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Accelerating healthcare retail presents multiple challenges for healthcare systems as they move from a model of institutional care to one more closely aligned with patient expectations as mobile digital consumers . One of the most difficult changes may be adopting and adapting retail methods and mindsets to achieve the improved care and bottom line that consumer-focused patient experiences can deliver.
While the practices of retail consumers may seem unrelated to traditional clinical thinking, they are rapidly redefining what healthcare systems must do to fulfill their missions and remain competitive as healthcare providers. Retail and tech giants such as Walmart, Amazon, CVS, and Dollar General have long used technology to meet customer expectations for convenient, personalized, and multi-channel interactions and strive to grab a part of a $ 96.5 billion consumer healthcare opportunity. This includes the “digital gateway” to healthcare, which IDC defines as the overall experience that changes the way patients engage with their care.
In healthcare, providers and systems have a clear advantage because retailers lack the domain expertise that healthcare systems have. However, retailers are good at defining and meeting customer and patient expectations of what healthcare journeys should be like – just like the dozens of other digital experiences in their daily lives.
According to Health Research and Quality Agency, patient experiences encompass a range of interactions, including timely appointments, easy access to information, and good communication with providers. But one NTT DATA Services 2018 study found that these are exactly the areas where health systems are weak. Consumers overwhelmingly indicated that health systems and providers need to improve:
- Access my family’s medical records (80%)
- Change / appointment setting (79%)
- Access test results (76%)
- Pay my bill (75%)
- Fill a prescription (74%)
Additionally, a survey of nearly 2,000 consumers published by Harvard Business Review found that 62 percent of people think the health care system is intentionally confusing.
Despite this, healthcare systems may have an advantage because of their expertise in a highly regulated, confidentiality sensitive and infinitely complex industry. Combining this expertise with consumer-centric practices and partnerships with technology providers will be key to delivering successful consumer healthcare experiences.
There are three proven strategies that some of the largest and most well-known healthcare systems and providers in the United States follow:
- Collaboration is the key: Healthcare systems and other stakeholders need to partner with technology providers who can work as an extension of their team, guide them on best practices, respect their ownership of patient data, and innovate to create and deploy solutions. required. Providers who can also address other priorities such as clinician recruitment, retention and wellness add additional value.
- Better patient experiences accelerate recovery and revenue growth: Accent reports that healthcare systems delivering positive patient experiences can accelerate financial recovery and capture patients from competitors, potentially increasing annual revenues by 5-10% from pre-Covid levels, or $ 250-500 million dollars for a $ 5 billion organization.
- Listen and learn: Expectations of patient experiences are changing, but some things remain true. First, consumers want personalized experiences. Second, keep it simple. Third, make it fast without compromising on quality or service. For example, 74 percent of patients are more likely to use online chat or text messages to check in before an appointment. It is a handy fruit with a relatively high return on investment.
As hospitals and healthcare systems redefine and deliver consumer-centered care, those who understand the value of the patient experience will become leaders in the post-pandemic healthcare market.
Photo: blackCAT, Getty Images
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