The following is a guest blog post by Brittany Quemby, Marketing Strategist of Stericycle Communication Solutions as part of the Communication Solutions Series. Follow & engage with them on Twitter: @StericycleComms
The other day I deleted several apps from my mobile phone. One I had downloaded when I was traveling, one took up too many gigs on my phone, and the last was one I downloaded to track specific health activities last January probably hoping to achieve one of my many New Year’s resolutions. This happens to me all the time – I download an app or tool, use it once or twice, realize I don’t have any use for it or haven’t used it in 3 months and end up deleting to free up space on my phone.
This got me thinking about digital technology in the healthcare industry. Unfortunately, every day there is a slew of digital health tools developed that take a lot of time, money and effort and then go unused by the user for a variety of reasons. I picture something like a digital health tool graveyard that exists somewhere in the cloud.
After I got the mental image of a technology version of the Lion King’s Elephant Graveyard out of my head, I began to ask myself why so many digital heath technologies went stale. What needed to change? The time, money, and beautiful design that is put into development won’t draw patients by the masses. The thing about digital health is that there has to be something in it to evoke a user’s actions. Below are 3 important strategies I believe we need to all keep in mind when taking on digital health:
1. What does the patient EXPECT?
It’s no surprise that patients want technology incorporated into their healthcare. However, it’s essential to couple the right technology with appropriate expectation of the user. What you THINK a patient expects, might not always turn out to be the case. According to a recent study by business and technology consulting firm West Monroe Partners, 91 percent of healthcare customers say they would take advantage of mobile apps when offered. However, according to an Accenture report, 66% of the largest 100 US hospitals have consumer-facing mobile apps, 38% of which have been developed for their patients, and only 2% of patients are actively using these apps. When users are met with digital health technology that lacks the expected user experience, they are left feeling disappointed, unfulfilled, and begin looking elsewhere for services.
2. What does the patient WANT?
Patients are longing for a consumer experience when it comes to their healthcare. New research shows that “patients today are choosing their providers, in part, based on how well they use technology to communicate with them and manage their health,” says Joshua Newman, M.D., chief medical officer, Salesforce Healthcare and Life Sciences. Patients crave technology, customization and convenience. There is no doubt that digital health tools satisfy the convenience factor. However, they are nothing without a customized experience. Limiting your interactions with patients to an out-of-the-box, one-way digital communication strategy can be disadvantageous and could mean you aren’t reaching patients at all. Digital health that is personalized, optimized, and sent through multi modalities allows you to be sure that you are engaging your patient in a way they want.
3. Where does the patient GO?
It’s no surprise that patients expect a consumer experience when it comes to interacting with their healthcare provider. But mastering digital health must include more than just mobile apps and the doctor’s office. A digital health strategy that connects with patients across the entire continuum of care will optimize their experience and satisfaction. In a recent study by West Monroe Partners called No More Waiting Room: The Future of the Healthcare Customer Experience, Will Hinde, Senior Director says “we’re starting to see more providers incorporate the digital experience with their office visit, by shifting to more online scheduling of appointments, paperless office interactions, following up via email, portals, and mobile apps and taking steps towards greater cost and quality transparency.” Connecting with patients outside of the doctor’s office and in places where they frequent most allows for better changes of engagement, leading to greater experiences.
Tackling digital health can be daunting and unsuccessful if it’s looked at solely from the angle that technology is king. Looking at it from the lens of the patient becomes less intimidating and more likely that your digital health efforts don’t end up in the Elephant Graveyard.
The Communication Solutions Series of blog posts is sponsored by Stericycle Communication Solutions, a leading provider of high quality call center & telephone answering services, patient access services and automated communication technology. Stericycle Communication Solutions combines a human touch with innovative technology to deliver best-in-class communication services. Connect with Stericycle Communication Solutions on social media: @StericycleComms