Transcript eCommunications with Patients

ECOMMUNICATIONS
WITH PATIENTS
Kristin Blewett
SVP, Communications
USPI
LANDSCAPE
WHY?
BE PROACTIVE
ONLINE ACTIVITY
NEW CONCEPTS AND TOOLS
NEW DEVICES
& USEFUL TOOLS
 Becoming increasingly
multi-screen:
 Desktops
 Laptops
 Tablets
 Smartphones
 Mobile Apps
TARGET YOUR
AUDIENCE
 Implementing search
engine optimization
campaigns to reach
healthcare consumers
 Using CRM software
and EHRs to send
targeted marketing
content (blast email
marketing)
#SOCIALMEDIA
 Healthcare companies
using social media to
improve patient care,
gain media coverage, and
attract new patients and
staff
 Using Twitter to live
tweet procedures from
the OR effectively creates
excitement and raises
public awareness of a
healthcare organization
RATING SITES
Yelp, Google/Yahoo Local, Health Grades
 30% of internet users have consulted
online reviews or rankings of healthcare
services or treatments
 68% used the information to select a
physician, hospital, and to a lesser extent, a
health plan, pharmacy and drug or medical
device
 Protect your online reputation and head off
negativity BEFORE they become online PR
nightmares
HEALTHCARE
MARKETING
STRATEGY
BUILD A FACILITY WEBSITE
EMBRACE SOCIAL MEDIA
IMPROVE PROCESSES
BUILD A FACILITY WEBSITE
FACILITY WEBSITE
THE BACKBONE OF YOUR ONLINE PRESENCE
 Create a solid web presence.
 Educate patients and provide them
with valuable information.
 Implement your site on a platform that
easily editable, often referred to as a
CMS or Content Management System
WHAT INFO SHOULD BE ON YOUR SITE?
ABOUT
 Who are you ?
CONTACT
 This is a vital piece.
 Why do you do what you
do?
 Address
 Who do you work with?
 Relevant points of
contact and their
phone numbers
 Video has gotten very
popular, if you have the
resources, record a short
video and have it on this
page.
 Map
 Physicians
 Contact Us/Questions?
An online form that
allows patients to easily
contact the facility.
PROCEDURES
 List all procedures that
your facility performs
 In addition, list the
physicians who will
perform them with a
photograph (if
available).
 If there is a different
point of contact here,
list them on this page.
EMBRACE SOCIAL MEDIA
JOIN THE CONVERSATION
Communicate
Collaborate
Promote
BUILD YOUR BRAND
WHERE TO START…
EMAIL MARKETING
COMMUNITIES
• Since so many people
have smartphones and
tablets, email is one of
the easiest ways to
reach them at all hours.
 Our top communities:
1. Facebook
2. Twitter
3. LinkedIn
• A method that doesn’t
require constant
upkeep.
 Start here, use your
blog to push content.
This gives your patients
“someone” to talk to.
 People like to share
their stories
VIDEO
 Our top video
communities:
1. YouTube
2. Vimeo
•
•
Influence behavior by
developing a level of
comfort and trust.
Keep the videos short
and concise.
WHAT TO LOOK OUT FOR …
GOOGLE+
PINTEREST
INSTAGRAM
ALWAYS
CRAFT
Although these tools can be very new and exciting, how your craft
your messages to your patients is critical. This applies to both
communications initiated by you and communications in response to
patient comments and questions.
PROTECT
Establishing a set of clearly articulated guidelines is a must. While
there are many guides out there to assist you in creating disclaimers,
and guidelines, I would strongly recommend consulting a legal entity
well versed in this area.
RESPECT
People like to access and connect with other people’s stories, even if
they’re unwilling to share their own – keep this in mind always
respect boundaries.
IMPROVE PROCESSES
OPTIONS & THINGS TO CONSIDER BEFORE INVESTING
ONLINE FORMS, PAYMENTS, AND PORTALS
THINGS TO CONSIDER
FEATURES




Online appointment scheduling
Secure messaging
Letting patients pay bills online
Targeted reminders and
correspondence to particular patient
populations
 Not only should the portal have the
ability to integrate with an EHR, but it
also should be able to import and
export data to and from various
sources
COMPATIBILITY, SECURITY, AND HIPAA COMPLIANCE
 Need to consider how current
processes will change
 Compatibility/interaction with
current systems
 Should employ password
protection and encrypted
communications
 Vendors also should be willing to
meet with a legal team to guide
them through security, privacy and
legal considerations
PRICE
 Could range from a nominal
monthly fee for a cloud-based
module to several thousand
dollars for a locally hosted system
 Costs may include upfront
licensing fees, installation and
annual maintenance
 Some vendors even charge a fee
for each transaction that occurs
THINK DIFFERENTLY
 Start at the physician’s office, have
them direct patients to your online
offerings
 Think of each patient interaction as an
opportunity to enroll your patients in a
more efficient, preferred way of
communicating with them
 Put information about the
eCommunications on any collateral or
other correspondence you have with
your patients
WHERE WE’VE
SEEN SUCCESS
SPECIFIC EXAMPLES
AUTOMATED
PROCESSES
ONLINE TOOLS
 Online Pre-Op Registration:
Piloting automated pre-op
assessment using One
Medical Passport
 Online Bill Pay: Piloting
online bill pay through
third party vendor on
facility website
 Option to e-mail/text
patient
 Online Patient Surveys
SOCIAL MEDIA
 Piloted facility facebook
pages
 What to consider:
 Joint Ventures
 Content/Activity
 JV Partners’ social media
postings and blogs
WANT MORE DATA?
QUESTIONS
OR COMMENTS
Kristin Blewett
SVP, Communications at USPI
[email protected]
?