Cinny Little, Senior Analyst WEBINAR Payers And Providers Must Close The Digital Engagement Gap Digital Engagement Starts With Patient Insight Cinny Little, Senior Analyst December 15, 2016. Call in at 12:55 a.m. Eastern time

Agenda Consumers expect digital engagement. Payers and providers lag in digital. Challenges: EHRs, operational silos Solution: Five digital priorities — with examples Make progress with what you already have — to gain momentum for future.

The healthcare industry is at a tipping point. Rising costs, outcomes focus, increased regulatory scrutiny, digital disruption, and the age of the customer have given rise to the empowered patient.

Today’s technology-empowered consumers (patients) want what they want, when, and where they want it Age of manufacturing Age of distribution Age of information Age of the customer

Customers want — and need — the same digital engagement from healthcare as from any other industry.

Payers and providers must be “insights-driven” Use data . . . To deliver insights . . . And use those insights to take the actions that matter most to outcomes. Identify the consumer/patient engagement that must succeed for you to achieve your business outcomes. Source: The Insights-Driven Business Forrester report

Optimize customer insight and engagement to the outcomes that matter most to your organization Source: Predictions 2017: Engaging The Empowered Patient Forrester report

Healthcare firms need to shift from internal focus to the patient journey Providers focus on wellness throughout the patient journey. Payers focus on building lasting customer relationships.

. . . And connect patient digital experience to their journey map Recovery/ new treatment Change in health status Ongoing maintenance/ rehab Identify care options Prognosis/ treatment Care selection Source: “Healthcare Must Embrace Digital To Win In Consumer Engagement” Forrester report

Align with what consumers want most CONSUMERS RANK “BASIC” DIGITAL FEATURES MOST HIGHLY Source: Keith Fengler, Jaime Estupiñán, and Kenny Chan, “What Consumers Most Want from Health Insurers’ Technology,” strategy+business, June 29, 2016 (http://www.strategy-business.com/article/What-Consumers-Most-Want-from-Health-Insurers-Technology?gko=54657) Source: http://www.strategy-business.com/article/What-Consumers-Most-Want-from-Health-Insurers-Technology?gko=54657 500 consumers were asked to rank 15 features

An area that matters most to you — “populations” — drive healthcare costs Contribution to TME by Individuals, 2013 Population Health Management (PHM) focuses on smaller populations to drive cost savings. 20% of the population accounts for 82% of Total Medical Expense (TME). Source: Kaiser Family Foundation analysis of Medical Expenditure Panel Survey, Agency for Healthcare Research and Quality, U.S. Department of Health and Human Services

Framework for digital: Focus on what customers want most Framework for digital: Focus on what customers want most . . . that matters to your outcomes Framework: your five key digital priorities What’s out there today 1. Website that maps to your customer/patient journey map Disjointed websites Poor UX 2. Build mobile-first digital tools Mobile CX is hard to use. Apps that don’t matter 3. Use clear, simple language to drive costs down Language is too complex. Not enough multilanguage 4. Leverage location data to “get found” easily “Finder” tools don’t help. 5. Build a connected digital ecosystem of patient-facing tools Little connection

1. Web: Holland Bloorview’s “connect2care” family healthcare portal Features and functions from across multiple systems (including two-way messaging) Project team included clinicians, ops team members, parents, and their kids Holland Bloorview measures satisfaction with the portal for continuous improvement. Source: “connect2care - Holland Bloorview's Family Health Care Information Portal,” Holland Bloorview (http://www.hollandbloorview.ca/connect2care)

1. Web: Geisinger “shopping” site Image source: Geisinger Health Plan (https://www.thehealthplan.com/index.cfm) Source: https://www.thehealthplan.com/marketplace/

2. Mobile-first: Geisinger colonoscopy prep app RESULT: HAS REDUCED RESCHEDULING REQUIRED WHEN PATIENTS DIDN’T PREP PROPERLY Enter date and time of appt., get a schedule of prep activities and notifications (optional)

1, 2. Web and mobile: Kaiser Permanente HealthConnect® Schedule appointments Refill or request refills Email your doc (non-urgent) View most lab results

Patient outcomes Kaiser Permanente cites resulting from HealthConnect® Image source: Kaiser Permanente (https://share.kaiserpermanente.org/)

3. Clear, simple language: Geisinger EOB (in progress) Image source: Red Privet (http://redprivet.com/) Source: http://redprivet.com/project/geisinger-health-plan/

3. Clear, simple language — directions for patients Newton-Wellesley Hospital uses simple content that solves a key pain point — getting patients to the right place at the right time

3. Clear, simple language: BCBS Michigan

4. Leverage location data to “get found” ABOUT HALF OF ALL SEARCHES (80% OF THEM ON MOBILE) ARE SEEKING SOMETHING “NEAR ME” (PER GOOGLE) Don’t “try this at home” — Payers and providers should work with specialists in this area.

5. Build a connected digital ecosystem Source: 2016 Technology Imperatives For US Healthcare Providers Forrester report

Measure – and share the results Summary Select the patient experience that matters most to outcomes and is most doable with what you have now Measure – and share the results Use small – and larger – wins to build the business case for significant investment

Cinny Little +1 617-613-6313 CLittle@forrester.com