What does omnichannel mean to patients?

How healthcare is delivered to patients has needed a shake-up for some time, as there is currently no one-size fits all approach in healthcare.

In the past, interaction between healthcare professional and patient was limited to physical channels such as face-to-face appointments. Once, digital channels were introduced this increased the level of interactivity patients had with their healthcare providers. However, the diversity of digital channels available can be difficult to navigate for patients and their experience may seem disjointed and confusing, this has demanded an approach that is much more streamlined to better guide patients through their healthcare journey.

A platform that connects all channels, both physical and digital, across multiple devices is the way towards optimising patient care.

That’s where omnichannel comes in.

What does omnichannel offer patients?

"Omnichannel is a platform that gives your patients a personalised and continuous experience with a service regardless of the channel, format, location or device."¹

Omnichannel isn’t about the channel or channels that it uses. But instead focuses on the healthcare consumer experience and how it engages with patients through multiple channels, its purpose is to bridge the gap between physical and digital channels to connect all methods of communication and provide optimal access to healthcare services.  

No matter where, how or when patients encounter healthcare services, all these experiences are integrated into one to create a seamless experience and a single patient journey.

Omnichannel allows patients to take control of their health and reach out to their providers on their own terms, it provides patients with easy access to the support and resources they need, whilst reducing waiting times and unnecessary paperwork.²

How can this technology be used to improve and empower patients?

As omnichannel integrates many platforms that patients use to communicate with their healthcare providers, it places the ‘power in their hands’.

Omnichannel optimises the healthcare journey by improving communication and strengthening relationships between the healthcare providers and their patients.³ This inspires patients to be more engaged in their healthcare, driving patient loyalty and empowering them to make informed choices when it comes to their health.

Omnichannel uses smart data to collect information on patient behaviour and activity. Through using this data, healthcare providers can tailor their service to each patient, creating a more personalised service which will optimise communication, adherence and management of patient health.⁴

How can this improve patient outcomes?

Patients today want access to healthcare anytime, anywhere with the help of multiple platforms and devices. Omnichannel provides 24/7 access to healthcare support that is most convenient for them, it also provides patients easy access to their medical records i.e., prescriptions, appointments, vaccinations etc. This ensures that patients are fully informed in terms of their own health so they can manage their healthcare and improve clinical outcomes.⁵

Improving outreach and patient involvement in care decisions optimises patient wellbeing. As mentioned, one significant benefit to omnichannel is that a patient’s adherence to treatment, and management of their condition is improved, because healthcare providers can use specific touchpoints to target their patients when they are most active, to optimise engagement and ultimately improve health outcomes.⁴

Omnichannel is paving the way for healthcare services and creating an entirely new experience for patients, it is allowing them to make informed healthcare decisions and gives patients the choice on how they communicate and utilise healthcare services to reach their desired health outcomes.

References

1.     IQVIA (2022) https://www.iqvia.com/library/white-papers/channel-preference-versus-promotional-reality

2.     Phase 2 (2017) https://www.youtube.com/watch?v=gE7iQBJ2ivo

3.     Mercury Healthcare (2021) https://www.mercuryhealthcare.com/blog/multi-channel-vs-omnichannel-whats-the-difference

4.     Allazo Health (2021) https://blog.allazohealth.com/resources/how-omnichannel-technologies-can-improve-patient-care  

5.     Amit Mohan (2021) https://www.linkedin.com/pulse/omnichannel-its-relevance-healthcare-improve-patient-amit?trk=articles_directory