Saving Lives With Marketing, Technology and Omni-Channel Communication By Mayur Gupta

PowerPoint Presentation

WITH MARKETING, TECHNOLOGY & OMNI-CHANNEL COMMUNICATIONSAVING LIVESMAYUR GUPTA | @INSPIREMARTECH

SENIOR VICE PRESIDENT, HEAD OF DIGITAL @ HEALTHGRADES

When I was growing up.. (superman is a GIF... Try in prez mode)

When I was growing up..

When I was growing up.. Mayur, I added the Robo Tax from Total Recall super relevant today, with autonomous cars quickly becoming a reality

Another fairy tale --- the Magic Wand Wish for something and you get it Aladdin?

Wingsuit Flying

Superman? Who cares about that guy, I can go fly if I want to. Okay, it would still be cool to see through walls.... But you get the point.

StarTrek? is now a realityiphone, ipad, Facetime ubiquitous voice, video communicationdone.

Robo taxis. Well thats actually happening now, right?

Magic Lamps bah... Ive got my dash button..

Nike MAG, the world's first self-lacing shoes were modeled by the Back to the Future star Michael J. Fox, who first introduced the concept powered lacing shoes in 1989's sequel of the movie.

Driven by the ever decreasing cost of storing data. 11

2. SLIDE: the ever decreasing cost of storing data. Whats fueling this change is the ever decreasing cost of storing data. The capacity of a 1 terra byte flash drive which can be stored in pants pocket, and retails for $100, houses as much information as an average research library.We have gone From 1mm main frame computers in the 60s t0 100mm desktops with internet access by 2000, to upwards of 10B mobile devices with internet access in 2015--- the most powerful and transformative device.perhaps in history11

CHANGE HAS HAPPENED

EVERYTHING IS DIGITAL

Most sales driven by digital, any such thing as offline?

EMBRACE DATA & MARKETING TECHNOLOGY

H E A L T H C A R E

H E A L T H C A R E

But has healthcare changed alongside of it?


http://social.eyeforpharma.com/

17% of our GDPTotal cost around 3 Trillion Dollars


42%

42% AMERICANS SPEND MORE THAN 10 HOURS

Stats?

34% SPEND LESS THAN 1 HOUR TO FIND A DOCTOR

The fridge vs Health decision analogy

AVERAGE VISIT 15 MINUTESNO MORE THAN2-3X PER YEAR

Current healthcare modeLCONSUMERS ENTER WHEN SICKNOT ACTIVELY MANAGED

The average patient goes to the doctor 2-3 times per yearThe average office visit is 15 minutes - so 30 - 45min face time is all that most patients receive annually.

Current health care modelIn our current model, consumers enter the health system when they are already sick. Health systems do not actively manage their patient populations. Consumers dictate when and where they enter the system. Physicians visits average 15 minutes, and we see our physician for no more than 2-3x per year. Our physicians and health system have little to no insight into what we do during the 8750 hours a year we dont spend with them. According to dr. David Nash. the health of the individual is all about what goes on outside the walls of the physician office or hospital!19


Still making decisions by referral

Still waiting for the doctor

Still catches condition to get to ER

5 out of 6 would have made a different decision

222,392 lives could have been saved for the RIGHT DECISION


She has had ENOUGH

Lets change this now.

COST SHIFTING TO THE CONSUMER


C O N S U M E R I S M

But its changing figured you can use some existing HG content here

Needs to be about Health & Wellness, Volume to Value of Care

The PATIENT IS READY to see you Doctor.

But its changing figured you can use some existing HG content here


The best doctor, best hospital, the best care at the best price at a time, location and touch-point of her choice!!!

WHY NOT?

MARKETING X TECHNOLOGY X COMMUNICATION

S A V E L I V E S 0101

Communication needs to be Channel Agnostic Experience Planning

This is how this is the equation if you will....

Imagine saving lives with technology.

Intersection of Marketing, Technology & Communication with DATA as the WIRING = SAVE LIVES


FRAGMENTATION

F R A G M E N T A T I O N

There is only one roadblock FRAGMENTATION of our entire ecosystem


. ORGANIZATIONAL FRAGMENTATION



. DATA FRAGMENTATION




. MARKETING TECHNOLOGY FRAGMENTATION





. EXPERIENCE PLANNING FRAGMENTATION





. EXPERIENCE PLANNING FRAGMENTATION

. OPERATING MODEL FRAGMENTATION


ITS AS SIMPLE AS WINNING FORMULA 1

It is as simple as winning a Formula 1 Race which BTW is NOT SIMPLE

CONNECTED ECOSYSTEM01


1. The CAR Connected Marketing Technology Ecosystem

Different pieces of the car have to come together

The pieces are a commodity but bringing them together to create a working machine is ART & SCIENCE

Lesson Learned Its not about the pieces but how they come together to deliver the EXPERIENCE and solve the need to WIN THE RACE


Do you will need some meat here some BCDs? Not sure, its got to be a little real as far as the content goes.

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OMNI-CHANNEL EXPERIENCE &COMMUNICATION PLANNING02


But F1 didnt just bolt on amazing engines to amazing drivers. They made it a data driven science....

Tarlov, A.R., Public Policy Frameworks for Improving Population Health. Annals of the New York Academy of Sciences, 1999. 896(SOCIOECONOMIC STATUS AND HEALTH IN INDUSTRIAL NATIONS: SOCIAL, PSYCHOLOGICAL, AND BIOLOGICAL PATHWAYS): p. 281-293.A large body of evidence indicates that social and societal factors exert a major influence on health.1

Alvin Tarlov sited in his seminal 1999 publication "Public Policy Frameworks for Improving Population Health that85% of a populations wellbeing, its quality of life, is due to factors other than medical care and that outcomes are based largely on the social determinants of health.

Said another way, all that we deliver in the form of healthcare accounts for, at best, only 15% of a populations health. What is most interesting is that the data that we almost always use, in attempts to engage patients and manage populations, is from the healthcare portion that contributes the 15% - not the social determinants of health that contributes 85%.41

and that the consumer cloud is one and the same as the social determinants of health described in the the previously referenced publications by Torlov and Gottlieb.

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There are many precedents, from many other industries, where household socioeconomic and behavioral data are being used to predict and influence future events. For example, consumer cloud data is the substrate used by direct marketers everywhere for both online and offline targeting. In other words, most of what shows up in your inbox, the ads that are now following you around the web and your social networks, and the junk mail in your home mailbox have probably been targeted to you by using consumer cloud data.

Other examples include: the FICO score used in finance, banking and retail to estimate the credit worthiness of individuals, predictive policing is becoming common in law enforcement, and more recently, consumer cloud data is being used in many employer sponsored wellness programs.

And probably the most surprising of all - is the widespread use of use of consumer cloud data by the marketing departments of most hospitals to help with new patient acquisition. However, the consumer cloud is only rarely being used by the clinicians and care coordinators of these same organizations even when the data is easily accessible within their own walls.

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The Social Determinants of Health are Now Knowable for Every Patient

Now without meaning to gloss over, or minimize, the real privacy concerns that all of this poses, I would like to change our direction slightly and touch on the notion of what if we could use all of our consumer life data detritus for good, rather than evil? What if we could use consumer life data to enhance the health of our society - instead of using it only for commerce. The clinical implications of real, comprehensive consumer life data are staggering. Consider that, for the first time in history of society the social determinants of health are now knowable for every patient. Let that sink in for a minute.[Pause]Said another way - the specific factors that determine 85% of a populations wellbeing, and its quality of life, which have previously been known only at a macro population level, are now knowable, and perhaps actionable, at the household and individual level.

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227 million individualsHousehold Data

Next, I would like to briefly discuss in a bit more detail what is consumer life data, how it can be matched with clinical and patient generated health data, and a few of the potential healthcare applications.

At Healthgrades, just like many other companies, we have compiled a big database about households. We house data on over 227 million individuals from thousands of 2nd and 3rd party sources. In short, who you are, where you live, who else lives there, whether you rent or own, how many bedrooms you have, if you pay your bills on time, what year of car you drive, where you go, what you watch, read, buy and so on, and so on.

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Big data: Relationship/Behavior

Clinical Data516 MillionEncounters3.13 Billion Clinical Concepts

We then match that data, with clinical and patient generated health data. Currently, its matched to over 516 million patient encounters that are codified into over 3 billion clinical concepts.

We then build predictive models; in our case we use neuro classifiers and back-propagation neural networks to identify patterns in the data that are associated with an increased likelihood for a discrete medical event, within a specified time frame. What this diagram is intend to show is how a hugedatabases is formed by pulling health and non-health information from thousands of sources. The purpose of all of this is to gain a deep understanding of how much in common each patient has with patients that have had a specific clinical event in the past. AND equally important, how do they differ from patients that did not have the event in question? So, instead of the handful of clinical variables that humans can reliably handle, these systems can pull in billions of variables and predict the likelihood of an event for an individual based on statistical science - not opinion.

Next I will show why, I believe that, non-health information is an essential ingredient for this type of work.

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2. PLAN THE RACE Data Driven Experience Planning

What will happen if you had a different team plan each lap?

Different plan for each turn?

The winning team looks at data weather, track, pole position, car capacity, number of laps, turns, etc etc?

The leverage data and come up with ONE OVERALL PLAN for the entire race, working backwards to figure out a strategy

DATA DRIVEN EXPERIENCE PLANNING ----

Stage of JourneyIdentify Key Moments & Inflection Points Through The Journey

Data SignalsKey Moments

Behavioral Segments

Relevant Content for Behavior

Inspire Behavioral Change

CONTEXTWHAT, WHEN & WHERE SHE WANTSCONTENTCOMMERCEX=Real Time ActionsRIGHT EXPERIENCE AT THE RIGHT TIMETHE DESIRED RESULT

Understand Behavior

Once we had the data connected, we established a planning and content strategy framework that designed content not by channel, not based on the pathway or consumer journey BUT by consumer behaviors that represented the various inflection points within the journey. For instance, a behavior that represents an inflection point could be a mom whose baby is ready for potty training but is still redeeming diaper coupons. Or another behavior where the baby is ready for potty training, the mom is buying diapers but starting to redeem and try potty training coupons. We identified all these relevant MOMENTS, transformed these into beahvioral segments through data signals and instruemntation, identified the relevant content and messaging against these behaviors REGARDLESS of the channel and touch point.

CONTINUE THE CONVERSATION --- ASSUME WHERE SHE LEFT OFF THE NEXT BEST ACTION THAT DRIVES VALUE TO THE CONSUMER

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Is my health getting better or worse? What should I be doing to stay on track?Patient

Do I know how my patients are doing between visits? Are they getting the guidance they need?Doctor

So, if we, on average, spend 30-45 minutes face time annually with a physician. What happens during the other 8,700 hours?It shouldnt really be a surprise that healthcare has such an minor impact on the overall wellbeing and quality of life for patients.It's probably fair to characterize "health", or lack thereof, as what happens between office visits

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ALWAYS-ON ENGAGEMENT MODEL

So, if we, on average, spend 30-45 minutes face time annually with a physician. What happens during the other 8,700 hours?It shouldnt really be a surprise that healthcare has such an minor impact on the overall wellbeing and quality of life for patients.It's probably fair to characterize "health", or lack thereof, as what happens between office visits

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AGILE DELIVERY & OPERATING MODEL03


Mayur, just a cool pic, not sure if you can use it here.



ALWAYS LISTENINGALWAYS TESTINGALWAYS LEARNING

Always ListeningAlways Testing Always Learning

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56Marketing, Technology and Communication Can Save Lives

Marketing, Technology & Communication CAN S A V E LIVES!

MAYUR GUPTA | @INSPIREMARTECHTHANK YOU

SENIOR VICE PRESIDENT, HEAD OF DIGITAL @ HEALTHGRADES