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[Music]
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you know when we talk about the future
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of health care that's a very daunting
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topic and we want to remove some of that
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daunting aspect to it and try to
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simplify it by taking one slice of it
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and say it really can be more simple if
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we take a very different perspective so
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what I want to do is offer that
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different perspective so many of you may
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be saying what is a WD WD partners we
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are a customer experience innovation
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firm
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I use the innovation work sorry but we
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can take you all the way through that
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journey mapping and research and
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insights on through to the strategy of
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what you do and how you do it and what
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your network looks like and then take it
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all the way through to the development
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execution architecture engineering and
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rollout of those concepts
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we're thinkers that do what we offer
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that's very different is that our
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clients are the best in breed retailers
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consumer goods companies food service
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companies that's our heritage that's
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where we've come from and we don't work
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with just the small players we're
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working with Target Home Depot Walmart
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IKEA
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you name it we are in there Starbucks
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we're rolling out thousands of Starbucks
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per year so we come at it with that kind
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of mentality that idea of how do we
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create experiences that people actually
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choose to have who they want to go see
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we know that there's a lot going on in
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the healthcare community today there are
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many dynamic forces that are forcing you
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to innovate and to think about what your
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patient experience is all about and
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there's also a lot of systemic change
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that's taking place in this market and
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when you look at some of what's going on
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a lot of it involves retailers retailers
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are at the center of many of these big
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deals CBS acquiring Aetna for 69 billion
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dollars you don't spend 69 billion
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dollars unless you're very serious about
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doing something radical and different
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Amazon is getting into the game there
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are many things that lead us to say this
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is just the beginning of dramatic change
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and part of that change is the
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retailer's ation of healthcare retailers
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are becoming healthcare providers make
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no mistake they are desperately seeking
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that growth
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and future that comes from health and
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wellness and they can bring both of
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those aspects together in many cases
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retail and healthcare are on a collision
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course you need to realize that retail
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and healthcare are on a collision course
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there are now over 3000 retail clinics
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in operation ten years ago there were
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only 351 CVS has 1,100 minute clinics
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they have ninety eight hundred stores
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Walmart has 19 Walmart care clinics in
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operation right now they have four
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thousand stores start doing the math
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start looking at that what happens if
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they just put a clinic in every one of
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their stores and that's just two players
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just two players in this market today a
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third of consumers have gone to a retail
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focused clinic that was only 15 percent
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just three years ago so this is
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dramatically changing and the way
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consumers are perceiving it is
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dramatically changing and in fact the
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consumers that over-index to these kinds
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of clinics are these folks households
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with children
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Hispanics millenials these are folks
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that are attracted to this model that
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are rejecting the models of the past and
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are now saying there's a better way I
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want to go to that new mousetrap that's
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being offered to me when you ask all
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Americans would you be willing to switch
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your primary care physician about half
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of them say yeah sure I'll switch when
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you look at who's most likely to say
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yeah I'll switch look at the
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demographics 18 to 44 70% 70% say yeah
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I'll switch you know why because it's
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inconvenient for me to go to that
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primary care physician today I'm willing
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to trade off a diploma on the wall for
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an experience as more convenient and
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better for me health care is also being
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offered in in a variety different ways
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in retail we already saw what has
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happened in the optical business a lot
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of that business has now moved to what
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people don't even see as being a health
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care facility anymore it is now
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LensCrafters
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or pearl vision and now you see at
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Costco getting serious about going into
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hearing aids in audiology so is Walmart
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cBS when you look at now in costco - you
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can get a 3d printed orthotic right
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there in the store so healthcare is a
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growth industry for retailers that's the
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way they're viewing it and they are very
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serious about taking advantage of that
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growth healthcare systems aren't sitting
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back and saying oh yeah sure go ahead
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and take all of our patients that's
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alright we're just gonna be ok with that
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no you're looking seriously just like
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the last presentation the one before
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that at seriously dialing into the
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patient experience what can we do to
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change how can we get more serious about
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that and you need to because the barrel
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Institute which was just featured says
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that 81 percent of consumers are
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unsatisfied with their healthcare
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experience you are vulnerable 75 percent
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your most loyal customers the people
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that are that are coming in for frequent
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healthcare visits are seventy five
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percent of them are dissatisfied with
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the healthcare experience but you keep
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doing the same things and until you
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change the way you do it until you take
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a different lens these are the kinds of
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things that are gonna happen
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we have to change in fact there's a term
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that I see at all these conferences
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consumerism if I use the term
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consumerism at a retail conference I
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would get laughed off the stage you're
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just discovering that people exist that
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have choices that can go someplace else
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they don't have to go where you are they
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can go anywhere else that's how far
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behind healthcare is that you are just
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waking up to this reality that this is
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even a term and it's true though people
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are choosing they're starting to shop
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shop for their healthcare and that is
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exactly what they're doing they have
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alternatives and they will choose the
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alternatives that suit them best and
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you're reacting you're starting to move
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away from the hospital centric model
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that big BMF monolithic hospital that
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defines your your the way you think in
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many ways in many ways and now it's
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starting to get closer to the consumer
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smaller more convenient and more
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affordable and that's exactly the
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direction that needs to happen when you
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ask people like yourselves what are you
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looking for
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how are you looking to do this the
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design priorities become convenient
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location consistent branding a soothing
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environment wayfinding it sounds a
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little bit like a retail chain those are
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exactly the kinds of things that
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retailers want to do so you are in fact
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looking for those kinds of retail
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principles urgent care and many of your
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operations are leading the way you're
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starting to apply those principles in
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that Urgent Care setting whether it's a
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specialty Urgent Care opera opportunity
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or whether it's offered by a healthcare
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system but that's that's part of the
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process that's starting to change and
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that can lead to and be a bellwether for
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a change that you have in your patient
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experience in those settings and be able
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to change the culture and be able to
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change the the success metrics when you
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look at it and how you serve those
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customers in those types of settings and
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we're seeing this happening in other
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parts of healthcare as well in dental
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you're starting to see chain operations
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like great expressions dental or
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heartland or Aspen Dental taking Chane
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types of approaches in purely retail
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settings one Medical is starting to
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expand market to market by offering
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primary care concierge services in much
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like a retail type setting they're
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starting to happen and this is truly
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going to continue make no mistake the
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line between healthcare and retail is
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blurring and it's not going to stop when
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you look at the future of healthcare
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according to McKinsey look at what
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they're saying a significant move away
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from in patient care we're seeing
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declines in inpatient care every day and
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a move toward outpatient lower cost less
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capital intensive care scale becoming
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increasingly important what a scale mean
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chains if you're not already part of a
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large system you probably will be
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someday because it's happening
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consolidation is occurring and with
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consolidation comes scale a shift to
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distributed care settings rising
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consumer expectations because the rest
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of life is also occurring it's not all
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about health care you have your dining
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experiences your shopping experiences
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consumers mounting demand for
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convenience this is where the future is
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this is reality
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and we've seen that before in retailing
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we've lived this movie already there
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used to be all these downtown department
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stores that define the landscape of
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retail these giant monolithic
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multi-departmental structures and we
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said if you want to go shopping you have
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to go here that's what we did and
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consumer said you know what it's a
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little more convenient for me to go five
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miles away from my house and so the
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market started moving away from those
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models and now we can take some lessons
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away from that we could say that we have
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been there in retail we understand what
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has been going on we will predict what
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kinds of things you need to understand
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as you move forward the first one is
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location you have to think like a
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retailer when you're looking at
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locations look at CVS which which used
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to be Justin strip Center locations now
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started to dominate corners they have
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9800 stores and each one is is carefully
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chosen not just for the access to where
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consumers are but also thinking about
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parking thinking about ingress thinking
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about egress thinking about all the
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aspects that make it convenient and easy
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to shop that store street presence being
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inviting drawing people in make them
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want to come in a lot of glazing a lot
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of areas where you're saying to
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customers beckoning them in with
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something that is attractive and
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interesting for them to look at as well
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as providing something for them to see
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at night or when they are off hours
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having signature exterior elements so
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that immediately you become recognizable
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to customers and and they don't have to
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just study your brand but there's some
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unique element that distinguishes you
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and that provides a touch point for that
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customer to know that that they're
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coming into your facilities being open
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and having hours that are accessible to
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consumers consumer hours not just our
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hours this industry has responded to it
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the fast food industry going late nights
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it's not convenient for them to do that
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but they have to do it to be competitive
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in tomorrow's landscape speaking about
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the landscape where are you on that
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landscape most healthcare systems are
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very much all the same
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you look the same you offer the same
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kinds of services how are you
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differentiating in the retail market
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there's a Nordstrom but there's also a
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Walmart you pick your position you craft
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it and you carefully make your
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experiences revolve around those market
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positions and those those brand
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strategies and that has to happen in the
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health care community as well and then
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once you've established that brand how
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do you carefully and and and very
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strongly communicate that brand
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consistently over and over again again
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branding is not necessarily the strong
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suit of the healthcare community but it
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needs to be and then the customer
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experience what do customers see what
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are the cues what are the ways that you
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communicate with them when they go
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through the the experience in your in
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your facilities the retail experience
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there's a lot of movement and that's
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what happens in an outpatient you can
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have the opportunity for movement for
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browsing for education engagement so
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many things that make retail fun and
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interesting you can bring even into your
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facilities versus the cues that we have
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in the medical community of sitting of
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waiting sterile cold intimidating
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frightening for customers not engaging
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this is what we have to break away from
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eliminate those cues from their from
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their model omni-channel I've heard a
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lot about technology but we have to
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bring technologies that's useful that is
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truly part of their process part of the
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overall experience that is endemic to
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the overall experience and that makes it
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easy and fruitful for the customer to
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engage in their facility and then
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building for scale Starbucks has twenty
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five thousand stores around the world
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we're doing about a thousand every year
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for them and yet they look very much
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alike every one of them is locally
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adapted there are templates there is a
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kit of parts there is a tearing strategy
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but you have to apply that tearing
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strategy with the brand in mind and
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knowing what needs to go where based on
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that community but also based on the
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brand but that kind of efficiency has to
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be there because they have to do a lot
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of stores but yet each one is very
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careful and very important to them as
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well so you have to balance that but
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being able to apply
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scale is going to become increasingly
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important in healthcare as we look to
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the future designing for the future is
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really a one plus one equals three what
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we see here is that we can't be all
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retail but we also can't be all medical
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we have to combine retail principles
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with what we do best in the medical
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community but most importantly we also
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have to think about a new model a new
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way of offering healthcare that does
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bring these things together and does
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bring these things to the forefront we
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also have to think about not all
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healthcare is the same there's been a
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lot of discussion and there's a there's
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a hospital centricity but yet hospitals
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really represent this high acuity
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situation which is certainly profitable
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for you but there's also a whole nother
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world that you offer which is much more
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low acuity and in many ways that is a
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very important aspect for you to not
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only have touches with the consumer I
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heard at a recent conference a person
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from Piedmont health that said that they
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track the interactions with their
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customer with their customers and they
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saw that 92 percent of the interactions
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that the system had with their customers
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were taking place outside of a hospital
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setting ninety-two percent that's a lot
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of touches and so that is traffic in the
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retail vernacular that's a relationship
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and that's also share building so that
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when the time comes when they need the
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high acuity situation you are their
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provider of choice but it's important to
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recognize that the high acuity decision
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processes are very different the neat
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states are different and the experiences
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should be different too we can view them
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in different ways to really look at how
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do we optimize that day to day everyday
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touch point with those customers how do
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we make that the best that it can be I
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implore you to shift your thinking move
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away from just this hospital centric
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mentality don't just take your low
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acuity settings and make and shrink down
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the hospital to those smaller boxes and
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don't just look at every project as a
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one-off project just like the last
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presentation how do we modularize how do
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we scale how do we think of this in
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repeatability because increasingly
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that's going to be important
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q for you as you move forward in your
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business and how do we get true consumer
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centricity how do we put the consumer at
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the center today the practitioners tend
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to rule the roost
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but until we make the consumer the
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driver that is going to be something
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that's going to be challenging for this
00:16:02
business competitively in this market
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how do we make consumers the center we
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have to create an ecosystem that makes
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the consumer the center it's experience
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led it is consumer focused and consumer
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controlled engaging those consumers
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incorporating the best elements of both
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medical and retail in combining a
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physical experience with a technology
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experience personalizing it for that
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customer because we have the information
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in the data to do that making it easy
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intuitive for them and having an element
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of lifestyle and a daily pattern not
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just when you need something not just
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when it's an emergency
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but how do we engage customers in a
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continuous basis wellness services
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health services that are part of
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everyday living that's when we can have
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a true experience that is an ecosystem
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for health and wellness for the consumer
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so going forth the market needs some new
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things new experiences holistic journeys
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for the consumer new models that are
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innovation not the same old stuff that's
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led to 81% dissatisfaction new models
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and then once we figure out what those
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new models are creating scale not just
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experimentation but a land grab because
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that is what's gonna happen how fast do
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you think that those retailers will be
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able to roll out healthcare solutions
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they have a lot of money they have a lot
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of clout and it's coming so you have to
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be able to react quickly as well so as
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we look to the future you may like or
00:17:36
not like Donald Rumsfeld but this is a
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great quote that he has there are known
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knowns there are some things we know it
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doesn't take a crystal ball to be able
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to see what's gonna happen in this
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industry you know this is coming it's
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happening the question is we have to
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stop talking about it this is a business
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that likes to talk
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at these conferences it's time to act
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it's time to do this it's time to start
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getting serious about deploying a
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different strategy when it comes to
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these low acuity settings thank you very
00:18:07
much really appreciate
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[Applause]
