Communicating Q li f
C i i Quality from the C
h Consumers Vi
1 23 09
Jill Austin, Chief Marketing Officer, VMC
The Situation: What is Quality?
Most Important Factor in Determining
The Quality of Care of a Hospital Factors in Determining the Quality of a Hospital
Quality Care 16.7% Quality of Care 16.7%
Quality Staff 16.6% Friend/Relative's Past Experience 11.8%
Quality Physicians 16.4% Quality Physician Care 8.4%
Prompt Care 4.7% Personal Experience 8.3%
Quality Nurses 4.1% Staff 8.1%
Friendly/Caring Staff 4.0% Reputation 7.9%
Reputation 3.0% Cleanliness 6.8%
Good Service 2.8% Friendly/Caring Staff 3.1%
Cleanliness 2.4% Prompt Care 2.5%
Uncertain 7.1% Uncertain 7.9%
0.0% 5.0% 10.0% 15.0% 20.0% 0.0% 5.0% 10.0% 15.0% 20.0%
Other responses not shown. Other responses not shown.
Source: 1900 respondents, PRC Consumer Survey, 2006
Healthcare quality outcomes and process metrics?
The Search for the Answer
• Best practices review: volumes, FAQs, patient
• Initial Focus Groups: consumer words vs.
technical or internal view
• Wh questions would those of us “i the
What i ld h f “in h
The Proposed Solution
• Question framework:
• H well will I fare?
How ll ill f ?
How safe is the procedure?
What will my quality of life be like afterwards?
• How do I know you are good at what you do?
How experienced is your team in this procedure?
What do others that have been through this say?
What do third parties say?
What new advances should I know about and consider?
• Answers based on “traditional” healthcare
The Testing Methodology
• Hypothesis: the more specific, the more value
• Conducted focus groups with 168 consumers
• Cancer, Heart, Overall
• Very positive about the cancer and heart
• “just what I’ve been looking for
just I ve for”
• The information was seen as both “valuable and
• “I’m taking this to my doctor if I’m diagnosed
• Mixed feedback on overall quality
• “Ask and Know” questions ranked highest
• “How will I fare” and “What can I expect
How fare What expect”
some perceived it as cold and impersonal
some wanted more detailed answers
• “Wh says this h i l i top notch”
“Who hi hospital is h”
some perceived as biased
some wanted it to be more prominent with more
• Some wanted more information on cutting edge
information and stats
• Some wanted more patient stories, some less 7
Metrics – Unique Page Views
• 3314 Quality Answers
• 374 Have you treated other patients like me
• 331 O
Overall quality of care
ll li f
• 221 Pneumonia
• 206 Survival and mortality rates
• The more specific the context for quality
questions and answers, the more meaningful
• Summary level quality information needs to
speak to different types of information seekers