Delivering a Better Patient Communication Experience

by | Nov 30, 2020

Providing A Better Patient Communication Experience

Today’s consumers expect the same high standard of communication from healthcare providers as they get from any other sector. They are also increasingly open to digital alternatives – in fact, more than 70% of patients today prefer digital communication and over half expect it (Accenture 2019).

Regardless of whether it’s provided via print or digital channels, one thing patients definitely want is information from their healthcare providers that is clear and easy to understand. That means healthcare providers need to design a better patient communication experience.

What constitutes a better patient communication experience?

It’s very important that patient communications promote transparency around costs and liabilities.  While patient communication, such as a statement, has to include specific service and payment information, there is room for improvement through personalization of the entire experience.

Patients want correspondence that is easily accessible, with clear and useful content beyond just the financials. Creating a really personalized experience takes into account the patient’s individual circumstances, and presents information that is relevant and useful information just for them.

Improving the patient experience requires a multi-prong approach, based on what patients really want, including clear and intuitive processes.

The healthcare sector has a lot of regulatory requirements, but it is possible to buffer the patient from some of this complexity, by designing front-end processes that are simple and as frictionless as possible.

It’s possible to provide an optimal patient experience by placing the patient at the core of the design phase and keeping regulatory complexity behind a layer that is customer friendly. For example, creating a summary version of a patient statement that only includes the information needed to pay the outstanding amounts. The official communication that fulfills regulatory requirements can be attached for reference.

Help patients to self-serve via the channel of their choice

Patients appreciate the option to self-serve and they prefer to do this via the channel of their choice. Healthcare providers need to offer an omnichannel communication experience, letting the patient choose how they want to interact.

If they prefer a mailed statement, make the experience a great one by adding personalized messaging and custom advice. If they prefer a digital statement, let them choose between receiving it by email or logging into a patient portal to self-serve.

Too often, healthcare communication and channels are based on what “can be done” and what’s required to stay within regulatory requirements, as a primary consideration. While it’s imperative that correspondence meets regulatory requirements, it is just as important to meet the patient’s needs and make the provider’s process as efficient as possible.

3. Expansion of digital products

As banking customer behavior shifts, banks must move with the times, or risk getting left behind. Many banks today are exploring the power and potential of open banking, which can allow them to offer more innovative products and services to their customers, as well as to better compete with fintech companies and other non-traditional financial service providers.

As you shift your banking business model to reach new segments or provide an enhanced array of services, communication becomes even more pivotal to your success. After all, if your customers don’t know which new services they qualify for, or how those services will help them meet their goals, then they are unlikely to explore them further. CCM technology can be leveraged here to provide personalized on-statement messaging that directs customers to the right products and services, as well as 1:1 personalized “explainer” videos to help them get started.

Adjusting your bank’s priorities to thrive in 2023

In an era of constant change, the key to successfully transforming your bank’s business model will be to stay attuned to the changing needs and preferences of customers, and to be open to exploring new opportunities and technologies that can help your FI stay competitive and relevant. But these new opportunities are doomed to fail if you do not clearly communicate their benefits and make it simple for customers to access them.

That is why transforming your customer communication strategy is the best first step to broader digital transformation. By updating your approach to communications to meet omnichannel customer needs, you also position your bank to communicate the benefits of changes in your broader organization, like new or enhanced products and services. The pace of change in banking has never been brisker – but with the right strategic approach to these changes, the future is bright.

Investing in a modern customer communication management and engagement platform is an essential part modernizing your banking strategy, as it can provide the personalized digital experiences that will keep your bank or credit union ahead of the competition. It helps provide a great customer experience, and builds rich relationships, which in turn results in customers for life and a competitive advantage in the rapidly evolving financial marketplace.

How Doxim can address the banking customer communications trends identified and help future-proof your digital banking strategy

banking customer communications trends

Doxim’s experienced consultants and omnichannel platform can help transform your customer experience in many ways, including:

  • Gathering and utilizing customer data to continually improve the personalization of communications.
  • Building trust with customers via communication (via print, PDF, HTML, email, text, and online interactive experiences).
  • Leveraging interactive video to drive personalized digital customer experiences, such as interactive statements, bills, or reports, that offer visual engagement and real-time interactivity
  • Putting customer data, including customer statements, at the fingertips of your service representatives for immediate and personal service.
  • Making a meaningful connection with value-added content, like information about philanthropic activities, on customer statements.

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