Interactive Discussion led by Aaron Davis, MSHA, FACHE, CPXP, Vice President & Chief Experience Officer, UMC Health System, at the marcus evans National Healthcare CXO Summit in Boston MA October 16-18, 2022

1. Driving Digital
Transformation in Healthcare
How Consumers Engage Healthcare
Presented By:
Aaron Davis, FACHE, CPXP
VP & Chief Experience Officer

2. The power of Individuals to own
their own health & healthcare
decisions. Ultimately, driving
change in the industry to better
meet their needs.
Consumerism:
Add a footer 2

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A Tale of Two Consumers
Douglas Ivan Thompson, MBA, FHIMSS
Senior Research Director
The Advisory Board

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Consumer Preferences
• Digital drives choice:
• Patients rely on digital resources 2.2x more than provider referrals when choosing a healthcare provider.
• Referral leakage:
• 84% would not see a referred provider if they were rated under 4 stars.
• The rise of virtual health:
• Over 1/3 of patients have used telehealth in the past year—a 337.6% increase since 2019.
• Patient as customer:
• Assuming quality care, patients' rate “customer service” (70.8%) and “communication” (63.4%) as more important than
even “bedside manner” when it comes to a 5-star experience.
• Shopping for healthcare:
• On avg. consumers use three different websites for healthcare research process and read 5½ reviews before deciding.

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Access
Consumers prefer more
options for their care,
whether its multiple
hospitals, surgical centers, or
clinics in their town to
choose from. “Destination”
healthcare, such as medical
tourism, virtual options, or
alternative or “new
entrants” into the provider
space, such as Walgreens,
Optum, Walmart Health,
One Medical.
Source: Kaufman Hall 2021

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Convenience
Consumers want their care where they want it, when they want it, and how they want
it, which impacts everything from what types of physician visit options are offered (in-
person, phone, or video visit) to how many retail clinics a system has… even
considering the hours of their urgent care facilities.

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Transparency
Consumers want to understand everything from how your facility is rated for comfort
and accessibility to the quality outcomes for your heart surgeons. They look at the
rating for your service, compassion of your nurses and cost of care… Not just the
charge master price or a general range, but the cost for them individually, based on
whatever their specific insurance plan entails.
Source: Press Ganey 2021

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8
Price
In any other consumer industry, price is a major factor in decision making, and nearly
all industries have brands that intentionally span the price spectrum. Think of the Gap
at one end to Nordstrom’s at the other or Walmart to Tiffany’s.
Based on a 2019 Kaufman Hall Study:
- 12% of organizations offer no pricing transparency options
- 50% of respondents respond to price quote requests within a defined period
- 0% post contracted rates of services, while only 10% offer price guarantees
- 18% provide clinical staff with tools to respond on-the-spot to questions
Source: Kaufman Hall 2019

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9
Experience
A holder for many of the attributes above, the consumer experience is a focal
transformational point for many hospitals. As it is often pointed out, an organization
can’t use their peer hospitals as a benchmark, as consumers demand a better, more
personalize experience based on the other products and services in their lives. From
Amazon to Uber to Apple (the holy trinity of healthcare experience comparison brands).

13. For All Providers: Considerations for Patient Experience & Consumerism
• 85% of consumers will trust an online review as much as a personal recommendation
• 47% would consider going out-of-network for a doctor with more favorable reviews
• 53% of consumers go online for provider information
• 90% of consumers always or sometimes conduct research after receiving a referral
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15. Online Appointments (Q2 2022)

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Activity: Online Reputation
Discuss at your table
What your current
online SEO or
Reputation Mgt.
Strategy is.

17. Customer Relationship
Management
Personalized Engagement Journeys

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Customer Relationship Management

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Customer Relationship Management

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Activity: Consumer Engagement
Discuss at your table
What strategy are you
currently using to
personalize your
marketing experience?

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Things to Consider
Patients Deterred from booking an appointment:
- Difficulty contacting the office is the #1 reason a patient is deterred from booking an appointment.
- The second-biggest blocker of successful acquisition is untrustworthy reviews
- Average rating of less than 4 stars and incomplete listings information.
Key Driver of Loyalty:
- 59% of patients consider good pre- & post-appt. communication as a key to their loyalty… A 27.9% increase from 2019
- 62% of patients say Quality customer service drives them to recommend the physician
- 59% of patients say Quality of communication
- 49% of patients say Bedside manner of provider
Press Ganey 2021

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Patient Experience
Inspired by companies like Amazon, Zappos, Nordstrom and Chick-fil-A, our health system should be looking beyond
healthcare to adopt a more complete retail strategy. Like other industries, health systems are going to have to earn their
business from customers. This means fresh thinking and best practices from outside healthcare to create a better experience.

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No matter how innovative your strategy, if you can’t consistently execute the tactics needed for a
solid patient experience, you’re in serious jeopardy. Fostering consistency begins with a
disciplined approach to culture, aligned to a common vision and hiring people who reflect it.
Our True North:
Likelihood to Recommend
Why:
• One Consistent measure across the enterprise (Easy to understand, Easy to Scale)
• Directly tied to CMS VBP, Star Ratings, and Hospital Compare
Research:
• 10% increase in loyalty could generate up to $22 million in revenue for average hospital
• 90% of consumers indicate reputation is important when selecting a hospital
• 85% of consumers will trust an online review as much as a personal recommendation
• 90% of consumers always or sometimes conduct research after receiving a referral
• 47% would consider going out-of-network for a physician with more favorable reviews
Patient Experience

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Activity: Compassionate Exchange
Discuss at your table
What your top Patient
Experience issue is
currently and what you
plan to do about it?

27. THANK YOU
Presented By:
Aaron Davis, FACHE, CPXP
VP & Chief Experience Officer