Content + HCAHPS Scores = Excellence in Healthcare Ratings

Presenters

Kimberly Morgan, Senior Marketing StrategistBlueSpire Strategic Marketing

Susan Garofano, RN, BSN, ONCClinical Nurse EducatorHealthEast Orthopaedic Care

What You Can Expect to Learn:

How a content strategy can help improve healthcare ratingsHow to create a successful content strategy development processHow to develop “message maps” for your audienceThe best ways to build a tactical content planHow a marketing content strategy applies to clinical patient education and improvement of HCAHPS Scores

Best Practice Case Study

Content Strategy Approach

Strategy

Workflow and

Delivery

Create

Govern

Content Audit

ProcessIdentify key goals and objectives you wish to obtain from a content strategyEstablish scope of content audit and strategyObtain assets and conduct auditAnalyze competitive research and industry best practicesDevelop Executive Summary Report and RecommendationsCreate a “Message Map” by audience and

service lineStructure strategic and tactical plan recommendations

Identified Goals for HealthEast Orthopaedic Care

Improve patient clinical

outcomes

Decrease readmission

rates

Achieve exceptional

patient satisfaction

scores

Empower patients during

their care delivery process so they understand what

is expected before, during and after their hospitalization

GOALS ACHIEVED!

Content Audit

Content Audit

Identified GoalChannelKey MessagesPurpose

(Training, Pt. Ed, Call to Action or Promo)

Goal AlignmentDistribution/ReachCross-OrganizationBudget Allocation Rating

Executive Summary and Recommendations

Key Components:SummaryContent Audit FactorsRating SystemFindings of Audit

StrengthsWeaknessesDistinct Gaps

RecommendationsBest Practices

Next Steps

Message Map, Tactical Plansand Execution of Strategy

Message Map Creation

Message Map created by target audience and specific goal(s).Content process = Create, Curate and Influence

Content Tactical Plan

Target AudienceGoal(s) to InfluenceContent OutlinedTacticExecution & ReachTimelineBudget ImplicationMeasurementOutline of Success

Content Creation and ExecutionCreation of content in a variety of channels

Best Practice Case Study:HealthEast Orthopaedic Care

Patient Education ProcessDirect mail to patients scheduled for surgeryTotal Joint Replacement Program

80 – 85% of patients attend class15 – 20% of patients complete class online

Daily activities/communications during hospital stayRecap of care – discharge processNurse check-in calls 24 hours after discharge

Status checkHome care

3-Month Post-Op Lunch BunchAdvocate recruitment

Recruitment of PatientsPurpose of Class

The goal of the Total Joint Replacement Class is to have patients understand what is expected before, during and after their hospitalization.

Ultimate goal is to improve patient outcomes and decrease readmission rates.

Total Joint Replacement Class OutlinePreparing a patient’s homePreparing your body for surgeryWhat to expect during your hospital stay

Day of surgeryDaily activitiesPain managementMobility

Preparing for going homeHow to prevent complicationsPhysical therapy – Joint CampOccupational therapyCare management

Total Joint Replacement Program Materials

Patient bookletDVDs for surgery specific informationWeb based class and materialsVideoVirtual tours

Daily Activities Materials

Recruitment

Communications

Total Joint Replacement Program

Daily Activities Communications

In-house group rehabilitation

Discharge Materials and

Recap of Care

Review program information

Daily activities information

Pain management

Therapy plan and follow-up appointments

24 Hour Follow-up

Status Check

Home Care

3 Month Post-Op Lunch Bunch

Patient Ambassadors

Orthopaedic Lunch Bunch

Orthopaedic patients Share their experiencesMeet with care staffTalk about where they are currently with their activitiesAccess to additional resourcesEnjoy lunch together and make connections

HealthEastEngages patients Retains patients and family members as Ambassadors to the program and healthcare system

Outcomes

National Average Readmission Rate: 8.3%*

HealthEast Orthopaedic Readmission Rate

Primary knee and hip replacement: 2.77%Primary knee and hip/partial knee/revision:

3.15%

*As referenced in US National Library of Medicine National Institutes of Health.

Summary

Delivering content to your patients throughout the decision and health education cycle is essentialConnect with your patients in the way they want to receive informationEmpower them to be advocates for their careEngage your patients in an ongoing relationshipIncrease patient satisfaction and loyalty

Improve HCAHPS Scores!

Questions

Thank You!