Customer Engagement Tactics for a Better Patient Experience

Healthcare technology is constantly evolving and allowing practices to easily manage processes and information across their many systems. Clinics can now more effectively serve and connect with their patients digitally with these new technologies. Not only can the right technologies, like a customer engagement platform, support a practice’s need for efficiency, they can also deliver a better patient experience.

Be Available Even When You’re Not

Scheduling a clinic appointment is not one of the most enjoyable or convenient experiences for most people. The only time a patient can schedule an appointment is usually during a clinic’s open hours which also tends to be during people’s working hours. Booking appointments for patients is not always a positive experience for clinic staff either. A clinic’s reception desk has to juggle checking in patients with answering the phone, searching calendars for openings, and returning emails and calls.

Online scheduling makes it easier for patients to schedule appointments from a computer, mobile phone or tablet at any time convenient for them. Your appointment desk will receive fewer phone calls, spend less time booking appointments and have more time on more important tasks.

Make Sure They Show Up

Reminders are always a part of the patient appointment cycle for a practice’s admin staff. Postcards and phone calls are standard practice for many clinics but this is a highly manual task. Appointment scheduling software can eliminate this process. A clinic can schedule and send automated reminders to patients after they book an appointment.

Patients can choose if they want a phone, email or text to remind them of their appointment. Having all these options for patient reminders also benefits your staff. Based on a client survey, SUMO Scheduler found that automated reminders can reduce no-show appointments by as much as 35%.

In case you’re still not convinced, consider these projections for 2019 from a report by Accenture:

  • 66% of U.S. health systems will provide online scheduling.
  • 64% of patients will make appointments online
  • 986 million appointments will be scheduled independently
  • Value of online scheduling: $3.2 billion

Be Consumer-Centric

Patients have a choice in where they receive their care. The modern patient is conditioned by industries like Retail and Banking to expect an experience that is seamless.

Besides the convenience of self-scheduling an appointment 24/7 and automated appointment reminders, there are other ways a customer engagement platform can support a positive patient experience.

A customer engagement platform can support clinic providers being matched with patients based on a provider’s skill set as well as the provider of their preference. The location, a clinician’s gender, and the languages are spoken are also other criteria that can be searched by a patient to match them with the provider that suits their needs. Connecting providers with patients based on the patient’s preferences also benefit providers. Clinics can set parameters so providers are available to the patients they are qualified to treat.

Digitize Data and Check-In

Patient intake and registration is another pain point for clinics and patients. If the process is paper-based, collecting and updating patient information and documenting a patient’s needs for their appointment can be time-consuming.

A patient intake kiosk, such as a tablet installed in a clinic waiting room can alleviate the strain on front desk staff and providers. Patients are able to check-in then enter their details while they are waiting to be called for their appointment. This data can populate the patient’s EHR (electronic health record), allowing front desk staff to focus on other tasks while clinicians can access the information during the patient appointment.

Customer Experience as a Service

A good engagement platform will help streamline the entire patient visit process. It will also work within a clinic’s current system without any major disruption to your staff’s workflow. It should, in fact, help your staff be more efficient and give them more time to devote to patients that need more of their attention.

13 Reasons Your Organization Should Focus on Customer Experience

Research shows that customers will pay more, buy more and be loyal to a company that delivers an excellent customer experience. Customer experience should not be confused with customer delight. When a company delights a customer, they are usually going above and beyond the customer’s expectations for a specific moment.

Customer Delight vs Customer Experience

Zappo’s customer service reps, who are called genies, are famous for their examples of customer delight. One of Zappo’s genies, Steve, is famous for having spent over 10 hours on the phone with a single customer. This act was going above and beyond that customer’s expectations and thoroughly delighting them.

Customer experience is the customer’s summary impression of a brand after several interactions. Sample interactions include a company’s website or social media posts. From these first touchpoints, the customer may go to a brick-and-mortar location to view the item in person. If the customer sees a product or offer online, then visits a store and finds the sales staff is unaware of the item or the item is not in stock, the customer is given a negative experience. Every interaction should make it easy for the customer to do business with your company. The customer experience does not end with a purchase either. Interactions with a company’s service or support departments need to still maintain focus on the customer, the brand promise and be obstacle-free.

Digital solutions play a significant role in the customer experience. They are instrumental in a modern customer experience strategy. Companies investing in these types of technologies that are made to cater to customer expectations will easily surpass their competitors.

Examples of removing obstacles for customers and delivering a seamless experience with digital solutions like AI, CRMs and online scheduling include offering services like reserving an item online and pick up in-store, sales and service knowing a customer’s purchase history and preferences, and allowing customers to schedule an appointment or join a virtual queue via mobile phone, website, or an on-site kiosk.

Delighting a customer is isolated to moments with a single customer. Customer experience is the consistency at every touchpoint along every customer’s journey with your entire organization.

The Numbers

This data is merely a sample of statistics spanning the past 5 years proving that customer experience is too valuable to get it wrong. Companies that are focused on a customer experience strategy and embracing digital solutions as a part of their strategy to meet customer expectations will easily surpass their competition.

When asking consumers what impacts their level of trust with a company, offering excellent customer service is ranked number one. (Zendesk) 2013

52% of consumers say they have made an additional purchase from a company after a positive customer service experience. (Zendesk) 2013

Gartner predicts that 89% of businesses are expected to compete mainly on customer experience. (Gartner) 2014

Increasing customer retention rates by 5% increase in profits by 25% to 95%. (Harvard Business School) 2014

26% of companies leading financially use CX technologies, compared to 7% of laggards. (Bain) 2015

A customer experience promoter has a lifetime value to a company that’s 600 to 1,400% that of a detractor. (Bain) 2015

75% of consumers are more likely to make a purchase from a company that knows their name and purchase history and recommends products based on their preferences. (Accenture) 2016

54% of customers have higher expectations for customer service today compared to one year ago. This percentage jumps to 66% for consumers aged from 18 to 34 years old. (Microsoft) 2017

70% of consumers say they have already made a choice to support a company that delivers great customer service. (American Express) 2017

84% of organizations working to improve CX report an increase in revenue. (Dimension Data) 2017

47% of consumers have made the choice to switch to a different brand due to bad customer service within the last year. (Microsoft) 2017

33% of customers who abandoned a business relationship last year did so because personalization was lacking. (Accenture) 2018

Forty-two percent of consumers said they would pay more for a friendly, welcoming experience, and 52% would pay more for a speedy and efficient customer experience. Of course, price and quality are still the top considerations when consumers make a purchase decision. (CMO) 2018

10 Statistics on Why an Omnichannel Strategy Works

Customers are shopping online, in-store or both at the same time. Their expectations of brands have become more demanding in terms of the shopping experience they encounter. There is a wealth of touchpoints for a customer to connect with a brand and the customer expects their interactions to transition smoothly from one channel to the next no matter where they begin their journey – online or offline, on an app or with a customer service rep.

Omnichannel marketing allows traditional consumer companies to more effectively compete with their online-only counterparts. The value and returns created from an omnichannel strategy are greater than the initial investment in building out a seamless experience across multiple channels.

The following statistics deliver a compelling argument for any consumer-facing company, from retail to financial services, to invest in an omnichannel strategy.

Be Everywhere Your Customers Are

Omnichannel customers spend 4% more in-store and 10% more online than single-channel customers. For every additional channel they use, customers spend more money. (Harvard Business Review, 2017)

48% visit brand websites to research products. Younger consumers (37% of teens and 27% of Millennials) use video channels to research. (CMO, 2018)

73 percent of customers shop across multiple channels (Harvard Business Review, 2017)

49% of consumers buy from their favorite omnichannel brands at least once per week (Marketing Land, 2016)

Give Your Customers What They Want

9 out of 10 consumers want an omnichannel experience with seamless service between communication methods. (UC Today, 2019)

71% of consumers want a consistent experience across all channels, but only 29% say they actually get it. (Gladly, 2018)

Nine out of 10 consumers say they expect a seamless transition when moving from one communication method to another. (NICE inContact, 2018)

Omnichannel Investment Pays Off

Personalization at scale can drive between 5 and 15% revenue growth for companies in the retail, travel, entertainment, telecom, and financial services sectors. (McKinsey, 2017)

49% of consumers buy from their favorite omnichannel brands at least once per week (Marketing Land, 2016)

Businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates compared to businesses that don’t. (Aspect Software, 2014)

Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel. (Google, 2014)

It’s Not Too Late

And here’s one more bonus statistic: According to Rakuten, 26% of companies have yet to take any action regarding an omnichannel strategy.

It generally costs a brand more to win a new customer than retain an existing one. With an omnichannel marketing strategy in place, brands can not only have an edge on their competition for new customers, but they can also build long-term loyalty amongst their existing customer base.

Global Pharmaceutical Company Uses SUMO Scheduler To Support Healthcare Providers More Efficiently

SUMO Has Been Used to Set up Over 1,000 “New Customer” Orientation Meetings With Care Provider Clients Since its Implementation in October 2018.

ATLANTA, Feb. 27, 2019 /PRNewswire/ — Large pharmaceutical companies dedicate hundreds of hours each month to setting up new customers—typically care providers such as clinics and doctor’s practices—and orienting them to the products they may be prescribing or recommending. SUMO Scheduler, the #1 online appointment-scheduling solution built native on the Salesforce CRM platform, announced today that it is working with one of the world’s largest pharmaceutical manufacturers to streamline the new customer onboarding process.

Previously, orientation meetings were scheduled by customer service agents at the manufacturer’s call center in Austin, Texas. But this manual process was inefficient for both the onboarding team and care providers. The company chose SUMO for automated appointment scheduling due to its fluid design, ease of implementation and lack of heavy customization requirements.

“SUMO has already been used by our customer to set up over 1,000 care provider orientation meetings since its implementation in October 2018,” said Jason North, CEO and founder of SUMO Scheduler. “Compared to having to go through a call center to discuss and agree on a meeting time, the onboarding process is now much faster and efficient for both pharmaceutical staff and new customers.”

Once care providers have been vetted and approved by the pharmaceutical manufacturer, they receive a welcome email with an embedded scheduling link provided by SUMO Scheduler. As a result, care providers are able to quickly and easily schedule their welcome and onboarding call. This gained efficiency also enables customer service agents to spend up to 35 percent more time on other tasks, including serving more care providers.

“SUMO lets our client automate the central customer engagement aspect of its business, making it easier for them to put their experts in direct contact with care providers,” North said. “In the healthcare industry, orientation meetings are of critical importance for strengthening relationships and giving medical professionals access to knowledge they need in their day-to-day practices.”

SUMO runs in the cloud as a mobile-friendly, software-as-a-service solution and offers a range of features to help businesses across many industries simplify and streamline appointment-setting.

To schedule a call with a scheduling expert at SUMO Scheduler, go here.

No-shows cost health care system billions

Things had gotten so bad at the Bronx veterans hospital that doctors were, in effect, begging their patients to show up as scheduled.

Three years ago, the James J. Peters VA Medical Center began a “Don’t Be A No-Show” campaign, reminding veterans of the importance of keeping appointments.

The campaign explained the detrimental effect on everyone — not just surgeons and clinical staff, but also fellow veterans — when a patient skips an appointment without canceling.

“It means one less patient will see the doctor and it means someone waiting for an appointment was bumped to another day needlessly,” said Bronx VA spokesman James E. Connell III. “It’s not good for the patient, and it’s an inefficient use of clinical resources.”

Such inefficiency, by one account, costs the U.S. health-care system more than $150 billion a year. And while it’s easy to point the finger at the chronic no-shows, a growing body of research suggests clinics themselves are as much to blame because of scheduling and other issues.

The problem is particularly acute at urban hospitals and smaller specialty clinics with low patient volume. While pediatric clinics might see a no-show rate of below 5 percent, urban family clinics often see no-show rates between 10 and 20 percent.

And certain outpatient and surgical clinics — think colonoscopies, endoscopies, pulmonary tests and other procedures that require special prep or diets by the patient — have even higher rates. In a given week, a 50 percent no-show rate — while quite high — isn’t unheard of at some specialty clinics.

“It’s really a flip of a coin whether they show up or not,” said Patricia Alafaireet, director of applied health informatics at the University of Missouri.

Built into the cost of care

That sort of uncertainty might kill off a restaurant, a hair salon, an auto mechanic and pretty much any other appointment-based business model.

Within medicine, it’s all part of the game — and built into the cost of care for the rest of us. Those who skip regular appointments often end up needing more costly emergency care down the road.

“It differs very widely by practice type,” said Kevin Bennett, associate professor at the Department of Family and Preventive Medicine at the University of South Carolina School of Medicine.

The family medicine practice where he works — which is somewhat like a primary care practice, except that as a teaching institution it has regular faculty as well as residents who rotate through infrequently — has a no-show rate that fluctuates from month to month, even from year to year, as is the case with many clinics.

“We’d gotten it down to 10 percent” a few years ago, Mr. Bennett said. Now, it’s up to 15 percent. “In a bad month, it creeps closer to 20.”

That jump, he said, demonstrates the culpability of the clinic in creating — or at least, not fully managing — the no-show problem. After all, it’s not as if the practice’s patient population started forgetting its medical appointments at higher rates for no good reason.

Instead, in the case of the family medicine practice, a switch to a new electronic medical record system — complete with a new appointment system — drove up the rates. “We’re getting operationally back up to speed,” Mr. Bennett said, after a 12- to 15-month “loss of productivity.”

Why does a booking system matter so much? Lots of experts point to poor scheduling as a top culprit in creating no-shows. Some clinics, for example, book appointments on a rolling basis, one open slot after another.

But if you book a patient for an 8:30 a.m. Monday appointment without checking the patient’s preferences, there’s a good chance that appointment will be skipped. And if you schedule a patient’s follow-up appointment for six months down the road or with an unfamiliar physician (which happens often at teaching institutions with young doctors), expect a similar result.

Life’s complications often prevent a patient from showing up in the first place, said Ms. Alafaireet, of the University of Missouri.

It’s not about ‘bad people’

It’s important to get away from assuming that no-shows are bad people or bad patients, she said. “Typically that’s not the case — it’s a set of circumstances,” including a clinic’s scheduling process, the nature of the appointment, the patient’s related health issues, even issues like transit.

She doesn’t like the term “no-show,” either, suggesting it places too much blame at the feet of the patient. The clinical phraseology for a missed appointment is “treatment non-adherence,” while some docs refer to no-shows more casually as “dinks” (as in, “Did Not Keep” the appointment).

Patients most likely to miss appointments are those who are single, under the age of 34, carrying Medicaid insurance (or no insurance at all), as well as older patients recently divorced or widowed. By varying accounts, men and minorities are more likely not to show up, but other studies suggest gender and race have little bearing on no-show rates. (One study said that “racial differences in no-show rates are likely to be proxies for disparities associated with access to a telephone and convenient transportation.”)

And those living far away from the clinic or hospital where their next appointment is scheduled — 60 miles away or more — are a safe no-show bet.

That’s why it’s important to take special care with those populations when it comes to scheduling, experts believe. In analyses done by Ms. Alafaireet and her colleagues, research showed clinic schedulers control as much as one-third of the probability relating to whether a patient will show.

At her Missouri outpatient psychiatric clinic, some fixes were obvious, Ms. Alafaireet said. For example, public transit in the region shuts down early, so it didn’t make sense to schedule Medicaid patients — who are more likely to rely on transit — late in the afternoon.

Other clinics use historical data and predictive modeling to overbook the clinic (a clinic that tries to see 100 patients a day, with a 15 percent no-show rate on Fridays, might schedule 117 patients). Still others try to reserve a window of time each day for walk-ins and short-notice appointments, so that people who missed their visit can make it up quickly.

Follow-up is important, too, especially for far-off appointments. A reminder postcard helps, an automated phone call helps a bit more and a personal phone call a few days before the appointment helps most of all.

A study published in the American Journal of Medicine in 2010 reported that, at a multidiscipline clinic in New Jersey, the no-show rate was 23.1 percent for those who received no reminder, 17.3 percent for those receiving an automated appointment reminder and 13.6 percent if a staff member made a call.

But human calls can be unreliable on the clinic end because on extremely busy days the staff has little time to make them. Robocall services never take a day off, and they cost less.

Generally, studies agree that reminders work better than punitive measures. Charging patients for missed appointments hasn’t proven to be much of a help. Some practices do it to remind patients that their provider’s time is valuable and to make up for a bit of the lost billing revenue.

“Is it really worth it to go after 20 bucks?” asked Brandon Betancourt, practice manager at Salud Pediatrics in suburban Chicago. “In order to really make up for that open slot, you’d have to charge $150 or $200. So what’s the message?”

The message, he noted, may differ from practice to practice. Pediatric clinics are high-volume — each physician at Salud sees 25 to 28 kids a day and the no-show rate is less than 4 percent. But at a specialty surgical clinic, “If you only see four or five patients, and two of them no-show, then that’s a problem.”

Meanwhile, at high-volume clinics, a missed appointment — while it is an opportunity-cost money-loser — gives doctors a chance to catch up on paperwork, check lab results or spend a few extra minutes with patients who have shown up.

Telling a patient: ‘You’re fired’

The most drastic step a clinic can take with a chronic no-show is “firing” the patient. Mr. Bennett, at the University of South Carolina School of Medicine, said his practice dismisses a few patients each year, and Mr. Betancourt said the same.

But that’s a short-term fix, Ms. Alafaireet said.

“The issue with firing a patient [is] that patient doesn’t go away. They just show up later, some place in the health care continuum, and the condition is more acute,” she said.

Focusing efforts on populations more likely to miss appointments makes sense, something the Highmark Foundation in Pittsburgh is doing as it teams with Accenture, a global management and outsourcing consultancy, to build “patient navigation” pilot programs at St. Vincent Health System in Erie and Allegheny Valley Hospital Natrona Heights.

The program trains community members to connect with patients in high-risk communities, guiding them through the health care labyrinth, educating them, preparing them for procedures, even arranging transportation.

“The heart of this is really about enabling access,” said Jean-Pierre Stephan, director of Accenture’s health consumer and services strategy unit in Pittsburgh. “The underserved have barriers to access that typically aren’t dealt with” in the traditional health care model.

The field of patient navigation is about much more than minimizing no-show rates, but that’s among the intended byproducts. One goal is getting patients to show up at their primary care appointments and screenings in the first place because doing that decreases inpatient hospital admissions and emergency room visits, according to Accenture.

Part of the goal, too, is to recruit new patients. While the navigation services are pro bono (and will be paid for using a $254,500 grant from the Highmark Foundation), the new patients — and, in theory, the reduced no-shows — present an opportunity for increased health system revenue.

“Patient navigation is one tool that can help providers ensure that [revenue] isn’t lost when patients unexpectedly miss appointments,” according to a 2012 report from The Center for Health Affairs in Ohio.

Which takes us back to the Bronx.

At the Lincoln Medical and Mental Health Center, a 347-bed public hospital, the diverse, low-income patient base manifested itself in chronic no-shows, across specialties. But navigators working with the patients in the colorectal oncology unit helped drive down the no-show rate for colonoscopy appointments from 67 percent to 10 percent.

And the number of colonoscopies conducted annually grew from 774 to 3,000 over a three-year period, a dramatic increase in the procedure that helps check patients for colon cancer and pre-cancer, and is considered a vital health screening for people over 50.

That sort of upswing illustrates that cutting no-show rates isn’t just about lost revenue. “There are very real quality of life issues here,” Ms. Alafaireet said. “We’ve got to get these folks in.”

SOURCE: Pittsburgh Post-Gazette