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Cs&E 10 - Increasing Physician Registrations On myMDAnderson
 

Cs&E 10 - Increasing Physician Registrations On myMDAnderson

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  • Barbara: Increasing myMDAnderson for Physician Registrations was designed to evaluate new cost effective techniques for growing the referring physician user-base of myMDAnderson for Physicians.

Cs&E 10 - Increasing Physician Registrations On myMDAnderson Cs&E 10 - Increasing Physician Registrations On myMDAnderson Presentation Transcript

  • Increasing my MDAnderson for Physician Registrations Raising Awareness Without Raising Budgets Clinical Safety & Effectiveness | Session 10 | April 17, 2009
  • Project Team
    • John Little Program Manager, Physician Relations
    • Yvonne Bazunu Program Manager, Physician Relations
    • Jennifer Texada Program Manager, Communications
    • Barbara Shelton, MS Sr. Educational Specialist, Performance Improvement
    • Don Robinson Sr. Educational Specialist, Performance Improvement
    • Shon Denton, MS QI Education Consultant, Performance Improvement
  • Project Partners
    • Stem Cell Transplantation
      • Dr. Richard E. Champlin Chair
      • Dr. Issa F. Khouri Medical Director
      • Debra Adornetto-Garcia Clinical Administrative Director
      • Elvira Cruz Supervisor, Patient Access
      • Marites Lang Coordinator, Patient Access
      • Sylvia Basquez Patient Access Specialist
      • Margaret Mott Patient Access Specialist
      • Rose Adkison Patient Access Specialist
      • Leticia Palacios Patient Access Specialist
    • Internet Services
      • Blair Thrash Marketing Program Coordinator
      • Jacqueline Hensler Internet Communication Specialist
    • Physician Relations
      • Lyle Green Associate Vice President
      • Brenda Hacket Project Dir. Clinical Operations
      • Jennifer Collins Manager
      • Tim Edwards Manager
      • Tracy Glover Senior Secretary
      • Sonya Carouthers-Marlin Physician Relations Associate
      • Ram Kumar Physician Relations Associate
      • Erika Henry Physician Relations Associate
    • Communications
      • Gini Reed Sr. Publications Designer
  • Aim Statement
    • To increase the current rate of physician registrations on my MDAnderson for Physicians by 5% per week by April 1, 2009.
  • What is myMDAnderson for Physicians?
    • Referring physician web portal
    • Automated referral routing
    • Access to referred patient data and appointment schedules
    • Secure - HIPAA compliant
    • https://my.mdanderson.org
    • Key Metrics
    • Over 4,300 registered physicians users
      • 502 non-US physicians
      • 77 countries represented
    • Over 4,400 referrals processed
  • Why Haven’t More Physicians Registered?
  • Awareness: Existing Processes
    • Internal Awareness Drivers
      • Care center staff training at my MDAnderson for Physicians deployment
      • Care center staff training by request
      • Quarterly Patient Access Specialist Training
    • External Awareness Drivers
      • The Office of Physicians Relations website
      • Conferences and Exhibits conducted by the Office of Physician Relations
      • Care center staff contact with referring physicians
      • Patient contact with referring physicians
  • Increasing Awareness: Developing Interventions
    • Internal
      • Build a strong foundation of internal awareness through staff & faculty education
      • Bring consistency to our message
      • Promote a deeper understanding of the value proposition
        • Increased referrals
        • Automation of some customer service requests
        • More complete referrals
      • Develop printed materials that reinforce staff awareness
    • External
      • Define the value proposition for the referring physician
        • Continuity of care enforced by EMR access
        • Streamlined referral process
      • Identify cost effective, metric-generating communication channels
      • Go global - every physician is a potential referrer
  • Interventions: Key Internal Contact Points Referring Physicians Patient Access Specialists Nursing Staff M.D. Anderson Physicians Shared Patients Office of Physician Relations
  • Interventions: Internal: Staff & Faculty Awareness
    • New presentations developed for care centers
    • Presented to Patient Access
    • & administrative staff on
    • 02/05/09
    • Presented to faculty & senior
    • administrative staff on
    • 04/07/09
    • New myMDAnderson Training Team
    • Former patient access
    • specialists in the office of
    • Physician Relations will
    • conduct periodic
    • my MDAnderson for
    • Physicians training sessions
    • in care centers
  • Interventions: Internal: Outreach
    • Developed customized scripts about my MDAnderson for Physicians for Stem Cell Transplantation patient access specialists to use when contacting referring physicians
    • Results
    • 30 Physicians contacted
      • 10 registered before contact
      • 2 Registered after contact
    • 15 referrals generated from
    • physicians after contact
    • 2 referrals submitted by newly
    • registered physicians
    • Coordinated intervention with Stem Cell Customer Service Initiative - Brenda Hackett, Project Director Office of Physicians Relations
  • Interventions: Internal: Tip Sheet
    • Patient Access Specialist Focused
    • Developed based on Stem
    • Cell Transplantation staff
    • feedback
    • Reinforces Key Elements
    • Value proposition
      • Referring Physician
      • MDACC Staff
    • Awareness creation tips
    • Basic physician registration
    • information
    • Who to call for help
  • Interventions: Internal: Patient Flyer
    • Turning patients into advocates
    • Encourages patients to inform their referring / primary care physicians about my MDAnderson for Physicians
    • Added to patient packets or supplied by caregiver in response to patient feedback
  • Interventions: Internal: Physician Relations
    • Converting Office of Physician Relations customer service requests into registrations
    • Script developed for Sr.
    • Administrative Assistant -
    • basic my MDAnderson for
    • Physicians value proposition
    • Basic registration process
    • developed to support
    • registrations
    Referring Physician Call to the Office of Physician Relations my MDAnderson for Physicians Script Forward to Physician Relations Associate For Registration my MDAnderson Member? Interested in Registration? Forward to Requested/Appropriate Support Resource No No Yes Yes
  • Interventions: External
    • Ideal Awareness Drivers
    • Global
    • Measurable
    • Repeatable
    • Little or no cost above
    • staff time
  • Interventions: External: Leveraging Social Media
    • Physicians are embracing podcasting, social networks online video and blogs
    • in large numbers
    • More than 25,000 physicians read and post to blogs and more than 80,000
    • participate in online communities
    • Source: Manhattan Research, Physicians & Web 2.0 Whitepaper 2007
  • Interventions: External: Facebook
    • Facebook
    • 200,000,000 million users
    • Age 35+ fastest growing
    • demographic
    • 70 percent of users live
    • outside the U.S.
    • Source:
    • http://www.thestandard.com/news/2009/04/08/trying-analyze-facebook-s-latest-statistics-more-status-updates-more-content-sharing
    http://www.facebook.com/pages/myMDAnderson-for-Physicians/15081140243
    • my MDAnderson for Physicians Facebook Page
    • Facebook users can become fans
    • Content about my MDAnderson for Physicians
    • includes video, system
    • screenshots, system updates, links
  • Interventions: External: Twitter http://twitter.com/PhysRelations
    • Who Follows Physician Relations on Twitter?
    • 947 Followers
    • 35 Hospitals & Healthcare Systems
    • 59 Physicians
    • 80 Media, Writers, Editors, Bloggers
    • Adding 50+ followers per week
    • 10 Conversions - Clicks through to
    • my MDAnderson for Physicians
    90 Day Follower Growth
  • Interventions: External: Video
    • Introduction to my MDAnderson for Physicians
    • Short video filmed in the Stem Cell Transplantation Center encouraging physicians to register for my MDAnderson for Physicians
    • Used Office of Physician Relations personnel, camera, and video editing software to shoot and edit video at no cost
    • Deployed through various popular public video portals
    http://www.youtube.com/user/physicianrelations Video Channel Views YouTube 60 Cancertv 2 Vimeo 5 Video.Yahoo 10
  • Interventions: External: Google Pay-Per-Click Ads
    • Campaign
    • March 1 – April 17
    • Keywords - 25
    • Impressions – 16,442
    • Clicks – 260
    • Cost - $313.26
    • Conversions – 11
    Top 5 Keywords by Performance 5.33% 13 244 stem cell cancer treatments 14.06% 18 128 md anderson referral 2.33% 23 988 stem cell cancer treatment 2.38% 24 1007 stem cells cancer treatment 1.19% 112 9440 stem cell transplant CTR Clicks Impressions Placement / Keyword
  • Interventions: External: Blogging Visitors http://jennifersreport.blogspot.com/ http://timjedwards.com/ Visitors
  • Interventions: External: Web Analytics
  • Interventions: External: Conversions Conversions represent the number of users who clicked through to the my MDAnderson for Physicians registration page
  • Interventions: External: SEO
    • Search Engine Optimization (SEO)
    • The art & science of increasing your visibility in web search engines
    • Twitter, Facebook and other social media sites have an enormous SEO impact
    • All public web activity supports SEO
  • Early Results CL 32.3 CL 29.5 Pre-Intervention Intervention Post 9.5% Increase In Registrations
  • Building an Awareness ROI Model Physician visits my MDAnderson for Physicians home page Physician visits my MDAnderson for Physicians registration page Physician becomes a my MDAnderson for Physicians member Physician submits a referral through my MDAnderson for Physicians Physician clicks on a link to my MDAnderson for Physicians
  • Enhancing Awareness ROI Capture
    • Awareness is currently 100% measurable
      • Excellent metrics generated on public web activity
        • Traffic to mdanderson.org
        • Traffic to my MDAnderson for Physicians (Prior to login)
    • Excellent metrics generated within my MDAnderson for Physicians (after login)
    • Challenge in reliably associating awareness to registrations/referrals
    Internet Presence Twitter Facebook YouTube Etc. Physician Relations Site on mdanderson.org my MDAnderson for Physicians my MDAnderson For Physicians Registration Page Some User Tracking Lost at Registration Form my MDAnderson Activity - All Post Registration Activity Captured (Referrals, Visits, Messages) Registrations Awareness Referrals
  • Lessons Learned
    • Internal awareness is our foundation
      • Knowledgeable-engaged staff are our greatest asset
    • Effective campaigns require close partnership between participating care centers, Physician Relations, Communications, and Internet Services
    • SEO (search engine optimization) impact is immediate and must be considered prior to launching external interventions
  • Future Plans
    • Begin technical discussions related to ROI
    • Continue external interventions for 60 days
    • Refine campaign based on results
    • Rollout campaign center-by-center
      • Individual efforts still benefit the whole
  • Visit us Online - Questions
    • Key URLS
      • my MDAnderson for Physicians - https://my.mdanderson.org
      • Office of Physician Relations - http://www.physicianrelations.org
      • Twitter - http://www.twitter.com/PhysRelations
      • YouTube - http://www.youtube.com/user/physicianrelations
      • Facebook - http://www.facebook.com
      • (search for my MDAnderson for Physicians)
    • Questions?