The market for CCM and CXM solutions is growing rapidly, but there’s also increased skepticism. As digital transformation in healthcare continues to evolve, so do customers’ use of such channels. Organizations must keep up with the latest communications trends to inform their future channel strategies, otherwise, they’ll face lackluster results or continuous roadblocks to strong internal adoption.
Unfortunately, some companies cling to myths that prevent them from going all in on their digital transformation journeys. To help healthcare leaders make better decisions – and investments for the digital future – we break down the most common myths – as well as the truths that should guide their decision-making process.
Myth #1: Customers won’t switch from one channel to another
Bottom line, customers demand customization and convenience from their experience. Communications need to be tailored to their unique needs at specific points in time.
In the last couple of years, consumers increased digital adoption because they were forced to during the COVID-19 pandemic. They had no other choice, essentially. While some may still prefer physical or in-person channels, organizations must continue to innovate their digital services and communications to maintain customer interest and improve the experience. Healthcare leaders should evaluate the following areas to see if they maintain or increase digital adoption: privacy and security, digital design, service availability, improving post-purchase/sale experiences, and arranging better pricing and offers.
Myth #2: Digital tools & automation kill jobs
Many organizations deploy proactive, automated campaigns to help answer questions or curb problems before the customer even knows there’s an issue. If they can head off unnecessary phone calls and eliminate frustration, then there’s less demand on customer service and business development. This strategy sounds right on in theory but, in practice, proactive outreach can have the exact opposite effect on customer behavior.
Customer service is still a continued need even in the automated digital world, but IT, marketing, sales and customer service teams need to be completely unified around the member experience. Fortunately, fully-integrated solutions such as O’Neil’s ONEsuite© platform provide the comprehensive team a complete view of all communications programs impacting customers.
Myth #3: Print is dead
While there are certainly many benefits to going all in on digital transformation in healthcare (i.e. reduced administrative costs, better for the environment, etc.), there’s still a place for print communications, especially in healthcare. With omni-channel communications, there may be circumstances where print makes the most sense, particularly with enrollment kits, ID cards, compliance letters, etc.
Fortunately, ONEsuite allows you to deploy a variety of communications mediums – print and digital – to meet your members’ needs. While some digital-first users likely won’t turn back to print any time soon, many members will continue to demand print formats. Additionally, combining your print and digital campaigns gives you the opportunity to present a key message in a few different ways. And that could give your message an added power it might not have, if it was presented on just one channel.
Myth #4: Going all-digital threatens our security
Moving to a new platform can cause anxiety, especially when it comes to the transfer and utilization of sensitive patient information. The healthcare sector is governed by strict rules regarding how patient data is transmitted and stored. However, the best CCM healthcare tools are designed with data security and privacy in mind.
ONEsuite adheres to advanced data security protocols in addition to data cleanup and maintenance capabilities. Our in-house data science expertise enables more efficient composition, execution of business rules that determine variable content, personalization and targeted marketing messages, analytics, and business intelligence.
Myth #5: Digital transformation in healthcare is an IT challenge.
One of the greatest misconceptions about digital transformation is that it’s a IT/tech problem. In reality, it’s an organization-wide problem – one that starts with leadership.
Many enterprise applications fail to meet expectations because people weren’t empowered to use them in the right ways. Roles need to be clearly defined, processes must be put in place, and training needs ongoing. Otherwise, the initiative is doomed for failure, and the lost opportunities and money can lead to serious business threats.
Overcome Your Doubts with O’Neil
Digital transformation is a journey that can’t be completed in a vacuum. Bringing in the right partners can make a world of difference in ensuring your results map back to your key goals. As the leader in CCM/CXM, O’Neil can advise you on digital solutions that align with your business strategies and priorities. Contact us for a free 15-minute consult or to preview our ONEsuite CCM platform.
