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 Strategy
Nick van Terheyden, MD, Chief Medical Officer
Speaker Introduction
Nathalie Corredor, BA, MBASVP StrategyHilton Worldwide
Nick van Terheyden, MD@drnic1
Chief Medical OfficerNTT DATA Inc.
Conflict of Interest
Nathalie 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
GenerationSilent Generation Baby Boomer Gen X Millennial Boomlets
Customer Friction Factor SM Scoring varies based on Generation. Channels need to vary based on Generation.
Eng
ag
emen
t
Text MeI’m Online I’m MobileEmail MeCome See Me In
PersonCall Me
Preferred 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 online
Disliked ChannelDon’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
SM
Sco
re
Number of Engaged Customers0 - 150
151 - 200
201 - 250
251 - 300
301 - 350
351 - 400
401 -
8
Lose
mu
ltip
le
Sale
sLo
se t
he
Cu
sto
mer
Lose
th
e Tr
ansa
ctio
n
Customer Satisfaction /
Loyalty
Systemic neutral
experiences lead to
positive brand
perception
The Impact of Customer Friction Profit
Among top hotel
brands, those with
the lowest CFFSM
score were twice as
profitable as those
with higher CFFSM
scores.
Customer FrictionCustomer Friction Factor
SMScore
ProfitEarnings
Per
Share
$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 CUSTOMER
EXPERIENCE
♥
“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 EVERYWHERE
LEADING APPDIGITAL CHECK-IN
FIRST 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
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 miles
b) 10 miles
c) 15 miles
d) 30 miles
e) More than 30 miles
Healthcare: We can design for Service
Hospitality vs. Hospital
We know you You know us
1. How far will you travel for favorite
brand?
2. Satisfaction Guaranteed
3. Wellness is the new focus
1. Engagement makes a brand
“sticky”
2. Empowered problem solvers
3. Digital information to enable
healthy choices
Survey Question
How important is a satisfaction guarantee to you?
a) Not important
b) Somewhat important
c) Very important
d) 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 Resources
White Paper: Reduce Friction to Delight Your Customers
Microsite: http://healthcaretech.cio.com/
Final Takeaways
• Think through consumer experience and pay attention to your friction factors and address them
• Different communications requirements by generation - 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
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
• Call to action to go to the survey link and take the survey
• 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
Questions
Nathalie Corredor, BA, MBASVP StrategyHilton Worldwide
Nick van Terheyden, MD@drnic1
Chief 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 Strategy
Nick van Terheyden, MD, Chief Medical Officer