The healthcare industry business model has transformed in fundamental ways and is now driven by consumerization. Healthcare providers have started aligning organizational focus to the patient using digital transformation methodologies.
Healthcare organizations are looking at new ways to leverage technology to improve costumer engagement and experience. Digital transformation not just contributes to greater health outcomes for patients but also benefits the bottom line of healthcare providers.
The new healthcare customer is highly informed, engaged and involved. When a differentiated customer experience is provided to them it can lead to satisfied customers and this in turn results in creating more potential market share and revenue growth.
The connection between revenue growth and customer satisfaction is becoming increasingly clear. Failing to live up to the expectations of the customer has an impact on the bottom line of the healthcare providers.
Reputation, brand, revenue growth and market share are all at risk if the customer has a negative experience. In today’s digital world poor customer service and bad experiences can have a significant impact on the customer’s decision regarding where to obtain healthcare.
Attracting and retaining new customers is no longer restricted to hotels, banks and retailers. Healthcare providers also need to focus on the ability to attract and retain customers. Customer expectations have evolved over the years and only those providers that cater to this change will succeed.
Innovative Digital Transformation Initiatives
Patient Management Initiative
Define opportunities by enhancing patient access process, improving data integrity and reducing insurance denials. The data and observations need to be synthesized to form insights.
Customer focus can help in uncovering themes that are usually not obvious. The journey map to define the capabilities required for customer focus can be identified with thoughtful exploration.
Discover Needs of Customers
Digital tools can be used to satisfy the desire of customers for engagement. Most organizations do not know which tools to use.
Organizations need to clearly articulate goals by engaging with customers and observing their behaviour, challenges, needs and opportunities. A proper patient engagement strategy can help in determining the right tools that you need to use to transform customer experience.
It is important to understand what improves clinical effectiveness, drives customer loyalty, health outcomes and improves patient engagement. Involve customers to co-design solutions and develop concepts that can be tested on real users. Define the key operating model changes that are necessary to support the organization in the future.
Decide on Initiatives
When market competition is considered, it is important to have a strategic plan that caters to patient engagement. This is essential for achieving performance related results. A roadmap is required for delivering services and products. This can also help in prioritizing customer needs and preferences.
Enhance Customer Experience
The ongoing benefits need to be monitored to enhance customer experience. The initiatives need oversight. If customer expectations are not met, technology can help pinpoint the issues. This can help get the initiatives back on track.
Value and not volume is the guiding principle of the new healthcare system. The shifting focus has had a significant impact on how patients are cared and how healthcare providers are paid. This has led to increased patient choice with the focus on outcomes.
The new digital technology has created an innovative patient and provider contact mechanism. This unconventional communication channel has enabled on demand access to personal health data and scheduling.
Creating Value for a New Healthcare Customer
When it comes to creating value for customers, healthcare providers need to extend their focus beyond quality of care and price. They need to focus on engagement, convenience and other intangible factors like culture. Multiple strategies need to be designed to guide the digital transformation initiatives that are necessary to meet the customer demands.
Success in providing optimal patient experience is demonstrated through increased market share and enhanced brand value. The priority should be to engage with tomorrow’s patients. Customer engagement platforms create innovative ways to expand customer relationships.
When patients are the primary focus of healthcare providers they are most likely to report, better experience compared to other providers. In order to provide better support to customers, healthcare organizations have undergone phenomenal reorganization and transformation that has helped establish processes that facilitate changes by keeping the customer at the center.
Digital transformation should not be done without direction. Technology should not be used in haste to improve engagement. Customers want an experience that matches their expectations and preferences. It is important to define a vision and develop a strategy for digital transformation.