Why having a Global Patient Experience Strategy is Important

paulroemer@gmail.com

A remarkable experience for every patient every time

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If the experience of an individual patient, or prospect is not good, by definition it is bad.

• Each person, regardless of geography, should have access to the same high level of experience

• The experience should be repeatable and measurable:– By person– Across departments– Across facilities– Over time

• It is not possible to improve the patient’s experience without knowing the patient’s expectations

• To maximize the effectiveness of the patient experience you must understand and manage the satisfaction of critical patient touchpoints

Things to Know About Patient Experience

A remarkable experience for every patient every time

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The patient’s experience is an individual experience, however it is reported and managed as though it is ubiquitous.

• A patient’s experience is made up of both their clinical and nonclinical interactions with the health system. That experience is greater than the one defined by CMS.

Total Quality of the Patient Encounter (TQE)

TQE = Quality of HCAHPS interactions + Patient Touchpoints

Things to Know About Patient Experience

A remarkable experience for every patient every time

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Total Quality of a Patient Encounter (TQE)

Pre Hospitalization Post HospitalizationHospitalization

HCAHPS Experiences

Non Clinical Experiences;patients, family, friends,parking, food service

Website, patient portal,call center, CRM,social media, scheduling,admissions, 2nd opinion,referrals

billing, collections,claims, scheduling,therapy, appointments,

Unsatisfied prospectsleave w/o buying

Unsatisfied patientsdon’t return or refer

Hospitals ignore much of an individual’s experiences and the opportunities to increase their satisfaction, the dark blue areas.

A remarkable experience for every patient every time

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By definition, every patient will have an experience. Many experiences are not satisfactory.

• TQE is not just about patient engagement and HCAHPs• TQE, from the perspective of an individual, includes every point of contact

a the individual has with the hospital• Hospitals cannot name all of the touchpoints• Hospitals do not know which touchpoints have the greatest impact on TQE

Things to Know About TQE

A remarkable experience for every patient every time

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The effectiveness of Patient Touchpoints determines Patient Lifetime Value (PLV). Touchpoints include:

• Billboards, direct mail, YouTube, television, radio, email, online searches, brochure, mobile apps, Facebook, Twitter, blog, website, physician, friend, family, WebMD, online forum, family, therapist, admissions, aide, nurse, support group, call center, online chat, social worker, pharmacist.

• Most hospitals do not have a defined strategy to make any one of these touchpoints effective let alone all of them.

Things to Know About Patient Touchpoints

A remarkable experience for every patient every time

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No single hospital employee or department “owns” the patient.

• Touchpoints are defined and managed across many different departments:– Marketing– Business development– Specialties– IT

• Fewer than twenty percent of hospitals have a written patient experience strategy

• Fewer than one percent of hospitals have a TQE strategy• Ninety percent of hospital executives rank improving patient experience as

their first or second highest priority

The Patient Satisfaction Disconnect

A remarkable experience for every patient every time

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Patient satisfaction can be a competitive advantage and should retain patients and attract new patients.

• The best consumer-oriented organizations such as Disney, American Express, The Ritz-Carlton, Starbucks, USAA and FedEx focus on delivering a targeted, repeatable experience

• Hospitals state, “We do not have customers, we have patients”• A hospital with that mindset will have neither

The Patient Satisfaction Disconnect

A remarkable experience for every patient every time

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Healthcare is a consumer-driven business and consumers are making the decision about whose services they will purchase.

• Each point of contact offers the hospital a chance to :– Deliver unique benefits– Create a platform for differentiation– Create a competitive advantage– Stop a patient from going somewhere else

Patient Touchpoints

A remarkable experience for every patient every time

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There are more nonclinical patient touchpoints with patients than there are clinical.

• Touchpoints occur on the phone, through the website, at a clinic, a follow up visit, at a therapist…

• Touchpoints happen :– Before the patient comes to the hospital– At the hospital– After the patient leaves the hospital

• Touchpoints affect the experience of the:– Patient – Family– Friends

Patient Touchpoints

A remarkable experience for every patient every time

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Hospitals without a TQE strategy will lose patients.

• Patients will not return to the hospital and the hospital will never know• Patients will not refer the hospital• Patients will be less likely to pay on time or in full• A single poor patient experience will result in tens of thousands of dollars

of lost revenue

Why do Hospitals Need a Total Quality of Patient Encounter Strategy?

A remarkable experience for every patient every time

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• Create a Patient Touchpoint Inventory Map• Interview stakeholders, patients, and prospective patients to determine

which touchpoints relate most to their satisfaction• Create TQE touchpoint Journey Maps• Create patient touchpoint scoreboard• Evaluate Patient Touchpoints Effectiveness• Determine which touchpoints each patient values at each stage of their

interaction with the hospital. • Design Total Patient Encounter Strategy (TQE)• Develop a TQE plan to maximize touchpoint satisfaction and effectiveness

Let’s Develop a Total Patient Encounter Strategy Together