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Enhancing Customer Experience: A Key Driver of Digital Transformation

Enhancing Customer Experience: A Key Driver of Digital Transformation
August 10, 2020

The COVID-19 pandemic has impacted lives and livelihood on an unprecedented scale, rendering communities and businesses helpless. One industry that has come under immense pressure is the healthcare industry, with the focus firmly on saving patients. Sometimes unfairly considered as customer unfriendly, healthcare enterprises have found themselves presented with the opportunity by the pandemic to revolutionize their offerings and redefine the payer-caregiver relationship. Understanding patient needs, proactively taking purposeful steps, and taking an empathetic approach to customer service will be crucial for providers to foster a lasting rapport with payers.

Healthcare digitization is key to a transformed customer experience.

With the knowledge of what must be done, the most crucial question then is how? How can we provide intuitive, interactive, and seamless experiences to customers? How can we anticipate, understand, and determine customer decisions to create value? With consumers now more digitally savvy and digital solutions shaping their daily lives, traditional business models must be turned upside down to stay relevant in the fast-moving world. Providing customers with a holistic digital experience and leveraging technology to address customer needs is how we can enhance the customer experience. In  pursuit of offering a truly digitalized customer experience, the following points are paramount for healthcare enterprises to factor:

  • Being digital is no longer solely about having a great website
  • It is important to think about customers, how they discover products and services, how they buy, how they decide, and what apps, services, and touchpoints they use
  • For seamless services, they must be offered across various touchpoints, such as smart devices, websites, social media, smart watches, etc.
  • Providing right information to the customer in right context and time

Successful digital transformation depends more on business agility than solely on technology. The reason every business now needs a robust digital strategy is because of the growing focus on customer experience. To enhance customer experience, the following digital offerings are crucial:

The scope of remote health monitoring is growing every passing day and the future of healthcare relies heavily on home and remote care, and overall mobility. Digitalization of healthcare services will successfully unify the physical and virtual aspects of healthcare, unlocking fresh revenue opportunities.

  • Fast Healthcare Interoperability Resources (FHIR): Digital patient engagement requires cutting-edge interoperability and wider data access. In today’s highly-digital paradigm, patients expect a more personalized, immersive, and engaging healthcare experience, with greater and faster access to information pertaining to their health across devices. Almost 80% consumers report that they would like to use their smartphones to interact with their healthcare providers.

    FHIR

    Using FHIR, in particular, is a handy method for better transmission of information between healthcare providers and patients. It also encourages the use of apps to enable lightweight integration. This ensures sure exposure and management of FHIR APIs, and seamless interoperability and accessibility of data across devices. These result in faster time to market, improved healthcare, and enhanced customer experience.

  • Artificial Intelligence and Machine Learning: In today’s fast-evolving healthcare space, artificial intelligence (AI) and machine learning (ML) are key to the creation and delivery of personalized healthcare products and services. By optimizing predictive and cognitive analytics, healthcare enterprises can derive vital insights into patient treatment journey, healthcare parameters, and useful trends to offer personalized care at reduced cost.

    Artificial Intelligence and Machine Learning

    AI and ML will also help healthcare organizations to offer useful information to customers on lifestyle management, prescriptions, and physician appointments.

  • Remote Health Monitoring: Innovations in the field of smart devices, wireless connectivity, and remote monitoring, coupled with rising healthcare costs have seen growing popularity of home-based diagnosis, treatment, and monitoring. Telemedicine and telehealth are pushing the paradigm of healthcare, and providers must take that into consideration to optimize possibilities. Radiology, pathology, and pharmacy services can all be availed telephonically now.

    Remote Health Monitoring

    The scope of remote health monitoring is growing every passing day and the future of healthcare relies heavily on home and remote care, and overall mobility. Digitalization of healthcare services will successfully unify the physical and virtual aspects of healthcare, unlocking fresh revenue opportunities.

The inherent nature of healthcare is such that the industry is wary of radical changes. It played a part in the slow adoption of digital transformation in healthcare. But the global outbreak of the COVID-19 pandemic has now given the much-needed push toward healthcare transformation by embracing emerging technologies to transition to the new normal. With the help of technology, not only will healthcare enterprises be better prepared for contingencies, but will be better placed to offer their services to patients far and near. Going digital-only will also help synergize the patient-payer-provider ecosystem, with customer satisfaction improving considerably.

With the consolidated capabilities of AI, ML, big data and analytics, open-source platforms, and interoperable data opening new avenues, the knowledge and information on offer are poised to truly revolutionize healthcare as we know it. Going digital to unlock and optimize massive data sets will also aid healthcare enterprises to conduct clinical trials and diagnose illnesses faster and more accurately. Digital transformation will impact every aspect of healthcare, but patients remain the centerpiece of this transformation. After all, elevating their experience is what healthcare providers strive for.