how do you make healthcare's customer experience as good as your customer experience with other industries?

1. Together, We Can Define Healthcare Consumerism

2. What if managing your health could be as easy
as managing your bank
account?

3. The last, best customer experience anyone
has anywhere…

4. Is their minimum expectation for the healthcare experiences
they want everywhere…
According to McKinsey: The greatest healthcare myth: Consumers do not
bring the same expectations about customer experience to healthcare as
they do to other industries

5. McKinsey On Healthcare:
• Consumers have three demands about digital healthcare service:
• Find & schedule appointments
• Complete repetitive administrative tasks without speaking to someone
• Do what they want when they want
• 70% of consumers want their health system to regularly digitally monitor their health
data

6. Consumer Experiences Are Cumulative

7. What Is Consumerism’s Expectation Gap?
Pre-Treatment Experiences Post-Treatment Experiences
Treatment
HCAHPS Experiences
Unsatisfied consumers
leave w/o buying
Unsatisfied patients
don’t return or refer
Health systems focus only on the RED.
Consumers focus on every experience every time over a long period.
The difference between the blue and the red is the Consumer Expectation Gap

8. …for everyone, every time, at any time, and on any device
Health systems must deliver a remarkable customer
experience…
…your healthcare in your pocket

9. What’s The Big Deal?
“Retention is for wimps. We measure the percentage of
customers who have our name tattooed on their body.”
(Harley Davidson Annual Report)
“80% of CEOs believe their brand provides a superior
patient experience…
…8 % of their customers agree“
(Bain & Company)

10. Driving Health & Wellness Through a Call Center…
…makes consumerism a failure
Driving Health & Wellness digitally…
…makes consumerism a business strategy

11. Patient & Consumer Access Today…
11
Today, almost 100% of access
Happens by phone from 8-5, M-F.
Nobody wants to call

12. How Do Consumers Access Today?

13. 13
Patient Consumerism Tomorrow…
A remarkable experience for every patient every time (on any device)
Call
Center
Customer
Portal
Mobile
platform
Social
Media

14. Consumer Access Value Chain
14

15. How Do People Rate Consumerism?
A remarkable experience for every patient every time (on any device)
Ease of Access
Process Efficiency
Process Consistency
Clinical Outcomes
Continuity of CareCustomer Service
Mobility
Process Transparency

16. Access, Engagement, & Experience
access drives everything—if access is poor, so are…
• Engagement
• Customer & patient experience
• Patient acquisition & retention
• Care management
• Readmissions
• Adherence

17. Patient Experience Versus Consumerism
PX is for Patients
Consumerism is for:
• Patients
• Prospective patients
• Caregivers
• Family members
• Referring physicians
PX happens in a facility (bricks) Consumerism happens
everywhere (clicks) everyday
Consumerism should be
measured
Consumerism collects and
analyzes all kinds of data
PX is measured
PX collects & stores EMR data

18. Consumerism Will Be Marketing’s Most Strategic Inbound Marketing
Tool……collecting, analyzing, & answering all kinds of consumer
data
• How did they find you (Yelp!, Facebook…)
• What time of day did they contact you
• What did they do online
(Schedule, Pay, Refill, Chat, Buy, Uber, pre-admit, triage…)
• Did they become a patient
• What services did you provide
• How many times did they contact us
• Did they use a mobile device
• Did they create a consumer profile
• Did the create profiles of family members
• How much revenue did they create
• What follow up is required

19. How Health Systems Acquire
Patients (outbound marketing)
Billboards
Radio
Telemarketing
Social media
Physicians
Online forums
Website
Buy/No buy decision
Support groups
High per-Patient
Acquisition Cost,
Low Return
Mobile-first
YouTube, Facebook, Yelp!
Set up profile
Services viewed
Select your health system
Schedule
Be treated
Chat online
How Patients Acquire Health
Systems (inbound marketing)

20. Consumer Equity Management—Going From Bricks To Clicks
“Win-backs”
Referred Patients
Acquired Patients
Retained Patients

21. The Bridge Between Consumers & Their Health System Is Broken…
Consumers cannot access their health system
Their health system cannot access them
Consumerism’s secret sauce is capturing consumer-generated data

22. Patients & Consumers Are Asking…
…who will manage my health?
Patients & Consumers collect a lot of health data…
Health Apps
Wearables
Healthcare does not actively collect, monitor, or react
to consumer-created health data

23. The Health Data Patients & Consumers Collect About Themselves
is…
…almost worthless to them
“I’m not a security guard; I’m a security
monitor…The bank is being robbed.”
Health systems do not even attempt to monitor consumer-
created health data

24. Patients & Consumers Are Asking…
Can you manage my health & wellness?
• Collect my health data every day
• Turn my data into information
• Analyze the information
• Tell me what to do
Habitual, COGNITIVE Health…OK Google

25. OnStar Is A Consumerism Platform For Cars
• OnStar collects my car’s data every day
and tell me when there is a problem
• OnStar is interactive and always
available
Nobody Is Doing This Today For Healthcare
…but they could…

26. Consumerism’s Roadblock Comes From Trying to Use Old
Technology…
…to solve a new problem

27. Out of many, one (E pluribus unum)
This
became…
this…

28. Out Of Many, One
What if this… …became this?

29. …like this?

30. …healthcare in your pocket?

31. An Integrated Consumer Healthcare Portal
…the mother of all
apps

32. Thank You