Building a patient-focused digital platform.
“When executed well, [digital] initiatives can achieve substantial, near-term SG&A cost savings and give payers a much more solid footing from which to face the future.”
For instance, a payer can use advanced analytics to predict when human intervention would keep someone from getting lost in auto-enrollment. Results from a McKinsey Consulting study show the promise of digital technology to overhaul the individual sign-up process. Thanks to digital automation, the process had significantly fewer steps than their previous models. The advanced analytics also flagged prospects who needed human help to finish their enrollment. The results were impressive — overall spending on customer sign-up was lowered by 30 percent to 50 percent.
With savings like this in a key business area, you’ll be able to invest in customer care, marketing to increase volumes, or other business priorities.
.According to a recent presentation given at Adobe Summit, Kaiser’s marketing team has created an audience segment in their experience platform specifically for new members. This lets them track new members’ behaviors with an integrated analytics tool to see which parts of the site they’ve visited, then drive awareness of self-serve features and services available that they may have missed.
“We are driving feature awareness with our new customers. It’s important that they know right away that they can refill prescriptions or book appointments online,” says Spragins.
“You need to think of your customers as users, not devices. We’ve implemented ID syncing so we know who a person is regardless of what device or app they use to access our system,” says Spragins. “This allows us to target in the digital space based on what is happening in the offline world.”
One example of this in action is patients with chronic conditions who frequently call into the pharmacy for drug refills. The healthcare company can create a segment of these patients and run targeted campaigns that remind them of the self-service option when they log in. Most users want to do administrative tasks whenever and wherever they want — from their mobile phone, tablet, or computer — so driving awareness of these features improves both the patient experience and operational efficiency.
Similarly, digital forms and signatures can also ensure that patients aren’t filling out the same documents repeatedly.
Take ConnectiveRx. Their health communications network reaches more than 800,000 prescribers, 77,000 pharmacists, and approximately 190 million patients. They recently implemented a digital foundation that allows them to communicate seamlessly with their ecosystem of providers and customers in an automated, consistent, and customizable fashion. The biggest benefit is sending communication with the right message to the right people, rather than just blanketing their database of millions with generic emails.
They’re also able to send mission-critical information more quickly. As providers of the venerable Physicians’ Desk Reference, ConnectiveRX sends out information on all drug updates to subscribers. Using their new digital platform, they segment audiences by interest and send this information out proactively every month through email, mobile app, and direct mail. It all goes through the same system, with one central repository for approved content. Not surprisingly, they’ve been able to increase their volume of communication.
“One of the things that we were very concerned about was how much personnel it was going to take to manage the new system,” says David Weatherbee, senior director of communications and database at ConnectiveRX. “But our digital foundation has allowed us to keep a stable workforce while our volume of communications has more than doubled. This year, we’re going to double again. We’ll have a 400 percent increase in volume, but we’re able to manage it with the same team.”
“Our digital foundation has allowed us to keep a stable workforce while our volume of communications has more than doubled.”
.Furthermore, an integrated workflow for content creation and approval may also reduce legal and regulatory approval cycles, and ease the burden of compliance. For example, you could automate replacing or deleting content that must be changed due to regulatory actions. Medical device manufacturers frequently face these challenges as their products evolve. An integrated digital foundation could do these updates in a single step, rather than through a complicated and uncertain manual process that could result in costly errors.
Managed services through the cloud are the best way to adjust to the shifting consumer and regulatory preferences of your customers and patients. Philips, a global manufacturer of medical and consumer devices, recently overhauled its digital marketing technology, implementing a unified digital foundation. They chose a cloud solution to remain responsive to growing demand.
“We wanted to move from an on-premises solution to a cloud-based environment, to make sure we could keep up with the scale and capacity we needed for our .com platform,” says Joost van Dun, corporate experience .com manager at Philips.
Make sure you have a process for constantly re-evaluating your customer journeys and improving the self-service experience — as well as your organization’s efficiency gains. As patients use new tools and channels, such as wearables or health social networks, your team should consider adding support.
Kaiser, for instance, said in its recent presentation that it’s looking to add beacon technology and social channels to its digital platform to create an end-to-end customer experience. Many see the promise of linking the Internet of Things with connected medical devices as an exciting way to improve care and efficiency in the future. These advancements could include remote monitoring or integration with other wearables to offer complete patient profiles — wherever they go.
Soon, the distinction between online and traditional healthcare channels will be non-existent, as our providers can know us holistically, as patients — not as a collection of touchpoints or forms. A unified digital foundation — and the organizational changes and processes that accompany it — can help healthcare companies reduce costs and easily scale, so they can focus on their core aim — giving their patients the care they need.
Adobe can help.
Building a digital foundation is critical, especially one that unifies your data analytics, connects with your customers wherever they are, allows you to run campaigns, and ensures regulatory compliance.
Explore how Adobe is helping healthcare digitally transform and scale for the future.
Brittany Chandler and Matt Spragins, “Personalization in Healthcare,” Adobe Summit presentation, May 2017, http://summit.adobe.com/na/sessions/summit-online/online-2017/#17600.
ConnectiveRX, interview by Adobe, March 2017. (information taken from transcripts)
David H. Roman and Kyle D. Conlee, “The Digital Revolution Comes to US Healthcare,” Goldman Sachs, June 29, 2015, http://massdigitalhealth.org/sites/mehi/files/documents/eHealth_Cluster/The%20Digital%20Revolution%20comes%20to%20US%20Healthcare_GoldmanSachs_2015.pdf.
“NHE Fact Sheet,” Centers for Medicare and Medicaid Service. https://www.cms.gov/research-statistics-data-and-systems/statistics-trends-and-reports/nationalhealthexpenddata/nhe-fact-sheet.html.
“Philips Accelerates the Creation of Digital Experiences with Integrated Data and Content,” YouTube video, 3:25, posted by “Adobe Experience Cloud,” July 27, 2017, https://www.youtube.com/watch?v=EaDgVjhs-F0&feature=youtu.be.
“Self-Scheduling Set to Explode in Healthcare,” Accenture Consulting, https://www.accenture.com/us-en/insight-patient-engagement-digital-self-scheduling-explode.