Leading the Customer Experience Revolution. Customer experience is radically shifting to the forefront in healthcare. Examine the leadership role of marketing in driving excellence in service design, patient experience, and social engagement. Margaret Coughlin, SVP and Chief Marketing & Communications Officer Boston Children’s Hospital (Boston, MA); Suzanne Hendery, VP, Marketing & Public Affairs, Baystate Health (Springfield, MA); Paul Matsen, Chief Marketing & Communications Officer Cleveland Clinic (Cleveland, OH); Linda MacCracken, (Facilitator), Senior Principal, Accenture. Presented at the 2016 Healthcare Marketing & Physician Strategies Summit, Chicago, 5/22/2016

1. Healthcare Marketing and Physician Strategies Summit
May 24, 2016
The Customer Experience Revolution:
Baystate Health / Cleveland Clinic / Boston Children’s

2. Healthcare Marketing & Physician Strategies Summit
The Experience Revolution
• Suzanne Hendery / Baystate Health
Vice President & Chief Marketing and Communications Officer
• Paul G. Matsen / Cleveland Clinic
Vice President & Chief Marketing and Communications Officer
• Margaret Coughlin / Boston Children’s Hospital
Senior Vice President & Chief Marketing and Communications Officer
• Linda MacCracken / Accenture
• Senior Prinicipal, Consumer Engagement

3. 3
The Experience Revolution
• Customer experience is radically shifting to the forefront in healthcare.
Examine the leadership role of marketing in driving excellence in service
design, patient experience, and social engagement
Copyright © 2016 Accenture All rights reserved.

4. 4
Experience Revolution
2016 Accenture Consumer Research
Consumers (now) find provider switching a hassle
though are less loyal than to banks and hotels
Consumers pick providers
based on personal
recommendations and
customized experiences
Switching challenges will
evaporate as…
Valued experiences create more
personalized experiences
Switching will increase due to digital health adoption and transparency
75%
80%
85%
90%
95%
100%
0% 10% 20% 30% 40% 50% 60% 70%
Higher
Lower
EasierHarder
Ease of Switching
ConsumerRetention
Food Service
Healthcare Providers
Cable/Satellite Service
Wireless Service
P&C Insurance
Retail Banking
Gas and Electric Utility
Life Insurance
Consumer Electrics
Hotels & Lodging
Consumer Good Retailers

5. Baystate Health:
Best Practices to Continually Re-Engage with Patients & Physicians
Ask, listen and deliver
Copyright © 2016 Accenture All rights reserved. 5
A Massachusetts Health System
1
2
3
Provide edutainment programs
Design service approach for new
programs

6. Baystate Loyalty Clubs:
Creating Ongoing Engagement With Seniors and Women
Over the next 20 years, seniors will remain
the dominant category for hospitalization.
Senior Class: Began 1987
Members: 22,000, 55+, region-wide,
hospital based
Staff: 1 FTE and volunteers
Women make the majority of healthcare decisions.
Spirit of Women: Began 2001 (not associated
with national Spirit of Women program).
Members: 15,000, women of all ages,
region-wide, hospital based, free.
Staff: 1 FTE
Cost per member: $5-$7 per program
Total annual budget for each program:
~$120,000 (includes staff) yet self-supporting
with sponsorships
ROI: Typically 30% of program attendees will
make appointments
Member Benefits
Newsletter (print and email) with programs with MDs
Social events
Relationship with 1 person who cares
Service and product discounts
Why Seniors? Why Women? Costs
Health System Benefits
Medicaid Managed Care program
Marketing
Development
Legislative Affairs
Volunteers
Community Relations
Accountable Care
Organization (ACO)

7. Assess
& Define
Culture
Comm
Campaign
Leaders’
Toolkit
New Employee
Orientation
Reward
& Recog
ACCOUNTABILITY
On-the-Job
Training
Rounding Coaching
Performance Evaluations
Slide used with permission from Jake Poore, Integrated Loyalty Systems
Baystate Service & Facility Design Process:
Engaging Physicians & Their Teams For Excellent Patient Experience

8. 17
Triage concerns to
Identified “Go To
People” For
Resolution
Clinical Services
Operations
“Go To People”
Warm hand off
Pathways for complex
patients
Baystate Physician Referral Program :
Engaging Physicians For Excellent Referral Experience
Issues/
Concerns
Issues/Concerns
Key Information
Office of Physician Referral
Management
“Always says yes!”
Physician Liaisons
Interfaces with Field
Reps
Referrals
Data Analytics

9. 49,166
Employees
9 Community
Hospitals
21 Family Health &
Wellness Centers
6 National &
International
Locations

10. • Transparency
• Communications
• Caregiver Experience

11. Physician Ratings
Physicians ranked #1
in Google 81%
2015 Page Views
3.1 Million
Page Views Q1-Q4
+37%

12. 0
20
40
60
80
100
2009 2010 2011 2012 2013 2014 Q2 '14-
Q1 '15*
Nat’l %ile
Rank
Nurse Comm
Doc Comm
Meds Comm
Patient Discharges
Cleveland Clinic
HCAHPS Ratings
National Average
Source: CMS
*latest published hospital ratings

13. Caregiver Experience
Patient
Experience
Employee
Engagement
Clinical
Excellence
Caregiver
Experience

14. Brand
RECRUITMENT ONBOARDING EDUCATION ENGAGEMENT
PATIENT EXPERIENCE

15. Caregiver Experience
Pageviews
25,000
Monthly Visits
800

16. “The strength of the individual was
the strength of the group.”
- George W. Crile, MD
Everyone at Cleveland Clinic is a caregiver.
We all have the power.
The power to help.
The power to heal.
The power to change lives — beginning with our own.
That’s the power of the group.
That’s THE POWER OF EVERY ONE.

17. THE POWER OF EVERY ONE

20. Boston Children’s Digital Customer Experience Journey - Urology 2016
Key Performance Indicators (KPI’s) - Reduced Cancellations - Reduced wait time patients & Clinicians - Increased operational efficiencies
Pre-Treatment Treatment Post TreatmentAcquisition
Awareness
Search
treatment
SEM & SEO
Social
Media
Targeted
email
Earned
Media
Social
Sphere
Reputation Sites
Google Search
Google +
HealthGrades
Blogs
&
ratings
BCH Site
Sponsored
Content
Consideration
Service
Portal
Mobile
Responsive
Clinician
Profiles
Ratings
Engagement
BCH Site
Laptop
Schedules
visit in Epic
Software
Online
Form
Determination
Upload films
Completes
digitized forms
online
Alert is emailed to
admin forms are
completed
Emails triggered
1. Confirm App
2. Directions
3. Link to forms
4. PDF on conditions
Text reminder
(7 days prior)
Treatment
Digital check-in
Reduced
Lines & wait time
for patients &
clinicians
Clinician has
complete
information before
visit
Administration
Retrieves forms
Prepares visit package
Uploads legible forms
into PowerChart
Service
Portal
Chart, vitals
& data
Testimonials
story Telling
Remote
monitoring
Retention
Doctor emails
meaningful use
education forms
Patient follow-up
reports & emails
Social
Sphere

21. Objective
Create CHD community that will strengthen patient loyalty & grow volume
 Well defined, consistent content approach – with a focus on
humanizing our care
 Partner with Heart Center staff – consistently celebrate progress
Impressions / Engagement / website traffic / 2nd opinions / referrals
Measurement
53K fans
1.5K avg. post
engagements
17 patient
leads
35 referral
questions
 Respond to every post to page, engage with all comments
 Re-share fan content (Photo of the Week)
 Partner with relevant advocacy groups and leverage content
 Utilize video / photography / stories – clinician/patient specific
Tactics
Community Strategy

22. 22
• Our commitment to becoming a High Reliability Organization
• Enterprise-wide culture shift around key behaviors that support
quality, safety and experience:
» Speak Up for Safety
» Communicate Clearly
» Pay Attention to Detail
• For our families, this means building a culture where:
» They feel confident asking questions
» We encourage them to ask
» We close the loop on all communications

23. 23
The Experience Revolution
• Customer experience is radically shifting to the forefront in
healthcare.
Examine the leadership role of marketing in driving excellence in
service
design, patient experience, and social engagement
Copyright © 2016 Accenture All rights reserved.

24. Healthcare Marketing & Physician
Strategies Summit
The Experience Revolution
• Suzanne Hendery / Baystate Health
Vice President & Chief Marketing and Communications Officer
• Paul G. Matsen / Cleveland Clinic
Vice President & Chief Marketing and Communications Officer
• Margaret Coughlin / Boston Children’s Hospital
Senior Vice President & Chief Marketing and Communications Officer
• Linda MacCracken / Accenture
• Senior Prinicipal, Consumer Engagement