Align the Healthcare Experience Around the Consumer: How an Omnichannel CX Delivers Improved Health Outcomes

In a recent survey Redpoint Global conducted with The Harris Poll on consumers’ and marketers’ perceptions of customer experience 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 encompassing a through customer understanding, healthcare polled first.

The gap between reality and expectations can partly be explained by the all-too common frustrations of a healthcare journey – confusing processes, difficulty scheduling appointments, long wait times, and providers/insurers lacking up-to-date, accurate healthcare consumer data. In a survey Redpoint conducted with Dynata, 54 percent of consumers surveyed said that providers and insurers lack contextual information necessary for providing a personalized healthcare experience, with 71 percent reporting poor overall experiences.

The root cause of frustrations with the healthcare experience can be attributed to siloed data, siloed processes and siloed business functions where various stakeholders in the health of a consumer may have different strategies, or different financial incentives, for promoting better health outcomes. At the very least, the various healthcare organizations lack a single view of the healthcare consumer that is a requirement for delivering a seamless experience across channels that reflects a thorough understanding.

Put the Healthcare Consumer First

At Redpoint, we believe there is a better way to meet healthcare consumer expectations for a consistent experience. The path forward is the adoption of a healthcare consumerism model, one that recognizes the consumer as being in control of the experiences that encompass a holistic healthcare journey, across all physical and digital channels.

Gartner frames the healthcare consumerism model as three distinct generations of consumer engagement, laying out a roadmap for healthcare organizations to advance to a customer-centric state. In Generation One – where most healthcare organizations are today – organizations use customer data to optimize one or more consumer journeys. This initial phase is more a mindset shift – a recognition that putting a customer at the center of the experience requires determining a use case, breaking down entrenched siloes, and beginning to coordinate engagement across two or more channels. Generations Two and Three advance an organization’s readiness to put the customer at the center of a holistic journey, first across an entire organization and then across an entire healthcare ecosystem.

A Single View of the Healthcare Consumer

The Redpoint rgOne customer experience platform was designed to help companies deliver an omnichannel customer experience by providing a single point of operational control over data, decisions and interactions. For healthcare organizations, rgOne is purpose-built to advance organizations along the three stages of consumer engagement.

Lucerna Health, for example, uses rgOne to further a value-based care (VBC) operating model that integrates data, analytics, processes and services into a single end-to-end platform to improve efficiencies, lower costs, and deliver better health outcomes. As opposed to a fee-for-service system, a VBC approach provides payers and providers with financial incentives for better health outcomes.

Redpoint activates Lucerna’s VBC healthcare data and analytics system via the rgOne platform to deliver personalized omnichannel patient experiences. Use cases include delivering messages in a consumer’s preferred channel and leveraging provider operational sensitivity that gives payers real-time access to a provider’s services ability and capacity.

Coordinated Care with an Omnichannel CX

Other clients using rgOne include a world-renowned healthcare provider treating patients with chronic conditions. With nearly 100 years of expertise, the provider wanted to leverage its extensive experience to help patients with individualized treatment plans along the entire healthcare journey – from diagnosis, care plans, appointments, education, communication, etc.

The provider understood that by designing hyper-individualized treatment plans, it could more effectively answer patients’ questions, help reduce stress and anxiety associated with fighting a chronic condition and, ultimately, deliver better outcomes by keeping patients engaged in an end-to-end health plan across the journey – from the moment of diagnosis or even before, to current patient to post-patient, which for many could be a lifelong treatment plan.

Having a single view of the healthcare consumer through rgOne is instrumental to delivering this type of holistic experience. Is the patient genetically pre-disposed to a certain chronic condition, for instance, and how might that determine educating the patient about what to expect?

Because rgOne provides a single operational platform, the provider coordinates care across an extensive provider network. With every provider, lab, testing facility, clinic, specialist and other caregivers having a real-time awareness into a patient journey, the patient experience becomes as frictionless as possible.

Not only does a patient knows what to expect at every stage of the journey, but communication and education are optimized and delivered by channel preference, as well as optimized in the cadence of a unique journey. Based on the latest visit, for example, would the patient benefit more from a video, a phone call, or a telehealth consultation? Does an immediate family member help direct care, and what is the next-best action for that caregiver?

At the heart of it what we’ve done is connect the pieces of the consumer/patient journey. These independent points used to be siloed. Now all the points of the journey are monitored and visible through rgOne.

VP Maketing Platforms & Analytics, Non-Profit Healthcare Organization

 

Coordinated care is about the patient (pre-patient, patient, post-patient) experience as much away from the hospital as inside. It’s about the healthcare organization providing a branded experience that communicates with the patient with a consistent voice throughout the entire journey. With the understanding that a chronic diagnosis is a life event, the provider sought to eliminate as much of the confusion, anxiety and uncertainty as possible, and rgOne helps them do it with a single point of operational control that provides that single voice.

One interesting aspect of this use case is that it really has little to do with marketing outreach. While marketing is certainly a part of it – when to send an email, an SMS, appointment scheduling, etc. – at heart the use case for having a single point of operational control is simply to provide a better experience. Anyone who has ever coped with a chronic condition can attest to the relief one feels from having a dedicated caregiver in your corner who seems to always have the right information and make the right recommendations. Better health is certainly the top priority, but reducing the stress that comes from coping with a chronic condition is also key.

Driving a World-Class Healthcare Experience

Another Redpoint client is a non-profit healthcare provider with an extensive network of caregivers and healthcare facilities. With a mission to deliver a world-class patient experience, the provider partnered with Redpoint to help it move from a doctor-centric to a consumer/patient-centric model.

A “Healthcare 2.0” initiative led by the CMO looked to completely revamp how the organization engaged with the healthcare consumer, beginning with how it even found consumers looking to access care, and how it matched them with the right provider.

Before partnering with Redpoint, its brand marketing efforts were typically not personalized. It relied heavily on billboards, for instance, and other methods that made it difficult to prove ROI and demonstrate value.

Using rgOne, the provider sought to move lower down the marketing funnel, switching from mass media outreach and difficult-to-measure campaigns to highly personalized, relevant and measurable campaigns, increasing spend efficiency by targeting much smaller groups of potential at-risk healthcare consumers.

“To do this, we knew we had to leverage data, and give marketers access to first-party patient data to build out those campaigns,” says the organization’s VP of marketing platforms and analytics.  “We had an EMR system and financial systems that were completely siloed and couldn’t reconcile data.”

The first step, she says, was to bring all consumer data together, which required a significant mindset change.

“It was a difficult conversation to have, particularly with clinicians and doctors who have a sacred relationship with patient data,” says the VP. “But those disparate siloes prevented us from delivering a unified patient experience. With assurances that the data would be protected, we were able to change that conversation and prove that it would be a net benefit for both the healthcare consumer and providers. Fixing the data problem creates value for everyone in the organization, and it aligns with our mission and our values of providing that world-class patient experience.”

A Single Platform, An Improved Experience

By targeting a smaller audience with personalized messaging, the provider can better predict the likelihood of care for a specific diagnostic use case. Rather than use a billboard, for instance, the provider targets a much smaller audience of potential patients who may need a knee replacement in the next six months, and engages with that audience in a targeted fashion enabled by a single customer view.

“The platform connects the right consumer with the right message at the right time,” she says. “It’s all HIPPA compliant, it’s targeted, relevant, personalized, faster and it’s at scale.

“At the heart of it what we’ve done is connect the pieces of the consumer/patient journey. These independent points used to be siloed. Now all the points of the journey are monitored and visible through rgOne. They’re all connected. Even if you’re anonymous and you visit the website, that data becomes visible over time to create a view of an individual consumer. The model now has the patient at the center of the experience.”

For more information about how Redpoint helps healthcare organizations deliver personalized omnichannel experiences that drive better outcomes, visit Redpoint for Healthcare on LinkedIn, or request a demo at the Healthcare homepage on redpointglobal.com.

Related Content

The Data-Driven Acceleration of the Consumer Healthcare Journey

To Be More Effective Closing Care Gaps, the Healthcare Industry Needs a Single View of the Consumer

Take a Data-Driven Approach to a Consumer’s Healthcare Journey

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