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1、Digital healthcare:the new frontier Upgrading healthcare systems in a digitally-driven,post-pandemic world2.While the pandemic isnt behind us,it has gone on long enough that many of us now know how to make homemade bread.And in this post-pandemic-ish world,staff shortages as well as technological in

2、novations are at an all-time high.The pandemic accelerated the healthcare industrys path towards digital transformation and improved consumer healthcare.Since we are in no need of a breadmaking guide as we have all been sorted into expert makers or expert eaters we will be navigating the ins and out

3、s of digital healthcare:How do you build a solid foundation for digital transformation in healthcare?Digital transformation is an ongoing effort with no true end state.But if your consumers arent pleasantly surprised by the outcome,youve missed the mark.Well look at Christus Health and Penn Medicine

4、 as leaders in the space.What are other hospitals and healthcare systems doing and how can you get inspired to improve?Well look at telehealth and explain why reexamining the post-pandemic changes in the retail world can once again provide inspiration and guidance for healthcare systems.And,of cours

5、e,what comes next?From chatbots and natural learning processing,what new technology and ways of working will keep you at the cutting edge of impactful consumer experiences?Well look quickly at the approaches underway at Childrens Hospital in Eastern Ontario and Johns Hopkins.Lets dive in.Laying the

6、foundation for innovation /Digital Health Transformation Fails Without Accurate Data/How to Keep PHI Out of Digital Targeting and PersonalizationLooking ahead:better patient communication /Healthcares Future:Chatbots and Natural Learning ProcessingTakeaways:from data to digital to patient communicat

7、ionRedesigning todays patient engagement strategies /Telehealth Access and Experiences Done Right /What Hospital Systems Can Learn from the Retail World:A Fresh TakeContents010203Upgrading healthcare systems in a digitally-driven,post-pandemic world3Digital healthcare:the new frontier/Upgrading heal

8、thcare systems in a digitally-driven,post-pandemic world Many healthcare organizations are working to provide digital experiences that meet or exceed consumer expectations.But fragmented,inconsistent data is still a deep institutional problem.The reality is that many organizations show the same fact

9、 8 different ways across 8 different systems,with different levels of accuracy or completeness.This is a terrible experience for the consumer.But with proper data and system alignment,it could be a great one.Information across multichannel systems needs to be unified,validated,governed,and properly

10、distributed as part of a successful digital healthcare transformation.If you find a doctor on a provider search application but the call center doesnt have this doctor in their database,this creates a frustrating user experience.The patient needs to hear the same facts with one voice,no matter which

11、 system they communicate through if not,the organization risks loss of patients,missed appointments,or other misalignments that are costly at scale.So,whats the good word,doc?When hospitals get acquired,physicians and locations have data in disparate systems.The data alignment process may seem like

12、a given as medical institutions merge.But data migration and system integration often dont get proper attention.Laying the foundation for innovationDigital Health Transformation Fails Without Accurate Data 1.1014Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,p

13、ost-pandemic world 4There are two important factors to consider when aligning data:/Consistent taxonomy /Unified source of truth A consistent taxonomy,or a categorization of facts,is essential to differentiate between services and needs.An ambulatory clinic can do a concussion assessment,but if a pa

14、tient has a brain tumor,they need to see a specialist like a neurosurgeon,making taxonomy and data sharing critical.Christus Health worked with Valtech to develop an intricate and detailed taxonomy to make provider and location search more relevant and convenient.A sprained ankle would likely requir

15、e the location filter to find the closest available physician.A bigger emergency,like heart surgery,would require both relevance and location filters,to find the best specialist for the case.Christus Healths taxonomy allows for both searches and displays what the user actually needs.After taxonomy,a

16、 unified source of truth is necessary to keep track of information like:/Doctor credentials /Doctor contracts /Physician schedules /And physician locations If there is no unified source of truth,institutional siloes would own different pieces of the puzzle which makes it difficult to ensure a smooth

17、 and consistent user experience.If the HR database manages doctors credentials while the IT database tracks the locations where the doctors work,are those two systems tightly integrated?Penn Medicine solved this problem by putting together a complex Master Data Management platform,as well as a busin

18、ess rule management system to assemble“truth”from 20(yes,20!)different data sources.In partnership with Valtech,they successfully unified data across platforms and eliminated information siloes.45Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic wor

19、ld Which puzzle pieces do we need?All data should come from a Master Data Management platform or a Content Logistics platform./Either of these can serve as the single source of truth that collects accurate data and serves as the point of origin for any other platform.A website is not the holy grail.

20、/It doesnt“own”or originate the source of truth and should not feed data to all other connected platforms,it should deliver the content as a personalized marketing experience to users.Call centers and chatbots,are the two most direct forms of communication with users and need to be tightly aligned w

21、hen it comes to the information they deliver./Call center teams do not generally communicate with the website content team,which creates a significant risk of misalignment.If a user is searching for information on COVID-19 vaccines,each of these resources(chatbot,call center,website)should have the

22、same answers to questions like“Where can I get a vaccine?”and“Does this clinic accept walk-ins for vaccination?”.EMR Consumer Health Portals like Epic and Cerner are important channels when it comes to patient retention./These portals are a unique patient experience with these healthcare systems res

23、ources.The information they provide,such as post-operative instructions and care,needs to be aligned with the website,as well as any other means of communication.If a patient received different post-op information in the paper given to them after surgery,on the website and in their portal,this would

24、 make for a frustrating and potentially harmful patient experience.56Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic world How do we solve this healthcare Rubiks cube?The secret ingredient:a move beyond siloed applications as conflicting sources o

25、f information,towards unification through Master Data Management platforms such as Kyruus and Yext,or Content Logistics platforms.Data unification holds the digital experience together.The cost of skipping or incorrectly completing this process will be substantial,corrupting any system,operating imp

26、rovements,or innovations made in the future.They would not run correctly or efficiently without a solid foundation of accurate,unified data.Think of it like solving a Rubiks cube:if you dont have the right information on how to solve it,the moves you make will only lead to more mismatched squares.A

27、close integration between the strategic and tactical processes related to the new digital experiences is what clarifies the data that is needed,in what form and with what metadata.Put it all together!What are your next steps?/People:The teams for digital,customer service,operations and clinical shou

28、ld all take active roles in this alignment.Direct and consistent lines of communication between these teams is essential to creating a unified and sustainable ecosystem./A governance model is also important to establish accountability,and it signals that data unification is not an afterthought,it is

29、 a big and intentional undertaking./Sustainability and change management:A sustainable solution is adaptable to change,is constantly being monitored,and does not require manual updates on every platform that presents a piece of information.This has been particularly important in a pandemic context,w

30、hen visitation policies were constantly being changed during the height of COVID-19.7Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic world Protected Health Information(PHI):Whats the right balance to strike between personalized patient experiences

31、 and conforming to HIPAA?Weve seen healthcare systems err on the side of too strict or too lenient when defining types of data and how to use them.Heres some guidance from our health experts.For healthcare providers looking to add personalization to their offerings,heres how to do that while navigat

32、ing PHI regulations.PHI,A Trap for Digital Marketing Healthcare is highly regulated,and Protected Health Information(PHI)the information that medical institutions,insurers,billing systems,researchers,doctors and nurses may know about your healthis extensively regulated,as it should be,by HIPAA(the“H

33、ealth Insurance Portability and Accountability Act”of 1996)to protect the privacy of patients.What PHI Isnt Why ISNT that data considered PHI?Because of the context:the interaction that provided the information about user interests and intentions did not occur within a true medical interaction.What

34、does that mean?A patient of the neurology department browses a set of neurological conditions,and that becomes part of their online profile for personalization and targeting purposes.If those interactions were to happen within a secure form,like a clinics online appointment registry,where the patien

35、t selected conditions to discuss with a healthcare provider,that would be a true medical interaction.In this case,the data is PHI and cant be used for any form of targeted marketing.PHI In Action Many institutions dont comfortably get these distinctions,and often make one of two mistakes:/Too strict

36、:They clamp down on anything that even looks like PHI before it can be properly categorized,even if the data is obtained about a person from public,non-privileged interactions,because of fear it may secretly be PHI./Too lenient:They use information from billing systems or EMR to build profiles that

37、are mistakenly used for marketing.This is less common because the whole industry is on high alert to prevent marketers from gaining access to privileged information.Thats why CRM vendors working in healthcare tend to be very clear about the PHI boundaries to keep it out of their systems.It is import

38、ant to ensure that clients understand where the boundaries are,what can and cannot be done.To make data safe for marketing uses,companies take many precautions to make sure their work in systems that profile and automate marketing to users is PHI-free.How to Keep PHI Out of Digital Targeting and Per

39、sonalization1.28Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic world At the beginning of the pandemic,it seemed that almost overnight telehealth became a critical pathway to connecting patients with providersand vice versa.Where a more robust tel

40、ehealth experience may have been a goal in a digital roadmap or a slow moving“proof of concept,”it became an urgent priority,and many health systems have been forced to convert telehealth into the primary method of providing care to patients.This has been done largely without time to think about how

41、 the telehealth experience affects the way that the patient accesses care or to create a comprehensive solution that fully meets patient needs and expectations.TRedesigning todays patient engagement strategiesTelehealth is the lovechild of the pandemic and evolving consumer needs.With telehealth con

42、tinuing to advance and become a more expected option for healthcare providers,making a successful telehealth platform that is accessible to patients has never been more important.Telehealth Access and Experiences Done Right 2.1029Digital healthcare:the new frontier/Upgrading healthcare systems in a

43、digitally-driven,post-pandemic world It is important to remember the key principles and foundations of a good UX are crucial to delivering a valuable and meaningful telehealth experience to patients.Here are some of our best practices to keep in mind as you build or expand your telehealth presence w

44、ithin your health system.Make it Extremely Easy-to-Use and Easy-to-Access As with any other experience,it is important to make sure that the patient finds your telehealth experience easy-to-use and easy-to-access when they come into contact with it.In order to help eliminate any barriers or roadbloc

45、ks in the patients journey,features such as clear appointment availabilities and email confirmations with direct links to important information are essential to creating a smooth and easy customer experience.As the infamous IBM quote states:“Ease of use may be invisible,but its absence sure isnt.”9S

46、ell the Alternative to In-Person Care As the world navigates through COVID-19,more and more people are using telehealth out of necessity.In the long term,its going to be important to continue to support telehealth as a quality alternative to in-person care wherever possible.Patients may shop around

47、and compare different telehealth providers before they schedule an appointment,and this makes it even more critical to incorporate helpful peer-to-peer insights,such as patient testimonials,that are proven to support the decision-making process.Ensure that Telehealth is Findable Across Pathways Maki

48、ng sure that patients can find your telehealth offering is hugely important,no matter their entry point on the website.This means that it is critical to make sure that you have information about telehealth offerings at various locations and conversion points.To make sure that your telehealth offerin

49、gs are findable,telehealth terminology and labeling need to be consistent across the health system and aligned with the terminology that your patient base is most familiar with.1/3/2/10Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic world Keep Tel

50、ehealth Offerings Transparent&Trustworthy Plainly said,if a health system or provider presents themselves in an organized,transparent way,then patients are going to have more trust in putting the care of their health in that system or providers hands.It is important to be transparent around bill pay

51、ment options,insurances,the patients responsibilities and what will happen during an appointment so the patient can determine whether a telehealth visit is right for them.Deliver Accessible Telehealth Experiences Lastly,ensure that patients across a spectrum of abilities,ages and languages have equi

52、table access to telehealth offerings.As with other parts of your digital experience,make sure to follow best practices to meet the requirements outlined in Web Content Accessibility Guidelines(WCAG)and ADA compliance regulations.Eliminate medical jargon,use plain language as much as possible and mak

53、e information available in different languages according to your patient base.If you dont have the tools in-house at your health system,work with your digital partner to run an accessibility scan across your telehealth experience to make sure that your content is following accessibility best practic

54、es so you can remediate any problem areas.Summing Up the Way Forward Creating more integrated and thoughtful approaches to telehealthespecially focused on patient accessare critical as we navigate through the next phases of medicine.With patients becoming more accustomed to telehealth as an option f

55、or care,its going to be critical for the organization as a whole to deepen the support for telehealth in order to stay competitive in a tight marketplace.Investing in the right tools and in a quality user experience around telehealth that improves findability,provides educational content,supports ea

56、se-of-use,encourages credibility,and maintains accessibility is going to be make-or-break for both mission and competitive survival.104/5/userid:145584,docid:525904,date:2024-09-27,11Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic world Retail and

57、 Health:different stakes The consumer expectations of convenient and on-demand service are incredibly similar.Effective retail strategies can be translated into actionable blueprints for hospital programs.The goal is to improve systems and approaches currently used in hospitals to be more efficient

58、and personalized,tactics that many retailers know inside and out.Customer retention:the biggest hurdle for hospitals to overcome Customer retention is a cornerstone of retail strategies.Major retail brands retain customers through loyalty programs,as well as marketing automation and personalization

59、all this in an omnichannel approach.Hospitals,on the other hand,while they are dedicated to patient retention,often lack clear strategies and repeatable processes to change the overall patient experience.What hospitals have to learn:Omnichannel platforms can give hospitals a full view of the patient

60、 using a multi-channel approach that unifies patient information across channels and facilitates some of the tactics that most modern hospital systems are now using for marketing automation and personalization.Retail approaches align overall customer experience to how consumers think.The right techn

61、ology delivers contextual experiences related to predicted user journeys.Hospitals can personalize interactions in low-risk ways,the same way retail does,to build loyalty and enable greater engagement.Some hospitals are clearly at the forefront Christus Health,an international not-for-profit health

62、system,developed a highly customized EPIC integration that is the epitome of personalized convenience.They created an online platform that facilitates the use of several of their services,used in 4 states and Latin America.It has custom solutions based on each locations specific needs,aligning geolo

63、cative personalization with complex user journeys.The platform allows for several patient actions,including finding a doctor and booking an ER visit.What Hospital Systems Can Learn from the Retail World:A Fresh Take 2.2Retail and health have one big similarity:people expect convenience in both indus

64、tries.Patients are drawn in by lower quality,high convenience retail medicine options.The search for a total healthcare experience that emulates consumer expectations in retail is sky-high.And while the truism“hospitals have a lot to learn from retail”is a tired one,we think it bears repeating with

65、a fresh,contextual view.12Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic world The Childrens Hospital in Eastern Ontario(CHEO)offers a food services program that perfectly encapsulates a personalized omnichannel approach.The program is app-based,

66、with a made-to-order service(think Uber Eats).Patients can order food at any time.The food service department has access to the patients records to ensure that their order complies with the doctors notes on what they can eat.If they have surgery the following day,for example,they may need to fast in

67、 preparation.This feature of cross-sharing information between platforms was also applied to the app,filtering the options shown to the patients based on their chart foods that they cannot consume are not shown on the app until the notes in the chart are updated.This program,the only one of its kind

68、 in Canada,makes the case for how a hospital setting can benefit from an omnichannel,personalized patient-centric approach in a mobile experience form.It presents advantages to the patient as well as all the caregivers(nurses,doctors,food staff,etc).At Johns Hopkins,they decided to focus on serving

69、patrons in common vernacular.Hopkins content strategy centered around personalization,automation and effective communication with patients as well as potential patients.“Aging”and“teen mental health”,for example,were more intuitive for website visitors than“rheumatology”or“cardiovascular department”

70、.Colloquial delivery of medical content generated greater customer engagement and more accessible positioning.The challenges specific to the hospital setting are not deterrents but differentiators.The logistics of technological innovation in a hospital setting are unique,with plenty of players and s

71、takeholders involved.Many hospitals have several systems already in place that run simultaneously but separately.The focus of a retail-inspired strategy in a hospital setting would be to unify systems to connect information for patients.The expectation of an Amazon-type experience,with personalizati

72、on and convenience in the user journey,can be tricky to execute in a hospital setting but it is indeed possible.CHEOs food services program is a great example of a personalized experience,and a testament to a hospitals ability to connect patient information across platforms,regardless of the many ch

73、allenges hospital systems face.Christus Health also unified its service offerings into one platform,allowing patients and potential patients to access a variety of services on a single platform.The lessons learned in retail cannot be replicated exactly in the hospital setting but they can inspire a

74、similar approach,focused on personalization,convenience and efficiency.The hospital-specific challenges are important to keep in mind,but they are not blockers.Instead,they simply showcase the differences between the retail and healthcare industries.When applying a retail-inspired approach,these cha

75、llenges are the factors to be considered in a plan made for a hospital setting.This approach would reduce redundant paperwork interactions,making the digital and office experiences more aligned.It would also create greater strategy consistency across all experiences,paralleling the thinking applied

76、in retail.13Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic world Chatbots run on Natural Learning Processing emerged as a key channel of communication during the pandemic.Patient communication is the new frontier for improved consumer health expe

77、rience.The potential of chatbots is currently underuti-lized.Natural language search the little search bar that takes complete questions and answers them with smart results is also growing in popularity.Both techniques are perfect for con-sumers who are looking to“have a conversa-tion”rather than re

78、ad through lengthy research.They offer friendlier and lower friction ways to engage with healthcare systems.What used to be an underperforming“add-on”in digital healthcare is now crucial and supports diversi-fied types of communicational experiences.Chatbots are like a genie in a bottle,but with a p

79、re-written script.Chat is a more limited version of a call-center conversation,with prefabricated responses and smart search results.A good chatbot presents links to web pages or provides relevant responses sourced from common data from the website or call center.This ensures consistency in answers

80、across platforms chatbots,website,call center and more.Natural Language Processing or NLP is a form of machine learning that makes an educated guess on what the user is talking Looking ahead:better patient communication Healthcares Future:Chatbots and Natural Learning Processing 3.10314Digital healt

81、hcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic world about through a multi-step process that progressively narrows down its guesses.If the process does not provide a satisfactory response,the user gets a“bail-out”where they can then communicate with a human a

82、t a call center,for example.Chat presence on a website can be very versatile.Most chat platforms can be integrated in a more sophisticated way.For example,the chatbot can be aware of what part of the website the user is visiting,assuming they have accepted tracking.Its no Swiss Army Knife,but a chat

83、bot can have so many creative uses.As long as you build appropriate support,the sky is the limit!Think of Natural Language search as your nerdy older brother who always answered your“Why”questions as a kid.Natural Language search uses NLP like chatbots to hone in on relevant results.However,Natural

84、Language search is less tightly programmed than chatbots;it simultaneously has more room for error and a broader reach to all subjects.Unlike chatbots,there are no pre-programmed or highly focused intents.For example,if you search“Where is the parking garage for the Cancer Center?”,the search result

85、s will be links that direct you to the most relevant web pages to answer your question.Users generally like to formulate their searches as questions,as if they are having a conversation.Natural Language searchs wider reach allows people to use this kind of comfortable wording and get helpful results

86、.An example:Some platforms,like Yext Answers,are AI-powered.Rather than linking to web pages,Yext Answers employs Natural Language search to provide direct answers that are modeled in the Yext master data management system.The user search data from Natural Language search is telling and can help com

87、panies further formulate user-centric content.This is an improvement over conventional search without creating a whole new paradigm of interaction.Not all chatbots and NLP platforms are created equally.So how do you pick one?Dedicating lots of training time for healthcare chatbots is what sets vendo

88、rs like Loyal Health and Gyant apart and gives them a huge edge over others.Training the NLP for different areas and healthcare intents allows chatbots to accurately understand what the user is talking about.Features and integrations are also differentiators.Chatbots need to have a usable backend fo

89、r teams and companies to be able to develop an efficient practice around them.They also need to be highly integrated with outside data sources to make sure the facts in their 15Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic world answers are up-t

90、o-date and accurate.Poorly integrated data represents a common pain point for chatbot platforms.“Enterprise conversation management”goes a step further than chatbot-only platforms.They use the same conversation logic and facts across multiple other channels and can include voice,telephone automation

91、 and more.Cognigy,an enterprise software provider for conversational AI automation,is a great example of a platform that aligns all the chat and voice channels at once.What about developing a chat practice?Strong conversational design and a vivid brand experience are the secret sauce.Responses that

92、fit a brands tone while emotionally connecting with,surprising,and delighting the user are all important factors in developing a chat practice.As for the nitty gritty,master data management is essential to securing the relationship between the chat and the facts.Those integrations need to be governe

93、d and long-lasting.Chat experiences require frequent attention,with people who are responsible for monitoring how accurate and user-friendly the responses are as the chat evolves over time.Who takes responsibility?Resources are often tight in consumer healthcare and there is often one person that ow

94、ns content strategy and one person that owns user experience.Either of these roles can take on a leadership position and own the chat practice,given available time.Despite all the data integrations,the role of owning the chat practice is most tightly aligned with user experience,not just technology.

95、1516Digital healthcare:the new frontier/Upgrading healthcare systems in a digitally-driven,post-pandemic world from data to digital to patient communication Takeaways:Weve covered a lot of topics in this paper.If you had to sum it all up for your board,heres what to say:The data imperative:/Accurate

96、 data alignment is necessary to create a clear and positive user experience on every platform available.Without this first step,every future improvement or undertaking will be hindered by unclear,uncategorized,and confusing data./Protected Health Information can and should be kept out of your digita

97、l marketing strategies with careful and clear definitions.Data needs to be revised before it can be used to personalize consumer experiences.Consumer healthcare is digital healthcare:/Hospitals can model their strategies after the retail industrys omnichannel approach to improve customer retention,w

98、hile focusing on personalization and efficiency./The pandemic has fueled the rise of telehealth.Now that we have the time to improve it,focus on findability,ease-of-use,sellability,transparency,and accessibility.Patient communication is the future of improved consumer health experience and digital h

99、ealth transformation.The two key tools:chatbots and Natural Language search./The key to a strong chat practice is developing powerful conversational design and a rich brand experience./Natural language search improves upon conventional search by formulating fine-tuned user-centric content,while havi

100、ng a broader reach to subjects than chatbots.The work you do is critical.And Valtech is here to help you navigate the now and tomorrow.Valtech is one of the best companies in the world for digital transformation across all sectors.Valtechs Health practice combines strategy,innovation,and technology

101、to level up your consumer experience.We work with the leading healthcare systems in North America over the last three decades to help them build efficient and modern consumer experiences.where experiences are At Valtech Health,we consistently launch,scale,and optimize digital transformations for glo

102、bal leaders in consumer health,pharmaceuticals,medical technology,and health insurance.We understand that digital transformation impacts people,processes,and technology,and change across those fronts is challenging.That is why we support our clients in evolving their digital platforms,to achieve the

103、ir business goals and meet consumer needs and expectations.Our healthcare practice,staffed by a global team of experts,is broad and includes consulting,technology platforms and integrations,strategy,user experience,analytics,operations,managed services,custom applications,and more.Moreover,our acces

104、s to data and insights across industries,such as retail and hospitality,inspires the solutions we can implement with our healthcare clients.We are trusted by leading brands such as Novo Nordisk,Sanofi,Novartis,Bristol Myers Squibb,Alcon,Philips,CAE,Saintas,Johns Hopkins Medicine,Penn Medicine,CHRISTUS Health,and Shriners Hospitals for Children.For more information,visit our healthcare practice at