How is your Healthcare brand’s CX beyond in-office interactions?

The onslaught of mobile technology has strengthened the relationships between brands and customers in virtually every industry. However, one industry where the effects are just now compiling is healthcare. Patient Experience is a vital factor of any successful healthcare brand, and in order to optimize your brand, the ability to connect with your patients via mobile devices is a massive determining factor for success in the modern age.

“Mobile-friendly communication is crucial for patient engagement, as people use a mobile device or tablet for 57% of all email opens,” [1] per an Experian email benchmarking report from 2015. This is important for healthcare brands because it opens the channels of communication with your customer beyond in-office interactions. These email reach outs can be anything from appointment reminders, medication reminders, or even diagnostic information, and allowing your patients to access them from their mobile device will increase the value your brand provides. However, the importance of mobile devices goes beyond just sending messages or content to patient inboxes.

“Nearly three-quarters of patients said that if it was easy to electronically access their own healthcare data, it would improve their understanding of their health and patient-to-physician communication,” [2] based on a survey published by HealthMine. This transition towards electronic appointments is going to be a major shift in the next decade for healthcare brands and patients alike. Just like how we can now log on to Amazon to access and purchase virtually any item online, or even like how you can earn a university degree without leaving the comfort of your own home, we are now seeing this transition in the healthcare field. Pretty soon, instead of having to go to the doctor for routine checkups or to diagnose minor ailments you will be able to access an online hub of webcam doctors ready to figure out what’s wrong and help patients solve it. Those brands that can capture this online space during the initial transition phase are setting themselves up to establish loyalty, provide unprecedented value, and create relationships with patients across the country and the world. Patient’s desire transparency and communication with their healthcare brands, like the customer desires we have seen in other industries over the last ten to fifteen years.

“About 93% of physicians feel mHealth apps can boost a patient’s healthcare outcome,” determined by a survey conducted by eClinicalWorks. [3] Not only will integrating these mobile communication pathways help improve your organization’s Patient Experience, but it also increases your ability to provide actual care. The ability to reach out to patients via an easily accessible app, mixed in with the patient’s ability to access this information creates a much more involved system. Thus, patients are receiving better care and are aware of and perceive this care in much more positive terms. 

“CMS requires that physicians and hospitals provide online access to health information for 50% of all unique patients, and more than 5% of patients have to actually access the data.” [4] Another important reason to have this mobile platform readily available to patients is compliance. The Centers for Medicare and Medicaid Services (CMS) is the organization tasked with monitoring healthcare brands, and by requiring this threshold of mobile participation, they are reading the future of the healthcare industry and requiring that healthcare organizations are as well. This is an important development because it legitimizes this trend towards mobile healthcare as a necessary fact that healthcare organizations must be aware of.

“Increased online patient involvement can result in a 90% satisfaction rate for both patients and physicians,” based on a study by the California HealthCare Foundation. [5] If your healthcare organization is looking to make that next leap, optimizing your Patient Experience is a great starting point. A proven and effective way of doing so is by setting up these online channels of communication. A mobile health app will not only make it easier for your patients to receive the information, but it will also allow physicians and other healthcare professionals distribute this information in an organized and helpful manner, creating an overall better experience for all involved parties.

[1] https://www.televox.com/two-stats-that-support-email-as-an-engagement-opportunity/

[2] http://www.prnewswire.com/news-releases/despite-push-for-transparent-medical-records-53-of-consumers-cant-access-electronic-health-data-healthmine-survey-finds-300195602.html

[3] https://www.eclinicalworks.com/pr-eclinicalworks-invests-25-million/

[4] http://www.healthpcp.com/content/blog/55-cms-statistics-from-ahima

[5] http://www.chcf.org/~/media/MEDIA%20LIBRARY%20Files/PDF/PDF%20M/PDF%20MeasuringImpactPatientPortals.pdf

 


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