Patients expect healthcare systems to deliver a more cohesive patient experience from awareness to care in an on-demand environment. They want healthcare systems to possess the kind of seamless service across channels that they get from the best retailers. But how can healthcare systems succeed in this era of patient engagement? These key points were addressed during a webinar SIM Partners hosted along with guest Forrester delivered on December 15.
The webinar, “Winning in Patient Engagement” was hosted by Amanda Bury, Managing Director, Healthcare of SIM Partners, and also featured Kate McCarthy, Senior Analyst Serving CIOs, Forrester. Amanda and Kate discussed ways that healthcare systems can deliver better patient engagement in an increasingly omnichannel, on-demand world. Amanda addressed a number of key points, including:
Patients Want Connected Experiences. Patients expect healthcare systems to travel across devices and channels with them. They want accurate and complete information about physicians and essential data such as hours of operation whether they’re visiting a healthcare system’s website, researching a ratings/reviews site, or calling a physician’s office.
Patients Want a Great Experience from Awareness to Care. Savvy healthcare systems are realizing that being responsive to the digital patient means going beyond awareness and conversion. They’re applying the omnichannel experience in other areas of the experience lifecycle.
Patients Want On-Demand Care. As patients seek care on their own terms, healthcare systems are moving care closer to patients. For instance, healthcare systems are setting up health and wellness centers in retail locations ranging from pharmacies to grocery stores.
Amanda shared next steps healthcare systems can take to be more responsive and engaging to patients in an on-demand, omnichannel environment:
1. Understand your patients’ omnichannel journeys.
- How many touchpoints do they encounter?
- What devices are they using to do initial service line and symptom-based research?
- Which devices do they use to find your physicians again after visiting your location?
2. Create a foundation with location and physician data.
Healthcare systems need to manage location data as a precious asset, kept accurate and scalable across the mobile ecosystem where empowered patients create near me moments
3. Optimize content for each channel and device.
Healthcare systems need to provide contextual content appropriate for mobile devices and wearables, where people are meeting different kinds of needs.
4. Create next moments on demand.
Download The Healthcare Guide to Omnichannel Discovery to learn more about succeeding in an omnichannel world through connected patient experiences across the entire patient journey, from awareness to choosing care.