Personalization Meets Health Care Privacy - ThinkAdvisor
Improving the Evaluation Process Is Key
For consumers frustrated by the slow and fragmented nature of traditional health care experiences, that future can’t arrive soon enough. Whether in-person or online, the pre-pandemic health experience already lagged behind increasingly slick consumer experiences. But now that consumers are accustomed to curbside pick-up and other COVID-era conveniences, the gap between health care experiences and other retail experiences seems even more pronounced.
And the process for evaluating the patient experience is as clunky as the experience itself, which means the health care system can’t sufficiently or responsively adapt to patient needs. Currently, the patient experience is mainly measured through surveys, like the Consumer Assessment of Health care Providers and Systems survey (CAHPS) and the Health Outcomes Survey (HOS). While these surveys may uncover areas that need improvement, they don’t shed any light on why a patient is providing a negative or positive rating. Focus groups and other strategies can also provide windows into the patient experience. But they don’t provide insights that are actionable in the moment — for example, when a patient is actually experiencing a particular issue or needs help understanding a process while it’s unfolding.
Actionable Insights in Real Time
New artificial intelligence platforms, however, offer providers and health plans information that enables them to intervene at the moments that make a difference — while protecting patient privacy. These platforms can process the full ecosystem surrounding each patient — from their personal health care experiences to their household situations to potential community challenges. By combining traditional medical and clinical data with information related to social and behavioral factors, next-gen technology can chart the most effective next step for each person, from identifying when a patient should take a particular diagnostic test to when they’d be most receptive to a consultation with a provider.
Even more, these kinds of AI- and ML-driven technologies can measure and analyze real-time sentiments at each interaction throughout the patient journey. As a result, they can not only boost efficiency, but also help patients seamlessly navigate their experiences, flag potential challenges before they occur and respond to patient needs in real time. For example, if a patient sends out a digital SOS while in line at the pharmacy, new AI-based systems can respond instantly with reduced pricing or tier exceptions.
At every step, these platforms bake in clear parameters around privacy to improve each patient’s experience without compromising their identity or the integrity of their personal data.
And every day, they demonstrate the possibilities of a data-powered health care future. For leaders in health care, the big question isn’t binary. It isn’t if you have data or will you adjust to provide a more consumer-friendly experience. It’s how. How can you leverage the data you already have? And how are you bringing the health care experience closer to the consumer experience? Making the greatest impact down the road starts with answering those questions head on now.
Michael Woods is the chief strategy officer at Insightin Health.