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Health care organizations must make the leap from providing siloed channels of care to putting the consumer in the driver’s seat, with access to a seamless, integrated experience whenever and wherever they need it.
Today, most healthcare organizations across the country are connecting to their patients and customers in both the physical and digital world. The pandemic dramatically accelerated the addition of digital channels of care, but consumer demand is also a major driver for convenient and valuable ways to access care. After all, when so many people can work from home and do much of their shopping and banking online, why not online visits with the family pediatrician?
In healthcare’s rush to meet consumers and patients where they are, the response has been fragmented. Now, healthcare organizations must make the leap from providing siloed channels of care to putting the consumer in the driver’s seat, with access to a seamless, integrated experience whenever and wherever they need it. A fully integrated model of care will provide omnichannel access that is readily available regardless of which physical or digital “door” a consumer enters or which provider they are interacting with. These new models require utilization of all channels of care—including remote patient monitoring, mobile health and at-home care—without sacrificing the personal connection of individual care.
Are you there yet? If so, you are ahead of the curve. If not, you’re among the majority of organizations that need to make this leap. We work with healthcare organizations across the country to help them make a strategic move to omnichannel, knowing that it will increasingly influence the buying decisions and loyalty of patients and their families.
Here are four ways you can shift your thinking about omnichannel now–and practical steps for making it a success.
Omnichannel is a way to deliver care and drive innovation.
American healthcare is unique in many ways. Although criticized on the value-to-cost ratio, it’s a system that opens every door to innovation. When we think about how to use that strength, we should consider how to smoothly incorporate innovative new channels and sunset inefficient or underutilized channels of care. In the last decade, the healthcare ecosystem added many new channels, including apps, virtual care, remote patient monitoring, in-pharmacy care and home care, to name a few. As a result, consumers have more options than ever, but confusion about which channel to access that increases as care delivery becomes more fractured than ever.
We recommend a few practical steps to improve consumer options, reduce confusion and create an integrated care experience:
Omnichannel influences buying decisions and patient loyalty.
Are you thinking about your omnichannel strategy as a path to consumer loyalty?
Traditionally, healthcare consumers might have been loyal to an individual provider, but not necessarily a brand. That has changed over the last decade with the rise of network agreements, consolidation and a growing emphasis on brand marketing. As consumers increasingly seek out omnichannel delivery of healthcare services, gaining their loyalty requires a comprehensive delivery strategy that anticipates and delivers care when and where they want and need it. Without this critical alignment, healthcare organizations risk revenue leakage and erode the investments they’ve made in building a direct-to-consumer brand over the last decade.
To anticipate and deliver care when and where consumers want and need it, ask—and answer—these key questions:
Leveraging omnichannel will accelerate your value-based care strategy.
Healthcare must be inclusive across multiple delivery channels. The type of care, and the way patients access it—whether digitally or in-person—must be accessible to all patient populations, regardless of socioeconomic status. Value-based care requires health systems, payers and providers to establish an environment that supports all patients across the care continuum, including primary and specialty care. This calls for systems that not only create access to care, but that also support patients in using technology to gain that access.
We see three critical components to accelerating a value-based care strategy:
Omnichannel is a catalyst for value-based care and healthcare organizations should invest now.
Omnichannel is key to providing a holistic patient and family experience.
Consumer experience requires a holistic and seamless “front end” of usability, connectedness, look and feel. Providing an exceptional front-end experience calls for a back-end consolidation of data, with seamless access to it. A digital front door is critical to an omnichannel experience that includes patient identity management, patient experience platforms, and an in-depth analysis of the patient population to drive adoption.
The bottom line
While healthcare organizations offer more channels of care than ever, most have yet to make the leap into providing an experience that enables consumers to enter through any channel and receive the care and services they want and need. Taking cues from other industries, healthcare providers must design and execute a clear, cohesive omnichannel strategy that drives consumer loyalty, integrates back-end-technology for a seamless experience, incorporates new channels while sunsetting inefficient or underused ones, and serves both individual consumers and population health goals.
For more Insights on omnichannel success, read about developing a long-term telehealth strategy at https://www.pointb.com/case-studies/developing-a-long-term-telehealth-strategy/. Learn more about building a digital front door at https://www.pointb.com/insights/sustain-and-extend-care-delivery-during-crisis-and-beyond-keys-to-building-your-digital-front-door/. And get new Insight into reducing clinician burnout and increasing workforce engagement at https://www.pointb.com/insights/clinical-workforce-engagement-reducing-clinician-burnout/.
With over 20 years of healthcare industry experience, Tammy Graves is a national advisor and thought leader that has published and presented on transformational change in healthcare – including telehealth, EMRs, and M&A integration.
Vladimir Godin is a leader with proven success in numerous roles leading applications organizations, as well as managing complex technology programs across a variety of business units.
With over 17 years of experience in the healthcare industry, Lainie Conley is a consultant and leader with a proven track record of success across ambulatory, diagnostics, acute, post-acute, behavioral health, clinical trials, and pharmacy.
Dan O’Donnell is a dedicated professional whose experience includes large-scale healthcare programs leading governance, management, administrative processes, and clinical systems adoption across health systems.
Michelle Chang has over 12 years of experience in the healthcare industry, with expertise in value-based care, patient experience, performance and process improvement, and strategic initiatives.