Accenture provides latest insights on patient loyalty. Suzanne Hendery from Baystate Health shares successful best practices on consistently engaging seniors and women to drive loyalty.
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Think Your Patients Are Loyal? Think Again. It Takes Work!
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
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. 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
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
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
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