A presentation by Suzanne Hendery of Baystate Health on the importance of asking, listening and consistently delivering on an excellent healthcare experience.

1. Engaging Your
Patients & Community
in Healthcare Reform Efforts
Presentation to American Marketing Association Executive Summit
at Mayo Clinic, March 31-April 1, 2014
Suzanne Hendery, Vice President, Marketing & Communications
Baystate Health, Springfield, MA
suzanne.hendery@baystatehealth.org
Baystatehealth.org
The importance of Asking, Listening and Delivering a consistently excellent experience

2. We ask ourselves…
What organization would design products and systems without asking itsWhat organization would design products and systems without asking its
customers what is important to them?customers what is important to them?
Some of the ways we are engaging patients and community members in health care reform efforts:Some of the ways we are engaging patients and community members in health care reform efforts:
•Patient & Family Advisory CouncilsPatient & Family Advisory Councils
•Employee Advisory CouncilEmployee Advisory Council
•Loyalty Clubs: Seniors, Women, MDsLoyalty Clubs: Seniors, Women, MDs
•Mini-Medical SchoolMini-Medical School
•Patient Experience designPatient Experience design
•Message testingMessage testing
Considerations for the futureConsiderations for the future

3. 3
The Baystate Health
Listen, Learn & Loyalty Model
#3 ESCALATE#4 ACT#5 EVALUATE
#6 HARDWIRE #1 GATHER #2 FILTER
The L3 Model
Uses customer focused data to make
decisions and provide continuous
feedback. The voice of the customer
is the single most important piece of
market intelligence.

4. Patient & Family Advisory Councils
Proactively offers advice, information and recommendations on planning, policies, andProactively offers advice, information and recommendations on planning, policies, and
procedures.procedures.
This group provides leadership with an enhanced understanding of how to improve quality,This group provides leadership with an enhanced understanding of how to improve quality,
program development, service excellence, communications, patient safety, facility design,program development, service excellence, communications, patient safety, facility design,
patient and family education, staff orientation and education and patient/family satisfactionpatient and family education, staff orientation and education and patient/family satisfaction
and loyalty.and loyalty.
Mass DPH Amendment to 105CMR 130.000 Hospital Licensure, 3/30/2009

5. Loyalty Clubs; Women, Seniors
Senior Class began: 1990
Members: 23k, 55+ men and women, region-wide, hospital based
Staff: 1 FTE & volunteers
Spirit of Women began: 2000
Members: 15k, women of all ages, region-wide, hospital based.
Goal: Inform, engage and enroll important market segment with programs, services, staff, and
provide social opportunities.
Costs: $5-$7 per member, total budget for each program: approx. $120,000 includes staff.
Programs are “self supporting” with sponsorships.
Benefits to members: newsletter (print and email) with programs with MDs, RNs at each
location, social events, relationship with 1 person who cares, a community, discounts.
Major benefit to Medicaid Managed Care program, Marketing, Development, Legislative
Affairs, Volunteers, Community Relations

6. Other Ways We Engage
-Mini-Medical School, Teen Mini Medical School-Mini-Medical School, Teen Mini Medical School
-Emeritus Club for retired physicians-Emeritus Club for retired physicians
-Customer Experience design for programs, service lines, facilities-Customer Experience design for programs, service lines, facilities
-Message testing with specific group prior to launch-Message testing with specific group prior to launch

7. Future: Health Reform & ACO
 Levels of satisfaction across the ACO continuum assume critical importance.Levels of satisfaction across the ACO continuum assume critical importance.
How can we follow patient rather than the unit? How do we measure theirHow can we follow patient rather than the unit? How do we measure their
experience over time instead of per episode.experience over time instead of per episode.
 How do we maintain our brand and ensure that across the continuum everyoneHow do we maintain our brand and ensure that across the continuum everyone
understands customer service standards, behaviors, and organizational focus onunderstands customer service standards, behaviors, and organizational focus on
the patient?the patient?
 How can we survey patients via the patient portal? and maintain response rates,How can we survey patients via the patient portal? and maintain response rates,
‘mediocre middle?”‘mediocre middle?”
 Do we need a separate measurement for the family/friend?Do we need a separate measurement for the family/friend?
 Can we make every staff member aware and accountable, via their performanceCan we make every staff member aware and accountable, via their performance
review, for the team’s quality and service measures?review, for the team’s quality and service measures?
 Can we account via LEAN financial reporting, the amount of $$ lost to poorCan we account via LEAN financial reporting, the amount of $$ lost to poor
quality and service? Value Based Purchasing as flaming platform for change.quality and service? Value Based Purchasing as flaming platform for change.