We are now living through a new era in the post-pandemic age; one that’s been coined “the new normal.” Used to describe the long-term consequences of COVID-19, this new phase has brought about: nursing shortages; supply chain issues; and — most often overlooked — changes in healthcare consumer needs when it comes to the patient experience.
A new study uncovers what today’s healthcare consumers are looking for. Over 80% think personalisation is important when it comes to their care plan. Unfortunately, the current patient experience doesn’t reflect this. Providers are working towards a digital-first approach to make the entire experience more convenient. But patient engagement is still lacking the personal touch needed in the industry.
But healthcare providers can change this. By incorporating personalisation into their digital communications, providers can engage patients on their devices, and on the personal level they want. It all adds up to a more streamlined and meaningful patient experience.
Tailor patient experience to every individual
The data shows that patients want personalisation. But with so many touchpoints to choose from, it can be hard for providers to know where to focus their engagement efforts.
A great place to start is patient education — critical for allowing individuals to take ownership over their own care plan. This makes a real difference. Research has found that a mere 45 minutes of patient education can improve outcomes for those with chronic conditions.
Some of the biggest healthcare providers are already taking patient education to the next level with personalisation. During the height of the pandemic, the NHS sent patients with Type 2 diabetes an interactive video sharing personalised tips for taking better care of their health. The campaign was highly successful, resulting in an 86% patient approval rating.
By focusing on the specific steps individuals can take, providers can empower patients to better their health. Over 90% of providers think that interventions positively impact a patient’s ability to successfully follow their care plan.
Make patient navigation frictionless
It’s hard to understate the value of getting patients to the right resources. Patients and providers agree on the importance of coordinated care.
- 64% of physicians believe offering patients access to other professionals to coordinate care has a moderate to high impact.
- 85% of consumers find it important that their PCP is aware of other physicians they’re seeing.
Done right, patients receive the proper care when it matters most. On the other hand, failing to navigate patients to the appropriate resources on time can lead to them taking trips to the ER when it isn’t necessary. This is a costly error for both patient and provider.
Leveraging the right digital tools makes this easy. It will let providers reach patients 1:1 at scale. Here are some examples of this approach in action:
- Let visitors know the estimated wait time for their appointment with an automated text.
- Send patients an interactive video to answer common questions with relevant data and links to their patient portal.
- Share a personalised checklist via email or in-app showing what patients need to bring to a consultation.
Use visuals to add a human touch
A digital-first approach can streamline patient communications. However, it removes in-person touchpoints which are key to humanising the patient experience. How can providers bring back the human touch without adding cost and complexity?
Make it visual. This might be an infographic explaining what to expect for their first appointment; or a GIF with a reminder to fill out new patient paperwork. Videos can be especially helpful as a medium for providers to talk to patients and, in the case of interactive video, for them to respond. It’s a two-way conversation that humanises the digital patient experience. But it is scalable at the same time.
Videos customised for patients have been shown to improve engagement by approximately 10x. A personal, visual approach to patient communication not only delights the viewer, but it also builds stronger connections, essential for a working healthcare relationship.
Engaging patients for the future
Staffing shortages and supply chain issues are hot topics in healthcare right now. But the patient experience remains a top priority. It doesn’t have to be time-consuming or expensive. Take a holistic, digital approach to personalised communications. Tell patients what they need to know (when they need to know it) without overwhelming them with fine print or extraneous details.
Stay human. Even if the medium is digital, the subject — someone’s health — couldn’t be more personal.
This article was co-authored by Idomoo’s VP, Head of Healthcare, Bruce Kennedy, and Yotam Ben Ami, Idomoo CMO.