Last week, Kyruus CEO and co-founder, Dr. Graham Gardner, had the pleasure of participating in a webinar titled “Digitizing the Consumer Healthcare Journey” with Aaron Martin, Executive Vice President and Chief Digital Officer at Providence St. Joseph Health. Aaron and Graham discussed a major problem facing the healthcare industry today: health system’s inability to keep pace with consumer expectations for a digitized patient experience that is transparent, affordable, and available on demand.
Today, many health systems are still stuck in the ’90s, often running on outdated analog methods such as phone, paper, and fax machines to communicate with and engage patients. This results in long wait times, fragmented care, information silos, and opaque and complex pricing. At the same time, health systems are facing major competition from new players, who are capitalizing off of this inability to meet consumer expectations for a more modern patient experience. Big tech companies, disruptors, and retailers are offering the digital access and convenience consumers are willing to switch for, including on-demand access to primary care, immediate treatment for minor injuries and illnesses, and care for chronic conditions and basic wellness.
So how do health systems combat this? To put it simply, by evolving. Here are a few learnings from Graham and Aaron's discussion to keep in mind as your organization looks to lead digital transformation.
Winning online requires a discoverable and differentiated digital front door that allows consumers to discover, navigate, and transact with health systems. Better access starts with better data across access points. Though many health systems have begun the process of digitizing their physician directories and creating multiple access points, they have failed to properly integrate these channels. To truly improve access and enable transaction readiness, health systems must account for the complexity of patient-provider matching. A comprehensive provider directory and multi-channel provider search and scheduling solution help health systems to better align patient, provider, and health system needs.
Additionally, health systems need to unify all modalities and venues of care by offering a single, seamless experience to the consumer, providers, and the health system. Similar to the design of travel and accommodation platforms, this approach allows consumers to find and request care, get “visit ready” through digital registration and payment, visit a care provider in person or virtually, and engage with care through an app.
However, activating your digital front door and uniting the various technologies needed to digitize the patient experience is not always a simple task. Like many health systems, Providence struggled with this. In fact, Aaron noted that stitching together point solutions wasn’t working for them; they did not have brand and control over the patient relationship, and their pricing did not align. To address this problem, Providence began by designing a digital platform that has two major solutions: physician searching/matching and same-day care, which Aaron defined as care that is always available and offers digital self-service, transparent pricing, and multiple care options (e.g., at-home, urgent care, retail clinics, virtual). Early indicators have shown that these methods have driven growth through acquisition, efficiency, and engagement.
To hear more insights from Aaron and Graham directly, including more about how Providence and Kyruus are working to provide solutions to address consumer needs, access the recording here!