Healthcare organizations should offer omnichannel communications

Omnichannel communication allows patients to communicate through their preferred methods—whether email, phone, text messages, or digital platforms—providing both accessibility and convenience. This convenience can come with some complexity when organizations don't have a targeted plan to manage multiple communication channels.

What is omnichannel communication?

Omnichannel communication is an approach to engaging with individuals across multiple communication channels. It originates from the retail and customer service sectors, where it was developed to provide consistent customer experiences. Notably, companies with strong omnichannel customer engagement strategies retain, on average, 89% of their customers, compared to a customer retention rate of 33% for companies with weak omnichannel strategies, demonstrating the effectiveness of omnichannel communication in maintaining customer relationships.

In healthcare, omnichannel communication proves highly beneficial as it allows patients to interact with healthcare services through their preferred methods and serves as a ground for improved patient engagement by allowing continuous and integrated communication. For instance, a patient might receive appointment reminders via SMS, discuss health concerns through a video call with their doctor, and access their medical records through HIPAA compliant email. This coordinated communication enhances patient satisfaction and contributes to better health outcomes by ensuring consistent and accessible care.

The benefits of using omnichannel communication strategies 

1. Increased customer engagement: Facilitates more touchpoints and interactive experiences, keeping customers engaged and informed, which can lead to higher satisfaction and loyalty.
2. Higher operational efficiency: Integrates multiple communication channels and data points into a single system, streamlining processes and reducing the time and effort needed to manage customer interactions.
3. Better data collection and analytics: Provides comprehensive data across channels, offering insights into customer behavior, preferences, and needs, which can be used to tailor marketing and service strategies.
4. Consistent branding across channels: Ensures that every interaction a customer has with a brand is consistent, reinforcing brand identity and values, which can strengthen brand recognition and trust.
5. Quicker issue resolution: Enables more efficient customer service by giving representatives access to a full history of the customer's interactions across channels, allowing for faster issue resolution.
6. Competitive advantage: Differentiates a brand in competitive markets, as customers increasingly expect a seamless, omnichannel approach from companies they do business with.

The options available for an omnichannel strategy in healthcare

1. Mobile applications: Custom apps for scheduling appointments, medication reminders, and accessing health records.
2. Telehealth services: Video conferencing and telecommunication tools to consult with healthcare professionals remotely.
3. Social media: Platforms to provide health updates and educational content and engage with patients.
4. HIPAA compliant email communication: For appointment confirmations, health tips, and follow-up information.
5. HIPAA compliant text messaging (SMS): Send reminders for appointments and medication intakes, and provide quick updates or alerts.
6. Interactive voice response (IVR) systems: Automated telephony systems that interact with patients via a voice and DTMF tones input.
7. Chatbots and virtual assistants: AI driven tools for instant messaging to answer common queries and provide guidance.
8. Wearable technology integration: Use data from devices like fitness trackers to monitor patients' health and adjust treatments accordingly.
9. Digital signage: Use of electronic display boards in healthcare settings to provide directional guides, health information, and updates.

See also: The guide to HIPAA compliant text messaging

How to make omnichannel communication easy

Based on a 2023 Mayo Clinic Proceedings Digital Health on omnichannel communication in healthcare, the purpose is to, "...ultimate goal of an omnichannel strategy in health care is to improve patient engagement, increase access to care, and reduce costs while improving communication and collaboration among health care providers." 

The same study offers that too achieve successful implementation "...requires a well-defined plan, robust technology, infrastructure, data analytics, capabilities, trained professionals, and a basic understanding of the communication channels among patients. The adoption of an omnichannel strategy in health care can lead to new business growth and increased patient engagement,"

The methods to implement include:

1. Integration of digital assistants: Employ digital assistants within communication platforms to handle routine inquiries and patient triage before escalating issues to human staff. Program these assistants to manage appointment bookings, prescription refills, and initial symptom assessments based on natural language processing and machine learning.
2. Predictive analytics for proactive communication: Use predictive analytics to foresee patient needs and initiate communication. For example, if a patient's historical data and patterns suggest a likelihood of a flare-up in a chronic condition, the system can send targeted advice or prompts to schedule a check-up.
3. Enhanced data security features: Implement encryption and cybersecurity measures to safeguard patient communications across all channels. This can be achieved using well-rounded encryption services like Paubox email API and Paubox text messaging.
4. Real time language translation services: Incorporate real time translation capabilities to cater to non English speaking patients or those with limited English proficiency, ensuring no patient is left behind due to language barriers. This can be particularly useful in areas with diverse populations.
5. Use of augmented reality (AR) and virtual reality (VR): Leverage AR and VR for patient education and engagement, providing immersive experiences that explain procedures or simulate outcomes to help with informed consent or treatment understanding.
6. Blockchain for secure and immutable records: Utilize blockchain technology to create immutable patient records that can be securely accessed and updated across different channels.

See also: Top 12 HIPAA compliant email services

FAQs

How does omnichannel communication influence patient satisfaction?

By offering multiple, convenient ways to interact with healthcare providers and ensuring consistent, personalized communication.

How can omnichannel communication reduce wait times and bottlenecks in healthcare settings?

By allowing for more effective scheduling and reminders and providing alternatives like telehealth options.

Does omnichannel communication help reach underserved populations?

Yes, it can help bridge the gap by providing accessible healthcare information and services through channels that are available and familiar to underserved communities, such as mobile phones for SMS and voice communication.