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Patient Engagement

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Understand what patient engagement truly means, its benefits for both patients and providers, and how to increase patient engagement through marketing.

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Patient Engagement

  1. 1. Patient Engagement Jessica Sweeney-Platt Executive Director, Physician Performance Research
  2. 2. 75 8580 9590 0500 1510 PATIENTS PROVIDER S • Health record • Care plan and health tracking • Appointments and preventive care • Decision making • Patient-specific education • Prescription management Patient engagement is active collaboration between patients and providers 2
  3. 3. Patient engagement drives outcomes 3 Unengaged patients are… 3X more likely to have unmet medical needs. 2X more likely to defer care. http://technologyadvice.com/medical/blog/study-patient-portal-communication- 2014/
  4. 4. 75 8580 9590 0500 1510 BY 2018most Medicare payments will be tied to QUALITY CARE Engagement is critical to reimbursement 4 Source: http://newsroom.accenture.com/news/more-than-40-percent-of-us-consumers-willing-to-switch-physicians-to- gain-online-access-to-electronic-medical-records-according-to-accenture-survey.htm
  5. 5. Digital landscape continues to grow 6 63% of adult cell owners use their phones to go online • Has doubled since 2009 • 34% mostly go online using their cell phone • 21% do most of their online browsing using their mobile phone— and not some other device such as a desktop or laptop computer 69% of U.S. adults track a health indicator like weight, diet, exercise routine, or symptom • Half track “in their heads” • One-third keep notes on paper • One in five use technology to keep tabs on their health status 35% of U.S. adults have gone online to figure out a medical condition • Of these, half followed up with a visit to a medical professional 35% of U.S. adults have gone online to figure out a medical condition • Up from 30% in 2010 • Many navigate health care with the help of technology Source: The Pew Research Center
  6. 6. People want access… 7 75 8580 9590 0500 1510of U.S. patients WANT ELECTRONIC ACCESS TO THEIR HEALTH RECORDS. 37%HAVE ACCESS. >40% ARE WILLING TO SWITCH providers to get access. 84% Source: http://newsroom.accenture.com/news/more-than-40-percent-of-us-consumers-willing-to-switch-physicians-to- gain-online-access-to-electronic-medical-records-according-to-accenture-survey.htm
  7. 7. 75 8580 9590 0500 1510 If you could securely connect with your doctor online, which services would you use most? Other Schedule an appointment Get lab results Request prescription refills Fill out medical forms Ask care- related/admini strative questions Review and pay your bills 90 80 70 60 50 40 30 20 10 0 68% 62% 81% 59% 51% 53% 3% Source: Intuit Health Survey by Decipher Research, January 2011 Patients will use all the tools in a portal 8
  8. 8. 75 8580 9590 0500 1510 83%of U.S. seniors want access to medical records. 91%of Medicare patients use internet. …including seniors 9 Source: http://newsroom.accenture.com/news/more-than-40-percent-of-us-consumers-willing-to-switch-physicians-to- gain-online-access-to-electronic-medical-records-according-to-accenture-survey.htm
  9. 9. The Business Case for Portal Adoption
  10. 10. 75 8580 9590 0500 1510 $25,000* Annual Savings From electronic delivery of lab results $17,000* Annual Savings From online billing inquiries $35,000* Annual Savings From self- scheduled visits * Based on a 10-MD practice. Portal adoption pays off 11
  11. 11. Portal adoption a potential competitive differentiator 12 Portal adopters 13 percentage points more likely to return for second visit 18 Month Retention Rates Non-Portal Adopters 67% Portal Adopters 80% Portal Adopters More Loyal to Their Primary Care Providers 1 “More than Forty Percent of U.S. Consumers Willing to Switch Physicians to Gain Online Access to Electronic Medical Records, According to Accenture Survey,” Accenture, September 16, 2013.
  12. 12. Patients of all ages use the portal 0-9 yrs 10-19 yrs 20-29 yrs 30-39 yrs 40-49 yrs 50-59 yrs 60-69 yrs 70-79 yrs 80+ yrs 0% 5% 10% 15% 20% 25% 30% 35% 40% 35% 32% 30% 28% 27% 20% 10% 17% 21% Portal Adoption Rate 13
  13. 13. Higher adoption with commercial patients than Medicare, Medicaid 14 32% 29% 14% 14% 19% 16% 0% 5% 10% 15% 20% 25% 30% 35% Blue Commercial Other Medicaid Medicare Self-Pay
  14. 14. 0% 5% 10% 15% 20% 25% 30% 1-2 3-5 6-10 11-50 51-80 81+ 24% 27% 24% 25% 26% Practices of all sizes can be successful Portal Adoption Rate Median Portal Adoption Rate by Number of Providers 25% NumberofProviders 15
  15. 15. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Adoption,Past30Days 6 12 18 24 30 36 42 Practices can achieve very high adoption rates very quickly 16 Months Since Introducing Portal 91% 85% 66% 57% 55% 40% 34% OB/GYN Practice A OB/GYN Practice B Orthopedic Group Multispecialty Group A Multispecialty Group B Family Practice Pediatric Network
  16. 16. Higher portal adoption means greater engagement 17 n = 1,612 practices Metric Procrastinators (0-10% Penetration) Beginners (10-30% Penetration) Aspiring (30-60% Penetration) Pioneers (60-100% Penetration) Proportion of Practices 30% 40% 22% 8% Portal Penetration Rate 5% 18% 43% 75% Logins / Visit 0.54 0.80 1.03 1.81 Patient Msgs Sent / Visit 0.15 0.18 0.21 0.38 Provider Resp.s Sent / Visit 0.05 0.09 0.13 0.25 % messages responded to 33% 50% 62% 67%
  17. 17. Blueprint for Portal Adoption
  18. 18. Top performers do five things differently 20 1 2 3 4 5 Develop a portal adoption policy Ensure the portal delivers value to patients Implement a streamlined portal training program Craft a compelling portal marketing message Support in-office portal registration
  19. 19. Consciously articulate a strategy for adoption, moving from opt-in to opt-out Portal Adoption Policy Description Adoption Target Default to Portal Registration Portal use is assumed by default: registrars actively encourage patient registration in the office. The practice will see patients without portal accounts. 70% Tying Portal Use to Care Plan Adherence Clinicians incorporate use of a portal a central part of a patient’s care plan and discuss portal use with patients directly. Not using the portal is considered a failure to adhere to clinical recommendations. 80% Strict Portal-Only Policy Patients are required to register for portal accounts except in a limited number of cases Practices may choose not to accept new patients who decline to use the portal. 90% 1. Develop a portal adoption policy 21
  20. 20. 2. Ensure portal delivers value to patients Lab Results Delivery Service Required Practice Activity • Develop policy for pushing normal/abnormal results to patients through portal • Ensure that providers routinely provide appropriate lab results to patients Secure Messaging • Encourage patients to send secure messages • Respond to secure messages in a timely fashion General Support • Should be able to answer basic questions about using the portal in the office 1 2 3 22
  21. 21. 3. Provide streamlined staff training DO SAY: Would you like to have access to your health records online? DON’T SAY: May I have your email address? DO SAY: You may go online at your convenience to view lab results. DON’T SAY: I’ll mail you the lab results. DO SAY: Would you prefer not to be called at night (dinner time)? DON’T SAY: We’ll call you in a few days. 23
  22. 22. 4. Develop a compelling marketing message Craft a compelling portal marketing message • Provide physicians, other clinical team members, and registrars with scripting to convey benefits of portal • Take advantage of athena marketing collateral • Staff should be able to teach patients how to view lab results, send messages, pay bills, and request or schedule an appointment 24
  23. 23. Expert on-site On premise portal experts for more complicated questions and reluctant patients • Can demonstrate portal use while patients are in-office • Provide limited phone support to patients • Serve as trainer / portal evangelist to staff • Eventually, they need to work themselves out of a fulltime job (as adoption reaches critical mass) 25
  24. 24. 5. Promote in-office registration athenaCommunicator allows patients to register for the portal in the practice through one of three methods: 1. Using a staff member’s laptop or tablet directly. 2. Using a kiosk in the waiting room or lobby. 3. Texting the patient’s smartphone while they are in the office. 26 Alternative kiosk solutions: AN OLD LAPTOP. AN iPAD OR TABLET AN OLD DESKTOP COMPUTER.
  25. 25. Registration In-Office Registration Methods Have Vastly Higher Yield 57% 53% 23% 12% 4% 0.4% In-Office Kiosk or Tablet Via Registrar Computer Text Message Email at Check-In Automated Monthly Email Campaign Invitations In-Office Registration Methods At-home Registration Methods 27
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  27. 27. The athenahealth Solution 29 Reminder Calls Payment Estimator Credit Card Processing Text Message Reminders Live Operator Patient Portal Bill on EOB
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  29. 29. Thank You Jessica Sweeney-Platt

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