Healthcare organizations are widely evaluating and pursuing digital technologies to strengthen consumer relationships and experiences
| CHICAGO, July 24, 2019 /PRNewswire/ -- Healthcare organizations are widely evaluating and pursuing digital technologies to strengthen consumer relationships and experiences. Most recently, many organizations are focused on the world of smartphone apps – driven by a sense that they should have an app, yet in many cases challenged by exactly what that app should do – and how to implement it effectively. The Chartis Group paper, “Getting Beyond the Hype with Apps and Making it a Reality” challenges health system executives to move beyond a wait and see or reactive strategy. The paper outlines key questions to answer that will inform their approach. The paper also provides a framework for potential health system app functionality.
G. Daniel Martich, MD, Chartis Principal, Informatics & Technology, and co-author of the paper noted, “In today’s digital age, many industries have seen that consumer-centric smartphone apps can promote additional stickiness (share of wallet) and drive incremental customer acquisition (share of market). It stands to reason that healthcare should see that same dynamic.” Neither a wait and see approach, nor a reactive “App now” approach is ideal. It is essential for healthcare executives to seize the moment, define their app strategy and develop this key element of a digital front door. The paper provides a discussion of five key success factors to consider in the development of an app strategy:
Health systems also need to evaluate the how; specifically, whether to build, buy or partner. Partnering with advisory and/or technology firms, either start-ups or established, may infuse fresh ideas to catch consumers’ eyes. Buying existing technology from a well-established app developer which has created airline, hotel or other successful smartphone apps presents a third path. The beauty of well-designed digital front doors, and specifically smartphone apps, is that they can be modular and over time, personalized to meet individual consumers needs. Ryan Bertram, a Principal with Chartis Digital and co-author of the paper stated, “A primary goal of consumer-facing digital tools is to create a personalized experience that meets consumers where they are as they navigate the healthcare ecosystem. Health systems that embrace this call to action are investing in capabilities that enable an omni-channel experience that is closely aligned with their mission, vision, and broader enterprise strategy.” About The Chartis Group
SOURCE The Chartis Group |
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