Personalized Patient Experiences Lead to Revenue Growth
By Sanjeev Verma, Senior Vice President, Head of Growth
With COVID-19 came a revolution in customer behaviors and expectations. According to research conducted at McKinsey & Company, over 75% of consumers switched to a digitally-transformed purchasing method during the pandemic.1 However, this change has not altered the ethos of customer service. In the same poll, 71% of responders retained an expectation of personalized B2C interaction. How can healthcare and life sciences organizations respond to this?
Those at the forefront of patient-centric care models and specialized therapies have adopted cloud-based Hub services programs. These programs are usually managed in a CRM, which centralizes the patient in their journey and simplifies two-way communications through a personalized patient/care team interface. Here, data as seemingly minor as SMS preferences and as major as EHR integration live at the fingertips of care team members, providing a panoptical view of the patient and their care journey.
The care team’s primary role is to support the patient in various channels. This is critical to their care journey. Care teams must listen and react to patient preferences. Miniature moments of personalization have proven to be the difference between therapy adherence and abandonment. (For example, if a patient prefers an automated call or text message reminder to refill their subscription.)
Patient centricity in the digitally-transformed age necessitates patient autonomy through care customization. Patients must be told answers as to their diagnosis and prognosis but given choices within their treatment.
Organizations require a robust CRM like Salesforce Health Cloud to fulfill this need. With Health Cloud, you can build your customized Hub services programs atop one platform. Your CRM must work for you by working for each patient individually and by accounting for all possibilities of patient preferences. These Hub services programs combine a macroscopic view of your business—from data-driven acquisition rates to patient satisfaction evaluations—with a microscopic view of your patient. This panorama unlocks the potential for syncopated business and patient satisfaction across the continuum of care.
From the onset, your CRM will provide your patient with a comprehensive overview of their specialized therapy. Patients will know what potential adverse reactions may arise. They will know how long to expect for results. They will be able to speak directly to a care team member if they have further questions. Their introduction to both their treatment and your organization will be inclusive, encouraging, and simplified. Your CRM automates this information delivery according to a ruleset, which militates against human error. When personalized to the patient and their therapeutic needs, it gives them the freedom to peruse and learn as much or as little as they deem necessary. Hub services programs also streamline communication between the patient and their care team members, who will have access to the patient’s data at the precise moment of need. The personalization choices inherent in Hub services programs grant your patient the autonomy they desire and expect.
To grow revenue, manufacturers must embrace the use of Hub services platforms. Centralization and customization of the patient journey maximizes the efficacy of both the therapy itself and the organization. The transparency offered by a CRM makes patients comfortable by bolstering their belief in their care plan, which raises adherence rates, which drives revenue growth.
If HCPs expect to raise the mean patient outcome, then the concept of patient autonomy must not only be accepted, but embraced. A monitored and personalized patient journey yields higher therapy adherence, which yields a healthier and more engaged patient populace. These circumstances result in favorable outcomes for manufacturers, distributors, pharmacies, physicians, and most importantly, those in need of these specialized therapies.