In their Shoes. Experience Management for Referring Physicians

About Gelb We work with nationally-recognized

Institutions: •  5 “Honor Roll” institutions •  5 out of the top 10 cancer programs •  3 out of the top 4 pediatric hospitals •  3 out of the top 10 cardiovascular

programs

National Benchmarking Studies: • Patient experience management • Marketing practices • Physician relations programs • International programs Ranked as one of top 35 Healthcare Consulting firms by Modern Healthcare

 

Overview Key Trends Physician Experience Defining the Message Getting started

Taking Action Additional Resources

 

Agenda

A Day in the Life

#longwait

Patient on hold- trying to schedule an appointment

Coordinating multiple schedules

Wants reassurance

Searching online for a new doctor

Voice of the Physician

84% believe the medical profession is in decline

82% percent believe they have little ability to change the healthcare system.

92% are unsure where the health system will be or how they fit into it three to five years from now

Factors driving widespread feelings of discontent Practice erosion, from solo to centralized; patient-physician relationship Medicare / Medicaid / government – incentives, disincentives, reimbursement Uncertainty on “where they fit in” going forward

 Source:  Physician  Founda2on  Survey,  2012    Size  =  13,575  physicians  

Voice of the Physician

How do we connect & engage with a

disengaged customer?

Growing Advocacy with Experience Management

Experience Management… •  Focus on clinical quality

•  Customer experience is a differentiator

•  Brand & message management is essential

•  Market expansion requires insight

Does your experience create Customers or Fans?  

Advocate Enthusiast

Follower Devotee

Supporter

   

Customer = Fan    

Listen

Define

Promise

Deliver

Reinforce

Experience Management  

Functional Needs Emotional Needs

Ease of Practice Life

   

Discover Drivers of Advocacy  

Functional Needs Emotional Needs

Ease of Practice Life

   

Discover Drivers of Advocacy  

Customer = Fan    

Listen

Define

Promise

Deliver

Reinforce

Using multiple channels to gather input

Prioritize for high impact

Experience monitoring in real time

Listening posts at high impact touchpoints Experience

maps for insights and

action

Develop a message that resonates

Listen: Use Multiple Channels to Gather Input

Call Center Digital- Web & Mobile

Referring Physicians Care Centers

   

Customer = Fan !!

Listen

Define

Promise

Deliver

Reinforce Listen

Experience Map Awareness

•  Percep&ons*/*knowledge*of*facility**

•  Choice*of*hospitals*for*delivery*/*prac&ce*

•  Ideal*rela&onship*

Need

•  Evalua&on*and*selec&on*of*treatment*providers*

•  Discussion*with*pa&ents*(diagnosis,*referral*op&ons)*

•  Preparing*pa&ents*for*what*to*expect*

Scheduling

•  Ini&al*contact*

•  Timing*and*ease*of*process*

•  Resources*for*pa&ents*and*their*families*

Treatment

•  Coordina&on*of*care*with*specialist*

•  Progress*notes*and*methods*of*communica&on*

•  Family*feedback*about*their*clinical*experience*

Transition of Care

•  Discharge*summary*

•  Coordina&on*of***onFgoing*care*

•  Ongoing*pa&ent*care/support*

•  CallFbacks*for*assistance*

Primary*Experience*Stewards*

•  Physician*Liaisons*•  Faculty/Staff*

•  Front*Desk*Staff*•  Faculty/Medical*Staff*

•  Faculty/Medical*Staff*•  Support*Staff*

•  Faculty/Medical*Staff*•  Support*Staff*

•  Faculty/Medical*Staff*

•  Support*Staff*

Key Touchpoints

Experience Mapping  Customer = Fan

!!

Listen

Define

Promise

Deliver

Reinforce

Define

Referring  Physician  Decision  Process  

Awareness   Need   Scheduling   Treatment   Transi2on  of  Care  

Physician  Facility  •  Previous  Experience  •  Outcomes  •  CME  •  Reputa2on  of  Facility  

•  Word  of  Mouth  •  Recommenda2on  by  

Colleague    •  Previous  Experience  •  Rela2onship  •  Networking  •  Reputa2on  of  Physician  

Call  Directly  

Call  Hotline  

Provide  Pa2ent  with  Info  

•  Urgency  •  Age  •  As  Service  to  

Customer    Private  Prac2ce  

Referring  Physician  Decision  Process  

Awareness   Need   Scheduling   Treatment   Transi2on  of  Care  

Physician  Facility  •  Previous  Experience  •  Outcomes  •  CME  •  Reputa2on  of  Facility  

•  Word  of  Mouth  •  Recommenda2on  by  

Colleague    •  Previous  Experience  •  Rela2onship  •  Networking  •  Reputa2on  of  Physician  

Call  Directly  

Call  Hotline  

Provide  Pa2ent  with  Info  

•  Complexity  •  Urgency  •  Age  •  As  Service  to  

Customer    

Private  Prac2ce  

ATtudes  to  Overcome…  •  Is  it  complex  enough  to  travel  “into  town”?  •  Is  it  complex  enough  to  travel  a  long  distance?  

•  Is  it  complex  enough  to  overcome  referral  process  barriers?  

Ideal…  •  I  send  all  my  pa2ents  with  …  condi2on  to  your  organiza2on  whether  they  are  5  or  500  miles  away  

Things  We  Do  Well  Today  •  In what areas can we deliver an exceptional experience?

•  What are ways to surprise our physicians?

•  What should be done more consistently that should be reinforced?

Scheduling   Arrival   Visit   Follow-­‐up  Need  

Review  for  each  step  

Opportuni2es  For  Improvement  •  Where are we not achieving the expected outcome?

•  Among these, where can we focus our efforts for process improvement?

Scheduling   Arrival   Visit   Follow-­‐up  Need  

Review  for  each  step  

Aligning External Needs with Internal Processes

Customer = Fan !!

Listen

Define

Promise

Deliver

Reinforce

Define

Ac2on  Plan  Design  

Genera2ng  awareness  Outreach  Marke2ng    

Scheduling/Transfer  Managing  Pa2ent  Care  

Accessibility  

Pa2ents  Experience  Resources  

Referrers  Emo2onal  Needs  Func2onal  Needs  

Communica2on   Coordina2on  Care  

Creating a Meaningful Message

What is Your Message?  Customer = Fan

!!

Listen

Define

Promise

Deliver

Reinforce

Promise

Creating a Meaningful Message

What is Your Message?  Customer = Fan

!!

Listen

Define

Promise

Deliver

Reinforce

Promise

•  Consistent Message •  Reasons to Believe •  Images and Content •  Brand •  Channels/Media •  PRM for customization

Source:  HSI  BarlowMcCarthy/  Gelb  Presenta2on  

Communicating a Meaningful Message

What is Your Message?  Customer = Fan

!!

Listen

Define

Promise

Deliver

Reinforce

Promise

•  Multimedia •  Physician Testimonials •  Multiple touchpoints:

•  Pocket card •  Newletters •  Alerts •  Email templates •  Direct Mail •  Posters

Source:  HSI  BarlowMcCarthy/  Gelb  Presenta2on  

Direct Mail

Alerts

Newsletters

E-mail Templates

Advertising/Posters

Listening Posts at High Impact Touchpoints

Digital Touchpoints

Physical Touchpoints

Awareness(

Scheduling(

First(Visit(

Treatment(

Transi6on(Experience)

Advocacy

Call Center

Website Physician Portal

Care Center

Customer = Fan !!

Listen

Define

Promise

Deliver

Reinforce

Deliver

Experience Monitoring in Real Time

Internal Processes

Key Activities

Scheduling+ First+Visit+ Treatment+ Follow6up+Need+

Physician contracts call center for additional information

Pain Points •  Calls not returned •  Provided incorrect information •  Need to repeat their “story”

How can CRM support/improve process? Are we improving?

Information Needs •  What is currently collected, needs migrated •  What needs to be collected •  How should that information be organized Assessing, Monitoring and Tracking

•  Surveys •  Key Metrics •  Reports and Trends

Liaison Pain Points •  Incomplete records •  Information needs •  High volume of calls

Digital Touchpoints

Physical Touchpoints

Awareness(

Scheduling(

First(Visit(

Treatment(

Transi6on(Experience)

Advocacy

Treatment Phase Communication about Patient

Referral Experience Ease of Process

PRM with Market Data Find the right doctor

Transition

Customer = Fan !!

Listen

Define

Promise

Deliver

Reinforce Reinforce

Customer = Fan    

Listen

Define

Promise

Deliver

Reinforce

Using multiple channels to gather input

Prioritize for high impact

Experience monitoring in real time

Listening posts at high impact touchpoints Experience

maps for insights and

action

Develop a message that resonates

In Summary •  Listening to your customer is essential

for developing experience management strategies that grow advocacy

•  Capturing insights requires sourcing data from multiple channels and touchpoints for a complete picture of the total experience

•  An organization’s ability to quickly assimilate voice of the customer data into their experience management strategy can help keep pace in the ever – evolving healthcare industry

Getting Started •  Create your experience map •  Identify digital and physical touchpoints

and data available •  Identify any gaps (where you need

information) •  Use your experience map to provide a

visual of the current and ideal experience •  Prioritize change at high priority

touchpoints/interactions •  Share insights with other stakeholders to

develop an action plan for impact

Questions?  

Questions?

“The experience begins and ends outside the institutional walls.

This is where expectations are set and advocacy (word of mouth) often takes place.”

- Gelb Consulting Group

Shannon Frazier sfrazier@endeavormgmt.com