November 2, 2016
Prompt and personalized healthcare access is a key differentiator for today’s consumer. How do you provide it?
Two Domains of Healthcare Time
We previously explored the dimensions of patient-centered care. For consumers, there are also multiple facets to prompt—or time-compressed—healthcare:
- Time to access information: Our lives are more time-compressed today than ever before. As consumers, we expect business services to reflect that reality. In healthcare, that means online information needs to follow consumer-directed best practices. First, make unique information easy to find with as few clicks as possible, by using search-engine-optimized content and dynamic landing pages. Second, capture information about consumer behavior on your website using a CRM database, so you can better meet patient needs and increase conversion rates.
- Time to receive service: Historically, finding a doctor has been a time-consuming process of word-of-mouth, hit-or-miss network searches, and long appointment delays. Consumers now demand that you accelerate the transition from finding an appropriate doctor to making an appointment. You can accomplish this with interactive content via EMR booking technology, integrated mobile apps, and high-volume physician search sites like healthgrades.com. In addition, you can streamline the encounter process ahead of time with web-based registration forms, mobile wayfinding, and advance co-payment. Following the appointment, consider online prescription renewal and follow-up visit reminders.
Two Components of Personalization
Consumers are much more likely to respond to information specifically targeted toward their interests. In fact, response and closure rates can be anywhere from 10% to 500% higher. How do you effectively personalize healthcare content?
- Depth of knowledge: The more you know about individual consumers, the more effectively you can personalize content for them. Beyond information about their demographics and circumstances, you can now use a CRM database to capture all consumer touchpoints—mobile, web portals, call centers, clinics, and inpatient admissions. This rich data tapestry allows you to personalize healthcare to a much greater degree and strengthen patient relationships.
- Breadth of application: The more channels and scenarios you can provide personalization for, the greater your reach. That means personalizing content across mobile, web, email, text, print, and in-person touchpoints. It also means personalizing, for example, the experiences of finding a doctor, scheduling an appointment, and referring a friend.
By combining these two components, you can develop a “bingo card” road map for customer journey management. Healthgrades client Providence St. Joseph Medical Center leveraged this strategy to reach mammography patients based on their age and behavior. By doing so, it realized a 31% increase in screening probability for non-compliant patients.
Prompt and personalized healthcare puts the consumer at the center of everything you do, sharing you understand the need for a tailored, simplified and timely care process.