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Think Your Patients Are Loyal? Think Again. It Takes Work!

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Think Your Patients Are Loyal? Think Again. It Takes Work!

  1. 1. Think Your Patients Are Loyal? Think again– it takes work! Suzanne Hendery VP, Marketing & Public Affairs Baystate Health, Springfield, MA Linda MacCracken Senior Principal Provider Customer Engagement Practice Accenture Health
  2. 2. 2 Introductions Suzanne Hendery, MA/MBA VP, Marketing & Public Affairs Baystate Health Baystate Health is a Top 100 Health System, the health care leader in Western MA and one of the largest employers with 500 employed physicians and providers and 12,500 employees. Over the last 20 years her team has achieved national recognition for their innovative patient and provider engagement strategies and results. Suzanne has a Master's Degree in Marketing Communications from The University of Connecticut and a Bachelor's Degree in Media Systems and Management from Westfield State University. She is a frequent national speaker on consumer experience and her team’s work is the focus of two Harvard case studies, published in 2015. Linda MacCracken Senior Principal, Consumer Engagement Accenture Health Accenture’s CRM Practice helps providers to grow business, using cross industry practices to build expert capabilities. Over the last 20 years, Linda and her teams have helped providers grow market share, set strategy and achieved greater physician and consumer engagement using digital solutions and earn top ratings. Linda has a Master's Degree in Business Administration from Boston University and a Bachelor's Degree in Psychology and Political Science from Macalester College. She teaches physicians at Harvard’s Masters of Management program (since 2001), publishes and speaks on consumer engagement.
  3. 3. Patients Are Loyal to (their) Recommendations and Experiences 3 Myths of Patient Loyalty Retained Patient Records Provider Consolidation 1 Stable Indicator Patient Satisfaction 2 More EMR Use/ More Loyalty Digital Expansion 3 44% Personal Recommendation 26% Expect Tailored Experience Provider Selection 24% Service / Price/ Search 1 3
  4. 4. Consumers’ Views Drive Three Separate Storm Fronts for Healthcare Copyright © 2016 Accenture All rights reserved. 4 Feel more passion for healthcare Perceive higher hassle to switch Consumers are less likely to recommend providers than hotels Higher than all industry average 38% 1/3 Of the NPS score v. hotels Higher than all industry average 64%
  5. 5. 5 Consumer Switching in Healthcare is Coming: Take Action Now! Copyright © 2015 Accenture All rights reserved. Providers need to implement customer loyalty tactics from high-retention industries Digital health adoption and healthcare transparency are changing the playing field. Healthcare consumers will begin to realize that switching providers is easier. 75% 80% 85% 90% 95% 100% 0% 10% 20% 30% 40% 50% 60% 70% Higher Lower EasierHarder Ease of Switching ConsumerRetention Food Service Healthcare Providers Cable/Satellite Service Wireless Service P&C Insurance Retail Banking Gas and Electric Utility Life Insurance Consumer Electrics Hotels & Lodging Consumer Good Retailers
  6. 6. Time To Take Charge: Capturing Patient Loyalty Takes Work Follow satisfaction drivers • Ratings and recommendations should have digital platforms to post Recruit, enroll and re-enroll patients • Consolidation requires volume and engagement. • Earn it with recommendation-worthy interactions. Digitally personalize engagement beyond the exam room • Extend the 1:1 health system connection throughout the patient journey. 1 2 3 3x more likely to favor patient reviews vs. insurer quality ratings 61% will consider changing doctor for faster appointment ~8 in 10 consumers want to book online 1 of 4 consumers under 65 would pay more for the ability to see a doctor virtually
  7. 7. Baystate Health: Best Practices to Continually Re-Engage with Patients Ask, listen and deliver Copyright © 2016 Accenture All rights reserved. 7 A Massachusetts Health System 1 2 3 Provide edutainment programs Design service approach for new programs
  8. 8. Baystate Loyalty Clubs: Creating Ongoing Engagement With Seniors and Women Over the next 20 years, seniors will remain the dominant category for hospitalization. Senior Class: Began 1987 Members: 22,000, 55+, region-wide, hospital based Staff: 1 FTE and volunteers Women make the majority of healthcare decisions. Spirit of Women: Began 2001 (not associated with national Spirit of Women program). Members: 15,000, women of all ages, region-wide, hospital based, free. Staff: 1 FTE Cost per member: $5-$7 per program Total annual budget for each program: ~$120,000 (includes staff) yet self-supporting with sponsorships ROI: Typically 30% of program attendees will make appointments Member Benefits Newsletter (print and email) with programs with MDs Social events Relationship with 1 person who cares Service and product discounts Why Seniors? Why Women? Costs Health System Benefits Medicaid Managed Care program Marketing Development Legislative Affairs Volunteers Community Relations Accountable Care Organization (ACO)
  9. 9. 9 Baystate Experience Design: Consolidating Services to Ensure Excellent Patient Experience Baystate Comprehensive Breast Center Radiology & Imaging Baystate Breast & Wellness Center Patient Experiences that Consistently Exceed Expectations Source: Harvard Teaching Case: Baystate Health Case A, Case B, Published 2015
  10. 10. Baystate Health’s Cultural Compass Copyright © 2016 Accenture All rights reserved. Our Service Promise We inspire hope and promote wellness in our community by creating outstanding experiences in a caring and compassionate environment. Safety: Ensuring the safety and well-being of everyone. Compassion: Showing empathy, courtesy and providing respectful care. Expertise: Developing and maintaining the highest levels of skills, knowledge and attitude. Time-sensitivity: Taking action, providing care and following up in a timely fashion, based on patient expectations; minimizing the negative emotional impact of delays and waiting. “True North” Our Patient-Driven Care Priorities These are our top priorities that serve as decision-making filter to empower staff at every level to solve everyday dilemmas in a way that consistently delivers on the established Service Promise.
  11. 11. 11 Baystate Health’s Market Leadership Activities Focus on Monitored and Managed Patient and Market Engagement Copyright © 2016 Accenture All rights reserved. Patients’ hospital satisfaction and preference ratings show Baystate Health is the market leader.

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