Kate McCarthy, Senior Analyst WEBINAR Winning In Patient Engagement: Digital Engagement Starts With Patient Insight Kate McCarthy, Senior Analyst December 14, 2016. Call in at 12:55 p.m. Eastern time

Agenda The new healthcare economy Digital engagement begins with “customer” insight. Strategies for digital deployment that win in patient engagement

The healthcare industry is at a tipping point. Rising costs, increased regulatory scrutiny, digital disruption, and age of the customer have given rise to the empowered patient.

“Populations” drive healthcare costs Population Health Management (PHM) focuses on smaller populations to drive cost savings. 20% of the population accounts for 82% of total medical expense. Source: Petersen-Kaiser Health System Tracker (http://www.healthsystemtracker.org/)

Success in the new healthcare economy requires customer insight and engagement Source: Predictions 2017: Engaging The Empowered Patient Forrester report

Healthcare must respond to the five market imperatives Transform the customer experience. Patients are in the driver’s seat. Drive business growth with privacy. Secure IoT and consumer devices Age of the customer Accelerate your digital business. Wearables are just the beginning. Turn business insights into action. Chronic disease management, patient engagement, and wellness Embrace the mobile mind shift. Patients are more connected.

Organizations struggle to find the tools to engage patients

EHRs fail to deliver interoperability ROI difficult to achieve Poor UX for clinical staff Unable to integrate unstructured data System of record being used to drive engagement Source: Data Mastery Will Solve EHR Insight Gaps Forrester report

Consider cloud-based technologies to boost business agility Source: 2016 Technology Imperatives For US Healthcare Providers Forrester report

Cloud can help bridge interoperability gap Source: Data Mastery Will Solve EHR Insight Gaps Forrester report

Prepare and engage with new technologies like cognitive and IoT Emerging tech opportunities Cloud-based apps and services Provider systems of record Source: 2016 Technology Imperatives For US Healthcare Providers Forrester report

To build a 360-degree view of the patient that derives insight Source: 2016 Technology Imperatives For US Healthcare Providers Forrester report

Cognitive will drive insight and engagement

And health clouds with “CRM” offer a better UX for clinical staff

Customers are changing their behavior faster than firms can evolve their business model, processes, and technology.

Customers want the same digital engagement from healthcare as any other industry.

Healthcare organizations fail to meet consumer’s expectations Source: Healthcare Must Embrace Digital To Win In Consumer Engagement Forrester report

Healthcare firms need to shift their focus from events to the patient life cycle Providers focus on wellness throughout the patient journey. Payers focus on building lasting customer relationships.

And connect their digital experience to the patient journey map Recovery/new treatment Change in health status Ongoing maintenance/ rehab Identify care options Prognosis/ treatment Care selection Source: Healthcare Must Embrace Digital To Win In Consumer Engagement Forrester report

. . . With a mobile-first approach to digital engagement

Some choose to qualify users first Many have deployed mobile apps that qualify users prior to accessing their app ecosystem

Some link apps to their customer journeys One Medical leverages location-based data and journey maps to get members and shoppers to the right place at the right time

And some engage customers in a shopping experience Geisinger creates a shopping journey based on personal needs and preferences and budget

Create a checklist Engage patients with these key initiatives Source: Healthcare Must Embrace Digital To Win In Consumer Engagement Forrester report

In closing… Healthcare organizations must focus on Break down data silos and connect the ecosystem to solve interoperability and insight gaps. Leverage cloud to shorten cycle times and speed deployment of new technologies. Prioritize a mobile-first approach to digital engagement. Create digital road map that is responsive to the personas and journeys customers (patients, employees, and members) have with your organization. Evaluate your talent and recruit, promote, or embed culture change to embrace the skills and tools you need to successfully pivot with digital engagement.

Kate McCarthy +1 617-613-5991 kmccarthy@forrester.com