improving the patient experience through content

Improving the Patient Experience (PX)

Through Content

Ahava Leibtag, PresidentAha Media Group

New England Society for Healthcare Communications

June 1 2016

www.ahamediagroup.com

Who I am

Ahava LeibtagPresident Aha Media Group@ahavaL

Download the first chapter for free at

www.thedigitalcrown.com

@ahavaL #NESHco2016

Deep Sea Oil Rigging

Production Casing

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Oil Shale

Bottom-setting Platform

Unemployment

Healthcare?

Patient Experience?

Patient Experience Experts• Marissa Duswalt, Director, Patient Experience, Stanford

Healthcare• Tony Padilla, Chief Patient Experience Officer, UCLA Health• Stephanie Reid, Director, Patient Experience, Carroll Hospital• Paul Sommer, Senior Director, Patient Experience, Geisinger

Health System

o Connect with Compassion by addressing the patients as Mr./Ms. or by the name that they prefer.

o Introduce yourself with Integrity by stating your name and your role.

o Communicate with Teamwork what you are going to do, how long it is going to take, and how it will impact the patient.

o Ask with Discovery by anticipating the patient needs, questions, or concerns.

o Respond with Respect to patient questions or requests with immediacy.

o Exit with Excellence by ensuring all of the patient's needs are met.


2011 20120

20

40

60

80

100

120Press Ganey Scores at Stanford after implementing CICARE

Cancer Ambulatory

Source: https://stanfordhealthcare.org/health-care-professionals/medical-staff/medstaff-update/2013-february/201302-strategies-for-improving-the-patient-experience.html

How do we improve the patient experience through content?

What is an “experience”?

Content and user experience are your digital front door.

How do we create great experiences?

Experience Epiphanies

How do we improve the patient experience through content?

Build a customer service experience Show what will happen

Speak their languageAnswer what’s in it for me?

Keep it real (but don’t be afraid)Make it easy

The Washington

Post


NPR


Red LightA primary brain tumor is a group (mass) of abnormal cells that start in the brain. Brain tumors can directly destroy brain cells. They may also indirectly damage cells by pushing on other parts of the brain. This leads to swelling and increased pressure within the skull.



Green LightThe X Tumor Center at X Hospital is a national leader in brain tumor therapies and research. When routine treatment fails, patients and doctors turn to us.

Patients and their families travel from around the country to find hope through a personalized treatment plan and a coordinated care team. Our mission is to turn brain tumors into a chronic, controllable disease.


Green LightThe best way to understand the highly complex process of neuroregeneration therapy and how it works on the brain, is to compare it to the home remodeling process done on a damaged house. For example, new plumbing mechanisms (blood vessels), new electrical connections (synapses), and new rooms (brain cells) may be required to regain function.

Words we use


Are we connecting?• World-class• Advanced• Multidisciplinary• Cutting-edge• Compassionate• Patient-focused• Ranked by U.S.News & World Report

CHALLENGE: TOP 50 CANCER WEBSITES


Rank Top 50 Cancer Hospitals (*U.S. News & World Report) Rank Hospitals

1 University of Texas MD Anderson Cancer Center 26 Cedars-Sinai Medical Center

2 Memorial Sloan-Kettering Cancer Center 27 University of Kansas Hospital

3 Mayo Clinic (Rochester, MN) 28 Vanderbilt University Medical Center

4 Johns Hopkins Hospital 29 Yale-New Haven Hospital

5 Dana-Farber/Brigham and Women's Cancer Center 30 Fox Chase Cancer Center

6 Massachusetts General Hospital 31 University of Chicago Medical Center

7 UCSF Medical Center 32 IU Health Academic Health Center

7 University of Washington Medical Center 33 Mayo Clinic (Phoenix, AZ)

9 Cleveland Clinic 34 Mayo Clinic (Jacksonville, FL)

10 Stanford Hospital and Clinics 35 Hackensack University Medical Center

11 UCLA Medical Center 36 University of Iowa Hospitals and Clinics

12 Wake Forest Baptist Medical Center 37 University of Minnesota Medical Center

13 Hospital of the University of Pennsylvania 38 NYU Langone Medical Center

14 Northwestern Memorial Hospital 39 University of Maryland Medical Center

15 City of Hope 40 Houston Methodist Hospital

15 Seidman Cancer Center at UH Case Medical 41 Roswell Park Cancer Institute

17 Thomas Jefferson University Hospital 42 UC San Diego Medical Center

18 Duke University Medical Center 43 University of North Carolina Hospitals

19 Moffitt Cancer Center 44 Emory University Hospital

20 Ohio State University James Cancer Hospital 45 Nebraska Medical Center

21 Barnes-Jewish Hospital/Washington University 46 Hahnemann University Hospital

22 New York-Presbyterian University Hospital of Columbia and Cornell 47 University of Wisconsin Hospital and Clinics

23 University of Colorado Hospital 48 USC Norris Cancer Hospital

24 University of Michigan Hospitals and Health Centers 49 Oregon Health and Science University

25 UPMC-University of Pittsburgh Medical Center 50 Beth Israel Deaconess Medical Center

http://health.usnews.com/best-hospitals/area/tx/university-of-texas-md-anderson-cancer-center-6741945

http://health.usnews.com/best-hospitals/area/ca/cedars-sinai-medical-center-6930444

http://health.usnews.com/best-hospitals/area/ny/memorial-sloan-kettering-cancer-center-6213060

http://health.usnews.com/best-hospitals/area/ks/university-of-kansas-hospital-6670510

http://health.usnews.com/best-hospitals/area/mn/mayo-clinic-661MAYO

http://health.usnews.com/best-hospitals/area/mn/mayo-clinic-661MAYO

http://health.usnews.com/best-hospitals/area/tn/vanderbilt-university-medical-center-6521060

http://health.usnews.com/best-hospitals/area/md/johns-hopkins-hospital-6320180

http://health.usnews.com/best-hospitals/area/ct/yale-new-haven-hospital-6160400

http://health.usnews.com/best-hospitals/area/ma/brigham-and-womens-hospital-6140215

http://health.usnews.com/best-hospitals/area/pa/fox-chase-cancer-center-6231660

http://health.usnews.com/best-hospitals/area/ma/massachusetts-general-hospital-6140430

http://health.usnews.com/best-hospitals/area/il/university-of-chicago-medical-center-6431210

http://health.usnews.com/best-hospitals/area/ca/ucsf-medical-center-6930043

http://health.usnews.com/best-hospitals/area/in/iu-health-academic-health-center-6420020

http://health.usnews.com/best-hospitals/area/wa/university-of-washington-medical-center-6910750

http://health.usnews.com/best-hospitals/area/az/mayo-clinic-6860019

http://health.usnews.com/best-hospitals/area/az/mayo-clinic-6860019

http://health.usnews.com/best-hospitals/area/oh/cleveland-clinic-6410670

http://health.usnews.com/best-hospitals/area/fl/mayo-clinic-6390380

http://health.usnews.com/best-hospitals/area/fl/mayo-clinic-6390380

http://health.usnews.com/best-hospitals/area/ca/stanford-hospital-and-clinics-6932330

http://health.usnews.com/best-hospitals/area/nj/hackensack-university-medical-center-6220340

http://health.usnews.com/best-hospitals/area/ca/ucla-medical-center-6931755

http://health.usnews.com/best-hospitals/area/ia/university-of-iowa-hospitals-and-clinics-6620765

http://health.usnews.com/best-hospitals/area/nc/wake-forest-baptist-medical-center-6361700

http://health.usnews.com/best-hospitals/area/mn/university-of-minnesota-medical-center-6610004

http://health.usnews.com/best-hospitals/area/pa/hospital-of-the-university-of-pennsylvania-6231900

http://health.usnews.com/best-hospitals/area/ny/nyu-langone-medical-center-6212925

http://health.usnews.com/best-hospitals/area/il/northwestern-memorial-hospital-6430545

http://health.usnews.com/best-hospitals/area/md/university-of-maryland-medical-center-6320330

http://health.usnews.com/best-hospitals/area/ca/city-of-hope-6930590

http://health.usnews.com/best-hospitals/area/tx/houston-methodist-hospital-6741960

http://health.usnews.com/best-hospitals/area/oh/university-hospitals-case-medical-center-6410920

http://health.usnews.com/best-hospitals/area/ny/roswell-park-cancer-institute-6211120

http://health.usnews.com/best-hospitals/area/pa/thomas-jefferson-university-hospital-6230043

http://health.usnews.com/best-hospitals/area/ca/uc-san-diego-medical-center-6932820

http://health.usnews.com/best-hospitals/area/nc/duke-university-medical-center-6360355

http://health.usnews.com/best-hospitals/area/nc/university-of-north-carolina-hospitals-6360260

http://health.usnews.com/best-hospitals/area/fl/moffitt-cancer-center-6391069

http://health.usnews.com/best-hospitals/area/ga/emory-university-hospital-6380570

http://health.usnews.com/best-hospitals/area/oh/ohio-state-university-wexner-medical-center-6411100

http://health.usnews.com/best-hospitals/area/ne/nebraska-medical-center-6660005

http://health.usnews.com/best-hospitals/area/mo/barnes-jewish-hospitalwashington-university-6630930

http://health.usnews.com/best-hospitals/area/pa/hahnemann-university-hospital-6231890

http://health.usnews.com/best-hospitals/area/ny/new-york-presbyterian-university-hospital-of-columbia-and-cornell-6210024

http://health.usnews.com/best-hospitals/area/wi/university-of-wisconsin-hospital-and-clinics-6450820

http://health.usnews.com/best-hospitals/area/co/university-of-colorado-hospital-6840430

http://health.usnews.com/best-hospitals/area/ca/usc-norris-cancer-hospital-6931585

http://health.usnews.com/best-hospitals/area/mi/university-of-michigan-hospitals-and-health-centers-6440110

http://health.usnews.com/best-hospitals/area/or/oregon-health-and-science-university-6920570

http://health.usnews.com/best-hospitals/area/pa/upmc-university-of-pittsburgh-medical-center-6230029

http://health.usnews.com/best-hospitals/area/ma/beth-israel-deaconess-medical-center-6140013


SURVEY• Used Survey Monkey• Sent out link through emails, Twitter, Facebook and LinkedIn• Survey was open for 6 weeks• Closed survey at 200 respondents


GENDER

66%

34%


AGE30%

34%

8%

6%

22%


EDUCATION

6%

41%

54%


EXPERIENCE

52%

48%


WORDS/PHRASES• World-class• Advanced• Multidisciplinary• Cutting-edge• Compassionate• Patient-focused• Ranked by U.S. News & World Report


21%

World-Class

9


ADVANCED

43 26%


MULTIDISCIPLINARY

14 28%


CUTTING-EDGE

5 21%


COMPASSIONATE

17 47%


RANKED BY U.S. NEWS & WORLD REPORT

21 43%


PATIENT-FOCUSED

1 70%

111

Red Light

Minimally Invasive Aneurysm Repair throughout the Aorta: When patients are turned down for surgery elsewhere, we often have a minimally invasive solution for them that uses small incisions for access. For aneurysms, we do this endovascular work throughout the aorta — an unusual distinction .


Green Light[H3] Minimally Invasive Aneurysm Repair: Benefits and ChallengesEndovascular aneurysm repair can provide several advantages over traditional, open surgery. It provides an option for patients too frail or sick for surgery because the doctor does not need to stop your heart to perform the procedure. And, there is typically not a need for general anesthesia. Other benefits include:• Smaller incision(s)• Less pain• Shorter hospital stay and recovery


How can we get better?

Backstory: He has been working for the same law firm for 12 years and business has been growing quickly. His administrator hired the previous two IT companies but neither of them could keep up with the firm’s growing needs and he was disappointed by their work ethic. He knows the firm needs outstanding outside help because they don’t have the resources to bring in an internal IT employee. He wants a company that will help anticipate the firm’s needs. He wants to hire a highly recommended company that is extremely reliable.

Age: 38Lives in: Bethesda, MDEducation: Georgetown Law School, Penn UndergraduateOccupation: Patient Attorney in Washington, D.C.HH Income: 250K (+50K)Family: Wife, Julie, 34, Graphic DesignerDaughter, Danielle, 11Son, Michael, 8

Lifestyle/Personality: • Drives an Acura and wife drives a

Honda CRV• Gym membership and plays tennis• Coaches Michael’s soccer team• Family travels twice a year to California• Shops at Brooks Brothers and J.Crew• Dines out often with clients

Devices and Channels: iPhone, iPad, laptop and desktop

News and Information: Reads the Wall Street Journal and world news online

Tasks and Objectives:• What kind of IT support do you provide?• How much experience do you have with the

legal industry? • Do you have after business hours and

weekend technical support? How responsive are you during those times?

• Is there an assigned primary technical consultant?

• Will you recommend and purchase hardware and software products for my law firm?

• What is your pricing structure?• Who are some of your clients? Can you

provide customer recommendations?

Adam J. Seeking IT services: “We need professional help with our IT.”

Motivations

• Find an IT company that will be a good fit for his firm

Primary Questions

• What kind of IT support do you provide?• How much experience do you have with the

legal industry?• Do you have after business hours and


Secondary Questions

• Is there an assigned primary technical consultant?• Will you recommend and purchase hardware and

software products for my lawfirm?• What is your pricing structure?• Who are some of your clients? Can you provide

customer recommendations?

Actions

• Call with questions• Schedule a meeting

Possible Encounters:

• Search online• Referrals

Possible Content:

• Services• Portfolio• Support Hours

Possible Content:

• Products• Pricing• Customer Testimonials

Possible Modes of Engagement


Motivations

• Find an IT company that will be a good fit for his firm

Primary Questions

• What kind of IT support do you provide?• How much experience do you have with the

legal industry?• Do you have after business hours and


Secondary Questions

• Is there an assigned primary technical consultant?• Will you recommend and purchase hardware and

software products for my lawfirm?• What is your pricing structure?• Who are some of your clients? Can you provide

customer recommendations?

Actions

• Call with questions• Schedule a meeting


• Search online• Referrals

Possible Pages:

• Services• Portfolio• Support Hours

Possible Pages:

• Products• Pricing• Customer Testimonials



PersonasPersonas are…• Built on data• Representative of customers’ actual

attitudes, goals and thinking • A powerful design tool that promotes

deep customer empathy• A valuable way of ensuring we keep the

customer at the center of our thinking as we design and write

Personas are not…• Based on assumptions• A market segment• Sales projections• A single individual

Workshop: Create a persona and a journey map


Create a Persona and Journey Map1. Gather in groups of three2. Choose a persona for:

– Breast cancer– Eating disorder treatment– Joint replacement surgery

3. Fill out the persona worksheet4. Map the user journey

Backstory: xx

Age: XXLives in: XXEducation: XXOccupation: XXHH Income: XXFamily: XX

Lifestyle/Personality: • XX

Devices: XX

News and Information: XX

Tasks and Objectives:• XX

Motivations

• XX

Primary Questions

• XX

Secondary Questions

• XX

Actions

• XX


• XX

Possible Content:

• XX

Possible Content:

• XX


www.ahamediagroup.comSource: https://www.healthcatalyst.com/how-cleveland-clinic-improve-patient-satisfaction-scores-data-analytics

Red LightAt X Hospital’s Spine Center, treatment plans for spine trauma and disease begin with a thorough evaluation and an accurate and precise diagnosis of your spine condition.



Green LightX’s neurosurgeons and orthopedic surgeons always ask the most important question first: Can this patient be helped by surgery? There are two answers that surgeons look for before recommending surgery to you:• Your pain is likely to be relieved only by surgery• Your condition requires surgical correction to stabilize the

spine and prevent future damage

Red Light

We are the best because we said so.


Green LightPatients from around the region and around the world come to us for our approach. That means we treat 3 to 4 times the number of brain tumor cases than other cancer centers.

144

Red Light


With the region's most advanced Neonatal Intensive Care program for critically ill and premature newborns—even those weighing less than one pound- X is a primary neonatal referral center and resource for more than 40 hospitals.

Every day, doctors from across the region trust us to care for their tiniest and sickest patients. They refer to X because they know we can treat the most complex illnesses and perform surgical procedures that require the highest level of expertise.

Ranked ninth and consistently named as one of the nation’s best by US News and World Report, X has the only top ten NICU in the region, including State #1, State #2 and State #3.

We are committed to a team approach that includes the family as a core part of the care team. Our experts support your entire family during this challenging time through a wide range of services, including wraparound programs for you and your baby while in NICU and after you return home from the hospital. Link as appropriate

http://qa.cnat.dolphin.berndtgroup.net/departments/neonatology-service-line/specialized-programs

http://qa.cnat.dolphin.berndtgroup.net/departments/neonatology-service-line/neonatal-intensive-care-unit-nicu

www.ahamediagroup.com 145

Green LightExtraordinary Care for the Tiniest BabiesIf your premature or sick baby needs special care, our neonatology program is where you will find hope in an experienced team of pediatric specialists there to care for your little one. Our physicians, nurses and staff take care of the smallest patients—including those who weigh less than one pound. U.S. News & World Report ranks our NICU in the top 10 in the country–the only Neonatal Intensive Care Unit in State #1, State #2 or State #3 with that honor.

Same-Day Appointments

Same-Day Appointments

Cleveland Clinic

Interpreter Services


57%

43%


77%

23%


20%

40%

46%

www.ahamediagroup.com 165

Green LightBenefits of a Multidisciplinary ApproachAll of our experts see patients in our breast cancer clinic. Patients can expect to see up to four specialists in one day and can expect to leave with a plan for treatment. Our pathology lab is right in the clinic, so if you need a biopsy, you can receive a diagnosis that same day. Learn more about diagnosis and treatment.

• Connect with compassion• Introduce yourself with

integrity• Communicate with

teamwork• Ask with discovery• Respond with respect• Exit with excellence

• Build a customer service experience

• Show what will happen• Speak their language• Answer what’s in it for me?• Keep it real (but don’t be

afraid)• Make it easy

Thank you!Ahava LeibtagAha Media Groupwww.ahamediagroup.com

ahavaLLinkedinFacebook

Questions?

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