The rapid advance towards digitization and consumerization in healthcare means providing patients with a seamless experience through face-to-face, phone, and online contacts.
The finance and commerce industries long ago figured out how to manage huge amounts of sensitive customer data and provide a seamless experience over the phone, online, and face to face.
Christen Castellano, Vice President of Customer Experience Channels at Banner Health, is tasked with facilitating the care of hundreds of thousands of patients. She should talk about her work at HIMSS21.
Castellano is leading the development and launch of a digital health transformation initiative to provide patients and doctors with a modern, company-wide platform through a digital front door.
“The intent improves access to care and convenience for customers and team members,” she said. “By making it easy to find a doctor and schedule online, we’ve made both of these things a lot better.”
She found that research firm Gartner ranked Banner Health 7th for ease of use, and the healthcare system had seen appointments booked online up 92 percent over the past year.
“The increase in self-service scheduling also allows more capacity for populations such as the elderly and the underserved to access personalized appointments over the phone so that the elevator goes through both channels,” she said.
Since all healthcare systems have electronic health records containing hundreds of fields of information for each patient, the most important decision to make is how much of the EHR data is “just enough” for personalized communication without compromising privacy.
At Banner, every patient has more than 1,000 fields in their EHR, she said, but they only feed 14 of those into their customer database and then enrich it with geodemography and transactional data.
She found that the biggest challenge with interoperability is typically with the company’s middleware and the way they subscribe to and publish data in their legacy systems and other applications.
“Our approach is similar to that of the financial industry, which also has confidential and highly regulated data,” said Castellano. “Customers expect and deserve a seamless experience in all industries, including healthcare. That’s why we create digital environments to meet people where they are. “
She said the goal is to serve multiple stakeholders across multiple channels. As a result, the transformation has shaped both organic and inorganic growth strategies for Banner.
“It is also fundamental to the retention and engagement of both customers and employees that are critical to successfully executing our growth plans,” she said. “A robust enterprise-wide digital platform offers patients and team members convenience and connections at scale.”
Christen Castellano will present some best practices for digital front doors during her HIMSS21 session “Creating a Seamless Customer Healthcare Experience Through Digital Transformation”. It will take place on Tuesday, August 10th, from 4:15 pm to 5:15 pm in the Murano room 3201A.
Nathan Eddy is a freelance health and technology professional based in Berlin.
Email the author: nathaneddy@gmail.com
Twitter: @ dropdeaded209
source https://dailyhealthynews.ca/opening-the-digital-front-door-to-a-seamless-patient-experience/
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