As consumerism continues to affect the healthcare field, patients are taking an increasingly active role in the decisions being made surrounding their health. According to research by McKinsey, one way to promote patient loyalty is to better understand individual preferences and provide a more personalized care experience. Highlighting the importance of patient experience can be a key differentiator for healthcare providers.
Patient and provider experiences are linked
The Virtuous Cycle is the belief that Customer Experiences and Worker Experiences are intrinsically linked; if workers are happy (or unhappy), their customers will be as well. This happy workers = happy customers concept can be applied to any industry. In the healthcare field, workers are represented by nurses, doctors, therapists, administrators, patient support personnel, contact center agents, etc. While customers are patients and their families.
Care is complicated. At any one time, a patient can be engaging with their primary care physician, specialists, nurses, pharmacists, caregivers, medical device companies, and their insurance company. The experience of juggling appointments, medications, equipment, and bill paying can be daunting for patients and their families. That experience is only compounded when the patient also has to deal with providers who don’t have a comprehensive understanding of their medical history and current needs.
On the worker side, healthcare professionals who are working with disconnected or incomplete data become frustrated, as they spend precious time looking for information — time that could be spent focused on patient care. Putting technologies and processes in place to give providers greater access to information will enable a more cohesive patient experience.
Accelerating innovation, humanizing the experience
At Dreamforce 2017, Appirio and Ashfield, a global leader in outsourced healthcare services, presented their approach to successful patient support programs. Their mission is to improve lives by helping healthcare professionals and patients get the medicines, knowledge, and support they need. And they’re able to accomplish this with the help of a single, integrated platform — Salesforce Health Cloud.
An industry like retail has been using Customer Relationship Management (CRM) platforms for years to understand and track customer preferences and histories. According to Salesforce, “Health systems that seek to deeply understand and connect with patients in a similar way use CRM to help deliver this same caliber of engagement and personalization with great results.”
The healthcare industry has been moving away from the solo practitioner model, due to the increased specialization and options of modern care. As the number of providers and suppliers patients interact with increases, collaboration between these parties is key. “When each member of the care team has visibility into clinical information and access to colleagues, healthcare works better, money is saved, and patients are happier.”
At Appirio, we have a unique position in the healthcare marketplace, helping mission-based care organizations and institutions innovate quickly while helping humanize the experience for both practitioners and patients. Check out how we’re helping automate and simplify medical device and supply order management with our brand new Lightning Bolt solution.