A recent presentation at the WHPRMS Conference on how you can step into the physicians shoes and design an engaging experience to increase referrals and grow advocacy.

1. In their Shoes.
Experience Management
for Referring Physicians

2. About
Gelb
We work with nationally-recognized
Institutions:
• 5 “Honor Roll” institutions
• 5 out of the top 10 cancer programs
• 3 out of the top 4 pediatric hospitals
• 3 out of the top 10 cardiovascular
programs
National Benchmarking Studies:
• Patient experience management
• Marketing practices
• Physician relations programs
• International programs
Ranked as one of top 35 Healthcare
Consulting firms by Modern Healthcare

3. Agenda
Overview
Key Trends
Physician Experience
Defining the Message
Getting started
Taking Action
Additional Resources

4. Patient on hold- trying to
schedule an appointment
Coordinating multiple
schedules
Wants
reassurance
#longwait
Searching online
for a new doctor
A Day in the Life

5. 84% believe the medical profession is in decline
82% percent believe they have little ability to change the healthcare
system.
92% are unsure where the health system will be or how they fit into
it three to five years from now
Factors driving widespread feelings of discontent
Practice erosion, from solo to centralized; patient-physician relationship
Medicare / Medicaid / government – incentives, disincentives, reimbursement
Uncertainty on “where they fit in” going forward
Voice of the Physician
Source:
Physician
Founda2on
Survey,
2012
Size
=
13,575
physicians

6. How do we connect &
engage with a
disengaged customer?
Voice of the Physician

7. Experience Management…
•
Focus on clinical quality
•
Customer experience is a differentiator
•
Brand & message management is essential
•
Market expansion requires insight
Growing Advocacy with Experience Management

8. Advocate
Enthusiast
Follower
Devotee
Supporter
Does your experience create
Customers or Fans?

9. Reinforce
Listen
Customer = Fan
Deliver
Define
Promise
Experience Management

10. Ease of Practice Life
Functional Needs
Emotional
Needs
Discover Drivers of Advocacy

11. Ease of Practice Life
Functional Needs
Emotional Needs
Discover Drivers of Advocacy

12. Using multiple channels
to gather input
Experience monitoring
in real time
Reinforce
Listening
posts at high
impact
touchpoints
Listen
Customer = Fan
Deliver
Promise
Develop a message that resonates
Define
Experience
maps for
insights and
action
Prioritize for high
impact

13. Reinforce
Deliver
Listen
Listen
Call Center
Digital- Web & Mobile
Referring Physicians
Care Centers
Customer = Fan
!
Define
Promise
Listen: Use Multiple Channels to Gather Input

14. Reinforce
Deliver
Experience Mapping
Listen
Customer = Fan
!
Define
Experience Map
Define
Promise
Awareness
Need
Scheduling
• Percep&ons*/*
knowledge*of*
facility**
• Evalua&on*and*
selec&on*of*
treatment*providers*
• Choice*of*hospitals*
for*delivery*/*
prac&ce*
• Discussion*with*
pa&ents*(diagnosis,*
referral*op&ons)*
• Ideal*rela&onship*
• Preparing*pa&ents*
for*what*to*expect*
•
•
Physician*Liaisons*
Faculty/Staff*
•
•
Front*Desk*Staff*
Faculty/Medical*Staff*
• Ini&al*contact*
• Coordina&on*of*care*
with*specialist*
• Timing*and*ease*of*
process*
• Progress*notes*and*
methods*of*
communica&on*
• Resources*for*
pa&ents*and*their*
families*
•
•
Faculty/Medical*Staff*
Support*Staff*
Transition of
Care
Treatment
• Family*feedback*
about*their*clinical*
experience*
•
•
Faculty/Medical*Staff*
Support*Staff*
• Discharge*summary*
• Coordina&on*of***
onFgoing*care*
• Ongoing*pa&ent*
care/support*
• CallFbacks*for*
assistance*
•
•
Primary*Experience*Stewards*
Key Touchpoints
Faculty/Medical*
Staff*
Support*Staff*

15. Referring
Physician
Decision
Process
Facility
•
•
•
•
Previous
Experience
Outcomes
CME
Reputa2on
of
Facility
Physician
• Word
of
Mouth
• Recommenda2on
by
Colleague
• Previous
Experience
• Rela2onship
• Networking
• Reputa2on
of
Physician
Provide
Pa2ent
with
Info
Call
Directly
Awareness
Call
Hotline
Need
• Urgency
• Age
• As
Service
to
Customer
Private
Prac2ce
Scheduling
Treatment
Transi2on
of
Care

16. Referring
Physician
Decision
Process
Facility
•
•
•
•
Previous
Experience
Outcomes
CME
Reputa2on
of
Facility
Physician
• Word
of
Mouth
• Recommenda2on
by
Colleague
• Previous
Experience
• Rela2onship
• Networking
• Reputa2on
of
Physician
Provide
Pa2ent
with
Info
ATtudes
to
Overcome…
• Is
it
complex
enough
to
travel
“into
town”?
• Is
it
complex
enough
to
travel
a
long
distance?
• Is
it
complex
enough
to
overcome
referral
process
barriers?
Call
Directly
Awareness
Call
Hotline
Need
•
•
•
•
Complexity
Urgency
Age
As
Service
to
Customer
Private
Prac2ce
Scheduling
Treatment
Transi2on
of
Care
Ideal…
• I
send
all
my
pa2ents
with
…
condi2on
to
your
organiza2on
whether
they
are
5
or
500
miles
away

17. Things
We
Do
Well
Today
• In what areas can we deliver an exceptional experience?
• What are ways to surprise our physicians?
• What should be done more consistently that should be reinforced?
Need
Scheduling
Arrival
Review
for
each
step
Visit
Follow-­‐up

18. Opportuni2es
For
Improvement
• Where are we not achieving the expected outcome?
• Among these, where can we focus our efforts for process
improvement?
Need
Scheduling
Arrival
Review
for
each
step
Visit
Follow-­‐up

19. Reinforce
Deliver
Listen
Customer = Fan
!
Define
Define
Promise
Aligning External Needs with Internal Processes

20. Ac2on
Plan
Design
Care
Genera2ng
awareness
Outreach
Marke2ng
Communica2on
Scheduling/Transfer
Managing
Pa2ent
Care
Accessibility
Coordina2on
Pa2ents
Experience
Resources
Referrers
Emo2onal
Needs
Func2onal
Needs

21. Reinforce
Deliver
Listen
Customer = Fan
!
What is Your Message?
Define
Promise
Promise
Creating a Meaningful Message

22. Reinforce
Deliver
Listen
Customer = Fan
!
What is Your Message?
Define
Promise
Promise
•
•
•
•
•
•
Consistent Message
Reasons to Believe
Images and Content
Brand
Channels/Media
PRM for customization
Source:
HSI
BarlowMcCarthy/
Gelb
Presenta2on
Creating a Meaningful Message

23. Reinforce
Deliver
Listen
Customer = Fan
!
What is Your Message?
Define
E-mail Templates
Alerts
Promise
Promise
• Multimedia
• Physician Testimonials
• Multiple touchpoints:
•
•
•
•
•
•
Pocket card
Newletters
Alerts
Email templates
Direct Mail
Posters
Newsletters
Advertising/Posters
Direct Mail
Source:
HSI
BarlowMcCarthy/
Gelb
Presenta2on
Communicating a Meaningful Message

24. Reinforce
Customer = Fan
Deliver
Deliver
Listen
!
Define
Promise
Digital
Touchpoints
Website
Physician Portal
Scheduling(
Experience)
Awareness(
Physical
Touchpoints
Call Center
Treatment(
First(Visit(
Transi6on(
Care Center
Listening Posts at High Impact Touchpoints
Advocacy

25. Reinforce
Reinforce
Deliver
Listen
PRM with Market Data
Find the right doctor
Customer = Fan
!
Define
Transition
Promise
Digital
Touchpoints
Scheduling(
Experience)
Need+
Referral Experience
Ease of Process
First(Visit(
First+Visit+
Awareness(
Scheduling+
Treatment(
Treatment+
Advocacy
Transi6on(
Follow6up+
Physical
Touchpoints
Key Activities
Treatment Phase
Communication
about Patient
Physician contracts call
center for additional
information
Pain Points
• Calls not returned
• Provided incorrect information
• Need to repeat their “story”
Internal Processes
How can CRM support/improve process?
Liaison Pain Points
• Incomplete records
• Information needs
• High volume of calls
Information Needs
• What is currently collected, needs migrated
• What needs to be collected
• How should that information be organized
Experience Monitoring in Real Time
Are we improving?
Assessing, Monitoring and Tracking
• Surveys
• Key Metrics
• Reports and Trends

26. Using multiple channels
to gather input
Experience monitoring
in real time
Reinforce
Listening
posts at high
impact
touchpoints
Listen
Customer = Fan
Deliver
Promise
Develop a message
that resonates
Define
Experience
maps for
insights and
action
Prioritize for high
impact

27. In Summary
• Listening to your customer is essential
for developing experience management
strategies that grow advocacy
• Capturing insights requires sourcing
data from multiple channels and
touchpoints for a complete picture of
the total experience
• An organization’s ability to quickly
assimilate voice of the customer data
into their experience management
strategy can help keep pace in the ever
– evolving healthcare industry

28. Getting Started
• Create your experience map
• Identify digital and physical touchpoints
and data available
• Identify any gaps (where you need
information)
• Use your experience map to provide a
visual of the current and ideal experience
• Prioritize change at high priority
touchpoints/interactions
• Share insights with other stakeholders to
develop an action plan for impact

29. Questions?

30. “The experience begins and ends outside the
institutional walls.
This is where expectations are set and advocacy
(word of mouth) often takes place.”
- Gelb Consulting Group
Questions?
Shannon Frazier
sfrazier@endeavormgmt.com