Consumers today are more demanding than they ever have been before. They expect conveniences, easy access, choices and leverage the internet to find the best value. Regardless of the industry, consumers are drivers of change and organizations are identifying ways to connect with consumers and deliver a top-notch customer experience. Healthcare marketing executives need to refocus their initiatives to put the customer first not the campaign.
In the healthcare industry, healthcare consumers are experiencing a rapid pace of change. Government regulations are helping to transform the industry and healthcare consumers are seeing the benefits and challenges that often accompany change. Healthcare consumers are beginning to blur the line between retail and healthcare and are demanding a similar experience. Price transparency, personalization and omin-channel to name a few. One of the many challenges within healthcare is not the amount of data, but the location of the data and the need to keep patient data private and secure. Healthcare organizations have access to more data than they know what to do with, the problem is that data is often located in several disparate systems, making it nearly impossible to get a complete patient view.
Turning data into knowledge is critical to the success of any organization and this is especially true for healthcare. Data can generate actionable insights to improve the overall customer experience and can be leveraged to engage and empower healthcare consumers – resulting in better patient outcomes for individuals and populations. Healthcare marketing executives are leveraging digital strategies, already used in the retail industry, to connect and empower healthcare consumers and create an individualized experience outside of the traditional care setting.
If you are interested in learning more about digital strategies in healthcare and the impact data can have on your organization join us for a complimentary networking event. This event is for healthcare marketing executives responsible for hospital marketing, advertising or community engagement. Chris Bevolo, Author of Joe Public Doesn’t Care About Your Hospital; Melody Smith Jones, Manager of Connected Health at Perficient and Jason Rushforth, Vice President of Industry Solutions at Oracle will lead a discussion on how hospitals can orchestrate individual interactions with customers, facilitate, customize and expand customer outreach and use leverage online tools to support patients after discharge.
Have you every picked up a copy of “Joe Public Doesn’t Care About Your Hospital?” It’s written by healthcare marketer Chris Bevolo along with his follow up “Joe Public II: Embracing the New Paradigm”.
I’m a big fan of his work. First, Joe Public was written in 2011 when you would have been hard pressed to find health systems using consumer centric outreach mediums. Instead, many were holding on to more traditional public relations communications mechanisms. Many still are, and there is a fundamental disconnect when such traditional mediums are used. The disconnect lies in the old standard of care where doctor played roles of “demi god” that bestowed healthcare advice upon the patient. With that type of relationship, traditional PR can work because the patient is then looking up at the health system for sage pieces of wisdom and advice.
However, the dynamics between patient and care team have changed, and that very much changes how a health system must outreach to these patients. Patient is now more likely to want to feel like they are a part of the care team because, truly, who else is more responsible for their care than them and their loved ones? As such, marketing mediums that rely upon a David versus Goliath mentality just do not work.
Want to know what does?
The mediums that work in the new healthcare environment are the mediums that respect the patient’s role as a part of the care team. These are mediums that allow you to speak with an authentic and humble voice. These are mediums like social media where communities of people come together to digest information together. These are mediums like mobile where you can form relationships that matter right in the living room of 91% of the US adult population.
And this brings us to the title of this piece. Why to market to women. Controlling 80% of U.S. spending, women represent the largest market opportunity in the world, and a women’s power of influence extends well beyond the traditional roles of family and education on to government, business, the environment, and, yes, healthcare. As such, I have witnessed healthcare marketing team after healthcare marketing team designate large portions of their strategy and budget towards how to win Mom. So, while Joe Public might not care about your healthcare system, Jane Public certainly does. Even more, she is still looking for a trusted, humble, and authentic voice to partner with her as she cares for her health, the health of her family, and the health of her community.
Care to learn more? It just so happens that I will be speaking alongside Chris next week at “Don’t Just Do Healthcare Marketing. Go Digital” in the Chicago area. If you are in the area, please feel free to register.
Connected health engages patients, members, providers, and the health community using technology to deliver quality care outside of the traditional medical setting. We have identified the top 10 connected health trends and highlighted them in the below infographic. For an in depth look at each trend check out our newly published guide on the Top 10 Connected Health Trends for 2015.
The healthcare industry tends to lag behind other industries when it comes to many things, especially the adoption and implementation of new technologies. There are several factors that contribute to this hesitancy, like the need to adhere to strict privacy and security regulations, new initiatives brought on by healthcare reform and consolidation within the industry. As technology continues to evolve, healthcare CIOs need to be able to identify and invest in technologies that will support key industry needs. CIOs should be looking for ways to leverage social, mobile, analytics and cloud (SMAC) solutions as they go through their software selection processes.
Here are 4 of the key actions necessary to leverage the power of SMAC:
Prepare for a hybrid IT environment
Healthcare organizations are facing several industry challenges and are feeling the pressure to transform their organizations in order to adapt to the evolving industry. The pressure to reduce costs, develop population health management capabilities and a shift to value-based reimbursement and payment models are requiring healthcare organizations to look beyond traditional solutions. In many cases CIOs are turning to a hybrid IT environment and leveraging external service providers within their solution architectures. A hybrid IT ecosystem means less and less in house, and puts added pressure on IT leadership because they are still responsible for governance, security and service of the IT systems.
Get in front of interoperability
Interoperability has become front-and-center in healthcare, integration of systems and data from multiple sources is critical to meeting the demands of the transforming healthcare industry. Interoperability is essential to leveraging social, mobile, analytics and cloud (SMAC) capabilities. Healthcare CIOs need to establish a strong interoperability foundation in order to take advantage of SMAC. Robust integration and health information exchange (HIE) are required to meet the demands of the transforming healthcare industry and integration of SMAC must be part of the interoperability roadmap.
Leverage social media to engage consumers and patients and promote your patient portal
When it comes to patient portals, many healthcare CIOs are focused on meeting the requirements of Meaningful Use, rather than creating an engaging portal. Healthcare organizations need to look beyond Meaningful Use and create a patient portal that engages and empowers their patients. CIOs need to include market-driven patient portal features like: dynamic scheduling, gamification and telehealth to meet the demands of the market. Learn more about the 7 Features of a Market-Driven Patient Portal here.
Simplify your architecture
We have all heard many times that less is more and this is good advice to follow when it comes to healthcare IT. Oftentimes, healthcare organizations have the opportunity to make room for innovation by retiring their legacy systems and applications. CIOs need to prioritize their legacy systems based on several factors including but not limited to: costs of maintenance and support, complexity and compliance. Industry consolidation has added to the complexity and increased the number of systems within healthcare organizations. Simplifying the architecture can be challenging but the improved patient care, efficiencies gained and overall results make it well worth it.
The transforming healthcare industry is putting additional strain on healthcare executives to provide high-quality care at an affordable cost. Utilizing technology to improve operational performance and enhance patient care is critical to the success of healthcare organizations. Digital transformation in healthcare is happening as we speak. Healthcare consumers are demanding transparency and convenience – what better way to connect and empower consumers than through the use of SMAC (social, mobile, analytics, cloud).
Earlier this week, I discussed the #1 lesson that the healthcare industry could stand to learn from the retail industry. Namely, this include the use of consumer/patient data to understand, motivate, and incentivize true behavior change. In an effort towards true patient engagement, we can use that data for even more.
Really with all of this “Consumer Engagement”?
Yes, I know. The phrase “consumer engagement” has been bandied about so often that it has lost its meaning. As a result, while the industry wants true consumer engagement more than ever, they are tired of hearing the term “consumer engagement”.
However, true consumer engagement, the kind of engagement that is realized through true connection with each patient and their surrounding population, will remain a focus in 2015. More patients will work with their providers to take responsibility for their health, use technology tools to manage chronic conditions, and utilize social networking to communicate with their peers.
Here’s the Problem
The problem is that we are faced with a current state that looks a little something like this:
This is where we all admit that we all still have quite a bit to learn about true consumer engagement. It just so happens that last month I teamed up with a leader from our Retail industry practice to provide the webinar entitled “A Real Retail Strategy for Healthcare”. Among other things, I spent time discussing how you use data, and true engagement, to create awareness, convert unknown consumers into patients, relate to them on a personal level and then earn their loyalty. Check is out below.
We are all aware of the added pressures healthcare organizations are faced with today. Healthcare reform has created another level of complexity and organizations are turning to the cloud to help meet the rising demands of the evolving healthcare industry. Leveraging the cloud can help organizations transform their business models, become more data-driven, address regulatory requirements and deepen customer relationships.
Jonathan Green, Senior IT Director, Apollo Endosurgery and Perficient’s Andrew O’Driscoll, Salesforce National Partner Executive will be hosting a virtual fireside chat on Thursday, May 7 at 1:00 PM CT.
During the virtual fireside chat, Apollo Endosurgery will share their transformational journey with Salesforce and how next-generation cloud technology helped scale their business in 8 weeks.
To learn more about the upcoming fireside chat and to find out how the cloud can transform your business, click here.
A colleague of mine recently shared with me a conversation he had with a CEO of a large health system in Chicago. The CEO was asked the following question:
“If you could sit down for lunch to have a candid conversation with the leader of any organization, then who would it be?”
Hmm. Let’s all think about that. Who would you choose? Would you want to know the leader of Mayo Clinic? How about the leader of your foremost competitor? You may, or may not be, surprised by this CEOs answer. He wants to meet the leader of Domino’s Pizza.
His reasoning was simple. The leader of Domino’s Pizza not only has an understanding of connecting with consumers in a more retail setting but has also worked to transform the public’s image of them through outright candor and unexpected outreach tactics.
What Healthcare Can Learn from the Retail Industry
I was meeting with leaders of a healthcare organization that is known as being very physician centric. In decades past, driving physician loyalty provided huge competitive advantages. It still does. However, the conversation I heard over and over again was how that centricity of messaging is shifting away from physician and towards patient/consumer. Healthcare stands to learn a lot form the retail industry in that regard. Recent lessons learned include how to use the retail setting as a medium for providing care and how to engage consumers outside of the care setting using technology. What is often neglected when assessing the tactics used by the retail industry is their core competency of using data insights to motivate and incentivize changes in consumer behavior.
We recently did a webinar entitled A Real Retail Strategy for Healthcare. Here is a peek of that webinar, which dives into what healthcare can learn from the retail industry.
Social media in healthcare has evolved over the last several years. In 2009, Henry Ford Health System was the first to live tweet a surgery,and Mayo Clinic held the first Annual Health Care Social Media Summit. Since 2009, social media in healthcare has evolved from a PR tool to a vehicle used to manage population wellness and convert unknown consumers into patients.
An increasing number of healthcare CIOs are using social media to engage with thought leaders throughout the world. Twitter and other social media vehicles provide a collaborative platform to share knowledge, consume loads of information and connect with other industry leaders. While the list of healthcare CIOs on Twitter continues to grow, these 10 healthcare CIOs have established themselves as the most influential on Twitter. (tweet this)
Follow all ten of these leaders here.
Who is included in the video:
University of Mississippi Medical Center
Beth Israel Deaconess Medical Center
Ministry Health Care
Robert Wood Johnson Foundation
Dirk Stanley, MD
Cooley Dickinson Hospital
American Cancer Society
University of Michigan Hospitals and Health Centers
Health Service in Ireland
Beacon Health System
When it comes to patient portals most provider organizations are focused on meeting the Meaningful Use requirements rather than creating a patient portal that truly engages their patients. While healthcare organizations have been making steady progress towards Meaningful Use (MU) Stage 2 attestation, the lack of patient engagement continues to be problematic. Creating a patient portal that engages and empowers patients outside of the four walls of the care setting requires organizations to look beyond MU2. Engaging patients through a portal will drive increased revenue streams by creating services that go beyond traditional geographic boundaries. The below infographic depicts the 7 features that can turn your MU patient portal into one that is driven by market demand.
I was fortunate to participate in the Health Information Management System Society’s (HIMSS) Annual Conference in Chicago last week. More than 42,000 other healthcare professionals attended the conference this year. I was in awe of how much innovated brain power was under one roof and how far information technology has come within the healthcare industry.
I was able to attend an interesting session with one of my colleagues called, “Reducing the Cost of Care Through Real Time Intelligence,” where Dr. Barry P Chaiken was speaking on how real-time analytics can help provide a true understanding of the cost of delivering care. He stated that the value of healthcare is really a basic equation: Healthcare Value=Quality of Care/Cost of Care and that there needs to be a true investment into the quality of care given the cost. To illustrate his point he provided an analogy to hotel room towels, stating that if you pay for a Motel 6 room, you wouldn’t really think twice about the quality of towels, but if you pay for a room at the Ritz and have Motel 6 quality towels you’d question why this is. Same thing goes for healthcare, if the U.S. has one of the highest per capita spends as a country, why is the quality of care so low compared to other countries – paying for the Ritz Hotel (high cost) but getting Motel 6 towels (outcomes).
He focused on the operations side of things, specifically labor and supplies as a starting point to help reduce costs throughout the healthcare delivery system. The problem – this data is rarely provided real-time. He outlined four steps that were followed by Community Medical Center on their “journey” to achieve real-time, actionable intelligence around operational cost management1:
Dr. Chaiken was able to present the impacts of implementing the four steps through some solid analytics that were derived from the work. He made a great point on using “little successes” to make such a large journey achievable. He gave an example of how during childhood we would set little goals, such as jumping to the next rung on the monkey bars, rather than being too ambitious and trying to jump two rungs. His point was that over ambitious executives, clinicians and IT staff sometimes set unrealistic expectations when it comes to IT and business/clinical intelligence. More often than not they fail and failure in healthcare is not something anyone can afford.
It was a great session and it really got me thinking about using some basic clinical and administrative data, not to achieve grandiose outcomes, but more immediate and meaningful outcomes that can truly help us begin to better understand the cost of care in our healthcare systems.
More than 42,000 healthcare executives, thought leaders and health IT enthusiasts attended #HIMSS15, last week in Chicago. Several of Perficient’s healthcare experts provided their perspectives on the trends and challenges within the healthcare industry. Check out our Healthcare Industry Trends and Challenges video, a compilation of insights from members of the Perficient team.
Over 42,000 healthcare IT enthusiasts and thought leaders attended HIMSS15 this year in Chicago. Thousands of others joined form various locations using social media to engage in the conversations. The HIT Super Bowl did not disappoint those in attendance and those joining the social media conversations. The conversations were around several different health IT topics but there were 4 hot topics that were making McCormick buzz.
The HIMSS15 top buzzword was interoperability. Healthcare executives across the industry are focused on technology that streamlines communication and the exchange of data across their systems. The challenge within the healthcare industry is not the lack of information, in fact the amount of information available is overwhelming. The big pain point comes with making the information useful and leveraging it to provide better, more proactive patient care. Integrating disparate data systems has proven to be a hurdle that many healthcare organizations haven’t figured out how to get over.
The 40,000 square foot Interoperability Showcase at HIMSS15 provided visitors the opportunity to watch more than 140 interoperable health IT systems as they followed the patient’s journey across the care continuum. The show also offered over 40 educational sessions focused on interoperability.
mHealth and the Internet of Things (IoT)
The HIMSS conference was full of smartphone apps, wearable technologies and other devices used for connecting and engaging patients. Connected health strategies are used to engage patients outside of the walls of the care setting to help make them more active participants in their care. The HIMSS15 conference featured a Mobile Health Knowledge Center which offered educational sessions on mobile topics such as innovative care delivery, privacy and security and technical requirements. One of the best quotes I heard came from the #HITsm panel discussion. Rasu Shrestha, MD (@RasuShrestha) said “I can’t wait for the distinction between mHealth and just health to disappear. It is all the same.” I couldn’t agree more, we need to get to the point where we are leveraging the best tools and technologies to provide the very best healthcare without the need to distinguish between the two.
BI and Analytics
The amount of information that healthcare organizations have to manage provides another level of complexity to the industry. With the amount of information that flows between interoperable systems, it is not surprising that business intelligence and analytics were a hot topic at HIMSS15. Integrating clinical, financial, operational and claims data to generate a 360-degree patient view provides healthcare organizations with actionable insights. These actionable insights are necessary to provide proactive care for individuals and entire populations. With the ultimate goal of healthcare being to provide high-quality, cost-effective care, BI and analytics is vital to making this goal a reality. BI and analytics are not only important for individual care but real-time, accurate and insightful data is a big part of population health management.
Patient Privacy and Data Security
Healthcare data breaches are up by 138% and that astonishing number is predicted to continue to rise. No one wants to be the next Anthem, surrounded by lawsuits and huge patient privacy liabilities. The HIMSS15 Cybersecurity Command Center offered educational sessions from industry and government experts as well as product demos and a “capture the flag” game that allowed users to compete for prizes to protect the virtual hospital network. Visitors to the Cybersecurity Command Center were able to take a look at products and services that can assist with training, preparation and response techniques. The healthcare industry continues to balance the need to keep patient data secure and private while also providing this data across the continuum of care for better outcomes.
Another HIMSS has come and gone, but these four topics left McCormick buzzing and will continue to be hot topics for many months (years) to come. I’m already looking forward to HIMSS16 – see you all in Vegas.