How and Why to Create an Integrated Patient Experience Online and Offline ICAHN ANNUAL CONFERENCE

How and Why to Create an Integrated Patient Experience Online and Offline ICAHN ANNUAL CONFERENCE

Sandra Fancher Chief Strategy Officer: MedTouch Advisory Board Member: Values Coach Inc CXO Advisory Board Member: itr Diagnostics Iowa Native; 100% Dutch Soccer Mom of 2 Foster Dog Mom to over 20 Weekly Traveler sandrafancher sandrafancher

Illinois Experience

/// OFFLINE RADIO CALLS TV FACE-TO-FACE COMMUNITY EVENTS MAIL PRINT BILLBOARDS BUS

WEARABLES /// ONLINE E- NEWSLETTERS APPS PPC WEBSITE ONLINE CLASSES SOCIAL EMR RETARGETING ADS BLOG

WHO DO YOU KNOW THAT IS DOING IT WELL?

Hilton

WHO IS DOING IT WELL IN HEALTHCARE?

HOW WELL ARE YOU DOING IT?

1 10 HOW MANY 5 YEARS WILL IT TAKE? 15

WHY INTEGRATE? $ OPTIMIZES BUDGETS CONSISTENT MESSAGE PATIENT EXPERIENCE

/// IF PATIENTS WANT IT BAD ENOUGH, THEY WILL FIGURE IT OUT

PATIENT JOURNEY

HOW TO START WHEN STARTING ISN T EASY 6 Steps to get started

TONE Who Think would about you having pick to tell for a the family most difficult news. conversation? 1

PROFILE

PROFILE Specialty makes a difference in patients cancer survival and outcomes. He considers himself, super-specialized. Dr. Riley has completed cancer and breast cancer fellowships after completing his general surgery training. Dr. Riley is passionate about finding a cure for cancer. In his freshman year of college, he learned that mice could be immunized with cancer. It was a breakthrough moment for him that led him to his MD, PHD, post-doctoral and two fellowships in cancer research. I love taking care of people. Someday, he would like to care for the poor in a place like Bangladesh, where people wait for days for medical care. It would be an honor, Dr. Riley said.

VIDEO

Questions?

/// INTEGRATE CAMPAIGNS 2

START WITH PRINT CAMPAIGNS

INTEGRATE ONLINE

BE A SECRET SHOPPER Call at different times Listen to call recordings Complete a form Watch your family and friends use the site

IMPACT REPORT Tactic # of Potential Patients Impressions / Patient Total Touchpoints 1st Action Leads Unit Cost Costs Cost / Lead Direct Mail 168,000 1 168,000 5,040 40 $0.52 $86,520.00 $2,145.83 enewsletter 58,000 1 58,000 1,160 6 $0.0020 $113.10 $17.73 Search Ads 250,000 1 250,000 8,750 131 $133.3333 $17,500.00 $133.33 Display Ads 168,000 50 8,400,000 16,800 17 $0.15 $25,200.00 $1,500.00 IP Display Ads 84,000 20 1,680,000 3,360 26 $0.30 $25,200.00 $974.03 Social Media Ads 16,800 5 84,000 118 2 $0.015 $252.00 $109.89 Retargeting Ads 16,800 30 504,000 1,260 38 $0.090 $1,512.00 $40.27 TOTAL IMPACT 168,000 108 11,144,000 36,488 260 $134.41 $156,297.10 $600.07 CHANNEL CTR CHANNEL CTR CTR CHANNEL CHANNEL CVR CHANNELCVR CVR CHANNEL CHANNEL Costs CHANNEL Costs il Direct Mail 3.00% Direct Mail3.00% 3.00% Direct Mail Direct Mail 0.80% Direct Mail 0.80% 0.80% Direct Mail Direct Mail $515 Direct CPM Mail $515 CPM $ r enewsletter enewsletter2.00% 2.00% enewsletter enewsletter 0.55% enewsletter 0.55% 0.55% enewsletter enewsletter $1.95 enewsletter CPM $1.95 CPM $1 s Search Ads 3.50% Search Ads 3.50% 3.50% Search Ads Search Ads1.50% Search Ads 1.50% 1.50% Search Ads Search Ads $2.00 Search CPC Ads $2.00 CPC $ s Display Ads 0.20% Display Ads0.20% 0.20% Display Ads Display Ads0.10% Display Ads 0.10% 0.10% Display Ads Display Ads $3.00 Display CPM Ads $3.00 CPM $3 dsip Display Ads 0.20% IP Display Ads 0.20% 0.20% IP Display AdsIP Display Ads 0.77% IP Display 0.77% Ads 0.77% IP Display Ads IP Display Ads $15 IP CPM Display Ads $15 CPM $ Ads Social Media Ads Social 0.14% Media Ads 0.14% 0.14% Social Media Ads Social Media Ads 1.95% Social Media 1.95% Ads 1.95% Social Media Ads Social Media Ads $3.00 Social CPM Media $3.00 Ads CPM $3 ds Retargeting Ads0.25% Retargeting Ads 0.25% 0.25% Retargeting Ads Retargeting Ads 2.98% Retargeting 2.98% Ads 2.98% Retargeting Ads Retargeting Ads $3.00 Retargeting CPM $3.00 Ads CPM $3

CAPACITY REPORTING VERSUS ROI What if you could: Reduce a new doctor guarantee time by 50% Make sure specialty equipment is fully utilized? Adjust marketing based on who needed appointments?

Questions?

///SYNC COMMUNICATIONS 3

Questions?

/// CONNECT TO CURRENT EVENTS 4

INTERNAL EVENTS

UNPLANNED EVENTS April 15, 2013

USER BEHAVIOR SEARCH Search Term Total Unique Results Pageviews % Search Searches / Search Refinements employees 386 2.19 1.06% tinnitus 295 3.96 4.11% employee 270 2.16 2.23% email 245 2.13 2.11% jobs 219 2.38 5.56% careers 215 2.19 2.55% parking 172 2.47 2.36% medical records 114 2.41 2.18% rauch 113 2.03 12.23% human resources 99 2.44 10.33% menu 92 2.34 2.33%

GOOGLE TRAFFIC

OTHER RECENT STORIES Prince s death and drug addiction Zika virus Cupping for muscle therapy Ben Stiller prostate cancer

Questions?

/// REPUTATION MANAGEMENT 5

PATIENT JOURNEY

Questions?

/// EASY APPOINTMENTS 6

6 Steps to Get Started 1 Tap Best Doctor s Tone 4 Current Events 2 Integrated Campaigns 5 Reputation Management 3 Sync Communications 6 Easy Appointments

Happiness does not come from doing easy work but from the afterglow of satisfaction that comes after the achievement of a difficult task that demanded our best. - Theodore Isaac Rubin

Thank you ICAHN ANNUAL CONFERENCE