When healthcare entrepreneur and consultant Leonard Kish said “Patient engagement is the blockbuster drug of the century,” he summed up the power of engagement to improve health outcomes. But the inpatient hospital experience can sap a person of autonomy and control, making it more difficult to engage patients in their own care. How can we give back that sense of autonomy to hospitalized patients and inspire them to be responsible for their own care?Hilton Hotels has reimagined the guest experience, using digital tools to give guests a greater sense of autonomy, to offer more personal choices and to reduce “friction” inherent in travel. Many of these tools can be used in hospitals to increase the feeling of control and autonomy for patients and family members and reduce the stress and confusion inherent in a hospital stay. By learning lessons from the hotel industry, healthcare organizations can increase the sense of control and personalize the hospital stay in ways that result in more positive and more powerful patient engagement.

1. The Best Exotic Marigold Hospital
Bringing Hilton’s guest experience to healthcare
Session 43, February 20, 2017 1:30 – 2:30 pm
Nathalie Corredor, BA, MBA, SVP Strategy
Nick van Terheyden, MD, Chief Medical Officer

2. Speaker Introduction
Nathalie Corredor, BA, MBA
SVP Strategy
Hilton Worldwide
Nick van Terheyden, MD
@drnic1
Chief Medical Officer
NTT DATA Inc.

3. Conflict of Interest
Nathalie Corredor, BA, MBA
Has no real or apparent conflicts of interest to report.
Nick van Terheyden, MD
Salary: NTT DATA Inc.

4. Agenda
• Healthcare Engagement – Design for service
• Hilton Digital Engagement Success Story
• Hospitality vs. Hospital
• The future – What’s around the corner?
• Final Takeaways
• Questions

5. Learning Objectives
• Develop an understanding of the way that increasing patient autonomy
results in greater patient satisfaction and engagement.
• Explain the digital apps and tools used in the hotel industry and help
attendees understand the way these tools can be incorporated into a
hospital setting to increase patient engagement and patient satisfaction.
• Review the use of tablet apps for patients/families and the functionality that
can enhance patient engagement.
• Demonstrate the cost efficiencies and improved staff motivation that can
result from use of consumer digital engagement tools.

6. In India we have a saying:
Everything will be alright in the end, so if it is not alright then it
is not yet the end.”
Movie: Best Exotic Marigold Hotel

7. Healthcare Engagement – Design for Service

8. 55%of US online adults are likely to
abandon their transaction if they
cannot find a quick answer to their
question or problem.
- Forrester Research

9. Generational Scoring
Greatest
Generation
Silent Generation Baby Boomer Gen X Millennial Boomlets
Customer Friction FactorSM
Scoring varies based on
Generation. Channels need to vary based on Generation.
Engagement
Text MeI’m Online I’m MobileEmail Me
Come See Me In
Person
Call Me
Preferred
Channel
Don’t call me.
Ever.
Don’t call me.
Ever.
Don’t make me
come over there
Don’t make
me go online
Don’t make
me go online
Disliked Channel
Don’t make me
come over there

10. Disengagement
Spectrum
• Friction does not win
customers
• Multiple neutral
experiences create loyalty
• Repeat high friction
experiences drive
disengagement, loss of
transaction and loss of
the customer
Neutral Zone
Unimpressed
Impatient
Annoyed
Frustrated
Angry
Vengeful
CFF
SM
Score
Number of Engaged Customers
0 - 150
151 - 200
201 - 250
251 - 300
301 - 350
351 - 400
401 -
8
Losemultiple
Sales
Losethe
Customer
Losethe
Transaction
Customer
Satisfaction /
Loyalty
Systemic neutral
experiences lead to
positive brand
perception

11. The Impact of
Customer Friction
Profit
Among top hotel
brands, those with
the lowest CFF SM
score were twice as
profitable as those
with higher CFF SM
scores.
Customer Friction
Customer Friction Factor
SM
Score
Profit
Earnings
Per
Share
$3.55
$1.72

12. Patients expecting more from providers
Make It Easy To
Navigate
“I want to be able to
access information I
need when I need it; I
want you to help me find
what I need”
Respect My Time
“I don’t want to wait for
appointments; I don’t
want to spend a lot of
time in waiting or exam
rooms””
Respect My
Opinion
“I did my research and
expect you to listen to
me”
Be Transparent
“I want to know what
things will cost, I want to
know what is happening
next and why”
Insert icon here
Know Who I Am
“I don’t want to fill out
the same forms every
time I visit; I want you to
know more about me
and my family than
what’s in my EHR”
Help Me Connect
With Others
“I want to share my
experiences with others
who face similar
challenges”

13. Hospitality has evolved

14. CUSTOMERS
AT THE
HEART

15. WHY ARE DIRECT
CUSTOMER
RELATIONSHIPS
IMPORTANT?
LESS
LIKELY TO
SWITCH
LESS
PRICE
SENSITIVE
BUY
MORE
OFTEN
LOWER
COST
$
BETTER CUSTOMER
EXPERIENCE
♥

16. “Hilton inspires me
to find and plan
amazing trips and
experiences, not
just booking a
hotel”
Pre-Arrival Stay Depart AdvocateDream Shop Book
“It’s so easy to
quickly find what I
need with
confidence and at
the best price”
“Booking with
Hilton is fast and
secure and I can
tailor my trip”
“Hilton is seamless,
easy and better
before I even get
there”
“The app gives me
an even better
experience when I
stay at Hilton”
“Hilton saves
me time”
“I feel part of a
Hilton community
of savvy travelers
and am rewarded
for it”

17. INTEGRATED
STRATEGY

19. Integrated Customer Journey Model
IT
Platform

20. LOVED BY GUESTS
UNIQUE IN OUR INDUSTRY GLOBALLY
AVAILABLE EVERYWHERE
LEADING APP
DIGITAL CHECK-IN
FIRST AT SCALE
+450 HOTELS
LEADING FUNCTIONALITY

21. Now live at 3,500 hotels...

22. Guests can set
favorite rooms
for quicker
check in

23. Hilton Digital Engagement Success Story
• Check out the
Hilton App

24. Piloting
two-way
conversation
in app
Guests get an answer
within minutes

26. Fitness Guest Rooms: wellness when you want it

27. TRU: First stab at functional and digital fitness

28. Hilton All-Day Bar Prototype

29. People will
forget what you
say, forget
what you did,
but they will
never forget
how you made
them feel…

30. Survey Question
How far will you travel for your favorite brand?
a) 5 miles
b) 10 miles
c) 15 miles
d) 30 miles
e) More than 30 miles

31. Healthcare: We can design for Service

32. Hospitality vs. Hospital
We know you You know us
1. How far will you travel for favorite
brand?
2. Satisfaction Guaranteed
3. Wellness is the new focus
1. Engagement makes a brand
“sticky”
2. Empowered problem solvers
3. Digital information to enable
healthy choices

33. Survey Question
How important is a satisfaction guarantee to you?
a) Not important
b) Somewhat important
c) Very important
d) Never pay attention to it

34. The Future: What’s around the corner?
HEALTHY GUEST POC
WELLNESS PREVENTIVE CARE CHRONIC CARE
Hospitality provider driven capabilities based
on profile information provided. General
wellness inputs required
• Weight Loss
• Healthy Menu
• Specialized
• Personalized menu
• Exercise / Fitness Specialists
Partnership with Healthcare providers.
Requires health inputs from guest
• Dietary requirements due to specific conditions
• Physical activity requirements
• Sleep apnea / sleep needs
• Allergies
• Therapies
• Depression
Partnership with Healthcare providers.
Requires guest to share health information.
• Diabetes
• Hypertension
• Congestive Heart Failure
Inform Track / Educate /
Remind
Alert
Wireframe for the future

35. Live Demonstration
Wearable Monitoring

36. Additional Resources
White Paper: Reduce Friction to Delight Your Customers
Microsite: http://healthcaretech.cio.com/

37. All we know about the future is that it will be different.
Perhaps what we fear is it will be the same.
So we must celebrate the changes, because – as someone
once said,
Everything will be alright in the end, so if not alright then
then trust me it is not yet the end.
Movie: Best Exotic Marigold Hotel

38. Final Takeaways
• Different communications requirements by
generation and Hospitality has evolved to
meet the diverse needs and expectations
of their customers – Customer is the heart
of everything
• Digital Technology is the enabler to allow
connection at every point in the
engagement before, during and after
• Experience through the Customer/Patient
eyes; path to improved customer/patient
experience – an investment you cannot
afford not to make

39. Questions
Nathalie Corredor, BA, MBA
SVP Strategy
Hilton Worldwide
Nick van Terheyden, MD
@drnic1
Chief Medical Officer
NTT DATA Inc.

40. Digital Healthcare Engagement Benefits
• Satisfaction: 90% increased satisfaction rate for patients and physicians who use online tools.
(http://sloanreview.mit.edu/case-study/when-healthcare-gets-a-healthy-dose-of-data/)
• Treatment/Clinical: 80% of patients who can access their own EHRs use health information.
(http://www2.deloitte.com/content/dam/Deloitte/us/Documents/life-sciences-health-care/us-dchs-provider-analytics-report.pdf)
• Electronic Secure Data: Digital consumer engagement tools can be integrated into the flow of clinical data, adding important
patient-provided input that can improve clinical decision-making.
– 40% of primary physicians see 21-30 patients per day, which equates to 16 minutes.
– 85% of physicians believe digital health tools hold at least some capacity to improve care (American Medical Association)
• Patient Engagement and Population Management: Patient education videos and other materials can be incorporated in to
tablet/smartphone apps, allowing patients to learn about their disease process and providing clear discharge instructions.
– 80% of what affects health outcomes is associated with factors outside the traditional boundaries of healthcare delivery.
(Robert Wood Johnson Foundation and University of Wisconsin Public Health Institute)
– 80% of providers and patients are satisfied with video-based care as a means of reaching people in rural locations
(University of Missouri School of Medicine)
• Savings: Urban hospitals in Texas with automated clinical information systems had fewer complications, lower mortality rates,
and lower costs. (Archives of Internal Medicine and the Commonwealth Fund).
The most effective tools in increasing patients’ meaningful participation in care:
– 38% -- patient portals
– 14% -- secure email
– 9% -- patient-generated data stored in EHR
– 8% -- online and mobile scheduling
– 6% -- benefits design
– 6% -- wireless/wearables
(New England Journal of Medicine)

41. The Best Exotic Marigold Hospital
Bringing Hilton’s guest experience to healthcare
Session 43, February 20, 2017 1:30 – 2:30 pm
Nathalie Corredor, BA, MBA, SVP Strategy
Nick van Terheyden, MD, Chief Medical Officer