The Patient Journey How to Ride the Wave

The Patient Journey How to Ride the Wave Cory Docken / Bluespire 1 Proprietary and Confidential

Today: • What is a patient journey? • Why is it important? • How to map a journey 2 Proprietary and Confidential

What is a patient journey? 3 Proprietary and Confidential

Patient Journey A formal term for the sequence of events to which a patient follows from the point of entry (or pre-entry) into the system triggered by illness until the patient is discharged. 4 Proprietary and Confidential

Patient Journey Map The patient journey map, which outlines all of the patient touch points during each stage of the care journey, aids in creating strategic outreach that improves both patient engagement and satisfaction. 5 Proprietary and Confidential

Campaign A campaign is a marketing effort put forward by a company to drive engagement, conversions, traffic, or revenue. It can involve digital marketing efforts (seo, display media, social), landing pages, marketing automation to drive customer engagement. 6 Proprietary and Confidential

Why is this important? 7 Proprietary and Confidential

Why? • Opportunity to improve care • Opportunity to innovate • Opportunity to personalize content 8 Proprietary and Confidential

New mover: Visit City Finds Housing Google Research Schedules Visits Great School Trulia Awareness Attends Appointment Web MD Making Lists: Housing, School, Doctor Search Decision to Move Telling Family Schedules Appointment Advice from a friend Talks to Friends Housing search 9 Proprietary and Confidential Moves Urgent Care Need Paperwork What about me? Ongoing care

As patients move through the clinical care pathway, use relevant content and technology to guide them down the clinical care pathway – pre-diagnosis to outcome. Consider Evaluate Consult Start Treatment 10 Proprietary and Confidential Advocate Successful Outcome

Why? Opportunity to innovate 11 Proprietary and Confidential

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Marketing Automation Innovat e AI (chatbots) Alexa skills 13 Proprietary and Confidential

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Persona 16 Proprietary and Confidential

Personalize the experience 17 Proprietary and Confidential

Mapping the Patient Journey 18 Proprietary and Confidential

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1 DEFINE 2 INFORM 3 BUIILD 20 Proprietary and Confidential 4 VALIDATE 5 IMPLEMEN T

Patient Journey 1 DEFINE Patient Journey Map 2 INFORM 3 BUIILD 21 Proprietary and Confidential Campaign 4 VALIDATE 5 IMPLEMEN T

1 • What are we trying to solve or create? DEFINE • Who is having the experience? • How does this align to strategic goals? • Is it measureable? 22 Proprietary and Confidential

2 • Stakeholder interviews • External interviews INFORM • Data / Patient records • Surveys 23 Proprietary and Confidential

• Personas 3 • Stages BUILD • Moments of truth • Touchpoints • Data 24 Proprietary and Confidential

Name: ______________ Age: _______________ Job: _______________ STAGE Awareness Acquisition Patient Journey Map MOMENTS OF TRUTH TOUCH POINTS DATA 25 Proprietary and Confidential Cory Docken / Bluespire / 612 414 8798 / cory. docken@bluespiremarketing. com Conversion

Daphne Media Habits Device Usage Brands I Love Age 35 Single Mom 2 Middle School Age Kids Sales Professional “Someday I don’t have any idea how I will do it. But every single day, it still gets done. ” I Feel … • Excited for new beginnings • Proud of what I have done on my own • Worried about my kids • Pressed for time • A little scared CONNECT WITH ME • All new beginnings – new job, new home and single parenting • I am Tech Savvy • Home and Work are integrated – checking email • My kids are my life but I need to work to support them About Me UNDERSTAND ME • I am overwhelmed trying to do it all • I love to laugh • I have no time, every minute counts 26 Proprietary and Confidential EDUCATE ME • To manage my kids health • Give me time saving tools • Make it easy for me – provide detailed directions and a check list. • Let me schedule all the kids at once. • Where is the nearest urgent care?

Name: Daphne Age: 35 years Job: Sales Professional STAGE Awareness New Mover: Patient Journey Map Acquisition MOMENTS OF TRUTH TOUCH POINTS DATA 27 Proprietary and Confidential Conversion

Name: Daphne Age: 35 years Job: Sales Professional Awareness STAGE EVENTS MOMENTS OF TRUTH New Mover: Patient Journey Map THNKING AND FEELING Looking for new school and house Conversion Acquisition Moved Community Event Rollercoaster emotions Settling down Where do I go? TOUCH POINTS DATA 28 Proprietary and Confidential Health Event Scheduling was easy! Happy Patient

Feelings 29 Proprietary and Confidential

Name: Daphne Age: 35 years Job: Sales Professional Awareness STAGE Looking for new school and house EVENTS MOMENTS OF TRUTH New Mover: Patient Journey Map THNKING AND FEELING Conversion Acquisition Moved Health Event Community Event Rollercoaster emotions Scheduling was easy! Settling down Happy Patient Where do I go? Engagement Item 5 K Event TOUCH POINTS DIGITAL MARKETING MAILER LANDING PAGE Email DATA 30 Proprietary and Confidential Email

Name: Daphne Age: 35 years Job: Sales Professional Awareness STAGE Looking for new school and house EVENTS MOMENTS OF TRUTH New Mover: Patient Journey Map THNKING AND FEELING Conversion Acquisition Moved Health Event Community Event Rollercoaster emotions Scheduling was easy! Settling down Happy Patient Where do I go? Engagement Item 5 K Event TOUCH POINTS DIGITAL MARKETING MAILER New Mover’s List DATA LANDING PAGE Email CRM Capture Email Building a database Responders 31 Proprietary and Confidential Email

4 • Patient Interviews VALIDATE • Doctor Interviews • Stakeholders 32 Proprietary and Confidential

• Content development 5 • Design • Configure your technology IMPLEMENT • Deploy • Monitoring results & refine 33 Proprietary and Confidential

Flowchart: Thank you email with downloadable guide Primary Care / Pediatrics Paid search Local search i Pediatrics Nurturing Track Right care / Right time Urgent Care Display ads Direct mail Primary Care Nurturing Track Emergency Care 34 Proprietary and Confidential

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Monitor Results • Form completions from landing page(s) • Response rates from campaign CTAs • Number of appointments scheduled • Number of appointments completed • Conversions to subsequent patient journeys Refine • Agile approach • Weekly status call 36 Proprietary and Confidential

Other Journey s • Bariatrics • Orthopedics • Primary Care • Rural Health 37 Proprietary and Confidential

Resources: 38 Proprietary and Confidential

Bluespire can help • Strategy – Discovery, interviews, patient journey • Content / Design– copy for landing page, emails, display ads, patient guide, radio scripts (other brand awareness elements? ) • Digital Marketing – Free audit, external analysis, can go deeper if provided analytics • Landing Page – Design, form integration (no dev, leverage 3 rd party ex: Google, Pardot) • CRM Recommendation / Stand Up – Ensure functionality is in place to capture prospect/member emails, track visits, views and downloads. 39 Proprietary and Confidential

Thank you Cory Docken Director, Client Solutions – Healthcare M: 612 414 8798 cory. docken@bluespiremarketing. com 40 Proprietary and Confidential