Role of Marketing In Access

From the Patient’s Perspective

May 5, 2014

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Presenter: Jean Hitchcock, VP Public Affairs & Marketing

MedStar At A Glance

• $4.5B System

• Ten hospitals inMaryland andWashington, D.C. region

• Academic medical centers and community hospitals

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• 30,000 Associates

- 8,000 RNs

• 6,000 Affiliated Physicians- 1,600 employed

physicians- 1,100 Residents/year

MedStar Access At A Glance

• Many call centers and many vanity numbers

• 16 public web sites not all managed internally

• No explicit service standards

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• Patient pathways not part of clinical pathway

• Rebranded in 2011

Access Task Force Formed at System Level

• All contact centers for patients included

• All media for access

• Looked at patient preferences and market nuances

• Work continues in two key areas for marketing: – Call (contact) Center

– Web and Social Media

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Marketing Took it Further

• Signage and way finding

• Decreased the number of vanity phone numbers

• Started to build the infrastructure for web assets

• Joined with CMO to develop single data base for credentialing

• Redesigned not only the web assets but the intranet as well

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Creating a Positive Patient Experience Through Access

Patient Experience

Service Standards

Training

Technology

Knowledge

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Marketing Business Requires Access

• Must have capacity to drive business

• Must have easy access for patients

– Look at banking

• Segment your access by demographics

• Integrate efforts with IS developments

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Call Center aka Contact Center

• Developing the strategic plan for our 143+ call centers

– Standardization around technology

– Service standards and training

• Created a single data base for all affiliated physicians for referrals here and on web

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Web Assets

• Strategic Plan developed by and for patients

• Three-year plan of staffing and funding

• Consolidated 16 public sites into one system site

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Mystery Shopping (MS) to Ensure the Patient Experience

• Mystery shopping is required for all services marketed

• The MS reports influence operations by giving a real time assessment of operation.

• MS takes the Point of View of the patients.

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Recent Developments

• Centralized scheduling is being rolled out everywhere

• Zoc Doc as an interim strategy

• Access is reported by physician to CMO

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About Greystone.Net

• Eighteen year old healthcare Internet firm based in Atlanta, GA and providing a series of Internet-related consulting services and products:

– Internet and Intranet Strategic Planning– National Web Site Benchmarking– Search Engine Optimization– Call Center – Web Integration– Web Site Design, Usability Testing, and much more

• Greystone has more than 300 clients nationwide including:– Community and multi-hospital systems– Academic Medical Centers– Children’s hospitals– Other healthcare related companies

• Deep expertise in healthcare:– Administration, Operations and Planning– Marketing and Public Relations and Web Services– Recognized leader in Healthcare Internet Technology

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Customer is KING

• Consumers

• Patients/Families

• Physicians

• Employees

• Others

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And they are all seeking the best possible EXPERIENCE

Access Influences Customer EXPERIENCE…

• The Web et al, Digital, changes our capabilities and expectations for access.

– Web sites

– Mobile

– Social

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… and great digital implementation improves ACCESS

Do You Remember?

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• Asking your friends for a restaurant suggestion?

• Waiting to call until the restaurant opened to make a restaurant reservation?

• Looking through the classified ads in the newspaper?

• Driving to the movie theater and hoping the movie wouldn’t be sold out?

• Spending hours in the book store trying to find that book you were looking for?

• Waiting 5 years for your next class reunion to find out what’s going on with your ex? Or your best friend from high school?

Technology and Online Usage

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Pew Internet Study, 2013

Gadget Ownership by American Adults

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Mobile Bigger Than All This Year …

Mobile Users > Desktop Internet

Users Within 5 YearsGlobal Mobile vs. Desktop Internet User Projection, 2007 – 2015E

Inte

rne

t U

sers

(M

M)

As of January 2014, 55% of American adults had smartphones,

while 42% owned tablets according to the Pew Research Center.

Mobile devices accounted for 55% of Internet usage in the United

States in January 2014.

Consumers Are Leveraging Online Tools

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Search is the Most Visited Web Site via Smartphone

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What Patients Want Online

Online access to medical records/test results

Email access to doctor

Online appointment scheduling

Online health information

Doctor/Hospital quality online

Prices of services online

After-stay assistance from patient rep

Interest in Using

from Physicians

83%

76%

72%

69%

67%

65%

NA

Interest in Using

from Hospitals

71%

NA

60%

59%

64%

62%

51%

Source: Deloitte Center for Health Solutions

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What Patients Want Online

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Accenture, 2012

Healthcare Access

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Mobile Changes Everything

• The rise of mobility is changing:

– The desktop version of your Web site.

– Your development process.

– Your design process.

– Your search strategy.

– Your ad strategy.

• We need to think about:

– Mobile version of your Web site.

– Mobile apps for Smartphones.

– Apps for wireless devices.

– Apps for specific target audiences.

– Your strategy:

• for mobile search.

• mobile advertising.

• mobile delivery.

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Responsive Design a Must

• A quarter (25%) of all Americans currently own three devices:

– Laptop

– Smartphone

– Tablet

• Based on the current population, that’s over 78m people owning around 230m devices, most of which have varying screen sizes.

• Developing a single, consistent and seamless Web experience that plays well on any device is a huge challenge.

• Responsive design, which redistributes text and images on a screen to best match its size, is the best way to ensure a seamless viewing experience.

• Moving from a multi-channel world to an omni-channel one.

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Your Mobile Strategy is Likely Multiple Solutions

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This drives the Patient Experience

OLD NEW

Mass marketing messages Direct-to-consumer conversations

Call for an appointment, billing questions,

etc.

Online appointment requests,

appointment scheduling, etc.

Cal l or email to sign up for classes. Sign up for classes and events with real-

time availability and payment options

Fill out a paper survey weeks after your

visit

Feedback about care – comments,

questions, issues, etc.

Fill out form, pay by check, get your

medical records in the mail or pick them

up at the hospital.

Online Access to Medical records

Visiting pharmacy, making calls, etc. Online Prescriptions, follow-up

appointments

Filling out forms when you get there Online pre-registration

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So, How Do You Get There?

• Prioritization

• Strategy

• Resources

• Implementation

• Ongoing Monitoring and Modifications

• Change Is Constant

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MedStar Case Study

• Started with Greystone.net in 2012

• Cross section of system focused on functionalities and navigation

• Redesign and redevelopment of single web site in 10/14

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Lessons Learned

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