Healthcare providers are faced with the perfect storm of challenges. Regulatory upheaval, clinical advancement, and rising costs provide just a few of the market forces which conspire to disrupt management in their quest for patient care excellence and bottom line performance. Compounding these circumstances, health systems must contend 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 can be converted into opportunities for growing market share and creating memorable patient experiences, all while reducing the cost of customer acquisition and service delivery.
The power of experience and peer referral in healthcare has been measured at 2-4X that of other consumer industries. In spite of this, the healthcare industry has historically invested very little in experience 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 switch health providers for a better experience or simply for the ability to electronically access their medical record. This reality has enormous implications for an industry which comprises nearly 1/6th of the entire US economy. The resulting math suggests that hundreds of billions of dollars is in play for healthcare providers who effectively leverage technology to streamline service access and improve care experience.
Long understood in other consumer markets, progressive healthcare providers increasingly recognize that the only way to affordably create extensible, high-quality delivery capabilities is to digitally-enable customer interaction frameworks. Fortunately, there is a solution model from consumer markets which addresses this need: the combination of data management, process management, rules management, and mobile apps provides the building blocks required to consistently deliver exceptional experiences. In consumer markets, this is known as journey management; in healthcare, it is often called patient pathways. In both cases, the methods are the same, as are the outcomes.
The Building Blocks of Healthcare IT
Double clicking on each of the building blocks, common IT patterns become apparent.
•Customer relationship management (CRM) platforms serve as the data foundation for healthcare marketers to understand their customer base, target specific audiences, measure market opportunity, calculate conversion effectiveness and ultimately, drive return on investment for scarce marketing dollars. Beyond the traditional roles of CRM systems, Customer Evolution believes in utilizing these platforms to serve as the underpinning for all customer interactions spanning web, mobile, email, contact center, and more.