Lancaster General Health, Memorial Hermann Health System ... Presentatio… · © 2016 Simplee All...

© 2015 Simplee All Rights Reserved.

Oliver Nono leads MidWest Partner Success for Simplee; clients include Gundersen Health System,

Lancaster General Health, Memorial Hermann Health System

Oliver is an expert in helping providers drive self-service adoption for their patients and improve overall collections. He held senior leadership roles in a global financial technology company prior to joining Simplee.

Oliver holds a BA from the University of California at Berkeley in Applied Mathematics with an Emphasis in Computer Science.

Speaker

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© 2016 Simplee All Rights Reserved.© 2015 Simplee All Rights Reserved.3

“Culture eats strategy for breakfast”C

redit: Apple, Inc.


1. Perspective

2. New Model

3. From Field

Gameplan

4


Billing… does it really matter?

Credit: J. K

ohl

Credit: G

etty

© 2016 Simplee All Rights Reserved.© 2015 Simplee All Rights Reserved.

Consider a customer’s journey in healthcare...

SHOULD I go

and to WHOM?

Will it be easy and AFFORDABLE?

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Credit: R

yan Ferreras

What worked well? TELL others?

What information do I TRUST?


Is this about transactions or something more?

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Schedule

Post-Servicebill

Point of Service

Pre-Service Call

Patient Financial Journey

Find a Doctor

Eligibility/Estimate

Credit: R

yan Ferreras


Credit: npr.org “K

itchen Window

series”

Delivery vs. Experience

Credit: firstw

efeast.com


Experiences “wrap” complexity, focus on success

© 2016 Simplee All Rights Reserved.10

Links to payment + loyalty

Source: Longitudinal study of patient satisfaction with billing and payment experience by Connance (Consumer Impact Study, 5th annual, results published Aug 2014, sample size n=500)


References: BAI = Balance After Insurance1. Kaiser Employer Health Benefits Survey (2014) http://kff.org/report-section/ehbs-2014-section-five-market-shares-of-health-plans/2. The Advisory Board: The Daily Briefing (13 Aug 2013) https://www.advisory.com/daily-briefing/2013/08/13/khn-hospital-bad-debt-climbs-as-coverage-costs-are-shifted-onto-workers

"Hearing from members they are seeing

an increase in bad debt

and even in charity care for people with high-deductible health plans"

Caroline Steinberg (VP Trends Analysis)

5x

Insured patients arising but challenged payer

high deductible growth in 8 years

http://kff.org/report-section/ehbs-2014-section-five-market-shares-of-health-plans/

https://www.advisory.com/daily-briefing/2013/08/13/khn-hospital-bad-debt-climbs-as-coverage-costs-are-shifted-onto-workers


Meeting new expectations

Think... Modern design, digital and 1 click assumedMobile friendly, 2 seconds before abandonPayment options readily available

71% consumers report valuing their time as

most important to provide good service.

Source: Forrester: “Understand Communication Channel Needs To Craft Your Customer Service Strategy”, March 11, 2013Photo credit: https://www.helpscout.net/blog/self-service/

https://www.helpscout.net/blog/self-service/


Focus on self service, collateral benefits...

● Jumped 20% → 80% in 8 years1

● Iterated way to a convenient, trusted flow

● Transformed check-in and agent’s role

Reference: 1. Drennen, Hannah. “Self Service Technology in Airports and the Customer Experience.” (2011). UNLV Theses/Dissertations/ Professional Papers/Capstones. Paper 1053. Accessed October 8. 2014. digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=2054&context=thesesdissertations.

Credit: P

aul Sabelm

an (Flickr)

Credit: Tom

er Shoval

13© 2015 Simplee All Rights Reserved.

CASE STUDY The Airline Industry

http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=2054&context=thesesdissertations

https://www.flickr.com/photos/pasa/5752370842


complements the clinical one.Patient financial experience...

A. Common to ALL patients

B. Last impression

C. First impression

D. Affects “significant” dollarsClinical journey

Financial journey

Healthcare Customer Journey

Paradigm shift?


1. Perspective

2. New Model

3. From Field

Gameplan

15


Marketing

Revenue Cycle

Patient Experience

“Dunning cycles”

Staff driven

Transactional

Painpoint

Engagementcampaigns

Self-service optimized

Realtime feedback

Multi disciplinary effort required


Trusting● Build confidence with consumer

friendly details

● Inline feedback, every payment

Capable● Pay by any device, anytime, and

any method including credit

● Shield from backend complexity (eg, across hospital and physicians, minimal steps)

Motivated● Multiple engagement paths

working together

● Right message at right time

● Behavioral drivers leveraged (eg, visual design, flow)

Organize to learn Drive success of patient as a customer


Shield patients from the backend...

Source: “Pay a Bill” page via US Bank on Peace Health website as of 28 October 2015


… and go beyond access, support decisions

Source: “Pay a Bill” page via US Bank on Peace Health website as of 28 October 2015“Pay a Bill” page via QuickPay.net on Mercy Hospital website as of 22 December 2015


Set a high barNew success metrics, aligned with patients

PATIENT

STAFF

COLLECTIONS

1. Engage early and regularly

2. Aim for empowered patients

(think self service!)

ABANDON / WRITE OFF 3. Close feedback blindspots

Eligibility / Estimate

Post-ServiceBill

Point of Service

Pre-Service call

ScheduleFind a doctor


1. Perspective

2. New Model

3. From Field

Gameplan

21


Re-envision traditional experienceCASE STUDY

Source: Lancaster General Health’s patient statement and online payment portal


Capture more people:Flexibility of portal (SSO) or guest

“Very nice and quick and convenient. Kudos for using this method!”

- Lancaster patient

“Thank you! Probably would have paid it sooner had I known it was going to be this easy.”

- Lancaster patient

CASE STUDY

Source: Lancaster General Health’s patient billing homepage (images Sep 2015)


CASE STUDY

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Build trust:Make it easy to be confident along the journey

Source: Lancaster General Health’s patient statement and electronic version with friendly details via Simplee platform (images Nov 2015)


CASE STUDY

Capture attention:Create campaigns for the financial journey

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Source: Sample engagement emails sent by physician providers at Lancaster General Health to patients via Simplee platform (images Nov 2015)

● Go beyond “pay us now”

● Messaging adapts to stage

● Mobile friendly design

Welcome New BillBill

Reminders

Pre-collection Alerts

Thank you


Empower patients:Help patients to pay on their own

“Love that it allows you a payment plan option, if necessary!”

- Lancaster patient

CASE STUDY

Source: Sample engagement emails sent by physician providers at Lancaster General Health to patients via Simplee platform (images Nov 2015)


Metrics matter: Self-service focus drives satisfaction + more

Source: 2014 baseline analysis from Lancaster General Health (LGH) Rev Cycle team + 2015 payments summary report from SimpleePAY backoffice for LGH

↑122%Self service

(2014 vs. 2015)

82%Recommend

(Billing and payment experience)

Single Checkout for Hospital + PhysicianConvenient guest flow, integrated into patient portal too

CASE STUDY


Net collections increase too

-45

1

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Source: 2014 baseline analysis from Lancaster General Health (LGH) Rev Cycle team + 2015 payments summary report from SimpleePAY backoffice for LGH

Overall growth $1.6M, self-service up $1.7M

CASE STUDY

↑ 14% growth year over year


Payment can be a source for faster insights

“That was quick and easy!!! Love it!”

"First tried calling to make payment and was on hold at 10 minutes both times I called. Very frustrating. Paying on online was easy.”

“LOVE that it let me set up a payment plan without having to call in!”

“This was so easy and quick that I almost fell off my chair.”

“And you don't have to be a rocket scientist to go through the whole process.”

“simple and fast-love it!”

“I appreciated not having to use a username/password”

“Very quick and far less complicated than most bill pay sites”

“LOVE GETTING THE EMAIL”

Source: Patient survey after self-service payment on SimpleePAY Comments for question: “How likely is it you would recommend [Leading regional hospital] to a friend or colleague due to your recent payment experience?” (n=12,749, Response rate = 30.3%, Answers range 0 to 10, average 8.38)


Next: Empowering patients at pre-service

Source: Lancaster General’s Apr 2016 launch of Simplee Estimate (patient experience)

CASE STUDY

Tie estimate, scheduling, and payment together


Next: Empowering patients at pre-service

Source: Lancaster General’s Apr 2016 launch of Simplee Estimate (patient experience)

CASE STUDY

Tie estimate, scheduling, and payment together


Self service focus proving many benefits

Source: 1. Patient survey after self-service payment on SimpleePAY Comments for question: “How likely is it you would recommend [Leading regional hospital] to a friend or colleague due to your recent payment experience?” (n=12,749, Response rate = 30.3%, Answers range 0 to 10)2. Cost per payment on post service basis, excludes point-of-service transactions. 3. Net collections includes all patient self pay, from pre service to point-of-service to post-service.

↑ 57% Digital self-service

↓ 24%Cost per payment

(Post service2)

↑ 17%Net collections3

“Model implementation”Live system wide in 5 months

12 hospitals, 135K patients, 1,200 staff

41Net Promoter Score

(Billing and payment experience1)

CASE STUDY


CASE STUDY

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Empower staff to shift to higher value activity

Source: Compares pre launch (Epic MyChart with paper statements and online) to post launch with Simplee (paper and online). For savings, compares Simplee licensing, contingency fee, and paper statement costs to average of previous months.

↓ 21%Cost per payment

(post service1)

↓ 50%Incoming calls(24 FTEs re-allocated)

Greater Collections, Faster Gains

Self service

75%“Very Satisfied”

(Billing and payment experience)


Closing thoughts:

Financial journey is an (invaluable) common denominator

Power to engage patients has compounding brand advantages

Hidden in the status quo are new possibilities yet to emerge


Q&A

One platform, one (delightful) experience.

Oliver NonoPartner Success, Midwest

[email protected]

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