Digital Agility Depends on a Platform Approach: Three Things to Consider

Digital Agility Depends on a Platform Approach: Three Things to Consider

Digital Agility Depends on a Platform Approach: Three Things to Consider

Josué Tito, CEO of Enjoy Health, is passionate about creating mobile technology that informs and delights users.

As this survey of healthcare leaders shows, the primary objective of any customer-facing digital transformation initiative comes down to the customer experience. That’s why an organization’s best bet is a platform approach to digital design that allows for customization and control for a seamless digital experience.

The days of single apps to meet consumer needs are over. Evolving expectations and external forces such as the pandemic require organizations to continually connect with consumers in new ways. Consequently, the ability to quickly add, remove and update digital assets and content in a single solution is critical. For leaders, it also helps to minimize “platform fatigue,” the tiredness leaders feel when platforms are imposed on them at every step.

In terms of strategy, the key is to avoid getting stuck in an “omnisuite of mediocrity” that does one or two things well and everything else poorly. Here are three considerations for digital platform design in a rapidly evolving environment.

1. Look for ways to unite all of your organization’s consumer-facing digital elements into a single platform.

This avoids “Frankenstein app” scenarios where digital offerings are bundled together without considering how they complement each other. It also makes for a fully integrated experience that strengthens consumer engagement and produces great results.

In a healthcare system in San Antonio that we work with, investing in a mobile app platform in 2019 gave them the infrastructure to move beyond guidance towards a variety of digital services when Covid-19 emerged. They were able to give residents quick access to a health tracker, clinical updates, and critical health information from a trusted source in a mobile app. It also reduced the pressure on remote customer service personnel by incorporating a chat function that could answer most questions in real time.

2. Keep tabs on the strategic digital elements that are most important to your organization’s success.

The right digital platform helps technology teams avoid the tedious mundanities of in-house application development by focusing on the elements that matter most to their business. Tech professionals also gain more bandwidth to focus on customizing digital services to meet their customers’ most pressing needs, an approach that maintains momentum and reduces the risk of burnout.

In an Atlanta healthcare system that we work with, a strategic focus on eliminating friction in the patient experience allowed them to create a “digital hand-in-hand experience” for patients. Every point in the patient’s journey is mapped on the patient’s phone, from the home and garage to the registry and point of care. After the patient visit, discharge instructions and meeting notes are available in one place on the patient’s smartphone or electronic device. Patients can ask questions about their care, schedule a follow-up appointment, or pay their bills. Recent company data indicates the business value of this coordinated digital approach: a fourfold increase in the number of users – with a 63% increase from May 2020 to May 2021 alone – and a 22% increase in collections year over year. .

3. Conduct a “digital soul analysis” exercise to verify the value.

For many organizations, the rapid digital transformation has come with a number of platform solutions and capabilities that many healthcare IT leaders now find difficult to leverage effectively. Some have invested in multiple platforms and struggled to bring these platforms together for a more seamless digital customer journey. Now, technology leaders must consider the question: Are we getting the right value from our digital platform? Common digital value destroyers include:

1. Applications built around a single feature, such as guidance or appointment scheduling, do very little to keep customers coming back.

2. Platforms that create a high barrier to entry, such as login and authentication requirements that are difficult for customers to remember and slow down the use of a service.

3. A hodgepodge of resources not held together by a common threat.

Taking the time to consider your digital value proposition from a customer perspective will give your organization a stronger foundation to make important digital investments.

Create a better first fingerprint.

A highly cohesive, easy-to-navigate digital platform builds trust. It also lays a foundation for responding to the changing needs of consumers with agility and – when designed with intent – ​​helps drive sustainable growth. Organizations can more easily customize their digital offerings, moving away from app-only offerings towards a holistic digital platform approach for better customer experiences and optimal outcomes.

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