“ Engagement Center Development:

Innovating by Focusing on the Human

Connection”

Kim Swafford MHA

Group Vice President, Telehealth & Health Technology Strategy

Providence St. Joseph Health

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GEMINI TOUR

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Providence St. Joseph Health

50Hospitals

111kCaregivers

2Health plans

829Clinics

38kNurses

1.9MCovered lives

90Non-acute services

20kPhysicians

$1.6BCommunity benefit

14Supportive housing programs

High school,

nursing schools,

and university

4 4

Footprint spans across 7 states……

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Share of Inpatient Market

▪ All patient touch-points serve to feed hospital referrals

▪ System owns assets; reach is geographically and physically constrained

Share of Lives

▪ System utilizes multiple sites of care to manage patients and lives

▪ Digital innovation serves to enhance core

▪ Reach spreading beyond geographic and physical boundaries

Health Partners Share of Lives & Health Spend

▪ Patients and consumer centric, utilizing multiple sites of care as well as virtual services

▪ Digitally enabled to enhance the core and broaden system reach

▪ System engages in strategic partnerships more deeply

▪ New sources of revenue less dependent on payor reimbursement 5

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Today’s Healthcare Consumer

Drivers of Outmigration*

*Collier, Matthew, Basham, Leslie, “Patient loyalty: It’s up for grabs,” Accenture Strategy, © 2015.

61% 51%52%

Get an

appointment

when needed

Go to a

convenient

location

Great

customer

service

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“…despite this plethora of technology solutions, we see that calls are not going away …theproliferation of digital tools can awaken previously dormant customers, sparking new inquiries from an engaged customer base.” McKinsey.com, July 2017

“Companies have lost sight of the importance of human interaction and often make it too difficult for consumers to get the right level of help and service that they need. their most profitable customers – multi-channel customers – who want experiences that cover both digital and traditional channels.” Accenture, March 2016

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A State of Confusion for Patients & Providers

“Even within a primary care clinic,

it feels like Comcast”

“It seems like we get a new

line for something every

couple of months”

“Our facilities must seem like

competitors to callers at times”

“We don’t have a ‘How can I help

this person right now’ attitude”

“There is no feeling of warmth”

“It’s confusing for me;

I can’t imagine what it must

be like for an outside doctor”

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Before | Confusion ≠ Conversion

28% of the 13,000 annual patient calls to

1-800-XXXX were resulting in appointments

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Create a modern

Access Center

Develop a

Consumer Engagement

Platform

Demonstrate a 10% improved

conversion rate for ROI

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Initial results were positive!

Demonstrating over 70% increase in calls to booked appointments

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Airline Industry Integrated Customer Experience

All of these interactions are a personalized experience

Marketing Online Self-Service Live Assistance Service Delivery

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Heading into an Omni Chanel Experience

Connecting consumers to the personalized care, products and services they need throughout the journey to optimal health.

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Building an omni-channel experience in health careCreating a personalized high-value interaction

Marketing Online Self-

Service

Live

Assistance

Care Delivery

• Provider

Directory

• CRM

• Online Chat

• CRM

Integration with

EHR• Content

Management

• Class

Registration

• Segmentation

• Call/Email

Stitching

• Analytics

• Call Script/

Workflow

Connected via data lake, APIs, integrations

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Provider Directory | Find A Doctor

75% of consumers read about

providers online before selecting a provider

How do consumers find a provider?

• 53% Internet• 34% Insurer• 32% Family/friends• 32% Healthcare professional

*Kyruus ProviderMatch 2015 study on consumer behavior

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Enterprise Benefits of Consumer Platform

Clinical

Clinical Operations • Expand venues of patient communication and behavioral interception beyond

direct messaging and into digital channels to drive down the cost of care.

Marketing

Marketing• New patient acquisition with a higher conversion rate at a lower cost• Enable delivery of highly personalized, targeted, and measureable messaging with

the right content, to the right person, at the right time.

Omni

Technology

Omni-Channel Touchpoints • Deliver consistent, personalized, and efficient interactions between Patient &

Provider Engagement Center (PEC) liaisons, providers, and consumers through both phone and digital

• Provide consumer insights to clinical and digital teams

Enterprise Technology

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CRM Phase I Feature Set | Launched May 2017Key Features Include:

• Integration with two

instances of Epic

• Screen pop with caller info

and past case information

to personalize interaction

• Targeted scripts and

knowledge articles to

efficiently and consistently

navigate consumers

• Designed to capture key

information for business

operations and marketing

campaigns

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CRM Phase II | Capabilities

Rich Consumer

Segmentation

Automated

Personalized Email

Enhanced Call

Tracking

Automated 3rd

Party Media

targeting

Profile stitching with

common key

Online

chat/patient class

registration

Enhanced

Consumer

Experience

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Patient & Provider Engagement

CenterThe PEC is a concierge-like service to help

consumers find the right PSJH providers and

services for their health needs and preferences.

PEC Services

• Express Care same-day virtual, retail, or

home visits

• Primary Care providers

• Specialty Care providers

• Clinical trials navigation

• Health classes and programs

• MyChart and MyProv portal

support

• HealthConnect mobile app support

• Medical tourism

• Provider-to-provider referrals

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ASK PROV Provider Consults

Brain & Spine

General Medicine

Surgery

Heart & Vascular

Pediatrics

Cancer

Women's Health

Digestive Health

Mar 2017 – Aug 2018

Top Specialties Consulted

Consults Appointments

That’s why we created ASK

PROV, to get you a quick

phone consult with your

specialist colleagues.

50 specialties represented

Phone Number

Scope of Services

Hours of Operation

844-ASK-PROV (844-275-7768)

Non-urgent consult for general

advice or to make a referral

Monday-Friday 8AM – 4:30PM

Oregon Region

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RESULTS | Bringing it all together…....

*Industry average, MetricNet, LLC. Metric of the Month: First Contact

Metric Before After Impact

Call-to-Appointment Conversion

28% 66% 161%

Calls/Cases per Year 13,000 >300,000 2207%

First Call Resolution 74%* 94% 27%

Average Call Length 10 min 5 min 50%

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Data about consumers using our contact centers

44% are 19-39 years old

79% are under 50 years old

63% are females

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• Everett• Seattle (• Renton• Olympia

• Los Angeles

• Portland

HOW can we scale results? STANDARDIZE technology and resources

CONSOLIDATE CENTERS ON SAME

PLATFORM

Savings

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Lessons learned throughout the journey…..

• Hire the best

• Continuously measure results and share them

• Truly be consumer centric

• Ensure the right skillset for digital strategies

• Develop a CRM governance structure

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A State of Satisfaction for Patients and Providers

“Wanted to share that my experience was great. Thought the person I spoke with was

fantastic and she even took a couple follow ups (I needed to run to a meeting) and is going to email

me with the info.”

“I have told everyone what exceptional service I have received from you. It makes a statement to show excellence does still exist.”