Digital technologies that could revolutionize healthcare

An intelligent connected user experience

RingCentral, a cloud-based software provider, discussed the data landscape in large organizations and how data complexity leads to poor customer experience. This complexity can have an impact on employee experiences and subsequently, the quality of services and products that the company offers to its customers. During the conference, RingCentral emphasized the importance of data integration, mentioning that “organizations are using disparate communications tools that don’t talk to each other.” A well-connected experience can lead to higher productivity, performance and therefore, an enhanced experience for end users of the system or service.

Addressing data complexity in healthcare

Data complexity is evident in large pharma and healthcare organizations across the world, creating multiple barriers when delivering much-needed medicines and services to patients. There is an abundance of information, digital tools and data in large healthcare companies, which can be difficult to utilize in practice. For example, identifying the right data and its location, as well as the right tool to access it at the right time, can be difficult for frontline staff who are in direct communication with patients and healthcare professionals (HCPs). This, in turn, results in decreased customer satisfaction and inefficiencies for the organization.

Creating a well-integrated data, document, and content management system designed with key user groups in mind can transform the quality of staff experiences as well as the experiences of patients and HCPs. In a healthcare setting, such a system could provide one single source of information, taking advantage of new tech and AI to direct HCPs and other users to the right, actionable data. Achieving this, however, is no easy feat. When developing any digital health solution, it is essential to consider how it will fit into the health system as a whole and the workflows of the people using it. For example, how will HCPs be made aware of the solution and be encouraged to engage with it? Will using the system require a change of habit? Questions such as these will need to be addressed for any intelligent connected experience to be successful.

Hyper-personalization in customer experience: knowing who your customers are and where they are in their journey

During the conference, British broadcast company SKY focused on personalized experiences and how relationship basics can be applied to enhance customer journeys throughout their experience lifecycle. SKY’s hyper-personalization approach aims to create unique experiences based on demographic information such as generation, lifestyle, location and age, and has resulted in increased customer satisfaction and brand loyalty.

Designing and delivering personalized experiences such as this is becoming increasingly important for many companies who are looking to set themselves apart from their competitors in the market. By developing an in-depth understanding of user groups, companies can predict customer behaviors, understand their evolving needs and challenges over time, and develop a vision that can serve end users and customers in the long term.

Hyper-personalization in healthcare

Hyper-personalization can have many beneficial applications in healthcare, with new technologies providing patients with increasingly personalized experiences. For example, proactively staying in contact with patients via digital channels has allowed healthcare companies to create a better understanding of patient and system needs.

Creating data-driven and evidence-based experiences is certainly an important strategic advantage and differentiating factor that companies can employ. However, this is not always consistent across markets. For example, some pharmaceutical companies have valuable patient support platforms in certain countries but not others, which leads to varying and inconsistent experiences for their customers.

As technology continues to develop, there is the potential to use emerging technologies such as artificial intelligence (AI) and machine learning (ML) to capture more accurate and context-specific data from users, which can be used to create well-integrated experiences. This can be seen in wearable devices such as the Apple Watch.

Speech analytics: tapping into the power of speech data

VodafoneZiggo, a mobile digital communication company, shared the power of speech analytics and how this can be used to transform customer experiences through contextualized vocal data. This is a powerful tool for companies to tap into a large amount of information captured during conversations with customers at different touch points.

Speech analytics and voice recognition technologies such as these have valuable applications in healthcare as well. The contextualized data from speech analytics can be used in various applications to help reduce workload for HCPs whilst increasing accuracy of diagnosis and therapy. The following are examples of how speech analytics can be applied in healthcare.

Contextualizing interactions between HCPs and patients

AI and ML are key tools in speech analytics and offer a powerful way to contextualize interactions. During the conference, Route 101, a company specializing in customer experience technologies, shared an AI speech analysis tool that is used to summarize calls and record for training purposes. From a behavior change perspective, this is a compelling approach as behaviors can be modified almost in real-time, rather than in weekly review meetings, for example, when the context will have been lost.

Applied to patient interactions with HCPs, especially via phone or video call, being able to contextualize the conversation, summarize what was said and offer extra training for HCPs would all be valuable. Contextualized data can be used as a powerful tool to reduce the burden on HCPs and systems, resulting in the delivery of higher quality care to patients in need.