Improving the Patient Experience Through Content

Improving the
Patient Experience (PX)
Through Content
Ahava Leibtag, President
Aha Media Group
New England Society for
Healthcare Communications
June 1 2016

Who I am
Ahava Leibtag
President
Aha Media Group
@ahavaL
Download the first chapter
for free at
www.thedigitalcrown.com
www.ahamediagroup.com

Patient Experience Experts
• Marissa Duswalt, Director, Patient Experience, Stanford
Healthcare
• Tony Padilla, Chief Patient Experience Officer, UCLA Health
• Stephanie Reid, Director, Patient Experience, Carroll Hospital
• Paul Sommer, Senior Director, Patient Experience, Geisinger
Health System

o Connect with Compassion by addressing the patients as
Mr./Ms. or by the name that they prefer.
o Introduce yourself with Integrity by stating your name and
your role.
o Communicate with Teamwork what you are going to do, how
long it is going to take, and how it will impact the patient.
o Ask with Discovery by anticipating the patient needs,
questions, or concerns.
o Respond with Respect to patient questions or requests with
immediacy.
o Exit with Excellence by ensuring all of the patient's needs are
met.

0
20
40
60
80
100
120
2011 2012
Press Ganey Scores at Stanford after implementing CICARE
Cancer Ambulatory
Source: https://stanfordhealthcare.org/health-care-professionals/medical-staff/medstaff-update/2013-february/201302-strategies-for-improving-the-patient-experience.html

How do we improve the patient
experience through content?

Content and user experience
are your digital front door.

How do we create great
experiences?

Build a customer service experience
Show what will happen
Speak their language
Answer what’s in it for me?
Keep it real (but don’t be afraid)
Make it easy

The
Washington
Post

Red Light
A primary brain tumor is a group (mass) of abnormal cells that
start in the brain. Brain tumors can directly destroy brain cells.
They may also indirectly damage cells by pushing on other parts
of the brain. This leads to swelling and increased pressure
within the skull.

Green Light
The X Tumor Center at X Hospital is a national leader in brain
tumor therapies and research. When routine treatment fails,
patients and doctors turn to us.
Patients and their families travel from around the country to
find hope through a personalized treatment plan and a
coordinated care team. Our mission is to turn brain tumors into
a chronic, controllable disease.

Green Light
The best way to understand the highly complex process of
neuroregeneration therapy and how it works on the brain, is to
compare it to the home remodeling process done on a damaged
house.
For example, new plumbing mechanisms (blood vessels), new
electrical connections (synapses), and new rooms (brain cells)
may be required to regain function.

Are we connecting?
• World-class
• Advanced
• Multidisciplinary
• Cutting-edge
• Compassionate
• Patient-focused
• Ranked by U.S.News & World Report

CHALLENGE:
TOP 50 CANCER WEBSITES

Rank Top 50 Cancer Hospitals (*U.S. News & World Report) Rank Hospitals
1 University of Texas MD Anderson Cancer Center 26 Cedars-Sinai Medical Center
2 Memorial Sloan-Kettering Cancer Center 27 University of Kansas Hospital
3 Mayo Clinic (Rochester, MN) 28 Vanderbilt University Medical Center
4 Johns Hopkins Hospital 29 Yale-New Haven Hospital
5 Dana-Farber/Brigham and Women's Cancer Center 30 Fox Chase Cancer Center
6 Massachusetts General Hospital 31 University of Chicago Medical Center
7 UCSF Medical Center 32 IU Health Academic Health Center
7 University of Washington Medical Center 33 Mayo Clinic (Phoenix, AZ)
9 Cleveland Clinic 34 Mayo Clinic (Jacksonville, FL)
10 Stanford Hospital and Clinics 35 Hackensack University Medical Center
11 UCLA Medical Center 36 University of Iowa Hospitals and Clinics
12 Wake Forest Baptist Medical Center 37 University of Minnesota Medical Center
13 Hospital of the University of Pennsylvania 38 NYU Langone Medical Center
14 Northwestern Memorial Hospital 39 University of Maryland Medical Center
15 City of Hope 40 Houston Methodist Hospital
15 Seidman Cancer Center at UH Case Medical 41 Roswell Park Cancer Institute
17 Thomas Jefferson University Hospital 42 UC San Diego Medical Center
18 Duke University Medical Center 43 University of North Carolina Hospitals
19 Moffitt Cancer Center 44 Emory University Hospital
20 Ohio State University James Cancer Hospital 45 Nebraska Medical Center
21 Barnes-Jewish Hospital/Washington University 46 Hahnemann University Hospital
22 New York-Presbyterian University Hospital of Columbia and Cornell 47 University of Wisconsin Hospital and Clinics
23 University of Colorado Hospital 48 USC Norris Cancer Hospital
24 University of Michigan Hospitals and Health Centers 49 Oregon Health and Science University
25 UPMC-University of Pittsburgh Medical Center 50 Beth Israel Deaconess Medical Centerwww.ahamediagroup.com

SURVEY
• Used Survey Monkey
• Sent out link through emails, Twitter, Facebook and LinkedIn
• Survey was open for 6 weeks
• Closed survey at 200 respondents

GENDER
66%
34%

AGE
30%
34%
8%
6%
22%

EDUCATION
6%
41%
54%

EXPERIENCE
52%
48%

WORDS/PHRASES
• World-class
• Advanced
• Multidisciplinary
• Cutting-edge
• Compassionate
• Patient-focused
• Ranked by U.S. News & World Report

21%
World-Class
9

ADVANCED
43 26%

MULTIDISCIPLINARY
14 28%

CUTTING-EDGE
5 21%

COMPASSIONATE
17 47%

RANKED BY
U.S. NEWS & WORLD REPORT
21 43%

PATIENT-FOCUSED
1 70%

Red Light
Minimally Invasive Aneurysm Repair throughout the Aorta:
When patients are turned down for surgery elsewhere, we
often have a minimally invasive solution for them that uses
small incisions for access. For aneurysms, we do this
endovascular work throughout the aorta — an unusual
distinction .
11
1

Green Light
[H3] Minimally Invasive Aneurysm Repair: Benefits and Challenges
Endovascular aneurysm repair can provide several advantages over
traditional, open surgery. It provides an option for patients too frail or sick
for surgery because the doctor does not need to stop your heart to perform
the procedure. And, there is typically not a need for general anesthesia.
Other benefits include:
• Smaller incision(s)
• Less pain
• Shorter hospital stay and recovery

Backstory:
He has been working for the same law firm for 12
years and business has been growing quickly. His
administrator hired the previous two IT companies
but neither of them could keep up with the firm’s
growing needs and he was disappointed by their work
ethic. He knows the firm needs outstanding outside
help because they don’t have the resources to bring in
an internal IT employee. He wants a company that will
help anticipate the firm’s needs. He wants to hire a
highly recommended company that is extremely
reliable.
Age: 38
Lives in: Bethesda, MD
Education: Georgetown Law School,
Penn Undergraduate
Occupation: Patient Attorney in
Washington, D.C.
HH Income: 250K (+50K)
Family: Wife, Julie, 34, Graphic Designer
Daughter, Danielle, 11
Son, Michael, 8
Lifestyle/Personality:
• Drives an Acura and wife drives a
Honda CRV
• Gym membership and plays tennis
• Coaches Michael’s soccer team
• Family travels twice a year to California
• Shops at Brooks Brothers and J.Crew
• Dines out often with clients
Devices and Channels:
iPhone, iPad, laptop and desktop
News and Information:
Reads the Wall Street Journal and world
news online
Tasks and Objectives:
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
• Is there an assigned primary technical
consultant?
• Will you recommend and purchase
hardware and software products for my law
firm?
• What is your pricing structure?
• Who are some of your clients? Can you
provide customer recommendations?
Adam J. Seeking IT services: “We need professional help with our IT.”

Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
legal industry?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Content:
• Services
• Portfolio
• Support Hours
Possible Content:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement

Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
legal industry?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
• Search online
• Referrals
Possible Pages:
• Services
• Portfolio
• Support Hours
Possible Pages:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement

Personas
Personas are…
• Built on data
• Representative of customers’
actual attitudes, goals and thinking
• A powerful design tool that
promotes deep customer empathy
• A valuable way of ensuring we
keep the customer at the center of
our thinking as we design and write
Personas are not…
• Based on assumptions
• A market segment
• Sales projections
• A single individual

Workshop: Create a persona
and a journey map

Create a Persona and Journey Map
1. Gather in groups of three
2. Choose a persona for:
– Breast cancer
– Eating disorder treatment
– Joint replacement surgery
3. Fill out the persona worksheet
4. Map the user journey

Backstory:
xx
Age: XX
Lives in: XX
Education: XX
Occupation: XX
HH Income: XX
Family: XX
Lifestyle/Personality:
• XX
Devices:
XX
News and Information:
XX
Tasks and Objectives:
• XX

Motivations
• XX
Primary Questions
• XX
Secondary Questions
• XX
Actions
• XX
• XX
Possible Content:
• XX
Possible Content:
• XX
Possible
Modes of
Engagement

Source: https://www.healthcatalyst.com/how-cleveland-clinic-improve-patient-satisfaction-scores-data-analytics

Red Light
At X Hospital’s Spine Center, treatment plans for spine trauma
and disease begin with a thorough evaluation and an accurate
and precise diagnosis of your spine condition.

Green Light
X’s neurosurgeons and orthopedic surgeons always ask the
most important question first: Can this patient be helped by
surgery? There are two answers that surgeons look for before
recommending surgery to you:
• Your pain is likely to be relieved only by surgery
• Your condition requires surgical correction to stabilize the
spine and prevent future damage

Red Light
We are the best because we said so.

Green Light
Patients from around the region and around the world come to
us for our approach. That means we treat 3 to 4 times the
number of brain tumor cases than other cancer centers.

Red
Light
www.ahamediagroup.com 144
With the region's most advanced Neonatal Intensive Care
program for critically ill and premature newborns—even
those weighing less than one pound- X is a primary
neonatal referral center and resource for more than 40
hospitals.
Every day, doctors from across the region trust us to care
for their tiniest and sickest patients. They refer to X
because they know we can treat the most complex
illnesses and perform surgical procedures that require the
highest level of expertise.
Ranked ninth and consistently named as one of the
nation’s best by US News and World Report, X has the
only top ten NICU in the region, including State #1, State
#2 and State #3.
We are committed to a team approach that includes the
family as a core part of the care team. Our experts
support your entire family during this challenging time
through a wide range of services, including wraparound
programs for you and your baby while in NICU and after
you return home from the hospital.
Link as appropriate

Green Light
Extraordinary Care for the Tiniest Babies
If your premature or sick baby needs special care, our
neonatology program is where you will find hope in an
experienced team of pediatric specialists there to care for your
little one. Our physicians, nurses and staff take care of the
smallest patients—including those who weigh less than one
pound. U.S. News & World Report ranks our NICU in the top 10
in the country–the only Neonatal Intensive Care Unit in State
#1, State #2 or State #3 with that honor.

Same-Day Appointments
Cleveland Clinic

20%
40%
46%

Green Light
Benefits of a Multidisciplinary Approach
All of our experts see patients in our breast cancer clinic.
Patients can expect to see up to four specialists in one day and
can expect to leave with a plan for treatment. Our pathology
lab is right in the clinic, so if you need a biopsy, you can receive
a diagnosis that same day. Learn more about diagnosis and
treatment.

• Connect with compassion
• Introduce yourself with
integrity
• Communicate with
teamwork
• Ask with discovery
• Respond with respect
• Exit with excellence
• Build a customer service
experience
• Show what will happen
• Speak their language
• Answer what’s in it for me?
• Keep it real (but don’t be
afraid)
• Make it easy

Thank you!
Ahava Leibtag
Aha Media Group
ahavaL
Linkedin
Facebook

Improving the Patient Experience Through Content

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Editor's Notes