MedTouch - Mobile Healthcare Survey 2011


2/11

MedTouch2011 2|P a g e

Theresultsareinforour2011HealthcareMobileSurveyanditlookspromisingforthefutureof

mobile-readyhealthcarewebsitesandmobileadvertising.Thesurveyshowsthathealthcare

organizationsarethinkingalotaboutthemobilewebin2011eveniftheyareallocatinga

relativelytinyamountoftheirbudgettocreatingamobilepresence.Themajorityof

respondentshavewebsitesthatcanbeviewedfromamobiledeviceandthoseorganizations

thatarenotmobile-accessibleareplanningtobesoon.Wemightarguethatbeingaccessibleis

agoodfirststepandmobileoptimizationmakingyourmobilesiteisfriendlyandeasytouse

isamoreimportantachievement,whichrequiresagreaterinvestmentoftimeand,frankly,

dollars.Basedonindustrytrendsoutsideofhealthcare,wearepredictingthatnextyears

resultswilldetailamorecomplexpictureofhowhealthorganizationsareusingthemobileweb

butnonetheless,weareencouragedbythestrongmindsharemobileisenjoyinginour2011

survey.

SurveySummary

WHOTOOKTHISSURVEY?

MedTouchsurveyedHealthcareOrganizationsmostlyhospitalandhealthplans(75%of

respondents)withsomephysiciansgroupsandhealthcare-ishnonprofitsthrowninforgood

measure.Theexacttitlesofrespondentswereasfollows:

20%MarketingDirectors 19%MarketingManagers 14%WebSpecialists 12%Executives 6%Webmasters 29%wereotherordidnotcompletethisquestion

WHATAREPEOPLEDOINGTODAY?

59%oftherespondentorganizationswebsitesareaccessiblefromamobiledevicesuchasasmartphone

iPhone,Droid,Blackberry,etc.Whatdowemeanbyaccessible?Thewebsitelooksokayonsucha

device.LetscallthoseLevelImobilesites.

Unsurprisingly,thetwomostpopularfeaturesareDrivingDirections(22%) andFindaPhysician(22%)as

theseLevelIsitesareaboutmakingcontentmorewidelyaccessible,eventofolkswhoarebrowsingfrom

theirpalm-topratherthantheirdesktops.

Ofthe41%ofrespondentswhosewebsitesarenotaccessiblefromamobiledevice:

77%considereddevelopingawebsitethatismobileaccessible 10%hadnotresearchedmobiledevelopment 13%wereunsureifsomeoneelseintheirorganizationthoughtaboutit


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WHATARETHEINDUSTRYPLANSFOR2011?

Speakingofbudgets,51%ofrespondentshavebudgetallocatedtomobiletechnologiesfor2011but

thesebudgetsaremainlytomakenewversionsoftheirexistingwebsitesmoremobile-friendly.

39%oftherespondentsbelievemobiletoolswillbenefittheirorganizationsintheareaofadministrativetasks,suchasappointmentscheduling,findingdoctors,pre-registration,etc.

32%ofallrespondentsareplanningtodevelopadedicatedmobilesitein2011.Dedicatedmobilesites

letscalltheseLevel2mobilesitesoffertheopportunitytoimprovetheuserexperienceandtake

advantageoftheformfactorofthedevices.Theytypicallyinvolvetheuseofinternalphonefunctions,

suchasGPSsoftwareonthedevices.Drivingdirections,onaLevel2mobilesite,wouldnowincludeturn-

by-turndirections,forexample.

Despitethedesiretomovetheirsitestothenextlevel,thesearegoingtobecost-effectiveprojects

respondentsplanonspendinglessthan5%oftheirmarketing/ITbudgetonmobiletechnologiesin2011.

Only17%oftherespondentsplantostartmobileadvertisingin2011abouthalfofthose(9%total)plan

todosointhenextsixmonthssuggestingthemobileadvertisingmarketforhealthcareremainslargely

unproven,untapped,orboth.

WHYNOTINVESTINMOBILEIN2011?

Themostcommonreasonfornotplanningforamobilewebsiteormobileapplicationisthatrespondents

donotknowenoughaboutthetechnology.Inabilitytoconvinceupper-levelmanagementisnota

factorinrespondentorganizationsdecisionstonotutilizemobiletechnologyandadvertising.Notafactor

atall.Asin,0%.

Mostly,itseems,mobileinvestmentsareamatteroftiming.44%ofrespondentswereunsurewhenthey

wouldstartadvertisingonmobileplatformsandalmostaquarteroftherespondentswerenotfamiliar

enoughwithmobileadvertisingtoconsideritaspartoftheiradvertisingstrategyin2011.

Ifeducationistheonlythingholdingyouback,pleasebeintouchwithus.Wedbeveryhappytohelp

customizethissurveyintoapresentationthatwouldhelpeducateyourorganizationontheopportunity

formobilesitesthisyear.

[email protected],ideas,oropportunities.


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Whattypeoforganizationdoyourepresent?

Howmanyemployeesdoesyourorganizationhave?

44%

6%4%

29%

17%

Hospital

HealthPlan

PhysicianGroup

HealthSystem

Other

13%

11%

7%

4%62%

3%

0-250

250-500

500-750

750-1000

>1000

Other


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Ifno,haveyouconsidereddevelopingawebsitethatisaccessiblefroma

smartphone?

Whatplansdoesyourorganizationhavefordevelopingamobilewebsiteor

amobileapplication?

77%

10%

13%

Yes

No

Don'tknow

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Myorganizaon

alreadyhasa

mobilewebsite

and/ormobile

applicaon

Intheplanning

phase(i.e.budget

allocatedor

accepng

proposals)

Currently

researchingthe

subject

Noplansto

developamobile

websiteand/or

mobileapplicaon

Haven'tthought

aboutit


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Ifnoplans,why?

Doesyourwebsitehaveanyofthefollowingfeaturesforpatientsto

interactwiththehospitaland/orphysicians?

12%

50%

38%

0%

Nobudgetallocated

Don'tknowmuchaboutit

Can'tseeabenefitfor

organizaon

Can'tconvinceupper-level

management

4%

22%

7%

25%

18%

9%

9%

6%

Emergencyroomwaitmes

FindaDoctor

Schedule/cancelappointments

Direcons

ContactForm

Wayfinding

Noneofthese

Other


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OtherFeatures:

Quickfacts Symptomchecker LinktoNewsblog Createareferral Contenttosurgeonsfromourwebsite Patientnavigation Pharmacy Prescriptions Healthmonitoring Onlineriskassessments

Whattypeofnewmobiletoolsdoyoufeelwillbenefityourorganization?

OtherTools:

Apatientportalapplication Urgentcarewaittimes Emergencyalerts Bettercontentdeliverytosurgeons Locations

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Toolsfor

administrave

tasks

(appointment

scheduling,finding

doctors,pre-

registraon,

direcons,etc.)

Toolsforpaents

tomonitortheir

ownhealth

Toolsfor

physiciansto

monitorpaents

health

Dontfeelthatnew

mobiletoolswill

benefitthe

organizaonatthis

me

Other


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Applicationtofacilitatereferrals

Whatpercentageofnextyearsmarketing/ITbudgetwillbeallocatedto

mobiletechnologies?

Hasyourorganizationconsideredmobileadvertising?

0%

10%

20%

30%

40%

50%

60%

Nothingis

allocatedatthis

me

30%


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Ifyes,whatisyourbudgetformobileadspendingthisyear?

Ifno,whendoyouplanondoingmobileadvertising?

31%

8%

33%

4%

24% Yes

Wecurrentlydomobile

adversing

No,wedon'thavebudget

allocatedtomobileadversing

No,wedon'tfindanybenefitto

mobileadversing

No,wedon'tknowmuchabout

mobileadversing

0%

10%

20%

30%

40%

50%

60%

70%

80%


11/11


AboutMedTouchMedTouchhelpshealthcareorganizationssucceedonline.Bymarryinginteractivemarketing

strategywithcreativeandtechnicalexcellence,MedTouchensuresitsclientsachievespecific

andmeasurableresults.Thoseclientsincludedozensofnationally-rankedacademicmedical

centers,communityhospitals,rehabilitationfacilities,healthplans,andhealthcare-relatednot-

for-profitsinovertwentystates.Fromconsumer-focusedwebsitestopatient-centricsocial

mediachannels,onlinephysicianrecruitmentprogramstoresults-drivensearchmarketing,MedTouchmakeshealthcareinteractive.

Formoreinformationvisitmedtouch.com,call866-MD-TOUCH(866-638-6824),followuson

Twitter@MedTouch,[email protected]

9%

17%

3%

44%

24%

3%

Nextsixmonths

Nextyear

Nextthreeyears

Unsureatthisme

Slllearningaboutthe

technology

What'smobileadversing?

MedTouch - Mobile Healthcare Survey 2011

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