http://www.endeavormgmt.com
January 6, 2015 endeavorIT

Patient Experience


Patient Experience

Create Advocates Out of Patient-Families

Patient experience management is paramount.  In the current market, the needs of the patient are of utmost importance. This couldn’t be truer for hospitals and healthcare centers where value-based purchasing and consumer reviews will directly affect revenues. Since the early 90s, we’ve been using this approach to organize insight development, strategy design, and patient experience monitoring.


PATIENT EXPERIENCE MANAGEMENT IS A PRIORITY

It is no surprise that improving your patient experience ranks among the top priorities of healthcare leaders, so we’ve provided free patient experience resources.  These help reinforce that your patient experience is not only important to the bottom line, but helps to facilitate positive outcomes and generate word of mouth referrals – which is one of the most effective ways to attract new patients.

Are you interested in growing word-of-mouth recommendations? This not only serves your mission, but also is one of the most effective means to increase revenue. We believe this is possible by creating enchantment. Patient-families will become steadfast fans going out of their way to recommend you and demonstrate a strong commitment to your future. Our approach provides you with the insight and industry expertise to achieve this sustainable competitive advantage.

However, improving the patient experience is easier said than done. How do you dig deeper into satisfaction scores to understand the “why” behind the data? How can you influence patient perceptions and deliver consistently on promises?

That’s where we come in.

BUT WHAT DRIVES PATIENT SATISFACTION?

We’re known for our ability to get to the heart of what matters most to your patients.  Whether issues are related to operations, communications, or health care itself, our discoveries provide a compelling foundation for change and action planning. These patient experience resources will provide tools you can use to develop the necessary insights to accelerate organizational performance.

Our Patient Experience Mapping framework reviews the total patient experience, including expectations prior to the first visit and after the last visit. We uncover functional and emotional needs, touchpoints, and identify patient experience stewards for a holistic view. Using rich stories in the voice of the customer, we build empathy and consensus among your clinic team members.

WE’VE BEEN THERE, DONE THAT

This isn’t a new thing for us. In fact, we have worked with some of the most well-known healthcare providers in the country. Our clients keep coming back to us because we not only provide them with a game plan for growth, but serve as a trusted partner. We bring to the table best practices from across the country, and experts who have been in your shoes. In fact, many of our team members have held leadership positions at top ranked hospitals and healthcare systems.

Experience Mapping
We use customized experience maps to develop insights and create a foundation for action. Using your data or ours, qualitative or quantitative data, this serves as a framework to align efforts around patient-family needs and build empathy. As a discovery technique, our experience map provides a visual cue to help patients, and family members recall specific episodes in their journey. The experience map organizes the various touchpoints or interactions with your organization. Ultimately, the organization of insights in this structure helps your teams develop insights beyond process – the functional and emotional needs of patient-families as expressed at each step of their journey.

    • Brings attention to the holistic experience
    • Leverages industry expertise from those who have overcome obstacles in other organizations
    • Comparisons to industry leaders Provides an in-depth assessment of patient functional and emotional needs
    • Ensures a shared level of empathy Imparts key tools to translate such into action
    • Recognizes the unique relationships between referring physicians, faculty, staff, patients, and families
    • Uncovers attitudes and expectations to develop a common understanding of the current situation and form consensus around which opportunities to pursue
    • Enables real-time service recovery and experience monitoring through our dashboard systems

Message Mapping: Creating a Communications Roadmap

A message map has the unique advantage of visually representing your key messages in a concise format. Thus, it can be used quickly and is easily understood to create alignment and put effectively into use. It becomes a template for advertising, website copy, and conversations. And message mapping can be used for all types of audiences.

Message maps can also be created for specific circumstances, such as communication during a crisis or organizational change. Message maps are effective for these purposes, but are also fundamental for everyday situations, such as answering common questions, setting expectations, or clearly communicating differentiation and managing expectations.

In this paper, we review the process of message mapping and tips for implementation.

 

 



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Why our Website Redesign Worked: Avoiding Disaster and Building Alignment



Does your cancer center website really meet the needs of its users?

Websites serve as the windows to our organizational souls, yet remain one of the biggest opportunities for improvement. Digital experiences often reflect silos within our health care systems, orchestrated around us instead of our users’ needs.

Speakers:
Nicole Coy, Practice Leader, Customer Experience, from Gelb Consulting
Erin McElwain, Senior Manager, Market Development at the University of Kentucky Markey Cancer Center

Through this webinar, Nicole and Erin review:

  • How to incorporate VOC into your website redesign (Don’t redesign in the dark!)
  • Tools to determine why and when customers use the website throughout their experience
  • Maximizing the impact that marketing can make to the digital experience
  • Building an action plan to translate insights into action


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Taking a Marketing Lens to Address Patient Access

Preventative care can prevent or reduce more serious health problems for patients, and lower healthcare expenses for patients, hospitals and health insurance companies. A key to ensuring that people receive the proper ounce of prevention is their ability to access this care.

By taking a marketing lens to patient access strategies planners, operations executives and marketers, can gain clarity around market needs and drivers of utilization. Our latest white paper provides a step-wise approach to access strategy development.

We explore ways to understand the common constraints for health populations using a marketing research based approach to design market segments.

Read our latest white paper here to learn about:

  • An analytical model that incorporates needs and interventions
  • A research approach to engage multiple audiences
  • Integrating publicly available data sources and population health models
  • Taking action to enhance your patient access strategy

Gelb Consulting Group’s extensive experience in the healthcare industry has produced many insights about how to understand and improve patient access as highlighted in this white paper.



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From Conception to Birth: Engaging Physicians and Families as Partners

Texas Children’s Hospital, with support from Gelb Consulting and FKP Architects, sought to define a transformative expansion from pediatrics to women’s health.  This initiative, driven by external market factors to secure newborn care cases, was a visionary shift and required an insightful perspective on an entirely new market.  Gelb Consulting’s strategy consulting and experience management services were used to design an innovative approach to this new market.  As this case study illustrates, this strategy surpassed initial estimates and continues to grow.



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Segments and Personas

We had the privilege of leading this workshop recently along with SG2 and Roswell Park during the Annual PAMN Conference. This presentation outlines the importance and application of segments and templates you can use to accelerate your customer insight development. Personas are used to inform strategic decisions by putting the customer in the room. Learn how this technique can be used for your initiatives related to brand/marketing management, customer experience, and product/service innovation.



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Insights 360 - Voice of Customer

Leveraging our history of over 60 years in marketing research, we have created technology-enabled tools to help capture the voice of the market, customer and employee.



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Achieve Clarity in a Dynamic Healthcare Landscape

Healthcare leaders are tasked with complex challenges of competing priorities in an ever-changing industry.
Gelb uncovers attitudes and expectations to develop a common understanding of the current situation and form consensus around which opportunities to pursue.



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Healthcare Cultural Transformation

Your culture is an expression of your brand. It is deeply intertwined with the customer experience and can can be a source of strength for growth or it can be a constraint on strategic change. The internal and external perceptions of your culture and can put at stake your company’s very ability to be trusted by its customers at the grassroots level.

This document outlines our capabilities and tools in helping you transform your healthcare culture.



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Patient360 Demo




Identify and address service issues in real time with Gelb’s Patient360 experience dashboard. Our dashboard collects responses at critical touchpoints to identify at-risk issues in real-time. Patient360 will also distribute alerts to those empowered to resolve issues, creating loyal customers.

In addition, we integrate other experience related data such as volume, service area and satisfaction statistics to trend results over time and provide a complete picture of your patient experience.



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Developing a Customer Focused Culture with Experience Mapping Workshops

Understanding customer experiences is an important and necessary first step, but many organizations find it challenging to take the next step of imparting what they have learned to others within the organization and developing a rollout plan for improvement. In this paper, we outline prescriptions for using training workshops to motivate employees and define key behaviors. Translating these behaviors is critical for long-term growth.

 



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Building a Culture of Patient Safety

The drama that has played out in a Dallas, Texas hospital around patient, staff and public safety in treating the deadly Ebola virus illustrates how critical a healthcare leaders role in preparing their facilities can become. In this paper, we explain how the lack of a Culture of Patient Safety is a leadership challenge that leaders can tackle.

 



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Customer Enchantment Fact Sheet

When you provide exceptional experiences, increased advocacy and revenues are your reward. Gaining a holistic and intimate understanding of the experiences of your patients, their families and their referring physicians is at the heart of the relationship required to engage them. This fact sheet provides an overview of our proven customer enchantment approach and tools.

 



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Big Data to Big Impact

Take Big Data to Big Impact. Our Insights|360 solution will take your program to the next level. Going beyond data integration, we work with you to establish a solid measurement program that is in alignment with your business goals and strategy.



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Insights 360 - CRM Integration

Competing in today’s customer-focused environment requires a robust Customer Relationship Management system (CRM) that is designed to fit seamlessly within your business processes.



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Conversations Everywhere...Are You Listening?

Top performing healthcare systems recognize that patient advocacy stems from their experience, delivered through a variety of touchpoints. But what are the tools used to properly tap into how patients express their needs and experiences? In this webinar, we will explore a variety of tools used to engage patients, their families and physicians to design an exceptional experience to transform them into advocates.



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Healthcare Contact Centers - Adapting Best Practices to Patient Access

The contact center is a critical step in the ideal experience for patients and physicians. In this brief presentation, Gelb will illustrate best practices in contact centers created by national leaders in healthcare. We will examine the differences between functional needs (what must be done) and emotional needs (how patients and physicians feel about your contact center). How does your contact center rate on the 9 Dimensions of call center strategy? Does your contact center engage and enchant callers?



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Call Center Experience Management

Patients Are Calling…Are you Answering?
Using Data-Driven Practices to Increase Intake
There are many missed opportunities for revenue retention in today’s healthcare call centers. Would you like to increase your captured revenue? We highlight a $25M case study.


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Empathy and Lean Process Improvement

How can you extend current uses of Lean Six Sigma beyond process but to incorporate empathy building? This presentation outlines several successful concepts on how to use lean healthcare methods to improve the patient experience and:

  • Understand the difference between EMOTIONAL needs and FUNCTIONAL needs
  • Utilize a few LEAN TECHNIQUES that you can use in your clinic setting
  • Deploy “TOOLS”for your own personal tool kit for future process improvement projects


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Access Strategy for Healthcare

Capture the results of your marketing and outreach efforts by focusing on access strategy.  We impart best practices from healthcare and other industries to ensure your teams understand what’s possible and a road-map to get there.

Once there’s a commitment through action, it’s imperative for healthcare systems to respect and manage such.  This is the basis for our access strategy approach.  Through research, strategy and dashboards, we are able to support your efforts to convert inquirers into patients.  We have adapted best practices from other industries to develop a key set of benchmarks for healthcare.  In addition, we can ensure that your teams can identify “at-risk” relationships through our dashboards.

 

 



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Defining Your Role in Patient Experience - AAMC-GIA Presesentation

Examples of how to give marketing a seat at the table in patient experience discussions with this presentation with MD Anderson and Vanderbilt.



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Creating Patient Enchantment

Presented at the Iowa Society of Healthcare Marketing and Public Relations in 2012. This presentation focuses on creating patient enchantment using a holistic experience mapping process.



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How Journey Coordinators Enhance the Customer Experience

The appointment of a “Journey Coordinator” position to expedite care when needed, and fill in when gaps occur in the episode of care, has been shown to improve the patient experience.

This position is especially necessary in the preliminary stages of change. Health Systems put coordination of care practices in place to negate gaps in service created by multiple hand offs but need a mechanism in place when mishaps occur.

 



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Marketing Role in CRM - Nurturing Leads Along the Path to Care

Whether you are involved in marketing service lines, elective procedures or your brand- the ability to capture leads and manage their experience is essential to building the pipeline and meeting demand generation goals.​



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Inexpensive Tools to Develop Empathy with Your Patients

Leverage inexpensive tools to enhance the patient experience regardless of budget constraints.  These are 10 great tips to accelerate your empathy development.



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Patient Experience Benchmarking

This white paper outlines the benchmarking research Gelb Consulting, APQC and The Beryl Institute conducted to explore the healthcare executive perspective on patient experience management. We learned the patient experience encompasses much than the time spent within  a healthcare facility.  It begins with awareness (which includes healthcare marketers), information seeking and extends long after discharge.

Today’s healthcare understand the importance of patient experience and the role of marketing in achieving strategic goals.

This white paper outlines such, based on responses from a variety of academic medical centers, healthcare systems and hospitals.

 



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Experience Mapping and Operations

Want to know how to connect voice of the customer and experience mapping research with operations. This presentation, showcased at the 2012 NACCDO PAN conference, will tell you how.



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Emergency Department Experience Mapping

Quality care and medical outcomes are important in all healthcare settings – but what constitutes an exceptional patient experience in an Emergency Department? Does your Emergency Department drive patients to other parts of your organization and encourage them to recommend you to others? One way to find out is through a comprehensive research process called Experience Mapping, which has proven to be particularly insightful with Emergency Departments. In this paper, we review the Experience Mapping process, explain how it can be used to help you assess and improve your ED, and provide tips for ED best practices.



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Using Experience Mapping to Build Patient Enchantment

As in the case with most healthcare organizations, MD Anderson Cancer Center’s marketing team is challenged with providing unique value internally and demonstrating returns on investment. The ultimate goal is to advocates out for patients, families and referring physicians using effective and efficient marketing campaigns.

In this paper, we explain how MD Anderson Cancer Center used experience mapping to understand patients’ functional and emotional needs and ultimately increase the volume of pediatric and adult patients at the Proton Therapy Center.

 



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The Adoption of Palliative Care: The Engineering of Organizational Change

The goal of this white paper is to offer a framework for  implementing palliative care in healthcare organizations, as well as some practical tools that might be used to make such an implementation possible in relatively short period of time for other complex services.



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Patients’ Path to Care: Understanding the Decision-Making Process

How are consumers making decisions about where they seek health care? And how should you inquire about this important topic to uncover candid answers? This article examines, based on Gelb’s prior work with healthcare clients, how to effectively mine information from your organization’s consumers, how to aggregate the data into a meaningful call to action, and finally how to identify feasible steps to act on the uncovered insights.

 



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2012 Benchmarking Study: Patient Experience Management in Healthcare

Three premier organizations in healthcare marketing and benchmarking research teamed up to conduct a national survey of leaders from various healthcare providers to gain insight into the best practices they employ to manage their patients’ experience and how they view this somewhat new concept.

The research outlined in this paper reveals many positive trends in experience management and identifies key priorities for further development of patient experience strategies. It sheds light on the importance of patient experience management as an organization strategy rather than a one-off, isolated initiative.

In this paper, we explain how the research identifies some “best in class” practices used to achieve excellence in patient experience management. We highlight the key findings from the research and webinar used to present this research with added commentaries not shared via the report.



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Empathy and Lean

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How can you extend current uses of Lean Six Sigma beyond process but to incorporate empathy building? Join Jill Secord, RN, MBA, who will explore effective integration of proven approaches to accelerate quality and efficient health care services.



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The Hope Effect

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How are advances in social science being used to improve HCAHPS scores? Join Carol Packard, PhD, for key actions you can take to improve patient satisfaction scores, while improving clinical outcomes and reducing costs.



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Webinar: The Psychology of Wait




Do some waits “feel” longer than others? What specific actions can you take to make your patients’ wait times be part of their health care experience and at the same time feel shorter?



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The Psychology of Wait

Do some waits “feel” longer than others? What specific actions can you take to make your patients’ wait times be part of their health care experience and at the same time feel shorter? Gelb Consulting’s Carol Packard explores the Psychology of Wait in this presentation.



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Insights Into the Patient Experience

This webinar presents insights into the patient experience based on a 2012 study that Gelb Consulting conducted in conjunction with APQC and The Beryl Institute.



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Creating Diplomats for Hope Webinar Series - The Hope Effect

In this webinar, Gelb Consulting’s Carol Packard and Jill Secord review how hope and positive messaging impacts clinical care and outcomes. They provide practical tips for implementing changes that will facilitate the hope effect.



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