Digital Front Door is the key to online healthcare

By Janet Brice
Digital Front Door, an omnichannel customer engagement strategy in healthcare, looks set to open up a world of choice for patients...

Digital Front Door, an omnichannel customer engagement strategy in healthcare, looks set to open up a world of choice for patients.

As the trend for patients to become actively involved in their own health journey grows, a white paper produced b y L&T Technology Services Ltd (LTTS) has introduced the concept and benefits of ‘Digital Front Door’ (DFD), an omnichannel customer engagement strategy offering greater control and choice for the consumer.

Allowing patients easy access to a host of services, from booking appointments to virtual visits or accessing telehealth, DFD is an important development for modern healthcare providers.

Through the use of online tools, patients will be able to make informed choices that result in better outcomes and reduced costs. This is crucial as, following the impact of COVID-19, which has seen more patients booking virtual visits, managing healthcare often requires the same efficiency DFD as ecommerce or online banking. 

Current trends among consumers include:

  • Accepting more accountability for their own health
  • A desire for convenient and personalised services
  • Tracking daily health data with the use of wearables
  • Seeking Value-Based Health Care (VBHC)  
  • Greater access to technology

What are the key trends driving consumers?

In an era of digital transformation, patients are looking for more control and choice, often through virtual, digital, and self-service channels. This enables them to not only interact with providers and healthcare organisations, but also to change the way in which services themselves are accessed.

Today, approximately 60% of healthcare consumers are sharing their feedback on the quality of health services received on social media (Facebook, Google etc.), placing the onus on providers to consistently ensure that they deliver optimal services.

In a survey conducted by Healthcare Consumer Insight & Digital Engagement, 75% of consumers said online ratings and reviews influence their choice of provider. The top choice (57%) for sharing a physician/hospital experience was through Facebook, and a total of 48% are influenced by an online review when choosing a doctor.

Furthermore, according to an NTT DATA study, the majority (62%) of customers reported that they were unable to accomplish their healthcare goals online, including searching for a doctor, accessing health records, or paying bills. A PwC report recorded the gulf between customers’ service expectation and reality as 25%.

DFD offers the following benefits:

  • Self-service
  • Meet consumer expectations
  • Engage patients
  • Improve overall experience
  • Build long-lasting relationships
  • Increase retention and cross-selling potential
  • Deliver value-based care

What are the potential benefits for:

Patients and providers: integrated omnichannel communication has the dual benefit of both convenience and more effective data management. This, in turn, allows providers to triage more effectively and further enhance the fluidity of the customer experience.  

Life sciences: although the new provider-patient dynamic will still place life sciences companies (medtech, pharma, biotech, etc) as secondary entities, their ability to provide solutions and services aligned with client values will ensure they remain integral to creating a bespoke experience incorporating preferred communication methods. 

Therefore, as we have shown, the successful implementation of DFD could be key for providers seeking to integrate patient care, reduce the burden on medical staff, help patients navigate their health journey, and effectively manage costs. 

Find out more in LTTS' white paper: download here


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