BREAKOUT SESSION Healthcare Consumerism · Cardiology Health Risk Assessment Campaign Reaching Our...
Transcript of BREAKOUT SESSION Healthcare Consumerism · Cardiology Health Risk Assessment Campaign Reaching Our...
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B R E A K O U T S E S S I O N
Healthcare Consumerism How to Stay ahead of the Game
Ochsner Health System
Cara Bergendahl and Brooke Ochsner PRESENTED BY
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Consumerism in Healthcare The changing landscape of healthcare
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Expectations Are Shaped Everyday
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Changing Healthcare Landscape
• High Deductibles
• In 2014, 41% of consumers with healthcare plan had deductibles of $1,000 or higher, up from 10% in 2006
• Online information and transparency
• 78% search online before seeing a doctor
• Prevalence of Options
• Urgent Care, Drugstore, Retail
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Qualities consumers value in companies1 Healthcare is not that different
1 Participants were offered 10 qualities and asked to select 3 they thought mattered most. Source: McKinsey 2015 Consumer Health Insights survey
53 53
Providing great customer service
42 43
Delivering on expectations
37
Making life easier
37 39
Offering great value
36
Non-healthcare companies
Healthcare companies
% of respondents (N=2,255)
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Consumers Are Cost-Conscious
82%
84%
69%
56%
82%
85%
75%
64%
Millennials
Gen X
Baby Boomers
Greatest Generation
Shop around when it comes to selecting a healthcare provider (Top 2 box)
Shop around when it comes to selecting a health insurance provider (Top 2 box)
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Taking a holistic view
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About us
• Gulf Coast Leader
• 28 hospital system
• Patients from 50 states, 90 countries
• 900 group practice physicians
• 17,000 employees
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Ochsner’s Consumerism Goals
Provide convenient and easy access to care
Deliver transparent information for decision-making
Transform care through digital health
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Deep consumer insights through data and research
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Ochsner’s Approach How Ochsner partnered with Healthgrades to tackle consumerism
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Ochsner’s data and research process
Consumer Pain Points
Journey Mapping
Align on Objectives
Build Research Data
Analytics Insights & Initial Personas
Phase 1 “Science” Focus on known behaviors
Phase 2 “Art” Focus on attitudes/motivations
Implement Marketing and Operational Strategies
Implement Quick-Win Marketing Strategies
System Work Groups
Leverage Data Develop Hardwire Processes
Phase 3 “Activate” Implement change Implement Patient Experience Strategies
Implement Marketing and Operational Strategies
Enrich Personas
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“The Science” of Segmentation Analysis Phase 1
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“The Science” of Segmentation Analysis Phase 1
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Aligning and Analyzing Data from Various Sources Strategic Partnership with Healthgrades
Initial tracking encounter
24 months tracking period
Evaluated Behaviors: • Value • Utilization • Entry points used • Patient and household • New patients vs existing
Evaluation Approach Healthgrades
EPIC
3rd Party Consumer Data
Financial
Retail
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Value Concentration of Ochsner Households
40
% of households
60 94
% reimbursements
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Revenue per household All households within segment
Value Concentration by Segment
Segment
$
I F D E C H G B A J
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Segment Persona Example
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Insights
• 40% more likely to be loyal as a result of the PCP relationships.
• Geographic area of largest opportunity area
• High digital Use
• Families
• Low ER utilization rates
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Market Strategies
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Cardiology Health Risk Assessment Campaign Reaching Our Segments
Objective: Drive highly targeted new and existing patients to convert through HRA. Leading to increased utilization and contribution for cardiovascular service line.
Strategy: Using data gathered around green and yellow segments, create a specialized targeted campaign to drive completions.
Results: 300 clicks in one day and 48 completed HRA forms!
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Launching Virtual Visits Reaching Our Segments
Objective: Optimize communication of new service offering to appropriate segment(s).
Strategy: Focus on segments that would have largest interested in Virtual Visits. Develop marketing campaign with targeted messages that offer relevant benefits to appropriate segment.
Digital Engagement Likelihood
Ho
use
ho
ld U
tiliz
atio
n (
by
serv
ice
lin
e c
ate
go
ries)
Higher Lower
Higher
Seg I
Seg B Seg G
Seg A
Seg F
Seg C Seg D Seg H
0
0
0
Seg E Seg J
Virtual Visit Opportunity Segment Potential Matrix
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ER Misuse Campaign Reaching Our Segments
Objective: Use data to target non-compliant ER patients and retarget to correct care offering location.
Strategy: Identified segments with highest ER misuse. Identified non-compliant drivers.
• Segment A - 50% higher than average incidence Nicotine Dependence
• Segments B, C & D - 26% higher incidence
Coughs, Headaches, Nasal Congestion,
Rashes, etc.
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Lessons Learned
• Get the right people at the table early
• Ongoing stakeholder and sponsor check-ins
• Define scope up front
• Manage tasks closely
• Defer naming segments
• Look for quick wins to put the data into action
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Phase 2 “The Art” of Journey Mapping
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“The Art” of Journey Mapping Phase 2
One-hour in-depth interviews with existing and potential Green Segments
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Continuing the Consumerism Journey
Segmentation analytics and
follow-ups completed Mid-March
Segmentation Recommendations based on aligned
focus areas End of March
“Journey Mapping” Research
Completed End of April
Execute Key Marketing and
Customer Service Opportunities March-June
Enhance Customer
Service and Patient Loyalty
Programs
Pain Point Identification and Ranking Research
Completed
Measure Success / Test & Learn Research Implementation
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Questions?
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