Innovations in health management _August 2024_
Industry session: designing the customer journey in the clinic of the future
How digital solutions help clinics improve the patient journey, raise service quality and boost inquiry conversion.
- Stages of patient–clinic interaction
- Stage "Non-customer" - clinic side
- Stage "Non-customer" - patient side
- Stage "Patient before the appointment" - clinic side
Participants
- LabQuest Laboratory - 32 Karata Clinic Network - Biorise Clinic Network - KT.Team IT business partner
Stages of patient–clinic interaction
Pain points, fears, needs
Discuss your challenge with an architect
Stage "Non-customer" - clinic side _(The patient knows about the clinic, but has never used its services)_ - Need to generate lead traffic - Need to convert leads into patients - Need to create demand for repeat visits - Need to create demand for the service - Need to build awareness of the services - Win the competition for the customer's attention, time, and money Stage "Non-customer"
- patient side _(The patient knows about the clinic, but has never used its services)_ - Afraid of doctors - Not sure the services will fit - Unaware of new technologies - Cannot send a child alone - Does not want to deal with paperwork - No culture of self-care Stage "Patient before the appointment" - clinic side - Complicated intake reduces
conversion - Technical booking availability matters - Medical history must be collected in advance - How do you create value in the appointment?
Stage "Patient before the appointment" - patient side - Fear of seeking care - Does not understand what to do for their health - Wants to "inherit" data at a new clinic - Wants to receive reminders without doing anything Stage "Appointment" - clinic side - Paperwork takes up appointment time - How to increase trust in doctors - Doctor involvement in retention - Patient responsibility for the outcome Stage "Appointment"
- patient side - Distrust of the doctor and clinic - Fear of being prescribed unnecessary treatment - The doctor does not speak the patient's language Stage "Treatment" - clinic side - Need to motivate the doctor and the patient - Is the result visible? - Guarantee against relapse - Which clinic will the patient go to next? - The patient should not interrupt the treatment course - Gratitude - acceptable
forms Stage "Treatment" - patient side - Need a second opinion - Complaints are resolved slowly - Processes are opaque - Personal income tax requires a visit to the clinic Stage "Prevention" - clinic side - Need to book the patient for the next appointment - Reminders about hygiene and diagnostics - How do you measure customer satisfaction?
Stage "Prevention" - patient side - Forgets about prevention - Who will remind them about checkups?
Solution groups
- Technology-driven solutions
- Customer experience and engagement
- Education and information
- Loyalty and incentive programs
| Idea | Solution | Result |
|---|---|---|
| Traffic from other medical institutions | SMS to patients in queues offering a visit to a partner clinic | Less overload, faster service |
| Visit reminders | Automatic app notifications | Fewer no-shows, better scheduling |
| Treatment bot | Chatbot with medication and appointment reminders | Better treatment adherence |
| AI recommendations | Patient data analysis and advice before/after the appointment | Personalization, saving the doctor's time |
| Medical data exchange | Data sharing system with relatives (with the patient's consent) | Improved awareness |
| Traffic from pharmacies | Integration with pharmacy chains: offering consultations when buying medicines | Influx of new patients, treatment safety |
| Single database | Medical data repository integrated with the clinic | Fast diagnosis, specialist coordination |
| AI conversation assistant | Call analysis to assess service and identify issues | Optimized communication, higher loyalty |
| Calendar integration | Medical events are synced with the personal calendar | Convenience, fewer no-shows |
| Online pre-appointment brief | Pre-filling symptoms online | Time savings, accurate diagnosis |
Decision scoring method: