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Saving LivesWith Marketing, Technology and Data Driven CommunicationsM A Y U R G U P T A | @INSPIREMARTECHSenior Vice President, Head of Digital @ Healthgrades

But lets go back a few years, not many actually grew up idolizing certain characters and their larger than life powers and tools SuperMan, still remember my jump suit

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Fast forward, may be 15 years not more

Wingsuit Flying Dont think I ll ever get there but its happening, its pretty insane even the goPro videos

SuperMan becomes a reality

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And of course the Magic Wands, the power of Aladdin, get what you want whenever, wherever at your finger tips

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And Amazon became the real Aladdin the Dash Button, 4 hour delivery is pretty close to instant I would say

From screens to sensors. From active engagement to passive engagement And if you thought that was it, here is more Nike MAG, the world's first self-lacing shoes that were actually modeled by the Back to the Future star Michael J. Fox, who first introduced the concept powered lacing shoes in 1989's sequel of the movie.

Lechal Shoes

Smart bra opens up when it finds true love

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From screens to sensors. From active engagement to passive engagement And if you thought that was it, here is more Nike MAG, the world's first self-lacing shoes that were actually modeled by the Back to the Future star Michael J. Fox, who first introduced the concept powered lacing shoes in 1989's sequel of the movie.

Lechal Shoes

Smart bra opens up when it finds true love --- Japanese brand called Ravijour

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Change has happened.

So the change has happened NOT happening, it has happened

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Everything is digital.

Call it whatever but everything is digital --- we live in a digital world, we market in a digital world, and we need to provide health care in a digital world it is not about Digital Marketing, it will not be about Digital Health

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Of course while many have progressed, some are still stuck. They feel moving fwd is more risk than staying where they are

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HEALTHCARE is like that polar bear that for many decades has refused to move on but the ice is melting fast

http://social.eyeforpharma.com/

I am still new to healthcare but I dont need to be an expert to know this has to CHANGE

17% of our GDP, will be 20% very soon Close to 3 Trillion dollars in total cost, about to be $5 Trillion in less than 4 years $750Billion dollar of this spend can technically be saved its a waste (25-30%)50% of this cost comes from only 5% of total patient population

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42% of Americans spend more than 10 hours researching for a new car.

Its fascinating to see how the role of marketing has evolved over the years. From the point when it was all about PR and great advertising, trying to convince the world that you were different just like the other guy. More white, more soft and more strong. TO now where Marketing is measurable, marketing is growing business, marketing is transforming business, creating new business models.

Since I am now learning more about healthcare, dont think I will go too far in saying that modern marketing will now change consumer behavior and even save lives and that will happen at the intersection of marketing, technology and what I like to call omni-channel communication with data as the lynchpin.

The same principles that have helped brands sell more products to more people more often for more money will now change the face of healthcare and human life.

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34% of Americans spend less than 1 hour to find a doctor.

The average patient goes to the doctor 2-3 times per yearThe average office visit is 15 minutes - so 30 - 45min face time is all that most patients receive annually.

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Current Healthcare model: Consumers enter when sickAverage visit 15 minutesNo more than 2-3x per year Not actively managed

And of course if these patients had leveraged

5 out of 6 would have made a different decision

222,392 lives could have been saved for the RIGHT DECISION

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Cost is shifting to the consumer.

What is making this worse is that on top of that, the networks are becoming more and more narrow while the cost is shifting more and more to the consumer. She has less options but yet has to pay more for the same services.

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CONSUMERISM

The madness has to STOP. She is finally pushing back and challenging the status quo.

She is the same mom who is now used to getting her next supply of TIDE in 4 hours

She is able to get a luxury car waiting for her in less than a minute everytime she needs to leave her house Why couldnt she expect the same level of service when it comes to the most IMPORTANT part of her life her and her familys Health & WellBeing

This my friends is the CONSUMERISM in Healthcare where for the first time, we have an owner for her Health. And it is not the doctor, not the health system. It is the consumer HERSELF. Healthcare is now about Health & Wellness and not just sickness and treatment It is the ultimate shift from VOLUME to VALUE of care and it has started

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The patient is ready to see you, Doctor.

She is setting the bar high

She is demanding answers, she is ready to share more in return of higher value, convenience and care

She is living and breathing a digital life, the question is are we? We are entering an era where the PATIENT will say YES, I am ready to see you Mr Doctor

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The best doctor.The best hospital. The best care.The best price.At a time, location and touch-point of her choice.

And the opportunity for health marketers and brands will be to get her the best doctor the best hospital the best car at the best price at a time, location and touch point of her choice.

And WHY NOT?

If I can find a house in a different country, couldnt a find a local physician within a 5 mile radius?

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The best doctor.The best hospital. The best care.The best price.At a time, location and touch-point of her choice.Why not?

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FRAGMENTATION

But just like those verticals, it isnt that simple.

There is only one roadblock FRAGMENTATION of our entire ecosystem

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ORGANIZATIONAL FRAGMENTATION

ORGANIZATIONAL FRAGMENTATION DATA FRAGMENTATION

ORGANIZATIONAL FRAGMENTATION DATA FRAGMENTATION MARKETING TECHNOLOGY FRAGMENTATION

ORGANIZATIONAL FRAGMENTATION DATA FRAGMENTATION MARKETING TECHNOLOGY FRAGMENTATION EXPERIENCE PLANNING FRAGMENTATION

ORGANIZATIONAL FRAGMENTATION DATA FRAGMENTATION MARKETING TECHNOLOGY FRAGMENTATION EXPERIENCE PLANNING FRAGMENTATION OPERATING MODEL FRAGMENTATION

Its as simple as winning Formula 1.

It is as simple as winning a Formula 1 Race which of course is NOT simple. But lets use that analogy to understand how we need to deliver experiences that may help us with the race with the consumer. Lets break the whole process into 3 parts if there are any race drivers here, I apologize for over simplifying the Art & Science here

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ConnectedEcosystem

The way to solve fragmentation is by creating a connected ecosystem. Drive convergence.

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EMBRACE DATA & MARKETING TECHNOLOGY

This should not be complex to figure out.

You dont win the race with just the tires or a great engine. You cant even drive the car. The pieces have to come together. The driver drives the assembled car not the pieces.

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Our world of marketing technology is the same way the consumer does not see the technology or the data, she sees and feels the experiences that are delivered when these technologies come together. Our biggest challenge is we are still technology obsessed. WE are focusing on building technologies, not building human experiences leveraging these technologies

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In an ideal world, you would like to shift that paradim and align these marketing technologies to only 2 objectives:

1. The consumer need and desire 2. The business problem that you need to solve

Nothing else really matters

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Now there could be so many different ways of slicing and dicing these, am sure Scott and team is still going through a number of STACKIEs responses. The real challenge is still how these capabilities are wired and not so much how great they may be in isolation.

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Our understanding of the consumer is isolated by channels and touch-points

A single mom is treated as five different moms

.COM MomSearch MomEmail MomPaid Media MomHospitalMom

A JOURNEY THAT GETS BROKEN AT EACH TOUCH POINT

And more often than not, she is 5 or 10 different moms for us. She is a different mom per channel, and that isolated Understanding of her drives the isolated experiences 33

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When we do that, we end up creating a connected ecosystem even in a complex world of healthcare where on one hand you re capturing all signals to understand more and more about who she is and her needs, and using communication to drive engagement and participation. But these machinery is enabled through an underlying marketing technology ecosystem.

OmniChannel Experience & Communication Planning

Now that you have the data and insight, its all about PLANNING but not in pieces but holistically

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EMBRACE DATA & MARKETING TECHNOLOGY

Think about it. F1 didnt just bolt on amazing engines to amazing drivers. They made it a data driven science, data driven PLANNING

The track temperature, the weather and the moisture in the air How much fuel weight do you want where Pole positioningNumber of pitstops when to make the pitstop Analysis from past performances Comparative studies, understanding behavior Its done by one team, each lap is not given to a different team to analyze --- There is ONE plan not 20 different plans for each lap or each curve

Because there is ONLY one goal win the race.

EMBRACE DATA & MARKETING TECHNOLOGY

I like to summarize that process by using the 5 Cs, putting the consumer at the center, driving convergence and then using CONTEXT that tells you who she is, where she is in her journey, what her needs are as ONE MOM and ONE HUMAN BEING and not 10 different moms.

How do you then plan your communication and content using that CONTEXT and not in isolation. If we did that you will organically drive a commercial or desired behavior, whether that is buying the next supply of TIDE or making your next appointment

Now what does that mean in our world --- where there is no dearth of data ANYMORe. The only question is if we know how to apply it.

For instance, did you know that85% of a populations wellbeing, its quality of life, is due to factors other than medical care and that outcomes are based largely on the social determinants of health.

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Tarlov, A.R., Public Policy Frameworks for Improving Population Health. Annals of the New York Academy of Sciences, 1999. 896(SOCIOECONOMIC STATUS AND HEALTH IN INDUSTRIAL NATIONS: SOCIAL, PSYCHOLOGICAL, AND BIOLOGICAL PATHWAYS): p. 281-293.A large body of evidence indicates that social and societal factors exert a major influence on health.1

Alvin Tarlov in his seminal 1999 publication "Public Policy Frameworks for Improving Population Health explained this gap. Which means the health data that everyone is going after only contributes to 15% to your actual well being.

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The Social Determinants of Health are Now Knowable for Every Patient

Consider that, for the first time in history of society the social determinants of health are now knowable for every patient. Let that sink in for a minute. Said another way - the specific factors that determine 85% of a populations wellbeing, and its quality of life, which have previously been known only at a macro population level, are now knowable, and perhaps actionable, at the household and individual level.

Now without meaning to gloss over, or minimize, the real privacy concerns that all of this poses, I would like to change our direction slightly and touch on the notion of what if we could use all of our consumer life data detritus for good, rather than evil? What if we could use consumer life data to enhance the health of our society - instead of using it only for commerce. The clinical implications of real, comprehensive consumer life data are staggering.

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There are many precedents, from many other industries, where household socioeconomic and behavioral data are being used to predict and influence future events. For example, consumer cloud data is used by direct marketers everywhere for both online and offline targeting. We are predicting shopping behaviors. Whether this is the next display ad that is targeted at you, the next email or direct mail, it is all driven by your online and offline behavior, and predicting your next action.

Other examples include: the FICO score used in finance, banking and retail to estimate the credit worthiness of individuals, predictive policing is becoming common in law enforcement, and more recently, consumer cloud data is being used in many employer sponsored wellness programs.

The same models are now being applied in healthcare to predict health conditions and drive higher prevention through timely intervention

At Healthgrades, just like many other companies, we have compiled a big database about households. We house data on over 227 million individuals from thousands of 2nd and 3rd party sources. In short, who you are, where you live, who else lives there, whether you rent or own, how many bedrooms you have, if you pay your bills on time, what year of car you drive, where you go, what you watch, read, buy and so on, and so on.

We then match that data, with clinical and patient generated health data. Currently, its matched to over 516 million patient encounters that are codified into over 3 billion clinical concepts.

We then build predictive models; in our case we use neuro classifiers and back-propagation neural networks to identify patterns in the data that are associated with an increased likelihood for a discrete medical event, within a specified time frame. What this diagram is intend to show is how a hugedatabases is formed by pulling health and non-health information from thousands of sources. The purpose of all of this is to gain a deep understanding of how much in common each patient has with patients that have had a specific clinical event in the past. AND equally important, how do they differ from patients that did not have the event in question? So, instead of the handful of clinical variables that humans can reliably handle, these systems can pull in billions of variables and predict the likelihood of an event for an individual based on statistical science - not opinion.

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EMBRACE DATA & MARKETING TECHNOLOGY

Once you understand the data, the science, then its a question of planning the race using these insights

Identify Key Moments & Inflection Points Through The Journey

DATA SIGNALSKEY MOMENTS

Behavioral Segments

Relevant Content for Behavior

Inspire Behavioral Change

CONTEXTWHAT, WHEN & WHERE SHE WANTSCONTENTCAREX=REAL TIME BEHAVIORRIGHT EXPERIENCE AT THE RIGHT TIMETHE DESIRED RESULT

Understand Behavior

Stage of Journey

You apply that thinking into planning and content strategy framework that centers around the HUMAN BEHAVIOR and NOT around the CHANNEL. You understand the inflection points that represent the behaviors you want to change. You capture the data signals that define her CONTEXT and now map your content by behavior instead of by channel. Of course you still deliver it through the channel but now your messaging is consistent across channels based on who she is and her context as a human and NOT because its email vs search vs paid.

After all, if she is someone showing high propensity of cancer and should consult an oncologist, that need does not change by channel or touch-point. 43

Is my health getting better or worse? What should I be doing to stay on track?Patient

Do I know how my patients are doing between visits? Are they getting the guidance they need?DoctorALWAYS-ON ENGAGEMENT MODEL

If you leverage that model, you end up creating an always-on system of engagement which is not bound by time.

Doctors understand the patient health and needs in between those visits

Patients understand their health, are they on track, do they need to change behavior

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Agile Delivery & Operating Model

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EMBRACE DATA & MARKETING TECHNOLOGY

Lastly, your ability to drive the machine and execute to the plan --- at the end, its all about the EXECUTION

Marketing is speeding up[image coming]

Source: pennystocks.la/internet-in-real-timeIts all speeding up

Marketing program performance is less predictable today. So while planning is important, it is even more important to be ready to modify plans.

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EMBRACE DATA & MARKETING TECHNOLOGY

How well are you able to measure, analyze and optimize in an always on way

Are you building an agile mindset that focuses on small iterations, focuses on killing the siloes, collaboration and rapid iterations

EMBRACE DATA & MARKETING TECHNOLOGY

ALWAYS LISTENINGALWAYS TESTINGALWAYS LEARNING

A marketing model that focuses on:

Always ListeningAlways Testing Always Learning

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Thats how the modern physician will look like.

52Marketing, Technology and Communication Can Save Lives

Marketing, Technology & Data Driven Communication CAN SAVE LIVES!

And yes, I do believe that we can actually SAVE LIVES at the intersection of Marketing, Technology and Communication.

Thank You.MAYUR GUPTA | @INSPIREMARTECHSENIOR VICE PRESIDENT, HEAD OF DIGITAL @ HEALTHGRADES