Drive Patient Activation with Websites

How Your Website Can
Drive Patient Activation
December 11, 2012

© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company

Speakers

Robin Doerr Joseph Hice
Exec. Director, VP, PR & Marketing
Marketing & Communications Moffitt Cancer Center
Children’s Hospital Colorado

Ty Glasgow Brian Bolton
Exec. VP, SVP of Marketing
Global Operations Bridgeline Digital
Bridgeline Digital


Presentation Outline

Who is Bridgeline Patient Activation Children’s Hospital Moffitt
Overview Colorado Cancer Center
Why it’s important? Case Study Case Study
Levels of Activation
Benefits
Ways to Drive
Using the website


Who Is Bridgeline Digital!

Digital Engagement Solutions provider
Developer of the iAPPS platform

»  Over 750 quality customers
»  Repeat business was 72% of FY12 revenues
»  iAPPS enjoys an impressive 94% retention rate

»  Achieved Record Results FY 2012
»  In 2012 - Deloitte recognizes Bridgeline Digital as one of the
Fastest 500 growing technology companies in America
»  Record revenues and record iAPPS licenses

»  UPS Logistics selected iAPPS as their exclusive Web Content
Management and eCommerce solution

»  Over 230 passionate employees in 11 offices globally


How We Build Customer Success

We help our customers achieve their key initiatives by leveraging web technologies


Hundreds of Customers Rely on Bridgeline & iAPPS


Digital Solutions for Health Care Organizations

Maximize the effectiveness of your web presence

•  FIND: The iAPPS Platform employs
expert digital strategies and SEO best
practices.

•  ENGAGE: Leverage engagement
techniques such as patient
testimonials, physician finders,
referrals, areas of expertise, course
offerings and event registration.

•  RETAIN: Improve the patient
experience with community building
services and health awareness
resources.


What is Patient Activation?

“ The term ‘patient activation’ can be
simply defined as a patient’s ability
and willingness to manage their own
health and health care.

”
– Doug Thompson, Senior Research
Director, Advisory Board Co.


Why is it important?

Affordable Care Act (ACA) provisions tie patient
satisfaction to Medicare reimbursement

HCAHPS* scores determine
reimbursement levels based on the
following criteria:

•  Communication with doctors & nurses.
•  Responsiveness of hospital staff
•  Pain management
•  Prescription & treatment dialogue.
•  Discharge information
•  Hospital Environment

*Hospital Consumer Assessment of Healthcare
Providers & Systems


Proactive Steps Patients Can Take

Patients can drive their own health outcomes
in many ways

•  Determine what type of treatment
they can get.

•  Monitor own conditions.

•  Comply with physicians

•  Make decisions to seek
professional care.


The Levels of Patient Activation

LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4
Disengaged Becoming Taking Action Maintaining
and aware, but still behaviors
Overwhelmed struggling and pushing
further

“My doctor is “I could be “I’m part of “I’m my own
in charge of doing more.” my health care advocate.”
my health.” team.”

a Increasing Levels of Activation


Benefits of Patient Activation

According to Survey from
the American Public Health Association:

•  Activated patients are over twice as
likely to be retained in treatment

•  Over 3 times more likely than
comparison participants to have
scheduled at least 1 visit during the
6-month follow-up period.

•  Activated patients demonstrated
29% more attendance to scheduled
visits than comparison patients.


Driving Patient Activation

Ways Healthcare Organizations Drive Patient Activation:
High
•  Website
•  Incentive Based Programs
Effectiveness

•  3rd Party Internet Resources

•  Social Media •  T.V.
•  Brochures
Commercial (PSAs)

•  Educational Health Classes
•  Print Ads
•  Newsletters

Low High
Cost ($)


XYZ!

Let’s focus on websites!
©© 2010 Bridgeline Software,
The Digital EngagementInc.
Company
2012 Bridgeline Digital, Inc.
The Digital Engagement Company 17

Your Website Drives Patient Activation


Your Website Drives Patient Activation

According to a study from
Journal of Medical Internet Research

•  Web-based interventions increase patient activation and have the
potential to enhance the self-management capabilities of the growing
population of chronically ill people.

•  Activated patients are more likely to adhere to recommended health care
practices, which in turn leads to improved health outcomes.

•  Designing Web-based interventions to target a specific stage of patient
activation may optimize their effectiveness


The Internet Drives Patient Activation

According to a Survey
from National Research
Corp.’s Ticker
•  1 in 2 participants preferred
a hospital’s website as
primary source of health
care information.


Social Media

According to a Survey from
National Research Corp.’s Ticker

•  20% of Americans use
Social Media websites as a
source of health care
information.

•  1 in 4 respondents said it
was likely or very likely
that social media would
influence their future health
care decisions.


Poorly Developed Websites Lead to Patient Loss

What Do Visitors Do When They Can’t
Complete Their Goals on a Website?

According to recent research
conducted by Forrester …

•  About 75% use a more expensive channel (typically a company’s
customer phone service) to complete the sale or product research.

•  17% took their business elsewhere to competitors.

•  11% gave up on the experience entirely.


Case Study:
http://orthopedics.childrenscolorado.org

Robin Doerr
Executive Director of
Marketing and Communications


Children’s Hospital Colorado Background

•  Non-profit

•  The only licensed specialty hospital
exclusively for children in Colorado

•  Teaching and training center

•  4,500+ employees and 1,000+
pediatric specialists

•  Located on Anschutz Medical Campus
adjacent to University of Colorado
Hospital, University of Colorado
Schools of Medicine, Nursing,
Pharmacy, Dentistry and Public Health

•  Children’s Hospital Colorado is at
center of medical research in Rocky
Mountain region



•  First and only Level I dedicated regional pediatric trauma center in Colorado

•  First pediatric hospital in the country with fully integrated Electronic Health Records

•  Received Magnet Status re-designation, the highest honor for nursing excellence

•  Ranked a Top 10 Best Children’s Hospital every year for the last 15 years – US News
and World Report


Children’s Hospital Colorado Site Design & Functionality

Elevating Visual Design
& Interactivity to User
Experience

Audience Targets:
•  Patients and families
•  Referring Physicians

•  Users in research told us:
-  Design a site that provides
simple, easy to find
-  Conditions
-  Make it visual
-  Allow me to go where I
need to go from any page
-  Online experience should
be the same as walking
through your door

•  Collaborative development with
orthopedics institute

•  Words that our patients and
families use (What We Treat,
What We Do, About Us) instills
comfort and confidence


Children’s Hospital Colorado Site Design & Functionality

Elevating Visual Design &
Interactivity to User
Experience

•  Combining online presence with
corporate sponsorship and
advocacy

•  Focused on establishing
Orthopedics Institute as a
community resource for
children’s sports and injury

•  Collaboration with REAL Soccer
-  Club in Denver
-  5K players – 5 yrs. To 18 yrs.
-  Reaching patents and players
-  Children’s Colorado
orthopedists on staff

•  Concussion Legislation

•  Concussion referral packets for
physicians


Moffit Cancer Center Case Study
Case Study:
Moffitt Cancer Center
Moffitt.org

Joseph Hice
Vice President, PR & Marketing


Moffitt Cancer Center Background

•  Non-profit, 206 Bed Facilities

•  Welcomed first patient in 1986.

•  328,300 patient visits a year.

•  Southeast’s Largest Blood and
Marrow Transplant Program

•  4,200+ employees, 300+ Physicians

•  6 Locations in addition to a Treatment
and Research Center on the
University of Southern Florida
Campus.


Moffitt.org – Redevelopment Project

“Went straight
“Picture looks to search. Was
like a bunch of to difficult to
pyramids!” navigate”

“Font size is too
Finding for discussion: small and hard to
Many users who are patients no read.”
longer come to main site and
have bookmarked Patient Portal.

“Blue is too
much.”

Original Moffitt.org site was approximately 7 years old. Platform site was built on obsolete technology.

Average visitor to the site spent "seconds" before leaving to find a more friendly and interactive experience.


Peer Website Review

Responded
“Like video.” well to colors.

Note size of image.
Responded
well to colors.

“Word HOPE and
that’s what you need
when you have cancer.”


User Interviews

Key findings from user interviews

HUMOR?
“ My blog ended up being
humorous and it helped me.
“
You have to keep a sense of
humor in all of this.

” ”

Moffitt.org - Great User Experience

Features that drive engagement:
•  Patient focus begins on the
home page with short video
testimonials from patients treated
at Moffitt. Big, bold graphics of
patients.



•  Simple navigation to help guide
those seeking information through
the site.

•  "Anchor" bar at the top of every
page includes links Home, Cancer
Types & Treatments, Directions &
Facilities, TakeCharge — The
patient centric area, Research &
Clinical Trials.



•  Various jump pages feature big, bold
graphics and easy to follow links for patients
to access additional information.

•  Visitors can get basic information about their
cancer & treatment or very detailed
information.

•  Easy to drill down into the site and navigate.

•  Bold links make it virtually impossible for a
patient to get lost on Moffitt.org.


Moderated Discussion

Robin Doerr Joseph Hice
Exec. Director, VP, PR & Marketing
Marketing & Communications Moffitt Cancer Center

Ty Glasgow Brian Bolton
Exec. VP, SVP of Marketing
Global Operations Bridgeline Digital
Bridgeline Digital


Thank You


Drive Patient Activation with Websites

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