Page 1
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
B R E A K O U T S E S S I O N
Healthcare Consumerism How to Stay ahead of the Game
Ochsner Health System
Cara Bergendahl and Brooke Ochsner PRESENTED BY
Page 2
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
Consumerism in Healthcare The changing landscape of healthcare
2
Page 3
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
3
Expectations Are Shaped Everyday
Page 4
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
Changing Healthcare Landscape
• High Deductibles
• In 2014, 41% of consumers with healthcare plan had deductibles of $1,000 or higher, up from 10% in 2006
• Online information and transparency
• 78% search online before seeing a doctor
• Prevalence of Options
• Urgent Care, Drugstore, Retail
4
Page 5
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
5
Qualities consumers value in companies1 Healthcare is not that different
1 Participants were offered 10 qualities and asked to select 3 they thought mattered most. Source: McKinsey 2015 Consumer Health Insights survey
53 53
Providing great customer service
42 43
Delivering on expectations
37
Making life easier
37 39
Offering great value
36
Non-healthcare companies
Healthcare companies
% of respondents (N=2,255)
Page 6
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
6
Consumers Are Cost-Conscious
82%
84%
69%
56%
82%
85%
75%
64%
Millennials
Gen X
Baby Boomers
Greatest Generation
Shop around when it comes to selecting a healthcare provider (Top 2 box)
Shop around when it comes to selecting a health insurance provider (Top 2 box)
Page 7
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
7
Taking a holistic view
Page 8
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
About us
• Gulf Coast Leader
• 28 hospital system
• Patients from 50 states, 90 countries
• 900 group practice physicians
• 17,000 employees
8
Page 9
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
Ochsner’s Consumerism Goals
Provide convenient and easy access to care
Deliver transparent information for decision-making
Transform care through digital health
9
Deep consumer insights through data and research
Page 10
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
Ochsner’s Approach How Ochsner partnered with Healthgrades to tackle consumerism
10
Page 11
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
11
Ochsner’s data and research process
Consumer Pain Points
Journey Mapping
Align on Objectives
Build Research Data
Analytics Insights & Initial Personas
Phase 1 “Science” Focus on known behaviors
Phase 2 “Art” Focus on attitudes/motivations
Implement Marketing and Operational Strategies
Implement Quick-Win Marketing Strategies
System Work Groups
Leverage Data Develop Hardwire Processes
Phase 3 “Activate” Implement change Implement Patient Experience Strategies
Implement Marketing and Operational Strategies
Enrich Personas
Page 12
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
12
“The Science” of Segmentation Analysis Phase 1
Page 13
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
13
“The Science” of Segmentation Analysis Phase 1
Page 14
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
14
Aligning and Analyzing Data from Various Sources Strategic Partnership with Healthgrades
Initial tracking encounter
24 months tracking period
Evaluated Behaviors: • Value • Utilization • Entry points used • Patient and household • New patients vs existing
Evaluation Approach Healthgrades
EPIC
3rd Party Consumer Data
Financial
Retail
Page 15
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
15
Value Concentration of Ochsner Households
40
% of households
60 94
% reimbursements
6
Page 16
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
16
Revenue per household All households within segment
Value Concentration by Segment
Segment
$
I F D E C H G B A J
Page 17
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
17
Segment Persona Example
Page 18
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
18
Insights
• 40% more likely to be loyal as a result of the PCP relationships.
• Geographic area of largest opportunity area
• High digital Use
• Families
• Low ER utilization rates
Page 19
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
Market Strategies
19
Page 20
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
20
Cardiology Health Risk Assessment Campaign Reaching Our Segments
Objective: Drive highly targeted new and existing patients to convert through HRA. Leading to increased utilization and contribution for cardiovascular service line.
Strategy: Using data gathered around green and yellow segments, create a specialized targeted campaign to drive completions.
Results: 300 clicks in one day and 48 completed HRA forms!
Page 21
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
21
Launching Virtual Visits Reaching Our Segments
Objective: Optimize communication of new service offering to appropriate segment(s).
Strategy: Focus on segments that would have largest interested in Virtual Visits. Develop marketing campaign with targeted messages that offer relevant benefits to appropriate segment.
Digital Engagement Likelihood
Ho
use
ho
ld U
tiliz
atio
n (
by
serv
ice
lin
e c
ate
go
ries)
Higher Lower
Higher
Seg I
Seg B Seg G
Seg A
Seg F
Seg C Seg D Seg H
0
0
0
Seg E Seg J
Virtual Visit Opportunity Segment Potential Matrix
Page 22
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
22
ER Misuse Campaign Reaching Our Segments
Objective: Use data to target non-compliant ER patients and retarget to correct care offering location.
Strategy: Identified segments with highest ER misuse. Identified non-compliant drivers.
• Segment A - 50% higher than average incidence Nicotine Dependence
• Segments B, C & D - 26% higher incidence
Coughs, Headaches, Nasal Congestion,
Rashes, etc.
Page 23
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
23
Lessons Learned
• Get the right people at the table early
• Ongoing stakeholder and sponsor check-ins
• Define scope up front
• Manage tasks closely
• Defer naming segments
• Look for quick wins to put the data into action
Page 24
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
Phase 2 “The Art” of Journey Mapping
24
Page 25
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
25
“The Art” of Journey Mapping Phase 2
One-hour in-depth interviews with existing and potential Green Segments
Page 26
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
26
Continuing the Consumerism Journey
Segmentation analytics and
follow-ups completed Mid-March
Segmentation Recommendations based on aligned
focus areas End of March
“Journey Mapping” Research
Completed End of April
Execute Key Marketing and
Customer Service Opportunities March-June
Enhance Customer
Service and Patient Loyalty
Programs
Pain Point Identification and Ranking Research
Completed
Measure Success / Test & Learn Research Implementation
Page 27
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
27
Page 28
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.
Questions?
28
Page 29
CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.