In the consumer world, there are many choices. We go online to purchase our mortgage, research car choices, do our banking, book our travel, find our hotels, buy our groceries and more. In part, Uber, Amazon and the smart phone have created an environment where we all expect quick delivery. Consumers now expect instant gratification and we’re seeing patients behave in the same way—influenced by an abundance of choices, they are not bound to get everything from one provider anymore. How, as consumers, can patients get this expedited engagement in healthcare? Millennials are the next wave of consumers in healthcare and have different expectations when it comes to consumption and service. How is healthcare preparing for this next generation of patients? We are now shifting towards a reimbursement model of fee for value. How does healthcare create a digital strategy to drive value in our evolving healthcare environment? What does the next generation patient service model look like?We’re seeing this trend play out at most of the top healthcare organizations. Partners Healthcare, Mayo Clinic and Kaiser—to name a few—have recently announced appointments of top-notch CDO’s, most of whom have been plucked from B2C industries. These folks are fundamentally primed to focus on consumerization and digitization. But the CDO isn’t the only executive leadership role on the rise. Alongside the CDO, we’re seeing a parallel approach at some healthcare provider organizations with a Chief Experience Officer (CXO) role, such as at Henry Ford Health. In a similar capacity, Cleveland Clinic recently added the Chief Clinical Transformation Officer to their roster. The CXO role, for the purposes of this discussion, are generally similarly aligned to a CDO role—the focus being on driving the best, most consistent and unequivocal patient experience.
The CIO & CDO: a new and essential partnershipRoss identifies some of the main qualifications of the CDO including:
- extensive experience leading transformation within and outside of healthcare
- understands the opportunities and challenges in deploying digital health
- raises the level of healthcare service to fully embrace consumerism utilizing vision and innovation
Focus on patient experiences and outcomesThe CDO (or CXO) is going to drive vast and varied innovation for both external and internal constituents. This will encompass new applications, technologies, business models, etc., and requires a strategic and comprehensive platform for flawless execution. The CDO ought to be unencumbered by minutia and specifics of how these new digital tools and platforms will be consumed by the users. Their primary concern should be that the consumers will have the best, most consistent, empathy-driven experience. The business, meanwhile, is unrelenting in the expectation of uninterrupted operations. In healthcare, KTLO has significant gravity; without continuously available technology and clinical application access, patient outcomes greatly suffer. The CIO cannot ignore the specifics of the business of IT. Applications, both foundational (aka legacy) as well as cloud-based (SaaS, et al.), still need to be made available reliably through the myriad of technology and security layers in a consistent, always-available fashion. These are the basic outcomes—performance, reliability, and availability—that the CIO is expected to provide to the business. And this is the means (the framework) by which the CDO is able to ensure the delivery of a patient-focused experience.
The User Experience FabricSo, what does this patient-focused, digital healthcare framework look like? The CIO needs a scalable framework that weaves user experience together with business outcomes, tightened by the needle and thread of security. Focusing on one domain (application delivery, for example) alone cannot provide the support needed in this new healthcare world. Instead, what’s needed is a User Experience Fabric. A User Experience Fabric will orchestrate:
- application & desktop delivery
- unified endpoint management
- digital identity into a frictionless platform so that the various constituents (users) can have an unparalleled experience regardless of application, device, location, role, etc.
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