1. Advocate Health Care Patients Find Doctors in Their Moment of Need

2. Mayura Kumar Director of Digital Strategy Advocate Health Care @mayurajkumar

3. Amanda L Bury Managing Director, Healthcare SIM Partners @ciaogalchicago

4. Advocate Health Care is the largest health system in Illinois and one of the nation’s top 10 health systems based on clinical performance. 6,500+ Advocate Physicians 10,000+ Physician and Location Combinations

5. 1 Steps to Amplify Your Find A Doctor Directory Understanding the Consumer Journey Working with a technology that is scalable & automated Having that relationship with Google 23

6. SOURCE: PwC Health Research Institute As patients behave more like consumers, healthcare organizations need to deliver a higher level of personalized service, satisfaction and overall experience – or risk losing business to the competition. “ ”

7. The Digital Disruption to the Patient Journey

8. WIN IN THE “MOBILE MOMENTS.” “A ‘mobile moment’ is a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.”

9. © SIM Partners Proprietary and Confidential 112114.1

10. The “near me” moment of intent Search Query Local Search Results Physician Profile Page with Scheduling Widget

11. Advocate Locator Experience Pre- Launch

12. Advocate Health Physician Profile-Pre Launch

13. Advocate Health Care Mobile User Experience PRE Launch

14. Factors That Influence Patients When Selecting a Provider

15. Distribute your data to the places that matter. Reach everyone, everywhere. Distribute and Amplify the Power of Your Location Data Mobile App Platforms Aggregators Information Services Search Engines Navigation/G PS Systems DATA AMPLIFIERS

16. Healthcare System Data Architecture LOCATION DATA TYPES Here are some of the examples of location data types that large healthcare systems need to manage as part of a parent/child relationship. Healthcare system Hospital Service line Practice location Physician PARENT CHILD

17. Optimized Find A Doctor Directory

18. Optimized Location Pages

19. Advocate Health Care Mobile User Experience PRE Launch POST Launch

20. Measuring Velocity’s Impact By leveraging mobile friendly physician pages built with SEO best practices, Advocate has managed to grow visit volume throughout many Google Algorithm updates. Other healthcare systems depicted below have not seen the increase in performance and in many cases, visit volume flat-lines or even declines as a result of updates. Pre-Mobilegeddon Update (Google) Pigeon Update (Google) Snack Pack Local Shift (Google SERP) Mobilegeddon (Google) Note: Clients 1, 2 and 3 did not have Velocity Pages live in 2015.

21. Velocity Helps Advocate Health Care Increase New Patient Forms By 64% CHALLENGE Complex local data – 6,500 physicians, some working out of multiple locations, resulting in 10,000 physician and location combinations Aggregate local data from three different sites Patients expecting a retail experience when looking for healthcare needs SOLUTION Consolidated, organized, cleansed and distributed location and physician data to make accessible to potential patients Velocity created a custom ‘Find a Doctor’ directory search that improved on-site physician search across three websites Created engaging, configurable and mobile- responsive physician profile pages at scale

22. So What Should be Your Next Steps to Amplifying Your Find A Doctor Directory Understanding the Consumer Journey working with a partner who can have the conversation around the journey ( not just launching pages) Having that relationship with Google, larger understanding of SEO – living breathing and changing every day - working with a partner who can have the pace of change Working with a technology that is scalable and automated – real time as possible - 1 2 3