AICEX: Utenti, Clienti, Pazienti … sono tutte Persone 🙂
Empowered consumers have increasing access to experiences that put them at the center of an ecosystem of connections and interactions that anticipate and evolve with them.
Guests of the W hotel can book a stay on the website, get notified by SMS when their room is ready, and walk into their room using the beacon in their phone to unlock the door. In healthcare, members and patients are already expecting a similar experience. The last few years have removed barriers to changing providers, and consumers are taking advantage. A recent study found, consumers are four-times as likely to choose a new provider if they find one that offers their “ideal experience”—and that ideal experience is bigger than the clinical elements. It includes supporting the patient through easy, engaging interactions, and a contextual understanding of the patient’s needs.
Digital health startups are racing to provide this experience. In 2015, they attracted $4.5 billion in venture funding, accounting for 7% of venture funding. Fitbit attracted attention in 2015 when it became one of the first consumer-focused health startups to IPO. Its devices turn users into a “quantified self.” Companies can connect this information with additional data sources and use big data tools to monitor wellness trends. While 2016 has been off to a rough start for the wearables maker, CEO of FitBit, James Park, feels two new products, the Blaze and the Alta, will put them back on the path of building shareholder value.
Overall, healthcare is still in the early stages of digital transformation. While there is much activity in the burgeoning digital healthcare start-up space, enterprises have been slow to adapt. Large payers and providers still lag behind in designing experiences that meet consumer expectations.
The patient experience offers an opportunity to take some of difficulty out of the often stressful experience of receiving healthcare. More importantly, it can help patients become more engaged with their health and help doctors become more engaged with their patients—supporting better outcomes, and helping patients lead happier lives. But what is it that customers are expecting in terms of experience? Here’s what our research shows:
1. “SUPPORT ME”
Personalization is of particular importance in health care, emphasizing the human dimension of the patient-provider relationship. Enterprise platforms like Adobe Experience Manager can deliver many of the capabilities required for large organizations, but connecting internal systems may be the real challenge. Organizations must demonstrate (across channels) that they know who the patient is, what they have done in the past, and what is happening to them now—and this is no easy task. Legacy systems and organizational barriers need to be examined and reimagined.
The goals are to:
- Provide the right information at the right time instead of generic content.
- Save the patient from repeatedly providing the same information again and again.
- Create omni-channels that never lose track of who the member is and what their needs are when they jump between on- and off-line.
2. “SUPPORT ME WITH (THE RIGHT LEVEL OF) INFORMATION”
In our always connected world, more and more patients want information as soon as it’s available, so systems and operations must be aligned to this imperative. But the type of information—clinical or administrative, routine or life-altering—should primarily drive the delivery. Context plays a key role. Messages to mobile devices may be received and viewed in a wide range of circumstances Overall, it’s important to:
- Match the level of detail to the channel, content, and experience.
- Provide the ability to drill down into more details or information on how to get them.
- Consider providing links to educational material to help patients decipher technical information.
Delivering the wrong level of detail to patients can drive high-cost interactions such as emailing a doctor, an unnecessary phone call, or worse.
3. “SUPPORT ME BY MAKING THINGS EASY”
Make it easy to engage. Ease-of-use has long been a driver of adoption and subsequent brand loyalty, regardless of industry. An easy transaction can make a big and lasting impression on customers—as can a difficult one. Get the basics done well. For routine care, it will encourage more frequent touch-points, and for patients with chronic conditions as it will allow them to focus on treatment. Patients want to easily communicate with their doctor, make appointments, refill prescriptions view test results, and discuss and pay their bill.
Providers also need to make it easy for patients to move from the digital world to the offline world and vice-versa. Health care is moving beyond the hospital and medical office. Consumers are expecting providers to connect the experience of an office visit with services they access on the move.
The clinical experience will remain the leading driver of satisfaction, but it’s important to mind additional drivers as well. All three of these customer experience factors have one major thing in common: they can all be addressed with a strong digital strategy. Providing customers and patients with a seamless digital experience across websites and devices, both in and out of the examine room, from the moment they book an appointment to the time they get a clean bill of health, will encourage adoption, word-of-mouth recommendations, fierce loyalty, and most importantly, improve lives during some of their most difficult times.
SOURCE: 3 Customer Experience Factors Affecting Healthcare and How to Improve Them