Why Digital Experience Should Be at the Heart of Healthcare
First, do no harm. Second, tell patients to download your app.
Healthcare has long been looked at as a laggard when it comes to adopting digital services. Part of that is due to the stringent regulations of the industry and the sensitivity surrounding personally identifiable information. Part of the blame, however, falls on healthcare providers themselves.
According to Accenture’s 2019 Digital Health Consumer Survey, offering digital services increases the likelihood a patient will choose a particular provider. In fact, consumers are increasingly seeking out digital features as interest in them grew substantially over a three year period from 2016 to 2019.
It’s clear that consumers want better and more varied digital experiences from their providers, but the healthcare industry isn’t delivering at an acceptable rate. In fact, research from Nuance found that 46% of consumers said their health plan still relies primarily on traditional mail despite a clear preference for digital channels.
The looming shadow of Amazon is sure to focus many providers on digital. Some, like Banner Health, have already started to lead the charge with digital experiences that meet the expectations of today’s consumers.
Providers should follow the example set by Banner Health and start building digital experiences that directly correlate to user needs. The organization built a seamless digital experience for its users by implementing a comprehensive testing strategy that promotes user-centric development. Banner Health’s journey is something companies in all industries can learn from as user-centric development is key to winning consumer satisfaction regardless of vertical.
With ease-of-use and brand loyalty in mind, Banner Health focused on delivering high-quality digital experiences across all touchpoints, particularly on smartwatches, tablets, and smart speakers. In addition, it worked to ensure that all users could access its digital services by building them with an eye toward inclusivity.
Learn more about Banner Health’s digital journey in our upcoming webinar on March 20 at 1pm ET.