Using data from consumer reviews to change the health care experience
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Using data from consumer reviews to change the health care experience

Using data from consumer reviews to change the health care experience

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  • Already seeing a turn around globally. Discussion of how tool works.
  • Already seeing a turn around globally. Discussion of how tool works.
  • Already seeing a turn around globally. Discussion of how tool works.
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  • Already seeing a turn around globally. Discussion of how tool works.
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Using data from consumer reviews to change the health care experience Presentation Transcript

  • 1. KINDRED HEALTHCARE Continue the Care Using data from consumer reviews to go from a 1-star experience to super star brand April 26, 2013 Ryan Squire @RyanSquire
  • 2. KINDRED HEALTHCARE Continue the Care 2
  • 3. KINDRED HEALTHCARE Continue the Care 3
  • 4. KINDRED HEALTHCARE Continue the Care Social Media & Networks “Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers.” -Brian Solis, Principal, Altimeter Group 4
  • 5. KINDRED HEALTHCARE Continue the Care 5 Healthcare is Social Social Media is a growing influence on the healthcare choices and experiences of adults in the United States • 200 million adults use social networking sites in the United States • Nearly 36 million of social network site users have followed their friends’ personal health experiences. • 23.4 million of social network site users have gotten health information from their social network sites. http://www.pewinternet.org/Reports/2011/HealthTopics/Summary-of-Findings.aspx
  • 6. KINDRED HEALTHCARE Continue the Care 6 Online Reviews Matter • Over 80% of Internet users search online for health information, and 1/5th of their searches are about a specific provider. (Pew Internet American Life Project, 2011) • 92% of Internet users read online reviews and 89% of people say that reviews influence their purchasing decisions. (e-tailing group, 2010) • 4 out of 5 consumers reverse purchase decisions based on negative online reviews. (2011 Cone Online Influence Trend Tracker) • More than 80% of reputation damage risks come from a mismatch between the buzz and the reality. (Digimind, 2010) • A difference of one star in the average rating of a typical online business can lead to a 5–9% difference in revenues. (Harvard Business Review, 2011)
  • 7. KINDRED HEALTHCARE Continue the Care 7 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100% Text ads on mobile phones Display ads on mobile devices Online banner ads Ads on social networks Online video ads Ads served in search engine results TV product placements Ads before movies Ads on radio Ads in newspapers Billboards/Outdoor Ads in magazines Brand sponsorships Ads on TV Emails I signed up for Branded websites Editoral content (news) Consumer opinions online Recommendations from people I know 29% 33% 33% 36% 36% 40% 40% 41% 42% 46% 47% 47% 47% 47% 50% 58% 58% 70% 92% 71% 67% 67% 64% 64% 60% 60% 59% 58% 54% 53% 53% 53% 53% 50% 42% 42% 30% 8% Trust Completely/Somewhat Don't Trust Much/At All Source: Nielsen Global Trust in Advertising Survey. Q3 2011 To what extent do you trust the following:
  • 8. KINDRED HEALTHCARE Continue the Care 8
  • 9. KINDRED HEALTHCARE Continue the Care Building a Super Star Kindred Brand •Kindred – 1 Year Ago • What We Did to Improve • Kindred Today • Lessons Learned 9
  • 10. KINDRED HEALTHCARE Continue the Care Kindred One Year Ago Online Reviews Losing admissions Few reviews showing up in Radian6 Sales leaders heard anecdotes Risk issues were slow to surface CEOs and EDs were blind to the issues 10
  • 11. KINDRED HEALTHCARE Continue the Care Building a Super Star Kindred Brand • Kindred – 1 Year Ago • What We Did to Improve • Kindred Today • Lessons Learned 11
  • 12. KINDRED HEALTHCARE Continue the Care Step 1: Understand the Landscape 12 • Most facilities had negative reviews or no reviews • Created a facility dashboard with reputation.com that manages reviews across our sites of service • Implemented a process that helps facilities generate positive reviews
  • 13. KINDRED HEALTHCARE Continue the Care Step 2: Understand the Content 13 “Go anywhere but here!” - Apr 15, 2012 “Cannot fathom how Joint Commission continues to give accreditation to this hell hole.” – Apr 14, 2012 “Please do not send your family member here. … they do not care about their patients.” - Apr 14, 2012 “I felt worse when I left.” - Apr 12, 2012 “I won't let my loved ones go back. Don't let yours go either.” - Apr 2, 2012 • 1,062 Reviews (372 Positive, 70 Neutral, 583 Negative) • Across 12 Review Sites • For 436 Kindred Locations Lots of raw data. Need to be able to process it.
  • 14. KINDRED HEALTHCARE Continue the Care Positivity 14 Positivity is the measure of a keyword’s sentiment based on frequency of use in positive and negative reviews. Item Pos Neg Positivity Index rude 2 43 0.13 hallway 0 27 0.14 dirty 1 32 0.14 bed 8 67 0.16 manager 1 22 0.18 understaffed 2 25 0.19 neglect 0 18 0.19 tube 2 25 0.19 unprofessional 0 16 0.19 incompetent 0 15 0.20 sore 0 15 0.20 infection 7 36 0.23 12 Most Negative Terms based on Positivity
  • 15. KINDRED HEALTHCARE Continue the Care Step 3: Understand Trends 15 0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 0.90 1.00 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Overall Positivity Positivity rapidly declining. Customer sentiment was getting worse.
  • 16. KINDRED HEALTHCARE Continue the Care Step 4: Categorize Terms 16 • Our Key Business Functions • Administrative, Patient Service, Facilities, Medical • Other Industry Examples: – Wal-mart • Cleanliness, Customer Service, Environment, Merchandise, Speed, Value – Chase • ATM, Convenience, Customer Service, Environment, Extras, Financial Products – BMW • Customer Service, Service Department, Value
  • 17. KINDRED HEALTHCARE Continue the Care Step 5: Categorize Terms 17 Administrative Service Facilities Medical Term Pos. Term Pos. Term Pos. Term Pos. manager 0.17 rude 0.13 hallway 0.14 tube 0.19 management 0.18 understaffed 0.19 dirty 0.14 sore 0.20 attorney 0.23 neglect 0.19 bed 0.16 infection 0.23 transferred 0.24 unprofessional 0.19 filthy 0.19 bacterium 0.24 reform 0.25 competence 0.23 dog 0.23 ltac 0.24 Each category has an owner and a list of actionable, negative terms. Accountability and a list of major issues for each Function.
  • 18. KINDRED HEALTHCARE Continue the Care Step 6: Empower the Team 18 • Software to track and manage online comments • Managers need a simple dashboard • Each locations needs a champion • Ask people to review
  • 19. KINDRED HEALTHCARE Continue the Care Step 7: Education 19 • Share best practices • How-to Guides • Webinar education • Cascade Communications • Leadership reporting
  • 20. KINDRED HEALTHCARE Continue the Care Step 8: Keep the Team Updated 20 • Real-time results • Email alerts • Weekly summaries • Real time response • Compliance tracking
  • 21. KINDRED HEALTHCARE Continue the Care Building a Super Star Kindred Brand • Kindred – 1 Year Ago • What We Did to Improve • Kindred Today • Lessons Learned 21
  • 22. KINDRED HEALTHCARE Continue the Care Increased Positive Reviews 22 0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 0.90 1.00 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Overall Positivity
  • 23. KINDRED HEALTHCARE Continue the Care Amazing Customer Stories 23 “I feel as though I have a new lease on life.” - Apr 15, 2013 “The Village Crossing has been an answer to my families prayers. … I sleep at night knowing that my Dad is in great loving hands!” - Apr 15, 2013 “If you are looking for quality care …, look no further than Kindred Nursing and Rehabiliation (sic) - Medical Hill .” - Apr 15, 2013 “The care was great, the staff were good. ... we are glad we chose Mansfield Plaza.” - Apr 15, 2013 “I would refer this facity (sic) to anyone who needs rehabilitation. Thanks Kindred Family.” - Apr 14, 2013 Pre-program review avg: 35 Since inception avg: 128
  • 24. KINDRED HEALTHCARE Continue the Care Category Sentiment 24 Improvement in all categories Category Positivity Before Positivity After Improvement Administrative 0.17 0.49 0.32 Service 0.29 0.74 0.46 Facilities 0.19 0.55 0.36 Medical 0.27 0.66 0.39
  • 25. KINDRED HEALTHCARE Continue the Care 12 Most Negative Terms 25 All 12 are greatly improved Item Positivity Before Positivity After Improvement rude 0.13 0.26 0.13 hallway 0.14 0.53 0.39 dirty 0.14 0.34 0.20 bed 0.16 0.36 0.20 manager 0.18 0.67 0.49 understaffed 0.19 0.30 0.11 neglect 0.19 0.33 0.14 tube 0.19 0.52 0.33 unprofessional 0.19 0.26 0.07 incompetent 0.20 0.36 0.16 sore 0.20 0.36 0.16 infection 0.23 0.38 0.15
  • 26. KINDRED HEALTHCARE Continue the Care Building a Super-Star Kindred Brand • Kindred – 1 Year Ago • What We Did to Improve • Kindred Today • Lessons Learned 26
  • 27. KINDRED HEALTHCARE Continue the Care Lessons Learned 27 1. Understand the Situation – Invest in learning what is really being said 2. Define Obsession Metrics around Categories – Align the metrics with corporate objectives – Categorize terms to make measurable progress – Stop star-gazing 3. Empower the Field – Educate them – Provide technology to make it easy 4. Focus on improvement not the problems 5. Continue to support a 5-star mentality – Replicate success across the organization – Build ongoing processes to focus on the customer’s voice
  • 28. KINDRED HEALTHCARE Continue the Care Q&A 28 Thanks for your interest! Ryan Squire Senior Director of Social Media Kindred Healthcare, Inc. @RyanSquire Ryan.Squire@kindred.com