building relationships with patient consumers and moving ... · building relationships with patient...
TRANSCRIPT
John Couris, President & CEO, Tampa General Hospital
THE NEW CORE
Building relationships with patient consumers and
moving from the transactional to a more meaningful connection
“Though health care is experiencing a seismic shift in the type of care modern consumers expect, opportunities for those that respond to it appropriately are large. The victors of health care over the next decade will all share one thing in common: the understanding that consumerism is king.”
-Ken Robbins, CEO, Mine Interactive in American Marketing Association’s Marketing Health News E-Newsletter (12/20/2017)
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CONSUMERISM IN HEALTHCARE
• Consumerism and retail medicine are becoming bigger piece of our business
• Consumers are driving larger portions of organizational structure and strategy
• First dollar coverage is shifting from employer to employee = putting the purchasing power in the hands of consumers (employers, payers, people/individuals)
• Price, quality and convenience are more important than ever
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CONSUMERISM IN HEALTHCARE
More than 26 million individuals with private insurance were enrolled in a consumer-directed health plan (CDHP), a health plan associated with a
health savings account (HSA) or health reimbursement arrangement (HRA), or an HSA-eligible health plan.
Adults in a CDHP and those in a high-deductible health plan were more likely to exhibit cost-conscious behaviors than adults in a traditional plan.
- 2014 Employee Benefit Research Institute/Greenwald & Associates Consumer Engagement in Health Care Survey
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CONSUMERISM IN HEALTHCARE
Other factors driving consumerism include:
• Increased access to medical information online
• Rise in use of smartphones, apps and wearable devices
to monitor fitness, nutrition, vitals, etc.
• Trend in healthy living and eating
• Increased popularity of alternative therapies
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CONSUMERISM IN HEALTHCARE
• Health care professionals understand consumerism is growing.
• Few, particularly on the provider side, understand how to relate it to their patient populations.
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HOW DOES THIS AFFECT PATIENTS?
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HOW DOES THIS AFFECT PATIENTS?
“Providers of care are starting to realize that they need to compete in the marketplace just like any other business does.”
“At the end of the day health care providers have to think: Who are my customers? What do they want? And how do I deliver on those needs better than anybody else?”
-Paul Crnkovich, Managing Director at Kaufman Hall
The first annual State of Consumerism in Healthcare report conducted by consulting firms Kaufman Hall and Cadent Consulting Group found:
• Two-thirds of the healthcare executives surveyed believed that developing insights into patients’ behaviors and expectations are critical.
• Less than one-quarter of respondents’ healthcare organizations have the means to gather and analyze meaningful patient data.
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CURRENT STATE OF HEALTHCARE CONSUMERISM
As an industry, we are still very transaction-oriented and are behind the curve when it comes to consumerism.
• We put our needs first.
• We design our buildings and hospitals around our efficiency rather than the patient or their experience and efficiency.
• We do not maximize and optimize technology. We are getting better, but we are not there yet.
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CURRENT STATE OF HEALTHCARE CONSUMERISM
• Go outside the healthcare industry to learn more about consumerism.
• Learn how to understand the customer and compete in the marketplace.
• Understand the value and importance of stepping outside one’s own environment to learn from others.
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HOW SHOULD HEALTHCARE PROVIDERS RESPOND?
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WHO UNDERSTANDS
CONSUMERISM BEST?
FIRSTThe importance of creating meaningful and lasting relationships with our customers (patients)
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CASE STUDY: AMERICAN EXPRESS
What I Learned
Merchants won
• American Express used their networks to drive customers.
Cardholders won
• They earned perks and incentives and bought into the idea that they were supporting small businesses in their communities.
American Express won
• They created a movement, receiving buy-in from the U.S. Chamber of Commerce.
Ultimately, AMEX created a relationship with customers that transcended the transaction.
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CASE STUDY: AMERICAN EXPRESS
Small Business Saturdays
SECONDThe importance of analytics and Customer Relationship Management (CRM)
• Allows you to build relationships with customers
• Allows you to understand and anticipate customer wants & needs
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CASE STUDY: AMERICAN EXPRESS
What I Learned
THIRDTransforming call centers into meaningful points of customer contact
• AMEX call centers deepen relationships with their customers.
• Designed to help with immediate problems but also provide concierge services and added value services.
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CASE STUDY: AMERICAN EXPRESS
What I Learned
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TGH Customer Engagement Center
• Designed with the patient in mind
• Appointments, tests and holistic patient management achieved through a system of care
HOW TAMPA GENERAL
HOSPITAL IS RESPONDING
With the Customer Engagement Center, our goal is to:
• ACT as the patient’s health care Sherpa.
• BUILD an ongoing relationship with them so they view TGH as a resource they can rely on to manage all aspects of care.
• Become the GO-TO resource to meet all of their health and wellness needs.
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CUSTOMER ENGAGEMENT CENTER
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TGH SYSTEM OF CARE
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TGH TECHNOLOGY SYSTEM OF CARE
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TECHNOLOGY AND HEALTHCARE CONSUMERISM
You have the services, all you need is the customer
• Understand who they are.
• Know what they need and what messages speak to them.
In the past, healthcare focused on ONE core customer – the critically ill.
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WHAT CAN WE DO?
TODAY’S FOUR CORE CUSTOMERS
“What people want and what they’re willing to pay for varies significantly by generation, health status, and family status. The days of viewing healthcare holistically are over. Healthcare companies that adopt a universal consumer strategy will face challenges and frustrations because there is no single strategy that will meet these varied desires and needs.”
Consumer Study of Healthcare, Oliver Wyman, in collaboration with FORTUNE Knowledge Group, October and November 2016.
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UNDERSTAND THE CONSUMER
• How are you going to anticipate and address the SPECIFIC needs of each of these four core customer groups?
• How are you going to give them what they need, where they need it and when they need it at a reasonable cost, at a high level of quality and accessibility?
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CHANGE YOUR WAY OF THINKING
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Value is what we are trying to create.
Value means something different to the 27-year-old vs. the 50-year-old.
ACCESS + COST + QUALITY
= VALUE
Healthcare is no different than any other business marketing to their defined customer demographic and/or consumer base.
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DEFINE THE MARKET
Technology is a key driver in consumerism.
Patient-facing technology is critical in order to drive digital natives to engage with your health care organization.
• Apps and mobile products.
• Web-based technology to appeal to an even broader segment of the population.
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UTILIZE TECHNOLOGY
• There will be challenges along the way - the most significant of which is changing the paradigm at the right speed at the right moment.
• Where the industry is going - it is slow to get there.
• You don’t want to get there too fast as you might be the only one there, including the patients.
• You need to map the adoption rate for the actual customer, which is the tricky part.
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REORIENTATION OF HEALTHCARE
Tip #1: Understand your bandwidth to do this work. • What do you have?
• What do you need?
• If you are committed to this work, you need to fill this void with people who know what they are doing—who can hit the ground running.
• Consider hiring people from outside the healthcare industry to implement this work.
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MAKING CONSUMERISM A REALITY IN YOUR ORGANIZATION
Tip #2: Start off slow and be practical.
• Get a couple of quick wins under your belt.
• Don’t bite off more than you can chew.
Tip #3: Be willing to fail.
• Failure does not mean you are bad.
• Failure means you are innovative.
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MAKING CONSUMERISM A REALITY IN YOUR ORGANIZATION
Tip #4: Be able to track and trend.
• Understand and record pre-and post-measures.
• What problem are you trying to solve?
Be able to quantify where you are before you deploy the new technology or program and measure where you are after it is in place
• This shows the value in what you are doing.
Tip #5: Focus on how something can be done and not on how something cannot be done.
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MAKING CONSUMERISM A REALITY IN YOUR ORGANIZATION
In our industry, we can all choose to walk one of two paths.
The path most traveled
• It is the one that continues to do things the way they have always been done when it comes to health care.
The path less traveled
• It is the one that recognizes health care delivery, as we know it, is changing.
• It is a path of innovation, creativity and looking at the world through a new and different lens.
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WHERE THE ROAD LESS TRAVELED LEADS
