Using data from consumer reviews to change the health care experience

KINDRED HEALTHCARE Continue the Care
Using data from
consumer reviews to
go from a 1-star
experience to super
star brand
April 26, 2013
Ryan Squire @RyanSquire

KINDRED HEALTHCARE Continue the Care 2

Social Media & Networks
“Social Media is the
democratization of
information, transforming
people from content
readers into publishers. It is
the shift from a broadcast
mechanism, one-to-many,
to a many-to-many model,
rooted in conversations
between authors, people,
and peers.”
-Brian Solis, Principal, Altimeter Group
4

Healthcare is Social
Social Media is a growing influence on the healthcare choices
and experiences of adults in the United States
• 200 million adults use social networking sites in the United States
• Nearly 36 million of social network site users have followed their friends’
personal health experiences.
• 23.4 million of social network site users have gotten health information
from their social network sites.
http://www.pewinternet.org/Reports/2011/HealthTopics/Summary-of-Findings.aspx

Online Reviews Matter
• Over 80% of Internet users search online for health information, and
1/5th of their searches are about a specific provider. (Pew Internet American
Life Project, 2011)
• 92% of Internet users read online reviews and 89% of people say that
reviews influence their purchasing decisions. (e-tailing group, 2010)
• 4 out of 5 consumers reverse purchase decisions based on negative
online reviews. (2011 Cone Online Influence Trend Tracker)
• More than 80% of reputation damage risks come from a mismatch
between the buzz and the reality. (Digimind, 2010)
• A difference of one star in the average rating of a typical online
business can lead to a 5–9% difference in revenues. (Harvard Business Review,
2011)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Text ads on mobile phones
Display ads on mobile devices
Online banner ads
Ads on social networks
Online video ads
Ads served in search engine results
TV product placements
Ads before movies
Ads on radio
Ads in newspapers
Billboards/Outdoor
Ads in magazines
Brand sponsorships
Ads on TV
Emails I signed up for
Branded websites
Editoral content (news)
Consumer opinions online
Recommendations from people I know
29%
33%
33%
36%
36%
40%
40%
41%
42%
46%
47%
47%
47%
47%
50%
58%
58%
70%
92%
71%
67%
67%
64%
64%
60%
60%
59%
58%
54%
53%
53%
53%
53%
50%
42%
42%
30%
8%
Trust Completely/Somewhat Don't Trust Much/At All
Source: Nielsen Global Trust in Advertising Survey. Q3 2011
To what extent do you trust
the following:

Building a Super Star Kindred Brand
•Kindred – 1 Year Ago
• What We Did to Improve
• Kindred Today
• Lessons Learned
9

Kindred One Year Ago
Online
Reviews
Losing
admissions
Few
reviews
showing up
in Radian6
Sales
leaders
heard
anecdotes
Risk issues
were slow
to surface
CEOs and
EDs were
blind to the
issues
10

• Kindred – 1 Year Ago
• Kindred Today
• Lessons Learned
11

Step 1: Understand the Landscape
12
• Most facilities had
negative reviews or
no reviews
• Created a facility
dashboard with
reputation.com that
manages reviews
across our sites of
service
• Implemented a
process that helps
facilities generate
positive reviews

Step 2: Understand the Content
13
“Go anywhere but here!” - Apr 15, 2012
“Cannot fathom how Joint Commission continues to give accreditation to
this hell hole.” – Apr 14, 2012
“Please do not send your family member here. … they do not care about
their patients.” - Apr 14, 2012
“I felt worse when I left.” - Apr 12, 2012
“I won't let my loved ones go back. Don't let yours go either.” - Apr 2, 2012
• 1,062 Reviews (372 Positive, 70 Neutral, 583 Negative)
• Across 12 Review Sites
• For 436 Kindred Locations
Lots of raw data. Need to be able to process it.

Positivity
14
Positivity is the measure of a keyword’s sentiment based on
frequency of use in positive and negative reviews.
Item Pos Neg Positivity Index
rude 2 43 0.13
hallway 0 27 0.14
dirty 1 32 0.14
bed 8 67 0.16
manager 1 22 0.18
understaffed 2 25 0.19
neglect 0 18 0.19
tube 2 25 0.19
unprofessional 0 16 0.19
incompetent 0 15 0.20
sore 0 15 0.20
infection 7 36 0.23
12 Most Negative Terms based on Positivity

Step 3: Understand Trends
15
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013
Overall Positivity
Positivity rapidly declining. Customer sentiment was getting worse.

Step 4: Categorize Terms
16
• Our Key Business Functions
• Administrative, Patient Service, Facilities, Medical
• Other Industry Examples:
– Wal-mart
• Cleanliness, Customer Service, Environment, Merchandise, Speed, Value
– Chase
• ATM, Convenience, Customer Service, Environment, Extras, Financial
Products
– BMW
• Customer Service, Service Department, Value

Step 5: Categorize Terms
17
Administrative Service Facilities Medical
Term Pos. Term Pos. Term Pos. Term Pos.
manager 0.17 rude 0.13 hallway 0.14 tube 0.19
management 0.18 understaffed 0.19 dirty 0.14 sore 0.20
attorney 0.23 neglect 0.19 bed 0.16 infection 0.23
transferred 0.24 unprofessional 0.19 filthy 0.19 bacterium 0.24
reform 0.25 competence 0.23 dog 0.23 ltac 0.24
Each category has an owner and a list of actionable, negative terms.
Accountability and a list of major issues for each Function.

Step 6: Empower the Team
18
• Software to track
and manage online
comments
• Managers need a
simple dashboard
• Each locations
needs a champion
• Ask people to
review

Step 7: Education
19
• Share best
practices
• How-to Guides
• Webinar
education
• Cascade
Communications
• Leadership
reporting

Step 8: Keep the Team Updated
20
• Real-time results
• Email alerts
• Weekly summaries
• Real time response
• Compliance
tracking

• Kindred Today
• Lessons Learned
21

Increased Positive Reviews
22
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013
Overall Positivity

Amazing Customer Stories
23
“I feel as though I have a new lease on life.” - Apr 15, 2013
“The Village Crossing has been an answer to my families prayers. … I sleep at night
knowing that my Dad is in great loving hands!” - Apr 15, 2013
“If you are looking for quality care …, look no further than Kindred Nursing and
Rehabiliation (sic) - Medical Hill .” - Apr 15, 2013
“The care was great, the staff were good. ... we are glad we chose Mansfield Plaza.” - Apr
15, 2013
“I would refer this facity (sic) to anyone who needs rehabilitation. Thanks Kindred
Family.” - Apr 14, 2013
Pre-program review avg: 35
Since inception avg: 128

Category Sentiment
24
Improvement in all categories
Category Positivity Before Positivity After Improvement
Administrative 0.17 0.49 0.32
Service 0.29 0.74 0.46
Facilities 0.19 0.55 0.36
Medical 0.27 0.66 0.39

12 Most Negative Terms
25
All 12 are greatly improved
Item Positivity Before Positivity After Improvement
rude 0.13 0.26 0.13
hallway 0.14 0.53 0.39
dirty 0.14 0.34 0.20
bed 0.16 0.36 0.20
manager 0.18 0.67 0.49
understaffed 0.19 0.30 0.11
neglect 0.19 0.33 0.14
tube 0.19 0.52 0.33
unprofessional 0.19 0.26 0.07
incompetent 0.20 0.36 0.16
sore 0.20 0.36 0.16
infection 0.23 0.38 0.15

Building a Super-Star Kindred Brand
• Kindred Today
• Lessons Learned
26

Lessons Learned
27
1. Understand the Situation
– Invest in learning what is really being said
2. Define Obsession Metrics around Categories
– Align the metrics with corporate objectives
– Categorize terms to make measurable progress
– Stop star-gazing
3. Empower the Field
– Educate them
– Provide technology to make it easy
4. Focus on improvement not the problems
5. Continue to support a 5-star mentality
– Replicate success across the organization
– Build ongoing processes to focus on the customer’s voice

Q&A
28
Thanks for your interest!
Ryan Squire
Senior Director of Social Media
Kindred Healthcare, Inc.
@RyanSquire
Ryan.Squire@kindred.com

Using data from consumer reviews to change the health care experience

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