Webinar: How Your Website Can Drive Patient Activation
-
Upload
bridgeline-digital -
Category
Health & Medicine
-
view
599 -
download
1
Transcript of Webinar: How Your Website Can Drive Patient Activation
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
December 11, 2012
How Your Website Can Drive Patient Activation
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Speakers
Robin Doerr Exec. Director,
Marketing & Communications Children’s Hospital Colorado
Joseph Hice VP, PR & Marketing
Moffitt Cancer Center
Brian Bolton SVP of Marketing Bridgeline Digital
Ty Glasgow Exec. VP,
Global Operations Bridgeline Digital
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Presentation Outline
Who is Bridgeline
Patient Activation Overview Why it’s important? Levels of Activation Benefits Ways to Drive Using the website
Children’s Hospital Colorado Case Study
Moffitt Cancer Center Case Study
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Presentation Outline
Who is Bridgeline
Patient Activation Overview Why it’s important? Levels of Activation Benefits Ways to Drive Using the website
Children’s Hospital Colorado Case Study
Moffitt Cancer Center Case Study
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Digital Engagement Solutions provider Developer of the iAPPS platform
Who Is Bridgeline Digital!
» Over 750 quality customers » Repeat business was 72% of FY12 revenues » iAPPS enjoys an impressive 94% retention rate
» Achieved Record Results FY 2012 » In 2012 - Deloitte recognizes Bridgeline Digital as one of the
Fastest 500 growing technology companies in America » Record revenues and record iAPPS licenses
» UPS Logistics selected iAPPS as their exclusive Web Content Management and eCommerce solution
» Over 230 passionate employees in 11 offices globally
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
We help our customers achieve their key initiatives by leveraging web technologies
How We Build Customer Success
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Hundreds of Customers Rely on Bridgeline & iAPPS
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Hundreds of Customers Rely on Bridgeline & iAPPS
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Digital Solutions for Health Care Organizations
• FIND: The iAPPS Platform employs expert digital strategies and SEO best practices.
• ENGAGE: Leverage engagement
techniques such as patient testimonials, physician finders, referrals, areas of expertise, course offerings and event registration.
• RETAIN: Improve the patient
experience with community building services and health awareness resources.
Maximize the effectiveness of your web presence
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Presentation Outline
Who is Bridgeline
Patient Activation Overview Why it’s important? Levels of Activation Benefits Ways to Drive Using the website
Children’s Hospital Colorado Case Study
Moffitt Cancer Center Case Study
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
What is Patient Activation?
The term ‘patient activation’ can be simply defined as a patient’s ability
and willingness to manage their own health and health care.
– Doug Thompson, Senior Research Director, Advisory Board Co.
“
”
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Why is it important?
HCAHPS* scores determine reimbursement levels based on the following criteria: • Communication with doctors & nurses. • Responsiveness of hospital staff • Pain management • Prescription & treatment dialogue. • Discharge information • Hospital Environment *Hospital Consumer Assessment of Healthcare Providers & Systems
Affordable Care Act (ACA) provisions tie patient satisfaction to Medicare reimbursement
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Proactive Steps Patients Can Take
• Determine what type of treatment they can get.
• Monitor own conditions.
• Comply with physicians
• Make decisions to seek professional care.
Patients can drive their own health outcomes in many ways
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
The Levels of Patient Activation
Disengaged and
Overwhelmed
“My doctor is in charge of my health.”
LEVEL 1
Becoming aware, but still
struggling
“I could be doing more.”
LEVEL 2
Taking Action
“I’m part of my health care
team.”
LEVEL 3
Maintaining behaviors
and pushing further
“I’m my own advocate.”
LEVEL 4
a Increasing Levels of Activation
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Benefits of Patient Activation
• Activated patients are over twice as likely to be retained in treatment
• Over 3 times more likely than comparison participants to have scheduled at least 1 visit during the 6-month follow-up period.
• Activated patients demonstrated 29% more attendance to scheduled visits than comparison patients.
According to Survey from the American Public Health Association:
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Driving Patient Activation
Ways Healthcare Organizations Drive Patient Activation: Ef
fect
iven
ess
Cost ($) High Low
High
• T.V. Commercial (PSAs)
• Brochures
• Print Ads
• Website
• Educational Health Classes
• 3rd Party Internet Resources
• Social Media
• Newsletters
• Incentive Based Programs
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company © 2010 Bridgeline Software, Inc. 17 The Digital Engagement Company
XYZ!
Let’s focus on websites!
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Your Website Drives Patient Activation
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Your Website Drives Patient Activation
According to a study from Journal of Medical Internet Research
• Web-based interventions increase patient activation and have the potential to enhance the self-management capabilities of the growing population of chronically ill people.
• Activated patients are more likely to adhere to recommended health care practices, which in turn leads to improved health outcomes.
• Designing Web-based interventions to target a specific stage of patient activation may optimize their effectiveness
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
The Internet Drives Patient Activation
According to a Survey from National Research Corp.’s Ticker
• 1 in 2 participants preferred a hospital’s website as primary source of health care information.
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Social Media
According to a Survey from National Research Corp.’s Ticker
• 20% of Americans use Social Media websites as a source of health care information.
• 1 in 4 respondents said it was likely or very likely that social media would influence their future health care decisions.
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Poorly Developed Websites Lead to Patient Loss
What Do Visitors Do When They Can’t Complete Their Goals on a Website?
• About 75% use a more expensive channel (typically a company’s customer phone service) to complete the sale or product research.
• 17% took their business elsewhere to competitors. • 11% gave up on the experience entirely.
According to recent research conducted by Forrester …
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Presentation Outline
Who is Bridgeline
Patient Activation Overview Why it’s important? Levels of Activation Benefits Ways to Drive Using the website
Children’s Hospital Colorado Case Study
Moffitt Cancer Center Case Study
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Case Study: Children’s Hospital Colorado http://orthopedics.childrenscolorado.org
Robin Doerr Executive Director of Marketing and Communications
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
• Non-profit • The only licensed specialty hospital
exclusively for children in Colorado • Teaching and training center • 4,500+ employees and 1,000+
pediatric specialists • Located on Anschutz Medical Campus
adjacent to University of Colorado Hospital, University of Colorado Schools of Medicine, Nursing, Pharmacy, Dentistry and Public Health
• Children’s Hospital Colorado is at
center of medical research in Rocky Mountain region
Children’s Hospital Colorado Background
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
• First and only Level I dedicated regional pediatric trauma center in Colorado • First pediatric hospital in the country with fully integrated Electronic Health Records • Received Magnet Status re-designation, the highest honor for nursing excellence • Ranked a Top 10 Best Children’s Hospital every year for the last 15 years – US News
and World Report
Children’s Hospital Colorado Background
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Children’s Hospital Colorado Site Design & Functionality
Elevating Visual Design & Interactivity to User
Experience
Audience Targets: • Patients and families • Referring Physicians • Users in research told us:
- Design a site that provides simple, easy to find
- Conditions - Make it visual - Allow me to go where I
need to go from any page - Online experience should
be the same as walking through your door
• Collaborative development with orthopedics institute • Words that our patients and families use (What We Treat, What We Do, About Us) instills comfort and confidence
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Children’s Hospital Colorado Site Design & Functionality
Elevating Visual Design & Interactivity to User
Experience
• Combining online presence with corporate sponsorship and advocacy • Focused on establishing Orthopedics Institute as a community resource for children’s sports and injury • Collaboration with REAL Soccer
- Club in Denver - 5K players – 5 yrs. To 18 yrs. - Reaching patents and players - Children’s Colorado
orthopedists on staff • Concussion Legislation • Concussion referral packets for
physicians
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Children’s Hospital Colorado Background
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Presentation Outline
Who is Bridgeline
Patient Activation Overview Why it’s important? Levels of Activation Benefits Ways to Drive Using the website
Children’s Hospital Colorado Case Study
Moffitt Cancer Center Case Study
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Moffit Cancer Center Case Study Case Study: Moffitt Cancer Center Moffitt.org Joseph Hice Vice President, PR & Marketing
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Moffitt Cancer Center Background
• Non-profit, 206 Bed Facilities • Welcomed first patient in 1986.
• 328,300 patient visits a year. • Southeast’s Largest Blood and
Marrow Transplant Program • 4,200+ employees, 300+ Physicians • 6 Locations in addition to a Treatment
and Research Center on the University of Southern Florida Campus.
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Moffitt.org – Redevelopment Project
Original Moffitt.org site was approximately 7 years old. Platform site was built on obsolete technology. Average visitor to the site spent "seconds" before leaving to find a more friendly and interactive experience.
“Went straight to search. Was
to difficult to navigate”
“Font size is too small and hard to
read.”
“Blue is too much.”
Finding for discussion: Many users who are patients no
longer come to main site and have bookmarked Patient Portal.
“Picture looks like a bunch of
pyramids!”
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Peer Website Review
“Like video.”
Responded well to colors.
Responded well to colors.
“Word HOPE and that’s what you need
when you have cancer.”
Note size of image.
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
User Interviews
Key findings from user interviews
HUMOR?
“ ”
My blog ended up being humorous and it helped me.
“ ”
You have to keep a sense of humor in all of this.
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
• Patient focus begins on the home page with short video testimonials from patients treated at Moffitt. Big, bold graphics of patients.
Moffitt.org - Great User Experience
Features that drive engagement:
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
• Simple navigation to help guide those seeking information through the site.
• "Anchor" bar at the top of every page includes links Home, Cancer Types & Treatments, Directions & Facilities, TakeCharge — The patient centric area, Research & Clinical Trials.
Moffitt.org - Great User Experience
Features that drive engagement:
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
• Various jump pages feature big, bold graphics and easy to follow links for patients to access additional information.
• Visitors can get basic information about their cancer & treatment or very detailed information.
• Easy to drill down into the site and navigate.
• Bold links make it virtually impossible for a patient to get lost on Moffitt.org.
Moffitt.org - Great User Experience
Features that drive engagement:
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
• Various jump pages feature big, bold graphics and easy to follow links for patients to access additional information.
• Visitors can get basic information about their cancer & treatment or very detailed information.
• Easy to drill down into the site and navigate.
• Bold links make it virtually impossible for a patient to get lost on Moffitt.org.
Moffitt.org - Great User Experience
Features that drive engagement:
© 2012 Bridgeline Digital, Inc. The Digital Engagement Company
Moderated Discussion
Robin Doerr Exec. Director,
Marketing & Communications Children’s Hospital Colorado
Joseph Hice VP, PR & Marketing
Moffitt Cancer Center
Brian Bolton SVP of Marketing Bridgeline Digital
Ty Glasgow Exec. VP,
Global Operations Bridgeline Digital