The Future of Consumerism in Healthcare. Joseph Wolfcale Parkview Health

Transcription

1 The Future of Consumerism in Healthcare Joseph Wolfcale Parkview Health

2 The Future of Consumerism in Healthcare

3 The Future of Consumerism in Healthcare

4 Consumerism: Defined A trend in health care that reflects the growing importance of consumer choice in the marketplace.

5 Evolution of Consumerism Yesterday: Health System Centric Today: Consumer Centric Tomorrow: Individual Health Ownership

6 Health System Centric Health system builds its products and services with the expectation that the consumer will accept its offerings based on the needs / wants of the hospital / provider / payer Requiring the consumer to meet the hospital where it wants to be met What are examples of Health System Centric?

7 Consumer Centric

8 Health system puts the consumer at the forefront of design in building its products and services. A culture obsessed with the consumer. Consumer Centric Meet the consumer where they want to be met, not where you think they want to be met or where you want them to meet your organization What are examples of Consumer Centric?

9 Individual Health Ownership The ultimate step above consumer centric thinking by aligning the consumer and health system. This alignment results in the consumer: 1. Building a deeper and more sustainable motivation to achieve or maintain good health 2. Becoming a better decision maker because information flows freely between the consumer and provider 3. Expecting a transformational experience What are examples of Individual Health Ownership?

10 Consumerism Transformation The path Consumerism Transformation Health System Centric 60% One Way Communication Advanced Consumer 35% Aligned Consumer Centric 5% Health System Enriched Communication Team Approach Individual Health Ownership 0%

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12 System Growth Collaboration between Health System and Consumer to create Individual Health Ownership If it were simple, I would not have a job! Priorities of Organization Operationalize Consumerism Strategy Elements Build Innovation platform for Consumerism Inserting Consumerism in System Strategic Plan Listen to Consumer motivations, values, needs and wants Building your Mission and Vision to include Consumerism Talking about Consumerism Time

13 System Growth Collaboration between Health System and Consumer to create Individual Health Ownership Priorities of Organization Operationalize Consumerism Strategy Elements Build Innovation platform for Consumerism Inserting Consumerism in System Strategic Plan Listen to Consumer motivations, values, needs and wants Building your Mission and Vision to include Consumerism Talking about Consumerism Time

14 Talking about Consumerism TALK BRAINSTORM BUILD PLAN INVEST IN THE PLAN SPREAD THE WORD Mind of the Consumer Confusing Inaccessible Expensive Directing Care Understandable Convenient Affordable Collaborative Care Trust Loyalty Direction of Successful Consumerism Strategy Internal Health System Communication

15 System Growth Collaboration between Health System and Consumer to create Individual Health Ownership Priorities of Organization Operationalize Consumerism Strategy Elements Build Innovation platform for Consumerism Inserting Consumerism in System Strategic Plan Listen to Consumer motivations, values, needs and wants Building your Mission and Vision to include Consumerism Talking about Consumerism Time

16 Building your Mission, Vision and Values Successful organizations will align consumerism with: Mission Vision Values Measures of Success Successful organizations will communicate each of these relentlessly throughout the organization to build alignment Consumerism touches every aspect of a health system and consumers are realizing they can impact each touch point

17 System Growth Collaboration between Health System and Consumer to create Individual Health Ownership Priorities of Organization Operationalize Consumerism Strategy Elements Build Innovation platform for Consumerism Inserting Consumerism in System Strategic Plan Listen to Consumer motivations, values, needs and wants Building your Mission and Vision to include Consumerism Talking about Consumerism Time

18 Consumer Motivations Consumer Values Listen to Consumer INWARD to OUTWARD Consumer Needs Health System Research Consumer Surveys Listen to consumer Consumer Wants Evolution of Consumerism Strategy

19 System Growth Collaboration between Health System and Consumer to create Individual Health Ownership Priorities of Organization Operationalize Consumerism Strategy Elements Build Innovation platform for Consumerism Inserting Consumerism in System Strategic Plan Listen to Consumer motivations, values, needs and wants Building your Mission and Vision to include Consumerism Talking about Consumerism Time

20 Listen / Understand Consumer Insert Consumerism in Strategic Plan Service Line Service Line Health System Elements of Consumerism Service Line Service Line Service Line Various Departments (Lab, Imaging, Etc.) Strategy Strategy Strategy Strategy Strategy

21 System Growth Collaboration between Health System and Consumer to create Individual Health Ownership Priorities of Organization Operationalize Consumerism Strategy Elements Build Innovation platform for Consumerism Inserting Consumerism in System Strategic Plan Listen to Consumer motivations, values, needs and wants Building your Mission and Vision to include Consumerism Talking about Consumerism Time

22 Ideas from Consumers Ideas from Vendors Ideas from Employees Ideas from Competitors Health System Innovation Platform Consumer Incubator Employee Incubator Vendor Incubator Market Research Health System Innovation Committee Innovation Team Culture of Innovation

23 System Growth Collaboration between Health System and Consumer to create Individual Health Ownership Priorities of Organization Operationalize Consumerism Strategy Elements Build Innovation platform for Consumerism Inserting Consumerism in System Strategic Plan Listen to Consumer motivations, values, needs and wants Building your Mission and Vision to include Consumerism Talking about Consumerism Time

24 Strategic Elements of Consumerism Consumer Experience Innovation Strategic Elements of Consumerism Pricing Quality Access Virtual Operational and Tactical Plan Consumer-Centric

25 Strategic Elements of Consumerism Consumer Experience Innovation Strategic Elements of Consumerism Pricing Quality Access Virtual Operational and Tactical Plan Consumer-Centric

26 Competitive Position Needs of Customers Differentiated Progression of Economic Value & Loyalty Experiences Transformations Relevant to Consumer Experience Goods Services Undifferentiated Transactional Commodities Consumer Loyalty (Profit Potential) Loyal Irrelevant to

27 Competitive Position Needs of Customers Differentiated Progression of Economic Value & Loyalty Consumer Centric Individual Health Ownership Relevant to Consumer Experience Goods Health System Centric Undifferentiated Transactional Commodities Consumer Loyalty (Profit Potential) Loyal Irrelevant to

28 Consumer Experience Operational and Tactical Plan Ideas Accurate, easy online scheduling Consumer focused website and app Understandable and easy-to-use billing portal

29 Strategic Elements of Consumerism Consumer Experience Innovation Strategic Elements of Consumerism Pricing Quality Access Virtual Operational and Tactical Plan Consumer-Centric

30 Ideas from Consumers Ideas from Vendors Ideas from Employees Ideas from Competitors Innovation Consumer Incubator Employee Incubator Vendor Incubator Market Research Health System Innovation Committee Innovation Team Culture of Innovation

31 Culture of Innovation Consumer Innovations Clinical Innovations Innovation Digital Innovations Business Innovations INNOVATION INCUBATOR Building Consumerism Through Innovation

32 Innovation Operational and Tactical Plan Ideas Single App which puts consumer navigation in one place In-house wayfinding Analytics portal to better understand consumer needs and wants

33 Strategic Elements of Consumerism Consumer Experience Innovation Strategic Elements of Consumerism Pricing Quality Access Virtual Operational and Tactical Plan Consumer-Centric

34 Pricing Pricing Pricing Strategies HOPD List Prices O/P Strategies Pricing Transparency Accurate Estimates Published Pricing Race to the Bottom Appropriate Messaging

35 Pricing Operational and Tactical Plan Ideas Website and App price list for outpatient services Website and App patient price estimator Build O/P strategies to meet needs of consumer price points

36 Strategic Elements of Consumerism Consumer Experience Innovation Strategic Elements of Consumerism Pricing Quality Access Virtual Operational and Tactical Plan Consumer-Centric

37 Consumerism Access Channels Access Retail Clinic Urgent Care ER O/P Lab O/P Therapy Walk-In Clinic Primary Care Virtual O/P Imaging

38 Access Operational and Tactical Plan Ideas Partner with a retail operation to expand access points Insert virtual kiosks to manage channel opportunities Incorporate patient transportation services

39 Strategic Elements of Consumerism Consumer Experience Innovation Strategic Elements of Consumerism Pricing Quality Access Virtual Operational and Tactical Plan Consumer-Centric

40 Quality Data Analytics and Business Intelligence Consumerism Quality Initiatives Consumers are searching for data Physician Star Ratings Survey Data Facility Online Reviews

41 Quality Operational and Tactical Plan Ideas Incorporate time of service survey s for better data analysis Proactively publish physician star ratings on web / app Build biographical profiles / videos of providers and share

42 Strategic Elements of Consumerism Consumer Experience Innovation Strategic Elements of Consumerism Pricing Quality Access Virtual Operational and Tactical Plan Consumer-Centric

43 Virtual Health Virtual Tele- Health Messages Text Messages A/I On Demand E-Visits Kiosks NextGen Virtual

44 Virtual Operational and Tactical Plan Ideas Build virtual visits utilizing smartphone technology Incorporate Twitter feed related to local or regional health crisis or for general information related to consumerism (wait times, etc.) Move paper forms to electronic forms

45 SYSTEM GROWTH AND PROFITABILITY CONSUMER LOYALTY Individual Health Ownership Building Blocks of Consumerism Operationalize Strategic Elements Innovation Platform Build System Strategic Plan Listen to Consumer Building Mission, Vision and Values Talk about Consumerism

46 Consumerism Transformation The path Consumerism Transformation Health System Centric 60% One Way Communication Advanced Consumer 35% Aligned Consumer Centric 5% Health System Enriched Communication Team Approach Individual Health Ownership 0%

47 THANK YOU! Joseph Wolfcale