Revolutionizing healthcareDisruptive technologies are transforming the way we work and play, but perhaps more importantly, technological advances in artificial intelligence (AI), automation, and data-driven innovations will redefine Canadian healthcare.

It’s a revolution marked by greater connectivity, big data insights, and targeted and predictive care. It’s also one driven by the understanding that Canada’s patients are also customers who share the same expectations for their healthcare providers as they do for their retail, financial, and other commercial partners.

For Canada to meet the expectations of patients and families, it must consider its customers’ preferences, habits, and everyday circumstances at every step.

The impetus for change

As organizations in other industries turn their focus to developing customer-centric operating models, healthcare organizations will need to adopt more patient-centric approaches to meet the changing needs of patients (customers). It is said that an individual’s best experience anywhere, becomes their expectation everywhere. As such, the healthcare industry will have to look to best-in-class customer experience organizations from across all industries to understand the standards by which customers are judging them.

“ We have the means to better assess, monitor, and predict healthcare needs. That’s shifting the focus of healthcare from being something that’s primarily aimed at people who are sick to services and products that proactively promote health and wellness – and do so in a way that’s tailored to each individual.” Gordon Burrill, National Leader for Health and Life Sciences, KPMG in Canada

Delivering a proactive, personalized, connected approach to health and wellness

© 2019 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.© 2019 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

The Five MysUnderstanding your customerCustomer choices have always been influenced and governed by multiple factors, but never has this been as complex and subject to disruption as it is today. The Five Mys framework helps identify what customers value in an experience, understand the moments that matter to them, get smarter about the connections that contextualize their lives, and learn about the trade-offs they make with time and money. How these factors work in concert across an individual’s different life stages and events is key to unlocking real insights and predicting what will drive the customer of tomorrow.

The Five Mys and the Canadian customer

My motivation

63%of Canadians often worry about their personal health

Characteristics that drive behaviour

and expectations

My attention

Ways individuals direct their attention

and focus

My watch

How individuals balance constraints of time

and how that changes across life events

My connection

How individuals connect to devices, information

and each other

15%of Canadian

Millennials own a fitness tracker

My wallet

How individuals adjust the share of wallet across life events

Companies that help support Canadians’ health and wellness goals are poised to capture a share of

their wallets.

Healthcare providers must take a personal,

direct, and user-friendly approach to engaging patients and embrace

digital channels.

Canadians are taking a proactive approach

to health and will embrace products

and services that will support their lifestyles.

Younger generations will push healthcare

organizations to deliver real-time

information (including their health data).

Canadians are placing a high premium on

personal health.

IMPACT

IMPACT

54% of Canadians

proactively filter information

on average spent by Canadians on health activities

4 hrs/w

of Canadians said they would cut spending on personal health if their

income decreased

3%Only

IMPACT

IMPACT

IMPACT

(second highest among countries surveyed)

© 2019 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

The Six Pillars Designing customer experience excellenceBased on nearly a decade of research and more than two million evaluations across multiple markets, we have identified and validated six fundamental components of every great customer experience. The Six Pillars are inextricably intertwined and, when combined, provide a powerful mechanism to help decision makers understand how a strong customer strategy is executed.

The Six Pillars and the Canadian customer

“ In order to give Canadians the ability to take a more proactive and collaborative approach to their health and well-being, the health sector needs to embrace technology to enable seamless sharing of data amongst stakeholders.” Peter Hughes, Customer and Digital Services Leader, KPMG in Canada

Knowing the patient is fundamental to tailoring the healthcare experience

to their specific circumstances, lifestyle, and preferences.

It is important to balance trust and continuity with the implementation

of new digital technologies and care delivery models.

Developing digital channels that allow patients to interact

with their healthcare providers on their terms is essential.

of Canadian Millennials like/expect companies to personalize all interactions53% 63%

of Canadians say they trust the healthcare industry – the highest score given across all Canadian sectors

57%of Canadian Millennials expect organizations to have an app

ExpectationsManaging, meeting and

exceeding customer expectations

Being trustworthy and engendering trust

IntegrityPersonalizationUsing individualized attention to drive an

emotional connection

IMPACT IMPACT IMPACT

With social media, word of mouth is more powerful than ever;

inadequate patient experience responses can travel quickly.

Digital services and 24/7 accessibility will enable individuals

to take a more engaged and proactive approach to their health.

Making healthcare a collaborative effort will empower patients to

think about their health proactively.

57%of Canadians expect healthcare providers to make things as easy as possible for them 63%

feel they have significant control/influence over their personal health

EmpathyAchieving an understanding

of the patient’s circumstances to drive deep rapport

Time and effortMinimizing patient effort and creating

frictionless processes

ResolutionTurning a poor experience

into a great one

91%of Canadians say that quick resolution of issues is important

IMPACT IMPACT IMPACT

Source: All statistics quoted are from 2018 Me, my life, my wallet survey results.

© 2019 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.© 2019 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation.

© 2019 KPMG LLP, a Canadian limited liability partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. 22442

The KPMG name and logo are registered trademarks or trademarks of KPMG International.

Lydia LeePartner and National Leader, CIO Advisory Services and Digital Health, KPMG in Canadalydialee1@kpmg.ca

Gordon BurrillNational Health & Life Sciences Industry Leader, KPMG in Canadagburrill@kpmg.ca

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Developing a winning strategy for healthcare

All for one: The future of healthcare will focus on preventative care rather than “treating the sick”. That future will be informed by how effectively its practitioners, providers, suppliers, and partners come together and take advantage of emerging technologies.

Preventative measures: The ability to track Canadians’ health and wellbeing in real time will enable healthcare stakeholders to provide proactive support and coaching. In theory, this will address issues before patients visit their doctors, thereby reducing expenses and wait times. It may also enable healthcare stakeholders to “reward” healthy choices.

Personalized medicine: As individuals begin to embrace personalized services elsewhere in their lives, they will expect the same for services related to their health and wellbeing. As such, they will seek healthcare providers that can provide that degree of control, as well as those who can offer treatment plans that cater to their circumstances (e.g., family history, socioeconomic status, location, access to social supports, etc.). The future of personalized care (aka “precision medicine”) will also be driven by advances in genome mapping, which will enable healthcare providers to tailor their approach based on genetic traits and predispositions.

On-demand care: The rise of one-click, on-demand entertainment, banking, and even food has shifted customer expectations. Today, people expect to have access to medical care or advice whenever they need it. Parents want to know they are one-click away from support if their child gets sick, or that they can log into online diagnostic tools and research to begin care at home. Younger generations want access to medical resources and advice from their devices. All patients want to know their medical partners are working from the same information and making up-to-date and informed decisions. To that end, healthcare industry suppliers are beginning to offer home devices that can help assess medical situations before a doctor’s visit and share that data securely within an individual’s healthcare network.

Integrated care: The demand for more personalized, on-demand care brings the need to share personal health data seamlessly throughout one’s healthcare network. By freeing healthcare data from disparate silos, we can begin to see the “bigger picture”, make stronger connections, and provide a more unified approach to treatment. Already, wearables and home sensors are enabling Canadians to generate real-time health data, which can be shared with their healthcare providers to assess their treatment on a live, on-going basis. Through Internet of Things technology, these devices will enable healthcare providers to better support a patient’s care as they move between providers or help ensure they can access care at home.

Open data: Patient data remains locked in individual silos and difficult to access by those who own it. This can make it difficult for Canadians to switch between healthcare providers or receive integrated care. Patients are driving the need for more open and available data and access to that data, both for themselves and for everyone in their healthcare network.

Data privacy: The call for more open data comes with the need to keep that sensitive data safe and secure. So as the industry adapts blockchain-enabled systems, precision medicine, and interconnected care, it must do so with the right controls and awareness for the risks therein.

For more information on the Canadian customer, the trends shaping the market, and what it means for organizations, read Me, my Canadian life, my wallet.

“ Canadian healthcare organizations have made significant strides in implementing systems of record. The next chapter in digital health is to integrate patient-collected data with that of the provider organizations’ systems of record in order to support the level of collaboration that patients need and expect.” Lydia Lee, Partner and National Leader, CIO Advisory Services and Digital Health, KPMG in Canada

Peter HughesCustomer & Digital Services Leader, KPMG in Canadaphughes1@kpmg.ca

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