Competitive dynamics have evolved as health systems work to become more consumer-centric. Beyond the altruistic motivations of wanting to better serve patients, organizations have clear financial incentives for making their services more accessible to patients. Succeeding in this market will require solutions to two key imposing trends.
Increasingly demanding consumer expectations:
- As recently as 2015, healthcare providers were rated by Forbes as the third worst industry for consumer experience – ahead of only cable companies and government agencies like the D.M.V. Meanwhile, consumer technology firms like Amazon, Google, and Uber set increasingly high expectations for convenient, tailored experiences. These technology firms, as well as retail players like Walgreens and Wal-Mart, are better known and more trusted than health systems. As non-traditional providers invest more in healthcare, many health systems are ill-equipped to compete in the new environment.
Changing economic incentives:
- Limited transparency, coupled with evolving payment and risk-sharing models, are fueling a shift from passive patients to discerning consumers. The growth of high deductible plans, and increased transparency of quality, cost, and other information, are driving consumers to be more discerning in their healthcare decisions. The impact on health system patient acquisition and retention is only amplified by evolving payment models that depend on activating and engaging patients in new ways.
The topic of Consumer Access touches all parts of an organization, ranging from patient access centers and digital media enable patients to enter the system to physician group leadership and IT which much create the capacity and processes to serve those patients. Although complex, the upside of a successful consumer access strategy pays dividends.
Grow market share
- Protect and grow market share by offering easier points of access and scheduling
- Enhance satisfaction by delivering a consistent experience across touchpoints
- Improve experience by making self-navigation easier
Improve profitability
- Reduce leakage by guiding patients to the right provider and right site of care
- Attract preferred payor and narrow network plans by creating a coordinated and integrated experience
- Reduce uncompensated care costs by increasing access to critical and preventative services for underinsured populations
