Improving the Patient Experience Through Digital Transformation

// By Brian Griffin //

Two health systems, one in Florida and one in South Dakota, are at the forefront of using technology to meet the rapidly changing expectations of healthcare consumers.

The coronavirus, growing consumerism, and increased competition are contributing to decreased patient loyalty and a heightened need for healthcare organizations to improve the patient experience through digital transformation.

“The latest market research shows there’s been a sharp drop in loyalty over the past few years, especially during the pandemic,” says Ben Dillon, chief strategy officer for digital experience agency Geonetric. “Although consumerism has been a key factor for some time, COVID-19 has accelerated the pace.”

Ben Dillon, chief strategy officer, Geonetric

Dillon also notes the industry continues to see growth in competition, both within healthcare and from outside players such as pharmacy chains, large retailers, and startups. “It’s all leading to greater choice and shifts in the way younger generations and baby boomers select and access providers.”

To navigate these changes, Dillon asserts that healthcare organizations must take the patient experience to the next level by leveraging advances in technology. “Today’s tech-savvy consumers want to interact and even receive care online. Strategists and marketers need to prepare to compete in this environment.”

Dillon recently moderated an eHealthcare Strategy & Trends webinar on the subject, featuring executives from two health systems that are emerging as national leaders in the field:

• Kendra Calhoun, senior vice president of strategic marketing and communications at Avera Health in South Dakota
• Ed Rafalski, chief strategy and marketing officer for BayCare in Florida

Read on to learn how BayCare and Avera use digital tools to enhance the patient journey.

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