Individualisation and digitalisation – two megatrends that are potentiating each each other. In many and varied aspects of life, the continual progression of digitalisation is leading to an almost inexhaustible degree of individualisation. These megatrends are consequently leading, especially in the healthcare sector, to almost entirely new possibilities and dimensions for the facilitation of even better therapies and therapeutical guidance.
More possibilities also means more challenges
The diversity of possibilities is almost always accompanied by an increase in requirements and challenges. But what do digitalisation, individualisation and improvements in therapies mean for business enterprises in the healthcare market with regard to these challenges? First and foremost, a change in the ways of thinking and acting when faced with a completely interconnected form of thought and action via all communication channels and touch points that encompasses all doctors and patients.
Dealing rigorously with doctors and patients, plus the transformation into digitalisation and individualisation, can help to achieve considerably more efficient processes as well as better therapeutic outcomes, plus compliance and the creation of effective unique selling points. A number of companies in the healthcare market have thereby already succeeded in opening up new ways and therapeutic options and thereby set themselves apart from the competition:
Administrative tasks can be performed in simpler and better ways. For example, patients can pay bills online
Patients receive appointment reminders by e-mail or text.
Therapies can be guided via smart devices and digital applications 24/7 with aids for everyday patient life.
However, these new paths will be effective in the long term only if they are linked over the entire chain of touch and communication points, have doctor- and patient-relevant content and are used intelligently in the data generated in the content points.
The patient’s experience is the basis for a successful future in the healthcare market
Basically it is all about investing strategically in patient experience and linking that with one’s own measures, developing closed touch-point and communication chains and thereby differentiating oneself on the market: the targeted use of patients’ experiences can be used to transform the theoretical experiences into profitable concepts.
In the same way that retailers have used the power of data in recent years in order to understand consumer behaviour and optimise their goods and services, enterprises in the healthcare market, too, should receive a comprehensive all-round view of their customers, doctors and patients. The relevance of this topic is shown for example by the fact that many commercial undertakings have installed the role of Chief Patient Experience Officer in the upper echelons of their management.
When conceived properly and implemented coherently, the results show a direct return on the investments. “The ability to differentiate meaningful information and link it to the various data concerning patients is becoming a differentiating factor for an organisation in a competitive market”, said e.g. Winjie Tang Miao, Executive Vice President and Chief Experience Employee at THR (Texas Health Resources, one of the largest healthcare enterprises in Texas).
Big data is the key to success
The measures that help enterprises to understand patients better include, for example, the enhancement of the demographic profile to include information about the preferences and social conditions that shape the decisions made by the patient with regard to his state of health. These include cultural values, work and home obligations, and neighbourhood dynamics. This knowledge can, in turn, be combined with that of the doctors. Based on these combinations, new possibilities are emerging for solutions in the healthcare market.
Two examples from the USA:
- Some 88 % of insurers in the USA are investing in technologies to improve the member experience.
- The healthcare insurance company Humana, for example, can predict the likelihood of a member falling down with the help of data analytics and make interventions possible. “Perhaps these members were too fearful to leave their homes because they were afraid of falling”, said Vipin Gopal, Ph.D., Enterprise Vice President for Clinical Analytics at Humana. “But now they are going out, because they are confident that someone will always be alerted in the event of their falling. In this way, we can give them their mobility and the urgently needed feeling of safety for a more independent lifestyle.”
From theory to practice
Knowledge about the necessity of collecting, processing and using data is already available in many commercial enterprises. But how can such a far-reaching entrepreneurial orientation be handled? When handling complex projects, how fundamental is the need for sound and professional project management, adequate supplies of resources, and awareness and deep acknowledgement of the consequences and relevance of such a project. On this basis a start can then be made with the relevant steps and the highest possible return on investment, and sustainable solutions, can be achieved.
I would be delighted to talk to you personally about what these implementations and solutions look like in detail – I look forward to your getting in touch.