Healthcare News & Insights

Real-time experience management provides insights needed during COVID-19

Even prior to COVID-19, patients, and the providers who cared for them, exhibited signs of trauma. In fact, according to consulting firm Prophet, 81% of patients indicated they were dissatisfied with their healthcare experiences. At the same time, more than half of the country’s physicians and nurses showed significant burnout symptoms, emphasizing how patients and providers alike are feeling the effects of the pandemic. 

An exhausted coalition of medical professionals must find an effective way of managing urgent and chronic patients, making them a priority amid limited supplies and without the guidance of real-time updates.

The way we’ve experienced and viewed health care has changed over the past six months, and organizations are looking for ways to address new, unexpected challenges at rapid speed. Healthcare organizations can find assistance by looking at their current business and operational strategy, and pivoting to a framework built on data and collaboration.

Proactive experience management

Being able to manage the experiences different segments of the population are faced with relies on both operational and experience data. Using these elements, four core business experiences –  customer experience, brand experience, employee experience and product experience – can be measured and improved.

The process of obtaining and using this critical data, however, is currently reactive, siloed and often redundant. The need for data comes after the fact, resulting from a challenge that needs to be solved. However, a proactive approach for capturing experience data enables healthcare professionals to rapidly adapt to changing situations by quickly propagating insights that can be continuously understood and acted upon.

Throughout a visit, providers should be using programs to track experience. Doing so helps address the challenges that come with less time, demanding customers, fewer resources and burned-out employees, all which the healthcare industry continues to face.

COVID-19 operating framework

As the pandemic continues, healthcare systems must balance the need to provide necessary services while minimizing risk to patients and healthcare personnel. This means looking at the internal and operating framework.

COVID-19 has highlighted the change needed in many current experience management programs, including a flexible and versatile “XM” Operating Framework for improving experience. This requires a strategy to address culture change, team competencies and technology. An XM framework can enable personalized, actionable and integrated approaches for service and care delivery.

Flexible and versatile operating frameworks allow healthcare organizations to build trust with employees and patients at every interaction. By implementing a strategy of listening, analyzing and acting, healthcare organizations empower their workforce to create solutions that are proactive rather than reactive.

The technology approach

Some technology companies have opened access to customizable and actionable solutions that are designed to address the pressing issues that are facing the healthcare industry due to the unprecedented COVID-19 pandemic. These solutions are designed to provide a versatile framework that can be applied to the changing healthcare landscape going forward.

For example, technology can open access to a prescreen and routing solution to capture symptoms and route patients to appropriate resources, a dynamic call center script to expand call center capacity, and a healthcare workforce pulse to help assess the resource and communication needs of employees and clinicians.

Having access to these types of data and resources can help organizations anticipate operation direction and needs.

When an experience management program and operating framework are used together, these components are designed to provide effective and proactive solutions that health systems can use to better manage through the current crisis. The flexibility and versatility of these solutions also lend themselves to future crises, as well as daily operations.

Putting it into practice

Connecting the dots between experience management and an operating framework can help in the fight against COVID-19 by using the data collected to make quick, informed decisions. Healthcare organizations can also better manage the flow of information and resources to healthcare workers and consumers.

As an example of how this can be done is some companies are working together to help governments and ministries of health identify early signs of high-risk patients by sharing and analyzing results in real time, allowing for more targeted allocation of critical care services that are potentially in short supply. This approach enables governments to interact with consumers at scale – and quickly – by collecting and analyzing data in real time.

With the world in crisis mode and healthcare workers feeling overwhelmed, it’s important for healthcare organizations, governments and technology companies alike to work together to find fast, effective ways to treat patients and prevent further spreading of the virus. The solutions that have helped the healthcare industry quickly adapt and respond to the pandemic will also play a hand in managing the healthcare workers’ experience in the “next normal,” helping to prevent burnout and keep the industry moving forward.

Author: Patty Riskind is the head of healthcare & life sciences at Qualtrics – an SAP company.

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  1. Thanks for your article. We also have the issue of the lack of integration between clinical care and clinical research. (CRAACO) What are your thoughts on the role technology can have to reduce this gap to provide patients with bettercare options?