India’s healthcare opportunity has resulted in significant investments from venture funds and corporates.
The business model largely consists of doctor relationships, resident welfare association relationships, test centres and insurance companies. There are incentives, health camps, offers, ads to get the patient ( customer ) to walk-in.
So, if another company wants to enter the healthcare sector and followed all the above, they would not be the first. It is then a very crowded market for offers, packages and family programs. How do you stand out then?
If you listen to the customer, what they really want is outcomes. Am I assured that my loved one will be fine at this brand new medical centre?
Hospitals, Clinics and Wellness centres have got in touch with us for different things.
- We worked with a large hospital chain wanting to do something different based on insights from data.
- Another hospital wanted help in responding to the changing nature of competition.
- An entrepreneur wanted to launch a completely new service, never before seen in the country
- An established brand wanted to introduce a novel innovation
We constantly speak to customers and monitor the theatres of change in medicine.
The simple things in service design that worked by training employees are not enough. Yes it is important but it is not going to make a significant difference.
There is a habit the customer has gotten into with regard to healthcare. Perhaps the opportunity is to look closely at this habit. Make a difference there.
Different business environments, exigencies and points of view has meant that our clients have come to us for different things, yet they have all worked with us on a customer experience based approach which focuses on providing the customer with what they really need in health and wellness. Genuine caring and assistance through the lifecycle of the customer and the family.
- This has meant long term partnerships where we needed to work on service design, people and programs.
- Understanding of Out patient programs
- Understanding of In patient programs not just for the patient but family too
Identification of more relevant services and location of services because usage does not mean value but where do people spend most amount of time, what causes anxiety, satisfaction and dissatisfaction.
A lot of medical establishments express internally that they are in the business of sickness not wellness. What does this mean for your organisation?
Conversely, the customer is invested in wellness and it certainly opens up new touch points and experiences if the organisation so wishes.
In a lot of sectors and even in healthcare, seeing is believing. We would like to add, you need to address the feelings first. Some may call it empathy but if you look at it from the customer’s perspective, it is plain and simple reassurance that everything will be fine.
If you talk about medical affiliations, most seem to have high end international partners. Do customers trust the clinic because of this partnership? Not quite.
They depend on the assurance of the outcome on the reputation of the doctor in charge. Not technology, not partnerships. It is a simple question again and again – As a customer put it, This is the flu season, can this centre be trusted to help my child?
In addition there are significant concerns centering around chronic conditions. A person may be sent back home after a treatment but things can be different at home. There are medicines to take, tests to undergo, exercises to be done, monitor activity or have trained medical staff on hand. It can be very challenging. Is there something that an organisation can do?
Equally challenging is the case when a patient is hospitalised and well on the path of recovery. Her expectations of care at that time begin to change and are significantly different from the time she may have been hospitalised. How does the organisation respond to changing expectations?
The opportunity is in the experience design that simplifies life for the customer and their family. The footprint of experience can extend from the centre to home and anytime availability of services and information.
Information flow that is not one way but two way.
One could re-imagine a condition that requires long term care with sensors that provide pro-active inputs to the medical team as well as the family. Allowing them to take pre-emptive measures even before an episode occurs.