‘Digital’ in Indian Healthcare context

April 2016

Opportunity space• Revenue EnhancementFocus

• Tertiary / Super Specialty hospitals• Primary, Secondary care chains (Retail format)Segment

• Identify areas in patient lifecycle, where digital interventions can bring in additional revenueObjective

• Short term projects with scope to consult and implement• Managed Services projectsIn Scope

• Futuristic view of connected care using digital technologiesOut of Scope

Outline• Patient lifecycle – Mapping the digital play• Patient acquisition

Digital Marketing strategyCase 1: Lead management campaignCase 2: Brand awareness campaign

Lead management dashboards to monitor patient funnels performance• In hospital patient experience

Operational improvement of bottleneck processes using digital technologiesDischarge processClaim management process

• Patient retention Post discharge patient engagement strategies

• Key digital interventions – Summary

Patient lifecycle - Mapping the digital play

Patient Retention

Provider

Patient

Registrationdesk

Channels

Physician DiagnosticsLaboratory

Out Patient

In patient

Payer (Insurance / TPA)

Surgery Discharge

Patient revisit

Pre Authorization

ProvisionalAuthorization

Claim Submission

Out Patient Pharmacy

In Patient Pharmacy

3

In Hospital patient experience2

Patient Acquisition1

Key digital interventions - SummaryCategory Objective Proposed digital levers

1. Increase new / relevant OPD footfall Digital Marketing strategy

2. Rationalize marketing effort across patient funnels

Assessing patient funnel performance using Lead Management platforms like Salesforce

3. Efficiency improvement of operational bottlenecks at patient touch points

App based platforms to help optimize key processes like discharge, claim mgmt.

Engage patient / caregiver during the their stay at the hospital using apps

4. Increase Patient Customer Lifetime Value (CLV)

Use digital channels to engage with patient / caregiver post discharge

Patient Acquisition

1

In-hospital patient experience

2

Patient Retention3

5

Channel Suitability

Digital marketing strategyObjective: Increase new / relevant OPD footfall at the hospital

Digital Channels Type Example Brandingcampaign

Lead generationcampaign

Website Mass medium Company’s Web portal

Online heath aggregators Mass medium Practo, Qikwell, JustDial

Search engine marketing (SEM) Mass medium Google, Bing – key words

Search engine optimization Mass medium Organic content

E-mail / SMS Personalized Email / SMS id database

Social medium Mass / Personalized Facebook, Instagram. Twitter

Display advertising Mass medium Publisher inventories

Affiliate marketing Personalized TG’s closest affiliate group

Retargeting tools Personalized Vizury, Sociomantic, Komli

Visitor profiling Personalized Mixpanel, Amplitude, localytics

Mobile advertising Personalized Mobile app, display advertising

Patient Acquisition

Define Marketing objective

Identify Target group (TG)

Study TG behavior on internet

Define campaign strategy

Choose right mix of channels, partners

Run Campaign

Measure ROI

ProcessChoosing the right channel mix & creatives is the key

1

Digital Campaign Strategy

Digital marketing – Case 1Business case A premium fertility hospital has been set up last month in Kormangala needs traction

USP Latest technology, that promises pain free treatment and a higher success rate

Target group High class & Upper middle class couples who haven’t had success with IUI, IVF methods Catchment area: Bangalore city; Age group – 32 to 38 years;

Marketing campaign Objective is Lead generation; Increase relevant enquires and footfalls

The hospital CMO is pondering about using digital channels, along with offline advertising channels

Budget – INR 25 Lakhs; Duration - 2 weeks; Measurable Output – Verified patient lead details

Patient Acquisition

7

1. SEM

2. Affiliate marketing

1. List with healthcare aggregators

2. Display advertising with Bangalore as

geo-target

Prerequisites Secondary ChannelsPrimary Channels

1. Website content update about

procedure, safety & success stories

2. TG behavior study in internet

3. Marketing creatives

1

Digital Campaign Strategy

Digital marketing – Case 2Business case NationWideDoctors, a 15 clinics primary chain wants to promote Family Doctor concept

USP Positioned as Family’s Doctor; understands family health history; Uses yearly family membership subscription model

Target group Migrant Salaried professionals in IT industry; Married with family of 1 or 2 kidsCatchment area: Residential areas in Bangalore city; Age group – 27 to 40 years; Pricing– Nominal

Marketing campaign Objective is Branding to create awareness about the unique positioning

Family Doctor positions itself as the first point of care for basic diagnosis of minor ailments and seasonal diseases

Budget – Recurring INR 5L per month; Duration – 2 weeks; Measurable Output - Click Through Rate (CTR), impressions

Patient Acquisition

8

1. SEO, SEM

2. Mobile advertising

1. Social medium like Facebook

2. Affiliate marketing – e-mail, SMS

3. Contextual Display advertising

Prerequisites Secondary ChannelsPrimary Channels

1. Catalogue of services

2. TG behavior study in internet

3. Marketing creatives on positioning

1

Assessing patient funnel performanceObjective: Monitor funnel performance to apportion future marketing budget and effort

Patient Acquisition

Lead Management System(LMS)

eg. SalesForce / Custom Solution

• LMS maintains master copy of patient leads• Algorithm to resolve LMS – HIS ids (where mapping is not direct)

HIS

Technology

Website queriesOnline aggregators

Call CentersOutreach centerNeighborhood

Screening campsCorporate stall

EmergencyComplete health check

Doctor referralsDirect Walk-ins

OPD / IPD customers

Marketing campaign

Enquiries

Demand generation Organic

Advertisements

Current State

• Funnel performance vs marketing effort effectiveness

• Specialty revenue channel wise

• OPD new customers; OPD repeat customers

• OPD - IPD conversions channel wise

• Patient lead pipeline report for follow up

Dashboard / Reports

Solution

1

Insurance

Provider

Using Digital tech at operational bottlenecksObjective: Identify patient touch points, that impact patient experience due to hospital operational process constraints

In-hospital patient experience

Registrationdesk

Physician DiagnosticsLaboratory

In patient Surgery Discharge

Out Patient Pharmacy

In Patient Pharmacy

Direct In Patient admission

1

2

3

4

1 Outpatient – Appointment scheduling Doctor availability, Uneven patient flow

2 In patient admission Bed availability, insurance confirmation, diagnosis reports etc

3 Claim management with Payer External dependency with Payer organization

4 Discharge process Complex coordination between teams – Billing, Insurance, Doctor, Ward Nurse etc

Bottleneck process examples

10

Out Patient

2

Discharge process In-hospital patient experience

Digital lever: Map the discharge process; Use digital technologies for workflow coordination among stakeholders

Bad Discharge experience

People Process Material

Insurance Communication

2

IP pharmacy checkout

Ward check out

Too many stakeholders

Delayed discharge decision

Discharge summarypreparation

Consumables usage summary

Detailed bill

Lab reportsconsolidation

Doctor unavailability

Recovery schedule not explained

Asynchronous communication

No Escalation mechanism

Document Submission delay

Responding to TPA queries

Billing non payables

Patient dissatisfactionFrustration, Anxiety, Distress

Patient

DoctorHospital teams

HIS

Discharge workflow

Technology driven solution

• Discharge notification is triggered by HIS to stakeholders• Stakeholder get work items with TAT for closure• App to help in reducing communication gap and

avoidable time delays• Patient has updated information on the discharge

process

Payers

Claim management with Payer org.In-hospital patient experience

Digital lever: Map the claim management process; Use digital dashboards to track TATs of critical tasks to reduce patient wait time

Pain points:

1. Too many payer organizations; different processes

2. Communication happens on email – difficult to track

3. Lack of clarity on disallowances

HIS

Credit business management

Read only view of HIS

Complete Lifecycle with TPA / Insurance is done on this platform

Dashboard

TPAs Govt Corp

Single view of cases crossing TAT

Interaction with Payers through single interface

2

Technology driven Solution

Solution dashboard snapshot in Appendix

12

To be implemented

Patient Retention Patient Retention3

Objective: Retaining a customer helps to increase the CLV

HIS

Patient dataTreatment details

Patient MasterEmail id, Phone no

Device ID (app)Patient ailment historyTreatment info (tagged)

Engagement platformsOut of box

Patient / Caregiver Mobile

Email

SMS

App Push

Track and engage with each patient, personally

• Opens up new revenue streams like follow-up consultation, diagnostics• Analytics + Cloud driven approach reduces the cost per patient engagement• Possibility of Business Process outsourcing; ROI is measurable

OffersFollow upsRemindersConsult

LMS

13

Hospital App in patient’s mobile holds the key!

OPD booking

Hospital navigation help

Hospital AppOnline consultation

Follow up

Aliment education

Reminders, Alerts

Hospital Offers

Caregivers coordination

IPD process optimization

Summing up Category Objective Proposed digital levers

1. Increase new / relevant OPD footfall Digital Marketing strategy

2. Rationalize marketing effort across patient funnels

Lead Management platforms like Salesforce to monitor patient funnels

3. Efficiency improvement of operational bottlenecks at patient touch points

App based platforms to help optimize key processes like discharge, claim mgmt.

Engage patient / caregiver during the their stay at the hospital using apps

4. Increase Patient Customer Lifetime Value (CLV)

Use digital channels to engage with patient / caregiver post discharge

Patient Acquisition1

In-hospital patient experience

2

Patient Retention3