OPEN TABLE COMES TO HEALTHCARE: INCREASING THE DIGITAL CONNECTION TO THE CONSUMER Omar Alvi HealthPost, Inc. Preston Gee Vice President of Strategic Marketing CHRISTUS Health Michael Fouratt Director of emarketing CHRISTUS Health
Outline for Today s Discussion Background on CHRISTUS Health Market conditions eliciting consumer-driven tactics Why the need for new mindsets and models Strategic goals as the foundation for consideration Open table as a template HealthPost as a platform Benefits of the approach What are the implications and what is the future state Q and A Copyright 2011 Trinity Health Novi, Michigan 2
Finally, a Market for the Masses From the socialization to the democratization of American medicine Exchanges accelerate dramatic shifts in the model Goodbye ESI, hello defined contribution Technology in the starring role: social media, smart phones, apps, digital diagnoses A dramatic shift in the engagement and empowerment of the consumer/patient Not your father s healthcare network or even your older brother s Copyright 2011 Trinity Health Novi, Michigan 3
Exchanges Bring the Changes Forget the politics, focus on the trends The train has left the station Private exchanges are as much a force as the muchmaligned and ill-understood public marketplaces Consumerism changes the market and thus the very basics of the delivery model On the front lines are the market-facing functions be the hero in the strife Copyright 2011 Trinity Health Novi, Michigan 4
About CHRISTUS Health CHRISTUS Health is a Catholic, faith-based, not-for-profit health system, headquartered in Dallas 350 services and facilities, including more than 50 hospitals and long-term care facilities, 175 clinics and outpatient centers, and dozens of other health ministries and ventures Located in more than 60 cities in Texas, Louisiana, New Mexico, Arkansas, Missouri, Georgia, Mexico, and Chile. 30,000 associates 9,000 physicians on facility medical staffs.
About CHRISTUS Health
About CHRISTUS Health System marketing works primarily with 9 regions in Texas, Louisiana and New Mexico Range of single, community-hospital systems to multihospital metropolitan health systems Somewhat decentralized model, but becoming more centralized System handles web structure, vendor relationships and strategy Regions focus on strategy and implementation
Marketing & Patient Acquisition Attract Communicate with current and potential patients to garner their business Engage and Connect Activate them through an event, web form, find a physician phone call Collect their demographic data Convert Becomes a patient Continue communication and marketing through cross-selling of relevant services and events
Attract! Direct Mail, Organic SEO, Email, Pay Per Click, QR Codes, Print Ads Photo Caption Arial 10 Pt. Bold, Italic
Connect! Engage potential patients by giving them something of value Find them a physician, send them a gift, offer an interesting class Collect their data through a web form or call center Photo Caption Arial 10 Pt. Bold, Italic
Convert Track whether they become a patient Did they come to the service you were promoting? Did they have the procedure that was marketed to them? Did they visit that primary care physician to which they were referred? Use our Customer Relationship Database to track if we are converting patients
National ehealth Collaborative Patient Engagement Framework
Strategic Goals Improving access to care between all access points and provider types delivers significant strategic benefits: market share / revenue growth leakage reduction / referral management physician alignment improvement patient satisfaction improvement solutions to reduce cost of care
Enterprise Scheduling Vision
Market Research According to Intuit Health survey: Americans want more efficient visits with their physicians. 81% would schedule their own appointment via a secure Web service Younger patients prefer online. 59% of Gen Y respondents said they would switch doctors for one with better online access compared to only 29% of Baby Boomers.
Why HealthPost? Platform Approach Find a Provider, ED/Urgent Care and Imaging/Procedures instead of a one off Understands the value of Applications Programming Interfaces (APIs) and was interoperable with Athena our non-acute EMR Directly booking into our practice management software
What s an API? Application Programming Interface, a well-defined and well-documented way that two different computer programs talk to one another Getting private companies to exchange data Directly book appointments with athenahealth providers directly from within the HealthPost either through the: Provider Directory Backend of the ED Checkin Call Center to utilize HealthPost
HealthPost/CHRISTUS Partnership
HealthPost/CHRISTUS Partnership
Open Table
Open Table
Step 1 - Choose a Time
Step 2 Complete the Online Check-in Form
Step 3 - Confirmation Screen
How Promoted
Initial Results
Who Should be Involved? Marketing Operations Customer Experience IM Clinical
THANKS!