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Page 1 NRC Picker North Carolina Regional Networking Event Winston-Salem, NC| August 16, 2012 www.nationalresearch.com When Worlds Collide: Long-Term Care vs. Consumerism www.nationalresearch.com Presenters Ryan Donohue Corporate Director of Program Development [email protected] Rich Kortum Director, Strategic Partnerships [email protected] www.nationalresearch.com The Healthcare Consumer State of Mind
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Page 1: When Worlds Collide: Long-Term Care vs. Consumerism kortumachca - nrc... · When Worlds Collide: Long-Term Care vs. Consumerism ... Long Term Care/Nursing Homes ... Assisted / Independent

Page 1NRC Picker North Carolina Regional Networking Event

Winston-Salem, NC| August 16, 2012

www.nationalresearch.com

When Worlds Collide: Long-Term Care vs. Consumerism

www.nationalresearch.com

Presenters

Ryan DonohueCorporate Director of Program [email protected]

Rich KortumDirector, Strategic [email protected]

www.nationalresearch.com

The Healthcare Consumer

State of Mind

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Page 2NRC Picker North Carolina Regional Networking Event

Winston-Salem, NC| August 16, 2012

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The Healthcare Consumer State of Mind

• We are no longer on the tipping point of consumer-driven healthcare

• We are now finally starting to grasp the importance of building a 1:1 relationship

• We are dangerously unprepared to engage healthcare’s fastest growing payers over the long-term and in meaningful ways

www.nationalresearch.com

The Healthcare Consumer State of Mind

• Since 2012, National Research embarked on a “blue sky exercise” to qualitatively research the consumer view of healthcare

• 176 consumers in 48 states participated in focus groups

• 111,448 consumers polledthrough national survey

• Results in NRC white paper

www.nationalresearch.com

The Healthcare Consumer State of Mind

Healthcare consumerswant healthcare

companies to stop acting like

healthcare companies.SOURCE: NRC’s Blue Sky Exercise, 2012-2013

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Page 3NRC Picker North Carolina Regional Networking Event

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What’s Wrong with Healthcare?

• Providers play a key role in what consumers describe as “the healthcare maze”

• Providers wrongly position as healers of the sick/dying

• Consumers believe they can “opt out” of the maze

• Consumers turn elsewhere for essential information

• Consumers seek a partner who will empower personal health and providers seek to fulfill this promise –however the two parties could not be further apart

SOURCE: NRC’s Blue Sky Exercise, 2012-2013

www.nationalresearch.com

SOURCE: NRC’s national consumer survey, April 2013, n size = 23,105, Top 2 Box responses only

13

24

26.4

26.9

29

36.2

48.6

67.1

67.7

73.4

Your Government (Fed & Local)

Long Term Care/Nursing Homes

Health Insurance Companies

Fitness/Health Companies

Home Health Services

Your Employer

Hospice/End of Life Services

Pharmacies

Hospitals

Doctors/Nurses

How would you rate your overall trust and confidence in the following:

Who Do Consumers Trust the Most?

www.nationalresearch.com

SOURCE: NRC’s national consumer survey, 2013, n size = 21,984

Consumer Perception Re: LTC use

41%

16%

26%

10% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

(1) Not at allLikely

(2) (3) (4) (5) Very Likely

Fre

qu

ency

%

Response

In the future, how likely is it that you or a household member will need the services of a skilled nursing facility (including nursing homes) on either a temporary or long-term basis?

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Page 4NRC Picker North Carolina Regional Networking Event

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SOURCE: NRC’s national consumer survey, 2013, n size = 21,984

Consumers on Future Long-Term Care Use

6%10%

13%20%

52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Less than ayear

0 to 3 years 2 to 5 years 4 to 10 years More than 10years

Fre

qu

ency

%

Response

When do you anticipate needing any such services?

www.nationalresearch.com

Where PerceptionMeets Reality

www.nationalresearch.com

VIRTUAL EXPERIENCEVIRTUAL EXPERIENCE

TRUE TRANSPARENCYTRUE TRANSPARENCY

PROVIDING HEALTHCAREPROVIDING HEALTHCARE

Where Perception Meets Reality

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Page 5NRC Picker North Carolina Regional Networking Event

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• 87% of Americans use the internet regularly

• 39% have visited WebMD.com

• 22% have visited a local provider website

• 35% of consumers are likely or very likely to prefer a healthcare provider following a website visit

SOURCES: National Research Corporation’s Market Insights survey, n size = 231,482, PEW Research Center, 2014, n size = 857

Virtual Experience: Web = Virtual Frontline

www.nationalresearch.com

What form of social media do you use as a source of health information?

SOURCE: National Research Corporation’s Market Insights survey, n size = 231,482

3%

4%

5%

13%

14%

16%

24%

41%

81%

FourSquare

Vine

Other

Instagram

LinkedIn

Pinterest

Twitter

YouTube

Facebook

Virtual Experience: A Social & Mobile Play

55%trust or highly trust

information received from hospitals via social media sites

55%trust or highly trust

information received from hospitals via social media sites

www.nationalresearch.com

• 22% of consumers have used a mobile device to seek health info/resources

• 25% anticipate using a mobile device to seek health info/resources next year

• 18% prefer to interact with a provider exclusively via mobile device

SOURCE: National Research Corporation’s Market Insights survey, n size = 231,482

Virtual Experience: A Social & Mobile Play

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Page 6NRC Picker North Carolina Regional Networking Event

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Social & Mobile Create Relationships

www.nationalresearch.com

73 percent view online ratings/reviews before purchasing a product/service

– 83 percent of 18-34 years old

– 82 percent of 35-44 years old

– 69 percent of 45-64 years old

– 52 percent of 65+ years old

SOURCE: National Research Corporation’s Digital Decision Maker study, 2015, n size = 3,002

Older Americans More Connected

www.nationalresearch.com

True Transparency: Consumers Want More

• Consumers seek transparency from the ever-opaque healthcare industry

• Only 6 percent visited Nursing Home Compare (13% visit Hospital Compare)

• Out of pocket costs doubled from 2003 to 2013 – and could double again for the average consumer

SOURCE: CNN Money, Kaiser Family Foundation, Credit Suisse, 2012-2013

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24

62.7

13.3

Don't Know

No

Yes

Do you believe healthcare providers are upfront and transparent about the prices of the healthcare services

they provide to patients?

SOURCE: NRC’s Market Insights national survey, n size = 21,824

Healthcare Lacks Price Transparency

www.nationalresearch.com

• Consumers must be aware of out-of-pocket costs

• Providers should consider offering/promoting payment plans, credit options and loyalty programs

• Long-term care is an area of great opportunity for price transparency and price differentiation

• Consumer-centric providerswill embrace price as an external benefit and aninternal bellwether

True Transparency is an Opportunity

www.nationalresearch.com

• Transparency is more than a pricing paradigm

• Consumers seek to better understand entire payment process – including their options

• Consumers want empowerment through information

• Consumers cannotdetermine ‘value’without ‘pricing’AND ‘quality’information

True Transparency is More than Price

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Page 8NRC Picker North Carolina Regional Networking Event

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Providing Healthcare: Stretching Ourselves

• The future long-term care provider will be tasked with a dual purpose to the consumer: care for the sick and the healthy

• Long-term care providers will be judged based on their ability to deliver health services as well as healthcare

• Even the word “health” is seen far differently from the word “health care”

www.nationalresearch.com

www.nationalresearch.com

Providing Healthcare = Opportunitie$

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Page 9NRC Picker North Carolina Regional Networking Event

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Providing Healthcare: Stretching Ourselves

• No matter the setting there is a place for healthcare in the midst of healthcare

• Resident quality of life is driven by more than just clinical considerations

• Staff stress plays heavily into the health equation for long-term care

www.nationalresearch.com

Consumers RE: Triple Aim

SOURCE: NRC’s national consumer survey, 2014, n size = 24,103

2.7

5.9

6

3.6

13.3

13.9

40.6

60.4

59.1

34.4

14.5

14.9

18.8

5.9

6.1

0 20 40 60 80 100

Cost

Quality

Access

When considering changes in healthcare, will the following increase, decrease, or stay the same in the coming year?

Increase greatly

Increase somewhat

Stay the same

Decrease somewhat

Decrease greatly

www.nationalresearch.com

Perception vs

Reality

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Page 10NRC Picker North Carolina Regional Networking Event

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What is Reality???

132426.426.929

36.248.6

67.167.7

73.4

Your Government (Fed &…Long Term Care/Nursing…

Health Insurance…Fitness/Health Companies

Home Health ServicesYour Employer

Hospice/End of Life…Pharmacies

HospitalsDoctors/Nurses

How would you rate your overall trust and confidence in the following:

SOURCE: NRC’s national consumer survey, April 2013, n size = 23,105, Top 2 l

www.nationalresearch.com

Reality in LTC

86%

87%

87%

88%

88%

89%

89%

Resident Family Short-Stay Discharge

88%

87%

89%

88% 88%

89%

Customer ExperienceSkilled Nursing

Overall Satisfaction Willingness to Recommend

www.nationalresearch.com

Reality in LTC

89%

90%

90%

91%

91%

92%

92%

AL Resident AL Family IL Resident

90% 90%

92%

90% 90%

91%

Customer ExperienceAssisted / Independent Living

Overall Satisfaction Willingness to Recommend

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Skilled Nursing Resident

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

Skilled Nursing Resident

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

What Matters Most

Nation’s Skilled Nursing Residents Say:

1. Care (Concern) of Staff

2. Competency of Staff

3. Responsiveness of Management

4. Choices/Preferences

5. RN/LVN/LPN Care

SOURCE: NRC’s 2015 My InnerView national survey

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Page 12NRC Picker North Carolina Regional Networking Event

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Skilled Nursing Family

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

Skilled Nursing Family

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

What Matters Most

SOURCE: NRC’s 2015 My InnerView national survey

Nation’s Skilled Nursing Families Say:

1. Care (Concern) of Staff

2. Competency of Staff

3. Choices/Preferences

4. Responsiveness of Management

5. RN/LVN/LPN Care

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Page 13NRC Picker North Carolina Regional Networking Event

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Skilled Nursing Short-Stay Discharge

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

Skilled Nursing Short-Stay Discharge

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

What Matters Most

Nation’s Discharge Patients Say:

1. Care (Concern) of Staff

2. Competency of Staff

3. Choices/Preferences

4. Responsiveness of Management

5. Quality of Medical Care

SOURCE: NRC’s 2015 My InnerView national survey

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Page 14NRC Picker North Carolina Regional Networking Event

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Assisted Living Residents

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

Assisted Living Residents

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

What Matters Most

Nation’s Assisted Living Residents Say:

1. Responsiveness of Management

2. Choices/Preferences

3. Comparison of Charges

4. Competency of Staff

5. Care (Concern) of Staff

SOURCE: NRC’s 2015 My InnerView national survey

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Page 15NRC Picker North Carolina Regional Networking Event

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Assisted Living Family

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

Assisted Living Family

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

What Matters Most

Nation’s Assisted Living Families Say:

1. Responsiveness of Management

2. Choices/Preferences

3. Comparison of Charges

4. Competency of Staff

5. Care (Concern) of Staff

SOURCE: NRC’s 2015 My InnerView national survey

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Independent Living Resident

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

Independent Living Resident

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

What Matters Most

Nation’s Independent Living Residents Say:

SOURCE: NRC’s 2015 My InnerView national survey

1. Home-Like Atmosphere

2. Responsiveness of Management

3. Commitment to Independence

4. Care (concern) of Staff

5. Responsiveness of Staff

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Closing the“Brand” Gap

www.nationalresearch.com

BRAND EXPERIENCE

Bridge #1: Understanding Brand Equity

www.nationalresearch.com

Presentation & appearance

Way-finding

Cleanliness

Care environment

Quality of Care Setting

Online marketing

Website

Social media

Mobile marketing

DIGITAL CHANNELS FACILITY

BUSINESS AND COMMUNICATION TOOLS

Advertising

Public Relations

Collateral

Direct mail

Publications

Forms

Patient bills

Staff attitude

Staff knowledge

Employee satisfaction

Organizational culture

Service response & follow-up

EMPLOYEE AND RESIDENT INTERACTION

OVERALLBRANDEQUITY

The Components of Brand Equity

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• The gut feeling others have about us

• What keeps the customer coming back

• The reason our employees enjoy their jobs

• Our most important asset

What is a Brand?

www.nationalresearch.com

• Slogans, jingles, logos, pretty pictures, etc.

• A waste of money during challenging times

• Something only Marketing worries about

• A luxury for the most affluent hospitals

What is NOT a Brand?

www.nationalresearch.com

Brand Relationship Spectrum

Shadow Endorser

Not Connected

TokenEndorser

StrongEndorser

Co-Drivers

MasterDriver

DifferentIdentity

SameIdentity

BrandedHouse

Sub-Brands

EndorserBrands

House ofBrands

BrandRelationship

Spectrum

SOURCE: HBR, 2004

Saturn(GM)

Lexus(Toyota)

EmbassySuites(Hilton)

Courtyardby Marriott

SonyBravia

HP Deskjet

BMWNissan Japan,Nissan USA

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Brand Relationship Spectrum

• Is there logic behind your brand architecture?

• Does your brand architecture fit who you are?

Are ALL services and resources identified?

Are ALL services and resources clearly tied together?

Are consumers able to follow your brand architecture?

• Is your brand ready for rapid consolidation?

www.nationalresearch.com

Bridge #2: Rethinking ‘Experience’

• The physical plant is the least familiar component to most consumers (and potential residents)

• Expand the value of the physical experience through traditional and digital marketing

• The web is where the adult child is making decisions on where to tour & consider

• Online experiences break the bonds of traditional healthcare perceptions and expectations

www.nationalresearch.com

Streamlining via System Approach

• Healthcare is inherently confusing

• Consumers seek a 1:1 relationship w/ providers

• Consumers value “systemness”:

• 65 percent said they were more likely to choose a provider that is part of a system

• 31 percent said it makes no difference

• 4 percent said they were less likely to choose a provider that is part of a system

SOURCE: NRC’s national Market Insights survey, Dec 2012, n size = 21,379

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Creating Pre-Experience Value

• Consumers have warmed to scalable resources

• Consumers are increasingly trusting of technology (including electronic health records)

• Ignoring the opportunity to build a “virtual long term care brand” comes at great peril in the age of the online customer

• Healthcare’s sluggish tech adoption provides opportunities to providers willing to invest

www.nationalresearch.com

The Value of Simplified Communications

• Simplifying communications means maximizing budget efficiency

www.nationalresearch.com

Bridge #3: Resourcing the Experience

• The experience is only as strong as those who deliver it

• There is no admirable brand which does not have engaged employees

• Employees play the most visible role in the delivery of the experience – yet they are often excluded from the equation of value

• Employees are the cornerstone of the culture

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The Mission/Vision/Values Factor

MISSION

VISION

VALUES

EXPERIENCE

Why do we exist?

Where are we going?

What behaviors will get us there?

The benefactor of all of the above

www.nationalresearch.com

• Measurement allows understanding of the perceptions, needs and motivations of customers

• Measurement mitigates ‘vacuum thinking’

• Reveals insightful trends & predicts drivers of future consumer and employee behavior

• Without measurement, assumptions grow, decision-making suffers and inactivity thrives

Bridge #4: Measuring the Experience

www.nationalresearch.com

• Monitor the overall perception of your organization, including those in the community

• Considering measuring the following:– Consumer awareness of your brand– Consumer sentiment on your brand’s image & quality– Consumer loyalty toward using and recommending your brand

• Measurement makes the intangible tangible

• If it cannot be measured it does not exist!

The Many Facets of Measurement

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What Influences the Customer Decision?

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Reason for Choosing

32% 28% 30%35% 38% 42%

29%

22%25%

27% 24%22%

15%

22%

24%4% 5% 2%

9% 13%9%

12%17% 18%

3% 3%4%

1%

1% 0%

12% 12% 8%

20%15% 16%

0%

20%

40%

60%

80%

100%

120%

SNF Fam SNF Resident SNf Discharge AL Family AL Resident IL Resident

Convenient location Good reputation Doctor or hospital Relative or friend Insurance requirement Other reason

SOURCE: NRC’s 2015 My InnerView national survey

www.nationalresearch.com

Reason for Choosing

32% 28% 30%35% 38% 42%

29%

22%25%

27% 24%22%

15%

22%

24%4% 5% 2%

9% 13%9%

12%17% 18%

3% 3%4%

1%

1% 0%

12% 12% 8%

20%15% 16%

0%

20%

40%

60%

80%

100%

120%

SNF Fam SNF Resident SNf Discharge AL Family AL Resident IL Resident

Convenient location Good reputation Doctor or hospital Relative or friend Insurance requirement Other reason

SOURCE: NRC’s 2015 My InnerView national survey

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• Long-term care providers must be willing to adopt a consumer point of view

• Becoming a provider of health & healthcare means understanding the consumer & resident

• Consumers want more than simply healthcare and they are searching for a 1:1 health relationship

• Consumers are sending providers across the country a message: what’s important to me is changing – can you say the same?

Future State of Healthcare Consumerism

www.nationalresearch.com

Evidence

Relevance

Consequence

Action

Your performance is quantified by an outside party.

Your performance is matched to the performance of others.

You process the potential negative effects of poor performance.

You take action to avoid unwanted consequences.

The Feedback Loop

www.nationalresearch.com

Questions???