by Rob Petersen
Is mobile marketing ready to change healthcare? You decide:
- 56% of US consumers prefer like the idea of remote healthcare (source: Price Waterhouse Cooper)
- 41% prefer care delivered via mobile devices (PWC)
- 40% of office visits could be replaced by eVisit (source: Mayo Clinic)
- 30% of the 9000+ healthcare apps available are targeted at physicians at clinicians (PWC)
- 900+ hospitals are actively using social networking tools to communicate with patients (MC)
Mobile marketing is defined as interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders. Examples of “interactive wireless media includes smart phones, mobile websites, tablets (iPads), apps, SMS messaging and mobile social networking.
Does it generate value? The facts suggest mobile marketing should have transformation impact is healthcare. However, return on investment (ROI) in healthcare is accountable to multiple standards – profits and patient health outcomes.
Does mobile marketing “show me the money.” Here are 7 case studies that prove the ROI of mobile for healthcare marketers.
HEALTH CARE FOR THE UNINSURED
- LTP MEDICAL MOBILE INC (aka “The Health Nut”): Is is a non-profit organization whose mission is to serve the medical needs of the uninsured population of Lincoln Parish, Louisiana, through mobile medical care and a mobile clinic. It is estimated to have had a $3,000,000 impact on the Lincoln Parish economy. It delivered 2546 services, saved 35.9 “quality adjusted life year” for and estimated value of $2,514,436. It also saved $444,180 in emergency visit cost. It had a 6-to-1 ROI.
SOCIAL NETWORKING FOR HIGH RE-ADMITTANCE PATIENTS
- CLEVELAND CLINIC: By structuring a cross-functional team to enable education, collaboration, and smart governance, the Cleveland Clinic deepened engagement with its consumers around the globe – both providers and patients. They used Facebook and Twitter for daily wellness tips; LinkedIn for professional recruitment and YouTube for content on diseases and patient stories. They saw increased website traffic, attendance at health lectures go and, most importantly, new and existing patients making and keeping more appointments.