Posted By Mercury Healthcare (formerly Healthgrades) on 01/25/2020

What Is Consumer Experience In Healthcare?

What Is Consumer Experience In Healthcare?

Definition:

Consumer experience in healthcare is how a patient perceives your hospital or health system based on their online and in-person experiences. 

Companies like Amazon and Apple have thrived in the twenty-first century by providing top-notch experiences that reliably anticipate customer needs - and deliver. Those same expectations are spilling over into healthcare.

Unfortunately, healthcare providers are not yet delivering, leaving the door wide open for disruption. Industry expert Denise Lee Yohn wrote about this dynamic after experiencing her own frustrations finding an in-network doctor, filling out her address on several different forms, then waiting for a very long time to see a healthcare provider. 

A few years ago Yohn might not have given the inconveniences much thought but she now sees her experience falling well short of what she receives from every other company or organization she interacts with. Except maybe the U.S. Postal Service and the Internal Revenue Service, she explains.

Nobody wants to be compared to the IRS.

So how do you innovate and deliver a superior consumer experience to patients like Denise? How do you cultivate stickiness among your consumers so that they trust and rely on you and never want to go anywhere else? This requires a deeper understanding of your consumers, says David Betts, principal, and leader for Customer and Digital Transformation for Health Care Providers at Deloitte Consulting.

1. Collect customer data

Without collecting customer data, you are blindly guessing at what consumers want and what will succeed. You need a strategy and platform on which to create a persistent, unified source of customer truth throughout a healthcare system.

2. Leverage artificial intelligence tools

Artificial intelligence tools play a crucial role in revealing the greatest opportunities within your specific audiences. AI can help you understand segments of your population and what kinds of experiences work best to attract and keep them. A customer data platform (CDP) combines all these tools in one centralized dashboard and serves as a conduit that delivers actionable insights based on the data you have gathered, and by applying advanced analytic tools such as AI.

3. Create a stellar digital experience

Marketing teams in healthcare organizations such as yours can no longer deliver static consumer experiences, they can't be the IRS. They need to deliver stellar digital experiences that are informative, deliver value and convenience and the information consumers want, all in real-time. CDPs allow you to do just that. They empower you to leverage data in the right context to the right consumer at the right time, leading to more conversions from casual visitors and opening the door to greater revenues.

By innovating on the healthcare consumer experience, especially with strategies specific to your own audience, you can stave off the disrupters at the door, develop stickiness with your consumer base, and achieve a workable return on your CDP investment.


The original version of this page was published at:  https://partners.healthgrades.com/blog/fundamentals-of-consumer-experience-innovation