Hi and welcome back to another episode in my five part series on the future of telemedicine. What I want to talk to you about today is the first of the big shifts and one of them is consumerization or what some refer to as hyper consumerization. What is it you ask? You know, look at the end of the day patients are engaging digital platforms all day long then include audio and video from FaceTime to Snapchat, and the list goes on and on. And they have become extremely sophisticated in using digitally connected devices. And they don’t just want to be able to have a two way dialogue. They want to have a great experience.
So what we’re going to have to do to address consumerization in telemedicine in the short run is that we have to train caregivers to do a far better job of not just delivering good clinical care, but also delivering good experiences. Now, I know that this is indignant to some caregivers, I, after all, am a learned physician and I’m not a Nordstrom shoe salesman. But look if we want them to trust us, if we want to be able to have true, rich interrogatives with patients that allow us to get the insights that we need. Through these clinical consults, we have to be able to understand how to break the bizarre digital barrier of telemedicine. Now, in my work as a professional speaker, I’ve had to completely change the way in which I deliver presentations using the weirdness of this platform. Turns out the caregivers need to do the same. They need to understand its limitations, but also to understand its potential super power. When we understand the uniqueness of how to engage patients in this format, beautiful things happen. Patients enjoy the experience, caregivers get better insights.
And you know what else is really important? We’re beginning to discover that when we focus on a good consumer experience, and forgive me, yes, I’m calling the patient a customer, we find that they they are far more likely to follow treatment guidelines, pharmacological regiments, post procedural regiments, in other words, they become more compliant patients. And that’s important if we want them to enjoy the benefits of the console in the first place. We want them to get better. So consumerization is big, it will start with training. Now, here’s another thing to realize about consumerization. The success of clinics and hospitals will be absolutely based on their willingness to teach their caregivers how to deliver a great experience in this platform. Why you ask? Because of ratings, every telemedicine platform in the future will have a five star rating system where patients will be able to rate the experience at the end of the console. Many do this now, of course right now. And what does that mean is it means that your reputation your digital online reputation is based not on your clinical skills. It is based on your ability to deliver a predictably beautiful patient experience.
So that’s consumerism. And consumerism is going to require new training new tools, new environments, and new ways to make certain that we develop strategies that do two very important things. Number one is that we need to realize that we serve patients not based on how they pay for us, not based on their age demographics or any other demographics. We serve a group of patients based on what we now call hate love personas. And that means what does this patient love? What does this patient hate? When we can understand them based on hate love personas, then we can customize our engagements. So in addition to patient personification, we also have to realize that our patients are experiencing us through a digital journey. That’s what Google calls micro mobile moments. And that means that how long does it take for them to to get on it to a telemedicine console? How long do they have to wait? How much friction do they have to experience before they meet with you in the first place? That has to be thought from the perspective of consumerization or what we call cx design, customer experience design.
So my recommendation for for hospitals and clinics is this, do a complete customer or consumer readiness assessment to take a look at the five touch points that your patient experiences in engaging you. Then once you’ve completed that to identify friction and failures, then build out a thoughtful roadmap and includes training so that you can take telemedicine in your practice to a completely new level. It sounds like a lot of work. I know it’s a new body of language, but without it, you will not in my view succeed in the rock ’em sock ’em world that is telemedicine 2.0.
I hope you’ve enjoyed this section on telemedicine and its impact related to consumerization. In the next video, we’re going to talk about humanism. What does humanism really mean? And how do we take something as digital and sterile as this platform and turn it into something that’s humanistic. I hope you join me for the other video and don’t forget that Fixing Healthcare will be on screens worldwide this fall. And we can’t wait to be able to show you the the real solutions that we found from some of the greatest thought leaders in the world. Alright, see you in the next video on the future of telemedicine and the impact of humanism
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