winning the hearts and minds of healthcare...

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Winning the Hearts and Minds of HEALTHCARE CONSUMERS

September 2019

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BayCareEasyPass

Diagnosison Demand TechDeck


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BayCareEasyPass


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C R E ATE A L OYA LTY P R OGR A M

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Customer Value Engagement IndexSM identifies opportunities to build better customer relationships so that we can improve health outcomes for customers and business value for BayCare.

CONFIDENTIAL - © 2018 Roxbury Partners LLC

Transactional Value

Engagement Value

HighLow

High

Low

High

Low

Transactional Value• Visits

• Lab• Imaging• Doctor• SCs• UCC • BCAW

• Services• Coaching• BH• Follow-up• Etc.

• Products• RX• Homecare

• Value potential

• Clicks• Responses • Opens/Reads• Event Registration• Class Registration• Call to CSC• Book• Search• Save Your Spot • App Down load• App Usage

Relational Value

Retain/Leverage

Activate/Watch

Migrate

Up-Sell

• Referral/pass-along• Blog posts• Ratings +/-• Survey scores +/-• Years with BrandExamples: NPV, Star Ratings, etc.

Customer Value Engagement IndexSM

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M E M B E R S H IP S N A P S H OT

Confidential | ©BayCare | Do not forward or distribute

BayCare launched the BayCare EasyPass Membership Program with a MVP of 4 benefits in one physician practice in June 2017.

There are two tiers in the EasyPass program - in order to become a Tier II All-Access member, all the patient has to do is provide a little more data and information.

The objective of the program is to make it so easy and enjoyable for patients to access and use all BayCare services, that members will use them out of habit, thereby using more of our services on a per-capita basis, and creating more loyalty for BayCare.

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Q4 2018 MPH OB Pilot

2018 Extend Bardmoor BMG

Q1 2017 Bardmoor BMG Pilot

Consumer Loyalty = Ease + Better Health

Loyalty Objective KPI

Increase per capita usage of BayCare services

% of members who use more than 2 services- EasyPass users increased their per capita usage by +8% since program launch, while non-users usage declined -2%

Patient Satisfaction Net promoter score- NPS is currently at 73

Engagement % of members who opt-in to membership benefits, use online scheduling, email open rates, click thru rates.- Open rates range 13% to 38%; avg 26%- Click thru rates 0% to 9.4%; avg 4%

Total cost of program achieves neutral to positive ROI

Cost per member for benefits- Fee for Service

- Capitated: Success

Fee For ServiceMindset

InsuranceMindset

Confidential | ©BayCare | Do not forward or distribute9/9/2019 10

M E M B E R S H IP S N A P S H OT

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Diagnosison Demand


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• 15 Current Locations• Save your spot

E D U C AT ING TH E C ON S U M E R

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S OC IA L M E D IA V IR A L P OS TSRight Care, Right Place, Right Price

Sub Reddit thread

25.3MMEMBERS

1.5KCOMMENTS

LinkedIn Post

30KREACTIONS

822COMMENTS

Z-Pac TribeTalkFacebook Group

51KMEMBERS

EMS DecodedFacebook Page

14KFOLLOWERS

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S OC IA L M E D IA V IR A L P OS TSRight Care, Right Place, Right Price

Bored Panda

15MFOLLOWERS

Click to view the web story

https://www.boredpanda.com/hospital-urgent-emergency-care-billboards-baycare/?utm_source=twitter&utm_medium=social&utm_campaign=organic



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Critical Access Hospital

Freestanding ED Micro-hospital

Num

ber o

f be

dsU

.S.

Inve

ntor

yLi

cens

ure

Staf

fing

Req

uire

men

ts

No more than 25 beds

1,346

Fully LicensedFacilities applying to become Critical Access Hospitals must currently participate in the Medicare program and have a current license as an acute care hospital.

No overnight beds

Up to 50 beds; avg. 8-12

566 60 (another 20+ planned or under construction

Varies by StateFully licensed as acute care hospitals in some states; licensed as community clinics or emergency centers in other states

Fully LicensedMust be primarily engaged in inpatient care to qualify for Medicare payment accreditation

Not Requiredto have MD or DO on site 24/7

Board Certified ER Physicianmust be onsite 24/7

Board Certified ER Physicianmust be onsite 24/7

S TAT E O F

TH E M A R K E T

Free-Standing ED

Urgent Care

Hospitals

No Certificate of Need

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D E F IN IN G B AY C A R E ’ S V E RT IC A L S

Virtual Visits

Walk-In Care at Publix

Urgent Care

Physician Visits

ER

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C ON S U M E R J OU R N E Y | PA S T

Bob Feels Sick

Right point of care at the right time for the right price?

Calls Family Physician

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C ON S U M E R J OU R N E Y | P R E S E N T

Bob Feels Sick

Right point of care at the right time for the right price?

or

or

or

or

or

Primary Care

Urgent Care

Emergency Room

Telemed

Google/WebMD

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N AV I G AT I N G

TH E M A R K E T

“SmartCare” Whiteboard

Price Transparency

System Integration

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C - S U ITE B U Y- IN

Involvement in proof of conceptCross-Functional support from key stakeholders

Establish ownership from the top down

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H E A LTH NAV | D E V E LOP M E N T

Siding with Customer Behavior

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Self Care Decisions Symptom Checker

H E A LTH NAV | FR ON T D OOR

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H E A LTH NAV | D E M O

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• Launched July 2016

• 50k+ Downloads

• Extended to Publix with Kiosk

• Medical professional follow up within 48 hours to book Primary Care

B AY C A R E A N Y W H E R E

OV E RV IE W

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0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Primary Visit Diagnosis

Diagnosis

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

0-17 18-24 25-34 35-44 45-54 55-64 65+

Age Range

Age

35% utilize app

more than once

B AY C A R E A N Y W H E R E

P E R FOR M A N CE

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C O M P L E T E D V IS ITS

P U B L I X W A L K - I N C A R E

R E S U LTS

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%% Visit Diagnosis

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

0-17 18-24 25-34 35-44 45-54 55-64 65+Age Bracket

% Completed Visits By Age

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H E A LTH NAV | E N C OU N TE RS

96.7%

URGENT CAREIncrease

24.34%

PRIMARY CAREIncrease

17.97%

ERIncrease

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L O YA LTY

Influencing Past/Present Patients

Low Percentage of New Patients

Aid in Navigating Complex Consumer Journey

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For most, “mobile” means “phone,” however we are considering multiple ways in which information and services are accessed today as well as ways that may be accessed in the future

Phones

Tablets

Voice-enablement

Watches

Rings

Bracelets

“Connected” Car

GPS-based Devices

Gaming Consoles

IoTs

Apps

Wireless Credit/Debit Cards

Embedded Chips

RFID

Future

Future

N E X T S TE P S | M OB IL ITY S TR ATE GY

Setting the context for

“MOBILE”

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TechDeck


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B L OOM IN GD A LE | H E A LTH HU B

29Confidential | ©BayCare | Do not forward or distribute

Higi

Publix Kiosk

Tech Deck Peripherals

AmericanHeartAssociation

9/9/2019 11

B AY C A R E TE C H D E C K

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QUESTIONS

winning the hearts and minds of healthcare...

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