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
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