meeting of the minds: moving to a relationship-based model
TRANSCRIPT
Strategic Thinking.Smart Marketing.
Meeting of the Minds:Moving to a
Relationship-basedModel
Oct. 29, 2015
Relationship-based Model
Life is not a list of transactions.
It is a series of human experiences
that determine how we feel
about everything, including
love and loyalty
Strategic Thinking.Smart Marketing.
• Patient experience• Lifetime value• Culture• Training• Reputation
management
How we serve people will be our differentiator
Strategic Thinking.Smart Marketing.
• Patient experience• Lifetime value• Culture• Training• Reputation
management
Strategic Thinking.Smart Marketing.
• Patient experience• Lifetime value• Culture• Training• Reputation
management
Strategic Thinking.Smart Marketing.
• Patient experience• Lifetime value• Culture• Training• Reputation
management
Compliance Culture
Stumbling Blocks to Patient Experience
1. Changing organizational culture (34%)
2. Abundance of other priorities (26%)
CEOs must:• Set the agenda for culture
change• Ensure funding, resources and
commitment are present to back it up.
Organizational Culture
Strategic Thinking.Smart Marketing.
• Patient experience• Lifetime value• Culture• Training• Reputation
management
75% train physicians in patient experience because they have the most difficulty with their ability to communicate well withpatients (HCAHPS requirement)
38% train back-office staff because of high-deductible plans and the move toward greater personal responsibility for bills.
Strategic Thinking.Smart Marketing.
• Patient experience• Lifetime value• Culture• Training• Reputation
management
40% have a chief experience officer--10% will add one w/in 3 years
Staff satisfaction is a critical aspect of providing a good patient experience. One doesn’t exist without the other.Tracking patient experience:
--55% use post-discharge telephone calls--30% monitor social media.
InfluenceFactors
AWARENESS: The perception of need or problem recognition. CONSIDERATION: The start of the information search, evaluation and education.
INTENT: The choice narrows, often the final decision.
PURCHASE: First transaction (encounter, appointment) completed.
LOYALTY: Presuming a positive and satisfactory patient experience, the individual is “bonded” to the provider, and likely to return for future needs or repeat purchases.
ADVOCACY: The “post-purchase behavior” includes references, recommendations, referrals and word-of-mouth.
Awareness
Consideration
Intent
Purchase
Loyalty
Advocacy
The Healthcare Decision Ladder
Google and Healthgrades Reviews (as of 9/21)
39
Doctor Google Since June Healthgrades Since June
Dr. a* 13 reviews3.2 stars
+3 reviews+0 stars
56 responses4.3 stars
+5 responses+.1 stars
Dr. b* 2 reviews0 stars
+0 reviews+0 stars
34 responses 4.5 stars
+0 responses+0 stars
Dr. c 1 review0 stars
+0 reviews+0 stars
4 responses5 stars
+0 responses+0 stars
Dr. d* 4 reviews0 stars
+0 reviews+0 stars
19 responses3.9 stars
+1 response+.2 stars
Dr. e* 25 reviews4.7 stars
+1 review+0 stars
161 responses4.6 stars
+21 responses+0 stars
Dr. f* 0 reviews0 stars
+0 reviews+0 stars
17 responses4.5 stars
+0 responses+0 stars
Dr. g 2 reviews0 stars
+2 reviews+0 stars
4 responses4 stars
+0 responses+0 stars
*Denotes doctors using take-home patient review cards
It’s not the destination.It’s the journey.
And the experiences along the wayMake the memories we’ll never forget
We are making memoriesEvery step of the patient’s journey
