In healthcare, the patient experience is everything. When patients visit the hospital or a doctor’s office, they now expect the same smart, user-friendly experience they get from the most innovative retail brands. To serve these digital natives, healthcare providers and payers must now elevate patient engagement to retain loyalty, improve outcomes, and reduce costs. Industry leaders recognize that today’s patients have more healthcare choices than ever. In the United States, for example, the Affordable Care Act and the proliferation of multiple-option corporate plans give many patients a yearly opportunity to ask themselves: “How well is my current plan really serving me?”
The battle for customer retention and acquisition has intensified, and healthcare companies are ready to invest in promising solutions. The patient engagement solutions market is projected to grow at a compound annual growth rate (CAGR) of 17.7%. So, how do we enhance patient and member experiences across the healthcare continuum? Technology is part of the answer but not the entire answer. Instead, healthcare companies need to step back and examine emerging technologies such as telehealth, artificial intelligence for personalized care, and blockchain for secure health data management as part of a clear strategic vision. This holistic approach must consider people, processes, technology, and engineering patient journeys that extend from initial interaction to treatment to re-enrollment.
Patient Engagement for Operational Excellence and Quality Care
Patient engagement isn’t just about making patients happy; it's a strategic move that impacts operational and financial outcomes. Better patient experiences can increase patient retention, reduce readmission rates, and lower care costs. For example, if patients adhere to their treatment plans and follow-up care, they’re less likely to require emergency care, which is often more expensive. This shift towards patient engagement is not just about improving care, it's about securing a more sustainable financial future for healthcare organizations.
Maximizing patient engagement requires a collaborative approach. It’s not just the responsibility of the doctors and nurses but the entire healthcare organization. By fostering a culture of collaboration, healthcare organizations can help every team member align to promote patient engagement. This is not a task for a few, but a mission for all.
To kickstart the process, healthcare organizations can benefit from collaborative exploration workshops. These workshops bring together stakeholders from different departments to identify high-level solution concepts and develop a unified approach. Additionally, conducting technology and operational assessments can provide insights into what’s working and what’s not, guiding the development of a patient experience roadmap.
Improving patient engagement has a ripple effect on crucial healthcare metrics. Better patient experiences can lead to higher CMS (Centers for Medicare & Medicaid Services) Star Ratings, HCAHPS (Hospital Consumer Assessment of Healthcare Providers and Systems) scores, and Net Promoter Scores. These metrics reflect patient satisfaction, clinical outcomes, and financial performance. By focusing on the patient journey, healthcare organizations can positively impact these metrics and demonstrate their commitment to quality care.
Learning from Other Industries and Avoiding Complacency
Hospitals and healthcare providers are increasingly looking outside their industry for inspiration. They’re not just concerned with what other hospitals are doing; they’re keen on how customer-centric sectors like travel and hospitality are improving their user experiences. Think about the seamless service you get from a top-tier hotel or the personalized attention from a high-end retailer. These industries have set a high bar for customer service, and healthcare is taking notes.
One of the biggest challenges in healthcare is avoiding the trap of complacency. We’ve all experienced businesses that start strong but gradually fall back into bad habits. Just like a car needs regular oil changes to avoid a costly breakdown, healthcare providers must continuously refresh and update their processes to keep patient care running smoothly. This means staying updated with new technologies, refining communication strategies, and regularly training staff to maintain high standards.
Strategies for Enhancing Patient Engagement
Imagine the healthcare journey as a story. From the moment a patient considers a healthcare service to their follow-up care, every touchpoint shapes their experience. This journey is a loop where patients switch roles from consumers to patients to health plan members and back again. By mapping it out, we can identify critical stages, pinpoint pain points, and develop a roadmap to upgrade the overall experience.
1) Journey Mapping: Visualizing Critical Stages
Journey mapping is a powerful tool for visualizing the patient experience. It allows healthcare organizations to see the journey through the eyes of the patient, highlighting crucial stages such as appointment scheduling, in-office visits, treatments, follow-ups, and transitions back to everyday life. By mapping these stages, we can identify where things go awry and where there are opportunities for a better experience.
2) Identifying Pain Points
Every journey has its hurdles. In healthcare, these can range from long wait times and confusing instructions to limited access to telehealth services and poor communication. Identifying these pain points is the primary step in raising patient engagement. Once we know where the issues lie, we can develop targeted strategies to address them.
3) Developing a Patient Experience Roadmap
Creating a patient experience roadmap involves more than just identifying pain points. It requires a comprehensive plan that outlines specific initiatives to tackle first. This roadmap should include 'quick wins ', which are small, achievable changes that can be implemented in a short time frame to demonstrate progress, and 'long-term opportunities for improvement ', which are larger, more complex changes that may take longer to implement but can have a significant impact on patient engagement. For example, reducing appointment wait times might be a quick win, while developing a telehealth platform might be a longer-term goal.
4) Technology Integration and Adoption
Technology is instrumental in modern healthcare but is not a standalone solution. To integrate technology effectively, healthcare organizations must first understand their current processes and identify what needs adjustment. From there, they can leverage technology to streamline operations, strengthen communication, and ease patient access to services.
Telehealth has revolutionized patient care, especially in a post-pandemic world, and will be a necessary component of any evolved care journey. Telehealth offers convenience and accessibility, allowing patients to receive care without leaving their homes. By expanding telehealth services, healthcare providers can reach more patients, reduce no-show rates, and raise overall satisfaction. However, it’s essential to guarantee that telehealth platforms are user-friendly and accessible to all patients, regardless of their tech savvy.
Electronic Health Records (EHR) systems will also be critical for managing patient information, but they can be cumbersome if not implemented correctly. Simplifying EHR interfaces and ensuring seamless system integration can boost the patient experience. For instance, patients should be able to easily access their health records, schedule appointments, and communicate with their providers through a single platform.
Improving patient and member engagement in healthcare is a multifaceted challenge requiring a comprehensive approach. By staying ahead of the curve and continuously seeking ways to improve, healthcare organizations can ensure they provide the best possible care and earn the loyalty and trust of their patients.
