Using #HCSM to Improve #PX and Make a Better #ACO

1,244 views

Published on

Discussion of the state of #HCSM, barriers to adoption and the potential of social media to be strategically integrated into the healthcare business to support the improvement of patient experience and development of accountable care organizations. With current case examples from Swedish Medical Center, University of Maryland Medical Center and Inova Health System.

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,244
On SlideShare
0
From Embeds
0
Number of Embeds
727
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Using #HCSM to Improve #PX and Make a Better #ACO

  1. 1. #SMBMADUSING #HCSM TOIMPROVE #PXAND MAKE A BETTER #ACOMARCH 20, 2013
  2. 2. INTRODUCTION• UW-Madison J school grad• 20+ years in agencies around the U.S.• 4 years as Director of Strategy, Jigsaw LLC in Milwaukee• Specialize in service businesses, including healthcare• Creative consumer branding, digital/social marketing; social strategy consulting and implementation support 2
  3. 3. AH, THE SLOPE OF ENLIGHTENMENT Peak of Inflated Expectations Plateau of Productivity VISIBILITY Slope of Enlightenment Trough of Disillusionment Technology Trigger TIMESource: Gartner 3
  4. 4. MANY BARRIERS TO HCSM REMAIN• HIPAA• Overall risk aversion• Low appetite for innovation/early adoption• Limits on employee social media access at work• Physician/management mistrust of internet data• Difficult to secure clinician participation• Resource constraints• Unsure how to prove business case/ROI• Senior management knows we need to “do social media”; doesn’t necessarily understand the full potential or purpose 4
  5. 5. BIGGER PILLS TO SWALLOW “In the U.S., people spend almost 20% of the gross domestic product on health care, compared with about half that in most developed countries.Yet in every measurable way, the results our health care system produces are no better and often worse than the outcomes in those countries.” 5
  6. 6. AND THEN, THIS HAPPENED.• Must institutionalize new model of care• Forming/becoming Accountable Care Organizations 6
  7. 7. IN MOST HEALTHCARE ORGANIZATIONS,SOCIAL MEDIA IS FAR FROM LIVING UP TOITS POTENTIAL... 7
  8. 8. WITH STRATEGIC INTEGRATION INTO AHEALTHCARE BUSINESS...SOCIAL MEDIA CAN ABSOLUTELY HELP:IMPROVE PATIENT EXPERIENCEIMPROVE OUTCOMESREDUCE COST OF CAREBUILD ACCOUNTABLE CARE MODEL 8
  9. 9. DEFINING “STRATEGIC INTEGRATION”PLANNING PRESENCE ENGAGEMENT FORMALIZED STRATEGIC CONVERGED DIALOG BECOME A STAKE OUR DEEPENS ORGANIZE SOCIAL BUSINESS IS LISTEN CLAIM RELATIONSHIPS FOR SCALE BUSINESS SOCIAL & LEARN Understand Amplify Drive Set governance Scale across Social drives how existing consideration to for social business units transformation customers marketing purchase use social efforts Create Moves into Integrates channels Provide direct discipline & HR, Sales, social Encourage support internal process Finance, philosophy Prioritize sharing employee Supply Chain into all aspects strategic engagement Strategic of the goals where business goals C-level enterprise social can involvement have most impactSource: Altimeter Group, The Evolution of Social Business: Six Stages of Social Business Transformation 9
  10. 10. THREE WAYS #HCSM CAN HELPIMPROVE #PX AND BUILD AN #ACO• Help drive patients into the right care pathway• Supplement traditional offline patient support groups• Use CRM to measure lifetime patient valueSource: Chris Boyer, Long Island Jewish Health System 10
  11. 11. CASE:SWEDISH MEDICAL CENTERSEATTLE
  12. 12. MAKING CARE MORE EASILY NAVIGABLE• Actively seek patient insights to guide web content/social media communications and most effectively package health informationStreaming video series and Twitter chats since 2010 educating patients on avariety of topics from organ donation to cochlear implants 12
  13. 13. MAKING CARE MORE EASILY NAVIGABLE• Focus on integration between marketing/communication and clinical ops• Do everything possible to facilitate clinician participationBlog incorporates content from numerous clinicians; makes it ultra-easyfor them to participate 13
  14. 14. “What can we do to helppatients? It’s all about the patients.We need to use our knowledge tocut away the challenges thatpatients have; these are extremelypowerful communication toolsthat can help us do that.” - Dana M. Lewis Manager, Digital Marketing and Internal Communications Swedish Medical Center
  15. 15. RESULTS TO DATE• Social media is positively affecting patient experience (anecdotally) and health outcomes• Beginning to measure conversion to patients/contribution margins 15
  16. 16. CASE:UNIVERSITY OF MARYLANDMEDICAL CENTER
  17. 17. EXTENDING OFFLINE SUPPORT TO SOCIAL• Launched Facebook-based communities for liver transplant, hepatitis C, digestive disorder patients as extension of “real world” groups• Believes a well-developed social media effort can help with becoming a better accountable care organization 17
  18. 18. “Why do we need to say it’ssuccessful or it’s not successful? It’sjust another way for patients tocome together and help eachother, with little effort on ourpart. And it’s helping them.” - Ed Bennett Director, Web and Communications Technology University of Maryland
  19. 19. CASE:INOVA HEALTH SYSTEMWASHINGTON D.C.
  20. 20. USING CRM TO MEASURE PATIENT VALUE• Focus on wellness, to complement population health management initiatives#Fitfor50 preventive health program with user-feedback-driven toolsincluding Web “playbook,” checklists, nutrition and fitness tips, blog withvideo, Facebook, Twitter,YouTube and paid promotion 20
  21. 21. “In order to properly justify theuse of social media as part of thenew suite of tools to support anACO-like model, we need to beable to measure their use.” - Chris Boyer AVP, Digital Strategy Long Island Jewish Health System
  22. 22. RESULTS• 7,500 program registrants• 5,000 updated CRM records; 2,300 completely new records• 2,650 signed up for events: $58,300 in direct revenue• 500 joined additional engagement programs• Life-to-date utilization/contribution margin (correlated vs. causal) – New patient: $110,000 – Former patient: $370,000 – Total: $480,000Source: Chris Boyer, Long Island Jewish Health System, formerly with Inova Health System 22
  23. 23. RECOMMENDATIONS• Know how social media ties to your business plan• Develop a vision for how it can integrate throughout the organization• Always have a clear goal, purpose and strategy for any new tool...avoid shiny object syndrome• Be optimistic and think big. Social media really CAN impact the business 23

×