Healthcare Marketing with Human Impact POINT of VIEW Healthcare Marketing with Human Impact

POINT OF VIEW Healthcare marketing with human impact POINT OF VIEW Healthcare marketing with human impact It may be stating the obvious to say that Becoming a patient challenges your identity. Your humanity. patients are people first – human beings who just happen to find themselves in So, the opportunity lies in…ensuring that our patients feel like physically and emotionally vulnerable human beings. Not an iPatient. Not a bed #. Not a disease. circumstances. In an age of endless information available at our fingertips, -“Capturing the Patient Voice: The Digital Experience Must Also Be a Human delivering the right message at the right (e)Experience,” NEJM Catalyst, November 21, 2017 time in the way each individual may need and want it is the challenge facing many healthcare industry marketers. It is not obvious or common that provider marketing technologies are built with those basic human factors in mind. To successfully promote patient engagement healthcare marketing tools must connect with patients humanely as unique individuals while also being efficient in supporting broad marketing touches. Marketing technology must create a more human, intimate experience inside and outside healthcare provider organizations. The new infrastructure of intelligent healthcare enterprises is now turning these lofty objectives into real results. ©2018 Avanade Inc. All rights reserved. 2 POINT OF VIEW Healthcare marketing with human impact Marketing to Supporting healthcare healthcare humans marketers and clinicians People in the healthcare system have been conditioned by the likes of Amazon, Apple, What’s expected of healthcare marketers Starbucks, Disney, Zappos and other masters of customer experience design and delivery grows daily, from attracting and nurturing to expect highly individualized marketing and superior service performance. They carry patient relationships to ensuring positive these same expectations into their encounters with healthcare providers. The patients experiences for patients, physicians and (humans) seeking healthcare services have been conditioned to demand: payers – before, during and after care. Yet, the process of acquiring and retaining Participation – Healthcare consumerism Proactivity – Prevention or early patients is becoming increasingly difficult. is no longer a trend – it is a fact. Patients intervention is the ultimate objective The pressure to optimize performance and expect to participate more directly because better outcomes at lower cost demonstrate ROI is matched only by the in seeking and evaluating their care are achieved. But making this shift is inability to do so. It makes the possibility options. Like it or not, they want to be an difficult when stuck in delivery models of of marketing departments becoming truly empowered part of the dialogue, decision the past. Not only are processes lagging proactive engagers of patients seem even and scheduling processes related to their in healthcare but the infrastructure and more remote. well-being rather than simply being silent, tools typically available don’t support a compliant followers of doctor’s orders. proactive and preventative approach. The In addition to rising patient expectations, Their desire to participate begins even true transformation in healthcare will be today’s hospitals and health systems face before they have directly engaged with achieved through proactive and relevant heavy competition: a provider which means that healthcare engagement with people on an individual • Retailer pharmacies and clinics offer marketing should anticipate the need for basis. more complete and convenient services an easy, person-to-person interaction than ever before. earlier in the patient relationship process. Privacy – Consumers have an acute awareness of digital privacy breaches and • Telehealth services are booming Personalization – Consumers expect their concerns extend to their healthcare - creating lower cost, easy access that their preferences and priorities information. Addressing these concerns is alternatives and increasing the need are understood and respected by their another human-centered requirement that for marketers and clinicians to reflect provider and if that doesn’t happen, healthcare marketing must manage. great “webside”, in addition to bedside, the communication gates are likely to manner. slam shut. This means that healthcare • Consumers are self-managing their care marketers need to become more capable through online tools like WebMD. of managing the context, timing, and • Patients are switching healthcare channels of messaging to patients. Giving providers in greater numbers than them a choice, rather than guessing, about ever before due not only to shifts in these messaging options is now de rigueur health insurance but also due to poor in other marketing realms and so it should experiences. be the same in healthcare marketing. ©2018 Avanade Inc. All rights reserved. 3 POINT OF VIEW Healthcare marketing with human impact Human impact means How to accelerate human-centered, improving individual insight-based provider marketing outcomes Marketing – communicated with Just as there are moments that matter We pair Microsoft’s Dynamics 365 - consistency, clarity and empathy - can most in a patient experience, there are running on Microsoft’s secure Azure have a significant impact on healthcare defining moments along any healthcare cloud platform and with Dynamics ERP outcomes. Patient education, disease provider’s marketing capabilities journey. and CRM inherently integrated in one prevention and early intervention all Now is one of those moments. The solution –with Avanade’s insight marketing have a direct correlation to cost of care, current confluence of seamless scalability skills and Accenture’s health industry which is why major healthcare providers (through the cloud platforms), of simpler knowledge to provide an infrastructure are starting to embrace marketing more systems and data synchronization that works to improve patient engagement fully. Healthcare provider marketing (through integrated enterprise solutions success. Avanade’s accelerator leverages is increasingly seen as an invaluable like Dynamics 365) and of smarter the Microsoft Dynamics 365 Healthcare component of the care giving continuum. personalization and context-appropriate Accelerator and Dynamics 365’s extensive communications (through Artificial productivity suite to make it out-of-the- Intelligence and Machine Learning) are just box simple for healthcare organizations to What most healthcare a few of the convergences that make right better coordinate care, segment patients Providers already know now a decisive moment of marketing truth. and providers based on multiple sources You have a choice: leave your marketing of data (including EHR data) and manage Healthcare providers are not standing idly technology alone or make only minor the care continuum of all patients. It helps by. They realize that in order to provide tweaks to you and run the risk of falling providers engage, retain and partner the marketing and patient experiences behind on attracting and engaging with with patients across all of their healthcare that patients have come to expect, they patients or embrace the moment and needs, not just “this episode,” and through need to treat, or even disrupt, themselves become a human-center, insight-based their preferred communication channel first. A nationwide poll by Ernst and Young marketer. and frequency. In addition, we use released in 2018 found that 91 percent Power BI, Azure Machine Learning and of participating health-related companies Avanade recognizes the critical moment is Adobe to complement and enhance our have or are planning to undertake a now and in response we are introducing end-to-end solution and to address the technology adoption initiative in the next an accelerator for healthcare marketers: broader challenges of engagement and 12 months. Seventy percent cite improving Avanade’s Intelligent Marketing & organizational strategic alignment. patient experience as a key factor driving Engagement for Providers. the initiative and 59 percent cite improving customer relationships. ©2018 Avanade Inc. All rights reserved. 4 POINT OF VIEW Like any other vertical, the biggest opportunity lies in Healthcare marketing with human impact connecting these isolated pieces of “marketing and advertising technology” with the traditional healthcare IT systems to form the most connected technology ecosystem that puts the human at the center. - Scott Brinker, Editor at chiefmartec.com Avanade’s intelligent marketing and engagement for providers Benefits Features • Deliver on-target, on-time, journey- Rich analytics using Power BI Patient engagement management based interactions: We can equip your • Population statistics/market and using Dynamics 365 CRM healthcare organization with a scalable demand assessment. • Event registration BOT. digital marketing platform linked to the patient data nerve center of your • Health patient base overview. • Event intake questionnaire. (demographics, conditions, ICD codes). organization, enabling your team to • Event registration activity. deliver individualized messages to the • Doctor capacity and efficiency analysis • Building of the lead, then prospect-to- right audiences at any stage of the by location and provider and specialty. patient profile. patient journey. • Location capacity overview. • Find-A-Doctor Dynamics portal with • Gain continuous insight into key • Segmentation analysis of current

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