Healthcare providers are faced with the right storm of challenges. Regulatory catastrophe, clinical advancement, and rising costs give just a couple of the economic process which collude to disrupt management in their go after patient care excellence and bottom-line performance. Compounding these circumstances, health systems must deal with increased competition from both traditional and emerging providers, while simultaneously grappling with dramatic changes in technology capabilities and consumer expectations. Managed effectively, these challenges are often converted into opportunities for growing market share and creating memorable patient experiences, all while reducing the value of customer acquisition and repair delivery.
The power of experience and peer touchstone in healthcare has been measured at 2-4X that of other consumer industries. In spite of this, the healthcare industry has historically invested little or no inexperience and referral, believing that patients will remain loyal to “the better doctor,” whatever that term means. In fact, recent studies suggest that patients are willing to modify health providers for a far better experience or just for the power to electronically access their medical records. This reality has enormous implications for an industry that comprises nearly 1/6th of the whole US economy. The resulting math suggests that many billions of dollars are life for healthcare providers who effectively leverage technology to streamline service access and improve the care experience.
Long understood in other consumer markets, progressive healthcare providers increasingly recognize that the sole thanks to affordably create extensible, high-quality delivery capabilities is to digitally-enable customer interaction frameworks. Fortunately, there's an answer model from consumer markets which addresses this need: the mixture of knowledge management, process management, rules management, and mobile apps provides the building blocks required to consistently deliver exceptional experiences. In consumer markets, this is often referred to as journey management; in healthcare, it's often called patient pathways. In both cases, the methods are equivalent, as are the outcomes.
The Building Blocks of Healthcare IT
Double-clicking on each of the building blocks, common IT patterns become possible.
• Customer relationship management (CRM) platforms function the info foundation for healthcare marketers to know their customer base, target specific audiences, measure market opportunity, calculate conversion effectiveness and ultimately, drive return on investment for scarce marketing dollars. Beyond the normal roles of CRM systems, Customer Evolution believes in utilizing these platforms to function the underpinning for all customer interactions spanning web, mobile, email, contact center, and more.