Mobile Strategy and Micro-Moments
As mobile technology and devices become more ubiquitous, people have become more accustomed to having instant information at their fingertips. As they’ve become accustomed to instant gratification, they now demand the information they want at the exact moment they want it. Meeting the need for instant information has become arguably the biggest challenge for marketers today.
Google recently asked the question “How would you describe the role of your Smartphone in your everyday life?” The most common answers were “attached to my hip,” “butler” and “lifeline.” Research has shown that people spend a lot of time on their mobile devices – checking their phones 150 times each day and spending 177 minutes on their phones each day. This works out to dozens and dozens of short sessions (about 70 seconds) per day. While many of these brief sessions are more personal in nature – texting a friend about a movie date, sending an email or posting a photo of that yummy pizza on Facebook – other sessions are the “footsteps” that lead people to your brick-and-mortar location or your Website.
When a consumer turns to a device to find information or take action on whatever he/she needs right now, that is called a micro-moment. Today, marketers must be prepared for these micro-moments, as they are an open invitation to engage with the consumer, who is seeking help to inform choices or make decisions. Regardless of whether a person is planning a trip, buying a new appliance or learning to knit, there are hundreds of little individual decision-making moments involved, and the 24/7 availability of mobile information should meet the person’s needs.
These days, people are more loyal to themselves and meeting their needs than they are to a particular brand. According to research, 65% of Smartphone users say that when doing an online search, the information that’s most relevant to them is more important than which company has the information. In order to win such micro-moments, your organization must:
- Be there. Anticipate the types of micro-moments your users will have and be ready to help them when the moments occur.
- Be useful. Provide what the consumer is looking for at the moment he/she is looking for it.
- Be quick. People are using mobile for a reason: they want their interactions to be handled quickly.
Consider this example of meeting micro-moment needs: Red Roof Inns increased bookings by 60% after devising a way to help airline passengers stranded due to flight cancellations (90,000 passengers are stranded every day due to cancelled flights). Red Roof began tracking flight delays in real time and used that information to trigger targeted search ads for the Red Roof properties near airports.
Does your organization have a strategy for meeting the needs your customers at micro-moments?
Technology Is Changing Doctor-Patient Relationship
A recent survey conducted by the Deloitte Center for Health Solutions found that technology is increasingly affecting health behaviors and attitudes, including how patients see their relationships with their doctors.
The survey, which included just over 3,600 adults in the US, found that half of the respondents preferred a partnership with their doctors, rather than having their doctors make health decisions for them. This is an increase of 40% preferring a partnering relationship from 2008. One-third (34%) of the respondents indicated a strong belief that doctors should encourage their patients to raise questions. Ironically, only 16% claim to have requested a different treatment option from the one(s) recommended by their doctor.
Other survey findings include:
- 28% of respondents had used technology to measure/monitor fitness and health goals, up 11% from the previous survey.
- 23% had used technology to monitor a specific health issue, up 15% from the previous survey.
- 40% of the respondents who used technology to measure/monitor health and fitness shared the information with their doctor.
- 22% used some type of technology to access, store and/or transmit health records, an increase of 13% from 2013. Even more of the respondents with major chronic health conditions – 32% - did this.
- 13% of respondents taking prescription medications have used electronic reminders or alerts, and over half expressed an interest in using such reminders/alerts.
- When preparing for a doctor visit, 16% of all respondents went online to find cost information. 23% of Millennials looked online for cost information.
- 71% of respondents were “very” or “somewhat” likely to use an online pricing tool in the future.
- One-quarter of overall respondents and almost half of Millennials used some type of scorecard or grading information to compare performance of providers, an increase of 19% from 2013.
- Trust is higher for doctors than health insurers, with 49% giving providers a high trust rating, but only 21% rating health plans the same. Still, trust in health plans is up from 2010, when the high trust rating percentage was only 10%.
Greg Scott at Deloitte Consulting summarized the survey’s findings in this way: “Healthcare is becoming more digitized and consumer oriented. It’s not an overnight change, but more like how summer turns into fall – gradual yet very perceptible.”
Email: Not So Old-School After All
It’s an app kind of world these days. Everybody has an app or two - or more. With the rise of mobile technology, apps and other digital marketing methods make sense. However, it’s not necessary to kick older options to the curb. Email, in particular, remains a viable alternative for reaching mobile users.
There are over 1.5 million Apple and Android apps available. Developing an app and then getting people to find and use an app among all those already in play requires a substantial investment. For organizations just getting started with a mobile strategy, email can be a much less expensive option that can be easily personalized and measured for better mobile engagement.
Nicco Mele, a senior fellow at the USC Annenberg School for Communication and Journalism, says that the third most popular Smartphone activity – after text messaging and Web surfing – is reading and writing email. Studies have shown that over half of email opens occur on mobile devices.
According to Mele, the ability to measure repeat, sustained user attention is email’s most redeeming feature. Individual user behavior can be measured and tracked to help an organization build behavioral models to get full share of a reader’s attention.
Does your organization still include email as a part of your digital strategy?
Most Internet-Connected Adults Use Digital Health Tools
A new survey from seed investor Rock Health found that the vast majority -- 80% -- of adults who are connected to the Internet use some type of digital health technology.
For the survey, digital health use was divided into six categories:
- Online health information searches
- Online health services comparison
- Tracking health via a mobile app
- Tracking health via a wearable device
- Use of consumer-facing genetic services
Four thousand (4,000) Internet-connected adults participated in the survey. It found that 20% of the respondents didn’t use any of the six technologies, while 2% used all or all but one of the categories (aka “super adopters”).
Additional findings include:
- Over half of the respondents said they felt responsible for their own health. However, only a small percentage (7%) expressed a willingness to pay out of pocket for healthcare.
- 31% claimed to be “actively taking care of their health.”
- The most commonly-used of the six technologies was online health information searches, with 71% of respondents using this. 50% used online health reviews.
- Online searches were most often used for information on prescription drugs, with searches for medical diagnosis, supplement information and treatment options for existing diagnoses the next most common searches.
- The types of reviews most often done were online physician reviews (44%) and hospitals (33%).
- Health tracking apps were used by 17% of the respondents and 12% used wearables.
- Physical activity was most likely to be tracked via an app, rather than on paper or mentally.
- While 63% of wearable users said they bought the device for themselves, a quarter of them said they purchased the device as “an experiment.” This might explain why reports have indicated that wearables don’t retain their users.
- Although video-based telemedicine ranked low, almost half of these episodes occurred in the 3 months prior to the survey release, so it may be assumed that telemedicine is entering a rapid-growth phase.
92% of respondents agreed or strongly agreed that they should control their own health data. However, 80% were willing to share their data to get better care from their providers, 59% would share it for medical research, 52% would share to get discounted health insurance and 39% would sell their data for financial compensation without being told how the data would be used.
Majority of Apple Watch Users Claim Health Benefits From Device
Although the Apple Watch has only been in use for about 7 months, its users have found health benefits from using it. According to a survey of watch users by Wristly, the research service of Apple Watch, 83% of users say the watch has contributed to some degree to their overall health and fitness.
Fifteen hundred (1,500) Apple Watch users participated in the survey. A little less than 60% of users said the watch had contributed to “some” change in their health/fitness status, while 24% said it had contributed to “a lot” of change.
More survey findings include:
- The watch’s fitness capabilities were an important reason for purchasing the watch, with 12% of users saying the capabilities were their primary reason for obtaining the device, 48% saying the capabilities were among their main reasons for purchase, 30% saying fitness capabilities were somewhat important and 10% not considering the capabilities to be important.
- The activity rings feature (the rings close once a user completes fitness goals) were helpful to watch users, with 38% of users saying they were reaching their goals almost every day of the week, 42% reaching their goals a few days each week and 10% hardly ever reaching fitness goals.
- Almost three-quarters of users (74%) said they were standing up more due to the standing feature reminders, 65% saying the feature prompts standing in situations where it’s not feasible (e.g., when driving) and 9% of users wanting to turn the feature off.
While survey data shows that a large number of Apple Watch users are purchasing the device for its fitness capabilities, there has been no significant effect on Fitbit sales, one of the most popular activity trackers on the market.
19th Annual HCIC Concludes
The 19th Annual Healthcare Internet Conference came to a close in Orlando on Wednesday, November 11th. What a great four days it was!
The conference was a huge success. It was the largest HCIC yet, in terms of attendees and exhibitors. Many vendors and sponsors are already committing to return next year, and several sponsors are planning to up their sponsorship level where possible.
We're started to go through the evaluations to get your feedback on the various sessions. We take your feedback very seriously and use it to plan future conferences. If you have an idea you'd like to share related to future conferences or if something occurs to you related to #hcic15 that you didn't put on your evaluations, please feel free to drop us a note at firstname.lastname@example.org.
We've also started planning for the 20th Annual HCIC next November in Vegas. We're shooting for a great 20th anniversary event! We’ll start sending out information in January. Be on the lookout for the Call for Speakers and Exhibitor/Sponsor Prospectus in early 2016.
20th Annual HCIC in 2016 – Save the Date!
Now that we've wrapped up the 2015 Healthcare Internet Conference, we're already planning the 20th Annual HCIC. Make sure to mark your 2016 calendars for next year’s conference, which will be held November 7-9, 2016 at the Cosmopolitan of Las Vegas Resort. Be sure to check the HCIC Website for more information early in 2016.
Exhibitors/Sponsors: If you’d like to participate in the next HCIC, be sure to watch this space. We’ll have an Exhibitor’s Prospectus available soon!
Judy Blackwell Named 2015 Eudes Award Winner
Greystone.Net is pleased to announce that Judy Blackwell has been named the winner of the John A. Eudes Vision & Excellence Award for 2015. The award was presented during a ceremony held on Monday, November 9th at the 19th Annual Healthcare Internet Conference.
Bestowed annually, the award was created in honor of Greystone.Net co-founder John A. Eudes to recognize individuals who embody John’s ideals for excellence by believing in and acting upon the idea that excellence can only be obtained if one:
- Cares more than others think is wise
- Risks more than others think is safe
- Dreams more than others think is practical
- Expects more than others think is possible.
Judy Blackwell is Chief Marketing Officer Emeritus at Healthgrades, where she held responsibility for the overall Healthgrades brand, product marketing, communications and related strategic growth imperatives. Ms. Blackwell has been a pioneer in the healthcare and technology sectors with a track record for innovation and delivering results. In addition to her role at Healthgrades, she has served in leadership positions at Bloom Marketing Group, Finelight and WebMD, among others. At WebMD, Ms. Blackwell led product development and marketing for WebMD’s consumer sites which attracted over 60 million unique users per month. Her consumer innovations included WebMD’s second generation consumer community site which, in addition to moderated communities, for the first time enabled members to create their own community destinations. In addition she managed WebMD’s clinical products such as the Symptom Checker, Health Checks and Drug & Vitamin database and was responsible for the overall WebMD.com user experience as well as key cross network initiatives including inventory optimization and SEO.
Ms. Blackwell holds a BA from Duke University, where she graduated Cum Laude with a double major in Economics and French. She received her Master’s degree in International Management from the American Graduate School of International Management.
“We are very pleased to recognize Judy with the 2015 John A. Eudes Vision & Excellence Award,” said Kathy Divis, Greystone.Net, President and Co-Founder. “Judy’s career has been nothing short of remarkable. She is a pioneer in both healthcare and technology – from her leadership in the development of Avon’s first venture to sell directly to the consumer to her senior product development role at WebMD to her most recent stint leading market and brand development for Healthgrades – Judy has exemplified excellence and vision. Her ability to envision an online-enabled future and her commitment to excellence for her companies and their clients are reminiscent of John. And, her willingness to share her knowledge and mentor others further distinguishes her from peers. All were deciding factors in her selection and I am confident, John would be very pleased that Judy received this honor.”
Healthcare Internet Hall of Fame Class of 2015
The Healthcare Internet Hall of Fame inductees of the Class of 2015 were honored during an induction ceremony held November 10, 2015, at the 19th Annual Healthcare Internet Conference in Orlando, FL.
The 2015 inductees include:
- Innovative Individual: “e-Patient Dave” deBronkart - international patient engagement advocate, speaker and blogger from Nashua, NH
- Innovative Product or Service: Virtual Hospital – University of Iowa Health Care
- Innovative Provider Organization: Ochsner Health System
We'd like to thank the 2015 HIHOF Board of Judges for their fine work in selecting this year's honorees. We’d also like to thank our retiring judges once more for their service on the board:
- Deborah Braidic, Associate Vice President for Marketing Communications, Children’s Hospital of Los Angeles
- Ben Dillion, Chief Strategy Officer, Geonetric
- Danny Fell, President, Neathawk Dubuque & Packett
- Shawn Gross, Director, Chief Digital Strategist, Healthcare Practice Lead, White Rhino
- Neal Linkon, Director, Interactive Marketing, Wisconsin's Children's Hospital
New judges will be needed in 2016 to fill the retiring judges' slots. If you would like more information regarding HIHOF or qualifications for serving on the judges panel, please visit www.hihof.com.
Replay #hcic15 with Rewind
The 19th Annual Healthcare Internet Conference has concluded. As usual, the conference was packed full of informative concurrent sessions and keynote speakers, making it hard to get to all the sessions you may have wanted to attend. In addition, you may have attended a session that was so good that you wish you could share it with your colleagues back home. Perhaps you were unable to attend HCIC this year. In order to provide an optimal conference experience, we are pleased to again offer HCIC Rewind to help you catch up on missed sessions or replay presentations you’d like to revisit.
Every concurrent session of the HCIC was recorded, including the keynote speakers, and the recordings were synced with the slide decks from each presentation. Whether you missed a session, want to replay a session that you took part in or missed the conference altogether, these recordings will be a must-have for your library. The conference recordings are now available via a downloadable link.
Order HCIC Rewind online today!
Interact with #hcic15 Exhibitors Via Virtual Exhibit Hall
The HCIC Virtual Exhibit Hall is a combination of high definition 360° photography and interactive "hotspots," which allow visitors to interact with exhibitor booths through launching videos, downloading Web content, connecting to social media or even completing a Contact Us form on a company's Website.
If you attended #hcic15, the virtual exhibit hall allows you to take a look around the exhibit hall and visit booths you want to see again or perhaps missed at the conference. A variety of information is available from the vendors.
We hope you check out the virtual exhibit hall soon!
2015 Healthcare Digital Marketing Survey: White Paper Now Available!
Greystone.Net is pleased to announce that the 2015 Healthcare Digital Marketing Survey has been completed and the results are now available in the form of a white paper. The survey, developed in collaboration with Klein & Partners, was completed by 218 healthcare marketers and revealed some interesting details about the current state of healthcare marketing. The white paper was sponsored by Sitecore.
CEOs, CIOs, CMOs, CTOs and Web and marketing leaders will want to read the white paper to learn more about the current state of healthcare digital marketing.
Download your copy of the 2015 Healthcare Digital Marketing Survey white paper today!
Did You Know?
Twitter recently introduced a new feature: Twitter Polls. Twitter Polls, which can be added within Tweets, are a unique way to engage followers and create interest in your organization or brand.
Here’s how it works:
- A poll question with two answers is created in a Tweet. The poll button will appear as an option when you start composing a new Tweet.
- Once the Tweet is published, the poll is open for 24 hours. After the poll closes, the results are displayed.
- Anyone who sees the poll in his or her Twitter stream can vote. Only one vote per Twitter account is allowed.
Twitter Polls are being used to request feedback from followers, create content followers/customers want, perform market research and to spread messages.
Greystone Product Spotlight – gSight: The Only True Digital Brand Experience Improvement Tool
Does your organization need to:
- Effectively monitor and measure online visitor experience?
- Understand what improvements are needed on your Website?
- Manage your brand and improve overall brand health?
- Compare your site performance to that of competitors and peers?
Enter gSight. gSight is designed not so much as a satisfaction survey, but rather as a tool to "go on the the hunt" for improvements. It identifies and prioritizes areas where a Website needs the most improvement. And, the overall experience metrics have been designed to provide a better understanding of the online experience's influence on the overall brand relationship. Use gSight to better understand how your online experience is impacting your brand's health.
gSight, powered by Klein & Partners research, provides objective and measurable insights that help healthcare Marketing and Web leaders improve the online experience by understanding visitor impressions and where to focus efforts to improve.
gSight allows you to:
- Monitor and measure the online visitor experience
- Identify needed Website improvements
- Measure the impact of your Web site on your overall brand health
- Compare your Web site’s performance and scores to that of peers.
Greystone.Net provides proven methodologies to improve the consumer experience to drive informed decisions.
Request a gSight demo or call us at 770-407-7670 for more information.
App Review – Numera EverThere
A new cloud-based platform from Nortek Security and Control (NSC) brings a proactive function to personal safety and emergency monitoring for seniors who remain independent in their own homes.
Numera EverThere couples the traditional around-the-neck or wrist alert device with health monitoring and the ability to actively engage with clients. EverThere can analyze activity data of users, including prolonged lack of movement or any deviation from normal activity patterns and alert preselected individuals, such as a family member, neighbor or healthcare provider, whenever an adverse event or activity deviation occurs.
EverThere utilizes a pendant device, Libris, but also collects data and can generate alarms from other sources. Health parameters such as blood pressure, weight and blood glucose can be monitored from other connected devices. Future developments include connecting EverThere to other Smart devices in the user’s home, such as motion detectors, sensors in appliances, etc.