How to Renew Digital Healthcare Experience
Eric Paternoster, President & CEO, Infosys Public Services, discusses a platform-based approach to IT that helps healthcare organizations shift focus back to their core business
Up until recently, health insurers in the US had little motivation to transform themselves into high-tech organizations. The age-old business model and legacy technology systems, though out-of-sync with the requirements of today's dynamic healthcare environment, have continued unchallenged for several years with little or no reason to change. Yet a recent market phenomenon is now influencing key changes: the rise of digitally savvy consumers. Did you know, that more than 95 million consumers use mobile devices to access health information and tools? And that 40 percent of them visit one or more websites to research new health insurance plans?
Indeed, health insurers are being nudged out of their comfort zone. Business-as-usual approach by consumers, who are looking for competitive offerings, expect to be better engaged and are looking for superior customer service. Our survey reveals that six out of 10 healthcare insurance consumers feel that they do not fully understand their coverage and eligibility, and they expect better assistance and information in order make right choices when it comes to selecting plans. What has long been a 'group-centric' business model in the health insurance industry, especially in the United States, is fast turning into a 'consumer-centric' one, thanks to digital. The entire healthcare realm is benefiting from this digital transformation and from the rise of consumerization.
No doubt, digital transformation helps health insurers meet changing consumer expectations and deliver a connected and consistent experience. Doing so, however, requires significant changes to existing systems, processes and also within the organization. Consider 'online shopping of health insurance plans' for instance. Digital channels, including private and public health insurance marketplaces have transformed the way consumers purchase health insurance. Health insurers can take advantage of this trend and improve consumer insights and engagement by digitizing marketing, commerce and service functions to deliver a superior experience to their consumers, across channels.
- Digital marketing platform can help sense consumer preferences and needs across multiple channels, identify purchase patterns, and help create personalized campaigns to attract target consumers
- Once target consumers are engaged, health insurers can use a digital commerce platform with a multi-channel store-front to facilitate shopping, comparison, and purchase of insurance products, online
- Insurers can use the data collected via the marketing platform and combine it with in-house data e.g. member profile, claims history, contact center interactions, to recommend ancillary products that can help improve member care and improve loyalty
- To improve customer service and productivity of contact center associates technology solutions today can help provide unified view of the member, help provide faster query response by aggregating information across multiple internal systems, and enable self-service capabilities on portals via live chat. That are some of the leading edge capabilities that can play an important role in improved customer engagement across channels
But, doing this with traditional IT adoption models can be extremely costly, time-consuming, and unpredictable, and health insurers need to rethink their approach to renew digital healthcare experience.
The president and CEO of Infosys Public Services, Eric Paternoster, recently discussed a platform-based approach to IT that helps healthcare organizations shift focus back to their core business. This approach can help health insurers accelerate their digital transformation initiatives.
Platform-approach will allow health insurers to 'acquire' core IT capabilities 'as-a-service'. So, instead of building the digital marketing, commerce, and customer service systems from ground-up, they can simply 'integrate' ready-to-use and configurable business platforms that help deploy these functions as needed, and pay per use. This way, they will be able to meet their business goals, without investing in complex and costly IT.
Such platforms also take advantage of best-practices from other industries like financial services, and retail, who have already gone through a similar consumerization journey through adopting a digital road map. Health insurers can access these proven practices and accelerate innovation.
The health insurance industry as a whole is moving towards a platform-oriented approach for digital transformation and realizing its benefits, which include improved consumer experience, speed-to-market, and lower costs. Many of our healthcare clients who recognized this groundswell early on are in the forefront of this transformation. With changes in the healthcare industry coming on fast and from all directions, more organizations will choose to leverage this new approach in order to deliver consumer-centric' care without the cost and burden of long drawn IT initiatives.