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Content + HCAHPS Scores =
Excellence in Healthcare Ratings
Presenters
Kimberly Morgan, Senior Marketing Strategist
BlueSpire Strategic Marketing
Susan Garofano, RN, BSN, ONC
Clinical Nurse Educator
HealthEast Orthopaedic Care
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
Content Strategy Approach
Strategy
Workflow
and
Delivery
Create
Govern
Content
Audit
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
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!
Content Audit
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
Executive Summary and
Recommendations
Key Components:
Summary
Content Audit Factors
Rating System
Findings of Audit
Strengths
Weaknesses
Distinct Gaps
Recommendations
Best Practices
Next Steps
Message Map, Tactical Plans
and Execution of Strategy
Message Map Creation
Message Map created by target audience and specific goal(s).
Content process = Create, Curate and Influence
Content Tactical Plan
Target Audience
Goal(s) to Influence
Content Outlined
Tactic
Execution & Reach
Timeline
Budget Implication
Measurement
Outline of Success
Content Creation and Execution
Creation of content in a variety of channels
Best Practice Case Study:
HealthEast Orthopaedic Care
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
Healthcare readmissions webinar
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.
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
Total Joint Replacement
Program Materials
Patient
booklet
DVDs for
surgery
specific
information
Web based
class and
materials
Video
Virtual tours
Daily Activities Materials
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
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
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.
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!
Questions
Thank You!

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Healthcare readmissions webinar

  • 1. Content + HCAHPS Scores = Excellence in Healthcare Ratings
  • 2. Presenters Kimberly Morgan, Senior Marketing Strategist BlueSpire Strategic Marketing Susan Garofano, RN, BSN, ONC Clinical Nurse Educator HealthEast Orthopaedic Care
  • 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
  • 10. Message Map, Tactical Plans and Execution of Strategy
  • 11. Message Map Creation Message Map created by target audience and specific goal(s). Content process = Create, Curate and Influence
  • 12. Content Tactical Plan Target Audience Goal(s) to Influence Content Outlined Tactic Execution & Reach Timeline Budget Implication Measurement Outline of Success
  • 13. Content Creation and Execution Creation of content in a variety of channels
  • 14. Best Practice Case Study: HealthEast Orthopaedic Care
  • 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!

Hinweis der Redaktion

  1. Jen or Luke
  2. Kim
  3. KimContent Audit – Take a look at your current stateStrategy – Map out your future state
  4. Kim
  5. Kim
  6. Kim
  7. 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.
  8. Kim
  9. Kim
  10. Kim
  11. Kim Intro to Susan
  12. Kim – Intro to Susan
  13. Susan
  14. Susan
  15. Susan
  16. Susan
  17. Susan
  18. Kimberly