Healthcare - Flipbook

The digital front door: Bringing the full-cycle consumer experience to healthcare

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P. 2 Healthcare has a customer experience problem, and it's impacting both care quality and the bottom line. To give it some context, "healthcare as an industry has the lowest Net Promoter Score of any industry," says healthcare transformation activist Dave deBronkart. 1,2 On a scale in which a 50 is considered good, healthcare's NPS hovers somewhere near 15. By comparison, companies such as Amazon, Starbucks, Apple and Netflix are above 60. Brand leadership expert Denise Lee Yohn agrees, noting "the problem is that healthcare companies should design patient experiences like companies design customer experiences, but they're not." 3 Instead, patients struggle with repeated requests for the same basic demographic information, antiquated website search functions that make it impossible to find nearby physicians, and multiple forms to fill out manually at numerous check-in stations. Perhaps that is why 81% of consumers are unsatisfied with their healthcare experience. 4 Indeed, it is time for the full-cycle consumer experience to come to healthcare. Nearly every other industry — from automotive, to banking, to entertainment — has implemented digital tools to improve customer experience. To fix these problems, Amazon Web Services (AWS) is bringing digital tools to healthcare. Health systems and health plans can now build cloud-based infrastructures to manage the entire omnichannel relationship with patients and other healthcare consumers. This "digital front door" is the seamless experience that welcomes and guides patients from discovery of health services through discharge and follow-up, whether they engage through a website, call center, patient portal or physical door. Healthcare companies should design patient experiences like companies design customer experiences, but they don't.

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