When we think of patient engagement, we immediately envision efforts to engage the patient clinically to improve outcomes and financially to ensure payments. However, the administrative side of patient engagement is a third critical effort to engage patients meaningfully.
The less challenging the administrative interactions are for a patient, the more highly satisfied they will be with their overall care. Practices must enable a more consumer-centric approach on their patients’ behalf—an approach that encourages communication in the way that individual patients want to be reached—to best achieve administrative patient engagement.
Here are 5 tips for your Administrative Patient Engagement Strategy to improve the overall patient experience.
1. Go mobile
Easy access to our healthcare system through mobile technology platforms will transform the consumer experience and drive changes in consumer behavior, including which providers consumers choose. This approach, therefore, requires extending beyond the focus of developing attentive staff and websites that facilitate communication to build a truly mobile experience. Plainly stated: any great patient engagement strategy will coalesce around the practice’s mobile strategy.
2. Patient portal
The patient portal is the first line of defense for a strong administrative engagement strategy. And while the patient portal has become near-ubiquitous, usage is still low. Practices need to ensure that “adoption” is not the gold standard metric, and they instead need to look more closely at how to increase usage among active patients, including bringing the portal mobile. The portal must additionally offer more than secure messaging and, in many cases, should incorporate the remaining administrative patient engagement tips.
3. Online appointment scheduling
Online appointment scheduling reduces hassle not only for the consumer, but also for the practice, reducing wait and phone times for everyone. It simultaneously cultivates a feeling of patient-centeredness by giving patients more transparency into schedule availability. With the ability to select the most convenient time and likewise reschedule if necessary, online scheduling reduces the no-show rates providing some relief to an issue affecting practice profitability. By integrating online scheduling in lieu of phone-only scheduling, practices are helping to connect patients to care in the way that is most convenient to them.
4. Deploy text messages for key communications
Text messages represent a preferred method of communication for the millennial generation in particular. Unlike many emails, texts are quick to read and their very arrival captures immediate attention. Appointment reminders sent via text messages eliminate staff time spent on reminder calls, but moreover provide the patient with a quick and easy means to confirm or cancel their appointment. With text messages, it is no longer necessary to sit through a long, automated recording with number prompts, or to follow up with a return call to similarly confirm an appointment. Likewise, bill pay reminders sent via text are inexpensive and direct the patient to where they can expeditiously pay their bill online.
5. Online Prescription Refill Requests
Prescription refill requests represent yet another administrative hurdle for the patient; however, it is one that can easily be curtailed by offering prescription refill requests online. The patient can make refill requests at their convenience achieving both time efficiency and privacy even in public places, such as their places of work. Trained nursing staff likewise can spend more time attending to patients in the practice by setting aside time throughout the day to review and sign off on requests.
In summary, minimizing administrative challenges that slow or prevent a patient from engaging in their care will provide clear benefits to outcomes. When a patient can more easily schedule an appointment or message with the practice on their own terms, the patient is more likely to seek the care they need. And fortunately, this win for the patient is also a win for the practice. Improving administrative patient engagement encourages patient loyalty, increases patient visits, increases patient satisfaction and improves the efficiency of practice operations—a win for all.
“Engage your patient.” So important. So many different ways to approach it. Consumerism in healthcare is on a steep climb, yet due to a lack of clarity as to the best approach to patient engagement, many organizations offer a less-than-ideal, far-from-comprehensive strategy to tackle the initiative. Patients are no longer satisfied with a healthcare experience that is riddled with inefficiencies and shrouded in mystery. And baby steps won’t work. Effective patient engagement strategies impact all areas of your organization, and they all must be addressed simultaneously. Consider these five areas:
1. Build your strategy on a mobile platform
Today’s consumer relies on mobile technology for everything from shopping to banking, but healthcare organizations have lagged other industries in reaching the patient with mobile solutions. As more innovative organizations deliver patient engagement strategies using mobile technology, consumers will begin to choose providers based on the ease in communicating with them. The proliferation of mobile platforms in healthcare will transform the consumer experience and drive changes in consumer behavior.
2. Tackle financials early and often
Consumers have more financial responsibility for their healthcare than ever before and are now the nation’s second largest payer. It’s a rapid and dramatic shift, and healthcare organizations can effectively address the challenge through their patient engagement strategy. Consumers want more transparency with regard to the prices of healthcare services, need to understand their responsibility, and welcome the convenience of paying their portion on a mobile device.
3. Embrace mobile clinical innovations
From the habitually healthy to the chronically ill, consumers are more knowledgeable about and actively involved in and their own health status than ever. This trend continues to grow and healthcare organizations must understand and address it. Clinical outcomes can improve by pointing patients to clinical resources that align with your organization, and encouraging them to think about their health and do their own research between visits. Your patient engagement strategy also must embrace advances in virtual care and telehealth.
4. Keep administrative needs at the forefront
Many of your organization’s most repeatable tasks deliver the most salient benefits from your patient engagement strategy. And patients embrace these administrative solutions readily. From appointment scheduling to requesting prescription refills to general office communications, a mobile platform improves patient relations while reducing time spent by your office staff. The number of patients that expect mobile solutions for administrative services will continue to grow, and healthcare organizations can use this trend as a competitive differentiator.
5. Always drive patients to the mobile front door
Identifying the right mobile solutions for patient engagement is an ongoing challenge for healthcare organizations, and it’s not as straightforward as it should be. Tried-and-true technology vendors are not always the ones that have the best solutions. Often it’s new vendors, making the challenge of identifying and sourcing these vendors time-consuming and risky. Commonwealth Health Advisors helps healthcare organizations develop a comprehensive patient engagement strategy and execute it.
Evidence of the accelerating trend toward the true consumerization of healthcare
Patient-centered care. Consumer experience. Patient engagement. Transparency. These now-familiar buzzwords reflect the movement toward consumerization in healthcare over the last decade.
Consumerization, which involves product and service designs and offerings oriented towards the consumer experience, has been occurring in industries from telecommunications and banking to photography and travel. The internet age has led to technology disruptors (Apple, Uber, Airbnb) that have driven change in consumer expectations across all industries.
What does this mean for healthcare? Consumerism in healthcare means that patients are no longer passive recipients of care. They are empowered to take ownership of their health, acting more like customers who can shop around for healthcare options – evaluating cost and quality and choosing based on their personal preferences. With the latest technologies, they now have their health data literally at their fingertips, which allows them to be proactive in their own care.
While regulation and complexity within the healthcare market have slowed the pace of consumerization in the past, a shift has taken place in 2018.
Healthcare model disruption
The shift to a consumer-centric healthcare model has resulted in the development of new care delivery models, such as urgent care, retail clinics, telehealth, and on-demand care.
Vertical integration is increasingly blurring the lines between traditionally separate areas of the industry, as payers acquire physician groups, hospitals set up health plans, and pharmacies make deals with health insurers. Just this March, shareholders approved CVS Health’s proposed acquisition of Aetna, which is now awaiting government approval. This deal has set off a chain reaction of announcements of potential mergers and acquisitions within the industry.
For the past several years, Amazon has been eyeing ways to revolutionize the delivery of healthcare. In 2018, it appears to have jumped in with both feet. Among other widely publicized ventures, Amazon is reportedly experimenting with the hospital supply chain and working on a pilot project to provide medical products and services to patients after they’re discharged from the hospital. In June, the company announced a $1 billion acquisition of the online pharmacy PillPack.
Few companies understand how to engage consumers better than Amazon. With a formidable track record of disrupting major industries, these recent moves are forcing major healthcare stakeholders to take notice.
Patient access and control of personal health information
Patients, as consumers of healthcare, want to be in control of their own health information and transactions. A recent report by NTT DATA Services revealed that consumers expect the digital customer experience for healthcare transactions, such as filling prescriptions and making doctor appointments, to be similar to major online retailers like Amazon, Apple and Southwest Airlines. In fact, 50 percent of respondents said they would change physicians to get a better online healthcare experience.
Digital innovation, via wearables, digital platforms and telemedicine, is finding its way to broader adoption and transforming patients into empowered consumers. Earlier this year, Apple announced an upgrade to its Health app that allows patients at over 65 large health systems to access their EMR data on an iPhone or iPad . In June, Apple opened the Health Records API to developers. According to Jeff Williams, Apple’s COO, this means that “consumers can personalize their health needs with the apps they use every day“.
Patient payment flexibility
Billing is no longer a business-to-business transaction between providers and insurers. Patients are responsible for an increasing portion of the healthcare bill, and they expect the same transparency from healthcare as from their other buying experiences.
A recent HIMSS Analytics survey found that most providers still send paper statements, yet over half of patients prefer to receive and pay their healthcare bill electronically. Not surprisingly, investors are pouring money into startups, like Simplee and Patientco, that provide payment platforms with intuitive interfaces and flexible payment options.
Innovations by self-insured employers
The trend towards employers aligning with insurers or contracting directly with providers to give employees more care options and personalized care experiences appears to be picking up steam. A few recent examples:
- Whole Foods bypassed insurance companies to partner with Adventist Health to deliver a tailored healthcare plan to its employees in Southern California.
- Bind, a Minneapolis-based start-up, sells “on-demand” health insurance plans to employers, which allows members to pay for certain services only when needed.
- In an employer-purchased care agreement, University Hospitals Cleveland Medical Center will provide joint replacement surgery and orthopedic care for Walmart employees and their families.
To top it off, Dr. Atul Gawande was appointed in June to lead Amazon, JP Morgan and Berkshire Hathaway’s new venture aimed at improving healthcare delivery and reducing costs for their employees. The commitment of these three huge organizations and their powerful and well-regarded CEOs is another sign that healthcare consumerization is here to stay.