Content + HCAHPS Scores = Excellence in Healthcare Ratings
Jun 02, 2015
Content + HCAHPS Scores = Excellence in Healthcare Ratings
Presenters
Kimberly Morgan, Senior Marketing StrategistBlueSpire Strategic Marketing
Susan Garofano, RN, BSN, ONCClinical Nurse EducatorHealthEast Orthopaedic Care
What You Can Expect to Learn:
How a content strategy can help improve healthcare ratingsHow to create a successful content strategy development processHow to develop “message maps” for your audienceThe best ways to build a tactical content planHow a marketing content strategy applies to clinical patient education and improvement of HCAHPS Scores
Best Practice Case Study
Content Strategy Approach
Strategy
Workflow and
Delivery
Create
Govern
Content Audit
ProcessIdentify key goals and objectives you wish to obtain from a content strategyEstablish scope of content audit and strategyObtain assets and conduct auditAnalyze competitive research and industry best practicesDevelop Executive Summary Report and RecommendationsCreate a “Message Map” by audience and
service lineStructure strategic and tactical plan recommendations
Identified Goals for HealthEast Orthopaedic Care
Improve patient clinical
outcomes
Decrease readmission
rates
Achieve exceptional
patient satisfaction
scores
Empower patients during
their care delivery process so they understand what
is expected before, during and after their hospitalization
GOALS ACHIEVED!
Content Audit
Content Audit
Identified GoalChannelKey MessagesPurpose
(Training, Pt. Ed, Call to Action or Promo)
Goal AlignmentDistribution/ReachCross-OrganizationBudget Allocation Rating
Executive Summary and Recommendations
Key Components:SummaryContent Audit FactorsRating SystemFindings of Audit
StrengthsWeaknessesDistinct Gaps
RecommendationsBest Practices
Next Steps
Message Map, Tactical Plansand Execution of Strategy
Message Map Creation
Message Map created by target audience and specific goal(s).Content process = Create, Curate and Influence
Content Tactical Plan
Target AudienceGoal(s) to InfluenceContent OutlinedTacticExecution & ReachTimelineBudget ImplicationMeasurementOutline of Success
Content Creation and ExecutionCreation of content in a variety of channels
Best Practice Case Study:HealthEast Orthopaedic Care
Patient Education ProcessDirect mail to patients scheduled for surgeryTotal Joint Replacement Program
80 – 85% of patients attend class15 – 20% of patients complete class online
Daily activities/communications during hospital stayRecap of care – discharge processNurse check-in calls 24 hours after discharge
Status checkHome care
3-Month Post-Op Lunch BunchAdvocate recruitment
Recruitment of PatientsPurpose of Class
The goal of the Total Joint Replacement Class is to have patients understand what is expected before, during and after their hospitalization.
Ultimate goal is to improve patient outcomes and decrease readmission rates.
Total Joint Replacement Class OutlinePreparing a patient’s homePreparing your body for surgeryWhat to expect during your hospital stay
Day of surgeryDaily activitiesPain managementMobility
Preparing for going homeHow to prevent complicationsPhysical therapy – Joint CampOccupational therapyCare management
Total Joint Replacement Program Materials
Patient bookletDVDs for surgery specific informationWeb based class and materialsVideoVirtual tours
Daily Activities Materials
Recruitment
Communications
Total Joint Replacement Program
Daily Activities Communications
In-house group rehabilitation
Discharge Materials and
Recap of Care
Review program information
Daily activities information
Pain management
Therapy plan and follow-up appointments
24 Hour Follow-up
Status Check
Home Care
3 Month Post-Op Lunch Bunch
Patient Ambassadors
Orthopaedic Lunch Bunch
Orthopaedic patients Share their experiencesMeet with care staffTalk about where they are currently with their activitiesAccess to additional resourcesEnjoy lunch together and make connections
HealthEastEngages patients Retains patients and family members as Ambassadors to the program and healthcare system
Outcomes
National Average Readmission Rate: 8.3%*
HealthEast Orthopaedic Readmission Rate
Primary knee and hip replacement: 2.77%Primary knee and hip/partial knee/revision:
3.15%
*As referenced in US National Library of Medicine National Institutes of Health.
Summary
Delivering content to your patients throughout the decision and health education cycle is essentialConnect with your patients in the way they want to receive informationEmpower them to be advocates for their careEngage your patients in an ongoing relationshipIncrease patient satisfaction and loyalty
Improve HCAHPS Scores!
Questions
Thank You!