Communication in Healthcare Morphs From B2B to B2C
Healthcare spending drives about a fifth of the US economy. The Affordable Care Act was a game-changer, as tens of millions of new customers entered this market -- essentially shifting insurance company communication and marketing from B2B to B2C.
The challenges are diverse. The opportunity is immense.
Providers have to cultivate new customer communication channels and understand these new prospects and customers.
Do you have what it takes? Compart can help ensure that you do, click here
The Importance of Customer Experience in Healthcare
For a very long time, “Customer Experience” in the healthcare industry simply meant making sure that patients left the hospital in better shape than when they arrived. The prevailing attitude was that the job was to make patients healthy, not happy.
More recently, Customer Experience was all about getting patients to show up for appointments and maybe keeping them engaged in their after- care programs so they stayed healthy.
The target audience were patients and their primary care givers (more often than not moms and wives), not customers.
These days, the tech-enabled, information-aware and choice-oriented patient is very much a “customer.” And you better treat them that way. Customer Experience matters.
Ask yourself: am I creating meaningful experiences for my increasingly device-enabled, digitally dialed-in customer?
Omnichannel Communication Yields Better Health Outcomes
The key customer touchpoints are the statement (EOB, etc.) and the customer call center.
Ensuring that everyone in the company has a customer-data-first focus – measuring everything in order to improve the experience, reducing friction and optimizing the customer journey each step of the way, with full transparency -- is the most important function of the entire enterprise.
Thus, tightly align your document output strategy with your business needs. Studies show that when patients don’t feel engaged in their own healthcare, the results suffer; with so many technology channels to drive customer communication, the industry must learn how to be strategic in how they’re reaching their patients to yield better outcomes.
This is the importance of a great customer experience and great customer communication. Compart can help you improve the customer experience each time you communicate.
In the US alone, approximately 23,000 regulatory measures are proposed annually across industries, according to LexisNexis. In fact, 42% of executives expect the size of their compliance teams to grow as regulations proliferate state by state. Because of the nature of insurance policies and pricing, consumers have relatively little information about the quality and comparative cost of insurance policies. Regulation is needed to ensure that consumers have access to information that is necessary to make informed insurance purchase decisions and to compare prices.
Regulatory compliance can slow down a business unless automation improves the efficiency of the process. It might be best to think of regulatory compliance in the positive: customers trust companies that are compliant with regulations and prefer to do business with them. A company’s commitment to respecting ethical codes is good for its brand and can boost consumer engagement by as much as 40%.
If Amazon needs to have a more complete view of each patient, so does the healthcare industry.
Healthcare generates many different kinds of data. Pre-visit questionnaires, post-visit surveys, HR-related data such as peak days and times, data on patient wellness habits and lifestyles. Thanks to data analysis, offices can be appropriately staffed, preventative measures can be prescribed and healthcare plans can be personalized,
The complexity of digitizing the enterprise ― knowing how to navigate the many intersecting rivers of data and documents with digital technology, capabilities and infrastructure – may be the most daunting task facing CIOs of healthcare payment providers. You can’t achieve true digital transformation by just adding a working mobile app.
Digital solutions can’t simply be bolted on to your business. Integration is the key.
A whopping 94% of healthcare executives said in a recent survey that they plan to implement smart technology in their organizations.
Smart beds, wearable technologies, robots that can monitor a patient without needing a human being in the room…the possibilities are endless—and endlessly complex to monitor, store, analyze and utilize.
Life or death can come down to someone on a telephone or a web portal needing important data or a specific document to refer to in order to make a healthcare decision or recommendation.
Documents are data in action. At the end of the process, documents are basically data points displayed, printed or mobilized.
Just as you need experts for robotics and analysis, so too do you need expertise on data and document