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4 healthcare CX strategies for fostering patient trust

Amidst unsettled economic trends, healthcare consumerism and customer experience have taken center stage, with providers and payers striving to foster loyalty and remain competitive.

Ron Romanik

As we navigate through 2023, the healthcare industry faces a multitude of challenges, including economic uncertainty and the lingering effects of the pandemic. Although the World Health Organization has officially declared that COVID-19 is no longer a public health emergency, it has undeniably left its mark on the landscape of healthcare customer experience (CX).

Amidst these unsettled trends, healthcare consumerism and customer experience have taken center stage, with providers and payers striving to foster loyalty and remain competitive. Let’s explore a few more nuanced aspects of healthcare consumerism, exploring the significance of improving CX and the strategies that can help providers and payers meet the evolving expectations of healthcare consumers.

Strengthening patient trust in the age of digital vulnerabilities

With digital transformation comes increased risks. According to the HIPAA Journal, there has been a 40% increase in data breaches in the healthcare sector this year compared to last. This uptick in data breaches not only erodes patient trust but also highlights the need for stringent cybersecurity measures in the healthcare industry.

Among the most significant data breaches reported were those involving tracking codes on websites that collected individually identifiable visitor data. This information was transferred to third parties, such as Meta (Facebook), Instagram, and Google, without obtaining proper consent. In addition, ransomware attacks and phishing incidents targeting healthcare organizations remain a significant threat, with some malicious actors now focusing on stealing data strictly for extortion.

To address these challenges, healthcare providers and payers must invest in robust cybersecurity measures and establish protocols to safeguard patient data. By doing so, they can not only protect sensitive information but also maintain the trust of their patients in an increasingly interconnected and digital world.

4 strategies for enhancing healthcare CX in 2023

As we forge ahead into 2023, healthcare organizations must adapt to the evolving landscape by implementing multi-layered strategies to enhance the patient experience. In the pursuit of providing exceptional healthcare CX, four key approaches have emerged as essential for success:

1. Adopt a modern consumer-centric approach

By prioritizing the needs and preferences of patients, providers and payers can ensure that their services are tailored to meet individual requirements. The utilization of AI-driven real-time assistance has shown to be a significant factor in influencing brand perception and loyalty across different generations.

According to a 2023 study published by Statista, 48% of respondents stated they would interact with AI more frequently if it made their customer experience with a brand more seamless, consistent, and convenient. Integrating AI-driven solutions can help healthcare providers and payers prioritize the needs and preferences of patients. They can tailor their services to meet individual requirements, subsequently fostering trust and loyalty across diverse generations.

2. Embrace a sophisticated digital ecosystem

The integration of advanced digital solutions, including telehealth, online appointment scheduling, and patient portals, can revolutionize the healthcare experience by streamlining processes and offering seamless patient interactions. One key element in this digital transformation is the adoption of Internet of Things (IoT) technology, which encompasses a diverse range of devices equipped with sensors that facilitate data exchange with centralized networks and even among devices themselves.

IoT devices, such as voice-activated assistants, smart appliances, and connected healthcare equipment hold immense potential to significantly enhance the customer experience in healthcare. By leveraging the power of IoT technology, healthcare providers and payers can create a continuous feedback loop that not only leads to a more responsive and personalized patient experience but also drives innovation in care delivery.

In the rapidly evolving digital landscape, healthcare organizations must adopt a forward-thinking approach, embracing sophisticated digital solutions that harness the capabilities of IoT technology. This will enable them to deliver a superior customer experience, catering to the increasingly complex needs and expectations of today’s healthcare consumers.

3. Foster meaningful patient engagement:

Meaningful patient engagement is crucial in today’s highly connected world where patients increasingly expect richer communication, information accessibility, and personalized advice. Healthcare providers must adapt and innovate by embracing new technologies and methods of communication across a number of channels. Payers and providers can promote meaningful engagement by adopting a mobile-first patient experience, harnessing automation for patient satisfaction, transitioning to smart technologies, addressing social determinants of health, and embracing interactive platforms.

Additionally, providers should focus on closing knowledge gaps and incorporating real-time feedback tools to create a sophisticated, modern patient engagement. By implementing these strategies, healthcare organizations foster stronger connections and trust with their patients, ultimately driving better outcomes and higher satisfaction.

4. Outsource critical CX functions

The strategic decision to outsource CX functions can provide healthcare providers and payers with the opportunity to optimize their resources, streamline labor and operational costs, and elevate the overall customer experience. By delegating CX responsibilities to specialized external partners, healthcare organizations can concentrate on honing their core competencies while benefiting from the expertise of these partners in fostering patient satisfaction. In this manner, outsourcing CX creates for a symbiotic relationship that enhances the patient journey while allowing healthcare entities to focus on providing exceptional care.

Harnessing the power of Patient-Generated Health Data (PGHD)

In the realm of contemporary healthcare, the significance of data in guiding decision-making processes cannot be overstated. Patient-generated health data (PGHD) has emerged as a vital resource with the potential to refine healthcare outcomes, individualize treatments, and augment the patient experience. To truly maximize the value of patient health data, healthcare organizations must adopt a multifaceted approach.

This encompasses harnessing the power of sophisticated analytical techniques, such as artificial intelligence (AI) and machine learning (ML), to glean invaluable insights from PGHD that would be difficult to attain through conventional methods. PGHD paves the way for tailored treatment plans, uniquely designed to cater to each patient’s distinct needs and characteristics.

Physicians can utilize a patient’s genetic data to ascertain the most effective treatment for a specific condition, while behavioral data can be employed to pinpoint interventions most likely to foster behavior change. PGHD also serves to elevate the patient experience by offering personalized recommendations, streamlining communication with healthcare providers, and bolstering care coordination.

PGHD can be utilized to conduct research that informs the development of novel treatments, optimizes healthcare policies, and expands medical knowledge. By embracing a sophisticated approach that capitalizes on advanced data analytics, personalized treatment plans, enhanced patient experiences, and research initiatives, healthcare organizations can unlock the full potential of patient-generated health data and position themselves ahead of the curve.

Evolving healthcare CX: A path to success and resilience

The rapidly changing healthcare landscape demands that providers and payers adopt innovative strategies to remain competitive. Prioritizing healthcare consumerism and customer experience can cultivate trust, loyalty, and satisfaction among patients, ultimately leading to enhanced financial performance and growth. As healthcare continues to progress and new challenges arise, bold and imaginative solutions will be vital for engaging patients and ensuring success in the industry.

By comprehending the intriguing nuances of contemporary healthcare CX, providers and payers can better serve their patients and forge a more sustainable business model. Concentrating on patient needs, embracing digital solutions, actively engaging with patients, and contemplating CX outsourcing are all potent strategies that can dramatically elevate the patient experience. The crucial message for healthcare organizations is that investing in customer experience and anticipating healthcare consumerism trends are indispensable for lasting success and resilience amid ongoing challenges and market disruptions.

Find out more about choosing a business process outsourcing partner in the Insanely Honest Guide to Outsourcing.

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