Webinar: How Your Website Can Drive Patient Activation

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  • 1. How Your Website Can Drive Patient Activation December 11, 2012© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 2. Speakers Robin Doerr Joseph Hice Exec. Director, VP, PR & Marketing Marketing & Communications Moffitt Cancer Center Children’s Hospital Colorado Ty Glasgow Brian Bolton Exec. VP, SVP of Marketing Global Operations Bridgeline Digital Bridgeline Digital© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 3. Presentation Outline Who is Bridgeline Patient Activation Children’s Hospital Moffitt Overview Colorado Cancer Center Why it’s important? Case Study Case Study Levels of Activation Benefits Ways to Drive Using the website© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 4. Presentation Outline Who is Bridgeline Patient Activation Children’s Hospital Moffitt Overview Colorado Cancer Center Why it’s important? Case Study Case Study Levels of Activation Benefits Ways to Drive Using the website© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 5. Who Is Bridgeline Digital! Digital Engagement Solutions provider Developer of the iAPPS platform »  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
  • 6. How We Build Customer Success We help our customers achieve their key initiatives by leveraging web technologies© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 7. Hundreds of Customers Rely on Bridgeline & iAPPS© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 8. Hundreds of Customers Rely on Bridgeline & iAPPS© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 9. Digital Solutions for Health Care Organizations Maximize the effectiveness of your web presence •  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.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 10. Presentation Outline Who is Bridgeline Patient Activation Children’s Hospital Moffitt Overview Colorado Cancer Center Why it’s important? Case Study Case Study Levels of Activation Benefits Ways to Drive Using the website© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 11. 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
  • 12. Why is it important? Affordable Care Act (ACA) provisions tie patient satisfaction to Medicare reimbursement 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© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 13. Proactive Steps Patients Can Take Patients can drive their own health outcomes in many ways •  Determine what type of treatment they can get. •  Monitor own conditions. •  Comply with physicians •  Make decisions to seek professional care.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 14. The Levels of Patient Activation LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 Disengaged Becoming Taking Action Maintaining and aware, but still behaviors Overwhelmed struggling and pushing further “My doctor is “I could be “I’m part of “I’m my own in charge of doing more.” my health care advocate.” my health.” team.” a Increasing Levels of Activation© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 15. Benefits of Patient Activation According to Survey from the American Public Health Association: •  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.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 16. Driving Patient Activation Ways Healthcare Organizations Drive Patient Activation: High •  Website •  Incentive Based Programs Effectiveness •  3rd Party Internet Resources •  Social Media •  T.V. •  Brochures Commercial (PSAs) •  Educational Health Classes •  Print Ads •  Newsletters Low High Cost ($)© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 17. XYZ! Let’s focus on websites!©© 2010 Bridgeline Software,The Digital EngagementInc. Company 2012 Bridgeline Digital, Inc.The Digital Engagement Company 17
  • 18. Your Website Drives Patient Activation© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. Poorly Developed Websites Lead to Patient Loss What Do Visitors Do When They Can’t Complete Their Goals on a Website? According to recent research conducted by Forrester … •  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.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 23. Presentation Outline Who is Bridgeline Patient Activation Children’s Hospital Moffitt Overview Colorado Cancer Center Why it’s important? Case Study Case Study Levels of Activation Benefits Ways to Drive Using the website© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 24. 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
  • 25. Children’s Hospital Colorado Background •  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© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 26. Children’s Hospital Colorado Background •  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© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 27. 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
  • 28. 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
  • 29. Children’s Hospital Colorado Background© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 30. Presentation Outline Who is Bridgeline Patient Activation Children’s Hospital Moffitt Overview Colorado Cancer Center Why it’s important? Case Study Case Study Levels of Activation Benefits Ways to Drive Using the website© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 31. 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
  • 32. 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
  • 33. Moffitt.org – Redevelopment Project “Went straight “Picture looks to search. Was like a bunch of to difficult to pyramids!” navigate” “Font size is too Finding for discussion: small and hard to Many users who are patients no read.” longer come to main site and have bookmarked Patient Portal. “Blue is too much.” 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.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 34. Peer Website Review Responded “Like video.” well to colors. Note size of image. Responded well to colors. “Word HOPE and that’s what you need when you have cancer.”© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 35. 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
  • 36. Moffitt.org - Great User Experience Features that drive engagement: •  Patient focus begins on the home page with short video testimonials from patients treated at Moffitt. Big, bold graphics of patients.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 37. Moffitt.org - Great User Experience Features that drive engagement: •  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.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 38. Moffitt.org - Great User Experience Features that drive engagement: •  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.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 39. Moffitt.org - Great User Experience Features that drive engagement: •  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.© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 40. Moderated Discussion Robin Doerr Joseph Hice Exec. Director, VP, PR & Marketing Marketing & Communications Moffitt Cancer Center Children’s Hospital Colorado Ty Glasgow Brian Bolton Exec. VP, SVP of Marketing Global Operations Bridgeline Digital Bridgeline Digital© 2012 Bridgeline Digital, Inc.The Digital Engagement Company
  • 41. Thank You© 2012 Bridgeline Digital, Inc.The Digital Engagement Company