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AN OMNICHANNEL APPROACHFOR HEALTHCARE PROVIDERS John EdwardsVice President, Healthcare Solutions & Consulting Georgi BilyukovAssociate Director, Digital Experience Platforms 1 CONTENT INTRODUCTION Healthcareispersonal—thereisnoonesizefitsall—and today’s patients expect more from theirhealth systems. With the explosion of mobileapps, email, social media, and text messagingavailableintheretailandfinancialindustries,many provider organizations are using thesechannels to engage with patients. To bridge the gap toward more personalizedand patient-centric communication, providerorganizations are moving to an omnichannelcommunication strategy. Omnichannel is not accomplished by simplymaking tweaks to existing multichannel models.It’s about shifting to a new model in which teamsbring design thinking, digital engagement,and analytics to deliver the right messageat the right time through the right channelto the right patient. Unfortunately, this multichannel strategy isstalling because each channel is separate andworks independently, creating fragmented,inefficient,andimpersonalexperiences. In this e-guide, you’ll discover the stepsyou can take to enable an omnichannelcommunication strategy: Understand challenges to omnichannelwithin the provider landscape Explore how an effortless omnichannelsolution can benefit your patients Determine where your organizationis on the Digital Transformation Roadmap Take the Digital Maturity Assessment CHALLENGES AND INDUSTRY PAIN POINTS Healthcare provider organizations are faced with new obstacles as they seek to enhance their brand,expand their footprint, and provide high-quality care. Marketing is often at the center of this evolution.Challenges include: Orchestrating personalized connectionsbetween the brand and its patients Maintaining channel and messageconsistency Getting buy-in across the organizationand implementing a cohesive digitalcommunication strategy Harnessing technology to report on—andmake sense of—data PROVIDER ORGANIZATIONSRACE TO KEEP UP PATIENTS EXPECT FAST,FRICTIONLESS, ANDPERSONALIZED DIGITALEXPERIENCES •Barriers around digital transformation arenot a technological problem, but a problemwithculture, mindset, organizationalstructure, and governance. •Patients have access to consumer productsin other industries and77% expectsimilarimprovements in the healthcare industry. •More than one-thirdof patients would bewilling to switch providers to receive moremodern communication. •Most enterprises haven’t unearthedthe fullbreadthofbenefitsfromanalyticsinitiatives.This failure is from lack of skill sets andinefficientdatamanagementpractices. OMNICHANNEL—THE ART OF THE POSSIBLE Controlled from a single digital platform, omnichannel communication creates a seamless, high-qualitypatient experience across all the engagement channels. It provides consistent messaging, eliminatesredundancy, and aligns all communications with a common look and feel. Think of it as a single DigitalFront Door to access the entire organization, one that opens to a landing page with highly personalizedcustomer-centric communication. A true data-based approach to understanding patients is the cornerstone of omnichannel. Usingartificialintelligence(AI),machinelearning(ML),andnaturallanguageprocessing(NLP)allowsproviderorganizations to move in the right direction—step by step—as the data makes patterns easier to see. Dataislikeaflashlightshowingyouthewayinthedark. Key features: Puts the patient at the center of the digitalhealthcare experience Offers personalized engagementanytime, anywhere Creates a seamless experience with allchannels controlled from a single digitalplatform Patient data is stored in a centralized placeand is accessible from all touchpoints Provides AI-driven self-service capabilities Builds organizational data skills and createsdata-driven insights THREE BIGGEST BENEFITS OF OMNICHANNEL 1. PATIENT-CENTERED There is ahigh degree of association betweenpatientexperienceandfinancialperformance.Hospitals with “excellent” Hospital Consumer Assessment of Healthcare Provider and SystemsSurvey ratings achieved on average 4.7% net margins compared to just 1.8% for hospitals with“low” ratings. Patients no longer are bombardedbythesamemessageinadifferentsituation.Patients receive proactive, tailored messagesand easy onboarding. Customer satisfaction goes hand-in-hand withimprovements in desired businessoutcomes. 2. DATA-DRIVEN 92% of largecompanies reported achieving returns on their data and AI investments. The shareofrespondentsreportingatleast5%ofearningsbeforeinterestandtaxes(EBIT)attributabletoAI has also increased to 27%. For omnichannel, patient data is aggregated,contextualized, and made accessible from alltouchpoints so it can be harnessed by AI forself-service capabilities. AI also allows you to track patient activity,enabling you to change the message accordingto their behavior. 3. COST-EFFECTIVE Omnichannelreducessupportstaffworkload