Some of the most interesting and compelling opportunities in Healthcare today are enabled through the increased use of data to improve patient and member engagement. The digital experience is a C-level concern in the Healthcare market as organizations recognize how important quality experiences are to retention, engagement and – most importantly — improved health outcomes.
Healthcare consumers are more than the contents of their medical records or claims history. Adding and integrating data beyond these silos lets us create a 360-degree view of not just the patient’s condition, but also their preferences, personal needs, challenges and resources. When coupled with data on health coverage and benefits, we can create rich, valuable experiences that allow patients to become advocates for their own health. However, the goal of a “Member 360” or a “Patient 360” view is broadly stated in the healthcare market, but rarely achieved. Without personalized communication and positive experiences, it is difficult to create the true engagement required to influence health.
Healthcare consumers are more than the contents of their medical records or claims history. There are many opportunities for healthcare organizations to use non-clinical data. A more complete view of patient preferences, actions and needs allows us to better engage, manage and support patient care. This can be especially impactful in managing chronic disease, providing behavioral health services and supporting remote-patient populations.
Most healthcare organizations can benefit from implementing systems that address the following needs.
Identifying gaps in care and improving engagement
Gaps in care are differences between the recommended plan for a patient and what happens in the real world. Patients miss appointments, screenings, specialist referrals or follow-up visits, rescheduling notices may be processed incorrectly and necessary prescriptions may go unfilled. Such gaps create significant risk for the patient and reduces the quality of care while increasing the long-term cost. How do we quickly recognize that the patient is no longer following the optimum path and, through communication and engagement, bring that patient back to the recommended care plan? Two of the largest challenges for most healthcare organizations are identifying and closing these gaps quickly before they impact patient health.
Without a strategy to collect and include all the required data, it’s difficult to identify potential gaps. This is especially important as gaps can result in avoidable human suffering, avoidable admissions and avoidable costs. Small investments in addressing gaps in care at the individual level through communication and engagement can pay big dividends in reduced admissions, improved patient care and reduced total cost of care.
Addressing social determinants of health
Social determinants of health are environmental and social factors that affect a wide range of health outcomes — income, education, access to care, access to food and environmental hazards. Improving access and quality of care for hard-to-reach patient groups is a major priority. For example, telehealth can alleviate some of the burdens encountered when managing chronic conditions such as needing time off, transportation and childcare. Other helpful practices include documenting patient language preferences, identifying language skills of practitioners and providing interpreter services and extending clinic hours and locating clinics close to where people live and work. All of these efforts rely on capturing, analyzing and integrating data beyond the patient record.
Matching needs and programs
Healthcare organizations are integrating patient social support navigators into their primary care teams to help address social determinants of health. Healthcare payers, as well as federal and state social service programs, often offer services designed to improve the health and quality of life of patients with specific needs. These support navigators require data and analytics to match patients with programs. AI and machine learning can provide significant advances in quickly identifying and applying for available services that will contribute to a healthier patient.
Disease management programs for chronic conditions, wellness programs for seniors and personalized health coaching are all opportunities that are improved with engaging, personalized experiences that keep individuals focused on improving health and wellness. Matching individuals with the programs most likely to benefit from them can improve overall satisfaction and loyalty.
Optimizing engagement and communication
All these opportunities rely on creating engaging, ongoing interactions with patients and members. Ultimately, quality healthcare requires patient and member engagement if we are to maximize the quality of life for patients. Personalized communication is at the center of creating engaging dialogs. Patients and members have strong personal preferences in how they want to interact (voice, text, email), and what level and frequency of interaction work for them. Healthcare organizations find that more engaged patients become more empowered activists for the own health and do a better job of complying with care plans. Patient communication management is becoming a strategic priority for all healthcare organizations.
Introducing a better way to engage patients
Experience Platform for Healthcare from OpenText™ gives healthcare providers and payers the tools they need to build engaging, personalized dialogs with patients, powered by advanced analytics and AI to optimize communications.
Find out how Experience Platform for Healthcare Providers and Experience Platform for Healthcare Payers can help improve relationships and outcomes with your patients and members.
