Role of Marketing In Access

Transcription

1 May 5, 2014 Role of Marketing In Access From the Patient s Perspective Presenter: Jean Hitchcock, VP Public Affairs & Marketing 1

2 MedStar At A Glance $4.5B System Ten hospitals in Maryland and Washington, D.C. region Academic medical centers and community hospitals 30,000 Associates - 8,000 RNs 6,000 Affiliated Physicians - 1,600 employed physicians - 1,100 Residents/year 2

3 MedStar Access At A Glance Many call centers and many vanity numbers 16 public web sites not all managed internally No explicit service standards Patient pathways not part of clinical pathway Rebranded in

4 Access Task Force Formed at System Level All contact centers for patients included All media for access Looked at patient preferences and market nuances Work continues in two key areas for marketing: Call (contact) Center Web and Social Media 4

5 Marketing Took it Further Signage and way finding Decreased the number of vanity phone numbers Started to build the infrastructure for web assets Joined with CMO to develop single data base for credentialing Redesigned not only the web assets but the intranet as well 5

6 Creating a Positive Patient Experience Through Access Patient Experience Service Standards Training Technology Knowledge 6

7 Marketing Business Requires Access Must have capacity to drive business Must have easy access for patients Look at banking Segment your access by demographics Integrate efforts with IS developments 7

8 Call Center aka Contact Center Developing the strategic plan for our 143+ call centers Standardization around technology Service standards and training Created a single data base for all affiliated physicians for referrals here and on web 8

9 Web Assets Strategic Plan developed by and for patients Three-year plan of staffing and funding Consolidated 16 public sites into one system site 9

10 Mystery Shopping (MS) to Ensure the Patient Experience Mystery shopping is required for all services marketed The MS reports influence operations by giving a real time assessment of operation. MS takes the Point of View of the patients. 10

11 Recent Developments Centralized scheduling is being rolled out everywhere Zoc Doc as an interim strategy Access is reported by physician to CMO 11

12 About Greystone.Net Eighteen year old healthcare Internet firm based in Atlanta, GA and providing a series of Internet-related consulting services and products: Internet and Intranet Strategic Planning National Web Site Benchmarking Search Engine Optimization Call Center Web Integration Web Site Design, Usability Testing, and much more Greystone has more than 300 clients nationwide including: Community and multi-hospital systems Academic Medical Centers Children s hospitals Other healthcare related companies Deep expertise in healthcare: Administration, Operations and Planning Marketing and Public Relations and Web Services Recognized leader in Healthcare Internet Technology 12

13 Customer is KING Consumers Patients/Families Physicians Employees Others And they are all seeking the best possible EXPERIENCE 13

14 Access Influences Customer EXPERIENCE and great digital implementation improves ACCESS The Web et al, Digital, changes our capabilities and expectations for access. Web sites Mobile Social 14

15 Do You Remember? Asking your friends for a restaurant suggestion? Waiting to call until the restaurant opened to make a restaurant reservation? Looking through the classified ads in the newspaper? Driving to the movie theater and hoping the movie wouldn t be sold out? Spending hours in the book store trying to find that book you were looking for? Waiting 5 years for your next class reunion to find out what s going on with your ex? Or your best friend from high school? 15

16 Technology and Online Usage 16 Pew Internet Study, 2013

17 Gadget Ownership by American Adults 17

18 Mobile Bigger Than All This Year Mobile Users > Desktop Internet Users Within 5 Years Global Mobile vs. Desktop Internet User Projection, E Internet Users (MM) Mobile devices accounted for 55% of Internet usage in the United States in January As of January 2014, 55% of American adults had smartphones, while 42% owned tablets according to the Pew Research Center.

19 Consumers Are Leveraging Online Tools 19

20 Search is the Most Visited Web Site via Smartphone 20

21 What Patients Want Online Interest in Using from Hospitals Interest in Using from Physicians Online access to medical records/test results access to doctor Online appointment scheduling Online health information Doctor/Hospital quality online Prices of services online After-stay assistance from patient rep 71% NA 60% 59% 64% 62% 51% 83% 76% 72% 69% 67% 65% NA 21 Source: Deloitte Center for Health Solutions

22 What Patients Want Online 22 Accenture, 2012

23 Healthcare Access 23

24 Mobile Changes Everything The rise of mobility is changing: The desktop version of your Web site. Your development process. Your design process. Your search strategy. Your ad strategy. We need to think about: Mobile version of your Web site. Mobile apps for Smartphones. Apps for wireless devices. Apps for specific target audiences. Your strategy: for mobile search. mobile advertising. mobile delivery

25 Responsive Design a Must A quarter (25%) of all Americans currently own three devices: Laptop Smartphone Tablet Based on the current population, that s over 78m people owning around 230m devices, most of which have varying screen sizes. Developing a single, consistent and seamless Web experience that plays well on any device is a huge challenge. Responsive design, which redistributes text and images on a screen to best match its size, is the best way to ensure a seamless viewing experience. Moving from a multi-channel world to an omni-channel one. 25

26 Your Mobile Strategy is Likely Multiple Solutions 26

27 This drives the Patient Experience OLD Mass marketing messages Call for an appointment,billing questions, etc. Cal lor to sign up for classes. Fill out a paper survey weeks after your visit Fill out form, pay by check, get your medical records in the mail or pick them up at the hospital. Visiting pharmacy, making calls, etc. Filling out forms when you get there NEW Direct-to-consumer conversations Online appointment requests, appointment scheduling, etc. Sign up forclasses and events with realtime availability and payment options Feedbackabout care comments, questions, issues, etc. Online Access to Medical records Online Prescriptions, follow-up appointments Online pre-registration 27

28 So, How Do You Get There? Prioritization Strategy Resources Implementation Ongoing Monitoring and Modifications Change Is Constant 28

29 MedStar Case Study Started with Greystone.net in 2012 Cross section of system focused on functionalities and navigation Redesign and redevelopment of single web site in 10/14 29

30 Lessons Learned 30