Meeting of the Minds: Moving to a Relationship-based Model
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In an era where transparency and customer service are necessary for survival, it's time for healthcare providers to move toward a relationship-based model and what providers can do to build valuable, long-term relationships with patients at all facets of their experience – from the home to the office and beyond.
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Meeting of the Minds: Moving to a Relationship-based Model
- 1. Strategic Thinking. Smart Marketing. Meeting of the Minds: Moving to a Relationship-based Model Oct. 29, 2015
- 3. Life is not a list of transactions. It is a series of human experiences that determine how we feel about everything, including love and loyalty
- 4. Strategic Thinking. Smart Marketing. • Patient experience • Lifetime value • Culture • Training • Reputation management
- 12. How we serve people will be our differentiator
- 14. Strategic Thinking. Smart Marketing. • Patient experience • Lifetime value • Culture • Training • Reputation management
- 16. Strategic Thinking. Smart Marketing. • Patient experience • Lifetime value • Culture • Training • Reputation management
- 21. Strategic Thinking. Smart Marketing. • Patient experience • Lifetime value • Culture • Training • Reputation management
- 23. Stumbling Blocks to Patient Experience 1. Changing organizational culture (34%) 2. Abundance of other priorities (26%) CEOs must: • Set the agenda for culture change • Ensure funding, resources and commitment are present to back it up. Organizational Culture
- 28. Strategic Thinking. Smart Marketing. • Patient experience • Lifetime value • Culture • Training • Reputation management
- 29. 75% train physicians in patient experience because they have the most difficulty with their ability to communicate well with patients (HCAHPS requirement) 38% train back-office staff because of high- deductible plans and the move toward greater personal responsibility for bills.
- 30. Strategic Thinking. Smart Marketing. • Patient experience • Lifetime value • Culture • Training • Reputation management
- 31. 40% have a chief experience officer --10% will add one w/in 3 years Staff satisfaction is a critical aspect of providing a good patient experience. One doesn’t exist without the other. Tracking patient experience: --55% use post-discharge telephone calls --30% monitor social media.
- 35. AWARENESS: The perception of need or problem recognition. CONSIDERATION: The start of the information search, evaluation and education. INTENT: The choice narrows, often the final decision. PURCHASE: First transaction (encounter, appointment) completed. LOYALTY: Presuming a positive and satisfactory patient experience, the individual is “bonded” to the provider, and likely to return for future needs or repeat purchases. ADVOCACY: The “post-purchase behavior” includes references, recommendations, referrals and word- of-mouth. The Healthcare Decision Ladder
- 39. Google and Healthgrades Reviews (as of 9/21) 39 Doctor Google Since June Healthgrades Since June Dr. a* 13 reviews 3.2 stars +3 reviews +0 stars 56 responses 4.3 stars +5 responses +.1 stars Dr. b* 2 reviews 0 stars +0 reviews +0 stars 34 responses 4.5 stars +0 responses +0 stars Dr. c 1 review 0 stars +0 reviews +0 stars 4 responses 5 stars +0 responses +0 stars Dr. d* 4 reviews 0 stars +0 reviews +0 stars 19 responses 3.9 stars +1 response +.2 stars Dr. e* 25 reviews 4.7 stars +1 review +0 stars 161 responses 4.6 stars +21 responses +0 stars Dr. f* 0 reviews 0 stars +0 reviews +0 stars 17 responses 4.5 stars +0 responses +0 stars Dr. g 2 reviews 0 stars +2 reviews +0 stars 4 responses 4 stars +0 responses +0 stars *Denotes doctors using take-home patient review cards
- 40. It’s not the destination. It’s the journey. And the experiences along the way Make the memories we’ll never forget
- 41. We are making memories Every step of the patient’s journey
Notas do Editor
- Worked in healthcare marketing for a long time. Mergers: (Cardinal Health with Orthopaedic Centers of Excellence = Ortho One) Acquisitions: Neurological Associates by Ohio Health – resulting in the new Neuroscience Center Multiple locations under one brand, each led by a doctor (OMSC, MOCA) Women’s health: Heart Specialists of Ohio; Memorial Hospital Eldercare and Home Care Our focus has been on generating referrals to these specialty practices; creating advocates of the referring physicians and their staff. I don’t need to tell you things are changing. From volume based to value based. Outcomes-based reimbursements. Consumers footing more of the bill for their health care. We hear a lot about mapping the patient journey. Today, I’d like to explore what all of you are doing in that regard.
- In an era where transparency and customer service are necessary for survival, it’s time for healthcare providers to move toward a relationship-based model. Patients have greater CHOICE when it comes to healthcare decisions, and caregivers who consider the lifecycle of a patient relationship will ultimately become the providers consumers choose.
- We’ll share some stats from this recent HealthLeaders report. Some of you have begun this cultural transformation Others are still dealing with compliance issues The challenge: how far do you let compliance go before it dissolves your culture? How relevant and sustainable will you be with patients if you focus on compliance over culture? It’s the classic: between a rock and a hard place.
- My patient journey and experience: Visited MT, saw the need Limited time to act – went on line Made an appointment for a home care giver Visited with her; hired her. She helped me…. Researched assisted living options online Visited, signed the papers Mom died Put Dad in nursing care w/UTI Researched assisted living options in Columbia Falls Moved him They said they’d take care of him the rest of his life Earlier this year, they said they couldn’t take care of him Researched options….MT Veterans Home had an opening (w/help from Beehive) Moved him in a matter of weeks Visited
- In hospice care With people who love him. That’s been the common denominator – people who love him. Who love what they do. Who love my dad…with him ‘til he dies.
- Let’s learn from other industries than health care. We’re all consumers……what influences our decisions And our actions? Speaking from my experience……with airlines.
- My experience as a customer
- And buying cars…….
- Elena Ford presentation – Ford is putting billions of dollars into delivering experiences their customers love. Approaching them where they are, and through the channels they use.
- Remember when I first learned of Hand & Micro Our client, Neurological Associates, referred cases to them Al Lougeay, the administrator told me they were an elite group of doctors who primarily did private pay Then a couple of years ago, I needed a hand doctor. I was shocked by the experience I had. Robin Hepler – your experience?
- $1.5M for hospitals; $1M for phyicians Average cost of office visits. Number of times the average patient receives treatment. Likely number of patient referrals. Recurring revenue generated from patients. Revenue from procedures.
- Impressions and patient experience: Top tier are Emergency Dept, Inpatient Rooms, Discharge/Follow Up, and outpatient/ambulatory visits. Bottom tier @22% is billing, collections and insurance coordination. May be underestimating the importance of a positive experience in this area given the amount of negative feeling that can be generated. “When I look at this, I feel like one of the biggest dissatisfiers for atients has to be around billing, collections and insurance.
- Training (patsatplus.com) Beacon Health: Be a Beacon Mindset Digital
- While the physical impact has not changed much over the years our access to information has. As each day passes we become more and more connected, wired, accessible… (point out then and now) And, we would add to the NOW list: Your own Internet presence, such as website, YouTube, blog. Organic search results, Directory listings and Find A Doctor indexes from hospitals and medical societies.
- The UMOT signifies the instant when a customer creates content based on an experience with your product or service and publishes it in their community or network of preference for others to find. The intention of doing so is a combination of self expression and the desire to inform others. This experience then becomes discoverable for anyone who searches each network. And in many cases, these experiences also populate Google’s search results. Said another way, The Ultimate Moment of Truth becomes the next person’s Zero Moment of Truth
- - Google increases for Alvarez, Stern, and Von Kaenel - Healthgrades increases for all doctors – Stern had more than all doctors
- Experiences = memories
- Experiences = memories