The Organizational Transformation Checklist As told through three digital solutions

Agenda

1 2 3

CarilionBackground

ThreeCaseStudies

Transforma7onChecklist

Carilion Clinic

Carilion Clinic •  Na#onallyrankedintegrated

healthcaredeliverysystem•  Taxexempt•  $1.5billioninannualrevenue•  HeadquarteredinRoanoke,Va.•  12,000employees•  1,000employedproviders•  7hospitals+children’shospital•  Urgentcare,wellnesscenters,

telemedicine,pharmacies,homehealth

•  VirginiaTechCarilionSOM&RI•  JeffersonCollegeofHealth

Sciences•  GraduateMedicalEduca#on

National Recognition

Deteriorating web presence

Digital an organizational after-thought

MyChart early adopter, but self-service features lacking

Ratings & Reviews not published

Content becoming disorganized

Falling Behind Digitally

Carilion’s Point of Departure

Mobile Visitors

MorethanhalfofallvisitorstoCarilionClinic.orgarecomingfrommobiledevices*

*2016 YTD via Google Analytics

50%

Business Goals

Patient retention

New patient acquisition

Operational efficiency

Improve digital patient

experience

Engage patients

everywhere

Treating Patients Like Consumers

Control, Choice, & Transparency

77% of patients think that the ability to book, change or cancel appointments

online is important

40% of patients can digitally self-schedule some appointments at the top

100 health systems

How much control do the patients have?

How much choice do the patients have?

80% of respondents listed price transparency as a factor in choosing a

healthcare provider How transparent is the patient experience?

http://www.accenture.com/us-en/Pages/insight-patient-engagement-digital-self-scheduling-infographic.aspx?c=psv_hlthtvref_00021&n=smc_0615 http://www.modernhealthcare.com/article/20150623/NEWS/150629957

Patients Are Digitally Demanding

American consumers have a high bar for their digital solutions

Carilion’s Journey to a Better Digital Patient Experience

Building Blocks of a Digital Roadmap

1 2 3

BeDataDriven

BeUser-Centered

Beleanandflexible

Learnwhatthepa#ent

wantsandgiveittothemDeliversimpleexperiences

thatalignwithcri#calpa#entpathways

Buildanddeploysolu#onsquicklyand

adaptbasedonfeedback

Change is hard. Here’s how we started…

Findaservicelinethat’sreadytoinnovate

andfocusonitCarilionCosme#cSurgeryCenter

Iden#fyakeydigitalpa#entjourney

andgetstartedHomepage->FindaDoctor->

PhysicianProfiles

Getapla_ormtodriveorganiza#onalchange

Mobile-firstpa#entexperience

The Work

Case Study 1: Carilion Cosmetics Center Leveraging E-Commerce best practices to

increase consultation volume

Case Study 1: Carilion Cosmetics Center

Case Study 1: Carilion Cosmetics Center

•  Flat information architecture

•  Storytelling through editorial content to drive conversion

•  Clear calls to action

•  70% increase in consultation requests through the web

•  130% increase in overall site engagement

Whatwechanged Results

Case Study 2: Find A Doctor

Continuously improve the most valuable pathway

Case Study 2: Find A Doctor

Case Study 2: Find A Doctor

Case Study 2: Find a Doctor

•  Start with provider profiles

•  Get the patients to where they want to go (Find A Doc)

•  Clear calls to action

•  Focus on utility

•  15% increase in page views

•  16% conversion rate

•  30% engagement rate

Whatwechanged Results

Case Study 3: Mobile First

•  Rapidincreaseofmobilewebusage

•  Mosttransac#onalandvaluable

pa#entinterac#ons

•  Opportunitytoinnovateregionally

50%

2014

2015

2016

33%

41%

50%

Case Study 3: Mobile First

How did we get the organization to agree to this?

Mapped patient needs to business needs Collaborated on a two-year roadmap

CFO

COO

CMIO

CAO

CEO

Case Study 3: Mobile First

•  Establish a platform to build

from for multiple years

•  Begin to generate ROI in year

one

•  Simplified content and flow

•  Increase in online

appointments scheduled

•  Increase online downloads

and form submissions

•  Reduce cost and time to build

new features

Whatwehopetoaccomplish Successmeasures

Looking Ahead

Sample Digital Roadmap

ESTABLISH ENHANCE DISRUPT

‣  New Design Language

‣  Responsive Design

‣  Content Management

‣  Data Migration

‣  Advanced Find a Doctor

‣  Mobile First Experience

‣  Epic Integration

‣  Open Scheduling

‣  Ratings & Reviews

‣  Personalized MyChart App

‣  BI Dashboard

‣  Population Health Mgmt.

‣  Clinical Trials Tool

Tips for Success

ü  Assess organizational readiness

ü  Find some quick wins

ü  Take an iterative approach

ü  Don’t call it a “redesign”!

ü  Find champions – particularly physicians

ü  Communicate constantly

Thank You