Bioscape Digital’s CEO Stuart Bracken delivered an engaging and fun presentation at SouthWiRED 2014 titled “How Health IT Enables Patient Engagement”, in which he explained the Bioscape’s approach for engaging patients. He believes that patients must be thought of as consumers, and his approach for consumer engagement is based on four key rules: timely, relevant, low-friction, and customized.

Timely means engaging the consumer when they care about the content and transaction the most, relevant translates to targeting the right audience, low-friction means that the content and transaction someone wants to deliver must have virtually no barriers to adoption, while customized intends to make the content and transaction smart and personalized, striving to tailor the information to the consumer’s wants and needs.

Another of the main takeaways from his presentation was the importance of understanding the difference between “Content vs. Transaction”. He believes that delivering great content is essential, though it is key to understand that the transaction is actually what the consumer is looking for, and making the transaction as relevant, timely, low-friction, and customized as possible is what actually matters in order to effectively engage consumers.

Now in its fifth year, SouthWiRED (formerly Digital Atlanta) is one of the Southeast’s largest and longest-running digital conferences starring the country’s top innovators and fueled by a killer agenda of top-notch content, unparalleled networking, and cross collaboration.

Hosted each year in Atlanta, the five-day brain exchange features the biggest innovators in digital technology and media– giving attendees all access to best practices, industry trends and next generation breakthroughs. This year, the event takes place on October 6-10 in Atlantic Station, a premier destination for shopping, dining, and events, located in the heart of Midtown Atlanta.

For more information on SouthWiRED, please visit http://southwired.org/.