mobcon dh 2015 - jay miller - owning the patient journey in the digital health experience
TRANSCRIPT
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Owning the Patient Journey in the Digital Health Experience
Jay Miller Chief Engagement Officer MentorMate
Background: MentorMate !We Plan, Design, Develop and Staff Digital Health Experiences.
www.mentormate.com
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Background: Me !Solving business needs from a user’s perspective for 20+ years.
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
John Coltrane
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
10 Years of Explosive Vinyl Growth!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Billboard, March 2015
Vinyl Album Sales IN MILLIONS
Digital Downloads IN 100 MILLIONS
+52%
-9.5%
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
!When presented with simple experiences that combine usability, trust, and emotion, a memorable connection is made.
What does this have to do with Healthcare?!
Customers will pay more for simpler experiences.!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: 2014 Siegel+Gale Global Brand Simplicity Index
Health Insurance!
Retail/Health and beauty!
General Insurance!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: 2014 Siegel+Gale Global Brand Simplicity Index
Customers will pay more for simpler experiences.!
Percentage of Growth of Index/Portfolio!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: 2014 Siegel+Gale Global Brand Simplicity Index
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
And that’s the thing… !The patient journey isn’t simple. As technology continues to evolve, the challenges for simplification increase.
The Accumulating Digital Patient Experience !
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
The Accumulating Digital Patient Experience !
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
The Accumulating Digital Patient Experience !
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Scope: Creating Continuous Experiences Process: Facilitating Deeper Connections Structure: Institutionalizing Innovation
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Exploration
Information
Diagnosis
Action
Treatment
Recovery
Community
Empowerment
Creating Continuous Experiences
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Exploration Diagnosis Treatment Community
Creating Continuous Experiences
Payer Portals
Provider Portals
Diagnostic Portals
Wellness Portals
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Exploration Diagnosis Treatment Community
Information to Knowledge
Knowledge to Action
Action to Recovery
Recovery to Empowerment
Creating Continuous Experiences
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
The Accumulated Digital Health Experience
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Some of you will want to own the whole thing.
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Some of you will partner and be integrated.
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Some of you will be white labeled or “powered by”.
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
To be competitive, you will have to collaborate.
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Process: Facilitating Deeper Connections
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Humantific
Facilitating Deeper Connections !Within the patient journey, how do we build deeper connections with health seekers who are accustomed to retail experiences?
Facilitating Deeper Connections
!We know the experience is bad,�
but our users don’t have a choice.�And any time we spend making it better�comes right out of our bottom line. – Anonymous Client Quote
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Humantific
First of all, start here. !
Design for Care Innovating Healthcare Experience By Peter H. Jones!
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Humantific
Design Approaches in Complexity and Scale
1.0!Traditional
Design! !
§ Communication Challenges
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Humantific
Design Approaches in Complexity and Scale
1.0!Traditional
Design! !
§ Communication Challenges
2.0!Product!
& Service!Design!
§ Product Challenges § Service Challenges § Experience Challenges
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Humantific
Design Approaches in Complexity and Scale
1.0!Traditional
Design! !
3.0!Organizational!Transformation!
Design!
§ Communication Challenges
§ System Challenges § Organization Challenges § Industry Challenges
2.0!Product!
& Service!Design!
§ Product Challenges § Service Challenges § Experience Challenges
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Design Approaches in Complexity and Scale
Source: Humantific
1.0!Traditional
Design! !
3.0!Organizational!Transformation!
Design!
§ Communication Challenges
§ System Challenges § Organization Challenges § Industry Challenges
4.0!Social!
Transformation!Design!
§ Country Challenges § Society Challenges § Planet Challenges
2.0!Product!
& Service!Design!
§ Product Challenges § Service Challenges § Experience Challenges
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Design Approaches in Complexity and Scale
Source: Humantific
1.0!Traditional
Design! !
3.0!Organizational!Transformation!
Design!
§ Communication Challenges
§ System Challenges § Organization Challenges § Industry Challenges
4.0!Social!
Transformation!Design!
§ Country Challenges § Society Challenges § Planet Challenges
2.0!Product!
& Service!Design!
§ Product Challenges § Service Challenges § Experience Challenges
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Courtesy of Aaron Walter
01: Discover
02: Define
03: Design
04: Develop
05: Test
06: Deliver
Week 01 Week 02 Week 03 Week 05 Week 04 Week 06
PRO
TOTY
PE
STO
RYB
OA
RD
Minimum Viable Product
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Minimum Viable Product
Source: Courtesy of Aaron Walter
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Functional
Minimum Viable Product
Source: Courtesy of Aaron Walter
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Reliable
Functional
Minimum Viable Product
Source: Courtesy of Aaron Walter
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Usable
Reliable
Functional
Minimum Viable Product
Source: Courtesy of Aaron Walter
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Design
Usable
Reliable
Functional
Minimum Viable Product
Source: Courtesy of Aaron Walter
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Courtesy of Aaron Walter
Emotional Design
Usable
Reliable
Functional
Minimum Viable Product
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Courtesy of Aaron Walter
Emotional Design
Usable
Reliable
Emotional Design
Usable
Reliable
Functional Functional
Minimum Viable Product
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Courtesy of Aaron Walter
Emotional Design
Usable
Reliable
Emotional Design
Usable
Reliable
Functional Functional
Here
Not Here
Minimum Viable Product
!When presented with simple experiences that combine usability, trust, and emotion, a memorable connection is made.
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Courtesy of Aaron Walter
The Importance of Emotional Triggers
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Trigger: Animation
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Trigger: Familiarity
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Trigger: Familiarity
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Trigger: Familiarity
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Trigger: Voice
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Trigger: Photography
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Trigger: Photography
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Trigger: Photography
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Trigger: Video
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Emotional Trigger: Color
Source: Courtesy of Vera Kamin
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Courtesy of Vera Kamin
PROJECT X
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
!Structure: Institutionalizing Innovation
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
2000: Brand !Brand involves a person's behaviors, attitudes, and emotions about using a particular product, system or service.
2010: User Experience !UX involves a person's behaviors, attitudes, and emotions about using a particular product, system or service.
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Organizational Structure
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
CMO CTO Sales
Marketing Design
Delivery Technology
UX
vs vs vs
Chief Digital Officer
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
CMO CTO CDO
8 Key Roles & Responsibilities
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!Source: Joe McKendrick, ZDNet
Maintain an easy-to-explain story For the corporate digital strategy. 01:
Earn company-wide commitment For the digital strategy. 02:
Embrace data-based Experimentation. 03:
Connect with digital experts in within the broader industry. 04:
Speak multiple business languages (IT, Marketing, Strategy, Finance) 05:
Strive for tangible and Measurable results. 06:
Keep the strategy fresh with the latest innovations and trends. 07:
Maintain commitment to executing the strategy over multiple years. 08:
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Chief Digital Officer !The Emergence of the Chief Digital Officer
§ CDOs Worldwide in 2012: 225!§ CDOs Worldwide in 2013: 448!§ CDOs Worldwide in 2014: 1000+!!
Source: The CDO Club
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Chief Digital Officer !
On Tuesday, March 24, 2015, President Barack Obama named Silicon valley veteran Jason Goldman as the White House’s first-ever Chief Digital Officer.
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Opportunity to Lead Change
Source: Humantific
1.0!Traditional
Design! !
3.0!Organizational!Transformation!
Design!
§ Communication Challenges
§ System Challenges § Organization Challenges § Industry Challenges
4.0!Social!
Transformation!Design!
§ Country Challenges § Society Challenges § Planet Challenges
2.0!Product!
& Service!Design!
§ Product Challenges § Service Challenges § Experience Challenges
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Owning the Patient Journey !Chief Digital Officers guide the digital experience through the accumulated details of every touchpoint and interaction.
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
People will forget what you � said, and what you did, but � they will never forget the way � you made them feel. ! – Maya Angelou
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
People will forget what you � said, and what you did, but � they will never forget the way � you made them feel. ! – Maya Angelou
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Owning the Patient Journey !70% of buying experiences�are based on how the customer feels they are being treated.
Source: 2014 McKinsey
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Owning the Patient Journey !70% of consumers are more likely to recommend a brand because it provides simpler experiences and communications.
Source: 2014 UX Magazine
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Owning the Patient Journey !By 2020, customer experience will overtake price and product as the key brand differentiator.
Source: Customers 2020 Report, Walker
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Owning the Patient Journey !So whether you are a small start up or a large organization, whether you are a physician, investor, technologist, designer, or marketer, ask yourself…
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Owning the Patient Journey !What are you contributing to the patient journey? Are you creating confusion or connections?
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Owning the Patient Journey !Nobody can do it all, but if you connect, people will remember. And if they remember, they will come back.
CONFIDENTIAL © 2015. MentorMate. All rights reserved.!
Thank you.
Jay Miller Chief Engagement Officer MentorMate