• Integration: a single view and seamless experience across multiple service providers

Health providers not only have a huge opportunity to acquire and retain customers. It’s also possible to enhance the current provision of care, and grow revenues through the power of positive experiences. However, these experiences must be well thought-out and easy to navigate to result in more meaningful connections with patients. According to Forrester , despite many healthcare organizations investing in digital front door strategies and experiences, many are failing to create a lasting connection with their patients. In order for a healthcare organization’s digital experience to create a true impact on revenue and care, the strategy must bring users back time after time, as well as offer a simple and clear interface for them to interact with.

Why do digital front doors fail?
What might be causing patients not to use or return to a provider’s online portal? The answer lies within platform visibility. According to the same Forrester report, when asked about their HCO’s digital platform, 19 percent of respondents said it hasn’t occurred to them to interact with their HCO in this manner, and another 19 percent said they believe it’s easier to call when they need information or support. HCOs will continue to fail to optimize their digital platforms if their consumers are unaware of how to navigate them, or their existence online at altogether. Organizations must first implement customer journey mapping and encourage modern feedback methods. Only then will providers fully understand what the customer wants from a digital experience, and be able to explain which platforms are available to them and how they can be navigated.

It’s always about growth, engagement and retention
Healthcare organizations are not unlike other industries; the three pillars of success for any digital experience are growth, engagement, and retention. To effectively determine the success of a digital front door strategy, providers must focus on creating measurable targets for these three key performance indicators:

• Grow: when done right, digital front doors provide virality loops that act as an acquisition marketing enabler in attracting customer segments that your Health System is targeting
• Engage: digital front doors keep customers engaged in their personal care journey, as well as their families’, helping to shift the industry from “sick care” to holistic proactive, preventative healthcare

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