2. 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, Call in at 12:55 a.m. Eastern time

3. 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.

4. 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.

5. 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

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

7. 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

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

9. 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.

10. . . . 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

11. 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 (
Source: consumers were asked to rank 15 features

12. 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

13. 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

14. 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 (

15. 1. Web: Geisinger “shopping” site
Image source: Geisinger Health Plan (
Source:

16. 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)

17. 1, 2. Web and mobile: Kaiser Permanente HealthConnect®
Schedule appointments
Refill or request refills
your doc (non-urgent)
View most lab results

18. Patient outcomes Kaiser Permanente cites resulting from HealthConnect®
Image source: Kaiser Permanente (

19. 3. Clear, simple language: Geisinger EOB (in progress)
Image source: Red Privet (
Source:

20. 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

21. 3. Clear, simple language: BCBS Michigan

22. 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.

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

24. 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

25. Cinny Little