1. Digital Strategies for Patient Engagement in 2015 and Beyond Jared Johnson Principal and Lead Digital Marketing Consultant Ultera Digital Phoenix, Arizona

2. Me NOW: Founder, Ultera Digital, Phoenix-based digital marketing consulting Strategy consulting for content marketing, mobile solutions, reputation management THEN: Digital marketing for medical device companies and providers including St. Jude Medical, Orthofix, W.L. Gore Launched the companies’ first mobile apps and patient-facing social media channels

3. More choices for patient care Greater patient engagement? =

4. More choices for patient care Greater patient engagement? = NOT YET ≠

6. “Congrats on your engagement!”

8. TREND #1 The advent of consumerism

9. CVS Walgreens Urgent Care CHOICES for Consumer Care

10. 2014 to 2015 Global wearables up 133% Smart wearables up 511% CHOICES for Fitness Tracking 20142015 Smart4.2 million25.7 million Basic15.4 million20 million Total19.6 million45.7 million

11. CHOICES for Self-Diagnosis

12. The need to shift marketing strategy toward consumers

13. TREND #2 The Impact of Regulations on Value-Based Care

14. Mike Millard Editor, Healthcare IT News January 26, 2015

15. Most providers are still doing the "bare minimum" with regard to patient engagement … clinicians recognize engagement's worth but are skeptical of what it means for their workflow. Patient engagement means ‘attitude adjustments’ on both sides Mike Millard, Healthcare IT News January 26, 2015

16. TREND #3 New care models and partners entering the space

17. Competing not just with other practices, but with other care models

18. 10-30% of what happens in a primary care facility will take place on an iPhone in the next 2 years

19. One Medical Group Doctor on Demand MDLive.com Video consults Personal health assistants Home labs Competing not just with other practices but with other care models

21. Marketing and I.T.: Time to Merge Tribes

22. I.T. Marketing

23. To deliver smarter experiences … marketing leaders must break away from the pack by working with their counterparts in the CIO’s organization to accelerate what Forrester calls the business technology (BT) agenda, a shared to-do list across roles for applying technology, systems, and processes to win, serve, and retain customers. Predictions 2015: Most Brands Will Underinvest In Mobile Forrester Research November 2014

24. Beyond “Breaking Down Silos” The degree to which the Marketing and I.T. tribes collaborate is one of the greatest indicators of how well health care organizations will succeed in this age. Mutual respect for members of the other tribe and acknowledgement of their contributions to the mission A mix of in-person tactics and communications materials, particularly when upper management is involved Departmental Lunch ‘N’ Learns, Intranet content, social mixers, newsletters Communication, as usual, is key

25. Beyond “Breaking Down Silos” Collaboration also requires empathy – putting yourself in the other tribe’s shoes. Do you view one another as equal contributors to the organization’s success? Is your digital strategy held together by a string of “band-aid” fixes? Does Marketing have a standardized process to intake new project requests and communicate the business requirements to the appropriate I.T. teams? Do you involve one another early in project planning and consider their input valuable rather than ignore it?

26. Three-Dimensional Content Marketing

27. *Find at least 3 ways to use content Examples: Inbound content Email drip/nurture campaigns Social media posts Rewards for attending a webinar HR recruiting Trade show marketing

28. Three-Dimensional Content Marketing AUDIENCE Patients? Providers? Provider I.T. teams? MESSAGE What information is helpful? FORMAT Video? Infographic? Blog posts? White paper? DISTRIBUTION Website? Email? PR Web? Trade Media?

29. What does your audience want to know? How do they want to know it? How does it fit the context of their lives?

30. Providing YouTility

31. YouTility? There are only two ways for companies to break through in an environment that is unprecedented in its competitiveness and cacophony. They can be “amazing” or they can be useful. YouTility = massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers

32. Self-Serve Information

33. Radical Transparency

34. Real-Time Relevancy

37. What YouTility can you offer?

38. QUESTIONS

39. Let’s connect @jaredpiano jared@ulterdigital.com UlteraDigital.com