What healthcare marketers and professionals can look forward to learning:
-How a tactical content strategy can help improve readmission rates
-How to create a successful content development process
-How to develop specific “message maps” for your target audiences
-The best ways to build a tactical content plan
-HealthEast Care System’s content strategy for orthopaedic patients
3. What You Can Expect to Learn:
How a content strategy can help improve
healthcare ratings
How to create a successful content strategy
development process
How to develop “message maps” for your
audience
The best ways to build a tactical content plan
How a marketing content strategy applies to
clinical patient education and improvement of
HCAHPS Scores
Best Practice Case Study
5. Process
Identify key goals and objectives you wish to obtain
from a content strategy
Establish scope of content audit and strategy
Obtain assets and conduct audit
Analyze competitive research and industry best
practices
Develop Executive Summary Report and
Recommendations
Create a “Message Map” by audience and
service line
Structure strategic and tactical plan recommendations
6. Identified Goals for
HealthEast Orthopaedic Care
Improve
patient clinical
outcomes
Decrease
readmission
rates
Achieve
exceptional
patient
satisfaction
scores
Empower
patients during
their care
delivery
process so they
understand
what is
expected
before, during
and after their
hospitalization
GOALS
ACHIEVED!
8. Content Audit
Identified Goal
Channel
Key Messages
Purpose
(Training, Pt. Ed, Call to Action or Promo)
Goal Alignment
Distribution/Reach
Cross-Organization
Budget Allocation
Rating
9. Executive Summary and
Recommendations
Key Components:
Summary
Content Audit Factors
Rating System
Findings of Audit
Strengths
Weaknesses
Distinct Gaps
Recommendations
Best Practices
Next Steps
15. Patient Education Process
Direct mail to patients scheduled for surgery
Total Joint Replacement Program
80 – 85% of patients attend class
15 – 20% of patients complete class online
Daily activities/communications during hospital stay
Recap of care – discharge process
Nurse check-in calls 24 hours after discharge
Status check
Home care
3-Month Post-Op Lunch Bunch
Advocate recruitment
17. Recruitment of Patients
Purpose of Class
The goal of the Total Joint
Replacement Class is to have
patients understand what is
expected before, during and
after their hospitalization.
Ultimate goal is to improve
patient outcomes and
decrease readmission rates.
18. Total Joint Replacement Class Outline
Preparing a patient’s home
Preparing your body for surgery
What to expect during your hospital stay
Day of surgery
Daily activities
Pain management
Mobility
Preparing for going home
How to prevent complications
Physical therapy – Joint Camp
Occupational therapy
Care management
19. Total Joint Replacement
Program Materials
Patient
booklet
DVDs for
surgery
specific
information
Web based
class and
materials
Video
Virtual tours
21. Recruitment
Communications
Total Joint Replacement
Program
Daily Activities Communications
In-house group rehabilitation
Discharge Materials and
Recap of Care
Review program information
Daily activities information
Pain management
Therapy plan and follow-up appointments
24 Hour Follow-up
Status Check
Home Care
3 Month Post-Op Lunch
Bunch
Patient Ambassadors
22. Orthopaedic Lunch Bunch
Orthopaedic patients
Share their experiences
Meet with care staff
Talk about where they are currently with their activities
Access to additional resources
Enjoy lunch together and make connections
HealthEast
Engages patients
Retains patients and family members as Ambassadors to the
program and healthcare system
23. Outcomes
National Average Readmission Rate: 8.3%*
HealthEast Orthopaedic Readmission Rate
Primary knee and hip replacement: 2.77%
Primary knee and hip/partial knee/revision: 3.15%
*As referenced in US National Library of Medicine National Institutes of Health.
24. Summary
Delivering content to your patients throughout
the decision and health education cycle is
essential
Connect with your patients in the way they want
to receive information
Empower them to be advocates for their care
Engage your patients in an ongoing relationship
Increase patient satisfaction and loyalty
Improve HCAHPS Scores!
KimContent Audit – Take a look at your current stateStrategy – Map out your future state
Kim
Kim
Kim
Kim - Quantitative Audit:A listing of all the content you have by channelQualitative Audit: Best Practices AssessmentA comparison of your content against industry best practice standards.