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Christina Galanis
Editor, Interactive MediaUnited Health Services
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Wilson Memorial Regional Medical Center
* Open-heart surgery* Brain and spinal surgery* Neonatal Intensive Care Unit* Designated Teaching Hospital
Binghamton General Hospital
* Physical Medicine and Rehabilitation* Emergency/in-patient mental health* Behavioral health* Renal dialysis
Unique Regional Programs
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• Started registering patients in August 2002
with 3 practices
Began Rollout to all UHSH and UMA
practices in June, 2003
• Now fully implemented at 59 practices and
hospital departments
• 2315 patients currently enrolled
• 1,700 using Health Manager Tool
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Early Marketing Efforts
• Began with Posters, Brochures,
Postcards mailed to patients.
• Some stars at practices, but not the
numbers we wanted
• Big surge as they came up on Patient
Link and/or the contest…then
they would “forget” to mention.
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E-Marketing and the Empowered Consumer
• We wanted to blend the
PatientLink experience with the
Health Manager “shared data” tool
• But we were stumped on the
registration process going thru the
practices
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We wanted to message
demographically, but just weren’t
getting the numbers signing up
and clicking to register on Health
Manager
So…..
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Nurse Direct/Stay Healthy
• Physician referral service
• Outreach to community
– BC Walks
– Obesity & Smoking
cessation
– Disease Screenings
• Regional referral source
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We Took Over!
• Set up at StayHealthy at the Mall
• Trained the Nurses there
• Got lots of ideas on how to incorporate
into their disease mgt programs
• First Step…Fax your registrations to us!
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Stay Healthy Window Banners
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Practice Fax Form
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Still not enough!
• So we went with what we know
• OnLine Registrations
• Firmed up the procedure and process
• Add a button in the physician directory…
4th most visited part of uhs.net
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Patient Link: Flow of Patient Registration
Patient
At PracticeAt StayHealthyCall in, Stop in,
Or Log on
Practice intakes consentAnd interest forms
If Registering for a practice,Photocopy drivers licenseAnd fax it and consent to
practice
Practice faxes information toMall and patients are registeredFor practice, Nurse Direct and
Interests are added
Patient is registered with Practice, Nurse Direct and
Interests are added
Patient Can Register On-line
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WOW!
• Averaging 6 per day online
• Practices still Registering on their own
• Attending Health Fairs and Community
Walks…surge when we do.
• Revamping our online process
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Personal Health Manager
User customize
d homepage, including dynamic steps for the user based on
their identified
health goals and
risks
4 main sections for easy
navigation
Health Manageme
nt Tools
Personalized to the
user
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Health Improvement Programs
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Now let’s drive ‘em in, so they can sign ‘em up
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More marketing efforts underway
• Internal & External Newsletters
• Demo Site on CD for handout
• 10 minutes at disease mgt meetings
• Display for HealthFairs/Walks
• Demo site running on Kiosks
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Using E-Marketing Tool
• Ability to demographically target specific members based on stated interests as well as usage patterns
• Created an IBS Class, based on registration trends and sold out the class.
• Added so many new registrants to a new spinal surgery procedure seminar, they had to add two new sessions.
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