professor glen urban, mit hit symposium july 20, 2006
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Trust and Consumer Advocacy in Healthcare What Health Care Providers can Learn from Business Experience. Professor Glen Urban, MIT HIT Symposium July 20, 2006. AGENDA. Growth of Customer Power – Business Business Paradigm Shift Emerging -- Transition to Trust and Customer Advocacy - PowerPoint PPT PresentationTRANSCRIPT
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Trust and Consumer Advocacy in Healthcare
What Health Care Providers can Learn from Business Experience
Professor Glen Urban, MIT
HIT Symposium
July 20, 2006
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AGENDA
• Growth of Customer Power – Business • Business Paradigm Shift Emerging -- Transition
to Trust and Customer Advocacy• Tools for Customer Advocacy -- Business
– Advisor in Finance• Apply to Health Services?• Current Research –• Medicare Advocacy
– Advisor/Community/Learning– Morphing For Cognitive Style
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AUTOS
• Autobytel – Carpoint – Cars Direct
• 70% go to Web, now 6% Buy
• Price Lower -- $450
• Less Time Involved -- Higher Satisfaction -- More Control
• Less Effective Negotiators Gain Most
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OTHER INDUSTRIES
• Travel (Travelocity, Expedia, Orbitz)• Finance – BankRate.com, eTrade• Real Estate – 1% rebate• Retail multichannel, comparators• eBay – $25 billion ($5.0 billion USED
Cars)
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BUSINESS RESPONSE:STRATEGIC CHOICE – PUSH
OR PARTNER• PUSH
– 1950-2000 model– TV media– Promotion
• TRUST– Advocate– Honest/open/full info– Relationship
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Customer Advocacy
Relationship Marketing
TQM
Figure 1 – The Advocacy Pyramid
Customer Satisfaction
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ADVOCACY TOOLS
• MIT Research – GM, Intel, BT, Credit Unions, and Suruga Bank
• Experience with Trusted Advisors
• Finance – Fidelity’s Mortgage Advisor
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CUSTOMER POWER IN HEALTH
• Information
• New Players
• Direct to Consumer Advertising – Push
• Empowerment Examples
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EXAMPLE – MEDICARE PART D
• Enroll or pay penalty (1% per month)• 30 million over 65 make decision by May 15• Renew or change plans in Fall – 2.5 million• 2 Million new members each year• Complex Plans vary
– Price and coverage– Formulary – local drug store specific– Donuts, Quantity Limit, Steps, Prior Authorization, Moving
• $2,300 per year• 99% of Patients Confused – 94% of MDs • GAO says 1/3 faulty answers when call in• Goal: Build AdvocacySite and Morph
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CURRENT RESEARCH
• Morphing to fit cognitive style – “Give me the facts and I can do this”– “I am confused “
• “I need someone to trust “• “Help me make the right decision”
• Many Styles – Analytic/Holistic– Impulsive/Deliberative– Verbal/visual– Dominant/submissive
• Examples– 65 year old retired business man– 72 year old widow
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COMPARE TO 72 YEAR OLD WIDOW
• Advisor
• Community
• Learning
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Morphing Analysis
Click descriptor
Website
Bayesian update
Priors on distribution of decision styles
Updated user decision-style descriptor
On-line Optimization
Optimal morph for current user
Pgm: probability of purchase for individual in group g given morph m
7
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SUMMARY
• Customer Power Growing
• Time for Advocacy Strategy
• Trust and Advocacy Can Be Useful in Health Services
• Research Underway to Morph to Cognitive Style – Interested?