Engagement Center Development: Innovating by Focusing on the Human Connection

Transcription

1 Engagement Center Development: Innovating by Focusing on the Human Connection Kim Swafford MHA Group Vice President, Telehealth & Health Technology Strategy Providence St. Joseph Health

2 2 GEMINI TOUR

3 Providence St. Joseph Health 50 Hospitals 829 Clinics 90 Non-acute services 14 Supportive housing programs 111k Caregivers 38k Nurses 20k Physicians High school, nursing schools, and university 2 Health plans 1.9M Covered lives $1.6B Community benefit 3

4 Footprint spans across 7 states 4 4

5 5 Share of Inpatient Market All patient touch-points serve to feed hospital referrals System owns assets; reach is geographically and physically constrained Share of Lives System utilizes multiple sites of care to manage patients and lives Digital innovation serves to enhance core Reach spreading beyond geographic and physical boundaries Health Partners Share of Lives & Health Spend Patients and consumer centric, utilizing multiple sites of care as well as virtual services Digitally enabled to enhance the core and broaden system reach System engages in strategic partnerships more deeply New sources of revenue less dependent on payor reimbursement 5

6 Today s Healthcare Consumer Drivers of Outmigration* 61% 52% 51% Get an appointment when needed Go to a convenient location Great customer service 8 *Collier, Matthew, Basham, Leslie, Patient loyalty: It s up for grabs, Accenture Strategy, 2015.

7 despite this plethora of technology solutions, we see that calls are not going away the proliferation of digital tools can awaken previously dormant customers, sparking new inquiries from an engaged customer base. McKinsey.com, July 2017 Companies have lost sight of the importance of human interaction and often make it too difficult for consumers to get the right level of help and service that they need. their most profitable customers multi-channel customers who want experiences that cover both digital and traditional channels. Accenture, March

8 A State of Confusion for Patients & Providers There is no feeling of warmth It s confusing for me; I can t imagine what it must be like for an outside doctor Our facilities must seem like competitors to callers at times Even within a primary care clinic, it feels like Comcast We don t have a How can I help this person right now attitude It seems like we get a new line for something every couple of months 10

9 Before Confusion Conversion 28% of the 13,000 annual patient calls to XXXX were resulting in appointments 11

10 Demonstrate a 10% improved conversion rate for ROI Create a modern Access Center Develop a Consumer Engagement Platform 12

11 Initial results were positive! Demonstrating over 70% increase in calls to booked appointments 13

12 Airline Industry Integrated Customer Experience Marketing Online Self-Service Live Assistance Service Delivery All of these interactions are a personalized experience 14

13 Heading into an Omni Chanel Experience Connecting consumers to the personalized care, products and services they need throughout the journey to optimal health. 15

14 Building an omni-channel experience in health care Creating a personalized high-value interaction Marketing Segmentation Call/ Stitching Analytics Online Self- Service Provider Directory Content Management Class Registration Live Assistance CRM Call Script/ Workflow Online Chat Connected via data lake, APIs, integrations Care Delivery CRM Integration with EHR 16

15 Provider Directory Find A Doctor How do consumers find a provider? 53% Internet 34% Insurer 32% Family/friends 32% Healthcare professional 75% of consumers read about providers online before selecting a provider 17 *Kyruus ProviderMatch 2015 study on consumer behavior

16 Enterprise Benefits of Consumer Platform Clinical Marketing Omni Technology Clinical Operations Expand venues of patient communication and behavioral interception beyond direct messaging and into digital channels to drive down the cost of care. Marketing New patient acquisition with a higher conversion rate at a lower cost Enable delivery of highly personalized, targeted, and measureable messaging with the right content, to the right person, at the right time. Omni-Channel Touchpoints Deliver consistent, personalized, and efficient interactions between Patient & Provider Engagement Center (PEC) liaisons, providers, and consumers through both phone and digital Provide consumer insights to clinical and digital teams Enterprise Technology 18

17 CRM Phase I Feature Set Launched May 2017 Key Features Include: Integration with two instances of Epic Screen pop with caller info and past case information to personalize interaction Targeted scripts and knowledge articles to efficiently and consistently navigate consumers Designed to capture key information for business operations and marketing campaigns 20

18 CRM Phase II Capabilities Rich Consumer Segmentation Automated Personalized Enhanced Consumer Experience Automated 3 rd Party Media targeting Profile stitching with common key Enhanced Call Tracking Online chat/patient class registration 21

19 Patient & Provider Engagement Center The PEC is a concierge-like service to help consumers find the right PSJH providers and services for their health needs and preferences. PEC Services Express Care same-day virtual, retail, or home visits Primary Care providers Specialty Care providers Clinical trials navigation Health classes and programs MyChart and MyProv portal support HealthConnect mobile app support Medical tourism Provider-to-provider referrals 22

20 ASK PROV Provider Consults Oregon Region That s why we created ASK PROV, to get you a quick phone consult with your specialist colleagues. 50 specialties represented Mar 2017 Aug 2018 Top Specialties Consulted Digestive Health Women's Health Cancer Pediatrics Phone Number 844-ASK-PROV ( ) Heart & Vascular Surgery Scope of Services Non-urgent consult for general advice or to make a referral General Medicine Brain & Spine Hours of Operation Monday-Friday 8AM 4:30PM Consults Appointments 23

21 RESULTS Bringing it all together... Metric Before After Impact Call-to-Appointment Conversion 28% 66% 161% Calls/Cases per Year 13,000 >300, % First Call Resolution 74%* 94% 27% Average Call Length 10 min 5 min 50% 24 *Industry average, MetricNet, LLC. Metric of the Month: First Contact

22 Data about consumers using our contact centers 44% are years old 79% are under 50 years old 63% are females 25

23 HOW can we scale results? STANDARDIZE technology and resources Everett Seattle ( Renton Olympia CONSOLIDATE CENTERS ON SAME PLATFORM Portland Los Angeles Savings 26

24 Lessons learned throughout the journey.. Hire the best Continuously measure results and share them Truly be consumer centric Ensure the right skillset for digital strategies Develop a CRM governance structure 27

25 A State of Satisfaction for Patients and Providers I have told everyone what exceptional service I have received from you. It makes a statement to show excellence does still exist. Wanted to share that my experience was great. Thought the person I spoke with was fantastic and she even took a couple follow ups (I needed to run to a meeting) and is going to me with the info. 28