Improving Patient Experience in Healthcare Is Key

by | Mar 11, 2021

How a digital-first patient communication strategy can help enhance the patient experience

In today’s customer-centric world, ‘patient experience’ is becoming synonymous with ‘customer experience’. People expect the same personalized, seamless journey, whether they are online shopping, doing their banking or seeing a doctor. Unfortunately, they don’t always get it.

One essential facet of patient experience in healthcare is digital communication. As the world moves online, more than 70% of patients today prefer digital communications, and more than half expect digital capabilities from their healthcare providers. These patients, having been exposed to great customer experience in other sectors, expect the same level of timely, relevant communication from their healthcare provider.

Prior to the onset of the current pandemic, healthcare was lagging in terms of digital transformation, but COVID-19 has forced healthcare providers to accelerate telehealth services and digital communication. The quality and timeliness of digital healthcare communication, however, has not kept pace. Healthcare providers need to move fast to close this gap and keep patients loyal, informed, and engaged.

The Previous State of Healthcare Communication

Prior to the COVID-19 pandemic, healthcare communication lagged other industries. This situation resulted from several factors, including the complexity of patient communications, and concerns over regulatory compliance.

Healthcare organizations are, by necessity, very focused on patient confidentiality regulations like HIPAA. Although solutions existed that would meet their complex regulatory needs, healthcare leaders didn’t yet understand the benefits of going digital.

The Pandemic Drives Digital Transformation, Overnight

The necessity of using digital channels during the pandemic has given rise to sharp increases in the number of first-time users, forcing organizations across many industries to adapt almost overnight. McKinsey indicates that within approximately 8 weeks, consumer adoption of digital channels vaulted 5 years ahead.

From a healthcare perspective, it is also important to note that this shift didn’t just include young, digitally savvy patients. COVID-19 also propelled the ‘silver tsunami’ online. Older generations abruptly had to learn how to use digital channels to communicate with their families and to get critical services such as healthcare.

Now that they’ve had a taste of digital convenience and security, patients aren’t likely to return to conventional channels. This online shift presents both a challenge and an opportunity for healthcare organizations, which find themselves having to adapt their patient experience strategy on a compressed timeline.

The Challenge and the Reward of a Digital-First Patient Communication Strategy

Providers are currently challenged to revise and revamp healthcare communication in order to meet the digital expectations of patients. In a nutshell, patients need timely communications, through their channel of choice, with the comfort of knowing that their personal information is secured.

Thankfully, there is an upside to meeting patients’ digital communication needs. Digital communication can lead to happier patients, as it is faster, more convenient, and information can be made easier to understand and act on.

A happy patient is a more engaged and receptive one. A happy patient is also more likely to try out telehealth services, more likely to get their documents self-serve from the safety of their home, and more likely to put their credit card into your payment portal in a timely manner, driving down your revenue cycle time.

Going forward, it is also likely that when patients are considering whether to move providers, digital capabilities will be one of the criteria they use to assess their options. At that point, meeting digital expectations becomes a retention imperative. By acting now, healthcare providers can stay ahead of this curve.

Better Digital Communications = Happier Patients

Creating a happier patient means providing a platform that makes it faster and easier to consume important information. Patients need timely access to information; through the channels they prefer. And they love immediate access to the information they value most. Few patients would choose to get a benefits statement or test result in the mail when they can get it immediately in a digital format.

Providing this information in an easy-to-understand format, making it available on a secure online portal is a tried and tested way to improve the patient experience and build loyalty and trust. With the right technology partner, you can get your patient documents online quickly and securely and get started on building happier patient relationships as soon as possible.

Learn how Doxim’s Patient Statement Solution will help you meet the expectations of today’s digital-first patients. CONTACT A CCM HEALTHCARE EXPERT TODAY!

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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