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 health
care 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 health care.
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.
Solutions
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 New Health Care
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.
Learn more about Digital Transformation https://www.amazon.com/Digital-Transformation-Playbook-Business-Publishing/dp/0231175442/ref=sr_1_1?ie=UTF8&qid=1487871012&sr=8-1&keywords=digital+transformation
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