Patient Care in Action: An Orthopedic Healthcare Journey Example

Consider this: a person’s experience makes or breaks their choice of healthcare provider for 78 percent of customers, according to PwC’s 2018 “Experience is Everything” survey. This isn’t so surprising, as the impact of customer experience has gained importance across industries over recent years. Why? Because easy access to information means customers evaluate their options like never before, creating a level of competition that makes differentiating incredibly challenging.

To win business, health systems need to provide experiences that successfully attract and retain patients. Start by optimizing the consumer journey.

The typical healthcare consumer journey consists of 6 stages that together work to find, guide, and keep patients for life. Let’s look at each stage and what your organization needs to do to attract, delight, and retain patients throughout their care experience:

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Improve the Call Center Experience with a Proactive Engagement Strategy

The overwhelming majority of patients (75 percent) report using a customer call center to interact with their health system. Even though the call center is responsible for handling numerous customer touchpoints, many hospitals still provide experiences that are about as appealing as calling a cable company.

Within these interactions, patients must cope with long wait times and multiple transfers, and call center agents that subsequently have no background information on them or their unique situations. This impersonal form of engagement allows health systems to handle a high volume of call center interactions, but not provide the quality patients are looking for; poor call center interactions fail to deliver any strategic value, provide cross-sell opportunities, or extend patient lifetime value.

A call center equipped with HCRM capabilities, or an Engagement Center, allows call center agents to provide convenient service that supports marketing and business development initiatives, streamlines workflow, and improves patient engagement and satisfaction. Engaging patients through a CRM-enabled call center allows health systems to take advantage of patient data, thus providing proactive and personalized interactions that keep customers happy, healthy, and in-network.

Let’s take a closer look at how a proactive engagement strategy can help improve the call center experience:

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3 Ways HCRM Supports Population Health Initiatives

Population health focuses on managing the overall health of a defined population while taking on accountability for the outcomes and cost associated with the health care services for that population.

Population health management (PHM) combines data analytics, technology, and engagement tactics to deliver targeted health care services in support of population health efforts.

PHM is the foundational capability that is enabling the transition from fee-for-service to alternate payment arrangements. In this evolving alternate payment landscape, where health systems are expected to take on the responsibilities for pre-defined populations, having an effective PHM capability is going to be critical to maintaining profitability.

This new model of providing care requires health systems to understand who is the population that they are caring for, identify who is most at risk and then engage them through the appropriate channels to provide the educations and services necessary to improve health outcomes.

For example, a hospital with a population health goal to increase vaccination rates must properly identify, target, and connect with a non-vaccinated population. With the help of an HCRM, healthcare organizations identify vulnerable populations, find those most likely to not have received vaccinations, and develop personalized outreach to specific patients.

Here’s how healthcare organizations can leverage the HCRM’s capabilities, including real-time data, technology, and 360-degree patient views to more effectively implement population health management.
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Engaging Physicians: 3 Keys to Long-Term Provider Relationships

As healthcare systems continue to adapt to changing market forces, the fight is on to attract, engage, and keep the best physicians in your network. Creating mutually beneficial relationships with physicians helps healthcare organizations compete in an evolving market and will help improve patient experiences.

Purposeful physician engagement is a critical part of developing long-term relationships – and these relationships are a key ingredient to healthcare organizations’ efforts to increase market share and drive revenue. In addition, health systems with engaged physicians often see lower costs, improved care, greater efficiency, and higher physician satisfaction and retention.

Enhanced engagement also helps grow in-network referrals by connecting physicians through a common sense of quality care delivery and organizational value. On the financial side of things, physician engagement helps reduce referral leakage and can build loyalty organically.

Let’s take a closer look at three keys to engaging physicians and building long-term relationships:

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How to Leverage Physician Alignment for Service Line Growth

With the movement from fee-for-service models towards value-based care—which emphasize the whole patient and care quality, rather than siloed care and serving as many patients as possible—techniques for driving revenue must be updated to align with the evolving healthcare market. Targeted service line development and growth does still fit into these new value-based care initiatives.

When it comes to growing service lines, physicians remain a crucial part of the equation. Healthcare organizations need to be more strategic about their physician engagement and alignment in order to effectively grow service lines—and the organization—effectively in this new environment.

Regardless of where your organization sits on the journey to increased value-based care, proper physician alignment has benefits that resonate throughout your organization, such as:

  • Increased Inpatient Referrals: According to Gallup findings, engaged physicians gave their hospitals 51 percent more inpatient referrals than physicians who were not engaged. The result: an increase in initial revenue, as well as inpatient retention numbers. Keep in mind that in-network referrals are incredibly valuable—referrals from a single physician are estimated to bring in $1.56 million in net revenue.
  • Greater Productivity & Revenue: The Gallup study also found that engaged physicians were 26 percent more productive than non-engaged physicians. This added productivity can result in $460,000 more patient revenue per physician per year.
  • Improved Patient Experiences: Physician alignment is crucial for a smooth transition to value-based care models, which support patients taking a more active role in their own care. By aligning physicians with your value-based goals, you encourage them to better engage with patients throughout new types of care journeys that not only treat current health issues, but prioritize health maintenance to prevent further complications. Creating these types of patient-focused experiences is crucial to your organization’s financial performance; an Accenture study found that U.S. hospitals that deliver superior patient experiences generate 50 percent higher margins than average providers.

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