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Behavioral Health Client Experience Management - Gelb

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Client's experiences with behavioral health services are shaped by all of their interactions with us, across the continuum of care. While we can assume what our clients want, need and experience in receiving services from us, it is valuable to use their direct feedback to understand their functional (what we do) and emotional (how we do it) needs throughout their experience. In this webinar conducted with Sovereign Health, we discuss the foundations of customer experience management, provide examples of tools and resources that you can use to understand client's experiences and address opportunities for improvement, and discuss a variety of implications in behavioral health settings.

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Behavioral Health Client Experience Management - Gelb

  1. 1. Experience Management in Behavioral Health Tools to Create Empathy and Meet Client Needs www.endeavormgmt.com/healthcare
  2. 2. Today’s Agenda Understanding Experience Management Tools to Understand Patient Needs Translating Information to Action Questions and Discussion
  3. 3. About Us Industry Expertise. Research-Driven Insights. Practical Strategies. We work with nationally-recognized Institutions: • 5 “Honor Roll” institutions • 10 out of the top 20 cancer programs • 3 out of the top 4 pediatric hospitals • 5 out of the top 10 cardiovascular programs National Benchmarking Studies: • Patient experience management • Marketing practices • Physician relations programs • International programs Ranked as one of top 50 Healthcare Consulting firms by Modern Healthcare
  4. 4. Understanding the Patient Experience
  5. 5. Functional Emotional I am confident in their treatment and outcomes I am seen quickly My physician receives timely reports My questions are answered My needs are addressed I am educated about the process I am put at ease They are focused on my me My time is respectedI can schedule appointments
  6. 6. WHY EXPERIENCE MATTERS Improved patient compliance and outcomes Better staff teamwork morale (“remember why we do this”) Business case - an objective of healthcare reform Aligns with other objectives (such as trauma informed care) Consumerism means patient demands are higher than ever
  7. 7. PATIENTS AS CONSUMERS New Thinking
  8. 8. EXPERIENCE-RELATED TRENDS Patients demand respect for their time Cost and insurance is biggest frustration; seek transparency UPFRONT Seek a personalized experience, their preferences remembered Use of technology for convenience, control, and personalization BUT - Some things don’t change. Care continuity through a long-term, trusted provider remains a top satisfier
  9. 9. Behavioral Health Unique Experience Challenges Universal shortages in care capacity Limited resources Frequent touchpoints = opportunities for inconsistency Decisions are made during a crisis Long treatment journey Varying levels of ability to advocate for self
  10. 10. Foundational Tools
  11. 11. USE A FRAMEWORK FOR HOLISTIC UNDERSTANDING A framework must: Consider All Parts of their Experience Break Down Siloed Thinking Account for a Variety of Touchpoints
  12. 12. EXPERIENCE MAPS FOR IDENTIFYING KEY NEEDS We can enable care teams to deliver an improved patient experience by identifying opportunities for improvement through a common experience management framework that can be used across sites and departments. NEED SCHEDULING ADMISSION TREATMENT FOLLOW-UP Need to be top of mind for patients AND referrers when a crisis arises
  13. 13. NEED The initial identification of a problem. ADMISSION The initiation of the process. FOLLOW-UP On-going mental ealth management. SCHEDULING The consideration of treatment options. TREATMENT Treatment and therapy. Front Line StaffMedical Staff Support StaffCare TeamFamily and Friends Referring Providers Telephonic Interpersonal DigitalWritten Environmental Touchpoint types for each state of the experience. Steward(s) for that phase of the experience. Journey Mapping Components
  14. 14. EXPERIENCE MAP EXAMPLE NEED SCHEDULING ADMISSION TREATMENT FOLLOW-UP I trust them to provide the best care I am provided With options The care is compassionate I know what to do next • Detox • Inpatient care • Long-term inpatient • Outpatient • Treatment team • Support services • On-going care coordination • Getting to facility • Transition between areas • Inclusion in decisions • Treatment plan • Steps to begin process • Medical records • Insurance coordination • Home/work preparation • Wait time for intake • Seeking help • Evaluation of different centers • Barriers to treatment • Resources for evaluation • Information sources • Decision to choose provider • Long-term recovery plan • Reflection on results • Community coordination • Family support • Continuing recovery Front Line Staff Medical Staff Support StaffCare TeamFamily and Friends Referring ProvidersTelephonic InterpersonalDigitalWritten Environmental
  15. 15. Those approve admissions/transfers IT who supports the system Family who schedule on behalf of the patient Referring providers who direct to start scheduling “Getting An Appointment” Touchpoints Stewards Appointment schedulers Appointment schedulers Online scheduling tool Self-referral call into scheduling Family who schedule on behalf of the patient Other services/providers call into scheduling Office staff who make the calls Referring appointment schedulers Staff who approve paperwork and transfers.
  16. 16. ASK FOR DIRECT INPUT Avoid Assumptions Best Practices Exist, but Your Patients are Unique Direct Voice of the Customer Evokes Empathy Including Customer Voice is a Standard for Trauma- informed Care Organizations
  17. 17. Pick the Right Tool Observational Co-Creation Engagement Monitoring Volunteering Chair Exercise Patient Journaling Patient Flip Cam Website User Testing Persona Development Story Boarding Customer Advisory Board Expert Panel Ask patients directly for their feedback Focus Groups Quantitative Client Feedback Survey In-Depth Experience Mapping Interviews Team Huddles Comment Boards Social Media Monitoring Regularly Scheduled Feedback Surveys Dashboard Higher Cost Lower Cost Which can you best influence in your current role?
  18. 18. WHY EXPERIENCE MAPPING Identifies key needs and opportunities before, during, and after the patient’s experience Evaluates the most impactful activities and touchpoints at each step Assesses emotional and functional needs, and brings to light the “Voice of the Customer” Identifies key opportunities for improvements and patient stories to build momentum for change
  19. 19. OTHER EXPERIENCE TOOLS MD Anderson Proton Therapy Center Low-cost video, understand the experience in an authentic way Camera and chair exercise Highly visible dashboard posters
  20. 20. OTHER EXPERIENCE TOOLS Comment wall Team e-mails to share patient comments or stories – also for holding each other accountable to success
  21. 21. Select Participants Who is “right” to participate? • Stage in the treatment process • Demographics • Ease of access • Variations of experiences • Willingness to comply Also consider feedback from: • Referring care providers and their staff • Families of clients • Internal (though leaders, cultural barriers)
  22. 22. Recruit Participants Recruiting Tips: For more formal initiatives: • Offer an incentive • Clearly explain requirements • Discuss anonymity (depends on type of research tool) • Promote ability to make a difference • If internal resources don’t exist, consider 3rd party for recruiting
  23. 23. Prepare Questions Tips for Questioning: • Cover all stages of the journey • Ask both specific and high-level questions • Allow for examples, depth, and emotional needs • Consider other initiatives or goals Examples: Trauma Informed Standard: I feel that all the employees in the organization are committed to making me feel safe and welcomed. Staff has communicated to me that being trauma- informed is a high priority for the organization and for the services they provide me. (0-4 agreement scale) In-Depth Questioning: At which points in your experience did you discuss trauma-informed care with your care team? How did this impact your experience? In what ways did you feel safe and welcomed? What could be improved?
  24. 24. Conduct Research Tips for formal VOC research: • Use intro to clearly explain the goal and context • Follow up with clarification or examples • Use interview guide but make it conversational • Record or transcribe interviews • If digital (like online focus group), be present through probes and follow-ups • Interviewer should be unbiased, nonthreatening
  25. 25. TRANSLATE INFORMATION TO ACTION Include Insight for Each Stage Incorporate Emotional and Functional Needs Current Vs. Ideal – Where are the Breakdowns? Verbatim Quotes, Stories, Data, Audio Clips Evoking Empathy = Building Momentum for Change
  26. 26. 27 In their words… Incorporation the voice of the customer to evoke empathy “Sometimes when you have a mental health problem people think you are broken and treat you like that.” “It is scary to take a list of medication when I don’t even understand what it is all for.” “I want them to really listen to me and not be distracted. To know that they really understand what is going on. But I often feel like I’m being rushed out. “
  27. 27. 28 Segment Differences
  28. 28. Cross-Functional Workshops For Action Planning • Brainstorming – Roles Don’t Matter • Consider cross-functional groups, each to tackle one stage of the experience • Identify quick hits v. long-term goals • Note needed operational/process changes or resources, but focus on how we can take action now • Assign timelines and responsibilities EFFORT IMPACT Low HighLow High
  29. 29. 30 Example – Identified Need De-Escalating Upset Patients-Families Providing staff with scripting and authority to make decisions/changes. What CAN they do in the moment? What is the process for follow-up? Ensure consistency of information and determine where common problems arise. Staff Empowerment For common problems, create “checkpoints” earlier in the journey to set expectations. Consider having clients sign a “contract” acknowledging expectations. Early Expectation-Setting Staff training for how to communicate understanding, reframing, and empathy. What NOT to say and how to explain reasons for decision/process. Communication Training
  30. 30. 31 Example - Panel Discussion Translating this workshop into action. What was the single most important leadership action you identified? ACTION What were the greatest patient needs your group discovered? Were they functional or emotional? NEEDS What are 1-2 other things you learned today that you will take back to your work team? ENGAGEMENT
  31. 31. MAKING IT STICK LONG-TERM SUCCESS Keep the journey map at top of mind – make it visible and include it in decisions Care teams must OWN the experience Tie in operations – scripting or marketing can’t fix a broken process Set goals. Measure change and progress (monitoring surveys, dashboards, etc.)
  32. 32. THANK YOU We hope you enjoyed the webinar. www.endeavormgmt.com/healthcare 950 Echo Lane, Suite 200, Houston, TX 77024 @GelbConsulting Contact 800-846-4051 info@gelbconsulting.com www.linkedin.com/gelbconsulting
  33. 33. Any Questions?
  34. 34. Once you leave today’s webinar, you will receive a thank you email, within 24-48 hours, with all the information pertaining to this Webinar and how to earn one Free CE certificate. This presentation will be available to watch after 72 hours on www.sovinstitute.com. How to earn your C.E. Certificate: You will need to register yourself on sovinstitute.com & complete the short questionnaire and feedback form in order to generate your certificate.(NOTE: Please save your login credentials for future use- you can access several other existing CE presentations, answer the question that follows and earn CE for those presentations as well. You can view our upcoming Free CE events in future.) Thank you for your participation! Feel free to write us at webinar@sovhealth.com For all CE queries please contact CE@sovhealth.com
  35. 35. Step-1 New user registration- Register yourself as a new user, if you are signing for the first time, otherwise use your login credentials and sign in.
  36. 36. Step-2 Once you login, Click on the Webinar topic for which you want to get the CE.
  37. 37. Step-3 Click “continue to video” button
  38. 38. Step-4 Click on Continue to Quiz.
  39. 39. Once you click on Continue to Quiz, you will have redirected to Quiz section. Here you can attend the quiz and get your CE. Thank You
  40. 40. Thanks For Attending The Webinar Do you have a loved one or a client/patient who needs help for an Addiction, Mental Health, and/or Dual Diagnosis condition? Don't wait, call us today. 24/7 Admissions Hotline (866) 825-6136 1211 Puerta Del Sol, San Clemente, CA 92673 | www.sovhealth.com E-mail: info@sovhealth.com A Better Way to a Better Life!