Takeaways

Canoe vs. speedboat 

• Transformation in healthcare before COVID-19 was like a canoe – slow and steady, but after we were operating like a speedboat, trying to merge our normal operations with a sudden influx of COVID-19 related demands.
• Banner Health had invested in the technology that prepared them for when those boats changed speed. These investments focus on reducing friction points for patients.

The pursuit of consumerism perfection 

• Banner Health is using consumer benchmarks across industries to set their pursuit of a better consumer experience.
• Banner Health shifted from a traditional hospital mission statement to “making healthcare easier, so life can be better,” to align their efforts in a way that serves the consumer experience. A digital front door was critical to live up to this new mission.
• The team started writing content for engaged consumers who aren’t necessarily patients today but could become patients in the future to build a relationship with people before they become patients.

Optimizing the digital “back end” 

• Health systems need data to personalize marketing, but much of the information they collect is PHI.
• Banner Health implemented Salesforce as their CRM because they needed a way to use consumer data instead of patient records to improve the consumer experience.
• Banner Health integrated Cerner and Salesforce to empower call centers to deliver a more informed, more efficient patient experience.
• “Return to care” emails were personalized and automated to be sent from each patients’ physician with the date of their last visit — the result: a 50% open rate and a spike in direct bookings.

Feedback loops are a must

• Banner Health has a weekly cross-channel communications meeting based on constant polling such as return to care hesitancy and receptiveness to advertising.
• This meeting allows them to monitor consumer sentiments and how marketing should be talking to consumers.