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Experience Management for Referring Physicians - WHPRMS Conference

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A recent presentation at the WHPRMS Conference on how you can step into the physicians shoes and design an engaging experience to increase referrals and grow advocacy.

A recent presentation at the WHPRMS Conference on how you can step into the physicians shoes and design an engaging experience to increase referrals and grow advocacy.

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  • 1. In their Shoes. Experience Management for Referring Physicians
  • 2. About Gelb We work with nationally-recognized Institutions: •  5 “Honor Roll” institutions •  5 out of the top 10 cancer programs •  3 out of the top 4 pediatric hospitals •  3 out of the top 10 cardiovascular programs National Benchmarking Studies: • Patient experience management • Marketing practices • Physician relations programs • International programs Ranked as one of top 35 Healthcare Consulting firms by Modern Healthcare  
  • 3. Agenda Overview Key Trends Physician Experience Defining the Message Getting started Taking Action Additional Resources  
  • 4. Patient on hold- trying to schedule an appointment Coordinating multiple schedules Wants reassurance #longwait Searching online for a new doctor A Day in the Life
  • 5. 84% believe the medical profession is in decline 82% percent believe they have little ability to change the healthcare system. 92% are unsure where the health system will be or how they fit into it three to five years from now Factors driving widespread feelings of discontent Practice erosion, from solo to centralized; patient-physician relationship Medicare / Medicaid / government – incentives, disincentives, reimbursement Uncertainty on “where they fit in” going forward Voice of the Physician   Source:  Physician  Founda2on  Survey,  2012    Size  =  13,575  physicians  
  • 6. How do we connect & engage with a disengaged customer? Voice of the Physician
  • 7. Experience Management… •  Focus on clinical quality •  Customer experience is a differentiator •  Brand & message management is essential •  Market expansion requires insight Growing Advocacy with Experience Management
  • 8. Advocate Enthusiast Follower Devotee Supporter     Does your experience create Customers or Fans?  
  • 9. Reinforce Listen Customer = Fan Deliver   Define Promise Experience Management  
  • 10. Ease of Practice Life     Functional Needs Emotional Needs Discover Drivers of Advocacy  
  • 11. Ease of Practice Life     Functional Needs Emotional Needs Discover Drivers of Advocacy  
  • 12. Using multiple channels to gather input Experience monitoring in real time Reinforce Listening posts at high impact touchpoints Listen Customer = Fan Deliver   Promise Develop a message that resonates Define Experience maps for insights and action Prioritize for high impact
  • 13. Reinforce Deliver Listen Listen Call Center Digital- Web & Mobile Referring Physicians Care Centers Customer = Fan ! Define Promise     Listen: Use Multiple Channels to Gather Input
  • 14. Reinforce Deliver Experience Mapping   Listen Customer = Fan ! Define Experience Map Define Promise Awareness Need Scheduling •  Percep&ons*/* knowledge*of* facility** •  Evalua&on*and* selec&on*of* treatment*providers* •  Choice*of*hospitals* for*delivery*/* prac&ce* •  Discussion*with* pa&ents*(diagnosis,* referral*op&ons)* •  Ideal*rela&onship* •  Preparing*pa&ents* for*what*to*expect* •  •  Physician*Liaisons* Faculty/Staff* •  •  Front*Desk*Staff* Faculty/Medical*Staff* •  Ini&al*contact* •  Coordina&on*of*care* with*specialist* •  Timing*and*ease*of* process* •  Progress*notes*and* methods*of* communica&on* •  Resources*for* pa&ents*and*their* families* •  •  Faculty/Medical*Staff* Support*Staff* Transition of Care Treatment •  Family*feedback* about*their*clinical* experience* •  •  Faculty/Medical*Staff* Support*Staff* •  Discharge*summary* •  Coordina&on*of*** onFgoing*care* •  Ongoing*pa&ent* care/support* •  CallFbacks*for* assistance* •  •  Primary*Experience*Stewards* Key Touchpoints Faculty/Medical* Staff* Support*Staff*
  • 15. Referring  Physician  Decision  Process   Facility   •  •  •  •  Previous  Experience   Outcomes   CME   Reputa2on  of  Facility   Physician   •  Word  of  Mouth   •  Recommenda2on  by   Colleague     •  Previous  Experience   •  Rela2onship   •  Networking   •  Reputa2on  of  Physician   Provide   Pa2ent   with   Info   Call   Directly   Awareness   Call   Hotline   Need   •  Urgency   •  Age   •  As  Service  to   Customer     Private   Prac2ce   Scheduling   Treatment   Transi2on  of   Care  
  • 16. Referring  Physician  Decision  Process   Facility   •  •  •  •  Previous  Experience   Outcomes   CME   Reputa2on  of  Facility   Physician   •  Word  of  Mouth   •  Recommenda2on  by   Colleague     •  Previous  Experience   •  Rela2onship   •  Networking   •  Reputa2on  of  Physician   Provide   Pa2ent   with   Info   ATtudes  to  Overcome…   •  Is  it  complex  enough  to  travel  “into  town”?   •  Is  it  complex  enough  to  travel  a  long   distance?   •  Is  it  complex  enough  to  overcome  referral   process  barriers?   Call   Directly   Awareness   Call   Hotline   Need   •  •  •  •  Complexity   Urgency   Age   As  Service  to   Customer     Private   Prac2ce   Scheduling   Treatment   Transi2on  of   Care   Ideal…   •  I  send  all  my  pa2ents  with  …  condi2on  to   your  organiza2on  whether  they  are  5  or  500   miles  away  
  • 17. Things  We  Do  Well  Today   •  In what areas can we deliver an exceptional experience? •  What are ways to surprise our physicians? •  What should be done more consistently that should be reinforced? Need   Scheduling   Arrival   Review  for  each  step   Visit   Follow-­‐up  
  • 18. Opportuni2es  For  Improvement   •  Where are we not achieving the expected outcome? •  Among these, where can we focus our efforts for process improvement? Need   Scheduling   Arrival   Review  for  each  step   Visit   Follow-­‐up  
  • 19. Reinforce Deliver Listen Customer = Fan ! Define Define Promise Aligning External Needs with Internal Processes
  • 20. Ac2on  Plan  Design   Care   Genera2ng  awareness   Outreach   Marke2ng     Communica2on   Scheduling/Transfer   Managing  Pa2ent  Care   Accessibility   Coordina2on   Pa2ents   Experience   Resources   Referrers   Emo2onal  Needs   Func2onal  Needs  
  • 21. Reinforce Deliver Listen Customer = Fan ! What is Your Message?   Define Promise Promise Creating a Meaningful Message
  • 22. Reinforce Deliver Listen Customer = Fan ! What is Your Message?   Define Promise Promise •  •  •  •  •  •  Consistent Message Reasons to Believe Images and Content Brand Channels/Media PRM for customization Source:  HSI  BarlowMcCarthy/  Gelb  Presenta2on   Creating a Meaningful Message
  • 23. Reinforce Deliver Listen Customer = Fan ! What is Your Message?   Define E-mail Templates Alerts Promise Promise •  Multimedia •  Physician Testimonials •  Multiple touchpoints: •  •  •  •  •  •  Pocket card Newletters Alerts Email templates Direct Mail Posters Newsletters Advertising/Posters Direct Mail Source:  HSI  BarlowMcCarthy/  Gelb  Presenta2on   Communicating a Meaningful Message
  • 24. Reinforce Customer = Fan Deliver Deliver Listen ! Define Promise Digital Touchpoints Website Physician Portal Scheduling( Experience) Awareness( Physical Touchpoints Call Center Treatment( First(Visit( Transi6on( Care Center Listening Posts at High Impact Touchpoints Advocacy
  • 25. Reinforce Reinforce Deliver Listen PRM with Market Data Find the right doctor Customer = Fan ! Define Transition Promise Digital Touchpoints Scheduling( Experience) Need+ Referral Experience Ease of Process First(Visit( First+Visit+ Awareness( Scheduling+ Treatment( Treatment+ Advocacy Transi6on( Follow6up+ Physical Touchpoints Key Activities Treatment Phase Communication about Patient Physician contracts call center for additional information Pain Points •  Calls not returned •  Provided incorrect information •  Need to repeat their “story” Internal Processes How can CRM support/improve process? Liaison Pain Points •  Incomplete records •  Information needs •  High volume of calls Information Needs •  What is currently collected, needs migrated •  What needs to be collected •  How should that information be organized Experience Monitoring in Real Time Are we improving? Assessing, Monitoring and Tracking •  Surveys •  Key Metrics •  Reports and Trends
  • 26. Using multiple channels to gather input Experience monitoring in real time Reinforce Listening posts at high impact touchpoints Listen Customer = Fan Deliver   Promise Develop a message that resonates Define Experience maps for insights and action Prioritize for high impact
  • 27. In Summary •  Listening to your customer is essential for developing experience management strategies that grow advocacy •  Capturing insights requires sourcing data from multiple channels and touchpoints for a complete picture of the total experience •  An organization’s ability to quickly assimilate voice of the customer data into their experience management strategy can help keep pace in the ever – evolving healthcare industry
  • 28. Getting Started •  Create your experience map •  Identify digital and physical touchpoints and data available •  Identify any gaps (where you need information) •  Use your experience map to provide a visual of the current and ideal experience •  Prioritize change at high priority touchpoints/interactions •  Share insights with other stakeholders to develop an action plan for impact
  • 29. Questions?  
  • 30. “The experience begins and ends outside the institutional walls. This is where expectations are set and advocacy (word of mouth) often takes place.” - Gelb Consulting Group Questions? Shannon Frazier sfrazier@endeavormgmt.com