Tag: consumerism
Experian Health announced it has acquired MyHealthDirect, a SaaS-based company specializing in digital coordination solutions in scheduling. We interviewed Jason Considine, Experian Health general manager of patient engagement and collections, to learn more about the acquisition, as well as opportunities arising in healthcare due to the rise in consumerism. What led to Experian’s interest in MyHealthDirect and the ultimate acquisition? We’ve had a relationship with MyHealthDirect for several years. Experian Health has been reselling the MyHealthDirect solution since 2017, and we’ve long recognized that their platform’s digital care coordination capabilities would be a great match with our existing solutions. MyHealthDirect's platform links patients with the right providers, offering online scheduling tools and referral coordination to ensure more timely access to care for patients. These solutions have proven to increase appointment and referral rates, improve call center efficiency, reduce no-shows and enhance the overall patient experience. By coupling this technology with our Experian data, we can ensure patients are getting the care they need in the management of chronic diseases and wellness programs. This acquisition evolves our core revenue cycle management capabilities and helps us make gains in the patient engagement space with all-new innovative offerings. You referenced “digital care coordination.” What does this mean and how does it apply to healthcare? Digital care coordination, as it applies to the MyHealthDirect suite, is comprised of self-scheduling, call center, referral coordination and automated outreach solutions, making it easier for people to access healthcare. By combining these scheduling solutions with Experian’s existing digital patient engagement solutions, we can deliver a seamless consumer-centered experience – from serving up an estimate, to streamlining the registration process, to providing consumers with the ability to pay their healthcare bills via multiple channels. Today’s healthcare consumer expects a turnkey, personalized, on-demand experience. When you think about the best engagements we all enjoy in retail, financial services, travel and entertainment, the expectation is that the healthcare experience should be no different. We need to arm consumers with the ability to streamline their healthcare and make it easier for them to access care. Why is the scheduling component so key in the overall patient journey today? Scheduling is the one of the very first steps of the care journey and booking an appointment has traditionally been a poor experience. Common frustrations include not being able to reach the provider, finding out that no appointments are available, or being forced into a time-consuming three-way call between the health plan and provider. Without fast and easy access, patients may not be able to get the care they need. When healthcare plans use technology to better connect patients to needed care, quality scores for patient experience rise and efficiencies are gained. Can you give us an example on how more automated approach to scheduling could lead to better health outcomes for the consumer? Sure. Take for instance an individual who is living with diabetes. It is important for this person to have regular check-ins with their provider to monitor their condition and adjust care plans accordingly. If this person is challenged to see their provider, or doesn’t have regular appointments booked, they could run the risk of becoming an unhealthy diabetic, being faced with additional health challenges. By tapping into digital appointment scheduling, a provider or payer could create an automated outreach plan to make the scheduling hassle-free. Appointments could be streamlined and scheduled directly on the phone via IVR or text, and appointment reminders can be delivered. How do you see providers responding to the rise in healthcare consumerism? It’s no secret that healthcare costs are rising, and consumers are increasingly bearing more of those costs. Providers, therefore, are telling us they need to deliver a better experience. They are asking for digital technologies to gain rich insights into consumer behavior and then adjusting their care delivery plans accordingly. They recognize that consumers have a choice on where to take their healthcare business, so they need to compete. In the case of scheduling, MyHealthDirect conducted some research and revealed 66% of patients would switch providers for more convenient access. In that same study, 77% of patients think the ability to book, change or cancel appointments online is important. My point? Those providers and payers investing in on-demand tools to interface with their consumers will win, simplifying many of the administrative tasks associated with healthcare. — Learn more about scheduling solutions.
“Build it and they will come” might work for 1980s movie characters, multinational coffee franchises and beloved sports teams, but it’s not a great engagement strategy for most consumer-facing organizations – especially in healthcare. Take patient portals, for example. Giving your patients a way to access their health records can help improve their health outcomes, increase compliance with care plans, and create a more positive healthcare experience overall. But do your customers know the portal exists? Do they know how it could serve them? Do they trust it? You’ve built it, but how many patients are actually logging on? In 2017, over half the US population had access to a patient portal. Around half of those people used it at least once in the previous year. Of those who didn’t, 59% said it was because they didn’t feel they needed to access an online medical record, and 25% were worried about privacy and security. This tells us two things: If healthcare providers want to increase the number of patients using their portal, they need to proactively communicate the benefits to those patients, and healthcare providers could do more to reassure patients they take portal security seriously. If patients discover that using the portal is better than not using it, and that they can do so securely, they will be more likely to log on. You can address both in your patient engagement and marketing strategies. Perhaps the better mantra is: “if you solve their problem and tell them about it, they will come”. Balancing portal security and patient convenience Your patient portal is more than just a platform for patients to access test results, sort out bills or schedule appointments. It’s a way to nurture the patient-provider relationship. And at its heart, that relationship is about trust. One way to build trust is to ensure your portal meets the strictest of security measures without creating an excessive admin burden for patients. You can do this with a security strategy that layers up several protective measures to help you tackle common areas of vulnerability, including weak ID verification, over-reliance on password-protection, and failure to encrypt sensitive data. A few practical ways to keep your patient portal secure include: using ID verification when someone signs up for the portal using device intelligence and identity proofing when a user signs in to the portal deploying extra security checks where the risk of identity fraud is higher putting systems in place to flag and respond to security breaches as fast as possible. A solution like PreciseID® can help you take care of your patients’ privacy and security behind the scenes. They’ll see just enough to reassure them that you’re taking their security seriously, without any protracted log-in process that puts them off using the portal altogether. Marketing your patient portal so more patients benefit from it Solving your patients’ concerns about security is just one route to boosting portal utilization. Another important way to ensure more patients use and benefit from the patient portal is to actively encourage them to access their online records regularly. Research suggests individuals who are encouraged to use their online medical record by their provider are almost twice as likely to access it, compared to those who weren’t actively encouraged. So how do you convince your patients of the benefits of regularly logging on? That it’s not just a convenient way to manage their medical journey, but could result in better health? The answer lies in consumer data – the lifestyle, demographic, psychographic and behavioral information that gives you a fuller understanding of what drives your patients. Experian Health’s ConsumerView data analytics can capture insights that let you reach out to your consumers with the right message, in the right way, at the right time. Do they live a busy lifestyle? Reassure them that the portal can save them time. Are there lifestyle factors that may hinder their adherence to medication? Encourage them to use the portal to make sure their prescriptions are up to date. If you discover your consumers are big social media users, you might target your portal engagement campaign through those channels. Equally, if a consumer doesn’t have any social media accounts, there would be no point investing in Facebook ads. Personalization makes your patients feel taken care of, leading to greater trust, loyalty and satisfaction. Increase patient portal engagement today In the wake of consumerism and IT transformation across many other industries, a tailored and digitally secure healthcare service is a must. “Consumers now expect to be provided with a turnkey, individual experience that is fast and seamless,” said Kristen Simmons, Experian Health’s senior vice president of strategy and innovation. Your patient portal must be seen to provide a valuable and secure service. While there’s a way to go to increase the number of patients making full use of portals, the tools exist to support healthcare providers’ engagement goals. Learn more about how your organization can leverage consumer insights to improve patient retention and engagement.
The President, members of Congress and consumer advocates are all demanding price transparency within the healthcare universe. The major push of late is President Trump’s executive order that will be issued in June 2019; while critics hope this initiative will fade, the topic has been on the industry radar for many, many years. How did we get to today’s scenario? We have a robust perspective on this subject at Experian Health because we’ve been working with healthcare organizations offering various solutions that inform consumers about the costs of their care for more than 10 years. We brought to market the first iteration of our current Patient Estimates product back in 2008, responding, in part, to the growing issue of medical debt and inherent risk to providers not getting full payment for services. The challenges presented by medical debt are well documented, but the important point to focus on is that as long as Americans continue to lack the ability to pay for their care and health organizations struggle with collections, the push towards price transparency will continue. Perhaps this is much needed progress? Since 1957, nearly 75% of Americans have consistently reported being insured but unable to pay their medical bills, according to a study by the Centers for Disease Control. Now, more than 50 years later, many legislators hope mandated price transparency will alleviate the surprise factor of medical costs and spur a more competitive environment. In 2008, helping patients understand their costs was intended to improve providers’ collections success. The term ‘price transparency,’ with additional connotations (e.g. better experience for the patient, improved efficiencies), popped up about the same time as the introduction of very high deductible health plans. The phrase started gaining traction following passage of the Affordable Care Act, and as patients were responsible for more of their medical costs. Add in the rise of consumerism within healthcare and Americans’ digital lifestyles, and it’s no surprise there are calls for pricing to be as easy to understand as they are in the retail space. We harness the power of data and analytics to fulfill these needs in the marketplace. The healthcare industry was ripe for change more than a decade ago, as evidenced by the desire of organizations to leverage what we could offer. While there is continued debate on the transparency topic, the good news is today’s data-driven technology can create a patient financial experience that is friendly, understandable and accessible, delivering the good-faith estimates many consumers, legislators and the industry-at-large wish to see. Consumerism drives price transparency expectations Ultimately, the financial aspect to care is a key component to consumers’ satisfaction with a provider. This realization began to bubble to the surface over the last several years. In fact, Experian Health conducted research last year to understand consumer pain points during the healthcare journey. Consequently, it was no surprise when the study revealed consumers’ biggest frustrations and challenges – above clinical areas – is dealing with the financial aspects of healthcare: 90 percent of respondents ranked worrying about paying their medical bills as a very important to extremely important pain point. 30 percent acknowledged the challenges of determining what financial support options (e.g., payment plans, government grants, and hospital charity care programs) are available 90 percent reported significantly underestimating the costs associated with major medical procedures (e.g., knee replacement) The takeaway from this study is clear: consumers want a streamlined payment process that builds confidence and provides peace of mind. We know that healthcare providers want to increase the efficiency and success of their collections efforts. Ultimately, everyone benefits from clarity around pricing. So whether government-mandated or not, there is no denying that price transparency, in some form, is here to stay and a transformation in the industry is taking hold. Experian Health is leading the way to innovations that will help healthcare organizations thrive in this new era. By leveraging our expertise in data and analytics and our understanding of healthcare costs, we can help patients successfully navigate their financial obligations from primary care appointments through subsequent diagnostic procedures and surgeries. The potential is there for everyone to benefit from an evolved, modern system. Related Articles: How Blessing Health System personalized estimates to improve patient satisfaction
Big data is helping every industry take giant leaps forward. Healthcare should be no exception. Household names like Amazon, Netflix and LinkedIn have made personalized consumer experiences the norm: predicting your next purchase, suggesting products you’ll love, and tailoring your news feed to your preferences. The modern consumer experience is intuitive and frictionless. Patients have come to expect the same of all the companies they do business with – including their healthcare provider. Like these consumer-driven industries, information about lifestyle, interests, purchasing behavior and even social media activity can all help create a more comprehensive picture of each consumer patient, and how they choose their provider. By understanding patients as individual customers, providers can use consumer data insights to offer personalized experiences, creating loyal customers and brand advocates. From building awareness about your brand to customer support interactions, these insights ensure your efforts resonate in the right way with the right consumers at the right time – and in a way that makes the consumer feel like they’ve chosen a provider that ‘gets them.’ We’ve all seen headlines about bad players using consumer data in a negative way, so compliance is key to avoid any mis-steps. Making sure you stay compliant with consumer privacy and data protection laws will keep your organization safe. Data-driven healthcare marketing is a huge opportunity The providers who thrive in the era of value-based accounting will be the ones who embrace a consumer insight-based approach throughout the customer journey. In fact, research suggests companies that leverage consumer insights outperform peers by 85% in sales growth and more than 25% in gross margin. But here’s the rub: while it’s a massive opportunity, using consumer data must be done safely and securely. Consumers don’t want to think about their data being traded in the shadows, even if they’re happy to live-tweet the data from their smartwatch. Trust and transparency are paramount. So, what’s a consumer-centric, security-conscious healthcare provider to do? 3 ways to stay safe and secure using healthcare marketing data Working with consumer (or marketing) data is somewhat new to health. The rules for how you source, store and use it bring a whole new set of compliance concerns. Failure to comply can result in eye-watering fines, not to mention the potentially devastating loss of trust. If you’re handling it in-house, beware of vendors popping up with data solutions that don’t quite make the grade. Here are three ways to practice good data hygiene and keep your organization compliant: Safe sourcing First things first: know where your consumer data comes from. Is your vendor collecting this data from original sources, or via a third party? Do consumers know their data was collected, and how it would be used? Can you point to the original source’s privacy policies? When you use consumer data, make sure you know its source and can quickly point to the privacy policies associated with the data. Working with original source compliers of consumer data, like Experian, can ensure you meet privacy policy rules. Consumers should always be told their data is being collected, why, and by whom. Despite the challenges around the introduction of the General Data Protection Regulation (GDPR), its main requirement is actually pretty simple: don’t use consumer data without active consent. GDPR may or may not apply to your organization, but it’s a good model to work to, especially as others are following its lead (like the California Consumer Privacy Act). Safe storage Tales of data breaches at Yahoo and the English National Health Service send a shudder through healthcare C-suites everywhere. And no wonder – a Ponemon Institute Study found the average cost of security breaches is around $3.62 million per incident, while consumers are reported to be more worried about data privacy than losing their main source of income. Safe to say, secure data storage and processing should be a top priority for your organization. Writing for Law Journal Newsletters, Mark Sangster says: “Privacy and data responsibility must be as important to the officers of a business as profitability is to the investors. As such, privacy and compliance blur together, and security becomes the guardian, keeping the others in check.” Familiarize yourself with the rules around storing marketing and non-medical consumer data, such as ensuring you have a written data security policy, identifying data protection officers, and having strict controls on access to data files so that it’s never shared with anyone who doesn’t absolutely need to see it. The Direct Marketing Association and American Marketing Association both have handy resources on ethics, regulations and data privacy. It may not be light bedtime reading, but it’ll keep you right. Appropriate use of data Marketing data is there to help you find promising prospects and keep them interested. Use it to guide your messages and content. It should never be used to deny services to anyone or create unequal access, so always keep an eye out for potential adverse effects. People love to get useful information, but when it’s a little too specific about their lives, that’s verging on creepy! Don’t give the impression that you know solid facts about them. For example, instead of writing “Dear Family of 4”, choose images that would resonate with that family, or offer health fair invites focusing on pre-teen or infant health, according to what marketing data tells you is more relevant. With marketing data, you can avoid wasting time and money (and the embarrassment of) sending your geriatric services promotion to young newlyweds. Or you can connect the dots between services that marketing data suggests will appeal to the same demographic, such as women’s clinic patients who are interested in fitness, who may appreciate a poster about your orthopedics or dietetics promotion. Mastering healthcare marketing best practice Using customer insights to drive your marketing strategy has huge payoffs for patients and providers. Partnering with a reliable data steward will help you take your data analytics to the next level, and stay compliant at the same time. As the gold standard for consumer data privacy, Experian Health offers access to clean, original-source data and robust analytics platforms that give you the most comprehensive view of your health consumers – and peace of mind when it comes to compliance.
Patient responsibility for their cost of care is rising dramatically. By 2025, it’s estimated that 20 percent of all consumer earnings will go to healthcare costs. As such, consumers are increasingly wrestling with how to navigate the healthcare journey, and providers are seeking ways to provide more transparency around costs. To dig deeper into these shifts, Experian Health conducted a study to assess the patient healthcare journey. A summary of findings were released in an all-new paper, Embracing consumerism: Driving customer engagement in the healthcare financial journey. We interviewed Kristen Simmons, Experian Health senior vice president of strategy and innovation, to learn more about the study. What prompted you to conduct this study on the “jobs” associated with the consumer health journey? In speaking with our clients and top thought leaders in the healthcare space, we are naturally aware that our industry is ripe for change. Consumers expect a more seamless, transparent healthcare journey – from start to finish – but we wanted to dig in and understand more specifically how they view each dimension of the process. What “jobs” must they tackle on their quest to getting the healthcare they need? What’s working, and where are they experiencing pain in the process? We wanted to hear directly from consumers to understand their current situation and motivations, and simultaneously assess how providers are feeling about the state of healthcare. Tell me more about the “jobs-to-be-done” methodology. Why did you take this approach to conduct your research? Consumers purchase and use products and services because they satisfy one or more important jobs they are trying to accomplish. In healthcare, this largely centers around the goal of getting better: Cure the ailment, fix the broken bone, complete the annual well-check visit. Qualitative insight into the “jobs” consumers need to get done ensures that we start with a “needs” mentality when we innovate products and solutions, rather than an “ideas-first” mentality. In our work, consumer interviews revealed 137 jobs associated with a typical healthcare experience. We then conducted a quantitative survey to measure the level of importance associated with each of these jobs, as well as the consumer’s current level of satisfaction with their ability to get each job done. These responses helped us develop a heat map illustrating the greatest pain points and opportunities for improvement. And let me tell you, there is a lot of work to be done to improve the customer experience in health! Are you surprised to see that the financial “jobs” associated with the consumer’s healthcare journey to be the most painful for consumers? I think we all knew the financial aspects of the journey would be a pain point, but it was surprising to see just how dominant this pain was ranked across absolutely every financial element of the journey from start to finish. Ninety-four percent of consumers ranked financial experiences as a major pain point in their overall healthcare journey. Additionally, 98 percent of consumers ranked worrying about paying their medical bills as a “very” to “extremely important” pain point. We need to build solutions and processes that offer consumers more transparency around the financial aspects of the healthcare journey—and importantly, help them know what to expect at each step along the way. This will alleviate some of the stresses of the unknown and allow healthcare consumers to focus on what matter most – getting the care they need. Beyond the consumer survey, you also interviewed 22 providers about their priorities for creating a better patient experience. What did you learn in these discovery calls and face-to-face interviews? Healthcare providers want to see change as well. They are obviously focused on healing people, but they recognize the need to give focus to the marketing and business aspects of providing care. They told us they want to find ways to provide more clarity around charges, and education around how charges can change along the way depending on health discoveries. They additionally cited desires to measure the customer experience, improve their IT infrastructures, build customer loyalty and even link customers with charitable organizations who can help with healthcare costs and payment. They fundamentally understand that all aspects of the consumer or patient experience is important, and some are beginning to recognize that the financial and clinical aspects of healthcare may be more interrelated than once thought. The theme of “consumerism” bubbled up in both the consumer and provider responses. Can you expand on what “consumerism” means in the healthcare space? With the rise of digital technology, consumers have unprecedented power. They expect to be provided with a turnkey, individual experience that is fast and seamless. Think Amazon. Think Apple. Think about review sites like Yelp. While other businesses have been shifting their focus toward delivering meaningful and valuable consumer experiences, healthcare has largely stayed the same. But, costs are rising for governments and employers, and this is placing pressure on healthcare organizations to think differently about how they deliver value. Those rising costs are also directly impacting consumers, driving more shopping behavior and greater adoption of new online tools and resources (think WebMD) that give them more control. These shifts mean that driving consumer engagement and redefining how healthcare organizations interact with people is no longer a luxury, but a necessity. Providers need to make the customer experience a priority. Our survey results validate that, and I’m certain the expectations will only increase in the years to come as the next generations enter the healthcare arena. To learn more about the survey findings, visit Experian.com/consumerhealthstudy.
As they do with everything else they purchase, consumers demand more personalized experiences with their healthcare providers. To meet that demand, healthcare organizations have shifted how they think about customer engagement. It's no longer enough to bring patients in, take them through a treatment plan, and send them on their way; providers are now focused on empowering patients, treating them like customers, and using data to improve outcomes and quality of care. This shift is partly due to the fact that rising medical costs have forced health consumers to be choosier about their providers, which means those providers have to be more competitive. While this shift is relatively recent in healthcare, consumers are used to comparing companies and products before making a purchase. With that in mind, healthcare providers should take a cue from the successful marketing techniques used in other competitive industries: collecting data, using that data, and connecting with consumers to get more data. With marketing solutions from Experian Health, healthcare organizations have an easy way to leverage data and more effectively reach their current and future customers. Finding your audience The people you want to market to aren’t just patients; they’re consumers — and hopefully future customers. And these consumers have specific lifestyles and habits. The best way to learn about those habits is through a comprehensive database of consumer information. Experian Health's ConsumerViewSM lets you tap into more than 30 years of historical data on more than 300 million consumers. Learn exactly who your audience is by pooling data points on core demographics including age, gender, marital and parental status, and more. ConsumerView pulls from a variety of sources and is constantly being updated, which means marketers can trust that they're getting accurate, actionable information. After you identify your target market, you can combine the data from ConsumerView with Mosaic® USA and TrueTouchSM to segment, identify, and successfully reach your target audience with the most appropriate message. Consumer segmenting made easy While ConsumerView is the source for your audience’s data, Mosaic USA is how you make sense of it all. Think of it like an automatic filing cabinet, sorting your data into relevant groups and presenting it to you for easy accessibility. The segmentation system separates consumer audiences into 71 unique types within 19 overarching groups; more than 300 ConsumerView data points detail consumers' preferences, choices, and habits. This segmentation helps you zero in on your audience and tailor your messages to each group you're targeting. Using Mosaic USA, you could identify which segments of your audience would benefit from preventative medicine or which ones are currently living with certain health conditions. Then, you could send those audience segments messages and materials about your relevant services. With the TrueTouch platform, you can ensure each message is also delivered to your audience through the channels they prefer for optimal engagement. Getting on their level Knowing who your audience members are and what they value most is an important marketing step, but you still have to deliver your message in a way that resonates with them. That might be through personalized emails, ads on their favorite social media channels, or even direct mail advertisements. TrueTouch gives you the power to personalize your marketing campaign for each unique segment of your audience according to their preferred methods of engagement. Reaching out to customers before they need to come in for a visit will make that visit more personal and productive. Your personalized marketing campaign can leverage emails, social media interaction, website retargeting, and more, depending on what's most effective. As your marketing campaign draws in more customers, you can continually improve your TrueTouch usage by capturing data on which channels were most effective for which customer segments. Ultimately, healthcare providers should be the most focused on providing excellent care and making customers healthy. That's why Experian Health's marketing tools are designed to make healthcare marketing as easy and as effective as possible. Today's consumers are savvy and choose their care providers carefully, but gaining valuable insights into their behavior is simpler than you might think.