Health Care Marketing Navigate 2 Scenario: Patient Engagement Patient Engagement Introduction: The Marketing Director for Bright Road Healthcare is looking for ways to improve their Personal Health Record. A Personal Health Record not only engages patients in their own wellness; it’s a method of retaining loyal patients. In this scenario, you will play the role of a marketing consultant who meets with Bright Road staff members to gather information about their patient demographics, and then analyze the functionality and utility of the Health Care Systems' Personal Health Record, a resource provided to their patients. Using this information, you will make a recommendation on how to improve the functionality and utility of the Personal Health Record. At the end of the scenario, you will meet with the Marketing Director to present recommendations. Characters: 1. Branson Lowe, mentor and student's friend 2. Amit Patel, Director of Marketing 3. Joan Fairbanks, physician (on speaker phone). Locations: 1. Student’s Office 2. Marketing Director's Office (Amit Patel) February 21, 2018 1 Health Care Marketing Navigate 2 Scenario: Patient Engagement Scene 1: The New Project In this scene, the student meets with Branson, the mentor, to learn about Personal Health Records (PHRs). The student gathers preliminary information about the overall functionality of PHRs before meeting with Bright Road for details about a new project to improve the Personal Health Records system and make it more functional at Bright Road. Location Scene setup On-screen characters Off-screen characters Coffee Shop The student‘s mentor is across the table from the student. Branson Lowe, mentor and friend N/A On screen text: Your mentor and friend, Branson, is here to discuss a new project with you. BRANSON It’s nice to have coffee with you again. It’s just like old times! So, I hear you'll be working on a new marketing project at Bright Road Health Care System? Student can click either option to continue. STUDENT CHOICE 1 Hi Branson. Yes, I will be learning more about the project today when I meet with their marketing director. But I was hoping to get some information from you before my meeting. STUDENT CHOICE 2 Hi Branson. Nice to see you, too. Yes, I will be working on a new project and I was hoping that you could help me a little before I go in for the kickoff meeting today. BRANSON RESPONSE Sure. In your message you said you'd be working on a project to help improve their (PHR) initiative, is that right? Student can click either option to continue. STUDENT CHOICE 1 Yes. One of the challenges of this project is the variety in the demographics of the community and those that Bright Road wants to reach out to. I feel like I need to better understand how PHR benefits the users and also an organization such as Bright Road. STUDENT CHOICE 2 Yes, that is right. Since I know your insurance company has developed a very successful PHR program, I am hoping that you can help me to better understand this type of program and the processes involved in making it work well. February 21, 2018 2 Health Care Marketing Navigate 2 Scenario: Patient Engagement BRANSON RESPONSE Well, I think I can help you with that. What would you like to ask me about first? Note: Student can click any branch in any order, but will need to ask all sets of questions within that branch before continuing to the next branch. After all branches are complete, the scene continues. BRANCH 1: GENERAL QUESTIONS Branch 1 Questions Student must choose all options to continue. STUDENT CHOICE 1 What is a PHR? STUDENT CHOICE 2 What is the purpose of a PHR? STUDENT CHOICE 3 What is your current documentation process for PHR work? BRANSON RESPONSE 1 A PHR is an electronic format for managing a patient's health and medical records. It also provides a patient's medical history and emergency contact information. The information is stored on a secured server and the patient can access it to keep updated personal medical information on file. They choose who they want to share this information with. BRANSON RESPONSE 2 The overall purpose of a PHR is for patients to better manage their healthcare information and better communicate with their healthcare providers. A webbased PHR can store the patients’ most current health information. With current information, doctors or hospitals and can make more informed decisions about patient care. BRANSON RESPONSE 3 We want our customers to see how this can really benefit them. We provide an intuitive online information form for our insured customers to use. Because some users may be a little intimidated about where to start, we offer a brief online tutorial on how to use our PHR platform. Then, they create a secure user name and password for their account. They can add information to the form that includes their medical history, medications, current health conditions, physicians' names and emergency contacts. The customer has the option to share this with others or keep in private. BRANCH 2: HOW PHRs IMPACT A HEALTH CARE ORGANIZATION Branch 2 Questions February 21, 2018 3 Health Care Marketing Navigate 2 Scenario: Patient Engagement Student must choose both options to continue. STUDENT CHOICE 1 How does a PHR benefit a health care organization? STUDENT CHOICE 2 How does a health care organization access a patient's PHR? BRANSON RESPONSE 1 Well, there are many benefits. First, convenience. It's helpful for a caregiver to have updated patient information in case the patient's unable to provide it. When a patient opts to have his or her PHR connected to the hospital's medical records system, it makes it easier and quicker to determine a patient's care plan. Along with this is the access to life saving information. PHRs can help a physician, nurse, or pharmacist identify potential harmful drug interactions. BRANSON RESPONSE 2 Great question. Nobody would be able to access a patient's PHR without the patient’s permission. BRANCH 3: HOW PHRs IMPACT THE PATIENT Branch 3 Questions Student must choose all options to continue. STUDENT CHOICE 1 How has the PHR system for your insurance company benefitted your customers? STUDENT CHOICE 2 What about patient privacy and security? Has this been an issue for you? STUDENT CHOICE 3 Is there any negative impact on your customers? BRANSON RESPONSE 1 Well, having a PHR system in placed has enabled us to provide a valuable service to our insured customers. You see, they have access to their personal files and keep them updated. The online tool keeps all of their medical history in one place - on a secure server. This service to our customers helps create a loyal base and provides us with a way to share health information with them. BRANSON RESPONSE 2 Absolutely not. We've not had any issues with security. Because a person's medical history is private and protected, we take precautions to make sure our servers are secure. BRANSON RESPONSE 3 No, not at all. We've not seen any negative impact from our customers' perspective. Most of them feel a sense of empowerment in having control of their medical history. Our biggest challenge, as I am sure it will be with your new project, is getting everyone familiar with the tool and encouraging them to February 21, 2018 4 Health Care Marketing Navigate 2 Scenario: Patient Engagement use it. On screen text: Your calendar reminder on your cell phone alerts you that your meeting with Amit Patel in his office will begin in 30 minutes. STUDENT RESPONSE It looks like my meeting will begin shortly. Thank you for providing me with so much information on PHRs. This sounds like it will be an exciting and challenging project. BRANSON RESPONSE My pleasure. Just let me know if you have any more questions. Good luck with your meeting. Scene 2: Meeting with Marketing Director In this scene, the student meets with Amit Patel, Bright Road’s Director of Marketing, to talk about the project of improving the functionality and utility of Bright Road's current Personal Health Record system. Dr. Joan Fairbanks, a physician at Bright Roads will join the meeting via phone call. Amit and Joan will share more information and the objectives of this project. Location Scene setup On-screen characters Off-screen characters Director of Marketing Office The student is sitting across from the Director of Marketing Amit Patel Joan Fairbanks, speaker phone On screen text: First, you meet with the Director of Marketing, Amit Patel, to gather information about the current PHR system used at Bright Road and the proposed improvements they want with a new system. As you gather information, take notes about key issues you hear. AMIT Hey, thanks for meeting with me today to discuss the PHR project. Dr. Joan Fairbanks is not able to be here in person, but she's with us on the phone. JOAN Hello! AMIT Dr. Fairbanks has been very instrumental in working in our geriatric division. She has been anxious to work with us in helping to market our services to our senior patients. STUDENT It’s nice to meet you Dr. Fairbanks. So you work primarily in the geriatric division here at Bright Road? JOAN Yes. I have been working in geriatrics for almost 5 years. I am looking forward to working with you to allow our patients access to more resources that will help them with their medical care. One of my goals is to educate our patients about February 21, 2018 5 Health Care Marketing Navigate 2 Scenario: Patient Engagement the resources we have available and encourage them to take advantage of them. AMIT Yes, one of our concerns is how to we reach out to older patients. Student can choose any of the options to continue. STUDENT CHOICE 1 So, are you looking just to increase patient participation for PHRs in just the baby boomer or older generations? STUDENT CHOICE 2 Is the goal of this project to reach older patients and have them use Bright Road’s PHR system? STUDENT CHOICE 3 What is the primary goal that you want to accomplish with this project? AMIT RESPONSE Our goal is to reach out to all members of the community, but we've noticed that the baby boomers and older generations are not as likely to use this resource. JOAN RESPONSE I agree. We would like as many people as possible using the PHR system we have. I believe if we can better inform patients on what is available to them and more importantly, teach them how to use the system, we will see more participation. Many patients in this demographic are concerned about the security of their private information. Student must select each option to continue. STUDENT CHOICE 1 Can you tell me a little bit about your current PHR system? STUDENT CHOICE 2 What aspects of the current PHR system have not worked well? STUDENT CHOICE 3 What areas would you say need to be changed or improved upon with this new project? AMIT RESPONSE 1 Sure. Our current PHR system was put into place about two years ago. The initial kick off and participation was pretty good, especially with our Generation X and Y patients. This group is more likely to use the internet and feel comfortable with the online security of their information. Patients were able to enter their medical history and current health conditions. And, they could share their medication lists and emergency contact information. All of this information is stored on a secure server that we host. February 21, 2018 6 Health Care Marketing Navigate 2 Scenario: Patient Engagement AMIT RESPONSE 2 That's a great question. Joan would you like to respond to this first? JOAN RESPONSE 2 Why don't you start and I will chime in after you. AMIT RESPONSE 2 Okay, that sounds good. We had a good response initially when we launched the PHR. The patients who created profiles were from the demographic that we expected. But over time, these patients were not maintaining their profiles or keeping them up-to-date. Usage simply dropped off. We added health tips on a regular basis, but our feedback showed that they aren’t being read by our patients. JOAN RESPONSE 2 Yes, and we were hoping that we would have more participants from our older group of patients - those over 60 years of age. Because this is the group of patients that I primarily work with, I can see the benefit of them using the PHR system. AMIT RESPONSE 3 There are two main areas that we would like to see improved. First, we would like greater participation. Second, we'd like to initiate a campaign to help educate patients about how this service can help them, and how to use it to produce the best benefits for them. JOAN RESPONSE 3 I agree. And I would really like to see a way to get older patients actively involved in creating their PHRs and using them. This is a huge opportunity to help educate them about preventive care and alternative lifestyles that have an overall positive effect on their health. STUDENT CHOICE Do you have any figures on how individuals use the internet for health related topics? AMIT RESPONSE I do have some study results. I'll email them to you after our meeting. Student must select each option to continue. STUDENT CHOICE 1 Will Bright Road continue to host the server for the patients' PHR? STUDENT CHOICE 2 Are there any technical concerns for this project? STUDENT CHOICE 3 Do you want the user interface to change, or are you happy with what is being used currently? AMIT REPSONSE 1 Yes, at this time we plan to continue hosting the server with patient information. February 21, 2018 7 Health Care Marketing Navigate 2 Scenario: Patient Engagement AMIT REPSONSE 2 We don't have any technical concerns at this time. We're able to host large amounts of user traffic, but we would re-evaluate if needed. AMIT REPSONSE 3 We are not unhappy with the current user interface. So if you have any ideas on how to improve this and make it easier for patients, we're open to hearing your ideas. JOAN RESPONSE Yes, I’m interested to hear how you feel about it the first time you access it. AMIT RESPONSE I’ll send you the link so you can take a look and let us know what your thoughts are. Student may click either option to continue. STUDENT CHOICE 1 This gives me a great foundation to begin my plan for this project. I may have questions for you further along in the process. STUDENT CHOICE 2 This is great information! Can I contact you as I continue my research and planning? AMIT RESPONSE I’m glad it was helpful. You can definitely contact me any time. JOAN RESPONSE Same here. Scene 3: Reviewing Current PHR In this scene, the student will read 2 emails from Amit Patel that contain internet use statistics, and a link to Bright Road’s current PHR. The student will review specific portions of the site to see what pieces need improvement. This will be included in the student’s recommendation in the next scene. Location Scene setup On-screen characters Off-screen chaßracters Student’s Office Student is sitting at their desk. None None February 21, 2018 8 Health Care Marketing Navigate 2 Scenario: Patient Engagement Onscreen text: You have a couple of emails from Amit… EMAIL 1: It was nice talking to you today about our PHR improvement project. As promised, I am sending you some data from a recent study to help you understand how people are using the Internet for health related searches and information. If you have any questions for me, don't hesitate to ask. Amit Attachment Content Data from recent study: Category/Reason for Using the Internet Percent Individuals who have looked on behalf of someone else's medical problem Individuals who have searched doctors or other health professionals' ranking information Individuals who have found information online that affected their decisions on how to treat a condition or medical problem Individuals who have found information online that lead them to ask their doctor new questions Individuals who know someone who has beeen harmed by medical information on the Internet Individuals with high school education searching online for health/medical information Individuals with less than high school education searching online for health/ medical information Individuals who have looked for doctors or other health professionals Individuals who have looked online for information about depression, anxiety, or mental health isssues February 21, 2018 9 Health Care Marketing Navigate 2 Scenario: Patient Engagement EMAIL 2: I forgot to include this in my previous email – this is the link to our current PHR: https://www.brhcs.com/phr Take a look and let us know what you think. Amit Student clicks the link to open PHR webpage. Two onscreen text blocks are displayed - one after the other. Onscreen text: Things to consider for webpage: • Are patient benefits clearly stated? • Is information about security prominent? • Is there information about how to get started? When you have reviewed the landing page, open the form to review it. On – screen text: Things to consider for PHR Form: • Are fields clearly labeled? • Are there tool tips to describe fields? • Is there an option to print the form? When you have reviewed the form, close the window. PHR webpage. This is a static landing page for the Bright Road Personal Health Record. Bright Road's branding and menu links are at the top portion of the page. There's an advanced search box at the lower right portion of the webpage. There is also the following information about the Personal Health Record, with a PHR Form link, on the lower portion of the webpage: Personal Health Record You've probably seen your chart at your doctor's office. In fact, you may have charts at several doctors' offices. If you've been in the hospital, you have a chart there, too. To keep track of all this information, it's a good idea to keep your own records. Link: PHR Form (Click here) Clicking the link opens a blank PHR form, in PDF format, in a separate browser window. February 21, 2018 10 Health Care Marketing Navigate 2 Scenario: Patient Engagement Scene 4: Assessment If all previous scenes have been completed, a 10-question assessment is presented to the student. Answer the following 10 questions to show what you know about health care ethics for equipment purchasing. Good luck! The student answers the questions and then sees the assessment results. Assessment Results Here are your results. Click Continue if you are satisfied with the result. Or you can click Try Again if you want to try and improve your score. NOTE: The student can retry the assessment by clicking the Try Again button, or can continue to final scene by clicking the Continue button. Scene 5: Making Your Recommendation In this scene, the student will craft an email to Amit Patel and Joan Fairbanks, with a recommendation. The recommendation will include specific details on how to improve the overall functionality and utility of the current PHR system in place. Location Scene setup On-screen characters Off-screen characters Student’s Office Student is sitting at their desk. None None On-screen text: After gathering information from key team members and reviewing the PHR, it’s time to write your recommendation to Bright Road. On-screen text: Type your recommendation in the body of the email below. Keep it brief – your recommendation should be 150 – 300 words. Don’t forget, you can use the notes you’ve taken throughout your interviews. Be sure to back up your recommendation with the analysis of the information gained from the team members. Also, don’t forget to briefly outline the key factors to a marketing strategy: Technology, social factors, competition, and regulations. NOTE: The scene is a close up of the student’s computer screen with the email application open. On-screen instruction text: Type your recommendation in the body of the email below. February 21, 2018 11 Health Care Marketing Navigate 2 Scenario: Patient Engagement To: Amit Patel [amit@example.com]; Joan Fairbanks [joan@example.com] Subject: PHR Solution Recommendation Body of Email: [INSTRUCTION TEXT] Type your recommendation here. NOTE: The student will be given an option to “Send” the email after writing it. After the student submits the email, on screen text appears. On-screen text: Congratulations! Your recommendation has been sent! THE END February 21, 2018 12
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