Digital Strategies for Improving Consumer Experience – #HITsm Chat Topic

We’re excited to share the topic and questions for this week’s #HITsm chat happening Friday, 9/1 at Noon ET (9 AM PT). This week’s chat will be hosted by Kyra Hagan (@HIT_Mktg_Maven) from @InfluenceHlth on the topic of “Digital Strategies for Improving Consumer Experience.”

‘Healthcare Consumerism’ is fundamentally changing the entire healthcare delivery system. Accelerated by the ACA and evolving digital landscape, consumers are taking a more active role in their healthcare management. With this paradigm shift, they expect higher quality care, greater choice and on-demand digital experiences. Like a consumer researching and booking a hotel online, healthcare consumers are ‘comparison shopping’ for the provider that best meets their needs – expecting the same timely, personalized and omni-channel experience they’ve grown accustomed to via the retail and hospitality industries.

However, unlike most industries that are leveraging data to gather behavioral insights and investing in tailored digital marketing strategies, healthcare has been sluggish to adopt new models that recharacterize patients as consumers. In fact, in a recent survey conducted by Gartner, CEOs said that two of their three most immediate technical needs are better capability in digital marketing and customer experience management. Yet, only 14% of healthcare marketing budgets went to digital efforts in 2015, while industries like retail consistently increase digital spend by double-digits annually.

Join this Twitter chat to explore how digital strategies can help hospital and healthcare leaders improve the overall healthcare consumer experience at their facilities.

Reference Materials:

Here are the questions that will serve as the framework for this week’s #HITsm chat:
T1: What do you see as the largest barriers keeping hospitals and health systems from implementing digital strategies? #HITsm

T2: What’s the first thing you’d tell a hospital/health system that is looking to improve its consumer experience via digital? #HITsm

T3: 93% of CMOs feel increased pressure to improve ROI. What digital strategies have you seen to be successful in proving ROI? #HITsm

T4: How can healthcare draw inspiration from other thriving industries like retail and hospitality in the digital realm? #HITsm

T5: Many CEOs are adding Chief Experience Officers to their team to lead consumer-focused digital change. Thoughts on this role? #HITsm

Bonus: What can we as HIT leaders do to help drive the digital transformation that the healthcare industry needs? #HITsm

Upcoming #HITsm Chat Schedule
9/8 – Digital Health Innovation in Pharma
Hosted by Naomi Fried (@naomifried)

9/15 – Unchat
This chat will have no agenda and no topic. It will be a community free-for-all where anyone can introduce any topic, subject, question, image, video, etc that they want. This could get interesting.

9/22 – TBD
TBD

9/29 – TBD
TBD

We look forward to learning from the #HITsm community! As always, let us know if you’d like to host a future #HITsm chat or if you know someone you think we should invite to host.

If you’re searching for the latest #HITsm chat, you can always find the latest #HITsm chat and schedule of chats here.

About the author

John Lynn

John Lynn

John Lynn is the Founder of the HealthcareScene.com, a network of leading Healthcare IT resources. The flagship blog, Healthcare IT Today, contains over 13,000 articles with over half of the articles written by John. These EMR and Healthcare IT related articles have been viewed over 20 million times.

John manages Healthcare IT Central, the leading career Health IT job board. He also organizes the first of its kind conference and community focused on healthcare marketing, Healthcare and IT Marketing Conference, and a healthcare IT conference, EXPO.health, focused on practical healthcare IT innovation. John is an advisor to multiple healthcare IT companies. John is highly involved in social media, and in addition to his blogs can be found on Twitter: @techguy.

1 Comment

  • The Twitter discussion should keep in mind that “consumerism” in the general sense implies a free market, and American health care hasn’t been truly free-market since 1943.

    In retail, I can go to Walmart, Target, or Costco, see the exact pricing, and purchase what I consider the best value for me. In health care, its like I’m stuck in only one store, with no prices on the goods. Retail isn’t afflicted with consumer insurance intermediaries and the threat of lawsuits, and retail doesn’t hide its pricing within a “chargemaster”, as hospitals do.

    That said, the more qualified discussion of “consumerism” in medicine is certainly a good thing.

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