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Customer360: Building the foundation for modern healthcare experiences

December 20, 2024
Business Affairs Health IT
Clay Ritchey
By Clay Ritchey

Today’s patients are empowered like never before, choosing how and where they receive care while expecting seamless, personalized experiences—just as they do in other industries like finance and hospitality—but today’s healthcare ecosystem has not evolved with expectations.

One of the most common complaints patients have about their experiences consuming healthcare is that they don’t feel “seen.” Whether it be the basic human element of eye contact during medical appointments or anticipating their needs and proactively driving toward the next best actions at every touchpoint across their increasingly virtual care journey — healthcare does not “see” its patients in their entirety.
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It isn’t that we don’t have the data to see them. Healthcare generates 30% of the world’s data, growing 35% annually. A typical hospital generates twice the amount of data each year of the entire Library of Congress. The challenge is that the data sits in silos across a complex ecosystem, and due to data fidelity and interoperability challenges, it isn’t leveraged. Missing and incomplete data coupled with the fact that systems of clinical record such as EHRs, systems of experience such as CRMs, and systems of insight such as cloud data platforms are not easily connected to share and consume aggregated patient and consumer data. All of this leads to a limited view at each touchpoint of a patient’s journey.

Acting on those limited views hurts the quality of care and hinders the transition to value-based care. It also inhibits healthcare’s ability to grow and respond to the changing attitudes and consumer preferences of patients. Reconnecting with patients and seeing them in their entirety will require healthcare to change its perception.

The balance shifts – patients as consumers
Healthcare routinely delivers breakthroughs and innovations in clinical care but falls behind in how it evolves to address patients’ changing preferences for how they consume and engage with their healthcare services, creating a disconnect between providers and patients. Patients have made it clear that they want their healthcare experience to be more like Delta Airlines, Amazon or Ritz Carlton — brands that have adopted a customer-first approach, and they aren’t afraid to switch. In fact, according to an Accenture study, younger patients are six times more likely to switch providers.

Without that personalized experience, patients place less emphasis on establishing a long-term relationship with a primary care provider (PCP) and more on convenience, accessibility and transparency. At the same time that long-term consumer relationships are eroding, healthcare organizations can no longer rely on traditional entry points for patients like PCPs where the younger generations are much less likely to even have a PCP. Additionally, traditional advertising methods such as corporate sponsorships, billboards or TV commercials are becoming less effective, as generational engagement trends shift. Shifting engagement trends demand more innovative and adaptive approaches to effectively connect with patients.

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