how to design a consumer strategy that's right for your...
TRANSCRIPT
How to Design a Consumer Strategy That's Right for Your Organization Sanjay Shah, Director of Strategic Innovation, Dignity HealthRoyal Tuthill, CSO & Co-Founder, Docent Health
“It’s human nature for people to take precisely as much interest in you as they believe you’re taking in them. There is no stronger way to build relationships than taking a genuine interest in other human beings and allowing them to share their stories.” – Danny Meyer, Union Square Hospitality Group
3
Partnership with Docent Health
APromise
Aligned strategic vision…
1 Design patient journeys to customize experience • Understand and capture what
matters most to each patient
• Use experience-critical information to trigger customized service
Deliver services to keep patients on the best journey • Conduct leveraged service
touches for each journey
• Deploy trained human capital to enhance experience
2
Optimize journey management and build in learnings • Measure and course-correct
around drivers of loyalty • Align governance for
experience accountability
3
Business opportunity…
AWARENESS
INTEREST
INTENT
PURCHASE
ENGAGEMENT
LOYALTY
BRAND PROMOTION
AWARENESS
INTEREST
Docent Health Focus
Targeted Demand Generation Support
• To deliver engaging and memorable experiences
• That create brand loyalty for future healthcare
purchasing journeys
• And encourage brand promotion within that
patient’s personal network
Growth, through experiences …
83%of consumers highlight their past experience at
a hospital as an influencing factor in deciding to return1
>2xgrowth rate of NPS leaders
compared to other companies according to Bain study2
1) “The Business Case for Patient Experience,” Advisory Board Company 2) “How the Net Promoter Score Relates to Growth,” Bain & Company
Loyalty and promotion drive growth…
Determine the value of your customers…
Mother’s Promotion Value(New customer acquisition)
$600,000
Mother’s Loyalty Value(Retention)
$250,000
Patient Value Expands Beyond an Event
0% Share of Care
100% Share of Care
40 - 60% Capture Today
Maternity Event (Revenue per journey)
$10,000
Total CLV opportunity ~$860,000
1) “Future Trends in Women’s and Children’s Health Business Development,” Vicki Lucas LLC 2) “The Business Case for Patient Experience,” Advisory Board Company 3) “Management Lessons From Mayo Clinic,” Mayo Clinic
Establish a starting point…
name: Amanda age: 34 segment: First-Time Mother
MEET AMANDA! Amanda lives in the North Point neighborhood and is a lifelong native of the area. Engage in her community. She and her husband Thomas have decided to start a family, and they are now expecting their first child! If things go well, she’s always wanted three kids close in age. Amanda maintains a healthy lifestyle and is an avid user of mobile technology.
MATERNITY
Conduct human-centered research & design…
In-Ecosystem Interviewing
End-to-End Journey
Assessment
10
HUMANLENS
CLINICALLENS
CUSTOMERLENS
Three Crucial Lenses
Knowing personal needs and preferences helps better serve the unique individuals of the communities you care for
Clinical needs and care models steer health system clinical goals for patients – customer experiences adapt to the variations in the clinical care pathway
With limited resources, a customer lens can help health systems prioritize strategic investments
• Demographics • Healthcare “readiness” factors • Lifestyle & values • Personality & preferences
• Disease State / Diagnosis • High-risk vs. low-risk • Care model: FFS or ACO
• Net Promoter Score (NPS) • Relative life time value • Primary vs Secondary market
Know your priorities and constraints…
Design the experience …
12-16 weeks(after 12 week OB visit)
16-24 weeks 35 weeks
DOCENT HEALTH VIRTUAL SUPPORT
DOCENT HEALTH TEXT/EMAIL
SERVICE DESIGN COMPONENTS
Docent makes intro call to welcome mom, explain program benefits, and learn about mom as a customer
After call, Docent sends automated text/email mom to confirm enrollment and offer additional contact OR “Love Letter”
HOSPITAL PCT / SERVICE STAFF
1
WARM WELCOME MANAGE EXPECTATIONS
Docent makes check-in call to gather preferences, direct to hospital resources, answer questions (hospital choice, insurance)
2
Docent sends automated links to Intermountain Women and Newborn Services site and to Financial Assistance site
Docent sends reminder to find pediatrician and, if needed, offers options
Docent sends reminder to pre-register, links to virtual hospital tour, and FAQs on scheduling (e.g. C section)
(If applicable) If mom sent home after triage, Docent makes follow-up triage call to gauge sentiment and reiterate messages
~40 weeks
COORDINATE PREFERENCES
During Admissions and Labor & Delivery24 weeks
Increase Peds retentionSYSTEM VALUE Increase pre-
registrationReduce staff burden on non-
clinical questionsReduce triage
assessment timesReduce burden of rescheduling
Increase patient engagement
CX VALUE
Docent technology pre-populates EHR Birth Plan; during clinical huddles mother’s preferences shared with L&D staff
Service Delight: Love Letter
Patient Engagement
Retention
New Patient Acquisition
PRE-HOSPITAL
#1: Warm Welcome
Business Drivers:
Service Delight: Photos at the Car & Car Seat Install
Patient Engagement
Retention
New Patient Acquisition
#5: FOND FAREWELL
Business Drivers:
* https://www.helpscout.net/blog/the-1-thing-that-creates-loyal-customers/
The #1 way to create loyalty is Reciprocity. And the most important facet for creating true
reciprocity is to demonstrate it on an individualized basis.
DISCHARGE
Find and Fix Experience Gaps Hardwire the Journey Take a Patient-Eye View
Determine capabilities required…
15
Determine staffing model required…
Data-driven insights
Docent-guided journeys &
The Docent Liaison • Supporting the longitudinal patient journey • Managing data-driven interactions • Capturing new customer insights • Ensuring consistency throughout • Personalizing each interaction • Building relationships
Establish objective measures of success…
Value Based Reimbursement
Staff Productivity & Engagement
ROI m
odel
A
dditi
onal
fact
ors Clinical Outcomes
Patient Engagement
Other Areas of Value
LEADING INDICATORS VALUE DRIVERS
• Qualitative feedback • HCAHPS
• BonusPaymentsfromvalue-basedcontracts(HCAHPSdollars)
• Hospital staff feedback survey • Staff extension activities & time
• StaffretenAon• Staffefficiencies/Nursingcosts
• Qualitative feedback • Prenatal class attendance
• NICU• Readmission• BreasJeedingrates
• Pre-registration • Digital engagement
• PublishedpaAenttesAmonials• Surveyresponserates
• Employer programs • Physician partnerships
• EmployercustomerretenAon&volume• PhysicianLoyalists
New Patient Acquisition
Retention
• Qualitative feedback • NPS score
• NewmaternitypaAents• Marketshare
• Qualitative feedback • NPS score
• PediatricsretenAon• RepeatmaternitypaAents• Volume/revenuefromfutureservices
APromise