by | Mar 11, 2021

Understanding the value of Customer Communication Management (CCM) in healthcare

In the past year, we observed a significant decrease in foot traffic into stores, banks, as well as business, and healthcare practices. It is evident that we now live in a contactless era. The healthcare industry, as with other industries, has had to adapt quickly to the new digital landscape to ensure business continuity and market competitiveness. And there is a heightened need to improve patient experience as well.

The articles we selected give great insight into the current state of healthcare. Read about current digital transformation trends in healthcare; how to boost patient confidence with contactless customer communication and ways to improve patient experience.

Jason Pothen concludes with great advice on how Customer Communication Management (CCM) in healthcare can improve patient experience.

Need help achieving your digital customer communication goals so you can improve patient experience?  TALK TO US

Digital Transformation in Healthcare in 2021: 7 Key Trends

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“In a recent survey, only seven percent of healthcare and pharmaceutical companies said they had gone digital, compared to 15 percent of companies in other industries.” 

Digital transformation is a daunting task for many industries – and healthcare is no exception. While a myriad of digital technologies are available, change is always intimidating. Organizations must become more flexible and be willing to take risks, which entails letting go of their trusting legacy systems and processes, as well as getting buy-in from their staff and patients.

Examples of digital transformation in healthcare mentioned in this article are telemedicine, artificial intelligence (AI)-enabled medical devices. These technologies offer many benefits to healthcare organizations. They streamline work processes, optimize systems, improve patient outcomes as well as improve patient experience, reduce human error, and lower costs by enabling enhanced web and mobile experiences.

Read further to learn more about the state of digital transformation in 2021, more specifically, the seven key trends that have been identified, namely: The rise of on-demand healthcare, the importance of big data in healthcare, treating patients with virtual reality, the growth of wearable medical devices, predictive healthcare, artificial intelligence and blockchain and the promise of better electronic health records. READ MORE

3 Ways to Boost Patient Confidence with Real-Time Contactless Communication

Email marketing icon“A recent report from McKinsey found that physicians and other health professionals were seeing 50 to 175 times the number of patients via telehealth than they did pre-pandemic”  

Healthcare practices were however still heavily impacted financially during the pandemic. The article mentions a “recent MGMA report, which found that 97% have experienced a negative financial impact related to the pandemic, and over half (55%) saw a decrease in revenue in the early months of the crisis.”

It’s evident that patient confidence is still at an all-time low. People are still fraught with fear, and thus hesitant to step into a Doctor’s consulting room. The article cites statistics from a recent report, which found that “64% of Americans are concerned about the risks of contracting COVID-19 while waiting in lines or crowded lobbies when getting any vaccine shot this season.”

Healthcare providers now need to find ways to boost patient confidence to increase foot traffic and it is noted that real-time, contactless patient communication will help them achieve this goal. The article identifies “three ways healthcare providers and the broader healthcare ecosystem can boost patient confidence” – they are: connect with patients through two-way messaging; design long-lasting channels for instant communication and create time for better patient-provider relationships. READ MORE

Accelerate Your Journey To Exceptional CX

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We know that improving customer experience (CX) offers many benefits to organizations. By improving patient experience, healthcare organizations will see better patient engagement, improved care outcomes and reduced costs. However, this article notes that CX is lagging in healthcare and identifies the most common pitfalls:


  • Have a limited understanding of customers’ wants, needs, and behaviors.
  • Focus on digital channels at the expense of overall customer experience.
  • Do not control the end-to-end customer experience.

It is suggested that healthcare create and leverage a “comprehensive CX measurement framework” as this will enable them to learn more about their customers and in turn, effectively address their issues and needs.

Read further to learn more about the “seven key initiatives that all healthcare organizations can focus on to get their CX program on the right track from the outset.” There is also an option to download Forrester’s complimentary guide for a more detailed overview. READ MORE

Improve Patient Experience With Customer Communication Management (CCM) in Healthcare

If healthcare providers had big plans to implement an improved patient experience in 2020, it is highly likely they were derailed by the pandemic. Fortunately, all is not lost. The pandemic acted as a catalyst for innovation in patient communication, driven by the necessity to continue doing business, as well as changing patient expectations.

Yet, when measured against other industries, healthcare still does not fare well when it comes to customer service. Due to their exposure to great customer experience in other sectors, patients expect digital, secure, self-serve access to their healthcare information.

Fulfilling these requirements, however, remains a challenge for healthcare providers. Strict regulations and complex workflow processes also impact their ability to focus on improving the patient experience.

But there is a solution –Customer Communication Management (CCM)  technology is designed to solve many of these challenges.

  • It provides tools, resources and a platform to manage all communications across disparate systems and teams.
  • It gives you nimble, self-service tools to rapidly deploy communications. It enables consistent messaging across all the different channels including print, email, SMS, and web.
  • It really facilities a seamless transition between print and digital communication channels.

CCM technology allows you to stay ahead of the curve when it comes to patient communications and digital adoption.

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

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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.

Our Bloggers

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Erin Romo

CCM in Utilities

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James Hall

CCM in Europe

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Jason Pothen

CCM in Utilities and Healthcare

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Josh Noble

CCM for Banks and Credit Unions

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Olga Zakharenkava

CCM Strategy

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Scott Biel

CCM in Wealth & Insurance

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Sean Kennelly

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Keypoint Intelligence

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Matt Chester

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