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A Get Well Card for Healthcare SectorsCustomer Experience Trend Tracker

Q1 2010


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www.beyondphilosophy.com 3Beyond Philosophy © All rights reserved. 2001-2010

The Beyond Philosophy Perspective

Customer Experience

is all we do!

Thought leadership is

our differentiator

Offices in London,

Atlanta with Partners in

Europe & Asia

Fourth book launched

in September 2010

Focus on the emotional side

of the Customer ExperienceLinks with

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A Get Well Card for Healthcare SectorsCustomer Experience Trend Tracker

Q1 2010


Agenda

6Beyond Philosophy © All rights reserved. 2001-2010

Introduction

The Cost-Health Outcome Balance

The Shift In Healthcare

The Artificial Divide in the Healthcare

Experience

The Customer Experience Way

Recommendations

Q&A


Healthcare = Koyaanisqatsi

7

In the Hopi language, “Koyaanisqatsi”

means "crazy life, life in turmoil, life out of

balance, life disintegrating, a state of life that

calls for another way of living“

In the USA, one-third of health care

expenditures, about $700 billion or nearly

5% of GDP, did not improve health

outcomes. (Source: Congressional Budget

Office, 2006 )

In the UK, projections show that the cost of

the existing [NHS] system will almost double

by 2026, yet without any improvement in the

outcomes that could be achieved through

radical reform. (Source: King’s Fund, 2010)


Ideal View of Healthcare

8

Perfect balance between outcomes and cost. Result:• Customer’s expectations are generally met

• Customers feel value for money

• Customers would be satisfied with the healthcare experience (regardless

of ultimate health outcome)

Health

Outcomes

Healthcare

Cost


Actual State of Healthcare

9

3Bettering health outcomes has

generally meant increasing costs

Reducing spend has generally meant

a negative effect on health outcomes 4

Health

Outcomes

Healthcare

Cost

2Cost and health Outcomes

intimately linked, locked even

1Costs are

unsustainable

$ $ $


Customer Experience Trend Tracker Research

1,000 interviews

UK and USA

Online survey looking at the

healthcare experience across four

key touch points:

Physician/Primary healthcare

provider

Hospital

Pharmaceutical Company

Health Insurer



Expectations are not met for a sizable minority


Health InsuranceExperience

Are healthcare consumers’ expectations met?

Per

cen

t of

Hea

lth

care

Co

nsu

mer

s

Hospital Experience

13%

39%

Exceed-

ed

13%

27%

Never or

rarely

met

Exceed-

ed

13%

33%

Exceed-

ed

Physician Experience

28%

23%

Never or

rarely

met

Exceed-

ed

Never or

rarely

met

Pharmaceutical Company Experience

Never or

rarely

met

Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy

Never or rarely met Exceeded


A large proportion of people do not feel they get what they pay for


Value for money

How much value for money does the healthcare experience provide?

18%

35%

More than

paid for

Less

than paid

for

31%

21%

More than

paid for

Less

than paid

for

15%

40%

More than

paid for

Less

than paid

for


Hospital ExperiencePharmaceutical

Company Experience

11%

33%

More than

paid for

Less

than paid

for

Physician Experience

Per

cen

t of

Hea

lth

care

Co

nsu

mer

s


Less than paid for More than paid for


At least a third of healthcare consumers think it’s necessary to improve the healthcare experience



How necessary is it for the provider to improve the experience?

Hospital Experience Physician ExperiencePharmaceutical

Company Experience

49%

10%Not at allExtremely

45%

13%

33%

24%

34%

18%

Per

cen

t of

Hea

lth

care

Co

nsu

mer

s


Extremely necessary Not necessary at all

Not at allExtremely Not at allExtremely Not at allExtremely


Stories and Emotions


“…I fear to be a

patient….not because of

the errors and unreliability

of healthcare but because

of indignity, the loss of

influence, the image of

myself in a hospital gown,

homogenous, anonymous,

no longer myself…”

“…this is the first thing that

we do - we strip you of your

dignity, we serve you

miserable food, we put you

in a sterile room that smells

of chemicals when you are

at your weakest, most

vulnerable point of your

life….”

“…at that moment I realised

I had made a major

mistake, I took her dignity

from her….”

Don Berwick, Director, Medicare

and Medicaid

Bridget Duffy, Dir, CE,

Cleveland Clinic, formerly Dir.

Of Empathy

Dr. Regina Benjamin, Surgeon

General


Emotional Profile of the Healthcare Experience

15

Sourc

e: Q

1 2

010 C

usto

mer

Experi

ence T

rend T

racker,

Beyond P

hilosophy



Emotional Engagement: NHS (UK) vs. “pay to play” (USA)

16

2%

6%

8%

The top emotions evoked in the healthcare insurer experience by geography

10%

0%

12%

USA UK

Cared for TrustingSafePleasedInterestedStressedIrritatedDisappointed ValuedAnnoyed HappyNeglected Unhappy

4%

Per

cent

of H

ealth

care

con

sum

ers

who

se

lect

ed th

e em

otio

n as

one

of t

he to

p 3

evok

ed in

the

heal

th in

sure

r ex

perie

nce

Lt green shading = Positive emotions Lt red shading = Negative emotions




Solutions: Patient Centred Care has the Momentum

17

Point of Care

“..aims to transform patients’ experience of

care in hospital. The goal of the programme

is to enable health care staff in hospitals to

deliver the quality of care they would want

for themselves and their own families.”

Medical Homes

“…an approach to providing comprehensive

primary care... that facilitates partnerships

between individual patients, and their

personal providers, and when appropriate,

the patient’s family."

Planetree Model

“…a patient-centered, holistic approach to

healthcare, promoting mental, emotional,

spiritual, social, and physical healing. It

empowers patients and families through the

exchange of information and encourages

healing partnerships with caregivers. It

seeks to maximize positive healthcare

outcomes by integrating optimal medical

therapies and incorporating art and nature

into the healing environment.”



The Benefits from Patient-Centered Care

The medical home approach has been associated with less difficulty accessing care

after hours, improved flow of information across providers, a positive opinion about

health care, fewer duplicate tests, and lower rates of medical errors. (Schoen et al, Toward

Higher-Performance Health Systems: Adults’ Health Care Experiences In Seven Countries, 2007)

The patient-centered model has been linked to "improved quality, reduced errors, and

increased satisfaction“ (Thomas C. Rosenthal, 2008, The Medical Home: Growing Evidence to Support a New

Approach to Primary Care,

"The better the primary care, the greater the cost savings, the better the health

outcomes, and the greater the reduction in health and health care disparities.“(Epstein AJ.

The role of public clinics in preventable hospitalizations among vulnerable populations. Health Serv Res 2001; 36: 405–20)


Without patient-centered care Patient-centered care


The Artificial Divide in the Healthcare Experience

19

Physicians & HospitalsPharmaceuticals & Insurers

Customer’s Healthcare Experience



Poll Question

20

Sh

are

of

role

in

kee

pin

g

hea

lth

care

co

nsu

mer

s h

ealt

hy

Healthcare consumer’s perception of healthcare providers’ importance in keeping them healthy

( the total sums to 100%)

Sourc

e: Q

1 2

010 C

usto

mer

Experi

ence T

rend T

racker,

Beyond P

hilosophy

Which provider do you think customers choose

as the most important in keeping them

healthy?

1. Hospital is most important

2. Physician is most important

3. Pharmaceutical Company is most important

4. Health Insurance Provider is most important



The Healthcare Experience Gap

21

Sh

are

of

role

in

kee

pin

g

hea

lth

care

co

nsu

mer

s h

ealt

hy



Physician/ Primary Healthcare provider

Hospital Health InsurerPharmaceuticalCompany

1

Bey

ond

Phi

loso

phy’

s he

alth

care

clie

nt’s

pe

rcep

tion

342

Sourc

e: Q

1 2

010 C

usto

mer

Experi

ence T

rend T

racker,

Beyond P

hilosophy



The Healthcare Experience Gap

22

Sh

are

of

role

in

kee

pin

g

hea

lth

care

co

nsu

mer

s h

ealt

hy




21%

Hospital

29%

Health Insurer

24%

PharmaceuticalCompany

26%

1

Bey

ond

Phi

loso

phy’

s he

alth

care

clie

nt’s

pe

rcep

tion

342

Sourc

e: Q

1 2

010 C

usto

mer

Experi

ence T

rend T

racker,

Beyond P

hilosophy



Emotional Wellbeing


Percent of healthcare experience that should be devoted to emotional wellbeing

Hospital

19%

Pharmaceutical

18%


22%

Health Insurer

24%



Emotional Profiles: Pharmaceutical Company and Health Insurer

24

Sourc

e: Q

1 2

010 C

usto

mer

Experi

ence T

rend T

racker,

Beyond P

hilosophy



Emotional Profiles: Physician and Hospital

25

Sourc

e: Q

1 2

010 C

usto

mer

Experi

ence T

rend T

racker,

Beyond P

hilosophy



The Benefits of the Customer Experience Way

26

Without patient-centered care Patient-centered care

Customer Experience Way

3

21



Same as

everybody else

More expensive

PRICING

Undifferentiated

Differentiated

EMOTIONAL

ENGAGEMENT

Extract

commodities

Stage

experiences

Make

goods

Deliver

services

Source: Welcome to the Experience Economy, Pine & Gilmore, HBR, July-August 1998

Treating the obvious

symptoms

Customer Experience and Being Sick

Treating the

disease

Treating the

patient

Managing

wellbeing



Ch

ron

ic I

lln

ess

Interaction Monitor (based on Beyond Philosophy client engagements in Healthcare)

28

Jan Feb Mar Apr May Jun Jul Aug Oct Nov DecSep

Hospital

Physician

Pharma

Insurer

Healt

hy

Hospital

Physician

Pharma

Insurer

Focus of most patient centered care approaches


Summary

29

Consumers experience healthcare as

whole, not in discrete buckets.

Current Patient centered care solutions are

based on customer experience principles

but focus primarily on the patient – point of

care experience (i.e. physician and hospital)

However, most of the health care

experience occurs with pharmaceutical

companies and health insurers providing

these two sectors with untapped potential to

maximize health outcomes while reducing

costs.

The key to customer experience

applications is an understanding of what

drives emotional emotional involvement.



Recommendations

30

Physicians

• Don’t be hostile to the outstretched hand of the pharmaceutical company and health insurers in their honest efforts to care for the patient.

Hospitals

• Be conscious of patients’ emotional needs in addition to their medical ones.

• Consider adopting the Planetree model.

Pharmaceuticals

• Look to take on a substantial role in the medical home.

• Utilize your numerous interaction points to engage customers more directly.

Health Insurers

• Now that universal coverage is coming to the US, focus on emotional engagement, track your emotional profile and use the UK as an initial benchmark.

• Approximately 15% of your budget should be devoted to improving customers’ emotional wellbeing.

• Keep track of the difference in the perception of the experience between healthy and unhealthy customers. Especially in their positive and negative emotional experiences.

• Assess the experience you actually provide with an outside-in point of view. We typically use “Customer Mirrors” for this purpose.

• Investigate and identify he root causes of the full customer experience you are delivering, making sure you uncover conscious and subconscious aspects of the experience.



Questions?


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