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Leading the Customer Experience Revolution: Baystate Health, Cleveland Clinic and Boston Children's Hospital

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Leading the Customer Experience Revolution. Customer experience is radically shifting to the forefront in healthcare. Examine the leadership role of marketing in driving excellence in service design, patient experience, and social engagement.
Margaret Coughlin, SVP and Chief Marketing & Communications Officer
Boston Children’s Hospital (Boston, MA); Suzanne Hendery, VP, Marketing & Public Affairs, Baystate Health (Springfield, MA); Paul Matsen, Chief Marketing & Communications Officer Cleveland Clinic (Cleveland, OH); Linda MacCracken, (Facilitator), Senior Principal, Accenture. Presented at the 2016 Healthcare Marketing & Physician Strategies Summit, Chicago, 5/22/2016

Published in: Health & Medicine
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Leading the Customer Experience Revolution: Baystate Health, Cleveland Clinic and Boston Children's Hospital

  1. 1. Healthcare Marketing and Physician Strategies Summit May 24, 2016 The Customer Experience Revolution: Baystate Health / Cleveland Clinic / Boston Children’s
  2. 2. Healthcare Marketing & Physician Strategies Summit The Experience Revolution • Suzanne Hendery / Baystate Health Vice President & Chief Marketing and Communications Officer • Paul G. Matsen / Cleveland Clinic Vice President & Chief Marketing and Communications Officer • Margaret Coughlin / Boston Children’s Hospital Senior Vice President & Chief Marketing and Communications Officer • Linda MacCracken / Accenture • Senior Prinicipal, Consumer Engagement
  3. 3. 3 The Experience Revolution • Customer experience is radically shifting to the forefront in healthcare. Examine the leadership role of marketing in driving excellence in service design, patient experience, and social engagement Copyright © 2016 Accenture All rights reserved.
  4. 4. 4 Experience Revolution 2016 Accenture Consumer Research Consumers (now) find provider switching a hassle though are less loyal than to banks and hotels Consumers pick providers based on personal recommendations and customized experiences Switching challenges will evaporate as… Valued experiences create more personalized experiences Switching will increase due to digital health adoption and transparency 75% 80% 85% 90% 95% 100% 0% 10% 20% 30% 40% 50% 60% 70% Higher Lower EasierHarder Ease of Switching ConsumerRetention Food Service Healthcare Providers Cable/Satellite Service Wireless Service P&C Insurance Retail Banking Gas and Electric Utility Life Insurance Consumer Electrics Hotels & Lodging Consumer Good Retailers
  5. 5. Baystate Health: Best Practices to Continually Re-Engage with Patients & Physicians Ask, listen and deliver Copyright © 2016 Accenture All rights reserved. 5 A Massachusetts Health System 1 2 3 Provide edutainment programs Design service approach for new programs
  6. 6. Baystate Loyalty Clubs: Creating Ongoing Engagement With Seniors and Women Over the next 20 years, seniors will remain the dominant category for hospitalization. Senior Class: Began 1987 Members: 22,000, 55+, region-wide, hospital based Staff: 1 FTE and volunteers Women make the majority of healthcare decisions. Spirit of Women: Began 2001 (not associated with national Spirit of Women program). Members: 15,000, women of all ages, region-wide, hospital based, free. Staff: 1 FTE Cost per member: $5-$7 per program Total annual budget for each program: ~$120,000 (includes staff) yet self-supporting with sponsorships ROI: Typically 30% of program attendees will make appointments Member Benefits Newsletter (print and email) with programs with MDs Social events Relationship with 1 person who cares Service and product discounts Why Seniors? Why Women? Costs Health System Benefits Medicaid Managed Care program Marketing Development Legislative Affairs Volunteers Community Relations Accountable Care Organization (ACO)
  7. 7. Assess & Define Culture Comm Campaign Leaders’ Toolkit New Employee Orientation Reward & Recog ACCOUNTABILITY On-the-Job Training Rounding Coaching Performance Evaluations Slide used with permission from Jake Poore, Integrated Loyalty Systems Baystate Service & Facility Design Process: Engaging Physicians & Their Teams For Excellent Patient Experience
  8. 8. 17 Triage concerns to Identified “Go To People” For Resolution Clinical Services Operations “Go To People” Warm hand off Pathways for complex patients Baystate Physician Referral Program : Engaging Physicians For Excellent Referral Experience Issues/ Concerns Issues/Concerns Key Information Office of Physician Referral Management “Always says yes!” Physician Liaisons Interfaces with Field Reps Referrals Data Analytics
  9. 9. 49,166 Employees 9 Community Hospitals 21 Family Health & Wellness Centers 6 National & International Locations
  10. 10. • Transparency • Communications • Caregiver Experience
  11. 11. Physician Ratings Physicians ranked #1 in Google 81% 2015 Page Views 3.1 Million Page Views Q1-Q4 +37%
  12. 12. 0 20 40 60 80 100 2009 2010 2011 2012 2013 2014 Q2 '14- Q1 '15* Nat’l %ile Rank Nurse Comm Doc Comm Meds Comm Patient Discharges Cleveland Clinic HCAHPS Ratings National Average Source: CMS *latest published hospital ratings
  13. 13. Caregiver Experience Patient Experience Employee Engagement Clinical Excellence Caregiver Experience
  14. 14. Brand RECRUITMENT ONBOARDING EDUCATION ENGAGEMENT PATIENT EXPERIENCE
  15. 15. Caregiver Experience Pageviews 25,000 Monthly Visits 800
  16. 16. “The strength of the individual was the strength of the group.” - George W. Crile, MD Everyone at Cleveland Clinic is a caregiver. We all have the power. The power to help. The power to heal. The power to change lives — beginning with our own. That’s the power of the group. That’s THE POWER OF EVERY ONE.
  17. 17. THE POWER OF EVERY ONE
  18. 18. Boston Children’s Digital Customer Experience Journey - Urology 2016 Key Performance Indicators (KPI’s) - Reduced Cancellations - Reduced wait time patients & Clinicians - Increased operational efficiencies Pre-Treatment Treatment Post TreatmentAcquisition Awareness Search treatment SEM & SEO Social Media Targeted email Earned Media Social Sphere Reputation Sites Google Search Google + HealthGrades Blogs & ratings BCH Site Sponsored Content Consideration Service Portal Mobile Responsive Clinician Profiles Ratings Engagement BCH Site Laptop Schedules visit in Epic Software Online Form Determination Upload films Completes digitized forms online Alert is emailed to admin forms are completed Emails triggered 1. Confirm App 2. Directions 3. Link to forms 4. PDF on conditions Text reminder (7 days prior) Treatment Digital check-in Reduced Lines & wait time for patients & clinicians Clinician has complete information before visit Administration Retrieves forms Prepares visit package Uploads legible forms into PowerChart Service Portal Chart, vitals & data Testimonials story Telling Remote monitoring Retention Doctor emails meaningful use education forms Patient follow-up reports & emails Social Sphere
  19. 19. Objective Create CHD community that will strengthen patient loyalty & grow volume  Well defined, consistent content approach – with a focus on humanizing our care  Partner with Heart Center staff – consistently celebrate progress Impressions / Engagement / website traffic / 2nd opinions / referrals Measurement 53K fans 1.5K avg. post engagements 17 patient leads 35 referral questions  Respond to every post to page, engage with all comments  Re-share fan content (Photo of the Week)  Partner with relevant advocacy groups and leverage content  Utilize video / photography / stories – clinician/patient specific Tactics Community Strategy
  20. 20. 22 • Our commitment to becoming a High Reliability Organization • Enterprise-wide culture shift around key behaviors that support quality, safety and experience: » Speak Up for Safety » Communicate Clearly » Pay Attention to Detail • For our families, this means building a culture where: » They feel confident asking questions » We encourage them to ask » We close the loop on all communications
  21. 21. 23 The Experience Revolution • Customer experience is radically shifting to the forefront in healthcare. Examine the leadership role of marketing in driving excellence in service design, patient experience, and social engagement Copyright © 2016 Accenture All rights reserved.
  22. 22. Healthcare Marketing & Physician Strategies Summit The Experience Revolution • Suzanne Hendery / Baystate Health Vice President & Chief Marketing and Communications Officer • Paul G. Matsen / Cleveland Clinic Vice President & Chief Marketing and Communications Officer • Margaret Coughlin / Boston Children’s Hospital Senior Vice President & Chief Marketing and Communications Officer • Linda MacCracken / Accenture • Senior Prinicipal, Consumer Engagement

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