By Susan Yeazel, Donna Hazen and Michelle Auchter, consultants, Point B.
It’s a familiar story among healthcare payers: Their companies spend significant time and money to roll out new digital capabilities for their employees, only to have the effort fall short or even fail altogether. The reason? People simply don’t engage, adopt or use the new tools and systems as expected.
While this problem didn’t begin with COVID, the pandemic has intensified the need to solve it. With remote work likely to be part of the new normal and employees relying more than ever on their companies’ digital infrastructure, existing gaps and new needs have surfaced. The challenge is especially complex in healthcare. As digitalization increasingly shapes the healthcare ecosystem, payers are looking to integrate new digital communication tools that support their ability to play a central role across the many different parties and layers of systems they serve—including customers, providers and partners.
There’s often an assumption that employees will naturally adopt new tools and technology simply because “they’re better.” But it takes more than the promise of a ”new and improved” tool to get people on board. We help companies take proven steps to improve digital adoption in ways that boost administrative efficiency, reduce costs, retain valuable talent, and improve the customer experience, which in turn leads to business growth. As an example, a company recently launched a digital program that employees rated 4.67 on a scale of 5 as being mission critical. That same program delivered a 263 percent increase in employee behaviors considered key to success. These numbers reflect high employee understanding and buy-in—both key to successful digital adoption.
Think, plan and invest in the employee experience
Think about the level of effort your organization puts into ensuring that externally-facing digital tools or web features are a success with your customers. How do you think, plan and invest to ensure that success?
While customer experience (CX) typically steals the spotlight, employee experience (EX) is nearly always the unsung hero to ensuring that companies succeed in engaging customers and driving growth. Companies that plan and invest in digital advances with this inside-out mindset are at a competitive advantage. We find they have a few key success factors in common:
Inspired and organized leadership: This is the #1 predictor of a successful digital adoption. Leaders need to be out in front – seen, heard and enthusiastically championing the value of the digital transformation.
Thoughtful preparation: Successful companies spend time upfront to really think through how they’d like to see this change unfold. What will success look like?
Active engagement: Inspiration and open, two-way communication are essential to engage heads, hearts and hands. Leadership can do much to support teams with the tools, capabilities and campaigns to make the digital journey as fun and rewarding as possible.
Make it clear: strategy, alignment and leadership
Before employees will invest in the “how” of digital adoption, they need to understand the “why.” Leadership must share a clear vision, articulate the drivers for change, explain the rationale for timing, and illustrate the alignment to corporate strategy.