Barley Chironda National Infection Control Specialist Clorox HealthCare Patient Engagement: Insights from Non-Healthcare Industry- My two cents
Disclaimer Disclosures: Employee of Clorox HealthCare and a volunteer with IPAC Canada in many roles as well as a volunteer with the C.diffFoundation. Views expressed are those of the presenter and do not reflect the organizations I belong. The funding source for this talk was made possible by funding from Clorox Healthcare.
1. What is Patient Engagement Agenda 2. Why does it matter so much now 3. Non Healthcare and Engagement How they get you to do things 4. Principles of Success 5. Look at Healthcare(IPAC) apply some of these principles 6. Q and A 3
The Perfect Storm ARO s/mdro s - Antibiotic Resistant Organisms / Multiple Drug Resistant Running out of Antibiotics Global Travel Aging Population All contributing to the increased occurrence of Healthcare Associated Infections (HAIs). Challenge of Disinfecting Poor Hand Hygiene
Missing Piece of the Puzzle
---Despite increasing attention to prevention, surprisingly little guidance or literature has addressed whether and how to inform patients and empower them to contribute to HAI prevention. ---Health Care workers should inform patients about HAI risk, prevention, and hospital policies to empower them to act as partners in creating a safer healthcare environment, motivated by respect for patient autonomy and promotion of patient welfare. Sharp, Daniel, et al. The Ethics of Empowering Patients as Partners in Healthcare-Associated Infection Prevention. Infection Control and Hospital Epidemiology, vol. 35, no. 3, 2014, pp. 307 309. JSTOR, JSTOR, www.jstor.org/stable/10.1086/675288
Defining Patient Engagement Patient engagement is the act of involving patients and their families as active partners in the planning, delivery, and evaluation of patient care Family or care givers that may never be at the facility Patient Patient Care Family or informal care givers at the facility Facility Staff 11
Means patients, families and health providers actively collaborating to improve Ontario s health system. This includes the many ways that health providers work with patients and families to understand their needs, and respond to them. Source http://www.hqontario.ca/engaging-patients/patient-engagement-tools-and-resources/resources-for-patients- Families-and-Caregivers
Engagement vs Experience
Source https://www.pinterest.ca/mcrhcc/macmillan-cancer-improvement-partnership/
NON HEALTHCARE
Frequency Illusions Engagement Thought Leaders Behavioral Marketing
Source https://www.columnfivemedia.com/work-items/infographic-the-new-rules-of-customer-engagement
So Key things for engagement 1. Delight your audience 2. Innovate Fast 3. Personalize services 4. Enhance Customer Experience 5. Grow Loyalty 6. Add value
DOING IT WRONG 19
USD$2.5Billion Losses: 1. Did not engage Canadian Customers. 2. High Cost, poor end user experience in Canada compared to US 3. Shut down in 2 years
Bankrupt and sold: 1. First to know about digital cameras even had patent. 2. Once dominant player. 3. Did not see and customer need
1. 2002 Blockbuster bought by Viacom for $8.4 BILLION. Steady cash flow from late fees. 2. Netflix tried to sell to BlockBuster. 3. 2010 the company was worth just $24 million with $1.1 billion in revenue losses.
So Key things for engagement 1. Delight your audience 2. Innovate Fast 3. Personalize services 4. Enhance Customer Experience 5. Grow Loyalty 6. Add value
DOING IT RIGHT 24
1. Play and experiment and learn--virtual Artist 2. Wide Range of Options 3. No Pressure Environment 4. Various ways to reach Sephora 24/7
IKEA
HEALTHCARE APPLICATIONS
Innovation in Healthcare
Patient and Family
Example of a Care Contract 1 For Health Care Professionals I pledge to: Treat my patients as I would want to be treated Listen to my patient and family members concerns and answer all of their questions Engage patients in their care to the extent that they like Ensure that patients understand their treatment to the best of their availability For Patients I pledge to: Communicate my questions and concerns to dialysis staff Be an active participant in my hemodialysis treatment Arrive or reschedule dialysis appointments on time Patient and Family 33
Engage the USER
Right Reasons For Patient Engagement 1. Ensuring that each patient is as involved as they want in their own care, 2. Reducing patient risks of infection or injury due to medical errors or safety issues 3. Helping patients make health decisions that are right for them 4. Providing patients with important self-care skill
Wrong Reasons For Patient Engagement Off-loading work usually done by clinicians to patients via a patient portal Engaging is shared decision-making to coach the patient away from costly service requests Putting a patient or two on an advisory committee as window dressingwant
Background
Barriers to Engaging Patients and Their Families Variability Time Ownership Each patient is different. Engaging patients takes time. It is unclear whose responsibility it is to engage patients. Patient and Family 40
APPLYING THIS TO IPAC USING CDIFF AS AN EXAMPLE
Cdiff Challenges in Inpatient Asymptomatic Carriers Fake Hand Hygiene Rates Varying Isolation Compliance Differing Cleaning Practice Poor Education All this adds anxiety to the patients and visitors and staff 1. Hebden, J. N., & Murphy, C. (2013). Minimizing ambiguity to promote the translation of evidence-based practice guidelines to reduce health care-associated infections. AJIC: American Journal of Infection Control, 41(1), 75-76. doi:10.1016/j.ajic.2012.09.002
Exploring the Patient Experience with Recurrent Clostridium difficile infection in Ontario, Canada N=9 Patients how contagious is it? How do I clean for it Is my family at risk How come I was not isolated elsewhere Hota et al CJIC 44
Is this convincing?? Infection Prevention starts with you You expect to get better 1 in 25 get infections 75,000 people die of preventable infections each year Everyone plays a role
In a UK study, all participating patients asked nurses whether they washed their hands, yet only 35% asked physicians McGuckin M, Waterman R, Storr IJ, et al. Evaluation of a patient-empowering hand hygiene programme in the UK. J Hosp Infect 2001;48(3):222 227
What happens if Patients Know 93% of patients said that knowing infection rates would influence their Hospital Selection McGuckin M, Waterman R, Shubin A. Consumer attitudes about health care acquired infections and hand hygiene. Am JMed Qual 2006;21(5):342 346.election of a doctor or hospital.
Step 5 Involve and communicate with patients Step 6 Learn and share safety lessons
LESSONS FROM EBOLA
Lessons on Engagement from Ebola Coordinated efforts should take place to ensure that international and local rules, laws and norms are respected The collaboration between all stakeholders is crucial for continued long term partnership to address EVD outbreak and no one stakeholder should be left behind
LAST 2 EXAMPLES
Conclusions Patients can be excellent partners in IPAC Lessons abundant from other industries Engage resources that are becoming well adopted. Volunteer in patient organizations to offer your expertise
Thank You
1. Customer service is improving and expected 2. Value and experience continue to trump price 3. Personalization creates a better customer experience 4. Robots are improving and are coming everywhere 5. Problems are solved and suggestions made for you 6. Convenience wins the day Fast and Immediate