healthcare portals: 5 core items for an exceptional digital experience

© 2014 IBM Corporation

BP401: Healthcare Portals: 5 Core Items for an Exceptional Digital Experience

Michael Porter, Perficient

Mark Polly, Perficient

5 Core Items

Security

Find a Provider

Integration

Mobile

Personalization

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3

Security

Security

By Security we mean: The data is secure

The access point is secure

Setup is secure

The system will track anything that happens

on the portal

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The Data Is Secure

So the key things to do on your healthcare

portal to meet this requirement include:

Architect the portal to add multiple layers of

firewalls, etc.

Store as little PHI as possible on the portal

Make the back end data available only via a

secure api or service call

Setup trusted servers between the portal back

end systems

For external calls, setup a secure gateway

through a tool like IBM WebSphere Datapower

5

The law demands that any Personal Health Information (PHI) must be encrypted at rest.

The Access Point Is Secure

You want to grant access to the right person:

Create a secure login / profile

Consider adaptive authentication similar to what banks use

– Logging computer

– Providing security image

– Asking additional questions

– Etc.

Secure any login with https. (yes, it’s “no duh!” advice but

still important to state)

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Don’t forget that the easiest hacks may come through social engineering

Setup Is Secure

Some things to consider

Verify their identity

– Key information provided to you by snail mail

– Check on government id

– Online check of last procedure, unique id’s of that

procedure, etc.

Follow the law but don’t go overboard

– If someone is in a hospital about to have their hip

replaced and is sitting in the bed waiting for the

procedure………. They probably are that person

and you can issue a username/password

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Most Hospital or Insurance security teams worry about verifying a users identity. Their nightmare is when a non-authorized user sees someone elses data. (spouses included)

The System Will Track All Activities

Auditing may not improve security but it does

provide clues when things go wrong

You must track any writes

You must track any views of PHI

You must track proxy setup and proxy use

You should track bill payments and other non-PHI

activities

You want to track via web analytics a variety of other

site uses like find a doctor and appointment scheduling

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Both Payer and Provider need to track auditable activities like changes to plans, changes to profile, viewing of PHI, etc.

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Find a Provider

Typically the first impression of your brand

Often the most used feature

Implemented by payers and providers

Common issues we see

– Complicated Interaction

– Unsatisfying results

– Confusing Language

Why Find a Provider?

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Real Find a Provider Example – Step 1

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Real Find a Provider Example – Step 2

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Real Find a Provider Example – Step 3

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Real Find a Provider Example – Step 4

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Real Find a Provider Example – Step 5

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Real Find a Provider Example – Step 6

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Expectations

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Simple Find a Provider

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Source: healthgrades.com

Simple Find a Provider

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Simple Find a Provider

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Find a Provider – Networks

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Simplify Networks

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Simplify Networks More

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Confusing Language - Specialties

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Simplify Specialties

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Integration

Integration: The Hospital Version

Electronic Medical Record Systems

Invoice System

Find a Doctor

Schedule Appointment

Pre-registration

Classes and Events

Customer Service systems

Web Content between patient and consumer sites

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Hospitals are rushing into the sharing of data but that demands new infrastructure that may not exist.

Integration: The Payer Version

Claims

– Members

– Providers

Payments

ACO reporting

Member management systems

Authorizations

Etc.

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Payers have more extensive infrastructure but many still need a better integration layer and a common set of integration services

All too often, integration means digging out of a hole

Integration: What To Do

Healthcare Portals must have a

service layer …… or two to do

their jobs right

Portals don’t want to store data,

they want to make real time calls

Use or implement a common ESB

Use or implement a security

gateway

Web Services and RESTful

services are most common

Consider direct api calls if latency

is a concern

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Mobile

Mobile Statistics

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Used mobile web browser to

research product features

Used mobile web browser to find coupons &

deals Source: It’s official: Mobile devices surpass PCs in online retail

Companies plan

to implement location based

marketing

Source: Econsultancy, 2013

Americansbring their

phones to the bathroom

Source: Digiday, 2013

Adults have their mobile

phones within arms reach

24/7

Source: infographic

US mobile phone users that use it as the primary

device

Source: Mobile Marketing Stats

Mobile Usage Growth

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Mobile Web Sites - What do you do?

Payers

– Mobile Web Site is a must

Providers

– Mobile Web Site is a must

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If you don’t have a mobile web site, you are already behind.

What about a Mobile App

Do you need a Mobile App available through the App Stores (Apple, Google, etc)?

Will a Mobile Web Site suffice?

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Mobile Apps

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Health and Living - Mobile App Ranking1

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1 100

myCigna

MyHumana

Kaiser Permanente

Aetna Mobile

46 57 67 84

1Ranking provided by App Annie 1/4/14 (www.appannie.com)

UnitedHC

68

Medical - Mobile App Ranking1

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1 100

1Ranking provided by App Annie (www.appannie.com)

Epic MyChart

4

Anthem BCBS

68

Medical - Mobile App Ranking

39

101 200

Mayo Clinic

106

Medical - Mobile App Ranking

40

201 300

Novant Health

269

Medical - Mobile App Ranking

41

301 400

Cleveland Clinic Today

369

Medical - Mobile App Ranking

42

701 800

Spectrum Health

730

Medical - Mobile App Ranking

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801 900

Florida Hospital ER

Wait

818

Mobile App - What do you do?

Payer

– You probably need a mobile app

– Take advantage of location services for Rx, Find a Provider

Provider

– Major health system – leverage the large number of potential users to provide a mobile

app

– Others consider specialized mobile app targeted to specific tasks

• Request appointment, refills, etc

• Location based facility mapping

• Specific diseases

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Cleveland Clinic

45

Mayo Clinic

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Abriiz

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Personalization

Is this personalized?

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How about this?

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Personalized?

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Personalization

“Personalization technology enables the dynamic insertion, customization or suggestion of

content in any format that is relevant to the individual user, based on the user’s implicit

behaviour and preferences, and explicitly given details.” From Wikipedia

– Dynamic insertion of customized and / or suggested content

– Relevant to the individual user

– Based on implicit and explicit behavior, preferences and attributes

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Now this is personalized

53

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54

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Personalized? You Bet

55

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Personalized!

56

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Access Connect Online to complete your session surveys using any:

– Web or mobile browser

– Connect Online kiosk onsite

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