Plugging in to the Patient

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Plugging in to the Patient

• Healthcare Marketing Trends on the Web
• By Rita Vest, Vest Advertising, Digital Media PR

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A Note to the reader

• This presentation was made using two screens.
  One showed the power point slides, while another
  was used to surf the internet to illustrate the
  speaker points. For the readers benefit, we
  have placed all the links to the web at the spots
  where we referenced the web. Please feel free to
  click through to these sites and explore. Youll
  experience the presentation more completely this
  way.

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Where do consumers get health information?
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Integris HealthIntegrisok.com

• Health Essentials Club Offers extensive,
  personalized information, special offers and
  classes
• Video channel set up like a local television
  newscast

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Integris Health
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Integris Health

• Enewsletters on topics such as breast health,
  diabetes, childrens health, mens health, mind
  body, etc., with national and local news mixed
  in.http//www.integris-health.com/INTEGRIS/en-US/
• Podcast libraries --- http//www.integris-health.
  com/HealthLibrary/podcast.aspx
• Guardian Angel program http//www.integris-health.
  com/ih/layouts/ibmcfoundation/angels/index.html

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Scripps Healthhttp//www.scripps.org/

• Site designed in small bits, so you can read it
  from your mobile device
• Home page allows you to control the size of your
  print
• Terrific quick find feature
• Condition searches integrate all information
  together under large groups, cancer, heart
  disease, etc.

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MD Anderson Medical CenterMDAnderson.org

• Patient Power theme puts everything in the
  patients point of viewhttp//www.mdanderson.org/a
  bout_mda/patientpower/
• Comprehensive webcasts, a live 60 minute show 2
  times a monthhttp//www.mdanderson.org/about_mda/p
  atientpower/display.cfm?id581881A3-1724-4DFD-90B2
  847055D5A5F0methoddisplayFull

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MD Anderson

• Also loaded to YouTube, increased views from
  20,000 to 50,000 monthly
• Huge variety of online newsletters for patients
  and for doctorshttp//www.mdanderson.org/cancer_pr
  o/cs_resources/display.cfm?idFA16C4D2-739D-11D4-A
  EBD00508BDCCE3AmethoddisplayFull
• Cancerwise Twitter accounthttp//twitter.com/cance
  rwise

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MD Anderson Cancer Center www.mdanderson.org

• Ties in beautifully with national television ad
  campaign
• Patient referral portal allows you to directly
  communicate with physicians https//my.mdanderson.
  org/
• Patient Stories beautifully done
• Elegant design

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UW Healthhttp//www.uwhealth.org/

• This site offers tremendous functionality for
  patients and families
• Pay a bill or check on charges
• Send e-cards
• Order flowers and gifts
• Prescription refill requests
• Social Networking--Care page program allows you
  to update friends and families of your condition
  with your own customized pages

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What patients often need, but have trouble
getting

• Good background information about their
  conditions
• Better detail about the procedures or surgeries
  they will be having
• Reminder information and details about prep, what
  to expect
• Background information about the choices they
  have for treatment

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EmmiSolutions.com

• Animations explain the procedures in detail
  http//www.emmisolutions.com/
• All information on laymans level
• Provides information on prep and what to expect
  from treatments in recovery
• Patients can put in a question to the physician
  at any point during the presentations.
  Physicians see the communications on a dashboard
  which helps them manage the incoming
  communications.

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Duke HealthDukeHealth.org

• All custom contentno Web MD inspired news
  engines http//www.healthnewswebsite.com/
• Email newsletters contain latest VNRs, research
  and background on various areas like Obesity
  research, cancer, etc. Reporters and individuals
  can subscribe to a newsletter based on a subject.
  http//www.dukehealth.org/RSS.xml?TypeArticlepat
  h/dukehealth/HealthLibrary/AdviceFromDoctors/Your
  ChildsHealthrss_titleDukeHealth.orgYourChild
  27sHealth

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What can we learn from the Healthcare Industry?

• Combine your online advertising with VNRs
  (www.thebostonchannel.com)
• Scale down your designs into mobile-friendly
  bites
• E-newsletters in specialty topics
• SEO, and designing your site with keywords
• Add Digg, Delicious and RSS Feed capability
• Use more live videos, and VNRs whenever possible
• Load all videos onto You Tube
• Allow the reader to personalize their content and
  feeds
• Provide resources that get people coming back
  again