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By Alan Hughes, President of Healthcare and Life Sciences, NTT DATA Services
The retail sector caters to customers’ evolving digital wants and needs to create an enhanced experience that has now become an expectation rather than a luxury. Its focus on the digital dynamics between buyers and sellers has transcended the way consumers traditionally make purchasing decisions. As a result, today’s consumers are demanding digital experiences that reflect the ones they’re accustomed to from retailers.
What should healthcare companies do to meet this new demand?
Act like retailers.
According to recent research by NTT DATA Services, U.S. healthcare consumers want simple and reliable digital interactions for routine transactions, such as making doctor appointments. In fact, 59 percent of U.S. consumers expect their healthcare digital customer experience (DCX) to be similar to retail.
Additionally, consumers want their digital experience with healthcare payers and providers to more closely mirror interactions with major online retailers, such as Amazon, Apple and Southwest Airlines. As out-of-pocket patient costs continue to rise, consumers expect easy access to options for healthcare, even going so far as to analyze the cost differences of healthcare the way they would scrutinize competing products while online shopping.
The good news for healthcare providers is that they can model their digital initiatives on an industry that has already figured it out.
While patients and providers don’t always see eye to eye on what constitutes value in healthcare, this gap provides an opportunity for healthcare providers and payers to deliver digitized patient-centered services that exceed expectations.
As patients seek seamless care to bring together services related to diagnosis, treatment, rehabilitation and health promotion, the healthcare industry is ripe for a digital transformation.
Patient preferences and age demographics will continue to increase the emphasis healthcare organizations place on DCX. According to the research findings, there is a cohort of more tech-savvy consumers called “Explorers” who represent the future of the healthcare industry.
More than 75 percent of Explorers agreed that healthcare DCX needs to improve, and 50 percent would leave their current doctor for a better digital experience. While this group is demanding and impatient, it represents future consumer expectations and is the driving force behind the healthcare industry’s motivation to evolve.
