From the Customer Experience Trend tracker this presentation is the one used for the webinar addresed by Qaalfa Dibeehi, Kalina Janevska and Colin Shaw: A well

1. A Get Well Card for Healthcare Sectors Customer Experience Trend Tracker Q1 2010

2. 1. Viewer Window 2. Control Panel Beyond Philosophy © All rights reserved. 2001-2010 2 GoToWebinar Example Interface

3. 3 Beyond Philosophy © All rights reserved. 2001-2010 The Beyond Philosophy Perspective Customer Experience is all we do! Thought leadership is our differentiator Fourth book launched in September 2010 Offices in London, Atlanta with Partners in Europe & Asia Links with Academia Focus on the emotional side of the Customer Experience

4. 4 We are Proud to Have Helped Some Great Organizations… Beyond Philosophy © All rights reserved. 2001-2010

5. A Get Well Card for Healthcare Sectors Customer Experience Trend Tracker Q1 2010

6. Agenda 6 Beyond Philosophy © All rights reserved. 2001-2010 Introduction The Cost-Health Outcome Balance The Shift In Healthcare The Artificial Divide in the Healthcare Experience The Customer Experience Way Recommendations Q&A

7. In the Hopi language, “Koyaanisqatsi” means "crazy life, life in turmoil, life out of balance, life disintegrating, a state of life that calls for another way of living“ In the USA, one-third of health care expenditures, about $700 billion or nearly 5% of GDP, did not improve health outcomes. (Source: Congressional Budget Office, 2006 ) In the UK, projections show that the cost of the existing [NHS] system will almost double by 2026, yet without any improvement in the outcomes that could be achieved through radical reform. (Source: King’s Fund, 2010) Healthcare = Koyaanisqatsi 7

9. Customers feel value for money

10. Customers would be satisfied with the healthcare experience (regardless of ultimate health outcome)Health Outcomes Healthcare Cost

11. Actual State of Healthcare 9 Bettering health outcomes has generally meant increasing costs 3 Reducing spend has generally meant a negative effect on health outcomes 4 Cost and health Outcomes intimately linked, locked even 2 Health Outcomes Healthcare Cost $ $ $ Costs are unsustainable 1

12. Customer Experience Trend Tracker Research 1,000 interviews UK and USA Online survey looking at the healthcare experience across four key touch points: Physician/Primary healthcare provider Hospital Pharmaceutical Company Health Insurer 10 Beyond Philosophy © All rights reserved. 2001-2010

13. Expectations are not met for a sizable minority 11 Beyond Philosophy © All rights reserved. 2001-2010 Are healthcare consumers’ expectations met? Never or rarely met Exceeded 39% 33% Percent of Healthcare Consumers 28% 27% 23% 13% 13% 13% Never or rarely met Exceed- ed Never or rarely met Never or rarely met Never or rarely met Exceed- ed Exceed- ed Exceed- ed Hospital Experience Health Insurance Experience Physician Experience Pharmaceutical Company Experience Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy

14. A large proportion of people do not feel they get what they pay for 12 Beyond Philosophy © All rights reserved. 2001-2010 How much value for money does the healthcare experience provide? Less than paid for More than paid for 40% 35% 33% 31% Percent of Healthcare Consumers 21% 18% 15% 11% Less than paid for Less than paid for Less than paid for Less than paid for More than paid for More than paid for More than paid for More than paid for Health Insurance Experience Hospital Experience Pharmaceutical Company Experience Physician Experience Value for money Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy

15. At least a third of healthcare consumers think it’s necessary to improve the healthcare experience 13 Beyond Philosophy © All rights reserved. 2001-2010 How necessary is it for the provider to improve the experience? Extremely necessary Not necessary at all 49% 45% 33% 34% Percent of Healthcare Consumers 24% 18% 13% 10% Extremely Extremely Extremely Not at all Not at all Not at all Extremely Not at all Hospital Experience Health Insurance Experience Physician Experience Pharmaceutical Company Experience Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy

16. Stories and Emotions 14 Beyond Philosophy © All rights reserved. 2001-2010 Don Berwick, Director, Medicare and Medicaid Bridget Duffy, Dir, CE, Cleveland Clinic, formerly Dir. Of Empathy Dr. Regina Benjamin, Surgeon General “…this is the first thing that we do - we strip you of your dignity, we serve you miserable food, we put you in a sterile room that smells of chemicals when you are at your weakest, most vulnerable point of your life….” “…at that moment I realised I had made a major mistake, I took her dignity from her….” “…I fear to be a patient….not because of the errors and unreliability of healthcare but because of indignity, the loss of influence, the image of myself in a hospital gown, homogenous, anonymous, no longer myself…”

17. Emotional Profile of the Healthcare Experience 15 Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy Beyond Philosophy © All rights reserved. 2001-2010

18. Emotional Engagement: NHS (UK) vs. “pay to play” (USA) 16 The top emotions evoked in the healthcare insurer experience by geography USA UK Lt green shading = Positive emotions Lt red shading = Negative emotions 12% 10% 8% Percent of Healthcare consumers who selected the emotion as one of the top 3 evoked in the health insurer experience 6% 4% 2% 0% Cared for Trusting Safe Pleased Interested Stressed Irritated Disappointed Valued Annoyed Happy Neglected Unhappy Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy Beyond Philosophy © All rights reserved. 2001-2010

19. Solutions: Patient Centred Care has the Momentum 17 Point of Care “..aims to transform patients’ experience of care in hospital. The goal of the programme is to enable health care staff in hospitals to deliver the quality of care they would want for themselves and their own families.” Medical Homes “…an approach to providing comprehensive primary care... that facilitates partnerships between individual patients, and their personal providers, and when appropriate, the patient’s family." Planetree Model “…a patient-centered, holistic approach to healthcare, promoting mental, emotional, spiritual, social, and physical healing. It empowers patients and families through the exchange of information and encourages healing partnerships with caregivers. It seeks to maximize positive healthcare outcomes by integrating optimal medical therapies and incorporating art and nature into the healing environment.” Beyond Philosophy © All rights reserved. 2001-2010

20. The Benefits from Patient-Centered Care The medical home approach has been associated with less difficulty accessing care after hours, improved flow of information across providers, a positive opinion about health care, fewer duplicate tests, and lower rates of medical errors. (Schoen et al, Toward Higher-Performance Health Systems: Adults’ Health Care Experiences In Seven Countries, 2007) The patient-centered model has been linked to "improved quality, reduced errors, and increased satisfaction“ (Thomas C. Rosenthal, 2008, The Medical Home: Growing Evidence to Support a New Approach to Primary Care, "The better the primary care, the greater the cost savings,the better the health outcomes, and the greater the reductionin health and health care disparities.“(Epstein AJ. The role of public clinics in preventable hospitalizations among vulnerable populations. Health Serv Res 2001; 36: 405–20) 18 Beyond Philosophy © All rights reserved. 2001-2010 Without patient-centered care Patient-centered care

21. The Artificial Divide in the Healthcare Experience 19 Physicians & Hospitals Pharmaceuticals & Insurers Customer’s Healthcare Experience Beyond Philosophy © All rights reserved. 2001-2010

22. Poll Question 20 Healthcare consumer’s perception of healthcare providers’ importance in keeping them healthy ( the total sums to 100%) Which provider do you think customers choose as the most important in keeping them healthy? Hospital is most important Physician is most important Pharmaceutical Company is most important Health Insurance Provider is most important Share of role in keeping healthcare consumers healthy Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy Beyond Philosophy © All rights reserved. 2001-2010

23. The Healthcare Experience Gap 21 Healthcare consumer’s perception of healthcare providers’ importance in keeping them healthy ( the total sums to 100%) Share of role in keeping healthcare consumers healthy Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy Hospital Health Insurer Pharmaceutical Company Physician/ Primary Healthcare provider Beyond Philosophy’s healthcare client’s perception 1 3 4 2 Beyond Philosophy © All rights reserved. 2001-2010

24. The Healthcare Experience Gap 22 Healthcare consumer’s perception of healthcare providers’ importance in keeping them healthy ( the total sums to 100%) 29% 26% Share of role in keeping healthcare consumers healthy 24% 21% Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy Hospital Physician/ Primary Healthcare provider Health Insurer Pharmaceutical Company Beyond Philosophy’s healthcare client’s perception 1 3 4 2 Beyond Philosophy © All rights reserved. 2001-2010

25. Emotional Wellbeing 23 Beyond Philosophy © All rights reserved. 2001-2010 Percent of healthcare experience that should be devoted to emotional wellbeing 24% 22% 19% 18% Pharmaceutical Health Insurer Hospital Physician/ Primary Healthcare provider Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy

26. Emotional Profiles: Pharmaceutical Company and Health Insurer 24 Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy Beyond Philosophy © All rights reserved. 2001-2010

27. Emotional Profiles: Physician and Hospital 25 Source: Q1 2010 Customer Experience Trend Tracker, Beyond Philosophy Beyond Philosophy © All rights reserved. 2001-2010

28. The Benefits of the Customer Experience Way 26 1 2 Without patient-centered care Patient-centered care 3 Customer Experience Way Beyond Philosophy © All rights reserved. 2001-2010

29. Differentiated Managing wellbeing Stage experiences Treating the patient Deliver services EMOTIONAL ENGAGEMENT Treating the disease Make goods Treating the obvious symptoms Extract commodities Undifferentiated Same as everybody else More expensive PRICING Source: Welcome to the Experience Economy, Pine & Gilmore, HBR, July-August 1998 Customer Experience and Being Sick Beyond Philosophy © All rights reserved. 2001-2010

30. Chronic Illness Interaction Monitor (based on Beyond Philosophy client engagements in Healthcare) 28 Healthy Focus of most patient centered care approaches Jan Feb Mar Apr May Jun Jul Aug Oct Nov Dec Sep Hospital Physician Pharma Insurer Hospital Physician Pharma Insurer

31. Summary 29 Consumers experience healthcare as whole, not in discrete buckets. Current Patient centered care solutions are based on customer experience principles but focus primarily on the patient – point of care experience (i.e. physician and hospital) However, most of the health care experience occurs with pharmaceutical companies and health insurers providing these two sectors with untapped potential to maximize health outcomes while reducing costs. The key to customer experience applications is an understanding of what drives emotional emotional involvement. Beyond Philosophy © All rights reserved. 2001-2010

33. Keep track of the difference in the perception of the experience between healthy and unhealthy customers. Especially in their positive and negative emotional experiences.

34. Assess the experience you actually provide with an outside-in point of view. We typically use “Customer Mirrors” for this purpose.

39. kalina.janevska@beyondphilosophy.com

40. colin.shaw@beyondphilosophy.comLondon Office: 0207-917-1717 Atlanta Office: 1-678-638-6162