Consumer technology for health systems

Putting the consumer first in health technology

The Deloitte Center for Health Solutions recently interviewed technology, digital, and marketing executives from 10 health systems to learn how they are approaching the adoption of consumer-facing health technology. Our respondents generally agreed that health systems:

• Recognize the importance of digital transformation, yet have fallen behind other industries when it comes to adoption
• See multiple opportunities for consumer-facing health technology in care delivery, health equity, cost efficiencies, loyalty, brand, competitive positioning, and talent recruitment, as well as patient and staff experience
• Should try to shift their current digital strategies to be more consumer-friendly, as most digital tools were developed for in-person processes and, as such, were not designed to be consumer-friendly or wholly native to digital
• Require more leadership support to prioritize investment in digital transformation and consumer engagement efforts
• Need more robust, comprehensive measurements and goals for consumer-facing digital technology adoption beyond patient satisfaction scores

Making technology a priority for health systems

Our interviews also revealed that digital maturity can vary widely by health system. Some organizations were investing in digital consumer experiences before the COVID-19 pandemic and have since accelerated their investments. Others are further behind and have done little to catch up. However, all respondents agreed that both digital transformation and the consumer experience should be top organizational priorities.

When asked how health systems should best move forward to become both truly digital and consumer-friendly, executives suggested the following:

• Start small, and identify the biggest pain points from the consumers’ perspective.
• Use technology that is simple.
• Use data segmentation to understand the needs and desires of consumers.
• Focus on integration of data and systems.
• Ensure that the experience is truly digital and seamless, versus continuing to rely on manual processes on the back end.
• Consider the perspective of clinicians, administrative staff, and other workforce members in digital transformation efforts.
• Bring in outside partners to elevate consumer-facing digital experience and capabilities.

The future of technology in health systems

Health systems that prioritize digital adoption and put their consumers at the center of their efforts will likely be well positioned for the future. Organizations that are successful may see significant improvements in both their consumer-facing experiences and customer loyalty. Ultimately, this will propel them closer to Deloitte’s vision for the Future of Health.