digital trend in indian healthcare context
TRANSCRIPT
‘Digital’ in Indian Healthcare context
April 2016
Opportunity space• Revenue EnhancementFocus
• Tertiary / Super Specialty hospitals• Primary, Secondary care chains (Retail format)Segment
• Identify areas in patient lifecycle, where digital interventions can bring in additional revenueObjective
• Short term projects with scope to consult and implement• Managed Services projectsIn Scope
• Futuristic view of connected care using digital technologiesOut of Scope
Outline• Patient lifecycle – Mapping the digital play• Patient acquisition
Digital Marketing strategyCase 1: Lead management campaignCase 2: Brand awareness campaign
Lead management dashboards to monitor patient funnels performance• In hospital patient experience
Operational improvement of bottleneck processes using digital technologiesDischarge processClaim management process
• Patient retention Post discharge patient engagement strategies
• Key digital interventions – Summary
Patient lifecycle - Mapping the digital play
Patient Retention
Provider
Patient
Registrationdesk
Channels
Physician DiagnosticsLaboratory
Out Patient
In patient
Payer (Insurance / TPA)
Surgery Discharge
Patient revisit
Pre Authorization
ProvisionalAuthorization
Claim Submission
Out Patient Pharmacy
In Patient Pharmacy
3
In Hospital patient experience2
Patient Acquisition1
Key digital interventions - SummaryCategory Objective Proposed digital levers
1. Increase new / relevant OPD footfall Digital Marketing strategy
2. Rationalize marketing effort across patient funnels
Assessing patient funnel performance using Lead Management platforms like Salesforce
3. Efficiency improvement of operational bottlenecks at patient touch points
App based platforms to help optimize key processes like discharge, claim mgmt.
Engage patient / caregiver during the their stay at the hospital using apps
4. Increase Patient Customer Lifetime Value (CLV)
Use digital channels to engage with patient / caregiver post discharge
Patient Acquisition
1
In-hospital patient experience
2
Patient Retention3
5
Channel Suitability
Digital marketing strategyObjective: Increase new / relevant OPD footfall at the hospital
Digital Channels Type Example Brandingcampaign
Lead generationcampaign
Website Mass medium Company’s Web portal
Online heath aggregators Mass medium Practo, Qikwell, JustDial
Search engine marketing (SEM) Mass medium Google, Bing – key words
Search engine optimization Mass medium Organic content
E-mail / SMS Personalized Email / SMS id database
Social medium Mass / Personalized Facebook, Instagram. Twitter
Display advertising Mass medium Publisher inventories
Affiliate marketing Personalized TG’s closest affiliate group
Retargeting tools Personalized Vizury, Sociomantic, Komli
Visitor profiling Personalized Mixpanel, Amplitude, localytics
Mobile advertising Personalized Mobile app, display advertising
Patient Acquisition
Define Marketing objective
Identify Target group (TG)
Study TG behavior on internet
Define campaign strategy
Choose right mix of channels, partners
Run Campaign
Measure ROI
ProcessChoosing the right channel mix & creatives is the key
1
Digital Campaign Strategy
Digital marketing – Case 1Business case A premium fertility hospital has been set up last month in Kormangala needs traction
USP Latest technology, that promises pain free treatment and a higher success rate
Target group High class & Upper middle class couples who haven’t had success with IUI, IVF methods Catchment area: Bangalore city; Age group – 32 to 38 years;
Marketing campaign Objective is Lead generation; Increase relevant enquires and footfalls
The hospital CMO is pondering about using digital channels, along with offline advertising channels
Budget – INR 25 Lakhs; Duration - 2 weeks; Measurable Output – Verified patient lead details
Patient Acquisition
7
1. SEM
2. Affiliate marketing
1. List with healthcare aggregators
2. Display advertising with Bangalore as
geo-target
Prerequisites Secondary ChannelsPrimary Channels
1. Website content update about
procedure, safety & success stories
2. TG behavior study in internet
3. Marketing creatives
1
Digital Campaign Strategy
Digital marketing – Case 2Business case NationWideDoctors, a 15 clinics primary chain wants to promote Family Doctor concept
USP Positioned as Family’s Doctor; understands family health history; Uses yearly family membership subscription model
Target group Migrant Salaried professionals in IT industry; Married with family of 1 or 2 kidsCatchment area: Residential areas in Bangalore city; Age group – 27 to 40 years; Pricing– Nominal
Marketing campaign Objective is Branding to create awareness about the unique positioning
Family Doctor positions itself as the first point of care for basic diagnosis of minor ailments and seasonal diseases
Budget – Recurring INR 5L per month; Duration – 2 weeks; Measurable Output - Click Through Rate (CTR), impressions
Patient Acquisition
8
1. SEO, SEM
2. Mobile advertising
1. Social medium like Facebook
2. Affiliate marketing – e-mail, SMS
3. Contextual Display advertising
Prerequisites Secondary ChannelsPrimary Channels
1. Catalogue of services
2. TG behavior study in internet
3. Marketing creatives on positioning
1
Assessing patient funnel performanceObjective: Monitor funnel performance to apportion future marketing budget and effort
Patient Acquisition
Lead Management System(LMS)
eg. SalesForce / Custom Solution
• LMS maintains master copy of patient leads• Algorithm to resolve LMS – HIS ids (where mapping is not direct)
HIS
Technology
Website queriesOnline aggregators
Call CentersOutreach centerNeighborhood
Screening campsCorporate stall
EmergencyComplete health check
Doctor referralsDirect Walk-ins
OPD / IPD customers
Marketing campaign
Enquiries
Demand generation Organic
Advertisements
Current State
• Funnel performance vs marketing effort effectiveness
• Specialty revenue channel wise
• OPD new customers; OPD repeat customers
• OPD - IPD conversions channel wise
• Patient lead pipeline report for follow up
Dashboard / Reports
Solution
1
Insurance
Provider
Using Digital tech at operational bottlenecksObjective: Identify patient touch points, that impact patient experience due to hospital operational process constraints
In-hospital patient experience
Registrationdesk
Physician DiagnosticsLaboratory
In patient Surgery Discharge
Out Patient Pharmacy
In Patient Pharmacy
Direct In Patient admission
1
2
3
4
1 Outpatient – Appointment scheduling Doctor availability, Uneven patient flow
2 In patient admission Bed availability, insurance confirmation, diagnosis reports etc
3 Claim management with Payer External dependency with Payer organization
4 Discharge process Complex coordination between teams – Billing, Insurance, Doctor, Ward Nurse etc
Bottleneck process examples
10
Out Patient
2
Discharge process In-hospital patient experience
Digital lever: Map the discharge process; Use digital technologies for workflow coordination among stakeholders
Bad Discharge experience
People Process Material
Insurance Communication
2
IP pharmacy checkout
Ward check out
Too many stakeholders
Delayed discharge decision
Discharge summarypreparation
Consumables usage summary
Detailed bill
Lab reportsconsolidation
Doctor unavailability
Recovery schedule not explained
Asynchronous communication
No Escalation mechanism
Document Submission delay
Responding to TPA queries
Billing non payables
Patient dissatisfactionFrustration, Anxiety, Distress
Patient
DoctorHospital teams
HIS
Discharge workflow
Technology driven solution
• Discharge notification is triggered by HIS to stakeholders• Stakeholder get work items with TAT for closure• App to help in reducing communication gap and
avoidable time delays• Patient has updated information on the discharge
process
Payers
Claim management with Payer org.In-hospital patient experience
Digital lever: Map the claim management process; Use digital dashboards to track TATs of critical tasks to reduce patient wait time
Pain points:
1. Too many payer organizations; different processes
2. Communication happens on email – difficult to track
3. Lack of clarity on disallowances
HIS
Credit business management
Read only view of HIS
Complete Lifecycle with TPA / Insurance is done on this platform
Dashboard
TPAs Govt Corp
Single view of cases crossing TAT
Interaction with Payers through single interface
2
Technology driven Solution
Solution dashboard snapshot in Appendix
12
To be implemented
Patient Retention Patient Retention3
Objective: Retaining a customer helps to increase the CLV
HIS
Patient dataTreatment details
Patient MasterEmail id, Phone no
Device ID (app)Patient ailment historyTreatment info (tagged)
Engagement platformsOut of box
Patient / Caregiver Mobile
SMS
App Push
Track and engage with each patient, personally
• Opens up new revenue streams like follow-up consultation, diagnostics• Analytics + Cloud driven approach reduces the cost per patient engagement• Possibility of Business Process outsourcing; ROI is measurable
OffersFollow upsRemindersConsult
LMS
13
Hospital App in patient’s mobile holds the key!
OPD booking
Hospital navigation help
Hospital AppOnline consultation
Follow up
Aliment education
Reminders, Alerts
Hospital Offers
Caregivers coordination
IPD process optimization
Summing up Category Objective Proposed digital levers
1. Increase new / relevant OPD footfall Digital Marketing strategy
2. Rationalize marketing effort across patient funnels
Lead Management platforms like Salesforce to monitor patient funnels
3. Efficiency improvement of operational bottlenecks at patient touch points
App based platforms to help optimize key processes like discharge, claim mgmt.
Engage patient / caregiver during the their stay at the hospital using apps
4. Increase Patient Customer Lifetime Value (CLV)
Use digital channels to engage with patient / caregiver post discharge
Patient Acquisition1
In-hospital patient experience
2
Patient Retention3