What Medicine can Learn from Marketing

Transcription

1 What Medicine can Learn from Marketing A Consumerist Approach to Re-Branding Re-Designing & Re-Organizing Primary Care Zeev Neuwirth, MD Senior Medical Director Population Health Carolinas HealthCare System

2 Why a Theory is important Its role is to structure and codify already proven practice. Its role is to convert the isolated and atypical from exception to rule & system, and therefore into something that can be learned and taught and, above all, into something that can be generally applied. Peter Drucker

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4 Cross-Industry Customer Satisfaction Performance Overall Satisfaction by Industry Automotive Product 877 Diversified 826 Insurance 824 Automotive Retail 807 While member satisfaction improves annually, health plans as a sector underperform in the J.D. Power rankings. Other industries such as banking, travel, automotive, insurance, and diversified all achieve above-industry average overall member satisfaction scores, suggesting that member satisfaction with health plans has considerable improvement opportunities still available. Homebuilder 806 Finance 803 Healthcare 780 Hospitality Member Health Plan Study 688 Average Telecom Utility J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY For Internal Use. 4

5 Communication Skills Team Building Leadership Dev Patient Experience CQI Lean TPS Strategic Planning Re-Structuring Payment Reforms Compensation Redesign Employee Benefit Design EHR / MU / HIE Evidence Based Medicine Care Pathways Practice Pattern Variation Analysis Data Reporting Tele-Medicine / Virtual Care mhealth movement / wearables / IOT Big Data / Predictive Analytics Machine Learning / Neural Networks

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7 MARKETING MINDSET Consumerist Approach Demand Side Thinking

8 Consumerist Approach Customer/Consumer Needs Customized Solutions Connect

9 Consumerist (Demand-Side) Toolkit Human-Centered Design User Experience Customer Journey Mapping JOBS TO BE DONE INTEGRATED PRACTICE UNITS Experience Groups Customer Relationship Management Customers & Consumers Functional/Social/Emotional Shared Decision Making PROM ICOHM VOC Machine Learning Artificial Intelligence Branding Segmentation Product Development Modularity Channel Development LEAN Start-Up Business Model Canvas Minimally Viable Product Customer Discovery Agile Pivoting Killer Experiment

10 Legacy Primary Care DOCTOR S OFFICE

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12 Supply-Side Product Orientation focused largely on enhancing product features insufficient attention to customer needs Legacy Primary Care Brand Confusion lack of focus on specific segment lack of specific value proposition

13 Demand Side Orientation vs. Supply Side Orientation It Pays to Understand the Customer s Need! Love where you live. Sears has the best tools. Attention focused on Customers Needs Attention focused on Supplier s Products & Services 13

14 SUPPLY SIDE THINKING DEMAND SIDE THINKING How well do you know me? How well do I Perform? How am I doing on my Performance Metrics? How satisfied are you with me? How do I bring you to me? How do I make it easy for me? How do I make you understand me better? How well do I know you? How well are You Performing? How are you doing on your Health & Life Goals? How well are we meeting your needs? How do I bring my solutions to you? How do I make it easy for you? How do I understand & engage you better?

15 JOBS TO BE DONE in ON-DEMAND CARE Solve a Problem Social Emotional Functional Clusters of Needs Situational Segmentation Customized Solutions Hire Fire Non-Consumption

16 Brand Proposition Brand is not just a cool name, logo, symbol or sound.

17 Brand Proposition People don t buy what you sell,. they buy why you sell it Simon Sinek

18 Brand Proposition Any good business has always worked within clear parameters. The whole concept of a brand, for instance, is in effect a beautiful constraint. It is the clarity on what that brand is not, as much as what it is, that allows a team to focus on finding fresh, relevant, and inventive ways to be true to what it stands for. When a brand stops respecting those limits and tries to become something it is not, it becomes weaker.. A BEAUTIFUL CONSTRAINT Adam Morgan & Mark Barden

19 Brand Proposition Defines your unique offering & value Clear & Consistent Point of View/Theme/Identity Differentiates you from other products & services Defines the Essence - the intangible qualities of your product or service Draws people into a new set of possibilities that they can see themselves in Inspiring & Compelling About Relationship & Connection About Emotion - creates an Emotional Bond with your customers Consistently delivers on the expectations set

20 Complex Chronic Care Continuity Primary Care Provider Wellness Platform Condition Specific Virtually Integrated Practice Units On-Demand Care Re-Branding Primary Care

21 Re-Organizing Primary Care (Segmented & Modular Brands Based on Demand-Side Needs) Poly-chronic Complex Care Medical Home SNF Home Hospice Transition Clinic Geriatrics AIM / CM Psychosocial Complex Care Medical Home CHW s Faithbased RN Educ & Fin Svcs BH & Soc Svc s Social Capital Comm Centers Urgent Care Clinics On-Site Employer Clinics Medical Home (Connected Care) On-Demand Care Virtual Visits & Encounters Retail-like Clinics Emergency Department Condition Specific Services Condition Specific Services Virtual Integrated Practice Units Wellness Platform Augmented & Aligned Care Management System Population Health Platform - Data Management & Analytics Navigation & Engagement Platform Customer Relationship Management Platform Electronic Health Record

22 Primary Care Population Health Ecosystem Needs-Based & Solution-Specific Poly-chronic Complex Care Medical Home SNF Home Hospice Transition Clinic Geriatrics AIM / CM Psychosocial Complex Care Medical Home CHW s Faithbased RN Educ & Fin Svcs BH & Soc Svc s Social Capital Comm Centers Urgent Care Clinics On-Site Employer Clinics Medical Home (Connected Care) On-Demand Care Virtual Visits & Encounters Retail-like Clinics Emergency Department Condition Specific Services Condition Specific Services & (Virtual) Integrated Practice Units Wellness Platform Augmented & Aligned Care Management System Population Health Platform - Data Management & Analytics Navigation & Engagement Platform Customer Relationship Management Platform Electronic Health Record

23 Primary Care Marketplace is Re-Organizing itself Hyper-Segmented, Solution Specific, Modular Brands Poly-chronic Complex Care Medical Home Psychosocial Complex Care Medical Home Medical Home (Continuity Care) Urgent Care Clinics On-Demand Care Virtual Visits/ Communication Emergency Department Condition Specific (Virtual) Integrated Practice Units On-Site Employer Clinics Retail Like Clinics PCP Wellness Platform Care Management Population Health System (including Data Analytics) Augmented Navigation & & Aligned Engagement Care Management Platform System Population Customer Health Relationship Platform Management - Data Management Platform & Analytics Navigation Electronic Health & Engagement Record Platform Customer Relationship Management Platform Electronic Health Record

24 Population Health Management - 4 Primary Care Brands Transitions Clinic Complex Chronic Care PCMH Specialty IPU s Home Visits (paramedic, Healthy@Home) E-Visits On-Site Employer Clinics Urgent Clinic Free-Standing ED Geriatrics Palliative Care Virtual Visits Retail Clinics Hospital- Based ED Complex Chronic Care Brand Value Proposition Complexity Cost Mitigation Comfort Capability (functional) On-Demand Care Brand Value Proposition Convenient Access (Hours & Drive Time) Door to Door Time Cost Customer Experience Keep me, functional & comfortable Fix my problem: fast, easy & low cost CDM / Rising Risk ( Keep Me Healthy Care) Care Model 1.0 Care Model 2.0 Proactive Health Practice Specialty Care Integrated Practice Units Virtual Integrated Practice Units Web-Based Programs & Apps Brand Value Proposition Prevention (primary, secondary, tertiary ) Chronic Disease Management Cost Access (Time to appt) Healthful Behavior Change (CDM) Experience / Service Trusted Long Term Relationship Condition Specific ( Customized Care) Brand Value Proposition High Volume Conditions Virtual Integrated Practice Units (headaches, back pain, depression, asthma, substance dependence ) Standardized, Consistent Reliable Protocol Superior Outcomes at Lower Cost Skill Optimized Keep me Healthy Give me Reliable & Consistent Customized Care that meets my very specific set of needs

25 Consumerist Approach is Patient-Centered Care on Steroids Empathy Understanding Competence Respect Dignity

26 Consumerist/Demand Side Approach Is the Blue Ocean Strategy for Population Health & Value Based Care

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28 Primary Care Population Health Ecosystem Consumerist Value-Based Brands Poly-chronic Complex Care Medical Home SNF Home Hospice Transition Clinic Geriatrics AIM / CM Psychosocial Complex Care Medical Home CHW s Faithbased RN Educ & Fin Svcs BH & Soc Svc s Social Capital Comm Centers Urgent Care Clinics On-Site Employer Clinics Medical Home (Connected Care) On-Demand Care Virtual Visits & Encounters Retail-like Clinics Emergency Department Condition Specific Services Condition Specific Services & (Virtual) Integrated Practice Units Wellness Platform Augmented & Aligned Care Management System Population Health Platform - Data Management & Analytics Navigation & Engagement Platform Customer Relationship Management Platform Electronic Health Record

29 All Progress Comes about by Breaking Past Patterns Our Past is not our Future Creative Disruption

30 What good is an idea? Try. Experiment. Iterate. Fail. Try Again. Change the World. Simon Sinek