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Transform the Patient and Member Journey with a Connected Health Experience

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The digital revolution is transforming healthcare, making it critical for organizations to engage with patients and members through a cohesive, multi-channel, and personalized experience. With video, audio, mobile and social content, healthcare organizations have many tools available to them for engaging with consumers outside of the traditional medical setting.

A recent study found that more than 80% of Internet users went online for health-related information in 2014. As patients and members increasingly take control of their own healthcare information, the ability to deliver a consistent brand experience and quickly connect people with healthcare insights has never been more important.

In this webinar, healthcare and digital experience experts from Perficient and Sitecore discussed how to:

-Use digital resources to better understand members, create fulfilling customer experiences and develop long-term relationships
-Personalize the healthcare experience to deliver relevant, timely content that builds awareness and increases loyalty
-Address the challenges of “healthcare everywhere” and meet the demands of digital delivery
-Ensure your digital strategy shows patients you are relevant, useful, educational, trusted, and accessible

Veröffentlicht in: Technologie
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Transform the Patient and Member Journey with a Connected Health Experience

  1. 1. Transform the Patient & Member Journey with a Connected Health Experience
  2. 2. 2 ABOUT PERFICIENT Perficient is a leading information technology and management consulting firm serving clients throughout North America. We help clients implement digital experience, business optimization, and industry solutions that cultivate and captivate customers, drive efficiency and productivity, integrate business processes, improve productivity, reduce costs, and create a more agile enterprise.
  3. 3. 3 PERFICIENT PROFILE Founded in 1997 Public, NASDAQ: PRFT 2014 revenue $456.7 million Major market locations: Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chattanooga, Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Lafayette, Milwaukee, Minneapolis, New York City, Northern California, Oxford (UK), Southern California, St. Louis, Toronto Global delivery centers in China and India >2,600 colleagues Dedicated solution practices ~90% repeat business rate Alliance partnerships with major technology vendors Multiple vendor/industry technology and growth awards
  4. 4. 4 PERFICIENT HEALTHCARE PRACTICE
  5. 5. 5 GLOBAL LEADER IN CUSTOMER EXPERIENCE Sitecore is a global leader in customer experience management. The company delivers highly relevant content and personalized digital experiences that delight audiences, build loyalty, and drive revenue. With the Sitecore® Experience Platform™, marketers can own the experience of every customer and prospect who engages with their brand, across every channel.
  6. 6. SPEAKER INTRODUCTIONS Melody Smith Jones, Manager, Connected Health, Perficient David Stallsmith, Director, Customer Experience and Digital, Perficient Ron Person, Senior Business Consultant, Sitecore
  7. 7. Consumerization of Healthcare
  8. 8. Nothing would result in improving the health of the population (and decrease healthcare costs) more than having greater involvement/engagement by individuals in the healthcare process. — e-Patient petition to the ONC “ ” THE BOTTOM LINE
  9. 9. Patients more likely to follow protocol if they received encouragement from doctors between visits 42% Consumers willing to pay more for customized health plans 50% hospital readmissions that are preventable
  10. 10. Say the Internet is the first source they turn to when researching health and wellness 63% BUT ALSO MORE CONFUSED AND IN NEED OF SUPPORT HEALTH CONSUMERS ARE MORE ACCEPTING OF DIGITAL THE GOOD THE BAD Feel the Internet is a good way to confirm a diagnosis 29%
  11. 11. Healthcare adopted retail tactics: • Using the retail setting as a medium for providing care • Engaging consumers outside of the care setting with technology What is often neglected: • The retail core competency of using data insights to motivate and incentivize consumer behavior
  12. 12. Doctor visits per year 115Shopping trips per year 4
  13. 13. THE CONNECTED CONSUMER Relentless Competition Price Transparency Pervasive Technology The Shopper’s Journey The Consumer is in Control 1 2 3 4 5
  14. 14. Relentless Competition Lower barriers to entry and faster time- to-market result in more choices, more options, and more ways to shop, buy, and own than ever before.
  15. 15. Price Transparency Price competition is forcing retailers to build ruthless efficiencies into their cost model or offer new value to make up the difference.
  16. 16. Pervasive Technology The confluence of operational and consumer technology is driving massive efficiency gains and a highly informed consumer.
  17. 17. The Shopper’s Journey The routes that consumers take to engage with brands and retailers are increasingly nonlinear, complex, and unpredictable.
  18. 18. Building Awareness •Symptoms •Experiences •Relationships Seeking Care •Seeking Brand & Treatment Selection •Patient: Forces driving provider •Consumer: Cost decision making Loyalty •Potential Switching •Compliance/Non- compliance •Disease Progression WHAT ABOUT THE PATIENT/MEMBER JOURNEY?
  19. 19. The Consumer is in Control The informed, empowered, and connected consumer is setting the rules of engagement for brands and retailers.
  20. 20. Adapting to a New Paradigm
  21. 21. INDUSTRY TRANSFORMATION: INFLUENCE SHIFTS TO CUSTOMERS
  22. 22. INDUSTRY TRANSFORMATION: INFLUENCE SHIFTS TO CUSTOMERS
  23. 23. Source: June 2014 “Emerging Business Technology Priorities” SEEK THE CUSTOMER EXPERIENCE ZONE OF DISRUPTION
  24. 24. CX = SUM OF ALL INTERACTIONS WITH A BRAND PRODUCTS BROADCAST PUBLICATIONS SOCIAL EVENTS DIRECT MAIL IN STORE WEB MOBILE EMAIL BRANCH GAMING
  25. 25. CX LEADERS REAP BENEFITS Source: Gartner Research, “Leading on the Edge of Chaos”, 2013, Emmet Murphy and Mark Murphy) Companies that prioritize customer experience generate 60% higher profits than competitors 60%
  26. 26. CX LEADERS REAP BENEFITS Source: Bain & Company Study Increase in Company Value = Increase in Customer Retention 10% 30%
  27. 27. CX LEADERS REAP BENEFITS multi-channel journey.occur during a multi-event, of all customer interactions More than 50% And the number of digital touch points is growing 20% annually... Source: McKinsey & Co. studies, 2013 and 2015
  28. 28. CX LEADERS OUTPERFORM THE MARKET Customer Experience Leaders 107.5% S&P 500 Index 72.3% Customer Experience Laggards 27.6% CumulativeTotalReturn 120% 100% 80% 60% 40% 20% 0% 8-year stock performance of customer experience leaders vs. laggards vs. S&P 500 (2007-2014) Source: Watermark Consulting, 2015 study
  29. 29. 3 KEYS TO TRANSFORMING PATIENT JOURNEYS 1. Differentiate with content-driven marketing 2. Use digital to deliver frictionless experiences 3. Promote a “customer-in” mentality
  30. 30. DIFFERENTIATE WITH CONTENT
  31. 31. DIFFERENTIATE WITH CONTENT
  32. 32. DELIVER FRICTIONLESS EXPERIENCES “We focused on removing friction for customers,” he explains. “How to bring digital and put it in the context of the customer experience.” – Abhi Dhar, SVP & CIO of Walgreens
  33. 33. DELIVER FRICTIONLESS EXPERIENCES + +=6x += = 4x 1x $
  34. 34. THINK “CUSTOMER-IN”
  35. 35. THINK “CUSTOMER-IN”
  36. 36. THINK “CUSTOMER-IN” Jack and Jill exam roomMayo Clinic’s Jack and Jill conversation room
  37. 37. Transformation Approach
  38. 38. ENTERPRISE TRANSFORMATION TOUCH POINTS JOURNEYS BRAND PERCEPTIONS TEAMS PROCESSES SYSTEMS Insights Experiences Taking an “outside-in” view of the organization Encouraging customer empathy among teams
  39. 39. ENTERPRISE TRANSFORMATION TOUCH POINTS JOURNEYS BRAND PERCEPTIONS TEAMS PROCESSES SYSTEMS Insights Experiences Customer Experience Maturity: How effective you are at using customer insights to create, deliver and sustain differentiating experiences
  40. 40. TRANSFORMATION STRATEGY PROCESS Context & Capability Insights Vision & Goals Strategy & Experience Modeling Road Map & Execution Planning 1 2 3 4 • Gather insights • Size up capabilities • Analyze gaps and opportunities • Frame challenges and objectives • Develop digital vision and high level goals • Identify key initiatives • Define technical and operational requirements • Develop business case for investment • Prioritize initiatives based on effort and impact Execution & Optimization
  41. 41. TRANSFORMATION STRATEGY PROCESS Context & Capability Insights Vision & Goals Strategy & Experience Modeling Road Map & Execution Planning 1 2 3 4 • Gather insights • Size up capabilities • Analyze gaps and opportunities • Frame challenges and objectives • Develop digital vision and high level goals • Identify key initiatives • Define technical and operational requirements • Develop business case for investment • Prioritize initiatives based on effort and impact Execution & Optimization
  42. 42. customer insight strategy design process A CXIQ MATURITY ASSESSMENT CREATE customer experiences
  43. 43. operations enabling technologies A CXIQ MATURITY ASSESSMENT measurement customer insight strategy design process DELIVER customer experiences
  44. 44. CXIQ MATURITY ASSESSMENT operations measurement customer insight strategy design process culture enabling technologies CREATE, DELIVER & SUSTAIN customer experiences
  45. 45. CXIQ MATURITY ASSESSMENT Level 1: Uncommitted Level 2: Engaged Level 3: Dynamic Level 4: Differentiated operations measurement customer insight strategy design process culture enabling technologies
  46. 46. MAP KEY CUSTOMER JOURNEYS Journey Type Customer Objectives Company Objectives Product Discovery • Explore features, benefits and pricing to help me become informed and create a budget • Drive awareness, consideration and engagement
  47. 47. MAP KEY CUSTOMER JOURNEYS Problem Resolution Journey Type Customer Objectives Company Objectives Product Discovery Purchase On-boarding • Explore features, benefits and pricing to help me become informed and create a budget • Drive awareness, consideration and engagement • Transact effortlessly, confidently • Develop and maintain trust • Collect payment accurately • Drive revenue goals • Take the first step, learning as I go at my own pace • Acquire the right customer • Engage them and expose them to product options • Accomplish a task on my own • Troubleshoot a problem and resolve it quickly and easily • Reduce service costs • Teach self-help over time
  48. 48. MAP YOUR PROVIDERS’ JOURNEY TOO 48
  49. 49. ORG DESIGN ONCE FAVORED SILOS... In-storeOnlineProduct SupportMarketing Stand-alone touch points offer efficiency at the expense of customer experience
  50. 50. ...BUT TODAY, SILOS INHIBIT JOURNEYS In-storeOnlineProduct SupportMarketing Silos become barriers as technology enables customer transactions across the enterprise
  51. 51. Self-Service Problem Resolution Product Discovery Purchase JOURNEY MAPPING DRIVES INSIGHT TYPES OF JOURNEYS In-storeOnlineProduct SupportMarketing Source: McKinsey & Co, 2013 ORGANIZATIONAL SILOS
  52. 52. JOURNEY-LED TRANSFORMATIONS... 15 Improve Customer Satisfaction Fuel Revenue Growth Upsell & acquisition Lower Costs to Serve Engage Employees to % UP UP DOWN 20 % 20% 20% to 30% UP Source: McKinsey & Co., 2014 15 to % 20 %
  53. 53. Patient and Member 360
  54. 54. 54 Develop Products & Services Firm Value = Present Value of Cash Flows Generated from Customers Customer Centric Strategy & Performance Company Focused Customer Focused
  55. 55. 55 • Transform passive recipients of care into active participants in care • Use data insights to motivate and incentivize changes in consumer behavior • Better insight into patient/member “conversion” and reasons for attrition • Deeper understanding of patient and population needs for tailored campaigns • Visibility into patient/member behavior including digital and mobile adoption • Superior patient/member satisfaction and higher loyalty • Consistent customer experience across channels Patient/Member 360 Strategy = Higher Revenues by Leveraging “Grow With Me” Opportunities
  56. 56. 56
  57. 57. 57
  58. 58. 58
  59. 59. Social Networks Householding Internet Avatars Business Name/Address Email Product/Services Consumer Contact Preferences Legal Contact Preferences Knowledge Based Key External Keys Psychographics Employment Census Market/ Economic Safety and Security Financing Purchases/ Ownership Income Savings and Investments Hard Assets Employment Assets and Income External Affiliations Grouping Interests Demographics Dynamic Demographics Preferences Demographics Biometrics Static Demographics Name Personal Name/Address Phone Contact Information Ratings & Reviews Subscriptions Requests / Uploads/Downloads Call Center Infotainment Observed Actions Blogging 59
  60. 60. Analyze Strategize ExecuteMonitor Respond 60 Patient/ Member 360
  61. 61. 61 LEARNING BY EXAMPLE
  62. 62. 62 Data Analytics Collect internal data sources Collect external data sources Data mining Segmentation Understanding Consumer Patterns Model Creation Offer Optimization STEP 1: ANALYZE
  63. 63. 63 Organization Strategy Marketing Strategy IT Strategy Strategic Service Line/BU Strategy Digital Strategy Content Strategy Social Strategy Mobile Strategy Loyalty Strategy Mission & Vision STEP 2: STRATEGIZE
  64. 64. STEP 3: EXECUTE Information Search • Facebook • Pinterest • Twitter • YouTube • Search Engines Search Results • Content Hubs • Blogs Content • Health Information Library • Symptom Tracker • Health Quizzes • Blog Posts • Chronic Condition Management Tools Conversion • Schedule a Class • Find a Provider • Find a Location • Make an Appointment
  65. 65. • Develop a bond between your identity and the potential new patient • Consumer has been successfully converted to a patient • Create familiarity • Create favorability • Utilize conversion tools • Promote your top service lines • Engage consumers with content • Use web content to drive awareness STEP 4: MONITOR Identify Prospect Create Awareness Convert Relate Earn 100% 70% 40% 30% 20%
  66. 66. PAVING THE PATH TO HEALTHCARE EVERYWHERE Time patient spends in a clinical care setting 1 % Time that determines how healthful patients stay 99 % 350,000 7,000,00 0 2013 2018 Telehealth Use Worldwide
  67. 67. Enhancing the Consumer Experience with Sitecore
  68. 68. 68 • A/B Testing 1% 6% ? • Rules Based Personalization 2% 19% ? • Predictive Personalization 2% 12% ? • Engagement Automation 2% 8% ? (Average of syndicated research) Low Moderate Source: Sitecore review of multiple non-Sitecore research studies High IMPROVEMENTS FROM DATA-DRIVEN MARKETING
  69. 69. 69 THIS IS WHERE YOU START Relevant In The Moment Behavior
  70. 70. 70 Connect Connect Connect In The Moment Behavior Profile Data History Connections Integration THIS IS WHERE YOU ARE HEADING
  71. 71. 71 WHERE YOU WANT TO GO – KNOW YOUR CUSTOMER!
  72. 72. 72 The Solution QUALITYCARE™ Personalized Multi-Channel Dialog Program
  73. 73. 73 LEO PHARMA - PERSONALIZED DELIVERY QUALITYCARE™ QualityCare™ features: – Self assessment: functional and emotional – Personalized contextual delivery – Omni-channel: web, social, email, print, text, phone – Nurse interaction: trigger and interval based
  74. 74. 74 This landing environment allows the patient to select their disease area of interest. ALL PATIENTS ARE WELCOME
  75. 75. 75 SELF PROFILING The user is asked to specify their functional needs. Emotional needs are introduced according to level of engagement. Self profiling drives the dialogue plan. LaptopProfiling SMS EMAIL Magazine Personalized Components Nurse
  76. 76. 76 PERSONALIZED WEBSITE Explicit needs Implicit needs LaptopProfiling SMS EMAIL Magazine Personalized Components Nurse
  77. 77. 77 SMS TOUCH POINT Patient Profile #1 Patient Profile #2 LaptopProfiling SMS EMAIL Magazine Personalized Components Nurse
  78. 78. 78 EMAIL TOUCH POINT Patient Profile #2 Patient Profile #1 LaptopProfiling SMS EMAIL Magazine Personalized Components Nurse
  79. 79. 79 PERSONALIZED MAGAZINE Patient Profile #1 Patient Profile #2 Magazine has a front cover, table of contents, introduction, four two page articles, and a back cover. All personalized to the individual. LaptopProfiling SMS EMAIL Magazine Personalized Components Nurse
  80. 80. 80 NURSE INTERACTION Trigger based and at specific intervals. Push content into all channels. LaptopProfiling SMS EMAIL Magazine Personalized Components Nurse
  81. 81. 81 SITECORE CAPABILITIES USED • Multi-channel context-based delivery • Predictive personalization • Email and text engagement • CRM and social integration • Engagement automation • Personalized print (PXM)
  82. 82. 82 CRAWL, WALK, RUN, FLY “Customer experience management is no longer an option,… Read this book today, and prepare your business for a superlative tomorrow.” - Scott Liewehr, President, Digital Clarity Group “This eye-opener should be read by all brands. It gives a comprehensive look at why customer intelligence needs to be at the center of any digital marketing strategy…” - Michelle Accardi-Petersen, CMO, Star2Star Communications “Engaging. Connecting. Words to survive and prosper by.“ - Jeff Cotrupe, Frost & Sullivan www.ConnectTheExperience.com
  83. 83. 83 CONNEC WITH PERFICIENT • Twitter.com/Perficient_HC • Blogs.perficient.com/Healthcare • Linkedin.com/company/perficient
  84. 84. 84 QUESTIONS? PLEASE ENTER ANY QUESTIONS IN THE CHAT BOX IN THE LOWER LEFT.

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