Consumer Experience Transforming the Healthcare...Loyal, Piedmont Healthcare Reduces Billing Contact...

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Transforming the Healthcare Consumer Experience EBOOK

Transcript of Consumer Experience Transforming the Healthcare...Loyal, Piedmont Healthcare Reduces Billing Contact...

Page 1: Consumer Experience Transforming the Healthcare...Loyal, Piedmont Healthcare Reduces Billing Contact Center Customer Wait Time by 85% With Guide, 2018 Forrester. (2015, October 19).

Transforming the HealthcareConsumer Experience

EBOOK

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central focus for healthcareproviders today is improving theconsumer experience. In fact, 94% ofhealthcare CEOs¹ are makingtechnology investments to better thepatient experience, and for goodreason. According to a recent surveyfrom Cedar, 41% of consumers² wouldstop going to their healthcare providerover a poor digital experience. Evenmore so, consuming-facingtechnologies outpaced provider-focused tools with $4.2B over 514deals versus $3B over 264 deals.³  Which begs the question, with theamount of investment dollars andinitiative from healthcare CEOs intotransforming healthcare into a moreconsumer-centric experience, whichconsumer-focused technologysolutions should be prioritized?  For healthcare providers, the focusshould be to implement solutions thataddress these five areas:

Access and Convenience Communication Portals Dynamic Provider Search Transparency Analytics

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AThis eBook is for healthcareproviders and health systemleaders, technology decisionmakers, and digital expertslooking to transform theconsumer experience

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Technology Solution 01

onsumers expect access and convenience and self-service optionswhen it comes to scheduling appointments online. This option is nolonger a “nice-to-have” on a health system website, it’s a necessaryfeature that consumers expect. A survey by Accenture found that70% of GenX and Millenials⁴ stated the ability to book, change, orcancel appointments would increase their likelihood of choosing aprovider. Online appointment scheduling equates to large revenueopportunities for healthcare providers, with the revenue potentialvalued at nearly $3.2B.⁵ Considering 43% of appointments arescheduled outside of business hours⁶, 24/7 availability is anopportunity for additional revenue flow that a health systemoperating only during regular business hours will miss out on.  

Provider websitesneed to include:

Access and Convenience

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Self-Service Access

24/7 Availability

Online Scheduling Access

Seamless Website Navigation

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Key Stats f contact centers are the onlyavailable option for patients,abandonment rates due to wait timesis undoubtedly an issue - and thosetimes don’t even have to be long. Ifthe wait time is longer than a minute,60% of consumers are likely to notwait for a live agent.⁷ Providingalternatives to contact centers isproven to reduce hold times.  

Traditional Access Points

While industries like retail and finance have embraced self-serviceoptions for consumers, healthcare providers need to prioritizeaccessible and convenient online scheduling solutions in order toprovide a more consumer-centric experience.

Piedmont Healthcarereduced wait times 85% forcustomers using live chatversus customers usingphone.⁸

70of GenX & Millennials statethe ability to book, change,and cancel appointmentsonline is important.  

60of consumers are notwilling to wait on hold formore than a minute.

43of appointments arescheduled outside ofbusiness hours.

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Technology Solution 02

f health systems aren’t providing a modern search experience andsolutions for consumers to find immediate answers to their mostpressing health questions, then health systems are not onlynegatively impacting the digital patient experience, but also theirbrand. Consumers are likely to abandon a website if they can’t findwhat they need, and 68% of consumers who bounce back to searchengines⁹ because of a poor site search experience are likely to neverreturn to that site.  If site search is the primary tool for website navigation, then healthsystems are not communicating the way consumers actually search.Considering 50% of search queries are 4 words or more¹º, onesolution that can address this shift in consumer search behavior isconversational AI solutions that can process natural languagequeries, like our chatbot, Guide.

Communication Portals

Our research indicates thathealthcare consumers usebetween 5-13 words when theycommunicate with a chatbot.Enhancing the digital patientexperience requirescommunicating how healthcareconsumers communicate, andproviding a modern searchsolution that utilizesconversational AI will enhancethe overall digital patientexperience.¹¹

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Vertical: Number of ConversationsHorizontal: Word Count

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Technology Solution 03

onsumers today expect to find what they need anytimethey want. In retail, finding the perfect pair of shoesrequires a simple search and the results align with theconsumer’s needs. For healthcare consumers, that meansfinding the right provider, at the right time with a dynamicprovider search solution.  If a health system relies on simple keyword matching fortheir provider search results, then consumers who don’tuse the exact keywords are left with inaccurate results andwithout the right provider.

Dynamic Provider Search

Connecting with the right providerrequires a robust taxonomy library(collection of related healthcarekeywords) and connecting thattaxonomy with related entities likeprovider location, acceptedinsurance, and a physician’savailability. When provider searchcombines all of these factors intheir results it ensures patientsfind the physician they need atthe time they need it.

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Technology Solution 04 Transparency and Insight

onsumers rely on reviews toinfluence purchasing decisions likewhat clothes to buy and whichrestaurants to frequent. Healthcareproviders need to provide that samelevel of transparency. After all, patientsare trusting physicians with theirhealth, and consumer feedback andreviews allow patients to makeinformed healthcare decisions.

Reviews also have the added benefit ofimproving organic search rankings onGoogle, which is critical to driving newpatient acquisition since 77% of patientsuse online reviews as the first step infinding a doctor (per Software Advice). Infact, Columbus Regional Healthexperienced a 94% increase in newusers and a 88% increase in organicsearch results after implementingLoyal’s data publishing platform,Empower.¹²

If health systems want to align their consumer experience with hownew patients search and evaluate healthcare decisions, thenproviding a transparency platform that increases online searchabilityand posts patient reviews is imperative.

Consumers Expect

Patient Reviews

Verified patient reviews allowspotential consumers insight intophysicians

Physician Star Ratings

Star ratings increase patient visibilityinto previous patient experiences

Reviews Provide

Increased organic searchresults

Increased new patientacquisition

Deeper insights for consumers

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Technology Solution 05 Analytics Platform

ntent marketing is redefining how healthcare markets target andpersonalize the digital patient journey. But understanding consumerintent requires more than just website analytics and analyzing searchqueries. An analytics platform that can provide actionable insightsfrom complex conversational data and online consumer behavior iscritical to understanding how patients arrived on a health systemwebsite and the steps in between that led to a conversion.

To deliver content and personalization to consumers at the precisetime, health systems need to leverage data for actionable insightsfrom sources like:

Conversational AI platforms

Website analytics

Google keyword queries

Health systems canuse the data to thenimprove the onlinejourney byidentifying contentgaps on thewebsite andlocations whereconsumers drop off.

Track Website Conversions

If there are certain pages where consumers continuously search fordownloadable forms like pre-appointment forms, health systems canincorporate dynamic workflows in their chatbot platform. Eachconversion translates to consumers finding what they need, and healthsystems understanding the consumer’s intention for visiting the website.

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Transforming the HealthcareConsumer Experience ransforming the healthcare consumer experience doesn’t boildown to a single solution - it requires a variety of solutionscoalescing. However, to get the maximum effect out of all of thesesolutions, the foundation that manages all of these technologies andthe data that powers them needs to be centralized, structured, andable to manage information at scale.

Aggregating and enrichingyour health system data,like with Loyal's dataplatform Connect, ensuresthat all of these relatedsolutions operate togetherto transform the healthcareconsumer experience.

Influencing consumer behavior and gaining patient loyalty cannot beachieved with siloed solutions. It requires a complete healthcareconsumer platform with structured data and solutions that work togetherto enhance the consumer experience starting from the initial search, toscheduling an appointment online, to publishing patient feedback, all theway to actionable insights and analytics for the healthcare provider.

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SourcesCastellucci, M. A. (2018, September 15). Health systems focus on patient-centered care asconsumerism takes hold . Retrieved October 24, 2019, fromhttps://www.modernhealthcare.com/article/20180915/NEWS/180919978/ceo-power-panel-health-systems-focus-on-patient-centered-care-as-consumerism-takes-hold. 2019 Healthcare Consumer Study . (2019, October 1). Retrieved October 24, 2019, fromhttps://cdn2.hubspot.net/hubfs/5672097/ContentAssets/2019_Whitepaper_PatientSurvey/Patient_Survey_Exec_Summary_Final.pdf. Boone, C. P. (n.d.). The Growing Use of Consumer Analytics in Healthcare. Retrieved October 24,2019, fromhttps://static1.squarespace.com/static/573a188740261dc86d93cf71/t/5a662d118165f57085888189/1516645723575/Chris Boone.pdf. Accenture Consulting. (2019, February 12). Accenture 2019 Digital Health Consumer Survey.Retrieved from https://www.accenture.com/_acnmedia/PDF-94/Accenture-2019-Digital-Health-Consumer-Survey.pdf#zoom=50. Accenture . (2013, September 1). Accenture Consumer Survey on Patient Engagement . RetrievedOctober 24, 2019, from https://www.accenture.com/t20150708t033734__w__/us-en/_acnmedia/accenture/conversion-assets/dotcom/documents/global/pdf/industries_11/accenture-consumer-patient-engagement-survey-us-report.pdf. Maheshwari, P. (2017, May 31). Patient Access and Engagement Insights from Two MillionAppointments. Retrieved October 24, 2019, from https://www.beckershospitalreview.com/healthcare-information-technology/patient-access-and-engagement-insights-from-two-million-appointments.html. Talkdesk. (2015). Call Center KPI Benchmarks by Industry. Retrieved October 24, 2019, fromhttps://www.talkdesk.com/resources/infographics/call-center-kpi-benchmarks-by-industry/. Loyal, Piedmont Healthcare Reduces Billing Contact Center Customer Wait Time by 85% With Guide,2018 Forrester. (2015, October 19). Google-ize Your Site-Search Experience. Retrieved October 24, 2019,from https://www.forrester.com/report/Googleize Your SiteSearch Experience/-/E-RES124541. Whitney, M. A. (2015, October 5). 8 Super-Fascinating Digital Marketing Stats Revealed at SMX East.Retrieved October 24, 2019, from https://www.wordstream.com/blog/ws/2015/10/06/smx-east. Loyal, How Healthcare Consumers Communicate With Chatbots, 2019 Loyal, Columbus Regional Health's Physician Profile Page Traffic Surges With Empower, 2019

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