Why Does App Xenophobia Exist in UK Healthcare
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This presentation was conducted at the Private Healthcare Summit in London June 23rd 2015. The presentation is focused on the opportunity for the healthcare industry to adopt mobile apps in the UK, yet many organisations, both private and public show a resistance and reluctance to consider mobile apps as a viable tool to engage and promote better health outcomes. We look at what the healthcare sector can learn from retail giants like Amazon and Ebay and we put forward a treatment plan to help manage what we term 'app xenophobia' in the UK healthcare sector.
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Why Does App Xenophobia Exist in UK Healthcare
- 1. My Big Fat App Xenophobia By Scott Hague Owner and Development Director 23rd June 2015 www.integratedchange.net @integratedchg
- 2. noun an unreasonable fear of that which is foreign or strange. @integratedchgwww.integratedchange.net
- 4. Apps.
- 6. They now the lead the way in consumer experience @integratedchgwww.integratedchange.net
- 8. A patient is a patient. But they can be a consumer. @integratedchgwww.integratedchange.net
- 9. Disconnect between healthcare offerings and patients. @integratedchg
- 10. 85% Don’t know the name of the physician 78% Don’t understand hospital discharge instructions 50% Patients not asked if they have any questions 80% Of serious medical errors involve miscommunication between caregivers when patients are transferred @integratedchg
- 11. But yet… 80% of smartphone users want to interact with their healthcare providers. Via their mobile. @integratedchgwww.integratedchange.net
- 13. Symptom 1 Let me speak to IT @integratedchgwww.integratedchange.net
- 14. Symptom 2 I have a Blackberry and apps are for Facebook @integratedchgwww.integratedchange.net
- 15. Symptom 3 We have a website @integratedchgwww.integratedchange.net
- 17. Symptom 4 We have an extensive range of brochures @integratedchgwww.integratedchange.net
- 18. Symptom 5 Governance will mean the project is a no starter @integratedchgwww.integratedchange.net
- 20. “People don’t like being asked why they want an appointment, they seem happier to tell a computer” @integratedchgwww.integratedchange.net
- 21. How To Treat App Xenophobia @integratedchgwww.integratedchange.net
- 22. Treatment Plan 1: Admit you have a problem Go talk to your patients Never assume you know because you don't @integratedchgwww.integratedchange.net
- 23. “I booked a hotel room last night, I checked the local area, viewed information relevant to me and joined a loyalty programme in under 10 minutes on my phone app. I then logged in and changed the booking. Why can’t you give me this for your practice!” “I feel excited knowing that my consultant doesn't need to re-know me every time I see them” @integratedchgwww.integratedchange.net
- 24. Treatment Plan 2: Involve Everyone Physicians, Caregivers, Patients, Vendors, Legal and technology innovators need to work together… but you must do it early @integratedchgwww.integratedchange.net
- 25. Treatment Plan 3: Forget About Devices The person behind it counts Simon Sinek: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html @integratedchg
- 26. Treatment Plan 4 Stop printing brochures @integratedchgwww.integratedchange.net
- 27. Treatment Plan 5: Just Look At What Is Possible Procedure and explainer demos Pre-auth forms before arrival Condition specific materials before appointments Productive waiting times Make and amend appointments Preferred appointment windows Checklists, what to bring on the day Live bed availability Loan of an iPad for their stay, pain Nausea feelings, food requests, quality surveys, test results, medication orders Interactive consultant directories, Contact details, location Discharge information, adherence and Emergency contact Nurse and doctor rounds, dictation Push notifications that keep engagement high Digital loyalty cardsStaff apps, travel information, training modules, company news, vacancies @integratedchg
- 28. You’ll need a balanced diet of digital activity If included as part of a healthy digital lifestyle, apps will lock-in your patients, protect your referral stream and capture new business @integratedchgwww.integratedchange.net
- 29. @integratedchg
- 30. @integratedchg
- 31. What We Do “We move healthcare organisations from traditional, paper intensive led processes to one that encompasses a digital approach.” @integratedchgwww.integratedchange.net
- 32. End Of Presentation Thank you for your time 32
Notes de l'éditeur
- And I see this fear in healthcare here in the UK, across the whole spectrum of care.
- When we talk about apps…and it got me wondering why this. Once considered a mere fad a few years ago, apps are completely dominating mobile. every company in the world including Google is adjusting to that reality, Apple had the foresight to see this before anybody else We all use them, sometimes they are invisible to our daily lives.
- So, lets have a look where app xenophobia first manifested itself, the world health organisation didn't’t have any stats on this but it has occurred in retail. The biggest technological change since the computer is the smartphone, no two ways about it. They struggled to understand the customer, digitally and it had to change the way their communicated and interacted with their customers.
- They use data insights to motivate behaviour change, they engage consumers outside of the core settings and they retain loyal cutomers and increase their value. I say healthcare can do this…
- I think we know who the winner is here but it doesn’t have to be like this at all.
- Armed with smartphones, apps and mobile connectivity, patients want instant access to your healthcare brand and they want it now. Mobile has been around for what seems a long time but the healthcare industry is dominated by leaflets and brochures and a general envirnoment of awful communication.
- This disconnect will hinder engagement. There is a fear and there is a lack of knowledge, understanding and insight. Here are some figures that demonstrate this explicitly…
- 58% Don’t know the reason for their hospital admission
- Our own independent research further qualified this too…a copy of which I can send to you. So, can healthcare learn from retail and overcome this xenphobia…YES but lets look at some of the symptoms and maybe some of them resonate with you
- Wrong – whilst social and gaming is big for apps, there is so much more to it than this. This symptom is a classic example of looking at what you have and not your end users.
- Engagement via apps is different to that of web. 85% of people prefer mobile apps over mobile web – 55% perceive apps to be more convenient, 48% faster and 40% easier to use. We’ve got an online portal already - People hate portals, the very word means a portal to an old school IT front end huge forms and complicated user interfaces.
- Apps continued to cement their lead, and commanded 86% of the average US mobile consumer’s time, or 2 hrs and 19 minutes per day.
- When I go into waiting rooms, all I see is brochures on a stand, I never see people looking at them and as a sales tool, they are totally pointless. People have said to me that they use brochures to capture new patients but how can this be when the patient is already in the practice. What is the cost to these brochures, printing, distributing and then updating and do people really take any notice of them.
- No, it doesn’t. Governance means you have to meet a set criteria and it doesn’t mean that you cant do what you want to do. We have Kitemarking coming in soon for health apps, BSI has launched PAS277 and MHRA cant cope with the influx of apps. Governance has to be cleared off but this isnt a barrier but an opportunity. Also, it depends on the app will do, the data and end points.
- What is wrong with the telephone? Nothing at all but people want other ways of contacting you, on their terms. The smartphone actually isnt really used a phone per say. McKinsey and Company reports that six years ago, more than 60 percent of phone use was for talking; today, that figure is less than 20 percent.
- A huge amount of time is wasted on trying to contact patients, and then because you cant leave messages, you end up writing to them – phone calls, postage and time carry a cost. Banks can send me a message – I login to see, if I want to contact them I can. Give patients the control that they want.
- So now we understand the symptoms, lets look closely at some of the treatments available.
- Swallow your pride and get ready for some great feedback. Ask – what would you like included if we provided you with a mobile app.
- You will be surprised, like we where, when we asked this question. Speak to your customer services team, call centre staff, receptionists, PA’s, liaison officers – they often hold vast amounts of data too.
- If you involved everyone, then everyone will be on-board with the plan rather than been surprised when its launched and cant answer questions from the patients concerning it.
- Focusing on screen size is like an artist focusing on the size of the canvas, it’s silly for the artist and silly for the business. Failure to be agile after launch prevents success Don’t focus on the how and what but the why.
- Open your eyes to the possibilities; status quo is not a strategy
- Open your eyes to the possibilities; status quo is not a strategy
- So, there we have it. App xenophobia, the symptoms and treatment… Apps are not the answer to everything
- You want to change behaviour, not build some software You want to motivate change, not tell them they should use it - It’s a two way thing and you must listen to the user The old path was to promote what the organisation wanted to be known for; now its to offer what the consumer wants
- I know you want to believe so remember that App xenophobia only exists if you want it to. And throughout this presentation I havent mentioned technology in the aspect of a product…xenophobia stems from this! Your patients are ready…are you?
- Thank you – I am Scott Hague owner of Integrated change and we…. Don’t forget your other customer: \88% of nurses use smartphone apps at work 72% of physicians use a smartphone for professional purposes