The challenge in digitalization
It’s no secret that the healthcare industry has faced an overwhelming number of challenges in the last few years — full capacities in hospitals, staff shortages, workforce burnout and a new need for more personal, digitalized consumer experiences.
Consumer expectations have evolved across all industries, but healthcare has been notoriously slow to change. Nevertheless, the pandemic launched the industry ahead of where it otherwise would have been, and it must continue to propel forward as consumer expectations modernize, to offer an improved healthcare customer experience.
Delivery is evolving to be more patient-centric, virtual, ambulatory, at home, driven by data and technology, and enabled by medical technologies as consumers want more streamlined, convenient and flexible experiences.
While there’s a growing appetite for digital solutions, there are still challenges the healthcare industry faces.
Data and privacy concerns
Health is inherently deeply personal, and so is the data that accompanies it. New technologies impose a great risk of cyberattacks. Because of this, consumers have a hesitancy with technology due to privacy concerns. That said, according to Accenture research, 33% of people said they would be more likely to adopt digital technologies if they felt more confident in data security and privacy. Cybersecurity needs to be a top priority for organizations, making sure they have strategically secure tech, solid training for staff, the right experts to lean on and constantly upgraded security measures.
Siloed data
No healthcare brand can establish a personalized CX without a robust data set, and while healthcare organizations collect an enormous amount of data, few use it effectively. Data is stuck in silos across the industry, so it’s challenging to use it in intelligent ways to make more personalized experiences. Healthcare brands should focus on working together across the industry to integrate data from all systems from the top down in order to establish more streamlined experiences for consumers.
5 ways to support digitalization in healthcare CX
The road to digitalization is a marathon, not a sprint. Here are five things your organization should consider when planning new technologies that support a more digital and personalized CX.
1. Think omnichannel.
Given the industry’s growing demands, it’s vital for healthcare contact centers to add different channels of communication to deliver a superior digital CX in line with your cost and operational goals.
No two healthcare brands are at the same level of digital maturity, and each has its own capabilities and resources when it comes to adding new tools and functionalities. When adding new channels, organizations must be tactical in their approach and first determine how the technology will bring value and how it will scale.
2. Move to the cloud.
Moving your contact centers to the cloud is necessary for establishing a solid omnichannel CX. Moving hardware architecture and software applications to the cloud will ensure scalability and cost control benefits, plus it doesn’t require capital expenditures. Flexibility and resiliency in operations are added advantages when demand surges or when working on-site shifts to working remotely.
3.Self-service is key.
Implementing self-service is a no-brainer, regardless of the complexity of your business. Consumers love convenience, and 88% of consumers expect brands to offer self-service solutions. From an organization’s side of the coin, self-service presents significant cost savings, making it too big of an advantage to ignore.
4. Lean into automation and AI.
Automation plays a significant role in the pursuit of better, more streamlined healthcare by making experiences more personal. Humans are not one-size-fits-all, especially when it comes to healthcare, and consumers want more personalized experiences. According to CVS 2022 Health Care Insights, consumers want experiences that cater to their needs, and they value deeper and more meaningful relationships with their primary care physicians and other providers.
Automation and AI can help merge a tailored digital and physical CX through personalized scheduling, notifications, appointment reminders, triaging with chatbots, and then scheduling them to see their provider face-to-face for further consultation and treatment.
5. Leverage CX experts.
No health system has access to a complete set of digital transformation tools. And the key to success with digitalization is having the right tech tools that not only work properly but enhance life for people, which requires careful research, planning and implementation led by experts.
Consider using the expertise of CX management partnerships. You can use their know-how as digital-first experts with deploying genuine solutions and managing cloud-based contact centers, operations and human resources.
Merge physical and digital experiences
Many healthcare leaders are focused on holistic case management to improve equity and improve health outcomes. Integrating the online and offline healthcare worlds should be on your agenda, with a focus on ensuring a low-effort, seamless journey for healthcare consumers.
To do this, implement strategic technologies that will work together to guide consumers along a digital and physical healthcare journey.
To learn more about ways to improve your organization’s CX in the future, read the Foundever® best practice guide “Healthcare reimagined: How to build a CX for the future.”
