American Marketing Association, Executive Summit

Engaging Your Patients & Community

in Healthcare Reform Efforts

Engaging Your Patients & Community

in Healthcare Reform Efforts

Presentation to American Marketing Association Executive Summitat Mayo Clinic, March 31-April 1, 2014

Suzanne Hendery, Vice President, Marketing & CommunicationsBaystate Health, Springfield, MA [email protected]

The importance of Asking, Listening and Delivering a consistently excellent experience

We ask ourselves…We ask ourselves…

What organization would design products and systems without asking its What organization would design products and systems without asking its customers what is important to them?customers what is important to them?

Some of the ways we are engaging patients and community members in health care reform efforts:Some of the ways we are engaging patients and community members in health care reform efforts:•Patient & Family Advisory CouncilsPatient & Family Advisory Councils•Employee Advisory CouncilEmployee Advisory Council•Loyalty Clubs: Seniors, Women, MDsLoyalty Clubs: Seniors, Women, MDs•Mini-Medical SchoolMini-Medical School•Patient Experience designPatient Experience design•Message testingMessage testing

Considerations for the futureConsiderations for the future

3

The Baystate Health Listen, Learn & Loyalty Model

The Baystate Health Listen, Learn & Loyalty Model

#3 ESCALATE#4 ACT#5 EVALUATE

#6 HARDWIRE #1 GATHER #2 FILTER

The L3 ModelUses customer focused data to make decisions and provide continuous feedback. The voice of the customer is the single most important piece of market intelligence.

Patient & Family Advisory CouncilsPatient & Family Advisory Councils

Proactively offers advice, information and recommendations on planning, policies, and Proactively offers advice, information and recommendations on planning, policies, and procedures. procedures.

This group provides leadership with an enhanced understanding of how to improve quality, This group provides leadership with an enhanced understanding of how to improve quality, program development, service excellence, communications, patient safety, facility design, program development, service excellence, communications, patient safety, facility design, patient and family education, staff orientation and education and patient/family satisfaction patient and family education, staff orientation and education and patient/family satisfaction and loyalty.and loyalty.

Mass DPH Amendment to 105CMR 130.000 Hospital Licensure, 3/30/2009

Loyalty Clubs; Women, SeniorsLoyalty Clubs; Women, Seniors

Senior Class began: 1990 Members: 23k, 55+ men and women, region-wide, hospital basedStaff: 1 FTE & volunteers

Spirit of Women began: 2000Members: 15k, women of all ages, region-wide, hospital based.

Goal: Inform, engage and enroll important market segment with programs, services, staff, and provide social opportunities.

Costs: $5-$7 per member, total budget for each program: approx. $120,000 includes staff. Programs are “self supporting” with sponsorships.

Benefits to members: newsletter (print and email) with programs with MDs, RNs at each location, social events, relationship with 1 person who cares, a community, discounts.

Major benefit to Medicaid Managed Care program, Marketing, Development, Legislative Affairs, Volunteers, Community Relations

Other Ways We EngageOther Ways We Engage

-Mini-Medical School, Teen Mini Medical School-Mini-Medical School, Teen Mini Medical School

-Emeritus Club for retired physicians-Emeritus Club for retired physicians

-Customer Experience design for programs, service lines, facilities-Customer Experience design for programs, service lines, facilities

-Message testing with specific group prior to launch-Message testing with specific group prior to launch

Future: Health Reform & ACO Future: Health Reform & ACO

Levels of satisfaction across the ACO continuum assume critical importance. Levels of satisfaction across the ACO continuum assume critical importance. How can we follow patient rather than the unit? How do we measure their How can we follow patient rather than the unit? How do we measure their experience over time instead of per episode.experience over time instead of per episode.

How do we maintain our brand and ensure that across the continuum everyone How do we maintain our brand and ensure that across the continuum everyone understands customer service standards, behaviors, and organizational focus on understands customer service standards, behaviors, and organizational focus on the patient?the patient?

How can we survey patients via the patient portal? and maintain response rates, How can we survey patients via the patient portal? and maintain response rates, ‘mediocre middle?”‘mediocre middle?”

Do we need a separate measurement for the family/friend?Do we need a separate measurement for the family/friend? Can we make every staff member aware and accountable, via their performance Can we make every staff member aware and accountable, via their performance

review, for the team’s quality and service measures?review, for the team’s quality and service measures? Can we account via LEAN financial reporting, the amount of $$ lost to poor Can we account via LEAN financial reporting, the amount of $$ lost to poor

quality and service? Value Based Purchasing as flaming platform for change. quality and service? Value Based Purchasing as flaming platform for change.