Download Best Practices in Health Care Marketing Analytics

A Suite Approach to Mobile Apps
Jason Papagan (@jpapagan)
Director of Digital Strategy
Communications & Marketing
UNC Health Care
Dana Harris (@DanaHarris20)
Marketing & Communications Manager
Communications & Marketing
UNC Health Care
UNC Health Care
About UNC Health Care
 Collectively, over 20k doctors, nurses, co-workers
 Entities include



UNC Hospitals (Academic Medical Center)
Six community hospitals, including
Rex Healthcare – 660 Beds & 34k inpatients annually
Plus over 3,000 affiliated physicians
“We need a mobile app.”
“Ok.”
“Ok.”
“Why?”
“every other hospital is coming out with an app.”
“every other hospital is coming out with an app.”
“we just need to be in that space.”
“every other hospital is coming out with an app.”
“we just need to be in that space.”
“people need to be able to access
our (locations),
(physicians),
(wait times),
(etc.), in an app.”
Mobile App vs. Mobile Website / Responsive Website
“So… How should we differentiate?”
Finding Information
(one-off)
VS.
Providing and/or
enhancing a recurring
experience
• Targeted Patient Groups
• Targeted Patient Groups
• Cancer Treatment
• Wellness Centers
• Birth Centers
• Blood Donors
• Heart & Vascular
• Bariatric Surgery
• Outpatient Rehab
• Etc.
Mobile App Criteria
•
Contains 1 or 2 unique features that enhance the
patient experience
Mobile App Criteria
Contains 1 or 2 unique features that enhance the
patient experience
• Is not a duplication of information/offerings better
served on the mobile website
•
Mobile App Criteria
Contains 1 or 2 unique features that enhance the
patient experience
• Is not a duplication of information/offerings better
served on the mobile website
• Creates a recurring experience or addresses a
recurring need
•
Mobile App Criteria
Contains 1 or 2 unique features that enhance the
patient experience
• Is not a duplication of information/offerings better
served on the mobile website
• Creates a recurring experience or addresses a
recurring need
• Tailored to a specific patient group/service line
•
•
e.g. – cancer patients, wellness members,
expectant/new mothers…
Rex Cancer Care App
The Pilot…
Rex Cancer Care App
The Pilot…
Rex Cancer Care App
Rex Cancer Care App
Rex Cancer Care App
Rex Cancer Care App
Rex Cancer Care App
• Virtual Resource
Center
Rex Cancer Care App
• Virtual Resource
Center
Rex Cancer Care App
• Virtual Resource
Center
Mobile Suite Future for the Health Care System
UNC Health Care
Mobile App Suite

Cancer Care
Rex Healthcare
UNC Hospitals
High Point Regional

Wellness
Centers
Johnston Health
Chatham
Caldwell

Future Service
Lines
Pardee
Nash