• The Best Exotic Marigold Hospital Bringing Hilton’s guest experience to healthcare

Session 43, February 20, 2017 1:30 – 2:30 pm

Nathalie Corredor, BA, MBA, SVP StrategyNick van Terheyden, MD, Chief Medical Officer

Speaker IntroductionNathalie Corredor, BA, MBA

SVP StrategyHilton Worldwide

Nick van Terheyden, MD@drnic1

Chief Medical OfficerNTT DATA Inc.

Conflict of InterestNathalie Corredor, BA, MBAHas no real or apparent conflicts of interest to report.

Nick van Terheyden, MDSalary: NTT DATA Inc.

Agenda• Healthcare Engagement – Design for service• Hilton Digital Engagement Success Story • Hospitality vs. Hospital• The future – What’s around the corner?• Final Takeaways• Questions

Learning Objectives• Develop an understanding of the way that increasing patient autonomy

results in greater patient satisfaction and engagement.• Explain the digital apps and tools used in the hotel industry and help

attendees understand the way these tools can be incorporated into a hospital setting to increase patient engagement and patient satisfaction.

• Review the use of tablet apps for patients/families and the functionality that can enhance patient engagement.

• Demonstrate the cost efficiencies and improved staff motivation that can result from use of consumer digital engagement tools.

In India we have a saying: Everything will be alright in the end, so if it is not alright then it is not yet the end.”

Movie: Best Exotic Marigold Hotel

Healthcare Engagement – Design for Service

55%of US online adults are likely to abandon their transaction if they cannot find a quick answer to their question or problem.

- Forrester Research

Generational ScoringGreatest

Generation Silent Generation Baby Boomer Gen X Millennial Boomlets

Customer Friction Factor SM Scoring varies based on Generation. Channels need to vary based on Generation.

Enga

gem

ent

Text MeI’m Online I’m MobileEmail MeCome See Me In Person Call MePreferred

Channel

Don’t call me. Ever.

Don’t call me. Ever.

Don’t make me come over there

Don’t make me go online

Don’t make me go onlineDisliked Channel Don’t make me

come over there

Disengagement Spectrum

• Friction does not win customers

• Multiple neutral experiences create loyalty

• Repeat high friction experiences drive disengagement, loss of transaction and loss of the customer

Neutral Zone

Unimpressed

Impatient

Annoyed

Frustrated

Angry

Vengeful

CFF S

M S

core

Number of Engaged Customers0 - 150

151 - 200

201 - 250

251 - 300

301 - 350

351 - 400

401 -

8

Lose

mul

tiple

Sa

les

Lose

the

Cust

omer

Lose

the

Tran

sacti

on

Customer Satisfaction /

LoyaltySystemic neutral

experiences lead to positive brand

perception

The Impact of Customer Friction ProfitAmong top hotel brands, those with the lowest CFF SM score were twice as profitable as those with higher CFF SM scores.

Customer FrictionCustomer Friction Factor SM Score

ProfitEarnings

PerShare

$3.55

$1.72

Patients expecting more from providersMake It Easy To Navigate“I want to be able to access information I need when I need it; I want you to help me find what I need”

Respect My Time“I don’t want to wait for appointments; I don’t want to spend a lot of time in waiting or exam rooms””

Respect My Opinion“I did my research and expect you to listen to me”

Be Transparent“I want to know what things will cost, I want to know what is happening next and why”

Insert icon here

Know Who I Am “I don’t want to fill out the same forms every time I visit; I want you to know more about me and my family than what’s in my EHR”

Help Me Connect With Others“I want to share my experiences with others who face similar challenges”

Hospitality has evolved

CUSTOMERS AT THE HEART

WHY ARE DIRECT CUSTOMERRELATIONSHIPS IMPORTANT?

LESSLIKELY TO SWITCH

LESS PRICE

SENSITIVE

BUY MORE OFTEN

LOWERCOST

$

BETTER CUSTOMEREXPERIENCE

♥

“Hilton inspires me to find and plan

amazing trips and experiences, not

just booking a hotel”

Pre-Arrival Stay Depart AdvocateDream Shop Book

“It’s so easy to quickly find what I

need with confidence and at

the best price”

“Booking with Hilton is fast and secure and I can tailor my trip”

“Hilton is seamless, easy and better

before I even get there”

“The app gives me an even better

experience when I stay at Hilton”

“Hilton saves me time”

“I feel part of a Hilton community of savvy travelers and am rewarded

for it”

INTEGRATED

STRATEGY

Integrated Customer Journey Model

IT Platform

LOVED BY GUESTSUNIQUE IN OUR INDUSTRY GLOBALLY

AVAILABLE EVERYWHERELEADING APP

DIGITAL CHECK-INFIRST AT SCALE+450 HOTELS

LEADING FUNCTIONALITY

Now live at 3,500 hotels...

Guests can set favorite rooms

for quicker check in

Hilton Digital Engagement Success Story

• Check out the Hilton App

Piloting two-way

conversation in app

Guests get an answer within minutes

Fitness Guest Rooms: wellness when you want it

TRU: First stab at functional and digital fitness

Hilton All-Day Bar Prototype

People will forget what you say, forget what you did, but they will never forget how you made them feel…

Survey Question

How far will you travel for your favorite brand?a) 5 milesb) 10 milesc) 15 milesd) 30 milese) More than 30 miles

Healthcare: We can design for Service

Hospitality vs. Hospital

We know you You know us1. How far will you travel for

favorite brand?2. Satisfaction Guaranteed3. Wellness is the new focus

1. Engagement makes a brand “sticky”

2. Empowered problem solvers3. Digital information to enable

healthy choices

Survey QuestionHow important is a satisfaction guarantee to you?a) Not importantb) Somewhat importantc) Very importantd) Never pay attention to it

The Future: What’s around the corner?

HEALTHY GUEST POC

WELLNESS PREVENTIVE CARE CHRONIC CARE

Hospitality provider driven capabilities based on profile information provided. General wellness inputs required

• Weight Loss • Healthy Menu

• Specialized • Personalized menu

• Exercise / Fitness Specialists

Partnership with Healthcare providers. Requires health inputs from guest

• Dietary requirements due to specific conditions• Physical activity requirements• Sleep apnea / sleep needs• Allergies• Therapies • Depression

Partnership with Healthcare providers. Requires guest to share health information.

• Diabetes

• Hypertension

• Congestive Heart Failure

Inform Track / Educate /Remind Alert

Wireframe for the future

Live DemonstrationWearable Monitoring

Additional ResourcesWhite Paper: Reduce Friction to Delight Your CustomersMicrosite: http://healthcaretech.cio.com/

All we know about the future is that it will be different.

Perhaps what we fear is it will be the same.

So we must celebrate the changes, because – as someone once said,

Everything will be alright in the end, so if not alright then then trust me it is not yet the end.

Movie: Best Exotic Marigold Hotel

Final Takeaways• Different communications requirements by

generation and Hospitality has evolved to meet the diverse needs and expectations of their customers – Customer is the heart of everything

• Digital Technology is the enabler to allow connection at every point in the engagement before, during and after

• Experience through the Customer/Patient eyes; path to improved customer/patient experience – an investment you cannot afford not to make

QuestionsNathalie Corredor, BA, MBASVP StrategyHilton Worldwide

Nick van Terheyden, MD @drnic1Chief Medical OfficerNTT DATA Inc.

Digital Healthcare Engagement Benefits• Satisfaction: 90% increased satisfaction rate for patients and physicians who use online tools.

(http://sloanreview.mit.edu/case-study/when-healthcare-gets-a-healthy-dose-of-data/)

• Treatment/Clinical: 80% of patients who can access their own EHRs use health information. (http://www2.deloitte.com/content/dam/Deloitte/us/Documents/life-sciences-health-care/us-dchs-provider-analytics-report.pdf)

• Electronic Secure Data: Digital consumer engagement tools can be integrated into the flow of clinical data, adding important patient-provided input that can improve clinical decision-making. – 40% of primary physicians see 21-30 patients per day, which equates to 16 minutes. – 85% of physicians believe digital health tools hold at least some capacity to improve care (American Medical Association)

• Patient Engagement and Population Management: Patient education videos and other materials can be incorporated in to tablet/smartphone apps, allowing patients to learn about their disease process and providing clear discharge instructions. – 80% of what affects health outcomes is associated with factors outside the traditional boundaries of healthcare delivery.

(Robert Wood Johnson Foundation and University of Wisconsin Public Health Institute)– 80% of providers and patients are satisfied with video-based care as a means of reaching people in rural locations

(University of Missouri School of Medicine)

• Savings: Urban hospitals in Texas with automated clinical information systems had fewer complications, lower mortality rates, and lower costs. (Archives of Internal Medicine and the Commonwealth Fund).

The most effective tools in increasing patients’ meaningful participation in care:– 38% -- patient portals– 14% -- secure email– 9% -- patient-generated data stored in EHR – 8% -- online and mobile scheduling – 6% -- benefits design– 6% -- wireless/wearables

(New England Journal of Medicine)

• The Best Exotic Marigold Hospital Bringing Hilton’s guest experience to healthcare

Session 43, February 20, 2017 1:30 – 2:30 pm

Nathalie Corredor, BA, MBA, SVP StrategyNick van Terheyden, MD, Chief Medical Officer