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C i i Q li f h C ViCommunicating Quality from the Consumers ViewNAMA1 23 091.23.09
Jill Austin, Chief Marketing Officer, [email protected]@vanderbilt.edu
www.VanderbiltHealth.com
The Situation: What is Quality?The Situation: What is Quality?The Situation: What is Quality?The Situation: What is Quality?Most Important Factor in Determining
The Quality of Care of a Hospital Factors in Determining the Quality of a Hospital
16.7%
16.6%
16.4%
4.7%
Quality Care
Quality Staff
Quality Physicians
Prompt Care
16.7%
11.8%
8.4%
8.3%
Quality of Care
Friend/Relative's Past Experience
Quality Physician Care
Personal Experience
4.1%
4.0%
3.0%
2.8%
2.4%
Quality Nurses
Friendly/Caring Staff
Reputation
Good Service
Cleanliness
8.1%
7.9%
6.8%
3.1%
2.5%
Staff
Reputation
Cleanliness
Friendly/Caring Staff
Prompt Care
Other responses not shown.
7.1%Uncertain
0.0% 5.0% 10.0% 15.0% 20.0%Other responses not shown.
7.9%Uncertain
0.0% 5.0% 10.0% 15.0% 20.0%
Source: 1900 respondents, PRC Consumer Survey, 2006
Healthcare quality outcomes and process metrics?
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The Search for the AnswerThe Search for the AnswerThe Search for the AnswerThe Search for the Answer
•• Best practices review: volumes FAQs patientBest practices review: volumes FAQs patientBest practices review: volumes, FAQs, patient Best practices review: volumes, FAQs, patient satisfactionsatisfaction
•• Initial Focus Groups: consumer words vsInitial Focus Groups: consumer words vs•• Initial Focus Groups: consumer words vs. Initial Focus Groups: consumer words vs. technical or internal viewtechnical or internal viewWh i ld h f “i hWh i ld h f “i h•• What questions would those of us “in the What questions would those of us “in the know” ask?know” ask?
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TheThe Proposed SolutionProposed SolutionThe The Proposed SolutionProposed Solution•• Question framework:Question framework:
H ll ill I f ?• How well will I fare?How safe is the procedure?What will my quality of life be like afterwards?What will my quality of life be like afterwards?
• How do I know you are good at what you do?How experienced is your team in this procedure?How experienced is your team in this procedure?What do others that have been through this say?What do third parties say?What do third parties say?What new advances should I know about and consider?
•• Answers based on “traditional” healthcareAnswers based on “traditional” healthcareAnswers based on traditional healthcare Answers based on traditional healthcare metricsmetrics 4
TheThe Testing MethodologyTesting MethodologyThe The Testing MethodologyTesting Methodology
•• Hypothesis: the more specific the more valueHypothesis: the more specific the more valueHypothesis: the more specific, the more valueHypothesis: the more specific, the more value•• Conducted focus groups with 168 consumers Conducted focus groups with 168 consumers
in 06in 06 07:07:in 06in 06--07:07:• Cancer, Heart, Overall
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FindingsFindingsFindingsFindings
•• Very positive about the cancer and heartVery positive about the cancer and heartVery positive about the cancer and heart Very positive about the cancer and heart specific questions: specific questions: • “just what I’ve been looking for”• just what I ve been looking for• The information was seen as both “valuable and
believable”believable• “I’m taking this to my doctor if I’m diagnosed
with cancer”with cancer
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FindingsFindingsFindingsFindings
•• Mixed feedback on overall qualityMixed feedback on overall qualityMixed feedback on overall qualityMixed feedback on overall quality• “Ask and Know” questions ranked highest• “How will I fare” and “What can I expect”How will I fare and What can I expect
some perceived it as cold and impersonal some wanted more detailed answers
“Wh hi h i l i h”• “Who says this hospital is top notch” some perceived as biasedsome wanted it to be more prominent with more pnational rankings
• Some wanted more information on cutting edge information and statsinformation and stats
• Some wanted more patient stories, some less 7
Quality WebsitesQuality WebsitesQuality WebsitesQuality Websites
•• VMC overall quality pageVMC overall quality pageVMC overall quality pageVMC overall quality pagehttp://www.vanderbilthealth.com/main/11159http://www.vanderbilthealth.com/main/11159
•• Cancer quality pageCancer quality pagehttp://www.vicc.org/quality/http://www.vicc.org/quality/
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MetricsMetrics Unique Page ViewsUnique Page ViewsMetrics Metrics –– Unique Page ViewsUnique Page Views
•• 3314 Quality Answers3314 Quality Answers3314 Quality Answers3314 Quality Answers•• 374 Have you treated other patients like me 374 Have you treated other patients like me
331 O ll li f331 O ll li f•• 331 Overall quality of care331 Overall quality of care•• 221 Pneumonia221 Pneumonia•• 206 Survival and mortality rates206 Survival and mortality rates
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ConclusionsConclusionsConclusionsConclusions
•• The more specific the context for qualityThe more specific the context for qualityThe more specific the context for quality The more specific the context for quality questions and answers, the more meaningful questions and answers, the more meaningful for consumersfor consumersfor consumersfor consumers
•• Summary level quality information needs to Summary level quality information needs to speak to different types of information seekersspeak to different types of information seekersspeak to different types of information seekers speak to different types of information seekers
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