The Organizational Transformation Checklist As told through three - - PowerPoint PPT Presentation

The Organizational Transformation Checklist

As told through three digital solutions

Agenda

1 2 3 Carilion Background Three Case Studies Transforma7on Checklist

Carilion Clinic

Carilion Clinic

• Na#onally ranked integrated

healthcare delivery system

• Tax exempt
• $1.5 billion in annual revenue
• Headquartered in Roanoke, Va.
• 12,000 employees
• 1,000 employed providers
• 7 hospitals + children’s hospital
• Urgent care, wellness centers,

telemedicine, pharmacies, home health

• Virginia Tech Carilion SOM & RI
• Jefferson College of Health

Sciences

• Graduate Medical Educa#on

National Recognition

Deteriorating web presence Digital an organizational after-thought MyChart early adopter, but self-service features lacking Ratings & Reviews not published Content becoming disorganized

Falling Behind Digitally

Carilion’s Point of Departure

Mobile Visitors

More than half of all visitors to CarilionClinic.org are coming from mobile devices*

*2016 YTD via Google Analytics

50%

Business Goals

Patient retention New patient acquisition Operational efficiency Improve digital patient experience Engage patients everywhere

Treating Patients Like Consumers

Control, Choice, & Transparency

77% of patients think that the ability to

book, change or cancel appointments

• nline is important

40% of patients can digitally self-

schedule some appointments at the top 100 health systems

How much control do the patients have? How much choice do the patients have? 80% of respondents listed price

transparency as a factor in choosing a healthcare provider

How transparent is the patient experience?

http://www.accenture.com/us-en/Pages/insight-patient-engagement-digital-self-scheduling-infographic.aspx?c=psv_hlthtvref_00021&n=smc_0615 http://www.modernhealthcare.com/article/20150623/NEWS/150629957

Patients Are Digitally Demanding

American consumers have a high bar for their digital solutions

Carilion’s Journey to a Better Digital Patient Experience

Building Blocks of a Digital Roadmap

1 2 3 Be Data Driven Be User-Centered Be lean and flexible

Learn what the pa#ent wants and give it to them Deliver simple experiences that align with cri#cal pa#ent pathways Build and deploy solu#ons quickly and adapt based on feedback

Change is hard. Here’s how we started…

Find a service line that’s ready to innovate and focus on it

Carilion Cosme#c Surgery Center

Iden#fy a key digital pa#ent journey and get started

Homepage -> Find a Doctor -> Physician Profiles

Get a pla_orm to drive

• rganiza#onal change

Mobile-first pa#ent experience

The Work

Case Study 1: Carilion Cosmetics Center

Leveraging E-Commerce best practices to increase consultation volume

Case Study 1: Carilion Cosmetics Center

Case Study 1: Carilion Cosmetics Center

• Flat information architecture
• Storytelling through editorial

content to drive conversion

• Clear calls to action
• 70% increase in consultation

requests through the web

• 130% increase in overall site

engagement

What we changed Results

Case Study 2: Find A Doctor

Continuously improve the most valuable pathway

Case Study 2: Find A Doctor

Case Study 2: Find A Doctor

Case Study 2: Find a Doctor

• Start with provider profiles
• Get the patients to where

they want to go (Find A Doc)

• Clear calls to action
• Focus on utility
• 15% increase in page views
• 16% conversion rate
• 30% engagement rate

What we changed Results

Case Study 3: Mobile First

• Rapid increase of mobile web usage
• Most transac#onal and valuable

pa#ent interac#ons

• Opportunity to innovate regionally

50%

2014 2015 2016

33% 41% 50%

Case Study 3: Mobile First

How did we get the organization to agree to this?

Mapped patient needs to business needs Collaborated on a two-year roadmap

CFO COO CMIO CAO CEO

Case Study 3: Mobile First

• Establish a platform to build

from for multiple years

• Begin to generate ROI in year
• ne
• Simplified content and flow
• Increase in online

appointments scheduled

• Increase online downloads

and form submissions

• Reduce cost and time to build

new features

What we hope to accomplish Success measures

Looking Ahead

Sample Digital Roadmap

ESTABLISH ENHANCE DISRUPT

• New Design Language
• Responsive Design
• Content Management
• Data Migration
• Advanced Find a Doctor
• Mobile First Experience
• Epic Integration
• Open Scheduling
• Ratings & Reviews
• Personalized MyChart App
• BI Dashboard
• Population Health Mgmt.
• Clinical Trials Tool

Tips for Success

ü Assess organizational readiness ü Find some quick wins ü Take an iterative approach ü Don’t call it a “redesign”! ü Find champions – particularly physicians ü Communicate constantly

Thank You