breakout session healthcare consumerism · cardiology health risk assessment campaign reaching our...

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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

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Consumerism in Healthcare The changing landscape of healthcare

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Expectations Are Shaped Everyday

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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

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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)

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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)

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Taking a holistic view

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About us

•  Gulf Coast Leader

•  28 hospital system

•  Patients from 50 states, 90 countries

•  900 group practice physicians

•  17,000 employees

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Ochsner’s Consumerism Goals

Provide convenient and easy access to care

Deliver transparent information for decision-making

Transform care through digital health

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Deep consumer insights through data and research

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Ochsner’s Approach How Ochsner partnered with Healthgrades to tackle consumerism

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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

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“The Science” of Segmentation Analysis Phase 1

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“The Science” of Segmentation Analysis Phase 1

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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

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Value Concentration of Ochsner Households

40

% of households

60 94

% reimbursements

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Revenue per household All households within segment

Value Concentration by Segment

Segment

$

I F D E C H G B A J

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Segment Persona Example

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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

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Market Strategies

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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!

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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

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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.

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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

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Phase 2 “The Art” of Journey Mapping

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“The Art” of Journey Mapping Phase 2

One-hour in-depth interviews with existing and potential Green Segments

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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

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Questions?

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