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© 2019 FORRESTER. REPRODUCTION PROHIBITED.
© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Consumerism: An Unstoppable Force in Healthcare
Arielle Trzcinski, Senior Analyst
April 10, 2019
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Today…
Why you should care about customer experience.
How technology will transform the way you operate.
Learn from other leading organizations.
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We are ALL touched by
healthcare at some point in our
lives.
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91% of Consumers
make online
purchases today
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How many of
you deposited
a check at a
physical bank
in the last
week?
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Fewer than 40% of healthcare
consumers engage digitally today
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“The customer experience has become the new
basis for differentiation.
In the age of hyper-competition you are no longer
fighting against competitors, but the broader
digital experiences that have penetrated
customers’ lives.”
Source: Interview with Jake Sorofman, CMO of Pendo, October 29, 2018.
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Healthcare organizations must:
✓Adopt modern feedback collection methods
✓Make the most of data that already exists
✓Leverage a comprehensive CX measurement framework
✓Tap into customer emotion
✓Embrace customer journey and ecosystem mapping
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Perception.
How customers feel about what happens and how this affects their
overall CX.
CX measurement programs include:
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Interaction.
What happens during the interaction.
CX measurement programs include:
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CX measurement programs include:
Outcome.
What customers do as a consequence of the experience.
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By measuring what customers think about
their experience and why, HCOs can identify
the toughest issues their customers face —
and move from metrics and insights to
action.
Why is measurement important to you?
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By using a blend of CX metrics, HCOs
can drive change that will improve
performance and CX – while also
having an impact on the bottom line
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Healthcare CX leaders
achieve business outcomes
Source: Data extracted from organization’s annual reports 2017, 2016
18% increase in net income YOY
69% increase in NCQA Quality Measures
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Source: Data extracted from organization’s annual reports 2017, 2016
12% increase in members over 5 years
6% increase in total revenue YOY
Healthcare CX leaders
achieve business outcomes
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Measurement uncovers the true needs of
your employees for a better experience
• Doctor finder
• Plan and benefits information
• Personal health assessment
• Hospital finder
• Claims manager
ACCESS on a health insurer’s
website:
• Cost calculators
• 24-hour nurse hotline
• Fitness resources
• Health library
• Nutrition resources
WANT to access on a health insurer’s
website:
Source: Source: Consumer Technographics North American Healthcare & Government Online Benchmark Recontact Survey, Q2 2018
Base: N=4,987 US Online Adults 18+ (Online Weekly or More); …In Each Group Shown (N=2,670 | 125)
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Source: Forrester Report: ‘The Future Of CX Measurement’
Goal: To be easier to do business with.
How: Upgrade VoC program to
leverage text analytics and move away
from survey data.
Outcome: Identified not only when and
with what customers were struggling
with, but also why.
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To do this well, we need to
collect and analyze the
right data.
But, wait… I already have
LOTS of data.
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Healthcare
organizations
are taking on
more risk, but
90% is out of
your control
40%
30%
20%
10%
Socioeconomic and
Environmental
Factors
Genomics
Consumer Behavior
Health Services
Source: Adapted from ‘We Can Do Better — Improving the Health of the American People.
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Data fatigue has set in as HCOs
search for “signals in the noise.”
Of healthcare data is unstructured80%
89%HCOs plan to invest in improving the
use of data and analytics
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HCOs must
build a 360°
view of the
customer
Source: Forrester Research
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The ingestion
and insight layer
are critical to
informing
meaningful
digital
engagement
Source: Forrester Research
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Cognitive analytics provide prescriptive insights which
inform the next best action - tailored to the individual
Advanced analytics must support:
A true 360-degree customer view provides deep insight
into customers' potential to change their behavior
Analysis of unstructured data to create a complete view,
including consumer behavior and social determinants
of health (SDoH)
Source: Forrester Report: ‘The Forrester Wave™: Healthcare Analytics, Q4 2018’
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Customers
must be
empowered
with insights
about their
health
40%
30%
20%
10%
Socioeconomic and
Environmental
Factors
Genomics
Consumer Behavior
Health Services
Source: Adapted from ‘We Can Do Better — Improving the Health of the American People.
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49% of consumers use are interested in a wearable device
Consumer wearables adoption will grow to 28% by 2022
US online adults
use wearables
because they
like tracking
their personal
data
US online
adults like that
wearable
devices deliver
important
notifications
instantly
55% 44%
Source: Forrester Report: ‘The State Of Wearables: 2017 To 2022’.
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59%
75%81%
47%
63% 66%
2016 2017 2018
Millennials
Medicare
Interest in remote care increased from 54% to 74% in 2018
Virtual Care will outpace
outpatient care by 2020
Source: Forrester Report: ‘Case Studies: How Virtual Care Delivers A Winning Healthcare Experience.’
Consumer Technographics North American Healthcare & Government Survey, Q1 2018
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HCOs must meet the growing demand for connected
health experiences but to gain adoption you must:
✓Pinpoint a specific problem
✓Are mission driven
✓Are natural fit for HCOs
✓Make privacy a differentiator
✓Create a system of insight
✓Have an effective revenue model
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UnitedHealthcare Motion
focuses on getting
employees and
members active and
keeping them moving –
and UHG gets data.
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Before you go…
✓ Remember to keep healthcare personal.
✓ Embrace focus on customer experience.
✓ Accelerate your organization forward with the
right technology and analytics.
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Questions?
FORRESTER.COM
Thank you© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Arielle Trzcinski