Hospital Use of Mobile Technology - A MedTouch Bench Marking Study(1)
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Transcript of Hospital Use of Mobile Technology - A MedTouch Bench Marking Study(1)
-
8/2/2019 Hospital Use of Mobile Technology - A MedTouch Bench Marking Study(1)
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January2012
HospitalUseofMobile
Technology
AMedTouchBenchmarkingStudy
inassociationwiththeSocietyforHealthcareStrategy&
MarketDevelopmentoftheAmericanHospitalAssociation
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AbouttheSurveyInthefallof2011,MedTouchpartneredwiththeSocietyforHealthcareStrategyandMarket
DevelopmentoftheAmericanHospitalAssociation(SHSMD)tofindouthowhealthcareorganizations
areusingmobiletechnology.Some2,950SHSMDmembersfromhealthcareorganizationsaroundthe
countrywereinvitedtocompleteabriefonlinesurveyonhowtheirorganizationsarecurrentlyusing
mobiletechnology.
The
purpose
of
the
survey
was
to
help
identify
industry
trends
and
provide
asnapshotofplansforimplementingmobiletechnologyinhealthcareorganizations.
Atotalof241responseswerereceived,foraresponserateof8.2%andamarginoferrorofplusor
minus6percentagepointsatthe95%confidencelevel.
RespondentProfileWhattypeoforganizationdoyourepresent?
AsshowninExhibit1,almost90%ofrespondentssaidtheyworkedforahospitalorhealthsystem.Of
allrespondents,37%wereemployedbyahealthsystem,while29%workedinahospitalwithmorethan
200bedsand23%inahospitalwithfewerthan200beds.Respondentsemployedbyhealthplans,
rehabilitation
hospitals,
physician
groups,
and
integrated
delivery
networks
accounted
for
the
remaining
11%.
Exhibit1.RespondentOrganizations,byType[N=221]
Inwhichgeographicregionisyourorganizationlocated?
AsshowninExhibit2,threeoutoffourrespondentsworkforhealthcareorganizationslocatedinthe
Midwest(34.2%),Southeast(20.9%),orNortheast(19.2%).TheSouthwest,WestCoast,MidAtlantic,
andMountainStatesregionsaccountfortheremaining30.2%.(Percentagessumtomorethan100%
becauseofmultipleresponses.)
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Exhibit2.RespondentOrganizations,byUSRegion(Top3Responses)[N=234]
Whichbestdescribesyourdepartment,andwhatisyourroleintheorganization?
AsshowninExhibit3,amajorityofsurveyrespondents(61%)identifiedthemselvesasmarketing
professionals,followedbycommunications/publicrelations(21%)andbusinessdevelopment/strategic
planningprofessionals(13%).Only1.4%ofrespondentsidentifiedthemselvesaspartofawebteam
separatefrom
the
marketing
department,
with
0.5%
representing
IT
and
0.9%
interactive
and
digital
marketingdepartments.Severalrespondentsworkfordepartmentswhoseresponsibilitiesinclude
businessdevelopment,publicrelations,orinteractiveweb.Thisprofilesupportstheobservationthat
healthcaremarketingandcommunicationsprofessionalswearmanyhatsandcontributetomany
differentfunctionswithintheirorganizations.
Fortythree(43%)percentofrespondentsreportingemploymentasmarketersheldthetitleofdirector,
22%weremanagers,20%wereatthevicepresidentiallevelorhigher,andtheremaining15%identified
themselvesascoordinators,specialists,orassistants.
Ofcommunications/publicrelationsprofessionalsrespondingtothesurvey,56.8%weredirectors,
22.7%weremanagers,13.6%werevicepresidents,and6.8%werespecialists.NoCsuiteexecutives
wereidentifiedinthecommunicationsgroup.
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Exhibit3.DepartmentalAffiliationofRespondents[N=216]
OrganizationalStructureWhichdepartmenthandlesthewebfunctionatyourorganization?
Themajorityofrespondents(65%)saidthatmarketingwasresponsibleforthewebfunction,while21%
identifiedcommunications/publicrelationsasresponsiblefortheweb.Only14%reportedthatITowned
thewebfunction,asignthatinternalroleshaveshiftedwithinhealthcareorganizations.Asthewebhas
maturedintoanimportantmarketingandcommunicationschannel,responsibilityforithasshiftedfromITtomarketing.Inaddition,somerespondentsreportedanoverlapinownershipofthewebfunction.
Forexample,thereweremultipleinstancesofjointwebownershipbetweenITandmarketingaswellas
betweenmarketingandcommunications.
Whichdepartmenthandlesthemobilefunctionatyourorganization?
Whenitcomestomobiletechnology,theinternallandscapechanges.Marketingownershipofthisnew
functiondroppedtoonly45%(from65%forthewebfunction),andITmoveduponlyslightlyto16%
(from14%forthewebfunction).Partofthereasonmaybethatthereisnoclearownershipofthe
mobilefunctioninmanyhealthcareorganizations.Accordingtoonequarterofrespondents,nosingle
departmentownsthemobilefunctionintheirorganization.
Eveninorganizationswithdedicatedweborinteractive/digitalteams,only14%havedesignatedasingle
departmentasownerofthemobilefunction.AfewrespondentsnotedthatITand
marketing/communicationscoownthemobilefunctionintheirorganizationsbecauseoftheirdesireto
developnotonlymobilesitesbutalsomobileapplications.
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MobileWebsitesDoesyourorganizationcurrentlyhaveawebsitethatisoptimizedforamobiledevice?
Sixtysixrespondents(38%)reportedhavinganoptimizedmobilesite,definedasaversionofthemain
hospitalwebsitethatisspecificallydesignedforasmartphone.Ninetyeightrespondents(57%)said
theirorganizationdoesnothaveanoptimizedmobilewebsite,andnine(5%)wereunsure.
Thelikelihoodthatahealthcareorganizationwillhaveanoptimizedsitevariesaccordingtowhich
departmentownsthemobilefunction.Inorganizationsinwhichmarketingownsthemobilefunction,
40%haveanoptimizedmobilesite.Wherecommunications/publicrelationsownsthemobilefunction,
33%haveanoptimizedmobilesite.InorganizationsinwhichITownsthemobilefunction,28%havean
optimizedversionoftheirsite.Thisfindingmayindicatethatmarketingandcommunicationsaremore
concernedaboutimprovingtheirorganizationsmobilevisitorexperienceorthatIThaslessabilityor
budgettomakesuchchanges.
Ifyourorganizationhasanoptimizedmobilesite,whichfeaturesdoesitoffer?
The66respondentswhoreportedhavingoptimizedwebsitesweregivenalistofeightfeaturesand
askedtoindicatewhichwereofferedontheirmobilesites(Exhibit4).Eightypercent(80%)of
respondentswith
amobile
site
offer
aFind
aDoctor
search
feature
on
their
site.
OrganizationsinwhichITownsthemobilefunctionweremorelikelytointegrateoperationalmodules
(e.g.,BillPay,CalendarofEvents,AppointmentRequest,ERWaitTimes,Preregistration)intotheir
mobilesites.Wheremarketingownsthemobilefunction,consumer andproviderorientedfeatures,
suchasFindaDoctor,electronichealthrecord(EHR)Access,andatoolforreferringphysicians,were
moreprevalent.Surprisingly,noneoftheorganizationsinwhichITrunsthemobilefunctionofferedEHR
access.
Someadditionalfindings:
Morethan25%oforganizationswithmobilesiteshadanAppointmentRequestfeature. Slightlyfewerthan25%oforganizationsofferedatooltoallowreferringphysicianstoreferinto
thehospitalviathemobilesite.
12%providedaccesstothepatientsEHR.
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Exhibit4.PrevalenceofSelectedMobileWebsiteFeatures[N=51]
Whichfeaturesofamobilesitearemostandleastimportanttopatients?
AsshowninExhibit5,Directions,withanaverageratingof9.1ona10pointscale,wasratedthemost
usefulmobilefeatureforpatients,followedcloselybyFindaDoctor,withanaverageratingof8.5.
ContactUsandAppointmentRequestcameinat8.4and8.2,respectively.Afterthesefeatures,there
wasasignificant
drop
off
in
average
rating.
Pre
registration
was
given
an
average
rating
of
7,
and
Bill
Payreceiveda6.8.OtheroptionsreceivinglowusefulnessratingsincludedCalendarofEvents,at6.6;
SymptomChecker,at6.4;andPrescriptionRegimen,at6.3.
EventhoughERWaitTimeswasoneofthemorepopularfeaturesonhospitalmobilewebsites(more
than25%deployedthisfeature),ithadthelowestaverageusefulnessrating(6).Similarly,41%of
organizationshavedeployedaCalendarofEventsdespiteconsensusthatitisoneoftheleastimportant
optionsinamobilesite.Asthemobilemarketcontinuestomatureandmoreresearchisconductedinto
whatiseffective,wemayseenewmobilesitesdevelopingdifferently.
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Exhibit5.UsefulnesstoPatientsofSelectedMobileWebsiteFeatures[N=211]
(1=notatalluseful,10=veryuseful)
AsshowninExhibit6,respondentswhosemobilesiteswereownedbythecommunications/public
relationsfunctionratedalmostallofthefunctionalityhigherthandidtheircounterpartsinmarketingor
ITatotherorganizations.Wecomparedthethreetopownerswithorganizationsthatdonothavea
mobilepresence(lastcolumn)andfoundthatallfourhavesimilarviewsoffunctionalityusefulness.
ERWait
Times,
Prescription
Regimen,
and
Symptom
Checks
were
not
highly
favored
in
organizations
in
whichmarketingownsthemobilefunction.AlmosteveryoneagreedthatDirectionsareanimportant
mobilesitefeature,buttherewaslessconsensusontheContactUsfunctionality.
Therewasafullpointdifferenceintheaverageusefulnessratingbetweenthetopfourfeatures
(Directions,FindaDoctor,ContactUs,andAppointmentRequest)andtheremainingsix.
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Exhibit6.UsefulnesstoPatientsofMobileWebsiteFeatures,byDepartmentOwningtheSite
[N=152]
(1=notatalluseful;10=veryuseful)
Marketing
IT
Communications/PR
No
Mobile
Here
ERWaitTimes 5.68 6.50 6.84 6.07
FindaDoctor 8.76 8.45 8.78 8.51
CalendarofEvents 6.67 7.00 7.00 6.69
AppointmentRequest 7.99 8.17 8.73 8.22
Directions 9.05 9.07 9.60 9.07
ContactUs 8.34 8.23 9.56 8.16
Preregistration 6.65 7.54 7.40 7.27
BillPay 6.46 7.07 7.50 7.18
PrescriptionRegimen 5.80 6.57 7.29 6.21
SymptomChecks 5.98 7.29 6.54 6.43
BudgetforMobileTechnologyAs
shown
in
Exhibit
7,
38%
of
organizations
that
are
currently
in
the
mobile
space
do
not
have
adedicated2012budgetformobiletechnology.Attheotherendofthespectrum,morethan10%havea
budgetof$50,000ormorededicatedtomobileinitiatives.Overonequarterhaveabudgetranging
from$1,000to$10,000,and22%haveabudgetrangingfrom$10,000to$50,000.Twelvepercent(12%)
ofrespondentsdidnotknowiftheirorganizationhasa2012budgetallocationformobile.Several
respondentsnotedthatdespitenothavingaspecificbudgetformobiledevelopment,theycouldpull
fundsfromthegeneralmarketingbudgettopayformobileinitiatives.
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Exhibit7.BudgetforMobileTechnology[N=179]
Almost3%ofrespondentshaveallocatedmorethan$100,000tomobilein2012.Thisgroupconsisted
oflargehealthsystemswithhospitalsinmultiplestatesandtheirowndedicatedwebteamsor
interactive/digitalmarketinggroups.
Organizationsinwhichmarketingownsthemobilefunctionhaveahighermobilebudgetonaverage
thanthoseinwhichITorcommunications/publicrelationsownsthemobilefunction.
MobileApplicationsHasyourorganizationdeployedamobileapplicationinthepastyear?Ifyes,onwhichplatformdid
youdeployit?
Sixtyonepercent(61%)ofrespondentshavenotdeployedamobileapplication(app)inthepastyear,
34%have,and6%werenotsure.OrganizationsinwhichITmanagesthemobilefunctionweremore
likely(44%)tohavedevelopedamobileappinthepastyear,comparedwith30%oforganizationsin
whichmarketingleadsthemobilefunction.Only2%oforganizationsinwhichcommunications/public
relationshandles
mobile
deployed
an
app
in
2011.
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AsshowninExhibit8,the70organizationsthathavedeployedmobileappsspentmostoftheirtime
developingthemfortheAppleiOSplatform(77%),followedbytheAndroidplatform(57%).BlackBerry,
at31%,wastheonlyotherplatformtoshowsignificantdeployment,withWindowsappsbeingdeployed
byonly16%.TheresponsespointtoasignificantamountofjointdevelopmentbetweentheAndroid
andAppleiOSplatforms.Themoreprogressiveorganizationsdevelopedformultipleplatforms,
including
BlackBerry
and
Windows.
One
organization
developed
an
app
for
the
Symbian
operating
system.
Exhibit8.PlatformsonWhichMobileAppsDeployed[N=61]
Whichtoolsdidyourorganizationdeployasmobileapps?
Manyofthetools/optionsdeployedasmobileappsweresimilartofeaturesofferedonmobilewebsites
(Exhibit9).FindaDoctorwasthemostpopulartoolinamobileapp,deployedby60%ofresponding
organizations.Hospitalsappeartohavedevelopedfewmobileappsforwellness,healthtracking,or
EHRs.
Theonlytoolsrequiringanappthatwerelistedinthesurveyinstrumentorvolunteeredbyrespondents
wereGPS(globalpositioningsystem)DirectionsandWayfinding,whichcanonlybebuiltinanappand
cannotbereplicatedbyamobilesite.Fortysixpercent(46%)ofrespondentshavedeployedGPSintheir
mobileapps.
ER
Wait
Times
and
Appointment
Request
showed
similar
levels
of
usage,
at
29%
and
21%,
respectively.OneorganizationdeployedEHRaccessviaanapp,andseveralalsodeployedaSymptom
Checkertool.
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Exhibit9.PrevalenceofSelectedMobileApps[N=48]
Hasyourorganizationintegratedpushnotificationsintoitsmobileapps?
Only7%oforganizationshaveintegratedpushnotificationsmessagessenttouserswhohaveoptedin
toreceivethemintotheirmobileapps.Thisisnotsurprisinggiventhatonly70havebuiltmobileapps.
Nearly30%saidtheyareplanningtodoso,and18%didnotknowwhatapushnotificationis.
Willyourorganizationdeployamobileappinthenext12months?
Askedwhether
their
organizations
would
deploy
amobile
app
in
the
next
12
months,
45%
were
planningtodoso,and43%wereunsure.Only12%saidno.
Acrosstheboard,52%oforganizationsinwhichITmanagesthemobilefunctionarehopingtolauncha
mobileappinthenext12months,comparedwith48%formarketingand37%for
communications/publicrelations.
Ifyes,onwhichplatformwillyoubedevelopingthemobileapp?
Ofthe93respondentswhosaidtheywereplanningtodeployanappduringthenext12months,32%
indicatedtheyplantodeployintheWindowsenvironment,upfromthecurrent16%ofWindowsapps
deployments.Bycontrast,thenumberoforganizationsplanningtodeployappsintheAppleiOSand
Androidenvironments73%
and
49%,
respectivelyis
down
slightly
from
current
deployments
(77%
forAppleiOS,57%forAndroid).
Trendingwithitsdecreasingpopularityincorporateenvironments,BlackBerryfellfrom31%ofactual
deploymentsin2011to16%ofplanneddeploymentsin2012.Twentythreepercent(23%)of
respondentsdidnotknowtheplatformtheywouldusetocreateamobileappduringthenext12
months.
60.4%
45.8%
29.2%
20.8% 18.8% 18.8%
6.3% 6.3% 4.2%
Didyoudeployanyofthefollowingtoolsonyourmobileapplication?
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Howwouldyouratetheusefulnessofmobiletoolstopatients?
Weaskedrespondentstoratetheusefulnessoffourmobiletools:mobiledischargeinstructions,mobile
appointmentreminders,mobilemedicationreminders,andmobileoriPadpreregistrationforusein
waitingrooms.AsshowninExhibit10,mobileappointmentreminders,witharatingof7.8ona9point
scale,toppedthelist,followedcloselybymedicationreminders,at7.3.Mobiledischargeinstructions,
with
an
average
usefulness
rating
of
6.1,
were
not
considered
particularly
useful
for
patients
with
mobiledevices.
Exhibit10.UsefulnesstoPatientsofSelectedMobileTools[N=196]
(1=notatalluseful,9=veryuseful)
Responsesshowthatmobileappointmentremindersattractedthemostinterest,whilemobile
dischargeinstructionsreceivedtheleast.
ApplicationsforTabletsHasyourorganizationdevelopedanyappsspecificallyfortablets?Ifnot,doesitplantodosowithin
thenext12months?
Thevastmajority(87%)oforganizationsrespondingtothesurveyhavenotdevelopedappsfortablets
(e.g.,iPad,GalaxyTab).Theremainderwassplit;5%havedoneso,and8%wereunsure.Thesmall
numberof
hospitals
that
are
building
tablet
apps
are
focusing
more
on
tools
for
physicians
than
for
patients,whileahandfularebuildingappsforbothaudiences.
Sixteenpercent(16%)ofrespondentswhoindicatedtheirorganizationsdidnotbuildatabletappinthe
past12monthssaytheyareplanningtodosointhenext12months.Fiftytwopercent(52%)are
unsure,and32%saytheywillnotbebuildingatabletappinthenext12months.
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MobileAdvertisingIsyourorganizationcurrentlyparticipatinginmobiledisplayadvertisingormobilepayperclick
advertising?]
Advertisingonmobileplatformshasnotyettakenoffinthehealthcarefield.Outof200responses,only
19%(38respondents)saytheirorganizationsareparticipatinginmobiledisplayadvertising,andonly
14%
(28
respondents)
are
participating
in
mobile
pay
per
click
advertising.
Some
respondents
were
not
surewhethertheirorganizationswereadvertisingonmobiledevices.Thisresponsemayillustrate
uncertaintyaswellasalackofawarenessofavailablemobileadvertisingopportunities.
OrganizationsinwhichITleadsthemobilefunctionwerethemostlikelytohaveconductedmobilepay
perclickordisplayadvertisingcampaigns.Organizationsinwhichmarketingleadsthemobilefunction
wereaclosesecond.Organizationsinwhichcommunications/publicrelationsrunsthemobilefunction
weretheleastlikelytohavemadetheirfirstforayintomobileadvertising.
QRCodesDoesyourorganizationuseQR(quickresponse)codesonitsprintmaterialsoronsignsonthehospital
campustodrivetraffictoyourwebsite?Ifso,howdoesyourorganizationusethem?
Outof
201
responses
to
this
question,
63%,
or
126
respondents
have
used
QR
codes
on
their
print
materials,32%(64respondents)havenot,andaround6%(11respondents)didnotknow.Thoseusing
QRcodeshaveusedtheminmagazineandnewspaperads(81%),followedbydirectmail(68%)and
patientbrochures(54%).SmallernumbersoforganizationsusedQRcodesinbrochuresforphysicians
(20%)andpublicplaceslikemallsandairports(19%).TheuseofQRcodesonbillboardsbarelyoutpaced
theiruseinhospitalwayfinding,6%to5%,respectively.
MeasuringReturnonInvestmentHowdoyouplantomeasureROIfromyourmobileandtabletinitiatives?Whatkeyperformance
indicatorswillyoubetracking?
AsshowninExhibit11,increasesinpatientvolume,mentionedby62%ofrespondents,arethemost
frequentway
organizations
plan
to
measure
the
success
of
their
mobile
advertising
initiatives.
Increases
inpatientreferralsandineventandclassregistrationweretiedat49%,followedcloselybyincreased
appointmentrequests(47%)andimprovedbrandrecognition(42%).Improvedaccesstomedical
recordsbarelyregistered,withonly3%ofrespondentssayingtheywoulduseEMRaccesstomeasure
thesuccessoftheirmobileinitiatives.Ninepercent(9%)ofrespondentswereunsurehowtheywould
measuremobileadvertisingsuccess.
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Exhibit11.PerformanceMetricsforMobileInitiatives[N=133]
Wealsonotedthatsomerespondentswillbemeasuringhowsatisfiedemployeesandpatientsarewith
thedeployedmobilesiteorapp.
WishListsIfmoneywerenotanoption,whatmobilestrategywouldyoudeploytomorrow?
Inresponsetothisopenendedquestion,severalrespondentstoldusabouttheirdreamsformobileat
theirorganizations(Exhibit12),including:
Bettermobilehealthrecordandpatientportalintegration,includingappointmentschedulingandreminders
Wayfindingdirectoryforuseoncethevisitorisoncampus MobileERandurgentcarecheckin Tabletsinthewaitingroomforpatientstofilloutpreregistrationpaperwork Easyphysicianportalaccess Mobiledischargeinstructions(Respondentsweredividedonthisstrategy;severalwouldliketo
havemobiledischargeinstructions,whileothersdidnotbelievetheywouldbethatuseful.)
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Exhibit12.MostFrequentlyMentionedWordsandPhrasesinResponsetoQuestionaboutFuturePlans[N=112]
AboutMedTouchForthepastsevenyears,MedTouchhasfocusedexclusivelyonhelpinghealthcareorganizations
succeedonline.Bycombininginteractivemarketingstrategywithcreativeandtechnicalexcellence,
MedTouchensuresitsclientsachievespecific,measurable,andmemorableresults.Thoseclientsinclude
dozensofnationallyrankedacademicmedicalcenters,communityhospitals,rehabilitationfacilities,
healthplans,andhealthcarerelatednotforprofitsinmorethan20states.Fromconsumerfocused
websitestopatientcentricsocialmediaandmobilechannels,onlinephysicianrecruitmentprogramsto
resultsdrivensearchmarketing,CRMintegrationtoenhancingpatientportals,MedTouchmakes
healthcareinteractive.Formoreinformation,visitmedtouch.com.
AbouttheSocietyforHealthcareStrategyandMarketDevelopmentThe
Society
for
Healthcare
Strategy
and
Market
Development
is
the
premier
organization
for
healthcare
planners,marketers,andcommunicationsandpublicrelationsprofessionals.Apersonalmembershipgroupof
theAmericanHospitalAssociation,SHSMDservesmorethan4,000membersandisthelargestorganizationin
thenationdevotedtoservingtheneedsofhealthcarestrategyprofessionals.TheSocietyiscommittedto
helpingitsmembersmeetthefuturewithgreaterknowledgeandopportunityastheirorganizationsworkto
improvehealthstatusandqualityoflifeintheircommunities.Formoreinformation,visitshsmd.org.
2012MedTouch
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