TransformingDigitalCareintoaCompetitiveAdvantage
Thederegulationoftheairlineindustryinthelate70sholdslessonsforbusinessleadersinany
industry,suchashealthcare,thatissuddenlyforcedtoadaptandoperateinanewly-competitive
environment.Airlinesrespondedtoderegulatedcompetitionandpricinginanumberofways–some
prosperedandsomesimplyfailedtoadapttothenewenvironment,andtheywentoutofbusiness.
CompanieslikePanAm,EasternandTWA,oncethebiggestairlinesintheU.S.,nownolongerexist.
Whiletheseairlinesofferedsomeofthebestserviceandfinestcustomerexperiencesintheworld,
theysimplycouldnotachievetheproductivitiesandoperatingefficienciesnecessarytocompeteinthe
openmarket.Othersmallerairlines,namelySouthwest,wereagileenoughtoinnovativebusiness
modelsanduselowercoststructurestoprofitablygainmarketshare.Today,Southwestisthelargest
domesticcarrier,remainingaprofitablecompetitor,decadesafterderegulation.
BuildingtheFutureonLessonsfromthePast
So,whatcanbelearnedfromthisbyhealthcareexecutives?Itshouldbeunderstoodthattoremain
staticinanewly-competitivebusinessenvironmentistoloseground.Eventhebiggestandmost
establishedorganizationsmustadaptandbegintocompete,ortheyriskclosingtheirdoors.
Perhapsthegreatesttakeawayisthis:Tosucceedinanewly-competitiveenvironment,companies
mustbeabletodeliverqualitygoodsandservicesatacompetitivepricepointforconsumers...and
theyMUSTbeabletodosoPROFITABLY.
Inotherindustries,thisinvolvesinnovativebusinessandproductstrategiesdesignedtocreatea
competitiveadvantage.Whenthatcompetitiveadvantageleadstosignificantcostsavings,new
revenuestreams,andmeaningfulproductsandservicesforconsumersthenbusinessescanthrive.In
healthcare,thesesamecriteriamustbemet,withthefocusalwaysremainingondeliveringquality,
individualizedservice.
Thehealthcareindustryisnowfacinganewly-competitivebusinesslandscapefueledbythe
transparentnatureofpricingavailabletoconsumersonthehealthcareexchanges.Atthesametime,
digitalandmobilehealth(mHealth)servicesandcontent,nottomentionthecornerwalk-inclinics,are
beingexploredasameansofaccessingcareoutsideoftraditionalclinicalsettings.Whatifthesethree
datapoints–transparentpricing,convenienceanddigitalhealthgrowth–werecombinedandviewed
asauniquesetofopportunitiesforhealthorganizationstoestablishtheirowncompetitiveadvantage
movingforward?
Let’stakealook…
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Today’sReality–UncoordinatedCareandHealthDataSilos
Mobiletechnologiesanddigitalhealthservicesandcontentholdsignificantefficiencyandcost-savings
potentials.Whatisevident,however,isthatthefar-flungarrayofservices,sensorsandcontentare
actuallycreatingconsumerconfusionandcompetitiontoestablishedcaredeliverymodels,effectively
fragmentingcaredeliverywhenthegoalshouldbetounifyit.
Theproblemisthatthesecapabilitiesaredrivenbyindependenteconomicmodelsandremainlargely
separatedfromadailypatient-providerrelationship,creatingdataandcommunicationsilosthatare
nota"partof"thecaredeliveryinfrastructure.Eachhasitsowndistinctinterfaceandvendor-centric
businessmodel,whicharenotnecessarilyalignedwithpayerandproviderbusinessorcaredelivery
models,letalonecoordinatedwithprimarycaresupportforthepatient.Thislackofintegrationis
makinghealthcaremorecomplextonavigate,andthereforemoredifficulttobenefitfromasapatient,
doctor,orhealthcarebusiness.
Thehealthcareindustryneedstoadapttothiscomplexrealityandshapeittoitsadvantage.Providers
mustintegratedisparateservicesandengagementtechniquesintocareplansandbusinessmodelsand
reapboththehealthandfinancialbenefitsofimprovedoutcomes.Theymustsimplifyandcoordinate
caredeliverybetweenpatientsandproviders.How?CollapsedigitalandmHealthsilosandunify
mobilecaredeliverythroughasingleuserinterface.
ABetterStrategy–MakingtheComplexAppearSimple
Theapproachtosolvingthiscomplexbusinessproblemistofocusandinnovatearoundimprovingthe
currentstaticuserinterfaceofanapplication–andtransitionittoaresponsiveWebbaseduser
interface–thatenablesorganizationstounifyallmobilehealthservices,content,andtheentire
InternetofThings(IoT)arrayofhealthsensorsintoasingle,healthorganization-brandedapp.The
responsiveuserinterfacegoesbeyondjustunifyingthedeliveryofthesevariouselements.It
“responds”bypersonalizingtheappinterfacetopresentonlytheuniquesetofservices,content
and/orhealthsensorsprescribedtotheindividualuser,basedonhisorherhealthplan,preferences,
geo-locationorotherneeds.Thisuniquely-individualizedapproachunifiesandsimplifiesmobilecare
deliveryforeachpatientintoasinglepointofconvenienceandusability.
Thepatentedresponsiveuserinterfacethatenablesunificationandindividualizationofmobilecare
deliveryisChoice®.Itistechnologythatgiveshealthorganizationsacompetitiveadvantagebylinking
thecost-savingspotentialsandincreasedclinicalefficienciesofdigitalandmHealthutilizationwiththe
bestpracticesofpatient-centric,individualizedcaredelivery.Choicesimplifieshealthsystem
navigationandaggregatescareaccess–allviathepatient’smobiledeviceandallunderthecontrolof
thehealthsystem.
ThisopenWeb-basedstrategysavestime,money,andletsITbetterutilizeitsexistingresources.
ConsiderthattheBritishGovernmenthassavedanestimated$8.2billionoverjustfouryearsby
executingonasimplifiedandresponsiveWeb-basedstrategyforconnectingitscitizenswith
governmentalservices,versusanapp-basedstrategywithitsinherentcomplexities,highercostsand
provenlackofsustaineduserengagement.(Source:WhyBritainbannedmobileapps).Thisdeliberate
shiftinstrategyandtheresultingcostsavingsiscapturingtheattentionofenterpriseITacrossall
datelinesandindustries.
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FromtheTraditionalClinictotheWalk-inClinic,totheWalkingClinic™
WithChoice®,caredeliveryhasnobounds.Choicewasdesignedtogivedoctorsagreaterabilityto
reachandeffectpositivechangesfortheirpatients,whilesavingvaluableclinicaltime.
Forongoingorchronic-caresituations,patientsandproviderscancollaborateonan"actionplan"to
drivegreaterengagementandadherence–fromanywhere.Thisdailysetofcustomizedstepsor
menusguideseachpatientinhisorherpursuitofbetterhealthorhealthmaintenancegoals.
Caregiverscaneasilyprescribetheuniquesetofservices,contentandsensorsthatareusedinthese
dailystepsforeachpatient.Instantly,themenustructureofthatpatient’sappwillchangeinreal-time
tooffersimple,"push-button"accesstotheappropriatecontentandservicesinsupportofhisorher
healthmaintenancegoals.
Choice®technologyenablespatientstomoreeffectivelyaccesscareinacutescenariosaswell,guiding
themwiththesame"push-button"accesstothemostappropriate,convenient,andcost-effectivecare
channels.Thismeansthathealthorganizationscannowofferhealthcareconsumersasingle“one-stop
shopping”interfacethatsimplifiesandguidesthemthroughthenavigationoftheentirehealthcare
system–andcanevenprovideaccesstotheirpersonalsupportchannelsandcontent.
ButthecompetitiveadvantagesofutilizingChoice®technologygobeyondindividualizedandunified
caredeliveryviaasingleapp.Theygobeyondthetimeandcostsavingsforpatientsandproviders,as
well.Healthcarebusinessleadersgainanothercompetitiveadvantageinthattheycanuseittoinsert
flexibilityandadaptabilityintotheirentirecaredeliverystrategy.Theycaninstantly"bundleand
unbundle"mobilehealthservicesandcontentforadditionalrevenuestreams,keepingthempricecompetitiveforpatientsshoppingontheexchangesandservice-richforthelesscost-sensitivehealth
consumer.Thisagilityisessential,allowingahealthorganizationtorespondquicklytomarketshifts
andnewentrants–remainingcompetitivewellintothefuture.
HealthcareITdepartmentsgaintheadvantageofsimplicitywithoutcompromisingsecurity.Choice®
technologyutilizesWebstandardsandfeaturesHIPAA-compliantprivacycontrolsandsharing
preferencesforeachuser.Choicewasdesignedtominimizedisruptionbyseamlesslyintegratingwith
anorganization’sexistingITinfrastructureandbyensuringinteroperability.Whenahealth
organizationneedstoupdateits“walkingclinic”,itdoesnotrequireanentireapprevisionforeach
platformordevice.WithChoice,itisassimpleaschangingaWebpage,andifnecessary,connecting
thecapabilityviaanapplicationprogramminginterface(API).And,theupdatesareavailabletoeach
patientinreal-time.
BetterCareDelivery–BetterHealthandFinancialOutcomes
Healthcareexecutivescannowrespondtothenewly-competitiveenvironmentinawaythatwasnot
availabletotheairlines.Theycanindividualizeservicedeliverybyleveragingtechnologyto
convenientlyandcost-effectivelyofferalldigitalandmHealthservicesandcontentthroughasingle,
responsiveinterface.
Carecanberoutedthroughthemostcost-efficientchannels,patientsandproviderscanengagein
meaningful,two-waycommunicationsinsupportofbetterhealthwhilesavingthembothtime,andthe
mostappropriateservicescanbequicklybundledorunbundledforeachpatient’sneedsandtoremain
competitiveinhealthcare’schangingmarketconditions.
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ThisChoice®-enabledcaredeliverystrategypromisesimprovedoutcomes,significantcostandtime
savings,best-in-industryhealthnavigationforcustomers,andtheagilitytocompeteprofitablymoving
forward.Itletsyoutransformourpointsofpricetransparency,convenienceanddigitalhealthgrowth
intoacost-effective,digitalcaredeliverystrategythatcandeliveronyourclinicalandfinancialgoals.
AGlimpseattheFutureofDigitalCareDelivery
Ifyouarereadytotransformyourdigitalcareofferingsintoacompetitive,integratedcarestrategy,
contactustolearnmore.We’llprovideyouwithaccesstoaself-guideddemonstrationthathighlights
thepowerofChoice®andourapproachtomeetingthehealthcareindustry’snewbusiness
requirementsofadaptability,agilityandintegratedcaredeliveryacrossmultiplechannels.
Wedemonstratebothacuteandchroniccarescenarios,providingideasabouthowacompanymight
buildoutitsownmobilecaredeliverystrategy,oraswecallit,WalkingClinic™.Wedemonstrate
severalwaysinwhichChoice®technologymaybeusedbyahealthorganization:e-prescribing,
engagementaccountability,patientcostsavingsandclinicalproductivity,highlightingboththevalue
propositionsandsuggestedusesforallstakeholders-thebusiness,caregivers,patientsandIT.
Calloremailusformoreinformationandaccesstotheself-guideddemonstration:
(303)[email protected]
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