Here are five critical customer experience (CX) principles that the healthcare industry should incorporate to serve the burgeoning 65+ market effectively and thrive in this new retail landscape, powered by regulatory changes and technological leaps:
1. Personalization: The Antidote to Cookie-Cutter Care
First, banish the belief that seniors are monolithic and don’t, for example, text. Far from it. The 65+ demographic is as diverse as it is numerous, spanning active world travelers and hardcore fitness enthusiasts to those managing multiple chronic conditions while taking care of grandkids. Healthcare providers must harness the power of data analytics to create hyper-personalized care experiences. While younger adults may view healthcare as more transactional, an older adult is likely to view healthcare as more holistic and interactive, and there are opportunities.
As one example, imagine a world where Ms. Reynolds, a 72-year-old with a penchant for gardening and a history of osteoarthritis, receives a care plan that not only addresses her medical needs but also suggests joint-friendly gardening techniques and local senior gardening clubs. This level of personalization, commonplace in leading edge consumer-focused companies, should be the new normal in healthcare.
2. Omnichannel Access: Healthcare at Your Fingertips
If American Express doesn’t limit customers to phone calls during banker’s hours, why should healthcare? The industry would do well to embrace an omnichannel approach that meets patients where they are –through telemedicine platforms, user-friendly mobile apps, not just office visits.
Picture Mrs. Lee, an 80-year-old tech enthusiast, managing her diabetes through a sleek mobile app that integrates with her smart glucose monitor, while her spouse, who prefers traditional methods, receives printed reports and in-person consultations. This isn’t futuristic – it’s the bare minimum in today’s connected world.
3. Proactive Engagement: From Reactive to Predictive Care
Leading consumer companies don’t wait for customers to reach out – they anticipate needs and offer solutions proactively. Healthcare must shift from a reactive model to a predictive one. Leverage AI and machine learning to identify potential health issues before they become critical.
Envision a scenario where Mr. Garcia receives a call from his healthcare provider suggesting a cardiovascular check-up based on subtle changes in his fitness tracker data – weeks before he might have noticed any symptoms. This proactive approach not only improves health outcomes but also significantly reduces costly emergency interventions, at a time when an average cost of a hospital readmission is $16,300. Fitness trackers and other remote devices are becoming ever more popular; by 2025 an estimated 70.6 million patients in the U.S. will be using remote patient monitoring devices of some sort.
Another area to be proactive: Actively ask patients if they would like their medical information shared with their other doctors. Medical professionals understand that privacy, compliance, and data security are essential but they sometimes forget that a patient may have a strong desire for their care plan to be shared with the primary care physician and a specialist they’re seeing.
And, to truly value engagement, remind busy clinicians who might be seeing dozens of patients a day, the person is most definitely not a number. You have one chance to make a first impression and a lasting impression, and the goal is to let people know we support them and their whole health journey.
4. Transparency: Shining a Light on the Black Box of Healthcare Costs
In an era of high-deductible health plans and complex billing practices, opacity is the enemy of trust. Take a cue from companies that provide crystal-clear information on transactions and fees. Healthcare providers can do more to offer upfront pricing, explain procedures in plain language, and provide easy-to-understand billing statements.
Consider the relief of Mrs. Smith, who, before agreeing to a procedure, receives a clear breakdown of costs, insurance coverage, and out-of-pocket expenses – all presented in an easy-to-read format. This level of transparency can transform the often anxiety-inducing financial aspect of healthcare into a manageable, even empowering, experience.
5. Continuous Feedback Loop: The Pulse of Patient Satisfaction
The most successful consumer-facing companies have their finger on the pulse of customer sentiment, constantly seeking and acting on feedback. Healthcare must cultivate this culture of continuous improvement, but with a nuanced approach tailored to the 65+ demographic. Simply bombarding people with multiple lengthy surveys only leads to survey fatigue.
Implement a multi-channel feedback system that respects the preferences and capabilities of older adults. This means offering everything from digital surveys for the tech-savvy senior to in-person focus groups for those who value face-to-face interaction. A key question is, “Would you want to work with this person again?” whether they’re a doctor, nurse or other clinician. But remember, collecting feedback is just the beginning – the real magic happens when you close the loop by communicating the improvements made based on patient input.
The healthcare industry stands at the threshold of a new era. The principles that have revolutionized customer experience in other sectors are not just nice-to-haves in healthcare – they’re imperative. As the 65+ population grows and their expectations evolve, healthcare providers who embrace these CX principles will not only survive but thrive.
The transformation won’t happen overnight, but the time to start is now. Ten years ago, the idea of healthcare going retail was a whisper in executive suites and policy think tanks. Today, it’s a roar that can’t be ignored. Those who heed this call and reimagine healthcare through the lens of customer experience will lead the revolution. Those who don’t risk being left behind, relics of an industry that failed to recognize that in the age of experience, healthcare is indeed retail, and the customer – or should we say, the patient or member – is always right.
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Stacie Stoner is a healthcare industry veteran with over 30 years of executive leadership in BPO and healthcare. Her expertise spans clinical operations, patient engagement, and strategic partnerships. At CareTalk Health, a clinical process outsourcing company, she serves as Executive Vice President of Operations and leverages her experience—including more than 5 years at American Express—to drive measurable success for healthcare organizations. Previously, Stoner led a global team managing over 200 health plans and provider groups.