Healthcare Marketing and Physician Strategies Summit

May 24, 2016

The Customer Experience Revolution:

Baystate Health / Cleveland Clinic / Boston Children’s

Healthcare Marketing & Physician Strategies SummitThe Experience Revolution

• Suzanne Hendery / Baystate Health

Vice President & Chief Marketing and Communications Officer

• Paul G. Matsen / Cleveland Clinic

Vice President & Chief Marketing and Communications Officer

• Margaret Coughlin / Boston Children’s Hospital

Senior Vice President & Chief Marketing and Communications Officer

• Linda MacCracken / Accenture

• Senior Prinicipal, Consumer Engagement

3

The Experience Revolution

• Customer experience is radically shifting to the forefront in healthcare.

Examine the leadership role of marketing in driving excellence in service

design, patient experience, and social engagement

Copyright © 2016 Accenture All rights reserved.

4

Experience Revolution

2016 Accenture Consumer Research

Consumers (now) find provider switching a hassle

though are less loyal than to banks and hotels

Consumers pick providers

based on personal

recommendations and

customized experiences

Switching challenges will

evaporate as…

Valued experiences create more

personalized experiences

Switching will increase due to digital health adoption and transparency

75%

80%

85%

90%

95%

100%

0% 10% 20% 30% 40% 50% 60% 70%

Higher

Lower

EasierHarder

Ease of Switching

Co

ns

um

er

Re

ten

tio

n

Food Service

Healthcare Providers

Cable/Satellite Service

Wireless Service

P&C Insurance

Retail Banking

Gas and Electric Utility

Life Insurance

Consumer ElectricsHotels & Lodging

Consumer Good Retailers

Baystate Health:

Best Practices to Continually Re-Engage with Patients & Physicians

Ask, listen and deliver

Copyright © 2016 Accenture All rights reserved. 5

A Massachusetts Health System

1

2

3

Provide edutainment programs

Design service approach for new

programs

Baystate Loyalty Clubs:

Creating Ongoing Engagement With Seniors and Women

Over the next 20 years, seniors will remain

the dominant category for hospitalization.

Senior Class: Began 1987

Members: 22,000, 55+, region-wide,

hospital based

Staff: 1 FTE and volunteers

Women make the majority of healthcare decisions.

Spirit of Women: Began 2001 (not associated

with national Spirit of Women program).

Members: 15,000, women of all ages,

region-wide, hospital based, free.

Staff: 1 FTE

Cost per member: $5-$7 per program

Total annual budget for each program:

~$120,000 (includes staff) yet self-supporting

with sponsorships

ROI: Typically 30% of program attendees will

make appointments

Member Benefits

Newsletter (print and email) with programs with MDs

Social events

Relationship with 1 person who cares

Service and product discounts

Why Seniors? Why Women? Costs

Health System Benefits

Medicaid Managed Care program

Marketing

Development

Legislative Affairs

Volunteers

Community Relations

Accountable Care

Organization (ACO)

Assess

& Define

Culture

Comm

Campaign

Leaders’

Toolkit

New Employee

Orientation

Reward

& Recog

ACCOUNTABILITY

On-the-Job

Training

Rounding CoachingPerformance Evaluations

Slide used with permission from Jake Poore, Integrated Loyalty Systems

Baystate Service & Facility Design Process:

Engaging Physicians & Their Teams For Excellent Patient Experience

17

Triage concerns to

Identified “Go To

People” For

Resolution

Clinical Services

Operations

“Go To People”

Warm hand off

Pathways for complex

patients

Baystate Physician Referral Program :

Engaging Physicians For Excellent Referral Experience

Issues/

Concerns

Issues/Concerns

Key Information

Office of Physician Referral

Management

“Always says yes!”

Physician Liaisons

Interfaces with Field

Reps

Referrals

Data Analytics

49,166Employees

9 Community

Hospitals

21 Family Health &

Wellness Centers

6 National &

International

Locations

• Transparency

• Communications

• Caregiver Experience

Physician Ratings

Physicians ranked #1

in Google 81%

2015 Page Views

3.1 Million

Page Views Q1-Q4

+37%

0

20

40

60

80

100

2009 2010 2011 2012 2013 2014 Q2 '14-Q1 '15*

Nat’l %ileRank

Nurse Comm

Doc Comm

Meds Comm

Patient Discharges

Cleveland Clinic

HCAHPS Ratings

National Average

Source: CMS

*latest published hospital ratings

Caregiver Experience

Patient

Experience

Employee

Engagement

Clinical

Excellence

Caregiver

Experience

Brand

RECRUITMENT ONBOARDING EDUCATION ENGAGEMENT

PATIENT EXPERIENCE

Caregiver Experience

Pageviews

25,000 Monthly Visits

800

“The strength of the individual was

the strength of the group.”

- George W. Crile, MD

Everyone at Cleveland Clinic is a caregiver.

We all have the power.

The power to help.

The power to heal.

The power to change lives — beginning with our own.

That’s the power of the group.

That’s THE POWER OF EVERY ONE.

THE POWER OF EVERY ONE

Boston Children’s Digital Customer Experience Journey - Urology 2016

Key Performance Indicators (KPI’s) - Reduced Cancellations - Reduced wait time patients & Clinicians - Increased operational efficiencies

Pre-Treatment Treatment Post TreatmentAcquisition

Awareness

Search treatmentSEM & SEO

Social Media

Targeted email

Earned Media

Social Sphere

Reputation SitesGoogle Search

Google +HealthGrades

Blogs &

ratings

BCH Site

Sponsored Content

Consideration

Service Portal

Mobile

Responsive

Clinician Profiles

Ratings

Engagement

BCH Site

Laptop

Schedules visit in EpicSoftware

Online Form

Determination

Upload films

Completes digitized forms onlineAlert is emailed to admin forms are completed

Emails triggered1. Confirm App2. Directions3. Link to forms 4. PDF on conditions

Text reminder (7 days prior)

Treatment

Digital check-in Reduced

Lines & wait time for patients &

clinicians

Clinician has complete

information before visit

Administration Retrieves forms Prepares visit packageUploads legible forms into PowerChart

Service Portal

Chart, vitals & data

Testimonialsstory Telling

Remote monitoring

Retention

Doctor emails meaningful use

education forms

Patient follow-up reports & emails

Social Sphere

ObjectiveCreate CHD community that will strengthen patient loyalty & grow volume

Well defined, consistent content approach – with a focus on humanizing our care

Partner with Heart Center staff – consistently celebrate progress

Impressions / Engagement / website traffic / 2nd opinions / referrals Measurement

53K fans

1.5K avg. post engagements

17 patient leads

35 referral questions

Respond to every post to page, engage with all comments

Re-share fan content (Photo of the Week)

Partner with relevant advocacy groups and leverage content

Utilize video / photography / stories – clinician/patient specific

Tactics

Community Strategy

22

• Our commitment to becoming a High Reliability Organization

• Enterprise-wide culture shift around key behaviors that support

quality, safety and experience:

» Speak Up for Safety

» Communicate Clearly

» Pay Attention to Detail

• For our families, this means building a culture where:

» They feel confident asking questions

» We encourage them to ask

» We close the loop on all communications

23

The Experience Revolution • Customer experience is radically shifting to the forefront in

healthcare.

Examine the leadership role of marketing in driving excellence in service

design, patient experience, and social engagement

Copyright © 2016 Accenture All rights reserved.

Healthcare Marketing & Physician Strategies Summit

The Experience Revolution • Suzanne Hendery / Baystate Health

Vice President & Chief Marketing and Communications Officer• Paul G. Matsen / Cleveland Clinic

Vice President & Chief Marketing and Communications Officer• Margaret Coughlin / Boston Children’s Hospital

Senior Vice President & Chief Marketing and Communications Officer

• Linda MacCracken / Accenture • Senior Prinicipal, Consumer Engagement