increasing patient engagement through effective ux
TRANSCRIPT
Increasing Patient Engagement Through Effective UX
SpeakerJan OldenburgSr. Manager, Healthcare & Consumer Advisory ServiceEYEditorEngage! Transforming Healthcare through Digital Patient EngagementVice Chair, HIMSS Connected Patient Committee
What is “Patient Engagement”?
Center for Advancing Health definition:"Actions individuals must take to obtain the greatest benefit from the health care services available to them. This definition focuses on behaviors of individuals relative to their health care that are critical and proximal to health outcomes, rather than the actions of professionals or policies of institutions.
Engagement is not synonymous with compliance. Compliance means an individual obeys a directive from a health care provider. Health Engagement signifies that a person is involved in a process through which he or she harmonizes robust information and professional advice with his or her own needs, preferences and abilities in order to live healthily, prevent, manage, and cure disease.”
What is “User experience (UX)”?
"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.”• Meet the needs of the customer• Design products that work as promised—perhaps better than
promised by anticipating customer needs• Create a seamless experience across channels and across
experiences from marketing to service delivery• User experience is not synonymous with user interface (UI) and
usability, but include them
Credits to The Definition of User Experience by Jakob Nielsen and Don Norman
Customer Service is Not the Same as Customer Experience
Customer Service Customer Experience
Extracting value
Transactional
Action
One-dimension
“Company” focused
Creating value
Emotional
Memory
Holistic
“Me” focused
vs
Engagement results from experiences that are personal, trusted, empowering, respectful, and about me
What Experiences Are You Creating?
Why Does It Matter?
• Impacts the health of populations:– Up-to-date on prevention– Contagious behaviors
• Impacts the cost of care:– Choose lower cost alternatives– Manage chronic illness better– Fewer readmissions
• Impacts the experience of care:– More satisfied with care– Less likely to sue
Patient Engagement Impacts All Dimensions of the Triple Aim
Population Health
Per capita cost
Experience of care
The IHI Triple Aim
What Does it Look Like When You Get it Right?
• Dr David Feinberg, CEO of UCLA Medical System, “While we can’t please all of the people all of the time, any goal short of 100% is unacceptable.”
• Transformational outcomes: Patients at the Ronald Reagan UCLA Medical Center said they were willing to recommend the hospital to others, lifting scores from the 57th percentile in July 2006 to the 95th Percentile in March of 2010
What Does it Look Like When You Get it Right?
• "In fact, the focus on the customer/patient should be the most important thing in healthcare--and it can be a real differentiator for hospitals. But for many hospitals, patient experience is about making and keeping patients happy, which misses the point completely because patient experience is also about a hospital's philosophy about the delivery of care.“ Dr. James Merlino, Cleveland Clinic’s Chief Experience Officer
• In the last five years, Cleveland Clinic has jumped from the 55th
percentile to the 92nd percentile in overall patient satisfaction among roughly 4,600 hospitals The Gallup Blog
• Cleveland Clinic Empathy video: http://www.youtube.com/watch?v=cDDWvj_q-o8
What Does it Look Like When You Get it Right?
• Design thinking is a perfect fit with Mayo's values — a human-centered focus (our patient), curiosity (our research enterprise is one of the largest in medicine), and a culture of teamwork.
• “Our approach is to transform the way people experience healthcare.” Douglas L. Wood, M.D., Director of the Center of Innovation at Mayo Clinic
• More than 4.4 million Kaiser Permanente members are registered for My Health Manger on kp.org. In 2013 alone, members:
– Sent 14.8 million emails to physicians and other care providers
– Viewed 34.5 million test results online– Refilled 14.8 million prescriptions online– Scheduled 3.7 million appointments online
• More than 25% of Kaiser Permanente members how access their data using mobile tools
What Does it Look Like When You Get it Right?
How Do You Do it?
• Establish clear goals• Design metrics for
success• Bring stakeholders into
the process• Establish business case• Best designed
technology fades into the background
Make Sure You Know What Success Looks Like
Business case
Success metrics scorecard
There’s No Such Thing as Buy-in
Analyze Data
Write Report
Executive Approval Execute
Not Buy-in LaterGet Engagement Early…
Step1
Step2
Step3
Step4
Step5
• Review customer satisfaction surveys
• Conduct user interviews and focus groups
• Consider in-situ ethnographic research
• Map customer journey’s and hassles
• Incorporate customers into the process
Understand Your Customer’s Experience
Customer satisfaction survey results
40
28
33
29
42
44
3
5
32
5
2
4
7
7 19
12
13
1= very bad 2 3 4 5= very good Don't know
T1. regardless of how you contact the bank, you get good and prompt service
T2. having access to a personal contact person
T3. you can do your bank errands at the time and in the way that suits you the best
Mean
3,9
4,0
4,2
Interview and focus group results
Customer Journey Maps
Engineer For Success
• Make it convenient, personal
• Make it seamless across channels
• Test in-process designs with consumers—and redesign until you get it right
• Rethink policies
• Redesign workflows and roles to support new design
Future state experience blueprint
Future state customer pathways and key moments of truth
Future state capabilities
End-to-End Experience Design
Performance and Metrics
Service Level Measurement
Performance Management
Coaching
Quality Monitoring
Reporting / Scorecards
Client Interaction Tracking and
Measurement
Rewards and Recognition
Client Satisfaction & Loyalty
Measurement
Advanced Analytics
Agent Development and Training
Incentive and Compensation
Alignment
Knowledge Management
Performance Support
Performance Communication
Stakeholder Management
Accountability Management
Client Interaction Touchpoints
Management Monitoring
FA/CA Training & Education
Integrated Voice of the Client Reporting
Other Call Center Integration
FA/CA Communication
Performance Measurement
Client Facing
Client Management
Profile Management
Processing and Escalation
Identification & Capture
Prob
lem
Res
olut
ion
Status Communication
Call Distribution and Routing Management
Security / Authentication
Automated Interaction
IVR Processing and Inquiry Execution
Pers
onal
izat
ion
Service Management
Speech Enabled /
Natural Voice Recognition
Service Specialization
Call Handling(technical and
soft skills)Call backs
Client Campaigns
IVR Optimization
and Messaging
Internal Processes and Infrastructure
Agent Recruiting
Resource Management
Interviewing and Skills Testing
Workforce Planning and
Mgmt
Foun
datio
nal
Project Management
Financial Management
Continuous Improvement
Channel Management
Website IVR
Interaction Enablers
Co-browse Desktop, Softphone CTI Email
Management
Data Management
Client Interaction Data
Client Account Data Agent Data CA Data
Career Progression
Mobile Media Social Media
Implement, Monitor, and Revamp
• Train the staff and ensure they know their scripts
• Measure engagement and customer satisfaction
• Check in with users periodically
• Relentlessly review and continuously improve the experience
• Build processes to hear the voice of the customer routinely
Customer satisfaction survey results
40
28
33
29
42
44
3
5
32
5
2
4
7
7 19
12
13
1= very bad 2 3 4 5= very good Don't know
T1. regardless of how you contact the bank, you get good and prompt service
T2. having access to a personal contact person
T3. you can do your bank errands at the time and in the way that suits you the best
Mean
3,9
4,0
4,2
Closing Thoughts
• Your customer experience strategy is a critical component of long term sustainability
• Your customer’s engagement is critical to your success
• A focus on user experience and patient engagement requires culture change and top down/bottom up focus
Execution
Design
Experience Engagement
