Maintaining Patient Loyalty in the Age of Consumerism

For years, health insurers have sold their plans almost exclusively to employers. Today, only 48 percent of healthcare payer customers get their insurance from their employer.

Healthcare consumers are now directly paying for more of their healthcare costs, both for the care itself and insurance coverage. Consumers have a growing number of choices on both the payer and the provider side. Increasing transparency is making it much easier for them to effectively comparison shop. Relatively undifferentiated product offerings for newly empowered customers will be forced to compete primarily on price and face very low barriers to customer turnover. As out-of-pocket costs rise, consumers expect an experience that is comparable to what they get in other sectors. Health plans and providers understand that they cannot afford to ignore this trend and must embrace it or be left behind.

Marketing is needed to rolling out new ideas and campaigns across the organization, but supporting cross-functional technical change is an area of leadership for CIOs who are accustomed to building new skills across geographic areas and technical processes. CMOs understand changing customer needs and the opportunity that creates to boost sales, but the CIO is the only one who can bring those new solutions and modes of commerce and customer interaction to market for the company.

Neither technology nor marketing changes alone can effectively address these challenges. We believe that technology will be the catalyst for true differentiation and brand loyalty. The simpler the process, the more likely the customer will buy and repurchase.

Adding innovative technologies like biometric patient identity, combined with a smartcard, can be seen not only a clear differentiator but relays to the healthcare consumer that their safety is a top priority of the healthcare system. This type of system adds technical value, improved competitive advantage and provides a better first impression to the healthcare customer.

For the healthcare system, biometric patient identification speeds up the check-in process, improving the patient experience and greatly reduces the risk of duplicate records. The smartcard branded to the healthcare system, provides a token for customer loyalty.

If you want to know more about biometric identification, check out our website at privasent.com.

About the Author:

Debra Fryar is a blogger for Privasent and advocate for proper patient identification in a new age of healthcare tech.

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