectives on Patient Engagement Collaboration between HIMSS Analytics, WebMD, Medscape & Consulting LLC
© 2009-2015 Phunware, Inc.36 | phunware.com
Opportunity for marketers to improve patient experience and reduce physician time constraints by personalizing, curating and delivering timely information pre-
and post-appointment
7. Physicians’ Perspectives on Patient Experience
• 79% see patient engagement as "part of the job”
• 8.4% said patient engagement is "not my job”
• 61% see time as the biggest barrier—providing information on surgeries, answering questions, etc.
• See about 25 patients per day on averageSource: 3 Perspectives on Patient Engagement Collaboration between HIMSS Analytics, WebMD, Medscape & Consulting LLC
© 2009-2015 Phunware, Inc.37 | phunware.com
"I already have enough data”
Success requires returning to the timeless marketing imperative: KNOW YOUR CUSTOMER.
8. Patients: The Most Under-Utilized Resource in Healthcare
• One of the most common sentiments at HIMSS 2015
• Common objections from getting direct feedback from patients about medical products and experiences:
”I’m too busy”
”Patients don’t have specific domain expertise”
© 2009-2015 Phunware, Inc.38 | phunware.com
9. Patient Satisfaction Tops Profitability as #1 Business Concern
In the HIMSS Leadership Survey, respondents ranked “improve patient satisfaction” and “improve patient care / quality of care” as their top business objectives, both at 87 percent.
“Sustain financial viability” was ranked at 85 percent.
© 2009-2015 Phunware, Inc.39 | phunware.com
10. Psychological Considerations Go Hand-in-Hand with Technological Considerations
Ask! You’ll be surprised what patients are willing to share.
• Numerous accounts of patients (including seniors) providing detailed and accurate health data through digital channels
Getting patients to adopt technology they already use as consumers may be surprisingly easy.
• Example: $10K+ bills paid through Kiosks at Cook Children’s
• Automated experiences aren’t necessarily non-patient centric
© 2009-2015 Phunware, Inc.
© 2009-2015 Phunware, Inc.40 | phunware.com
• 55% of consumers say easy access to information is a key reason for “falling in love” with a brand
• 89% of customers will dump a brand for a competitor following a bad experience
• 86% of customers are willing to pay up to 25% more for a better customer experience
Source: Harris Interactive, Customer Experience Impact Report
Customers make most decisions by relying on their two-second first impressions based on stored memories, images and feelings.”
- Malcolm Gladwell, Blink
Patient Satisfaction Starts with the First Appointment
© 2009-2015 Phunware, Inc.41 | phunware.com
5
Guide the Patient Journey with Phunware
To the parking lot Across departments
From the neighborhood All the way to the office
Through the front door
© 2009-2015 Phunware, Inc.42 | phunware.com
Phunware’s Benefits for Patients and Visitors
• Real-time indoor and outdoor navigation
• Interactive directories with one-click navigation
• Reminders about appointments, prescriptions and more*
• 24/7 access to hospital-created content such as surveys, educational content, and information about hospital events.*through an integration with EHR systems
42 | phunware.com
© 2009-2015 Phunware, Inc.43 | phunware.com
Manage Patient Outreach • Event promotion • Alerts • Push notifications • Curated content
Improve and Streamline Wayfinding • Easily integrate your app with existing
wayfinding strategies
• Easily update campus maps in the cloud to display facility closures, staff-only areas, points of interest and more
• Make informed decisions with Phunware’s advanced analytics dashboards
Phunware’s Benefits for Hospital Administrators
43 | phunware.com
© 2009-2015 Phunware, Inc.44 | phunware.com
Conclusion
• Improving the patient experience with mobile saves hospitals millions annually
• Phunware has successful solutions deployed in some of the largest US hospitals
• Getting started is easy and low-risk with Phunware’s 3-step pilot process
Phunware’s Home to Hospital to Health solution improves patient experience
and the bottom line.
Thank You