The healthcare industry is looking for ways to catch up as the world becomes increasingly digital. Specifically, healthcare organizations are beginning to see the merits of adopting digital technology solutions to drive a customer-first mindset. The use of digital technology can improve patient outcomes, enhance patient engagement, and increase patient satisfaction, among other benefits.
A successful digital health plan strategy or digital transformation must prioritize member engagement and provider experience. Patients increasingly expect a seamless digital experience that is convenient and accessible. This includes streamlining the process through the channel, device, and touchpoint most available to them. Enterprises must find ways to move from multichannel to multi-experience (MX) solutions by leveraging a combination of digital touchpoints, mobile applications, portals, and devices. Healthcare organizations must onboard well-developed digital solutions to meet customers' demands and get ahead of the curve with more immersive and tailor-made experiences.
Of course, the primary goal of a customer-first mindset is to improve patients' results from engaging in a health plan. Digital technology is one of the fastest-growing means of improving patient outcomes. Healthcare providers can leverage digital transformation through digital tools such as telemedicine and remote patient monitoring (RPM). Telemedicine can improve access to care through remote consultations and diagnoses, easing the burden on patients living in remote areas or those with mobility issues. RPM can monitor patients’ vital signs, medication regularity, and other health indicators. Healthcare providers can use information collected from RPM to identify potential health problems and intervene before they worsen.
Digital technology and digital tools can also make for a more efficient patient experience, reducing waiting times, making appointment scheduling more efficient, and reducing administrative complexities that delay care at both the level of the provider and the insurance payer. Tools like electronic health records (EHR) allow providers to easily access patient information and share their analyses or diagnoses, improving care coordination. Artificial intelligence (AI) and machine learning can be used to analyze large amounts of patient data and identify patterns or risks, which can help doctors make more informed decisions about treatment plans, reducing the margin for error. Digital tools streamline the patient experience allowing them to get the care they need when needed, with fewer hoops to jump through.
Well-designed digital technology solutions can enhance patient engagement, a key component of a customer-first mindset. Patients are increasingly interested in being involved in the details of their healthcare, and digital technology can help them engage more directly and immediately. Digital tools such as mobile applications and online portals allow patients to access medical records, schedule appointments, and communicate with their healthcare providers. Digital technology solutions are also more available to patients who can access health information like test results and medication prescriptions anytime. Improving the mechanisms for patient engagement can leadto better health outcomes and enhanced levels of patient satisfaction.
Improving patient engagement has a variety of other benefits as well. Patients feel more empowered and in control of their health outcomes when they have access to their medical files and information. Digital tools provide better communication between patients and providers, removing barriers to care and diagnostic information that might cause patients stress or confusion. Accessible digital tools also help patients self-manage their treatment plans and better understand their bodies. Wearables and other devices that track health indicators are great for giving patients the means of engaging with and making decisions about their health outcomes. These devices can follow various health markers, including exercise, diet, medication adherence, and vitals, and share them with the relevant providers. Healthcare organizations seeking to align with a customer-first mindset must prioritize putting some aspects of care back into patients’ hands to keep them engaged and empowered in their health outcomes.
If patients are engaged and see better results from their health plans, they will inevitably be more satisfied with their healthcare. Digital tools help providers and payers collect data and analyze patient satisfaction to improve products and services. Digital tools such as patient satisfaction surveys can be used to gather feedback from patients about their healthcare experiences. Healthcare providers can use this feedback to improve services and address patient concerns. Leveraging digital tools can help them better register patient satisfaction and improve patient loyalty through tailored solutions.
Developing a product and technology roadmap for digital transformation requires the establishment of several direct and indirect key performance indicators (KPIs). Direct KPIs might include the rate of communication, engagement frequency, percentage of member population engaged in each channel, rate of action performed by members, and cost of communication per channel. Indirect measure encompasses member retention rate, medication adherence, reduced out-of-network claims, decreased contact requests, and PHM churn rate.
Digital tools are only successful if they provide tangible, positive outcomes for users. It is essential for healthcare organizations to understand customer personas, be it for members or providers, to build a digital experience that addresses all existing pain points effectively. A hyper-personalization can do this by looking at ways to improve customer service from the customer's perspective. Organizations must have a clear and detailed understanding of their target audience to achieve desired health outcomes for patients, increase profitability, and see better ROI.
Personas help identify potential expectations from a health plan based on specific demographics. The following are some examples of personas with corresponding digital experiences:
Integrated omnichannel strategies are designed to prioritize customer service and provide an effortless experience by offering a wide range of options and opportunities for engagement. By understanding the various stages of the member and patient journey, businesses can enhance their omnichannel approach and create personalized experiences that meet each customer's unique needs and preferences.
Omnichannel strategies offer customers a unified experience across all touchpoints, on and offline. Developing and implementing a digital transformation that provides an intuitive and user-friendly experience requires a deep understanding of the customer's preferences and behaviors. It also necessitates leveraging data and analytics to deliver a seamless platform experience. By providing a range of channels for engagement and communication, including email, digital portals, mobile applications, and chatbots, businesses can create a member experience that is available when and where they need it to be.
Digital platforms are one of the most important digital tools healthcare organizations can implement to drive a customer-first mindset. They enable businesses to manage end-to-end member or patient journeys across all channels, including call centers, websites, mobile, social media, chats, and emails. Creating a seamless member experience requires aligning the goals and efforts of various administrative and technical teams.
A comprehensive digital platform provides easy access to health data, payment records, EHR, and more. This requires a thoughtful approach that includes a headless content management system, data-driven targeting, independent device self-service, member self-service, 360-degree member campaigns, a 360-degree member desktop for Corporate Social Responsibility (CSR), and a comprehensive identity platform, among other critical features. By designing a digital platform strategy that prioritizes the customer experience, businesses can build stronger relationships, foster loyalty, and ultimately drive growth.
The ultimate goal of a customer-first mindset is to create seamless member experiences that improve patient outcomes and satisfaction. Healthcare organizations implementing the relevant digital tools to achieve these goals will see better ROI and retain patients for extended periods. Patients will benefit more from a healthcare system focused on preventive care and overall wellness. By removing complexities and waste from the entire member experience, patients will understand their treatment plans better, have more accessible communication channels with providers and payers, and feel more knowledgeable about their health indicators and goals. Overall, a customer-first mindset shifts the focus on the healthcare sector from profits and ROI to making a difference in patients' lives, providing them with high-quality care.
