Achieve recently attended HCIC and gained some valuable insight. We have been attending HCIC for a number of years and have seen trends come and go. Ron Huber, the CEO of Achieve, shares his thoughts on what he learned and experienced at this year's conference.
What were your HCIC highlights?
This was my fourth year at the conference and I’m very impressed with how quickly we’ve gone from talking about basic digital concepts like texting and SEO to advanced conversations around Digital Transformation and automating the patient journey. There still seems to be a pretty big gap between the healthcare systems that embrace digital communications and those stuck in the old model and who are unwilling to invest in anything related to marketing. I was sitting at a lunch table where two-thirds of the table were discussing platform integration challenges and the other third about how to make their website responsive. That is a huge gap that is created by leadership and most likely one that will lead to failing health systems.
How do you see Digital Transformation affecting the healthcare industry?
The good folks at Sharp gave a great example of a direct mail campaign to cancer patients that went horribly wrong simply due to the fact their EHR system wasn’t connected to their CRM system to update patients that passed in their hospital. The first step of any true Digital Transformation is to tear down the data silos and share data within your organization. This isn’t just about marketing to new patients, managing your patient ecosystem is a crucial part of lowering costs and providing superior care.
What were some innovative solutions you came across at HCIC?
Automated patient journey mapping is really exciting and is probably the clearest example of Digital Transformation in the market today. The visualization of the journey helps everyone in the organization see the gaps in care and education. Pulling data from multiple sources and making it available where it’s most needed could lead to transformational results.
What are some things healthcare providers can do to transform their business in the digital age?
The first step is to realize you’re part of an ecosystem that will find the correct information one way or another. Patients, caregivers, nurses, volunteers, doctors, suppliers, first responders, and hospital staff all make up an ecosystem that thrives on the sharing of information. They no longer rely on only one source and incorrect data flows faster than official releases. Knowing where each group gets their data is key to making sure that each group is sharing the correct information. A good example is evolving from a basic informational website to an integrated content portal that aggregates updates from caregiver groups or shares alerts from First Responders, which puts you in the center of the ecosystem. Looking beyond controlling the message to expanding the ecosystem will lead to quicker information delivery and a smarter, happier patient.