ECOMMUNICATIONS WITH PATIENTS Kristin Blewett SVP, Communications USPI

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WHY?

BE PROACTIVE

ONLINE ACTIVITY

NEW CONCEPTS AND TOOLS  Implementing search engine optimization campaigns to reach healthcare consumers  Using CRM software and EHRs to send targeted marketing content (blast marketing)  Healthcare companies using social media to improve patient care, gain media coverage, and attract new patients and staff  Using Twitter to live tweet procedures from the OR effectively creates excitement and raises public awareness of a healthcare organization  Becoming increasingly multi-screen:  Desktops  Laptops  Tablets  Smartphones  Mobile Apps NEW DEVICES & USEFUL TOOLS TARGET YOUR AUDIENCE #SOCIALMEDIA

RATING SITES Yelp, Google/Yahoo Local, Health Grades  30% of internet users have consulted online reviews or rankings of healthcare services or treatments  68% used the information to select a physician, hospital, and to a lesser extent, a health plan, pharmacy and drug or medical device  Protect your online reputation and head off negativity BEFORE they become online PR nightmares

HEALTHCARE MARKETING STRATEGY

BUILD A FACILITY WEBSITE EMBRACE SOCIAL MEDIA IMPROVE PROCESSES

BUILD A FACILITY WEBSITE

FACILITY WEBSITE THE BACKBONE OF YOUR ONLINE PRESENCE  Create a solid web presence.  Educate patients and provide them with valuable information.  Implement your site on a platform that easily editable, often referred to as a CMS or Content Management System

WHAT INFO SHOULD BE ON YOUR SITE?  This is a vital piece.  Address  Map  Relevant points of contact and their phone numbers  Physicians  Contact Us/Questions? An online form that allows patients to easily contact the facility.  List all procedures that your facility performs  In addition, list the physicians who will perform them with a photograph (if available).  If there is a different point of contact here, list them on this page.  Who are you ?  Why do you do what you do?  Who do you work with?  Video has gotten very popular, if you have the resources, record a short video and have it on this page. ABOUT CONTACT PROCEDURES

EMBRACE SOCIAL MEDIA

JOIN THE CONVERSATION Communicate Collaborate Promote BUILD YOUR BRAND

WHERE TO START…  Our top communities: 1.Facebook 2.Twitter 3.LinkedIn  Start here, use your blog to push content. This gives your patients “someone” to talk to.  People like to share their stories  Our top video communities: 1.YouTube 2.Vimeo Influence behavior by developing a level of comfort and trust. Keep the videos short and concise. Since so many people have smartphones and tablets, is one of the easiest ways to reach them at all hours. A method that doesn’t require constant upkeep. MARKETING COMMUNITIES VIDEO

WHAT TO LOOK OUT FOR … PINTEREST GOOGLE+ INSTAGRAM

ALWAYS CRAFT Although these tools can be very new and exciting, how your craft your messages to your patients is critical. This applies to both communications initiated by you and communications in response to patient comments and questions. PROTECT Establishing a set of clearly articulated guidelines is a must. While there are many guides out there to assist you in creating disclaimers, and guidelines, I would strongly recommend consulting a legal entity well versed in this area. RESPECT People like to access and connect with other people’s stories, even if they’re unwilling to share their own – keep this in mind always respect boundaries.

IMPROVE PROCESSES OPTIONS & THINGS TO CONSIDER BEFORE INVESTING

ONLINE FORMS, PAYMENTS, AND PORTALS

THINGS TO CONSIDER

FEATURES  Online appointment scheduling  Secure messaging  Letting patients pay bills online  Targeted reminders and correspondence to particular patient populations  Not only should the portal have the ability to integrate with an EHR, but it also should be able to import and export data to and from various sources

COMPATIBILITY, SECURITY, AND HIPAA COMPLIANCE  Need to consider how current processes will change  Compatibility/interaction with current systems  Should employ password protection and encrypted communications  Vendors also should be willing to meet with a legal team to guide them through security, privacy and legal considerations

PRICE  Could range from a nominal monthly fee for a cloud-based module to several thousand dollars for a locally hosted system  Costs may include upfront licensing fees, installation and annual maintenance  Some vendors even charge a fee for each transaction that occurs

THINK DIFFERENTLY  Start at the physician’s office, have them direct patients to your online offerings  Think of each patient interaction as an opportunity to enroll your patients in a more efficient, preferred way of communicating with them  Put information about the eCommunications on any collateral or other correspondence you have with your patients

WHERE WE’VE SEEN SUCCESS

SPECIFIC EXAMPLES  Online Bill Pay: Piloting online bill pay through third party vendor on facility website  Online Patient Surveys  Piloted facility facebook pages  What to consider:  Joint Ventures  Content/Activity  JV Partners’ social media postings and blogs  Online Pre-Op Registration: Piloting automated pre-op assessment using One Medical Passport  Option to /text patient SOCIAL MEDIA AUTOMATED PROCESSES ONLINE TOOLS

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QUESTIONS OR COMMENTS Kristin Blewett SVP, Communications at USPI ?