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A Get Well Card for Healthcare SectorsCustomer Experience Trend Tracker
Q1 2010
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The Beyond Philosophy Perspective
Customer Experience is all we do!
Thought leadership is our differentiator
Offices in London, Atlanta with Partners in
Europe & Asia
Fourth book launched in September 2010
Focus on the emotional side of the Customer Experience
Links with Academia
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We are Proud to Have Helped Some Great Organizations…
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A Get Well Card for Healthcare SectorsCustomer Experience Trend Tracker
Q1 2010
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Agenda
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Introduction
The Cost-Health Outcome Balance
The Shift In Healthcare
The Artificial Divide in the Healthcare Experience
The Customer Experience Way
Recommendations
Q&A
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Healthcare = Koyaanisqatsi
7
In the Hopi language, “Koyaanisqatsi” means "crazy life, life in turmoil, life out of balance, life disintegrating, a state of life that calls for another way of living“
In the USA, one-third of health care expenditures, about $700 billion or nearly 5% of GDP, did not improve health
outcomes. (Source: Congressional Budget Office, 2006 )
In the UK, projections show that the cost of the existing [NHS] system will almost double by 2026, yet without any improvement in the outcomes that could be achieved through radical reform. (Source: King’s Fund, 2010)
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Ideal View of Healthcare
8
Perfect balance between outcomes and cost. Result:• Customer’s expectations are generally met• Customers feel value for money• Customers would be satisfied with the healthcare experience (regardless
of ultimate health outcome)
Health Outcomes
Healthcare Cost
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Actual State of Healthcare
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3Bettering health outcomes has
generally meant increasing costs
Reducing spend has generally meant a negative effect on health outcomes 4
Health Outcomes
Healthcare Cost
2 Cost and health Outcomes intimately linked, locked even
1 Costs are unsustainable
$ $ $
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Customer Experience Trend Tracker Research
1,000 interviews
UK and USA
Online survey looking at the healthcare experience across four key touch points:
Physician/Primary healthcare provider
Hospital
Pharmaceutical Company
Health Insurer
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Expectations are not met for a sizable minority
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Health InsuranceExperience
Are healthcare consumers’ expectations met?
Perc
ent o
f Hea
lthca
re C
onsu
mer
s
Hospital Experience
13%
39%
Exceed-ed
13%
27%
Never or rarely met
Exceed-ed
13%
33%
Exceed-ed
Physician Experience
28%
23%
Never or rarely met
Exceed-ed
Never or rarely met
Pharmaceutical Company Experience
Never or rarely met
Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy
Never or rarely met Exceeded
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A large proportion of people do not feel they get what they pay for
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Value for money
How much value for money does the healthcare experience provide?
18%
35%
More than paid for
Less than paid
for
31%
21%
More than paid for
Less than paid
for
15%
40%
More than paid for
Less than paid
for
Health InsuranceExperience Hospital Experience Pharmaceutical
Company Experience
11%
33%
More than paid for
Less than paid
for
Physician Experience
Perc
ent o
f Hea
lthca
re C
onsu
mer
s
Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy
Less than paid for More than paid for
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At least a third of healthcare consumers think it’s necessary to improve the healthcare experience
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Health InsuranceExperience
How necessary is it for the provider to improve the experience?
Hospital Experience Physician ExperiencePharmaceutical Company Experience
49%
10%Not at allExtremely
45%
13%
33%
24%
34%
18%
Perc
ent o
f Hea
lthca
re C
onsu
mer
s
Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy
Extremely necessary Not necessary at all
Not at allExtremely Not at allExtremely Not at allExtremely
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Stories and Emotions
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“…I fear to be a patient….not because of the errors and unreliability of healthcare but because of indignity, the loss of influence, the image of myself in a hospital gown, homogenous, anonymous, no longer myself…”
“…this is the first thing that we do - we strip you of your dignity, we serve you miserable food, we put you in a sterile room that smells of chemicals when you are at your weakest, most vulnerable point of your life….”
“…at that moment I realised I had made a major mistake, I took her dignity from her….”
Don Berwick, Director, Medicare and Medicaid
Bridget Duffy, Dir, CE, Cleveland Clinic, formerly Dir. Of Empathy
Dr. Regina Benjamin, Surgeon General
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Emotional Profile of the Healthcare Experience
15
Sou
rce:
Q1
2010
Cus
tom
er E
xper
ienc
e T
rend
Tra
cker
, Bey
ond
Phi
loso
phy
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Emotional Engagement: NHS (UK) vs. “pay to play” (USA)
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2%
6%
8%
The top emotions evoked in the healthcare insurer experience by geography
10%
0%
12%
USA UK
Cared for TrustingSafePleasedInterestedStressedIrritatedDisappointed ValuedAnnoyed HappyNeglected Unhappy
4%
Perc
ent o
f Hea
lthca
re c
onsu
mer
s wh
o se
lect
ed th
e em
otio
n as
one
of t
he to
p 3
evok
ed in
the
heal
th in
sure
r exp
erie
nce
Lt green shading = Positive emotions Lt red shading = Negative emotions
Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy
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Solutions: Patient Centred Care has the Momentum
17
Point of Care“..aims to transform patients’ experience of care in hospital. The goal of the programme is to enable health care staff in hospitals to deliver the quality of care they would want for themselves and their own families.”
Medical Homes “…an approach to providing comprehensive primary care... that facilitates partnerships between individual patients, and their personal providers, and when appropriate, the patient’s family."
Planetree Model“…a patient-centered, holistic approach to healthcare, promoting mental, emotional, spiritual, social, and physical healing. It empowers patients and families through the exchange of information and encourages healing partnerships with caregivers. It seeks to maximize positive healthcare outcomes by integrating optimal medical therapies and incorporating art and nature into the healing environment.”
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The Benefits from Patient-Centered Care
The medical home approach has been associated with less difficulty accessing care after hours, improved flow of information across providers, a positive opinion about health care, fewer duplicate tests, and lower rates of medical errors. (Schoen et al, Toward Higher-Performance Health Systems: Adults’ Health Care Experiences In Seven Countries, 2007)
The patient-centered model has been linked to "improved quality, reduced errors, and increased satisfaction“ (Thomas C. Rosenthal, 2008, The Medical Home: Growing Evidence to Support a New Approach to Primary Care,
"The better the primary care, the greater the cost savings, the better the health outcomes, and the greater the reduction in health and health care disparities.“(Epstein AJ. The role of public clinics in preventable hospitalizations among vulnerable populations. Health Serv Res 2001; 36: 405–20)
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Without patient-centered care Patient-centered care
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The Artificial Divide in the Healthcare Experience
19
Physicians & HospitalsPharmaceuticals & Insurers
Customer’s Healthcare Experience
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Poll Question
20
Shar
e of
role
in k
eepi
ng h
ealth
care
co
nsum
ers
heal
thy
Healthcare consumer’s perception of healthcare providers’ importance in keeping them healthy
( the total sums to 100%)
Sou
rce:
Q1
2010
Cus
tom
er E
xper
ienc
e T
rend
Tra
cker
, Bey
ond
Phi
loso
phy
Which provider do you think customers choose as the most important in keeping them healthy?
1. Hospital is most important
2. Physician is most important
3. Pharmaceutical Company is most important
4. Health Insurance Provider is most important
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The Healthcare Experience Gap
21
Shar
e of
role
in k
eepi
ng h
ealth
care
co
nsum
ers
heal
thy
Healthcare consumer’s perception of healthcare providers’ importance in keeping them healthy
( the total sums to 100%)
Physician/ Primary Healthcare provider
Hospital Health InsurerPharmaceutical Company
1Beyo
nd
Philo
soph
y’s
heal
thca
re c
lient
’s pe
rcep
tion
342
Sou
rce:
Q1
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Cus
tom
er E
xper
ienc
e T
rend
Tra
cker
, Bey
ond
Phi
loso
phy
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The Healthcare Experience Gap
22
Shar
e of
role
in k
eepi
ng h
ealth
care
co
nsum
ers
heal
thy
Healthcare consumer’s perception of healthcare providers’ importance in keeping them healthy
( the total sums to 100%)
Physician/ Primary Healthcare provider
21%
Hospital
29%
Health Insurer
24%
Pharmaceutical Company
26%
1Beyo
nd
Philo
soph
y’s
heal
thca
re c
lient
’s pe
rcep
tion
342
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rce:
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er E
xper
ienc
e T
rend
Tra
cker
, Bey
ond
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loso
phy
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Emotional Wellbeing
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Percent of healthcare experience that should be devoted to emotional wellbeing
Hospital
19%
Pharmaceutical
18%
Physician/ Primary Healthcare provider
22%
Health Insurer
24%
Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy
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Emotional Profiles: Pharmaceutical Company and Health Insurer
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rce:
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2010
Cus
tom
er E
xper
ienc
e T
rend
Tra
cker
, Bey
ond
Phi
loso
phy
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Emotional Profiles: Physician and Hospital
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rce:
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Cus
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xper
ienc
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Tra
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, Bey
ond
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loso
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The Benefits of the Customer Experience Way
26
Without patient-centered care Patient-centered care
Customer Experience Way
3
21
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Same as everybody else
More expensive
PRICING
Undifferentiated
Differentiated
EMOTIONAL ENGAGEMENT
Extract commodities
Stage experiences
Makegoods
Deliverservices
Source: Welcome to the Experience Economy, Pine & Gilmore, HBR, July-August 1998
Treating the obvious
symptoms
Customer Experience and Being Sick
Treating the disease
Treating the patient
Managing wellbeing
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Ch
ron
ic I
lln
ess
Interaction Monitor (based on Beyond Philosophy client engagements in Healthcare)
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Jan Feb Mar Apr May Jun Jul Aug Oct Nov DecSep
Hospital
Physician
Pharma
Insurer
Hea
lth
y
Hospital
Physician
Pharma
Insurer
Focus of most patient centered care approaches
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Summary
29
Consumers experience healthcare as whole, not in discrete buckets.
Current Patient centered care solutions are based on customer experience principles but focus primarily on the patient – point of care experience (i.e. physician and hospital)
However, most of the health care experience occurs with pharmaceutical companies and health insurers providing these two sectors with untapped potential to maximize health outcomes while reducing costs.
The key to customer experience applications is an understanding of what drives emotional emotional involvement.
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Recommendations
30
Physicians• Don’t be hostile to
the outstretched hand of the pharmaceutical company and health insurers in their honest efforts to care for the patient.
Hospitals• Be conscious of
patients’ emotional needs in addition to their medical ones.
• Consider adopting the Planetree model.
Pharmaceuticals• Look to take on a
substantial role in the medical home.
• Utilize your numerous interaction points to engage customers more directly.
Health Insurers• Now that
universal coverage is coming to the US, focus on emotional engagement, track your emotional profile and use the UK as an initial benchmark.
• Approximately 15% of your budget should be devoted to improving customers’ emotional wellbeing.
• Keep track of the difference in the perception of the experience between healthy and unhealthy customers. Especially in their positive and negative emotional experiences.
• Assess the experience you actually provide with an outside-in point of view. We typically use “Customer Mirrors” for this purpose.
• Investigate and identify he root causes of the full customer experience you are delivering, making sure you uncover conscious and subconscious aspects of the experience.
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Questions?
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