[HL]: Case Study: Catching up with Catherine
[SH]: Our first Conversational AI Engagement Platform is generating valuable conversations and meaningful results.
[intro motion sequence direction – this can also be used for LI]
Cycle through real customer feedback in Catherine (3 quotes)
“Please provide feedback to Mercy Health this is amazing!”
“You’ve been very helpful, thank you!”
“We all need someone like you.”
[Catherine Logo]
A personal digital assistant for orthopedic care
Brought to you by Mercy Health
Powered by AI. Perfected by Physicians.
Chat Now [like a button]
[Brado logo]
____________________________________________________________________________________
[BODY COPY]
Recommended hours of sleep per night.
Hours in a standard workday.
How long it takes to stream 9.15 episodes of your favorite crime drama.
What do all of the answers have in common?
The number eight.
According to a recent survey from the American Academy of Physician Associates, eight is also the minimum number of hours per month US adults spend attempting to navigate the complicated U.S. healthcare system. The survey, conducted by the Harris Poll, reports 73% respondents also say the healthcare system fails to meet their needs in some way, causing them to delay care. With today’s advanced technology, new modes of access, and varied insurance options, how is this possible? This conundrum drives our team at Brado to continuously evolve our Conversational AI Engagement platform. Our goal? Improve patient experience by putting patients at the center of a personalized approach to care.
Our original mission, in action today.
For the past 25 years, we’ve been achieving insight in healthcare journeys. Our insight is used in strategic planning and custom business problem solving for some of the world’s largest healthcare systems and brands. In [XXXX year], we began applying our proprietary insight to Conversational AI. Our creatively
trained strategists, researchers and problem solvers are now responsible for training cutting-edge technology — making healthcare guidance easier for patients wherever and whenever they need it. In late 2023, we launched Catherine, an AI Conversational Engagement Platform for Bon Secours Mercy Health. Catherine helps people navigate the dementia caregiver journey with more empathy and confidence. With Catherine’s success, we expanded her knowledge base to additional journeys — starting with orthopedics.
Building beyond dementia to address chronic pain conditions.
Our orthopedics pilot launched with Cincinnati-based Mercy Health in Fall 2024. At the core of this evolution is proprietary customer journey mapping, informed by real conversations with patients and caregivers navigating different types of chronic pain. Research showed fatigue, anxiety, sadness, and a reduction in quality of life often accompany the orthopedic pain journey.There is a distinct opportunity through AI-powered personalized engagement and thoughtful, educational answers to improve patient outcomes and help patients feel more supported when making decisions about their care.
[animated video Eddie made of catherine and orthopedic chat happening]
The pilot also deployed our Mile Zero(SM) targeting strategy with a mix of paid search and Google Performance Max that connects with prospective patients at the very beginning of their health journey. This allows us to capitalize on where search volume is high, and competition is low.— enabling brands to foster a valuable experience with consumers well before they talk to a physician.
Trained by primary research. Tested and perfected by Mercy Health physicians.
To ensure the Mercy standard of care, physician review and insight was crucial to supplementing our customer journey research maps and media strategy. We partnered with a diverse clinical team to:
· Align on how Catherine could drive value for the orthopedic business.
· Identify relevant topics where Catherine could lend meaningful guidance.
· Review possible question and answer pairs generated by Catherine for comprehension, depth and accuracy.
· Test the platform through prompts and user exercises to simulate real world usage.
Catherine is engaging in meaningful conversations and delivering positive performance.
For the first three months of the program, we’re reporting notable metrics. Not only are we effectively finding prospective patients in their orthopedic journey, but we are also aiding at different points in the traditional marketing “funnel” — from someone with early pain onset all the way to someone researching surgeons. This allows us to test different audience segments and ensure we’re providing a meaningful experience as Catherine continues to learn from their activity. We use this learning to enhance the depth of guidance and increase the rate at which people chat. The result? More patient interactions.
[these should be called out to the side with icons or some sort of visually engaging format]
CTR of 3.7% above the industry average for healthcare
41% reduction in cost per engagement
1800 interactions with Catherine
Reached a 40% share of voice for client vs competitors
We are creating a digital front door to a variety of healthcare needs.
We continue to expand our orthopedic offering with Bon Secours Mercy Health and are currently preparing the launch of Catherine in their Greenville and Richmond markets in June of 2024. In addition, research is underway to offer more healthcare journeys in the Conversational AI Platform portfolio, including cardiac health, primary care, and oncology. Ready to learn how Conversational AI can transform how you engage with consumers? Contact Andy Parham.