July 10, 2023
The definition of dysfunction is doing the same thing and expecting different results. It’s an apt concept relative to the use of intelligence and the patient experience. Many providers use demographic segmentation to decide how to engage with patients. That’s a great start, but it’s inadequate if the goal is creating a patient experience on par with patient expectations—and one that delivers benefits for patients and providers alike.
Patients today expect a relationship with their providers that rivals the convenience, consistency and personalization they enjoy in all their consumer interactions. Just like popular streaming services and retailers that seem to read consumers’ minds with content and purchasing recommendations to precisely fit individual preferences, patients expect engagement with their provider to be similarly tailored, precise and effortless.
To deliver, providers must coordinate personalized patient interactions from pre-service to post-service to payment. This level of coordination requires sophisticated data analytics that empowers you to continuously tailor each patient’s experience, even as their behavior and life circumstances change.
Intelligence that delivers a truly 21st century patient experience requires a lot of up-to-the-minute data, both demographic and behavioral. Intelligence derived from multiple sources ensures the best responses and outcomes at each stage of the patient journey. And, not coincidentally, it builds trust with patients. Patients will perceive that you know them and are committed to engaging with them based on your knowledge.
How do providers access the vast array of patient data needed to deliver engagement that is coordinated, personalized and precise? Gathering ongoing data from every patient touchpoint is key. Patient engagement channels—print, phone/IVR, text, email and patient portals—all provide valuable insight into how patients are responding. This data, combined with demographics and personalized assessments of each patient’s propensity and ability to pay, can yield a rich and precise roadmap detailing how to engage for maximum positive results with each patient.
When providers rely on multiple vendors, gathering and analyzing data from every customer touch point is nearly impossible. Conversely, when one vendor manages every engagement channel it is extraordinarily easy and efficient to continuously analyze patient behavior. This approach delivers a clear, always accurate picture of each patient. It also allows you to coordinate the patient’s administrative and clinical experience with their financial experience. The result? Increased patient satisfaction for starters. Providers also enjoy substantial benefits from such an approach, including data accuracy, staff efficiency and better financial outcomes.