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Includes Provider Portals (Patient, Provider, Physician), Payor Portals (member, provider, agents/brokers), and User Experience

How Kaiser Permanente Serves More Patients With Less Resources

How Kaiser Permanente Serves More Patients With Less Resources

Healthcare is undergoing a seismic change in the way traditional institutions think about healthcare delivery. From consumer-driven loyalty programs and social listening to telehealth and wellness programs, disruptive technologies are leading the transformation. Telehealth, once reserved for the chronically ill, is now being used to drive increased revenue by creating services that scale beyond traditional geographic boundaries.

Recently, Jan Guzik, NP, Product & Clinical Service Development at KP OnCall, a division of Kaiser Permanente of Southern California, joined us for a webinar to discuss how KP OnCall is leveraging technology to empower patients and reduce overall healthcare costs.

Healthcare organizations are faced with many challenges and during the webinar Jan talks about the struggles organizations are having in regards to providing cost-effective and convenient care for newly insured individuals, as a result of the Affordable Care Act. Because healthcare providers are expensive resources, an increase in patients doesn’t necessarily mean an increase in the number of providers on staff.

To combat the challenge of limited resources, KP OnCall was looking for a solution to minimize in-person care. Remote care was an option but still required expensive resources (nurse, physician) so instead KP OnCall decided to look into self-service solutions. The Web Self Service & Nurse Chat  empowers patients with a choice of self assessment versus waiting to speak to a nurse on the phone or go in for an appointment.

The webinar showcases a live demo of a patient-provider online interaction using the self-service functionality. Additionally, we get a look inside how the self-service questionnaires have improved customer experience and impacted KP OnCall’s bottom line.

Check out the on-demand version here to learn how KP OnCall is leveraging telehealth to:

  • Reduce patient visits and lower healthcare costs
  • Empower patients through self-treatment
  • Deliver alternate methods of patient/provider communication
  • Manage symptoms and medical conditions for the patients and populations they serve
  • Generate data-driven insights

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Follow me on Twitter: @KateDTuttle

5 Steps to a 360-Degree Healthcare Marketing Strategy

5 Steps to a 360 degree healthcare marketing strategy

Last month I attended a Healthcare Marketing Summit in Chicago.  During the event, Melody Smith Jones, Manager of Connected Health at Perficient discussed how hospitals should be taking the best practice marketing ideas and approaches from the retail industry and applying them to healthcare.

Setting the stage for applying A Retail Strategy for Healthcare Melody discussed the five marketing imperatives (drivers) of the retail industry in dealing with the connected consumer:

  • Relentless competition
  • Price transparency
  • Pervasive technology
  • A Shoppers journey
  • Consumer is in control

She also discussed the retail industry response to these imperatives:

  • Enhancing the customer experience
  • Omni-channel synchronization
  • Personalization
  • Leveraging data
  • Digital transformation

With this as introduction, Melody then laid out the Five Steps to implement a 360 degree marketing strategy: Read the rest of this post »

6 Keys to a Digital Marketing Mindset in Healthcare

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Chris Bevolo, author of “Joe Public Does not Care about your Hospital” and more recently, “Joe Public II: Embracing the new Paradigm” spoke at the Chicago Healthcare Marketing Summit on May 27. He shared why the word Paradigm is the right word to describe the sea change in digital marketing:

In 1962, Thomas Kuhn wrote The Structure of Scientific Revolution, and introduced the idea of “paradigm shift”. He argued that advancement is not evolutionary, but rather is a “series of peaceful interludes punctuated by intellectually violent revolutions,” and in those revolutions “one conceptual world view is replaced by another”.

Chris also spoke about the Six keys to the digital marketing mind-set:

  • The need to rethink how healthcare approaches marketing – understanding how digital marketing tools and channels become the first thing to consider, not the last
  • Digital is not an add-on to existing marketing campaigns – Digital needs to be integrated from the start in your marketing planning efforts
  • Make sure web, mobile and search are considered from the start of any campaign planning
  • Incorporate digital marketing channels, resources and efforts across a broad range of initiatives as well as providing the ability to dive deep into the content in relevant subject areas
  • Engagement is the ultimate goal of any marketing campaign
  • Always remember to include mobile audiences in your thinking and approach

So how do you know when you have achieved digital marketing mastery:

  • Digitally Driven – Digital strategies and tactics account for more than half of your overall marketing budget and digital managers and directors have a seat at the table when the organization is developing their annual marketing plan.
  • Brand Powered – The brand is the identity of the organization and should represent the face and voice of the organization. Organizations need to build and enhance the brand experience through digital marketing venues.
  • Content Relevancy – We live in a world where we are surrounded by content – it is the context of that content that sometimes gets overlooked. Organizations must design their websites so content is prioritized for specific audiences and keep content educational not promotional.
  • Goal Oriented – Digital marketing efforts should be tied to business goals and measurement should be a priority. The results should be reported regularly and transparent for the organization to see.

Just like any organization, moving to the new digital marketing paradigm will take time for healthcare organizations. Change usually causes resistance within organizations so it is important to prepare your organization with change management strategies and start changing the mindset that visibility means marketing.

Healthcare organizations that embrace the new digital marketing mindset will have a competitive advantage because they will more effectively connect and engage with patients and be able to convert unknown consumers into patients. By leveraging digital marketing tools, healthcare organizations can empower patients with information that can improve their overall health and wellness.

“Joe Public” May Not Care About Your Hospital, Jane Public does

woman-at-doctor-apptHave 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.

 

INFOGRAPHIC: Top 10 Connected Health Trends for 2015

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.

Read the rest of this post »

What Can Healthcare Leaders Learn from Retail Leaders? [Video]

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.

INFOGRAPHIC: Patient Portals – 7 Features the Market is Demanding

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.

Read the rest of this post »

#HIMSS15: Reducing Readmissions with Post Discharge Text Messages

213022198-compressor Today I had the good luck to happen upon a #HIMSS15 session entitled “Improve Patient Engagement, Lower Readmissions with #mHealth.” I thought that was a bold statement to make on behalf of #mHealth. Since I’m a big sucker for a bold statement, I found myself drawn to the session like moth to flame.

The session was hosted by Richard Imbibe, CFO, and Dr. Thompson Boyd, MD at Hahnemann University Hospital in Philadelphia (approximately 300 staffed beds). Since Hahnemann was facing the same readmissions issues that all hospitals face, they wanted to experiment with the patient discharge processes with the goal of reducing readmissions. They faced a baseline readmissions rate of 26.7%, and they wanted to know what would happen if they messaged their patients post-discharge with reminders of post-discharge instructions. More specifically, they wanted to remind patients to attend their follow up appointments, which were a notable factor in whether or not a patient would be readmitted.

How the Study Worked

Hahnemann studied 368 heart failure patients because they were the “sickest of the sick”.   Read the rest of this post »

Connected Health Top 10: #1 A Real Retail Strategy for Healthcare

Top-Ten-300x298In this post-reform era of high quality care at a low cost, the healthcare industry has been looking towards the retail industry for strategies used to engage consumers. 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. Connected Health solutions are, in and of themselves, streams of valuable information that can be mined and analyzed to achieve business objectives.

Health plans, and soon healthcare providers, are realizing that understanding consumer data is at the heart of driving loyalty as well as encouraging healthful and cost-conscious healthcare consumer decision making. The drive starting in 2015 will be to establish a single source of the truth on consumer data informed by external consumer data interactions both with an organization and outside of the organization through sources such as social listening and mHealth. These solutions are meant to enhance the consumer experience through the ability to generate insights to determine the next best action across channels. Objectives include: Read the rest of this post »

3 Patient Engagement Trends to Watch at #HIMSS15

Every year, the week of the National HIMSS conference is marked as the most exhilarating an exhausting week of the year.  The exhaustion comes from all that walking.  In fact, in this year’s #HIMSS15 Mix Tape, my contribution was that ol’ “I would walk 500 miles” songs from the 90’s.

Top 3 Reasons I'm Looking Forward to My First HIMSSFortunately, the exhilaration keeps me coming back year after year.  What do I find the most exhilarating?  Seeing just how far we have come in discussions of patient engagement as the years have past.  It’s actually one of the ways I track the progress of this topic I am so very passionate about.  I remember my first HIMSS conference, back in 2011, where patient engagement was host to nary a conversation at the conference.  Then we were much more interested in HIE and Interoperability (we still are for good reason).  Many healthcare providers at the time didn’t even have a social media profile let alone the capabilities that we have today.  With that in mind, here are three things I expect will be big themes this year in the world of patient engagement:

1. Understanding and Using Patient Data

We recently hosted a webinar entitled “A Real Retail Strategy for Healthcare“.  The healthcare industry has  looked towards the retail industry over the past few years for  strategies used to engage consumers. 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 is the retail core competency of using data insights to motivate and incentivize changes in consumer behavior. Connected Health solutions are, in and of themselves, streams of valuable information that can be mined and analyzed to achieve business objectives.

As a result, I will be actively looking towards data centric solutions for patient engagement problems.  Stay tuned tomorrow when we discuss the #1 Connected Health trend of 2015 (which may or may not be related to patient data).  While I am at the conference I plan to attend the information session, “Proudly Accepting Patient-Generated Health Data”.

2.  Mobile & Telehealth Takes Routine Care Outside the Brick and Mortar

One of the biggest repositories of patient generated data are found in the device 91% of the U.S. population carries around with them 24/7.  That’s right, mobile.  This year at HIMSS I am interested in innovations that will collectively make up the patient #mHealth platform, what the future of adding mobile data to the patient record looks like, and how those interactions will be used to motivate and incentivize healthy behavior.  Here are some statistics to consider as you take your 500 mile laps around the conference center:

  • 59% said mHealth will change how information on health issues is found
  • 51% said mHealth will change how providers or services send general healthcare information
  • 49% said mHealth will change their overall health management
  • 48% said mHealth would change how they manage chronic conditions
  • 48% said mHealth would change how they communicate with providers
  • 52% said mHealth would make healthcare more convenient
  • 48% said mHealth will improve healthcare quality
  • 46% said mHealth will substantially reduce healthcare costs

Expect to see me at “Reducing the Cost of Healthcare Delivery via Virtual Care” and “Improved Patient Engagement, Lower Readmissions with mHealth”.  Both sessions take place on Tuesday

3. The Next Evolution of Social Media

Early on, I mentioned that healthcare provider Healthcare provider adoption of social media was low in 2011 and 2012.  The last couple of years, we have seen a tidal shift.  Adoption had become popular over the course of 2013 and 2014 as healthcare providers adopted social media with a focus of relaying population health messaging and converting unknown consumers into patients.  In fact, this year I will be speaking at HIMSS in the “How to Convert Unknown Consumer into Patients Using Social Media” roundtable.  Stop by Room S403 on Monday at 11:30 to participate.  We will be turning the room into a social community of its own in the form of a live tweet chat using the hashtag #hcsmIRL.

So what will I be looking for in social in the next two years?  There will be another evolution of social media in healthcare. This will include the migration of consumers from large “mothership” social media sites like Facebook into private social networks. We will also see social functionality beginning to make its way into the patient portal. Lastly, analytics will be much more important to social media with direct ties to CRM and BI.

Hope to See You at HIMSS to Discuss Patient Data, Mobile Health (& Patient Data), and Social Media (& Patient Data)!

You’ve read it right.  Even though the top three trends are patient data, mobile health, and social media…each one is very much tied to a central core.  Patient data is the #HIMSS15 patient engagement mothership.  Here’s to hoping that the #1 patient engagement trend in 2016 will be the Patient Centric Data Warehouse.

Connected Health Top 10: #2 Term “Consumer Engagement” Grows Old

Top-Ten-300x2982014 was a big year for consumer engagement.  However, the term “consumer engagement” has been bandied about the industry quite fervently for purposes more aligned to financial gains than true patient engagement. As a result, while the industry wants true consumer engagement more than ever, they are tired of hearing the term “consumer engagement”. As a result, new trends towards an industry with true consumer engagement will be shaped by two contrasting market forces:

  • A consumer-centric future energized by patient advocacy
  • An overburdened delivery system that cannot provide consumer-centric care on legacy systems

True consumer engagement will remain a focus in 2015 as more patients 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.

  • 83% of Americans don’t follow treatment plans given by their doctors exactly as prescribed
  • 42% of Americans feel they would be more likely to follow their prescribed treatment plans if they received encouragement and coaching from their doctors between visits

55% of providers say they don’t communicate with patients between visits and 50% of healthcare professionals believe their job begins and ends during regular office visits

Webinar Recap: A Real Retail Strategy For Healthcare

The healthcare industry continues to focus on ways to reduce cost and webinar recap: A Real retail strategy for healthcareimprove the quality of care for the individuals and communities they serve. Patient engagement is critical to the high-quality/low-cost initiative and healthcare organizations are turning to the retail industry for strategies used to engage and empower consumers. The key to patient engagement is leveraging consumer data. Data is the chief enabler and healthcare has access to mountains of data – they just need to figure out what to do with it.

Perficient recently pulled together thought leaders from their national healthcare and consumer markets practice to bring to light some of the retail strategies that healthcare organizations can use to engage with their consumers.

In the webinar, Jim Hertzfeld, Director of Perficient’s Consumer Markets practice provides an overview of the retail industry, including the 5 forces that are defining the retail industry today.  Melody Smith Jones, Perficient’s Manager of Connected Health takes a look at the retail strategies and how the healthcare industry is leveraging retail tactics to engage with consumers.

You can watch the full replay of the webinar here.

If you want to continue the conversation around retail strategies in healthcare, join our Converting Unknown Consumers into Patients using Social Media Roundtable at #HIMSS15. This session takes place on Monday, April 13 at 11:30 AM CT in Room S403. If you are unable to attend in person, join the TweetChat using #hcsmIRL.