webinar: how your website can drive patient activation

© 2012 Bridgeline Digital, Inc. The Digital Engagement Company

December 11, 2012

How Your Website Can Drive Patient Activation


Speakers

Robin Doerr Exec. Director,

Marketing & Communications Children’s Hospital Colorado

Joseph Hice VP, PR & Marketing

Moffitt Cancer Center

Brian Bolton SVP of Marketing Bridgeline Digital

Ty Glasgow Exec. VP,

Global Operations Bridgeline Digital


Presentation Outline

Who is Bridgeline

Patient Activation Overview Why it’s important? Levels of Activation Benefits Ways to Drive Using the website

Children’s Hospital Colorado Case Study

Moffitt Cancer Center Case Study


Digital Engagement Solutions provider Developer of the iAPPS platform

Who Is Bridgeline Digital!

»  Over 750 quality customers »  Repeat business was 72% of FY12 revenues »  iAPPS enjoys an impressive 94% retention rate

»  Achieved Record Results FY 2012 »  In 2012 - Deloitte recognizes Bridgeline Digital as one of the

Fastest 500 growing technology companies in America »  Record revenues and record iAPPS licenses

»  UPS Logistics selected iAPPS as their exclusive Web Content Management and eCommerce solution

»  Over 230 passionate employees in 11 offices globally


We help our customers achieve their key initiatives by leveraging web technologies

How We Build Customer Success


Hundreds of Customers Rely on Bridgeline & iAPPS


Digital Solutions for Health Care Organizations

•  FIND: The iAPPS Platform employs expert digital strategies and SEO best practices.

•  ENGAGE: Leverage engagement

techniques such as patient testimonials, physician finders, referrals, areas of expertise, course offerings and event registration.

•  RETAIN: Improve the patient

experience with community building services and health awareness resources.

Maximize the effectiveness of your web presence



Who is Bridgeline





What is Patient Activation?

The term ‘patient activation’ can be simply defined as a patient’s ability

and willingness to manage their own health and health care.

– Doug Thompson, Senior Research Director, Advisory Board Co.

“

”


Why is it important?

HCAHPS* scores determine reimbursement levels based on the following criteria: •  Communication with doctors & nurses. •  Responsiveness of hospital staff •  Pain management •  Prescription & treatment dialogue. •  Discharge information •  Hospital Environment *Hospital Consumer Assessment of Healthcare Providers & Systems

Affordable Care Act (ACA) provisions tie patient satisfaction to Medicare reimbursement


Proactive Steps Patients Can Take

•  Determine what type of treatment they can get.

•  Monitor own conditions.

•  Comply with physicians

•  Make decisions to seek professional care.

Patients can drive their own health outcomes in many ways


The Levels of Patient Activation

Disengaged and

Overwhelmed

“My doctor is in charge of my health.”

LEVEL 1

Becoming aware, but still

struggling

“I could be doing more.”

LEVEL 2

Taking Action

“I’m part of my health care

team.”

LEVEL 3

Maintaining behaviors

and pushing further

“I’m my own advocate.”

LEVEL 4

a Increasing Levels of Activation


Benefits of Patient Activation

•  Activated patients are over twice as likely to be retained in treatment

•  Over 3 times more likely than comparison participants to have scheduled at least 1 visit during the 6-month follow-up period.

•  Activated patients demonstrated 29% more attendance to scheduled visits than comparison patients.

According to Survey from the American Public Health Association:


Driving Patient Activation

Ways Healthcare Organizations Drive Patient Activation: Ef

fect

iven

ess

Cost ($) High Low

High

•  T.V. Commercial (PSAs)

•  Brochures

•  Print Ads

•  Website

•  Educational Health Classes

•  3rd Party Internet Resources

•  Social Media

•  Newsletters

•  Incentive Based Programs

© 2012 Bridgeline Digital, Inc. The Digital Engagement Company © 2010 Bridgeline Software, Inc. 17 The Digital Engagement Company

XYZ!

Let’s focus on websites!


Your Website Drives Patient Activation


Your Website Drives Patient Activation

According to a study from Journal of Medical Internet Research

•  Web-based interventions increase patient activation and have the potential to enhance the self-management capabilities of the growing population of chronically ill people.

•  Activated patients are more likely to adhere to recommended health care practices, which in turn leads to improved health outcomes.

•  Designing Web-based interventions to target a specific stage of patient activation may optimize their effectiveness


The Internet Drives Patient Activation

According to a Survey from National Research Corp.’s Ticker

•  1 in 2 participants preferred a hospital’s website as primary source of health care information.


Social Media

According to a Survey from National Research Corp.’s Ticker

•  20% of Americans use Social Media websites as a source of health care information.

•  1 in 4 respondents said it was likely or very likely that social media would influence their future health care decisions.


Poorly Developed Websites Lead to Patient Loss

What Do Visitors Do When They Can’t Complete Their Goals on a Website?

•  About 75% use a more expensive channel (typically a company’s customer phone service) to complete the sale or product research.

•  17% took their business elsewhere to competitors. •  11% gave up on the experience entirely.

According to recent research conducted by Forrester …



Who is Bridgeline





Case Study: Children’s Hospital Colorado http://orthopedics.childrenscolorado.org

Robin Doerr Executive Director of Marketing and Communications


•  Non-profit •  The only licensed specialty hospital

exclusively for children in Colorado •  Teaching and training center •  4,500+ employees and 1,000+

pediatric specialists •  Located on Anschutz Medical Campus

adjacent to University of Colorado Hospital, University of Colorado Schools of Medicine, Nursing, Pharmacy, Dentistry and Public Health

•  Children’s Hospital Colorado is at

center of medical research in Rocky Mountain region

Children’s Hospital Colorado Background


•  First and only Level I dedicated regional pediatric trauma center in Colorado •  First pediatric hospital in the country with fully integrated Electronic Health Records •  Received Magnet Status re-designation, the highest honor for nursing excellence •  Ranked a Top 10 Best Children’s Hospital every year for the last 15 years – US News

and World Report



Children’s Hospital Colorado Site Design & Functionality

Elevating Visual Design & Interactivity to User

Experience

Audience Targets: •  Patients and families •  Referring Physicians •  Users in research told us:

-  Design a site that provides simple, easy to find

-  Conditions -  Make it visual -  Allow me to go where I

need to go from any page -  Online experience should

be the same as walking through your door

•  Collaborative development with orthopedics institute •  Words that our patients and families use (What We Treat, What We Do, About Us) instills comfort and confidence


Children’s Hospital Colorado Site Design & Functionality

Elevating Visual Design & Interactivity to User

Experience

•  Combining online presence with corporate sponsorship and advocacy •  Focused on establishing Orthopedics Institute as a community resource for children’s sports and injury •  Collaboration with REAL Soccer

-  Club in Denver -  5K players – 5 yrs. To 18 yrs. -  Reaching patents and players -  Children’s Colorado

orthopedists on staff •  Concussion Legislation •  Concussion referral packets for

physicians



Who is Bridgeline





Moffit Cancer Center Case Study Case Study: Moffitt Cancer Center Moffitt.org Joseph Hice Vice President, PR & Marketing


Moffitt Cancer Center Background

•  Non-profit, 206 Bed Facilities •  Welcomed first patient in 1986.

•  328,300 patient visits a year. •  Southeast’s Largest Blood and

Marrow Transplant Program •  4,200+ employees, 300+ Physicians •  6 Locations in addition to a Treatment

and Research Center on the University of Southern Florida Campus.


Moffitt.org – Redevelopment Project

Original Moffitt.org site was approximately 7 years old. Platform site was built on obsolete technology. Average visitor to the site spent "seconds" before leaving to find a more friendly and interactive experience.

“Went straight to search. Was

to difficult to navigate”

“Font size is too small and hard to

read.”

“Blue is too much.”

Finding for discussion: Many users who are patients no

longer come to main site and have bookmarked Patient Portal.

“Picture looks like a bunch of

pyramids!”


Peer Website Review

“Like video.”

Responded well to colors.

Responded well to colors.

“Word HOPE and that’s what you need

when you have cancer.”

Note size of image.


User Interviews

Key findings from user interviews

HUMOR?

“ ”

My blog ended up being humorous and it helped me.

“ ”

You have to keep a sense of humor in all of this.


•  Patient focus begins on the home page with short video testimonials from patients treated at Moffitt. Big, bold graphics of patients.

Moffitt.org - Great User Experience

Features that drive engagement:


•  Simple navigation to help guide those seeking information through the site.

•  "Anchor" bar at the top of every page includes links Home, Cancer Types & Treatments, Directions & Facilities, TakeCharge — The patient centric area, Research & Clinical Trials.




•  Various jump pages feature big, bold graphics and easy to follow links for patients to access additional information.

•  Visitors can get basic information about their cancer & treatment or very detailed information.

•  Easy to drill down into the site and navigate.

•  Bold links make it virtually impossible for a patient to get lost on Moffitt.org.




Moderated Discussion

Robin Doerr Exec. Director,

Marketing & Communications Children’s Hospital Colorado

Joseph Hice VP, PR & Marketing

Moffitt Cancer Center

Brian Bolton SVP of Marketing Bridgeline Digital

Ty Glasgow Exec. VP,

Global Operations Bridgeline Digital


Thank You

webinar: how your website can drive patient activation

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