DIGITAL TRANSFORMATION STARTS WITH THE PATIENT JOURNEY Technology is driving our every day and medical practices are no different. We have moved to electronic claims, electronic medical records, patient portals, etc. but how do you determine what technologies right for your practice. Digital transformation is about starting with the patient journey, it is not about adopting broad fads in technology like cloud, artificial intelligence or block chain.

1. DIGITAL
TRANSFORMATION:
STARTSWITHTHE
PATIENT JOURNEY
Lisa Crymes, Chief Revenue Officer,
Preventric Diagnostics
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2. DIGITALTRANSFORMATION STARTS
WITH THE PATIENT JOURNEY
Technology is driving our every day and medical practices are no different. We have moved to electronic claims, electronic medical
records, patient portals, etc. but how do you determine what technologies right for your practice.
Digital transformation is about starting with the patient journey, it is not about adopting broad fads in technology like cloud,
artificial intelligence or block chain.
In this session you will learn:
• All technology decisions start with a strategy and understating patient journey
• How to determine technology needs
• How to select the right tools
• How to pick a good technology partner.
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3. ABOUT ME
Lisa Crymes the Chief Revenue Officer for Preventric, a digital health company based in Birmingham, AL. She has
provided progressive, strategic leadership to the healthcare field for more than 20 years, emphasizing marketing,
product management, business development, strategic planning and consulting. The connecting threads running
throughout Ms. Crymes’ career are innovation and revenue growth. Her accomplishments include successful new
product development and launches, business and channel partner development, marketing and strategic planning,
product life cycle development, portfolio management, and go-to-market strategies. Ms. Crymes earned her Master of
Business Administration and Bachelor of Science in Management degrees from Shorter University. She is also a
Certified Customer Experience Professional.
.
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4. The COVID-19 pandemic has fundamentally changed the face of
care provision across the world. Telehealth adoption in the US, for
instance, has grown around 3,000% since the start of the crisis,
taking much of primary care to people’s homes rather than being
necessarily tied to a doctor’s office or hospital
NEW NORMAL
● Cost pressures – Reimbursement, Payment reform, New regulations
● Customers digital awareness and demand have been growing
● Cybersecurity
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https://www.healthcareitnews.com/news/emea/digital-transformation-time-covid-19
This Photo by Unknown Author is licensed under CC BY-SA

5. DIGITALTRANSFORMATION
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• Social Media and Digital Media
• Internet of Things
• Mobility
• Big Data
• Cloud
• Cybersecurity
What is it
• Experience is the new brand
• Competitive advantage
• Business process
• Improving patient experience
• Efficiency
Benefits
• What is driving the initiative
• What is the stage of the practice
• What is patient mix
Think about

6. WHY DOES DIGITAL
TRANSFORMATION MATTER
● From communication to making and processing payments, people’s lives have been changed by the digitization of everyday
processes.
● Smart insights research has shown that 34% of companies have already undergone a digital transformation. Gartner’s research
claims that 56% of CEOs said digital improvements have led to revenue growth. Moreover, 44% of companies have already
moved to a digital-first approach when it comes to customer experience.
● All of the above illustrates the importance of digital transformation for company success in the digital era. Think of this, instead
of spending hours processing paperwork, won’t it be better if you create digital workflows that will seamlessly and
automatically move documents to their proper locations?
● Implementing digital transformation will simultaneously reflect in several business fields and will, if done correctly, reflect in
improvements of the customer experience. For example, if you have new clients or customers who need to fill out a series of
onboarding documents, digitizing and automating that process will help you to lift a significant burden off their back. The
results of removing customer pain points will reflect in higher customer loyalty and an excellent Customer Lifetime Value.
● When talking about customer pain points, check out the most popular ones and find out how to identify them: Popular
Customer Pain Points.
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https://www.paldesk.com/the-straightforward-digital-transformation-guide-for-
beginners/

8. EXPERIENCE DESIGN MODEL
Listen.
Empathy – “Walking in Customer Shoes”
Voice of the Customer
• NPS/C-Sat Client Surveys
• User group meetings, Advisory Board
• Win/Loss Data
Voice of the Associates
• Engagement Survey
• Workshops
Voice of the Industry
• Analyst
Learn.
Design & Development
Process Redesign
Critical Thinking
Develop Personas/Customer Profiles
Analysis
Synthesis
Root Cause
Moments of Truth/Themes
Ideation
Prioritization
Personas
Affinity Map
Execute
Develop Awareness
Educating Executive Team
Creating CX Champions
Storytelling Development
Product roadmaps
Lead.
Change Management
Continuous Process Improvements
CX Governance Committee
Close the Loop
Personalize Customer Experiences
Unique experiences
Evaluate
Measurement
Productivity & Standards
Assessment of Impact
Traceability to Listening Posts
ROI
Implementation
EXPERIENCE DESIGN MODEL
Voice of the
Customer

9. LISTEN,LEARN,LEAD
• All technology decisions start with a strategy and understating patient journey
• Determine technology needs
• Selecting the right tools
• Picking a good technology partner.
You have to see the whole story to make it come true
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10. WHAT IS CUSTOMER
EXPERIENCE?
Customer experience (CX) is the sum total of customers'
perceptions and feelings resulting from interactions with a
company or brand’s products and services.
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11. ALLTECHNOLOGYDECISIONSSTARTWITHA
STRATEGYANDUNDERSTATINGPATIENT
JOURNEY
According to Forrester Research (via Fast Company), the six disciplines for great customer experience are strategy,
customer understanding, design, measurement, governance and culture.
A company's ability to deliver an experience that sets it apart in the eyes of its customers will increase the amount of
consumer spending with the company and inspire loyalty to its brand. According to Jessica Sebor, "loyalty is now
driven primarily by a company's interaction with its customers and how well it delivers on their wants and needs."[13]
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“Data often fails to communicate the frustrations and experiences of customers. A story can do
that, and one of the best storytelling tools in business is the customer journey map.” Paul
Boag, UX designer, service design consultant & digital transformation expert
https://www.fastcompany.com/3000798/6-disciplines-behind-consistently-great-customer-experiences
https://www.destinationcrm.com/Articles/Editorial/Magazine-Features/CRM-Gets-Serious-46971.aspx

12. A FOOLWITHATOOL IS
STILLA FOOL.
Grady Booch
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13. WHY DO PATIENTSWANT?
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14. ALLTECHNOLOGYDECISIONSSTARTWITHA
STRATEGYANDUNDERSTATINGPATIENT
JOURNEY
● Continuous care
● Communications
● Continuous improvement
● Reducing or removing silos
● Educating patients
● Reducing pain points
● Increasing emotional connections
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15. 15

16. 16

17. 17

19. Customer Journey Mapping

20. LISTEN:DETERMININGTECHNOLOGY NEEDS
● Voice of the Customer
● Ask them!
● Do you get billing complaints?
● Is it communication?
● Is it the staff process?
● Are process improvements needed to improve efficiency or time?
● …………If you don’t start by asking… you won’t know.
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21. PATIENT PERSONAS
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22. Picking the Right Tools
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LEARN:PICKINGTHE
RIGHTTOOLS

23. LEARN:PICKINGTHE
RIGHT PARTNER
Picking the Right Tools
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24. LEAD:PICKING THE RIGHTTECHNOLOGYPARTNER
● Cost
● Scalability
● Security
● Commitment to customer success
● Creditability:
– References/track record/customer
success stories
● Integration with existing tools
● Expectations/Communication
• Flexibility of Application.
• ROI of Faster Applications.
• Prerequisite User Skills.
• Internal Support Requirements.
• Workflow/Process
• ROI
• Operational efficiency
• Revenue/Reimbursement
• Improved patient experience

25. DESIGNTHINKING
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Design thinking is a human-centered approach to innovation—anchored in understanding
customer’s needs, rapid prototyping, and generating creative ideas—that will transform the
way you develop products, services, processes, and organizations.
Design thinking brings together what is
desirable from a human point of view with what
is technologically feasible and economically
viable.
Desirability: What makes sense to people and for people?
Feasibility: What is technically possible within the foreseeable
future?
Viability: What is likely to become part of a sustainable
business model?

26. TOOLS
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Customer Journey Mapping: is the process of creating a customer journey map, a visual story
of your customers' interactions with your brand. This exercise helps businesses step into
their customer's shoes and see their business from the customer's perspective.
Ethnography: observing customers in their own environment.
Persona: a fictional representation of an actual user and is applied in the early stages of
product development or product redesign.
Empathy interviews are used to gather insights that otherwise might not be apparent.
An empathy interview uses a human-centered approach to understand the feelings and
experiences of others.

27. AFFINITY DIAGRAMS
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28. TOOL: Customer Journey Map
PARTICIPANTS: Solo or groups of two to six people
TIME: 1–4 hours
SUPPLIES: Whiteboard or Post-its
INSTRUCTIONS
1.Choose a process or journey that you want to map.
2.Write down the steps. Make sure to include even small steps that may seem trivial. The goal is to get you to consider the
nuances of the experience that you may normally overlook.
3.Organize the steps into a map. Usually we display the steps sequentially in a timeline. Your map may include branches to
show alternative paths in the customer journey. You could also use a series of pictures or whatever method fits your data.
4.Look for insights. What patterns emerge? Anything surprising or strange? Question why certain steps occur, the order they
occur in, and so forth. Ask yourself how you might innovate each step.
5.If possible, show the map to people familiar with the journey and ask them what you’ve overlooked or gotten out of
sequence.
https://www.ideou.com/blogs/inspiration/use-customer-journey-maps-to-uncover-innovation-opportunities
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START SIMPLE BUT START NOW

29. THANKYOU
Lisa Crymes, Chief Revenue Officer, Preventric diagnostics
Email: lcrymes@preventric.com
LinkedIn: Linkedin/in/lisacrymes
Twitter: @lisacrymes
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