A sneak preview of how digital technologies at the hospital are incrementally enhancing the patient experience

1. ‘Digital’ in Indian Healthcare context
April 2016

2. Opportunity space
• Revenue EnhancementFocus
• Tertiary / Super Specialty hospitals
• Primary, Secondary care chains (Retail format)Segment
• Identify areas in patient lifecycle, where digital interventions can bring in
additional revenueObjective
• Short term projects with scope to consult and implement
• Managed Services projectsIn Scope
• Futuristic view of connected care using digital technologiesOut of Scope
2

3. Outline
• Patient lifecycle – Mapping the digital play
• Patient acquisition
 Digital Marketing strategy
Case 1: Lead management campaign
Case 2: Brand awareness campaign
 Lead management dashboards to monitor patient funnels performance
• In hospital patient experience
 Operational improvement of bottleneck processes using digital technologies
Discharge process
Claim management process
• Patient retention
 Post discharge patient engagement strategies
• Key digital interventions – Summary
3

4. Patient lifecycle - Mapping the digital play
Patient Retention
Provider
Patient
Registration
desk
Channels
Physician Diagnostics
Laboratory
OutPatient
In patient
Payer (Insurance / TPA)
Surgery Discharge
Patient revisit
Pre
Authorization
Provisional
Authorization
Claim
Submission
Out Patient
Pharmacy
In Patient
Pharmacy
3
In Hospital patient experience
2
Patient Acquisition
1
4

5. Key digital interventions - Summary
5
Category Objective Proposed digital levers
1. Increase new / relevant OPD footfall Digital Marketing strategy
2. Rationalize marketing effort across patient
funnels
Assessing patient funnel performance using Lead
Management platforms like Salesforce
3. Efficiency improvement of operational
bottlenecks at patient touch points
App based platforms to help optimize key
processes like discharge, claim mgmt.
Engage patient / caregiver during the their stay at
the hospital using apps
4. Increase Patient Customer Lifetime Value
(CLV)
Use digital channels to engage with patient /
caregiver post discharge
Patient Acquisition
1
In-hospital patient
experience
2
Patient Retention
3
5

6. Channel Suitability
Digital marketing strategy
Objective: Increase new / relevant OPD footfall at the hospital
Digital Channels Type Example
Branding
campaign
Lead generation
campaign
Website Mass medium Company’s Web portal
Online heath aggregators Mass medium Practo, Qikwell, JustDial
Search engine marketing (SEM) Mass medium Google, Bing – key words
Search engine optimization Mass medium Organic content
E-mail / SMS Personalized Email / SMS id database
Social medium Mass / Personalized Facebook, Instagram. Twitter
Display advertising Mass medium Publisher inventories
Affiliate marketing Personalized TG’s closest affiliate group
Retargeting tools Personalized Vizury, Sociomantic, Komli
Visitor profiling Personalized Mixpanel, Amplitude, localytics
Mobile advertising Personalized Mobile app, display advertising
Patient Acquisition
Define Marketing objective
Identify Target group (TG)
Study TG behavior on internet
Define campaign strategy
Choose right mix of channels, partners
Run Campaign
Measure ROI
Process
6
Choosing the right channel mix & creatives is the key
1

7. Digital Campaign Strategy
Digital marketing – Case 1
Business case A premium fertility hospital has been set up last month in Kormangala needs traction
USP Latest technology, that promises pain free treatment and a higher success rate
Target group High class & Upper middle class couples who haven’t had success with IUI, IVF methods
Catchment area: Bangalore city; Age group – 32 to 38 years;
Marketing campaign Objective is Lead generation; Increase relevant enquires and footfalls
The hospital CMO is pondering about using digital channels, along with offline advertising channels
Budget – INR 25 Lakhs; Duration - 2 weeks; Measurable Output – Verified patient lead details
Patient Acquisition
7
1. SEM
2. Affiliate marketing
1. List with healthcare aggregators
2. Display advertising with Bangalore as
geo-target
Prerequisites Secondary ChannelsPrimary Channels
1. Website content update about
procedure, safety & success stories
2. TG behavior study in internet
3. Marketing creatives
1

8. Digital Campaign Strategy
Digital marketing – Case 2
Business case NationWideDoctors, a 15 clinics primary chain wants to promote Family Doctor concept
USP Positioned as Family’s Doctor; understands family health history; Uses yearly family membership subscription model
Target group Migrant Salaried professionals in IT industry; Married with family of 1 or 2 kids
Catchment area: Residential areas in Bangalore city; Age group – 27 to 40 years; Pricing– Nominal
Marketing campaign Objective is Branding to create awareness about the unique positioning
Family Doctor positions itself as the first point of care for basic diagnosis of minor ailments and seasonal diseases
Budget – Recurring INR 5L per month; Duration – 2 weeks; Measurable Output - Click Through Rate (CTR), impressions
Patient Acquisition
8
1. SEO, SEM
2. Mobile advertising
1. Social medium like Facebook
2. Affiliate marketing – e-mail, SMS
3. Contextual Display advertising
Prerequisites Secondary ChannelsPrimary Channels
1. Catalogue of services
2. TG behavior study in internet
3. Marketing creatives on positioning
1

9. Assessing patient funnel performance
Objective: Monitor funnel performance to apportion future marketing budget and effort
Patient Acquisition
Lead Management System
(LMS)
eg. SalesForce / Custom Solution
• LMS maintains master copy of patient leads
• Algorithm to resolve LMS – HIS ids (where mapping is not direct)
HIS
Technology
9
Website queries
Online aggregators
Call Centers
Outreach center
Neighborhood
Screening camps
Corporate stall
Emergency
Complete health check
Doctor referrals
Direct Walk-ins
OPD / IPD customers
Marketing campaign
Enquiries
Demand generation Organic
Advertisements
Current State
• Funnel performance vs marketing effort effectiveness
• Specialty revenue channel wise
• OPD new customers; OPD repeat customers
• OPD - IPD conversions channel wise
• Patient lead pipeline report for follow up
Dashboard / Reports
Solution
1

10. Insurance
Provider
Using Digital tech at operational bottlenecks
Objective: Identify patient touch points, that impact patient experience due to hospital operational process constraints
In-hospital patient
experience
Registration
desk
Physician Diagnostics
Laboratory
In patient Surgery Discharge
Out Patient
Pharmacy
In Patient
Pharmacy
Direct In Patient admission
1
2
3
4
1 Outpatient – Appointment scheduling Doctor availability, Uneven patient flow
2 In patient admission Bed availability, insurance confirmation, diagnosis reports etc
3 Claim management with Payer External dependency with Payer organization
4 Discharge process Complex coordination between teams – Billing, Insurance, Doctor, Ward Nurse etc
Bottleneck process examples
10
Out Patient
2

11. Discharge process
In-hospital patient
experience
11
Digital lever: Map the discharge process; Use digital technologies for workflow coordination among stakeholders
Bad Discharge
experience
People Process Material
Insurance Communication
2
IP pharmacy
checkout
Ward check out
Too many
stakeholders
Delayed discharge
decision
Discharge summary
preparation
Consumables
usage summary
Detailed bill
Lab reports
consolidation
Doctor
unavailability
Recovery schedule
not explained
Asynchronous
communication
No Escalation
mechanism
Document
Submission delay
Responding to TPA
queries
Billing
non payables
Patient dissatisfaction
Frustration, Anxiety, Distress
Patient
Doctor
Hospital
teams
HIS
Discharge
workflow
Technology driven solution
• Discharge notification is triggered by HIS to stakeholders
• Stakeholder get work items with TAT for closure
• App to help in reducing communication gap and
avoidable time delays
• Patient has updated information on the discharge
process

12. Payers
Claim management with Payer org.
In-hospital patient
experience
Digital lever: Map the claim management process; Use digital dashboards to track TATs of critical tasks to reduce patient wait time
Pain points:
1. Too many payer organizations; different processes
2. Communication happens on email – difficult to track
3. Lack of clarity on disallowances
HIS
Credit business
management
Read only view of HIS
Complete Lifecycle with TPA /
Insurance is done on this
platform
Dashboard
TPAs Govt Corp
Single view of cases crossing TAT
Interaction with Payers
through single interface
2
Technology driven Solution
Solution dashboard snapshot in Appendix
12

13. To be implemented
Patient Retention Patient Retention
3
13
Objective: Retaining a customer helps to increase the CLV
HIS
Patient data
Treatment details
Patient Master
Email id, Phone no
Device ID (app)
Patient ailment history
Treatment info (tagged)
Engagement platforms
Out of box
Patient / Caregiver
Mobile
Email
SMS
App Push
Track and engage with each patient, personally
• Opens up new revenue streams like follow-up consultation, diagnostics
• Analytics + Cloud driven approach reduces the cost per patient engagement
• Possibility of Business Process outsourcing; ROI is measurable
Offers
Follow ups
Reminders
Consult
LMS
13

14. Hospital App in patient’s mobile holds the key!
14
OPD booking
Hospital navigation
help
Hospital
AppOnline consultation
Follow up
Aliment education
Reminders, Alerts
Hospital Offers
Caregivers
coordination
IPD process
optimization

15. Summing up
15
Category Objective Proposed digital levers
1. Increase new / relevant OPD footfall Digital Marketing strategy
2. Rationalize marketing effort across patient
funnels
Lead Management platforms like Salesforce to
monitor patient funnels
3. Efficiency improvement of operational
bottlenecks at patient touch points
App based platforms to help optimize key
processes like discharge, claim mgmt.
Engage patient / caregiver during the their stay at
the hospital using apps
4. Increase Patient Customer Lifetime Value
(CLV)
Use digital channels to engage with patient /
caregiver post discharge
Patient Acquisition
1
In-hospital patient
experience
2
Patient Retention
3