A digital healthcare marketing expert, Clifford will chair the measurement and design track that provides best practices for health systems to create and evaluate patient experience programs. MCLEAN, VA. (PRWEB) NOVEMBER 27, 2017 WHAT: The annual Next Generation Patient Experience Conference (NGPX) will bring together patient experience thought leaders and practitioners from around the country on November 28-30,…
A digital healthcare marketing expert, Clifford will chair the measurement and design track that provides best practices for health systems to create and evaluate patient experience programs.
MCLEAN, VA. (PRWEB) NOVEMBER 27, 2017
The annual Next Generation Patient Experience Conference (NGPX) will bring together patient experience thought leaders and practitioners from around the country on November 28-30, 2017. The three-day conference offers six carefully curated healthcare tracks along with dozens of speakers to discuss healthcare culture and strategy, patient and family engagement, as well as patient experience innovation and technology.
Aaron Clifford, senior vice president of marketing for Binary Fountain, the leading provider of patient feedback management solutions with one of the largest repositories of online patient reviews and surveys in the healthcare industry, will chair the conference’s Measurement and Design Track. Aaron’s introductory remarks will cover emerging digital patient experience trends including Natural Language Processing’s role in helping healthcare systems quickly analyze and act on patient feedback from multiple data sources, including online reviews and surveys, to improve patient experience.
The track will feature senior executives from the Cleveland Clinic, Northwell Health and the Stanford Children’s Clinic, offering attendees guidance and insight into the tools and best practices for creating, managing and evaluating the efficacy of a health system’s patient experience programs.
Aaron Clifford, senior vice president of marketing, Binary Fountain
Aaron Clifford is the senior vice president of marketing for Binary Fountain. Clifford brings more than 15 years of experience in the healthcare industry to his current role. Clifford recently joined Binary Fountain from HCA, one of the nation’s leading providers of healthcare services, where he served as the senior director of digital marketing solutions. While at HCA, he created the vision for the organization’s enterprise-wide reputation management program and oversaw digital strategy for 171 hospitals, 119 free standing surgery centers, 830 physician clinics and multiple business units across the healthcare system. Clifford received his BS in management information systems from Trevecca Nazarene University and an MBA from Lipscomb University.
About Binary Fountain
Binary Fountain is the leading provider of patient feedback management solutions designed specifically for healthcare in a single cloud-based platform. Its patient experience platform is built on a proprietary healthcare-centric Natural Language Processing (NLP) engine that mines patient feedback from surveys, online ratings and review sites, social media, and other data sources to equip its customers with the actionable insights needed to improve patient satisfaction and loyalty, increase engagement and drive sustainable bottom-line results. Leading organizations, large and small, rely on Binary Fountain to understand the patient experience, drive comprehensive operational intelligence throughout the organization, and engage patients with innovative transparency and reputation management solutions. For more information, visit http://www.binaryfountain.com or follow on Twitter @binaryfountain.
By Andrew Rainey via Health IT Outcomes Healthcare providers agree delivering a better patient experience is important to remaining competitive in the marketplace. A recent study revealed 85 percent of healthcare systems believe “patient experience” is one of the top three priorities for their organizations, with 64 percent of healthcare organizations reporting they’ve seen an…
Healthcare providers agree delivering a better patient experience is important to remaining competitive in the marketplace. A recent study revealed 85 percent of healthcare systems believe “patient experience” is one of the top three priorities for their organizations, with 64 percent of healthcare organizations reporting they’ve seen an increase in patient acquisition since starting patient experience initiatives.
However, in order to effectively improve the patient experience, healthcare organizations need to identify, analyze, and act on the issues affecting the multiple touchpoints of the patient experience. Below are three techniques which, with the right technology, can leverage patient feedback to engage and acquire more patients in the new consumer-driven healthcare market.
Treat Online Reviews Like They Were Feedback Given At The Point Of Care
Your CAHPS surveys are no longer the only source of patient feedback. We are in a consumer-driven, digital world and the voice of the patient has migrated online. Patients are now sharing their experiences — good and bad — through online rating and review sites like Yelp, Vitals, and Healthgrades, as well as social media sites such as Facebook and Twitter. Similar to rating experiences with restaurants, hotel stays, and Amazon purchases, the 5-star rating resonates in healthcare. As a result, these reviews and ratings are impacting consumer choice in selecting physicians, clinics, and hospitals. This recent shift is causing healthcare systems to rethink their strategy for managing patient feedback.
As part of this initiative, healthcare organizations also need to adopt an engagement strategy for responding to online ratings, reviews, and feedback. When it comes to negative reviews, promptly performing online service recovery and creating a true dialog with the patient enables healthcare providers, physician practices, and medical groups to solve the patient’s issues while demonstrating a patient’s experience is top priority. Setting up alerts to help identify negative reviews will also help healthcare providers address patients’ concerns quickly. This provides healthcare organizations with the opportunity to turn an unhappy patient into an advocate and a negative review into a positive one.
Analyze Patient Feedback To Uncover Opportunities For Operational Improvements
Take a holistic approach when analyzing your patient experience data. The breadth and depth of patient insights has expanded with CAHPS, online reviews and comments, and digital survey campaigns revealing a wealth of data that needs to be managed.
Considering the increasingly competitive market for patients, this puts more responsibility on healthcare organizations to provide the best patient experience. This means identifying areas where they need to improve, and doing it quickly. After all, there are multiple components involved in evaluating a healthcare experience. Therefore, root cause analysis can let you get to the core of an issue a patient has with your hospital, practice or provider.
For example, one facility we work with identified issues with making patient appointments. Drilling down deeper, they discovered the issue was routing calls — and they fixed it. It sounds like a simple issue, but patient experience scores increased after the change was made because it turned out, it was a common issue for many patients. Monitoring patient feedback and making the necessary adjustments can help optimize your online reputation, CAHPS scores, and your overall relationship with your patients.
Use Patient Feedback Data To Increase Physician And Staff Engagement
Physicians and staff have a significant impact on patient experience and online reputation. Physicians are often skeptical of online reviews and some are simply unaware of any patient experience issues. However, they’re taught to rely on empirical evidence, data and outcomes. This is when patient experience metrics become an eye opener.
These metrics not only identify where doctors need to improve, they incentivize them to make changes for the better. Even brilliant doctors receive negative feedback on his or her bedside manner. Sharing patient experience reports that rank physicians within the practices can spark their competitive side — nobody wants to be rated with the lowest score. Also, sharing and celebrating positive feedback among staff is a motivator while using negative feedback as a teaching tool, and a way to hold staff accountable, can help drive a more patient experience driven culture. Patient experience data isn’t just a game changer— it’s a behavior changer.
As online rating and review sites continue to play a more influential role in healthcare decisions, there will be a greater level of expectation for healthcare providers to respond to patients’ comments and reviews in an appropriate manner. Proper control and management of online reviews will further enhance consumer engagement and strengthen a healthcare provider’s position in the market. With the right tools and strategies in place, healthcare organizations can dig deeper into the practices that are consistently ranking high on patient experience scores, and standardize best practices across an entire system. The time is now for healthcare providers to take full control of their online reputation to become an industry leader in building loyalty and driving new patient acquisition.
via DC Inno Andrew Rainey, Binary Fountain’s executive vice president of strategy and corporate development, spoke with DC Inno regarding company growth and the D.C. tech community. Binary Fountain was selected as one of DC Inno’s 50 on fire D.C. area companies.
Andrew Rainey, Binary Fountain’s executive vice president of strategy and corporate development, spoke with DC Inno regarding company growth and the D.C. tech community. Binary Fountain was selected as one of DC Inno’s 50 on fire D.C. area companies.
Jane Weber Brubaker from eHealthcare Strategy & Trends interviews Elizabeth Davis, reputation manager at HCA. Hospitals and health systems think of their websites as the digital “front door” to their organizations, but before consumers get there, search engine results could steer them away to competitors with higher star ratings and more positive reviews. Reputation is everything. Read…
Hospitals and health systems think of their websites as the digital “front door” to their organizations, but before consumers get there, search engine results could steer them away to competitors with higher star ratings and more positive reviews. Reputation is everything.
By Benjamin Mindell This article originally appeared in the August 2017 issue of Chicago Medicine magazine. Reprinted with permission. Don’t be defensive, track what’s said and remember that a well-run practice will get enough good reviews to lessen the blow from bad ones. THE DOCTOR DOESN’T LISTEN, THE STAFF ACTS SULLEN, THE WAIT IS TOO LONG, THE…
Don’t be defensive, track what’s said and remember that a well-run practice will get enough good reviews to lessen the blow from bad ones.
THE DOCTOR DOESN’T LISTEN, THE STAFF ACTS SULLEN, THE WAIT IS TOO LONG, THE EXAM IS TOO SHORT.
The potential for a negative online review is limited only by all the possible interactions where medicine is practiced and the capacity for outrage—justified or not—of the reviewer. For physicians, it can be a jolt to have all their expertise and commitment to patient care reduced to a one-sided narrative and a low star rating. “These attacks feel, and can be, very personal,” says Andrew Bernstein, MD, a pediatrician at a North Suburban group. He hasn’t been the target of a negative review, but as the practice’s “tech guy” he monitors relevant sites and responds to reviews, which itself can be a minefield. The wrong reply “may fuel more arguing and can make the doctor look petty and mean.”
A study published in the February 2017 Journal of General Internal Medicine found a distinct digital divide when researchers asked 828 physicians and 494 patients in Massachusetts about their views on physician rating websites. Less than a quarter—21%—of doctors were in favor of posted “narrative comments” versus more than half—51%—of patients. More than a third—39%—of patients had made at least one visit to a physician-rating site. More than three-quarters of doctors—78%—believe comments would add to their job stress. Yet most reviews of doctors are positive and star
rating averages are closer to the five-star end of the scale than the one-star. For example, a study published in 2014 by JAMA Otolaryngology–Head
& Neck Surgery found the mean score among 266 otolaryngologists on Healthgrades was 4.4 out of 5.
Unfortunately, critical reviews can carry an outsized sting. “People go out of their way to read the negative ones,” warns Derek Kosiorek, a principal consultant at the Medical Group Management Association’s Health Care Consulting Group.
A JAMA research letter published in 2014, showing responses of more than 2,000 members of the public, reported that 59% found rating sites
somewhat or very important in terms of selecting a doctor. About a third—37%—who had checked a review site, reported having “avoided a physician with bad ratings.”
Responding? Try a Little Tenderness
Earlier this year, JAMA Facial Plastic Surgery published a research letter analyzing 152 five-star reviews and 112 one-star Yelp reviews of big-city dermatologists, plastic surgeons and facial plastic surgeons. One factor topped the lists at each end of the satisfaction spectrum—bedside manner, defined as “the physician’s approach or attitude toward the patient.”
Similarly, patients—both reviewers and readers—are going to be watching how the practice responds to criticism. When it comes to negative reviews, “you have to look at the motivation of the people who are writing it and the people who are reading it,” says Kosiorek. As for the negative reviewers, “the best thing to do is to invite them to contact you and share their stories.”
At that point the public nature of the review site, and demonstrating openness to receiving feedback, can be an advantage. “Everyone who reads it after that is interested in that somebody is listening and responding to negative reviews,” notes Kosiorek. Patients have the right to complain about the way they are treated. A negative online review might be more public than the doctor wants, but it is still an expression of discontent. Responding opens the door to resolving a complaint with a patient and offsetting negative attention to the practice. It can even prompt a patient’s change of heart and result in the post being taken down, but don’t count on it.
Still, HIPAA can make that engagement tricky and even downright dangerous for the practice. The general advice from commentators is to be brief, generic, and get right to an offer to discuss the matter privately. “We recommend a public facing response where you take the conversation offline, always being mindful of protected health information,” says Andrew Rainey, executive vice president of strategy and corporate development at Binary Fountain. “For example: ‘I’m sorry to hear about the long wait time when you visited our facility. Will you please email us so we can better understand your experience?’” Always provide an email address so the patient can act on that request.
McLean, Va.-based Binary Fountain specializes in providing patient feedback management in the health care sector, and says it has tracked and analyzed more than 10 million patient reviews for clients encompassing 2,800 facilities. It is part of a greater reputation management industry that encompasses every type of consumer activity—restaurants and retail are among the most common—where a business can be profoundly affected by ratings and comments.
“For health systems, hospitals and medium/large group practices, we recommend that the marketing team respond on behalf of physicians, as opposed to a direct response from the physician themselves,” says Rainey. “Physicians often, and for good reason, take negative feedback personally. Marketing teams are responsible for the digital presence of the facilities as well as the physicians, and should take a disciplined approach to engaging patients online.” That also includes an often overlooked but valuable way to show engagement, replying to good reviews and not just to critical ones.
Be Aware of What’s Being Said
But before a practice can respond, it has to know what’s out there. “The most difficult part is monitoring,” says Kosiorek. “In order for you to respond quickly you have to know that they are there. At least weekly, you have to check in to see what is there,” continues Kosiorek. “I think a lot of practices are just blind to it. They don’t realize that the reviews are there. At a small practice, checking websites could be just part of the morning routine for a staff member.”
Primary care doctors, especially, should expect to be reviewed. In terms of reviews and any other online mentions, all doctors should be diligent. At the very least, having a Google Alert set up to track both the physician’s name and the practice’s name is a must. Also doing an occasional Google search can be useful. Not all patients go directly to specific review sites; they use the search box instead. Since searchers generally look at only the top results, it is important to experience a search the same way prospective patients do.
“Our platform helps clients identify the sources that are in most need of new patient feedback,” says Rainey. What they are looking for includes low volume of reviews, recent negative feedback, or an overall negative score.
The company’s work for clients includes facilitating the posting of data collected under the federal Agency for Healthcare Research and Quality’s CG-CAHPS program—formally, the Clinician and Group Survey of the Consumer Assessment of Healthcare Providers and Systems—which encourages dissemination of the information. Commercial ratings sites—Yelp and Healthgrades, for example—require the reviewer to log in, individually, to each site. That’s a challenge for the smallest practice to the largest hospital system.
“We encourage our clients to run promoter campaigns, where they reach out to their patients to ask [them] to leave a review and rating on recommended third-party or social networking sites,” says Rainey. Methods include email, texts, word of mouth, or cards that are handed out.
Note, however, that before letting patients know that the practice is open to being reviewed, it’s important to understand the terms of service of any sites that are mentioned. Yelp is one of the most influential sites, but it has a strict policy—backed by the threat of a damaged rating—against recruiting reviewers to go to the site.
Medical ethics has traditionally looked askance at patient testimonials. Research and commentaries tend to treat online ratings as a fact of life in modern medicine. That is probably because they come with an expectation of transparency—the system should treat bad reviews the same way as good ones. The general consensus also seems to be that a few negative reviews need not be seen as disastrous if the overall trajectory is positive.
How high up a review appears is important. “More positive feedback will dilute the impact of negative reviews by pushing them lower down,” says Rainey.
But while physicians understandably don’t want outside attention focused on a negative review, practices would do well not to be defensive and should work to uncover the truth of even a hurtfully worded post. A single negative review “should be enough for you to trigger an investigation,” says Kosiorek. “Find out if that is true, and if it is true make a change. If not true, then just keep going forward.”
Benjamin Mindell is an award-winning writer and former editor of American Medical News. He lives in Chicago.