The following is a guest blog post by Sarah Bennight, Marketing Strategist of Stericycle Communication Solutions as part of the Communication Solutions Series of blog posts. Follow and engage with them on Twitter:@StericycleComms
Several months ago, I failed to get up in time for my normal coffee brew. So on the way to work, I decided to stop at a local Starbucks to grab a latte. The drive-thru was packed. Panicking, I stepped inside where the line was sure to be shorter. It was not. As I waited, I noticed folks walking in and going straight to the barista bar, giving an order, and receiving it immediately. No line. No wait. What was this amazing service and why didn’t I receive it? I felt left out of cool kids club as I waited my turn and finally arrived 3 minutes late to work. After searching my junk email, I found several emails touting a new order in app and pay service. With my busy lifestyle and love of coffee, I thought this was too good to be true.
Next time I was running late, I opened the app and ordered my favorite beverage with one hand while putting on makeup with the other. I felt like a true VIP when I sauntered into my local cafe and whispered my order to the barista, who had my drink ready and waiting. You can bet, if I need a coffee on a hurried morning, I will remain loyal to the pre-order app from Starbucks. It’s just too easy.
With increasingly busy lifestyles and the need to complete more in less time, consumers look for the quickest and easiest goods and services. We are much more willing to adventure into unknown spaces if it promises to give us precious time back. After moving last month, I received a card in the mail from a well-known grocer saying “welcome to the neighborhood, we now offer online grocery shopping.” Busy people in my neighborhood are celebrating an end to their most hated and time-consuming weekly errand. I have yet to try this service since there are rarely timeslots open, but the Starbucks’ model of order online and avoid the wait is becoming the norm.
We are so accustomed to immediate service that we sometimes get frustrated with even small delays. Take, for example, my two very different experiences at urgent care centers. Earlier this year, I had to take my daughter in for possible strep throat. I avoided the trip long enough that her primary care physician office was closed and urgent care was the only option. We took our chances with the local pediatric urgent care and waited for our sick child to be seen for over two hours – 45 minutes of which was spent in the examination room before anyone came in to see us.
When the need arose for me to visit an urgent care clinic recently, I was already well versed in the advantages of ordering online without a wait. Although I had been to the local ER for the same condition and they had all of my labs and records, the thought of a potentially lengthy wait was daunting. So, I searched for a clinic that could accommodate my schedule and decided to try a new clinic because they offered the “online ordering model” for urgent care visits. I signed up online and was called back within 10 minutes of arriving at the clinic. The doctor saw me within 15 minutes of being placed in a room. The experience was so positive the clinic has earned my loyalty for future care needs. Not only do they have a caring staff, they get me in and out in a reasonable time.
This trend is rapidly being adopted across commercial industries, but healthcare isn’t far behind. And health providers that aren’t ready to adapt will soon feel the pressure as consumers demand convenience. Services and tools such as Amazon PrimeNow and Disneyland FastPasses prove one thing: Americans simply hate to wait.
Recently, I spoke with a client who made the decision to implement our online scheduling solution as a result of increasingly consumer-driven expectations. Competition with retail clinics for primary care visits also played a role in their decision. They stated, “We are now competing with Walgreens and CVS for simple clinic visits because we make it too difficult to get the patient in the door.” A McKinsey 2015 Consumer Health Insights Survey found the same, as two thirds of the people surveyed reported they would be comfortable using retail clinics such as CVS or Walgreens for care. When asked why, the major reason cited was accessibility.
With two very different clinic visits shaping my view, I imagine on demand access and appointment scheduling will continue to shape the healthcare access scene in the next few years. Convenience is king in our consumer-minded world, and those who rely on only traditional methods of getting patients in the door could miss potential opportunities – or worse, lose existing patients to competitors who provide easier access. I won’t return to the first urgent care clinic because the more recent visit offered better access and a more convenient experience by significantly cutting my wait time. With my new found love for ordering online and avoiding the wait, I have also recently changed the family eye doctor to one who offers this service. Now, if they could only offer an onsite coffee bar…
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