23
Walking the Talk Consumer Centricity Via Journey Mapping and the Lived Experiences of Your Consumers Putting Care at the Center December 6, 2018
Walking the TalkConsumer Centricity Via Journey Mapping
and the Lived Experiences of Your Consumers
Putting Care at the CenterDecember 6, 2018
Today’s Presenters
2
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Melinda KarpVice President, Consumer Centered Quality, Commonwealth Care AllianceExecutive Director, The Center to Advance Consumer Partnership
Jeff MillerPrincipal Consultant, The Center to Advance Consumer Partnership
Burt PuschConsumer Advisor ConsultantCCA and The Center to Advance Consumer Partnership
Workshop Agenda
1. Setting the ContextCommonwealth Care Alliance (CCA) and The Center to Advance Consumer Partnership (CACP) experience developing a consumer partnership model
2. Journey Mapping 101The CCA/CACP approach to journey mapping
3. Putting Concept into PracticeBuilding a Journey Map
4. The Value of Consumer Validation
5. Key Takeaways
3
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Commonwealth Care Alliance
4
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
• Based in Massachusetts, CCA is a not-for-profit, community-based healthcare organization
• Dedicated to improving care for individuals dually-eligible for MassHealth (Medicaid) and Medicare
• Mission of providing the best possible care, individually tailored to the members and patients we serve
• Nationally recognized for innovative model of care that improves quality and health outcomes while reducing overall cost of care
• Consumer-centricity has been core to CCA’s mission since inception
Commonwealth Care Alliance offices (4)
Commonwealth Community Care clinics (4) CCA’s clinical affiliate; a specialized primary care practice offering comprehensive, disability-competent care
CCA Crisis Stabilization Units (2) CCA’s alternative to psychiatric hospitalization for members with acute behavioral health/substance use disorder needs
5
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Commonwealth Care Alliance
The Center to Advance Consumer Partnership
Seeing consumers as experts in their own lives and partnering with members every day to design and deliver outstanding care and service.
Fostering widespread adoption of consumer partnership models throughout the health care system.
The Critical Importance of Consumer Partnership
6
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Improving Consumer Experience
and Engagement
Enhanced clinical,
service, and financial
outcomes
Consumer Partnership – Value Proposition for Adopters
7
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Self-rated and objectively measured health outcomes
Adherence to recommended clinical practice and medications
Preventive care (health-promoting behavior, screenings, immunizations)
Resource use (hospitalization, length of stay and primary-care visits)
Source: British Medical Journal, A systematic review of evidence on the links between patient experience and clinical safety and effectivenessDoyle C, Lennox L, Bell D. BMJ Open 2013;3:e001570. doi:10.1136/bmjopen-2012-001570
Research literature has demonstrated meaningful correlation between patient experience/engagement and important behaviors and outcomes:
CCA’s Model for Building Consumer Partnership
8
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
CCA Early Accomplishments
9
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Explore Defined consumer centricity
Engage Built the first ever CCA Member Journey MapLearned what matters most to our members
Embark
Integrated journey map insights and priorities into 2018 Strategic Business Plan
Identified member experience measurement priorities Embedded Member Voices/consumer lens throughout
the organization
How do our Members Define Consumer Centricity?
10
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Maintaining autonomy, dignity, and self-determination
Encouraging engagement and self management
Providing emotional support and alleviating fear and anxiety
Creating easy access to understandable information
Respecting member values, preferences, and expressed needs
Sharing decision-making and co-creating goals
Facilitating community integration, inclusion, and participation
Striving for optimal functioning
How Do We Achieve Consumer Centricity as an Organization?
11
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Know the Consumers We Serve as a Population
Include Our Consumer’s Point of View Early and Often
Proactively Understand the Impacts of Our Actions on Consumers
Embed Awareness of Consumer’s Needs into the Culture of the Organization
Create Accountabilities to Ensure Consumer Centered Care and Service Delivery
Engage to Understand Your Consumer’s Current Experience
12
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
• Captures experiences at a touchpoint level
• Establishes a consumer centered framework for the organization
• Provides insights into what matters most to consumers
• Identifies key opportunities
Journey Mapping – a critical tool for understanding the consumer’s end-to-end journey through the organization
JOURNEY MAPPING 101
What is a Journey Map?
14
A visualization of end-to-end relationship between multiple entities/organizations
The map provides means to capture and communicate complex interactions
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Touchpoint Map Structure
15
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
SpineTo
uchp
oint
sJourney Stages
Touchpoint Map Structure - Spine
16
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Spine
End to end view of the consumer experience
Stages are defined for each relationship
The consumer will move through the
experience over time (not a linear journey)
Touc
hpoi
nts
Care Plan Management
(Supported)
Touchpoint Map Structure – Touchpoints
17
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Spine
Touc
hpoi
nts Touchpoints
• can be in-person, by phone, email, web, etc.
• have various levels of detail• are used for specific
consumer and/or organization needs
• are action oriented and originate from the consumer perspective
NOTE : Not every consumer will experience every touchpoint
Touchpoint Mapping is a mix of science and art
Review Updated Plan
Journey Map Structure
18
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Layer Information and Insights Into The FrameworkA framework through which data can be linked (surveys, VOC, measurements) and insights developed to help drive experience improvement activity
Sample information types
• Functional Owners• Moments That Matter
and Pain Points• Systems Inventory• Data Inventory• Measures Inventory• Consumer Personas• Consumer Segments• Marketing / Communications• Action Items• Project Inventory• Etc.
Mapping Complexity – Don’t Try This On Your Own
19
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Healthcare journeys represent a series of highly complex, inter-related relationships. Because the map is a foundational step, the first one must be done correctly.
Consumer
Providers Payers
Health Plan
Key Takeaways
20
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
• Journey mapping builds a person-centered framework for understanding the consumer experience and lays the critical foundation for making consumer partnership an enduring part of organizational culture
• You don’t know what you don’t know—unless consumers are actively engaged you will always only have half the story and half the solution
• Individuals with complex health and social needs are experts at their own lives. When given the right tools and forums our consumers can translate their experiences into rich insights that improve care design and delivery
Journey Mapping is the Beginning, Not the EndNext Steps
21
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
1 3 5
2 4
Share journey results broadly
across your organization
.
Align findings with strategic
planning.
Prioritize quick wins
.
Align performance
metrics
Keep the Journey Map
current – It is a living document
.
Services Tailored to Organizations Serving People with Complex Needs
P2PPathways to PartnershipOrganizational Assessment and Journey Mapping
VIP Voices in PartnershipArray of Voice of Consumer Models
Measures That MatterConsumer Experience and Quality Measurement Programs MTM
Consumer Partnership Engagement IndexNational Consumer Survey of Consumer Partnership Engagement Among
Organizations Serving Individuals with Complex Needs CPEI
Visit us at the BEEHIVE sessions later today or tomorrow
©20
18 C
omm
onw
ealth
Car
e Al
lianc
e®/C
ente
r to
Adva
nce
Cons
umer
Par
tner
ship
–Co
nfid
entia
l & P
ropr
ieta
ry In
form
atio
n
Let’s explore ways we can work together to foster authentic consumer partnership
