Tag: Redpoint Global

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.

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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.

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