Tag: digital front door

Key Components of A Digital Front Door Healthcare Experience Strategy

Mike Pietig

By Mike Pietig, vice president of healthcare experience, Avtex Solutions.

Many healthcare organizations today offer a multichannel engagement approach, presenting online and mobile access to services and even care. Adopting digital channels is a great first step toward meeting your consumers’ expectations, but is just the starting point.

Consumers today expect to be given choice in their healthcare engagement and care channels – via mobile app, on their computer, over the phone, in person – and they want these interactions to feed into a connected, seamless omnichannel experience that is simple, intuitive, and personalized to their needs. Today’s digitally integrated economy requires an approach to healthcare that puts consumers’ needs first and engages them at every relevant touchpoint along their journey.

Many healthcare organizations are turning to a digital front door to facilitate this kind of digitally optimized, omnichannel experience. A digital front door sets the foundation for a stronger, more consistent omnichannel experience that enhances every connection, increases loyalty, reduces friction, and drives competitive advantage.

Our healthcare experience experts have identified the five components needed to build a Digital Front Door strategy that meets consumer expectations and strengthens the omnichannel healthcare experience:

1. Alignment

At Avtex, we often talk about the need to define your “North Star” to ensure that every aspect of the consumer journey aligns with your organizations’ overarching philosophy of the best possible experience. A Digital Front Door ensures there is alignment with this desired healthcare experience, from goals to governance.

Like any successful customer experience strategy, the digital front door must align with and improve upon existing patient and member experience strategies to digitally transform your organization. Activities like journey mapping and CX process mapping can help uncover pain points and clarify how a Digital Front Door plan can support your overall North Star.

2. Understanding
A 360-degree view of your consumers is necessary to build a strong digital experience. Building a complete, holistic understanding of your consumers’ experiences will help you to identify gaps and opportunities to elevate this experience and create a more rounded, consumer-centric environment. For example, you may consider developing a voice of the customer (VOC) program to gain new insights, or you may decide to perform persona mapping exercises to help understand your target segments better so you can better meet their identified needs.

It’s also important to prioritize gathering employee feedback and data, as these insights provide invaluable information on needs, preferences, trends, and pain points – both at the individual and group level. We’ve learned that improving the employee experience will lead to a measurable improvement in the consumer experience.

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How Welcoming Is Your Digital Front Door?: Forward-thinking Specialty Practices Are Reimagining The Care Experience

Terrence Sims

By Terrence D. Sims, president of strategic growth and marketing, Raintree Systems.

Among the many lessons learned during the COVID-19 pandemic was that most patients are more than willing – dare we say eager? – to interact with their healthcare providers digitally. When safety concerns limited their ability to see their physicians, therapists or other care providers in person, patients enthusiastically embraced virtual visits. And from all indications, they liked the convenience so much that they want to continue taking advantage of this option.

Easy access to telehealth services is just one of the many ways patients are eager to connect online with healthcare providers. In fact, an Accenture survey found that 60% of patients reported that based on their experience using new technologies during the pandemic, they want to use technology more to communicate with their care providers and manage their health.

Even before the coronavirus upended life, patients were increasingly expecting to manage their care digitally – from scheduling appointments, to messaging their care team, to refilling medications, to paying bills. After all, that’s how most of us manage most other aspects of our lives these days, whether it’s travel, banking or shopping.

Healthcare still has a ways to go to catch up with the efficient digital experience other sectors offer. Nearly 60% of U.S. consumers expect their healthcare digital customer experience to be similar to retail, but 62% said they were unable to accomplish their healthcare goals online, according to a NTT DATA study.

Healthcare organizations of all sizes need to better meet these digital expectations to attract patients and earn their loyalty. That means it’s increasingly important to develop and implement a comprehensive digital patient engagement strategy, a.k.a., a digital front door. Whether you’re a specialty OT, PT or SLP practice, a specialty clinic or a large health care system, your digital front door serves as an entryway to all online services and experiences available to your patients for interacting with your office and care providers.

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