Over the past year, health systems have come to fully embrace digital patient engagement.
The pandemic has underscored how convenient, omnichannel interactions with patients can be a competitive differentiator.
During a virtual featured session sponsored by Salesforce as part of Becker's Hospital Review 11th Annual Meeting in May, a panel of experts discussed how two leading healthcare organizations have accelerated their digital transformation strategies during the COVID-19 pandemic:
- Gary Ahwah, senior vice president of information technology at City of Hope in Los Angeles
- Morgan Griffith, vice president of digital strategy and transformation at Bon Secours Mercy Health in Cincinnati
- Jason Martial, senior manager of healthcare marketing for Salesforce
- Geeta Nayyar, MD, executive medical director of healthcare and life sciences for Salesforce
Four key takeaways were:
1. Healthcare organizations recognize the need to innovate in patient-centric ways. Convenience has become a top priority for patients. "With the rise of consumerism in healthcare, nearly 40 percent of patients are willing to switch providers because they want a digitally connected experience," Mr. Martial said. "Unfortunately, legacy technologies aren't up to the task of attracting and retaining patients." Salesforce has found that healthcare customers are doubling down in four areas related to patient engagement: patient acquisition and retention, intelligent real-time support, frictionless care management and collaboration, and efficient clinical operations that ease the burden for care teams.
2. Technology investments must be aligned with the organizational strategy. As City of Hope has embarked on its digital transformation, the team has focused on connecting operational and strategic plans. "It's important that we make the investments needed for patient-oriented technologies, but we also need alignment with the organizational strategy," Mr. Ahwah said. During the pandemic, City of Hope deployed telehealth capabilities very quickly. It is now focusing on initiatives like remote patient monitoring, improved patient communications and a digital front door. Looking ahead, City of Hope plans to use technology to support hospital at home.
3. Digital engagement satisfies patients' desire for convenience. Bon Secours Mercy Health established a goal to create a one-stop shop for access, so no matter what channel patients use to come in, they have the same experience. "Patients expect an Amazon-like experience," Ms. Griffith said. "If we do it right, our digitally savvy consumers will be more satisfied and loyal."
Master data management has become critical for success. Although the EHR will always be the clinical source of truth, Bon Secours Mercy Health views its customer relationship management system as the engagement layer that opens up new capabilities related to information access and navigation support, access to care, financial transparency and post-care engagement.
4. With organizational buy-in, digital transformation initiatives deliver impressive results. At both City of Hope and Bon Secours Mercy Health, executives broadly supported digital transformation. In addition to senior-level buy-in, it can be helpful to pair consumer research with a robust business case.
A well-executed digital transformation project can change the game for health systems. "The best technology is invisible technology," Dr. Nayyar said. "When we look at the ROI of Salesforce, organizations report a 22 percent increase in average customer revenue, a 51 percent increase in overall customer ROI, a 39 percent increase in customer forecast accuracy and a 40 percent increase in customer collaboration and speed."
To view this session On-Demand, click here.