1

Personalizing the Patient Experience Through IntelligenceSession 262, March 8, 2018

David Bradshaw, Chief Information and Marketing Officer, Memorial Hermann Healthcare Systems

Ryan Hamilton, SVP Population Health, Cerner Corporation

2

David Bradshaw and Ryan Hamilton

Has no real or apparent conflicts of interest to report.

Conflict of Interest (30pt Verdana)

3

Agenda

• Creating a consumer experience in healthcare

• EverydayWell

• Consumer engagement strategy

• Challenges and barriers

• Questions

4

Learning Objectives

• Explore market drivers and challenges in engaging patients in their health

• Describe contextual awareness and functionalities

• Learn strategies to increase engagement across patient personas

5

Creating a consumer experience in healthcare

6

Convenient care when and where consumers need it or want it

7

There are multiple channels through which we manage our patients/membership

8

The MH ACO allows for integration to drive quality outcomes

9

MH’s Population Health Platform

Paid Claims On-site

Biometrics

EMRs

SmartData

Applications AnalyticsAlgorithms

• Sepsis

• TOC

• Readmissions

• HCC Suspected

• 3M

• Truven

Consumer

10

Consumer engagement

We strive for EverydayWell to put us at the forefront of

truly customer-centric health care. By providing our

customers with all their health information in one place,

we hope to increase our patient acquisition,

engagement, and in-network retention.

11

“Make healthcare simple”

Dear Sir or Madam,

My point is simple: You are the healthcare experts. You

should make it easy for your patients. We are often

stressed, worried, and particularly confused with the costs,

the procedures, and especially the insurance vocabulary.

I believe you have to make and implement more effective

protocols that will allow the patient to get his or her

needs covered in the least amount of time and the

least amount of calls possible. Provide clear, brief,

written instructions on what to do.

The quality of the hospitals has to mirror the quality of the

physicians, if not, I fear you will begin to lose patients to

smaller hospitals that make healthcare simple.

Thank you for your time,

A concerned patient

August 12, 2015

12

Before After

With no single user experience or identity, we offer:• Too many logins• Desktop-only• Up to 7 steps to access some features

Through Digital Engagement we’ll provide:• One login, one customer identity• A single, consistent user experience• Mobile-first design that is device agnostic• Customer-managed preferences• No more than 3 steps to access a feature

Fixing the strip mall of apps

13

EverydayWell.comHealth Care Management - Made Simple• Accessible through any smart phone, tablet or PC• COMING SOON! Available in the App & Google Play Stores

14

Dashboard

15

Functionality: Insurance

16

Functionality: ID Cards

17

Functionality: Gaps in Care

18

Virtual Clinic offers MHMG patients primary care consultations through Everyday Well using their computer, tablet or smart phone.

• January – PR and activation of regional push to all existing MHMG patients

• February – completion of regional push• March- full Houston activation

Virtual Clinic

19

Area reserved for policy text

regarding Health Record (can

use what is configured today

in legacy MyMH portal)

Dropdown element for

users to switch view to a

different medical record (if

user has patient proxies)

Coming soon

20

Continued workflow tools and analytics dashboards and reports to improve quality, optimize network and reduce overall cost

• Potentially Preventable Events

• Care Redesign/Performance Improvement

• Employer Solutions

• HEDIS Submission for Health Plan

• MSSP Submission

What’s next?

21

Consumer engagement strategy

22

Makes choicesAcquires goods & services

Loves high tech

Consumer

Receives careIs given a plan

Desires high touch

Patient

23

Many portals

5.0

Consumer Managed

Cerner / App Sponsor(s) Branded

P2

(Person, patient)

“Health System” Experience

P2+M(Person, patient, member)

Increased Accountability

& Engagement Required

Consumer Controlled

Connected “PHR”

Consumer controlled

connections to the IoT

1.0

Tethered Portal

2.0

Health System Enterprise

Health System Employed Providers & Owned Facilities

Health System Branded

3.0

Population Health & Consumer Health Ecosystem

+ CIN/ACO Affiliates

Health System Branded

Co-branded to the specific Member

4.0

National Network

& Provider/Employer

Co-branded to the specific Member

P2+M+E(Person, patient, member,

employee)

TODAY NEAR FUTURE FUTURE

Aggregate to one experience

Health journeys &Personalize activation and engagement

Enable data liquidity, record curation, and consumer directed

experience

Digital engagement evolution

24

Market challenge: Evolving consumer relationships

Recommendations

Health maintenance

Coaching.

.

.

Messaging

Virtual care

Care management.

.

.

Consumer search

Comparison shopping

Referrals.

.

.

ACO

New Consumer RelationshipsPatient & Care Team

Relationships

Employer, Health Plan & ACO

Relationships

Patient

acquisitio

n

Anonymous Patient Financially responsible

Network

retention

Health

Mgmt.

Business need: consistent, engaging interactions across the spectrum

25

Market challenge: Example client consumer portfolio

Health Plan Claims

Mobile ID Card

Physician Finder

Health Plan

SummaryArrival

Bundle

AllergiesMU

Messaging

Proxy

Gaps of

Care

Profile

Medications

Health Assessment

AppointmentsSymptom Checker

Treatment Plans

Health Record

Coaching

Integrated

Scheduling

Dashboard

EOBs

Preferences

Pay My Bill

Shop, Buy, Enroll

Pediatric House Calls

Find My Way

Hold My Place in Line

Physician Messaging Advanced Care PlanningPhysician Ratings & ReviewsPatient Reviews

Forms Labs

Memorial Hermann Enterprise Portal Partner

Third Parties

EveryDay

Well

26

Acts as the point of integration for

disparate system applications

Provides a single user experience for

signup, login, access, and transactions

Enables contextual awareness and

personalization based on the user

Retains status as Meaningful Use

certified patient portal

Framework Pagelets Onboarding Profile

Necessities for a

Consumer Application

Consumer framework: App for consumer ecosystem

27

Dynamic personas drive real-

time flexing of content at the

user level

Unified experience supported

by linking user accounts and

accessing a variety of systems

Intelligence prioritizes

information to deliver most

appropriate content

Platform for consumer ecosystem

Longitudinal

Record

Profile

28

CircumstancesKnown, Derived, Conversation

Matc

h

Available Services

Care / Illness Offerings

Symptoms

Conditions

Injury

Triage Support

Wellness Screening

Provider Specialties

Diagnostic Offerings

Concierge Services

Health Plan Benefits &

Network Services

Derive Approximate Location

Care Needs / Relationships

Health Plan Member

Demographics

Health Risk Assessment

Video VisitNew Consumer

New Patient

Known Customer

Existing Patient

Prior Circumstances

Existing Patient

New Circumstances

Preferences, Demographics,

Provider Relationships,

Clinical History

Known Patient,

New Location/Region

New Relationship / Venue

Urgent Care

eVisit (Your Provider)

Appointment (Your Provider)

Appointment (Your Clinic)

Appointment (Network

Provider/Clinic)

When I am sick; Help me get care; So I can feel better

29

Longitudinal Record & Plan

Know Me“CRM”

Age: 42 yrs 209 SE Somerset

Gender: Female Lees Summit, MO 64058

Race: Caucasian Phone: (816) 555-1234

Provider plan: Action steps

Care mgr plan: Care plan

Individual plan: Care plan

• Blood Glucose 3x/day

• Blood screening, counseling

• Prescribe: increased activity, diet

counseling, exercise program

Schedule appointment for:

• Glucose monitoring, consultation

• Perform eye/foot exam

Automated Interventions

Engage and empower the consumer

30

Environment, Economic and Social

Determinants

GeneticsBehaviors

Personal Devices

Expanding data sets

31

Challenges and barriers

• Managing and aligning the co-development efforts required for extensible framework technology

– Needed to simultaneously run

– Aggregating data from multiple applications

– Streamline integration across all portals for effectiveness

• Organizational challenges

32

Questions to guide your success

• Are we empowering the consumer?

• Does this create a retail-like experience?

• Am I designing with the future in mind?

33

David Bradshaw Ryan Hamilton

David.bradshaw@memorialhermann.org rhamilton@cerner.com

linkedin.com/in/david-bradshaw-3825355/ linkedin.com/in/ryanhamiltonkc/