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Healthcare providers are leveraging digital technologies to improve patient experiences but must recognize that patients are consumers. As digitization progresses, providers must consider that delivering exceptional consumer experiences requires more than technology.
Fremont, CA: Health systems increasingly prioritize improving the consumer experience and leveraging digital technologies to enhance it. As consumers' expectations of healthcare services rise, providers are watching with concern as new entrants, such as retailers, technology startups, and pharmacies, step up to serve the increasingly demanding consumer. According to a recent survey by Deloitte-Scottsdale Institute, 92% of health systems identified consumer satisfaction and engagement as a top priority for their investments. To enhance patients' experiences during their healthcare journey, care providers now offer digital services accessible via mobile devices. These services include locating doctors, renewing prescriptions, supporting telehealth visits, accessing test results, scheduling appointments, and paying deductibles. These offerings are part of the healthcare industry's "digital front door" approach, which aims to improve patients' experiences at every touchpoint. To improve the patient experience, healthcare providers should consider the following five principles:
Patients are customers.
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Patients and consumers are often seen as loosely related in healthcare, with providers often focusing on technical aspects and denigrating consumer aspects. Providers will be held accountable for health-related decisions as value-based care moves towards reimbursement tied to outcomes and patient satisfaction. Poor medical care and consumer experience impact performance, leading to patients seeking alternative care or being dissatisfied with healthcare providers.
More than Technology Influences the Consumer Experience
Health systems must address consumer expectations for digital capabilities, ensuring appointments, consultations, and informed decisions. A superb consumer experience requires thoughtful analysis, technology application, process change, culture change, and accountability.
The Variety of Consumer/Patient-Centric Processes Is Extensive
Digital tools are primarily used to enhance the patient/consumer experience, but the consumer/patient experience encompasses interactions with various care venues. Advances in sensors, mobile devices, and telehealth technologies extend care beyond traditional facilities, enabling remote physician coverage and addressing challenges in home care.
Technological advancements create opportunities to provide exceptional experiences.
Healthcare will leverage technology to personalize care and interactions, leveraging data from electronic health records, social determinants, and patient-reported outcomes. AI-based process automation will improve clinical and administrative processes. Wearable technologies, such as sensors and artificial intelligence, will be utilized to manage various health conditions.
Take Care to Understand the Meaning of Terms in Strategy Discussions
The terms "patient" and "consumer" are crucial in the experience discussion, but their traditional meanings can blind the strategy discussion. Care providers should use "health journey" instead of "digital front door." Using electronic processes as equivalents can hinder organizations' ability to understand digital technologies and the complexity of the patient/consumer experience.
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