Tag: Chris Evanguelidi

Close the Healthcare Experience Gap with a Single Patient View

Chris Evanguelidi

By Chris Evanguelidi, director, enterprise healthcare Market, Redpoint Global

The growing healthcare consumerism trend has empowered millions of patients and healthcare consumers to take more control over their individual healthcare journeys, in and out of the doctor’s office. Healthcare is no longer viewed as strictly a relationship between a patient and a doctor, but as a collection of disparate experiences all geared toward improving outcomes.

Wearables, telehealth, patient portals and other digital-first touchpoints all contribute to an expectation among patients for a consistent experience centered around their ongoing care and well-being. To meet the expectation for a personalized experience, healthcare providers are prioritizing the development of an understanding of their patients outside of a clinical setting.

A recent Dynata survey, conducted in collaboration with Redpoint Global, explored consumer perceptions about their healthcare experiences. The research revealed that more than half of consumers surveyed (57%) said that how well a healthcare provider understands them as a patient and creates a personalized experience was one of the most important considerations when choosing a healthcare provider. In addition, poor patient experience and a lack of personalization and patient understanding was cited by survey respondents as the top reasons patients consider switching healthcare providers (as well as healthcare plans).

Engage with Consistent Relevance

What does it mean, though, to develop a personal understanding of a patient? An electronic health record (EHR) – a modern version of the traditional chart – often lacks important data that reveals a contextual understanding of what makes a patient unique. And by having this data, providers are then able to engage a patient with a relevant experience across the healthcare journey. Data such as social determinants of health (SDOH), medication adherence, risk tolerance, diet and exercise programs and data from wearables are important attributes that reveal patient behaviors and preferences that form a personal understanding.

Possessing this detailed knowledge of behaviors and preferences also aligns with the value-based care approach to healthcare. In parallel with the rise in healthcare consumerism, a value-based care model that ties financial compensation to improved outcomes makes it even more important for providers to compile a single patient view.

One key challenge for providers in compiling a single patient view that is then used to deliver a personalized omnichannel experience is siloed data and processes. A single provider network or healthcare organization, for example, often has multiple EHRs that don’t share data. In addition, because PII data and PHI data also typically live in separate systems, it is extremely difficult for healthcare organizations to deliver hyper-relevant communications.

Consider, for example, a marketing organization tasked with closing care gaps and segmenting out only basic patient data – name, age, address, etc. They might send an email to men over 50 urging them to schedule a preventive screening. With a single patient view, however, the same marketing team might improve outcomes considerably by matching the recipient to a preferred provider, recommending optimal times, offering transportation options to someone without access to transportation or leveraging other social determinants. By delivering the right message at the right time and on the right channel, the preferred outcome – a scheduled appointment/closed care gap – has a higher chance of success.

Close the Experience Gap

By knowing all that is knowable about a patient through a single patient view, an organization can leverage advanced segmentation rules based on everything that makes a patient unique – current health condition, social determinants of health, etc. – to allow for efficient and effective personalized messages and communications to key segments, returning the most value for a provider group or health plan. Particularly in a VBC healthcare model, there is a direct revenue link between hyper-personalized content through advanced segmentation and improving health outcomes.

The Dynata survey shows a pronounced gap between the type of experience healthcare consumers expect to receive from their provider and the experience delivered. More than 90 percent of patients said that it is either “important” or “very important” to receive relevant communications from their provider and healthcare plan that accurately reflect an understanding of their healthcare journey, yet just 50% say they are very satisfied with the relevance of the communication they receive.

A single view of the patient is the key to closing the experience gap, finally delivering patients and healthcare consumers the personalized omnichannel experiences that improve outcomes and lead to happier, healthier patients.

Healthcare Consumers Voice An Expectation for Personalized Experiences

Chris Evanguelidi

By Chris Evanguelidi, director, enterprise healthcare market, Redpoint Global.

In a new survey of more than 1,000 U.S. healthcare consumers conducted by Dynata and commissioned by Redpoint Global, more than 80% of respondents said that they prefer to use digital channels (online messaging, virtual appointments, texts, etc.) to communicate with healthcare providers and brands at least some of the time, and 40% prefer digital communications most of the time.

Along with digital-first communications and experiences becoming a standard expectation, consumers are also on record that they want their providers to display a deep, personal understanding across the full spectrum of engagement touchpoints and channels. In the survey, 60% of consumers said they would choose a provider based on how well the provider understands them, beyond patient data, so that the experience is relevant and personalized. Beyond patient data means that a provider has a single view of the healthcare consumer, to include clinical and claims data, consumer and social determinants of health (SDOH) data such as economic stability, access to health care, etc.

Furthermore, 66% said the selection of a provider was dependent on the provider’s ability to communicate in a timely and consistent manner.

Examples of the depth of understanding that patients now expect – and that are also indicative of the digital-first mindset – are a provider’s ability to proactively contact patients at the right time and in the right context (e.g., via text, email or online portal). Nearly half (44%) of respondents expressed that this ability is now the expectation. And 36% said they expect communications from their provider to match their in-person experiences in terms of relevancy, consistency and outcomes.

In a recent Harris Poll survey about marketer and consumer perceptions about customer experiences across various industries, consumers consistently ranked healthcare third (behind retail and financial services) in terms of providing a consistent experience that demonstrates a thorough understanding of the customer. Yet when consumers were asked which industry should provide the most consistent experience that demonstrates a thorough understanding, healthcare polled first.

Continue Reading

Data and An Omnichannel Customer Experience Breathe Life Into Healthcare Consumerism

Chris Evanguelidi

By Chris Evanguelidi, director, enterprise healthcare market, Redpoint Global.

In a new Harris Poll survey commissioned by Redpoint Global, consumers ranked healthcare near the bottom among several industries in delivering an “exceptional customer experience.” Just 13% regarded their experiences as exceptional, about equal with travel/hospitality but significantly below retail (26%) and financial services (23%).

Interestingly, when asked which industry should be the best at providing such an experience, healthcare polled first in three of four elements of customer experience (CX). More than a quarter of all consumers surveyed expect healthcare should rank first in personalization, consistency and customer understanding. (Only financial services ranked ahead of healthcare in the privacy dimension, 34% to 28%.)

An expectation for a consistently personalized experience in which a healthcare provider or insurer exhibits a personal understanding of a consumer is the core of the healthcare consumerism movement, which is a recognition and affirmation that the healthcare consumer controls an individual healthcare journey. Yet consumers increasingly question why fragmentation along channels, locations and data seems to be the norm.

A face-to-face meeting with a physician may provide an overall positive experience, but for the patient, it is only part of a journey, which may have included research, questions and appointment setting before the doctor visit, and follow up care, prescriptions, payments and further research after the point of care.

When the customer journey is disjointed, it becomes very difficult for any stakeholder in the consumer’s care to have a personal understanding beyond their area of interest. This, in turn, further erodes a seamless experience because the next steps are not optimized based on a unified, up-to-date view of the consumer. Social determinants of health, engagement preferences, behaviors, existing care gaps and other data points need to be presented to payers and providers in real time, at the point of interaction, to deliver the consistent, personalized experience consumers have come to expect.

Continue Reading