© 2019 FORRESTER. REPRODUCTION PROHIBITED....Apr 10, 2019 · your employees for a better...

© 2019 FORRESTER. REPRODUCTION PROHIBITED.

Consumerism: An Unstoppable Force in Healthcare

Arielle Trzcinski, Senior Analyst

April 10, 2019

3© 2019 FORRESTER. REPRODUCTION PROHIBITED.

Today…

Why you should care about customer experience.

How technology will transform the way you operate.

Learn from other leading organizations.


We are ALL touched by

healthcare at some point in our

lives.


91% of Consumers

make online

purchases today


How many of

you deposited

a check at a

physical bank

in the last

week?


Fewer than 40% of healthcare

consumers engage digitally today


“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.


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


Perception.

How customers feel about what happens and how this affects their

overall CX.

CX measurement programs include:


Interaction.

What happens during the interaction.




Outcome.

What customers do as a consequence of the experience.


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?


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


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


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


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)


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.


To do this well, we need to

collect and analyze the

right data.

But, wait… I already have

LOTS of data.


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.


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


HCOs must

build a 360°

view of the

customer

Source: Forrester Research


The ingestion

and insight layer

are critical to

informing

meaningful

digital

engagement

Source: Forrester Research


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’


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.


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’.


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


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


UnitedHealthcare Motion

focuses on getting

employees and

members active and

keeping them moving –

and UHG gets data.


Before you go…

✓ Remember to keep healthcare personal.

✓ Embrace focus on customer experience.

✓ Accelerate your organization forward with the

right technology and analytics.


Questions?

© 2019 FORRESTER. REPRODUCTION PROHIBITED....Apr 10, 2019 · your employees for a better...

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