Consumerism is changing how healthcare organizations design the patient experience. Patients are demanding a digital-first experience that lets them schedule appointments, make payments and check in for visits when it’s convenient for them.
In a July webinar hosted by Becker's Hospital Review and sponsored by Phreesia, Joyce Wang, associate director of research at Phreesia, and Matt Dietz, division director of digital and virtual health strategy for West Des Moines, Iowa-based MercyOne, discussed patients’ changing expectations with moderator Adam Rubenfire, content manager at Phreesia.
1. Consumer behavior from other industries is carrying over to healthcare. From digital appointment reminders to online check-in and payment, patients expect a seamless, secure experience just like they get when buying goods online. In fact, according to a recent survey conducted by Phreesia among more than 4,000 patients:
- 86 percent are comfortable using technology to manage their healthcare needs.
- 84 percent would use online tools to schedule an appointment.
- 64 percent of patients prefer to see a doctor that offers online check-in options, and 16 percent said that if their physician did not offer this option, they would consider switching to another physician.
- 43 percent paid their medical bills online in the past year, with speed and convenience being the primary reasons, and 17 percent said they would switch to another provider organization if they could not pay bills digitally. Among those who didn't yet pay online, 70 percent would do so if the option were available.
"This indicates that technology tools are helping healthcare organizations build patient loyalty," Ms. Wang said. "That's very important for leaders to think about when they consider technology investment."
2. Engaging patients who are less comfortable with technology starts with a focus on privacy and security. The survey found that 14 percent of consumers are uncomfortable using technology to manage their healthcare needs, and their top concern is privacy and security. "Don’t ignore these patients. Invest in the 14 percent," Mr. Rubenfire said. "Make sure your vendor partners are compliant with strict regulatory standards like PCI, HITRUST and SOC 2.”
3. A high-quality digital experience isn't just good for the patients. It's also good for the bottom line. "It's important to remember that tools like self-scheduling, online appointment requests and automated schedule management are not just good for patients, they help staff work more efficiently and they can ultimately bring more appointment revenue to your bottom line," Mr. Rubenfire said. "Allowing patients to schedule and check in for their appointments online can shorten wait times, minimize open slots and reduce overall costs."
4. Think beyond your patient portal. Not all patients are going to take the time to set up and access their account in a patient portal, Mr. Dietz said, noting that many organizations struggle to reach their goals for portal adoption. It’s important to also enable patients to access interact with their health system via technologies they use every day like email or text, and without using an app or login. The ideal digital front door is made up of a variety of technologies that allow patients to interact with their health system in the way that is most convenient for them.
"You have to put the puzzle pieces together without annoying or overburdening patients, Mr. Dietz said. You want to make the patient feel like they are the one driving their patient journey."
5. Providers are leveraging Phreesia in the digital transformation to produce powerful results. Mr. Dietz shared results from MercyOne indicating that:
- 93 pertients are satisfied with their digital intake experience through Phreesia.
- 85 percent of patients check themselves in virtually before their appointment, saving at least five minutes of staff time per patient visit.
- No-show rates are reduced 73 percent when patients use Phreesia to check in prior to their visit.
- MercyOne’s collection rate was four times higher when patients were prompted to pay via Phreesia instead of being prompted by staff.
Survey data clearly shows what patients expect healthcare organizations to make it easier for them to manage their healthcare. Learn how adding Phreesia to your digital front door strategy can help you streamline registration, book more appointments, increase collections and activate patients for better outcomes.
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