Building truly patient-centric, digital-first healthcare services

Together, Genesys and Orange Business are helping life science, healthcare and MedTech clients around the world to digitally transform and elevate customer and employee experience. Melanie Goncalves Andreas and Olivier Vicaire share the latest game changing tips and best practices. 

Personalised care vision 

A recognised global cloud leader in customer experience (CX) orchestration, Genesys works with over 460 healthcare insurers, providers and biotechs as well as 80% of the world’s top ten healthcare and pharma companies. Likewise, Orange Business is a cloud-native provider deeply rooted in the industry through subsidiaries like Enovacom and B&D Life Sciences, along with startup incubation programs such as Digital Health 2 and Future4Care.  

Increasingly, we’re seeing a strong desire to deliver highly personalised care through the optimal blending of physical and digital channels. In order to be more meaningful, those interactions need to show we genuinely care about them as well as providing opportunities for mutual learning, effective collaborations and better outcomes.  

What patient are actually saying 

Clearly, there’s still a way to go with a growing need to improve doctor-patient relationships. Not least because clinical trials are 20% more likely to launch using patient-centric designs. Conversely, 19% of trials close or terminate early because they don’t have enough patients resulting in an estimated cost of over $800+ billion. Also, participation in patient support programs has been shown to reduce prescription abandonment by up to 70%.  

 A survey by Actium confirmed a similar story with:  

  • 61% of patients wanting better engagement with their doctors and healthcare providers. 
  • 38% feeling their doctor didn’t listen to their concerns. 
  • 35% saying they don’t get enough time during appointments. 

 Creating a real two-way street 

Expectations are also changing among doctors looking for new ways to engage with pharma companies. Only 39% feel blanket email communications are effective or very effective. Digital channels webinars (90%) and virtual speaker programs (91%) now score almost as highly as personal visits (92%). 

Any doubt that patient and healthcare professional (HCP) journeys are inextricably linked has now evaporated. Physical and digital support tools allow HCPs to discuss treatment options with patients and collaborate and exchange information with peers. However, the same BCG research found that the perceived effectiveness of channels varied by department. For instance 100% of Rheumatologists favored social media compared to just 61% of cardiologists. Underlining the importance of using the right channel at the right time for the right situation.  

But how can we deliver personalisation at scale? 

Embracing hybrid intelligence 

The chances of success greatly increase when human resources are augmented with artificial intelligence (AI). The secret is to start small, experimenting with AI use cases and failing fast. Learning and refining processes as you go as part of a more collaborative approach.  

 Confirm what adds value by asking patients and HCPs. Then use outcome-based KPIs to measure success – as opposed to old contact centre stats geared around time and cost savings.  

 Invariably, moving to a hybrid intelligence model may involve bridging siloed systems and processes. If so, Orange Business specialists can help analyse data and customer journey, secure systems, and provide governance to ensure compliance. 

 Step 1. Making full use of customer journey data  

You can’t be customer-centric – and truly appreciate what really matters to them – if you cannot understand their journey. It also means understanding their goals and what they are trying to achieve- But you in their shoes. Knowing their journey will not only help them to archive their goal but also nudge them down a path that is aligned to your business objectives, like increasing revenue and improving CX by providing more meaningful content.  

Journey analytics remove these blind spots between touchpoints. Similarly, aggregating data from any source allows you to connect the dots from previous interactions with healthcare specialists, pharmacies, sales and product teams, and med tech partners. Layering and visualising that data reveals the full picture and new ways to improve journey orchestration. 

 When done correctly this approach makes it significantly easier: 

  • Empathise and align your organisation around the customer. 
  • Personalise omnichannel experiences. 
  • Drive CX improvements that deliver business impact. 
  • Enable data-driven decisions at scale. 

 Step 2. Unlocking fresh insight through content analytics 

Similarly, you can’t improve what you don’t know. That’s where speech and text analytics come in. By introducing new capabilities (like full interaction transcriptions, phrase recognition and sentiment analysis) you can: 

  • Ensure 100% quality of information when servicing customers. 
  • Quickly spot and plug skills and knowledge gaps, reducing errors and costs associated with repeat callbacks. 
  • Drive a cadence of scheduled coaching and performance feedback based on customer surveys and quality evaluations. 

 Making it happen 

Everything described in steps 1 and 2 can be achieved through cloud migration with Unified Engagement Suite powered by Genesys Cloud. Orange Business can help in other ways too. Not only with validated solution design but also through rapid prototyping, testing, and measurement, prior to going live. Effectively de-risking investment and providing a verified view of what good will look like. 

The end result is improved patient outcomes, revenues, cost savings and quality of interactions across health authorities.  

Watch the full webinar.