What's Your Digital iQ

Putting technology and trends to work for healthcare marketing

Leigh VP, Experience Strategy and Innovation lhouseholder

WYDiQ is becoming HxP

HXP

Blog banner WYDIQ to HxP

We started WYDiQ in 2009 to answer the toughest question the industry was up against: How do we fundamentally change our marketing in this new digital world?

As healthcare marketers have become more digitally savvy, learning on new tools and ever changing screens, the toughest question has changed. Today, our industry is asking: How do we use the knowledge we’ve gained to create healthcare experiences that help people be more successful? How do we create experiences that overcome years of inaction, inspire new commitments or simply give hope?

The answer to that question goes way beyond digital. And now, so do we. WYDiQ is becoming the Health Experience Project (HxP). HxP is our outlet to answer the new questions–to gather the best examples, most insightful research and boldest ideas behind the type of healthcare experiences that change outcomes for the better.

You can join in by checking out the articles, sharing your own insights and helping us make this year the year we change our own health experience and the experiences of those around us.

You can join the experience at www.healthexperienceproject.com, on Facebook at www.facebook.com/HXProject or follow us on Twitter @HealthXProject.

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Shaping the Industry Approach to the Patient Blogger and Online Brand Reputation

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We know how influential the internet is in managing healthcare – but do you know how to respond? At eDTC Revolution, a panel of insiders took to the stage to share their advice on crafting a response strategy, including ways to counter the negative publicity that hurts a brand’s reputation and proactive tactics to create a positive effect.

The panel:

  • Stead Burwell, CEO, Alliance Health
  • Michael Spitz, SVP, Managing Director, Healthcare Interactive Technology, ZEMOGA
  • Dorothy Wetzel, Founding Partner & Chief Extrovert, Extrovertic
  • Moderator: Stu Klein, Healthcare Practice Lead, Interpublic

They point to some of the richest opportunities is to get involved:

Customer service: Answering the challenges and questions that people post online. It’s an opportunity to use what your company already knows (the tracking in IT, the content in patient services, the response in PR) to proactively serve patients. Great examples include how BI has answered patients (mostly overseas) and AZHelp’s response engine:

Stimulate the conversation: Diabetes is a chronic disease that requires daily, sometimes hourly, tweaking and it’s interwoven with devices.  Tens of millions of people with diabetes are engaged online – talking about managing the disease as well as the particular devices they use. Engaging the talk leaders in that community creates new opportunities to start conversations.

Ask for the review: See the blogger perspective and get the reader response to understand the real conversation around your product.

The panel also talked about some critical success factors:

How you treat your audience and your bloggers is extremely important. Both deserve respect and transparency. That means treating the blogger almost like a reporter – giving access, information, tools. Not expecting them to repeat or tote the brand line.  Just ask Samsung what happens when you don’t.

Rethink the role of the brand. Traditionally brands have been seen as something invincible and pure. Something to be protected. Now they’re organic, living creatures, evolving with their customers. That’s the approach to take with bloggers – open, not hidden; transparent, not controlled.

Know when to go offline. It’s common to give bloggers direction on what to do when a conversation gets too detailed into the prescribing information around a drug, but it’s important to have a plan for how the brand will respond, too. The FDA has given guidance on unsolicited requests for off-label information – both those that come directly (think email) and those that are posted in a public forum (think message board). Those guidelines are a clear blueprint for an internal plan.

Text isn’t enough: In the content you share and track–video, images and other media are critical. Many people start with video, not text – we have to make our content media agonistic.

Tips to get started:

  1. Listen first to determine what people will be interested in
  2. Create content and response strategies
  3. Get down to the details – boiler plate responses, get them approved
  4. Put resources and infrastructure around it. Make it prescriptive enough to avoid unnecessary risk, but native to how people are communicating today
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Turning Health Sites Into Health Destinations

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Sue Ramspacher, Executive Director of Health Consumer Insights at Catalina Health says there is no shortage of health-related sites, tools and apps available to help consumers navigate their health journey. But the general consensus is that none are truly meeting health consumers’ needs.

In their research, people have said there is no go-to online source for general health and wellness and chronic condition-specific information. (Sorry, Dr Oz!)

Among their panel of digitally-engaged consumers, Catalina has found two primary starting points for personal health research–Google (for its reach) and WebMD (as a primer, starting point). Where they go next is all over the map: AARP to Kaiser; RealAge to Walgreens; WeightWatchers to Livestrong.

What else they’re doing now:

  • 64% are using online resources to access health
  • 43% access health online once a week
  • 30% monitor or refill prescriptions online
  • 24% download health and fitness apps
  • 23% visit medicine websites
  • 8% share medical issues via social networks

Next Catalina asked people what they’d rather do >> What kind of site or tools they want to use and would keep them coming back for more.

What they want: One personalized location that can provide:

  • A general health and wellness center
  • Chronic condition center
  • Prescription tracking
  • General health tracking
  • Rewards

They said: Make the information relevant to me – know (and use) the conditions I’m dealing with and my age, lifestyle, etc. They want to find personal stories and expert information.

The reward options that were most appealing included cash cards, retailer gift cards, coupons for items related to your medical condition, and coupons to offset prescription co-pays.

The more personal benefit – in content and rewards – that the site provides, the more willing people were to share their personal information.

Note: Catalina talked to 150 people, selected to represent different types of chronic conditions.

Best practices of a true health destination:

  • Create multiple dimensions: Not just about one product or condition, but a more holistic experience
  • Make it dynamic: Add new content
  • Ensure relevance: Customize by age, gender, life stages, lifestyles
  • Consider rewards: Incentivize healthy behaviors
  • Provide tools: Help monitor progresss/symptoms and facilitate discussions with health care professionals
  • Make it personal: Create a safe environment for sharing
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Crowdsourcing, Big Data and Privacy

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Excited to see John Mangano, Vice President of Health and Pharmaceutical Solutions from ComScore* at eDTC 2012. He’s a great speaker – someone we’ve seen before (and who I quote all the time).

He shared the big data trends the data geeks are watching:

EMR is posed to provide the largest cache of clinical data ever. It will blow away the idea of a sample and create a holistic view of American health. Its eventual integration with social media / social intelligence will show the health connections between people and populations. Some researchers have been able to use social – without the EMR connection – to start to map population health. Adam Sadilek at the University of Rochester and his team analyzed 4.4 million GPS-tagged Tweets from over 600,000 users in New York City over the course of one month. They trained their artificial intelligence algorithm to ignore tweets by healthy people such as those claiming they were ‘sick’ of a particular song, and trained it to find those who were really ill. They were able to create models that not only showed the instance of disease, but also predicted who would catch the flu next.

Privacy remains a concern for most Americans. When it comes to health content, people are most concerned when they’re on their smartphones (primarily because of the portability and perceived risk of losing their device) – 70% are concerned with health privacy on their mobile; 48%, tablet; 46% PC. (ComScore, Jan 2012)

Crowdsourcing is a growth area for big data. One example is Google’s new smartphone mapping tools. As you follow directions, the map knows how fast you’re proceeding. That makes every user a sensor, sending constant, real time information about traffic. The Nest thermostat has been able to do something similar for its customers – by tracking the behavior of people and machines over time.  One example, your air conditioner is made up of two energy consuming parts–the compressor and the fan. The compressor uses a lot of electricity while the fan uses very little. The Nest found that the compressor coils can generate cold air for 5-10 minutes after the compressor is off. Once it knew people’s behavior and when they planned to change the temperature, it was able to turn that compressor off sooner, saving electricity in individual homes and across the grid.

Micro and biorhythmic measurement – using tools like Fitbit – will create both personal trending and longitudinal pictures of personal action vs. health, potentially creating new insights into how to preserve and protect our health as we age.

Best practices of privacy-protecting research:

  • Only capture what you need: People won’t share data that seems disconnected to your stated goal (it’s a trust factor)
  • Aggregate data: Use the back design test to be sure it’s truly anonymous
  • Use methodologies that obfuscate data: Limit what you collect at the point of collection to limit liability
  • Disconnect PII from data: Keep the personal information in a different database than behavior
  • Sometimes its better to ask: If it’s really sensitive, ask subjects to provide their own data
  • Have a strong privacy policy: It should be like a constitution - something your write once, write really well, and change rarely

*ComScore has one of the best views into our online behavior today. They have a panel of 2 million people who allow them to collect all of their online data + they have deep web analytics data from their clients, ongoing monthly surveys of hundreds of thousands of people, and more.

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Predictions on the Biggest Opportunities in Mobile

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The last rock star panel of the day at eDTC Revolution is doing a little predicting and prognostication. The team includes:

Some of our favorite ideas and quotes:

  • Best way to look at a trend is not the device, but how we create value on these new platforms
  • Manufacturers Credibility Syndrome “MCS” – consumers will always be skeptical about apps and tools created by manufacturers (that’s why things like Kelley Blue Book exist)
  • We have to create something that meets an unmet need or does something better than everything else
  • Within 6 months, 95% of apps are not used at all
  • One underserved area is using apps to support the dialog between healthcare professional and patient
  • Ask yourself: Is your app being used to meet the customers’ needs or to serve the company’s needs?
  • Mobile puts a premium on location and service. Years ago, everything analog became digital. Now everything digital is becoming mobile. In 2013, we’re going to see mobile becoming increasingly analog – becoming part of our real world.  It’s the post-digital manifestation of online and offline really coming together
  • That’s one of the areas to be really excited about – devices (like Fitbit or Fuel) that integrate seamlessly between offline products and on-phone apps
  • Apps have to be so easy that they’re almost mindless to use
  • Don’t make a new work flow, have it be part of their current work flow
  • A pill is one way to change an outcome. A pill connected to a system designed to promote adherence can do so much more. It’s industry redefining.
  • Most controversial question from the moderator: Most of our industry’s customers are 50+. Do older people really use apps? YES.
  • One of the biggest things we’re watching is WellDoc’s work around getting a CPT code whereby a physician actually gets paid to use, or have a patient use, an App as part of the care process. That could be game changing!
  • Just yesterday, the FCC officially allocated a portion of the wireless spectrum to MBAN and wearable sensors, powering the growth of the quantified self
  • If you want to see where it’s going, look at kids games. Physical cards that interact with games. Motion response. Really innovative interfaces.
  • A simple win: Start thinking and sharing more digitally
  • Another simple win is optimization. Brands that optimize their sites see a 15 – 20% jump in traffic
  • Best approach for most brands is responsive web design –  building one site that flexes to whatever device your customer is using
  • To support MLR, think prototyping, not wireframing. Let people get their hands on it.
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