In an industry propelled by data and technology, and with increasing competition and patient expectations, healthcare providers need to transform how they deliver healthcare experiences. The imperative for transformative change in the healthcare industry lies in enhancing humanization and elevating the customer experience to create a win-win situation for patients and healthcare providers.
Unlocking the Power of Data
Data plays an indispensable role in healthcare. Almost one-third of the world’s data originates from this sector. However, 80% of this data is deemed useless due to its unstructured nature and disjointed systems. Furthermore, the excessive data regularity in the industry can impede the ability to actually leverage the data for personalized experiences. This data predicament gives rise to inefficiencies, errors, and poor decision-making. Thus, it’s important to harness the power of data and find innovative solutions that make it accessible and actionable to unlock valuable insights and drive improvements in healthcare.
Humanization: Putting Patients First
The second important aspect of transforming the patient’s experience is enhancing humanization. Healthcare is an industry often associated with stress and negative experiences. From cumbersome paperwork to disconnected systems, patients face numerous frustrations throughout their healthcare journey. Healthcare providers need to streamline processes, reduce administrative burdens, and leverage technology in a way that can create a more compassionate and patient-centric approach.
Embracing an Ecosystem-Based Approach
To truly revolutionize healthcare, healthcare providers must shift from a systems-based approach to an ecosystem-based one. This means placing the patient at the center of care delivery and fostering collaboration among healthcare providers, technology companies, and other stakeholders. Currently, patients’ information is scattered across various systems, resulting in a fragmented view of their health. By breaking down data silos and promoting data sharing, healthcare providers can deliver personalized experiences, and ensure continuity of care throughout a patient’s healthcare journey.
Integrating Personalization in Healthcare
There are two key areas where personalization can be applied effectively in healthcare: patient acquisition and brand loyalty.
Patient acquisition is the initial step in building a successful patient experience. To attract potential patients, healthcare providers must recognize and deliver based on the unique preferences of each target audience. Building brand loyalty is equally crucial. In many cases, loyalty lies not with the healthcare organization itself but with the individual doctors or clinicians. To address this, healthcare providers should focus on establishing their brand as one that consistently delivers a personalized experience.
A Step-by-Step Approach
There are some practical steps for implementing personalization in healthcare. It’s essential to take a step-by-step approach, gradually integrating personalization throughout the patient’s journey. Here’s a suggested progression:
- Start with a digital-first approach: Utilize existing digital platforms and channels to create targeted audiences and initiate patient engagement.
- Leverage multiple channels: Expand beyond digital platforms and embrace an omnichannel strategy to reach patients through various touchpoints.
- Build a patient portal: Develop a patient portal where you can create records for each patient and gather data on their preferences.
- Incorporate AI: Once sufficient patient data has been gained, leverage artificial intelligence (AI) to further enhance personalization. However, finding the right balance is crucial to avoid crossing the line into being “intrusive”.
- Tailor experiences beyond treatments: Recognize that patient experience extends beyond medical procedures. Consider offering a comprehensive package encompassing amenities and services to enhance the overall journey.
Personalization is the key to enhancing patient experience in healthcare. By integrating patient preferences with their medical data, healthcare providers can deliver tailored experiences beyond clinical treatments. This level of personalization extends to patient acquisition and building brand loyalty, providing a connected and seamless healthcare journey for patients.
The Ultimate Win-Win: Driving Patient Acquisition and Loyalty through Smart Digital Investments from Horizontal Marketing on Vimeo.
