{"id":55091,"date":"2021-03-01T12:07:11","date_gmt":"2021-03-01T20:07:11","guid":{"rendered":"https:\/\/www.microsoft.com\/en-us\/industry\/microsoft-in-business\/?p=55091"},"modified":"2022-04-11T16:49:45","modified_gmt":"2022-04-11T23:49:45","slug":"reimagining-the-digital-front-door-for-healthcare","status":"publish","type":"post","link":"https:\/\/www.microsoft.com\/en-us\/industry\/microsoft-in-business\/customer-experience\/2021\/03\/01\/reimagining-the-digital-front-door-for-healthcare\/","title":{"rendered":"Reimagining the digital front door for healthcare"},"content":{"rendered":"

\"mobileOver the past year<\/span>,<\/span> my colleagues and I have seen a steady uptick in healthcare organizations requesting in-depth discussions on how to <\/span>further <\/span>develop <\/span>the<\/span>ir<\/span> digital front door<\/span> capabilites.<\/span> <\/span>One <\/span>high-interest <\/span>topic <\/span>has been <\/span>establishing a branded conversational bot (chatbot) that can facilitate frictionless experiences across all digital channels and throughout the engagement journey. <\/span>Helping customers with the next steps <\/span>in the process <\/span>is <\/span>dependent<\/span> on<\/span> <\/span>the <\/span>completeness of their digital strategy<\/span>, <\/span>their goals for patient experience and brand awareness <\/span>and<\/span> the organization\u2019s maturity in integrating data and technology. <\/span> <\/span> <\/span><\/p>\n

Building conversational experiences in healthcare<\/h3>\n

If this is <\/span>the<\/span> organization<\/span>\u2019<\/span>s <\/span>initial <\/span>foray into integrating chatbots<\/span>, <\/span>virtual assistants<\/span><\/a>,<\/span> or <\/span>virtual agents<\/span><\/a> into existing solutions<\/span>,<\/span> <\/span>it might <\/span>consider <\/span>beginning <\/span>with a<\/span> simple<\/span> informational <\/span>chatbot that provides quick access to data in documents or FAQs. A solution like <\/span>Microsoft <\/span>QnA<\/span> Maker<\/span><\/a> can assist by creating<\/span> a conversational question<\/span>–<\/span>and<\/span>–<\/span>answer layer over existing <\/span>semi-structured content in just minutes. Informational chatbots can also service high<\/span>–<\/span>volume requests at the front end of digital assets. In 2020<\/span>,<\/span> many health organizations launched chatbots to assist consumers with COVID-19 assessments<\/span> similar to those at the <\/span>CDC<\/span><\/a>, or <\/span>with <\/span>vaccine availability.<\/span> <\/span> <\/span><\/p>\n

Advancing from information transfer, we find purpose-built chatbots that<\/span> <\/span>address top-of-mind requests<\/span>,<\/span> like \u201cFind a doctor taking new patients<\/span>,<\/span>\u201d \u201cI need a pre-authorization<\/span>,<\/span>\u201d or \u201cWhat location is near me\u201d (see <\/span>Quest Diagnostics<\/span><\/a> \u2013 <\/span>chat<\/span>bot at bottom right). These chatbots are best created from user experience design techniques<\/span>,<\/span> such as journey mapping and user personas. This upfront development work is key as consumers expect the chatbot experience to be highly efficient compared to<\/span> alternatives<\/span> like<\/span> drill<\/span>ing<\/span> down through app menus. <\/span>An example of this thoughtful design process can be found in <\/span>Cincinnati Children\u2019s<\/span> Hospital Medical Center\u2019s<\/span> Caren app<\/span><\/a>. <\/span>While kids <\/span>are entertained with joke telling and a scavenger hunt<\/span>, parents can receive<\/span> digital parking passes and information on their child\u2019s surgery status.<\/span> <\/span><\/p>\n

Often<\/span>times<\/span> a health <\/span>organization<\/span>\u2019<\/span>s<\/span> <\/span>preferred use case require<\/span>s<\/span> a specialized service, like<\/span> the<\/span> <\/span>Azure <\/span>Heath<\/span> <\/span>Bot<\/span><\/a>, with triage protocols, a<\/span> built-in medical database<\/span>, and <\/span>natural language capabilities to understand clinical terminology<\/span>. Purpose-built chatbots need <\/span>to have <\/span>the ability to securely integrate heath data from Fast Healthcare Interoperability Resources (FHIR) or electronic medical records (EMR) to drive engaging interaction. Combining health data with the chatbot can enable powerful queries<\/span>, such as <\/span>\u201cWhat were the results of my last lipids test?\u201d <\/span>The<\/span> re<\/span>al-time<\/span> <\/span>medical <\/span>infor<\/span>ma<\/span>tion<\/span> that is returned<\/span> <\/span>eliminates <\/span>shifting <\/span>the <\/span>consumer <\/span>to a<\/span> medical record<\/span> <\/span>application<\/span>. <\/span> <\/span><\/p>\n

Beyond these core capabilities, consider infusing the<\/span> <\/span>chat<\/span>bot with artificial intelligence (AI) that <\/span>delivers<\/span> <\/span>cognitive skills that <\/span>can <\/span>be used to personalize and enrich the overall design<\/span>. Two <\/span>such <\/span>services<\/span> that can add an immediate benefit include<\/span> <\/span>real-time text translation<\/span><\/a> to support equitable access for non-English speaking customer<\/span>s<\/span> and <\/span>sentiment analysis<\/span><\/a> to sense the mood of the customer to <\/span>ensure a <\/span>smooth redirect to a human<\/span><\/a> when <\/span>consumers get frustrated<\/span>.<\/span> <\/span> <\/span><\/p>\n

Transforming the healthcare journey<\/h3>\n

Comprehensive <\/span>d<\/span>igital <\/span>f<\/span>ront <\/span>d<\/span>oor projects frequently include multiple digital touchpoints, connect to a wide variety of data sources, and enhance the workflow of many business and clinical processes. Additionally, health organizations want to capture consumer preferences<\/span> and<\/span> take advantage of known care patterns<\/span>. They also want to <\/span>build intelligence into their activities and extend pertinent information through digital reach to customers.<\/span> <\/span><\/p>\n

Launched in October 2020, <\/span>Microsoft Cloud for Healthcare<\/span><\/a> provides trusted and integrated cloud capabilities to deliver better experiences, better insights, and better care for exactly this type of digital<\/span> <\/span> <\/span>transformation<\/span>.<\/span> Microsoft Cloud for Healthcare enables <\/span>d<\/span>igital <\/span>f<\/span>ront <\/span>d<\/span>oor scenarios by facilitating patient access to secure portals and mobile tools to help health consumers interact directly with health teams. <\/span>Incorporating<\/span> the strengths of Microsoft\u2019s cloud services helps simplify routine tasks for better patient satisfaction and care transparency. <\/span> <\/span><\/p>\n

To gain a deeper understanding of how Microsoft Cloud for Healthcare can address your needs for a connected <\/span>d<\/span>igital <\/span>f<\/span>ront <\/span>d<\/span>oor experience, please visit the <\/span>Microsoft Cloud for Healthcare site<\/span><\/a> and review the guided tours and videos for solutions like Personalized Care, Virtual Health<\/span>,<\/span> and Patient Insights.<\/span> <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Over the past year, my colleagues and I have seen a steady uptick in healthcare organizations requesting in-depth discussions on how to further develop their digital front door capabilites. One high-interest topic has been establishing a branded conversational bot (chatbot) that can facilitate frictionless experiences across all digital channels and throughout the engagement journey.<\/p>\n","protected":false},"author":438,"featured_media":55103,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"_classifai_error":"","_classifai_text_to_speech_error":"","footnotes":""},"categories":[1545],"post_tag":[101],"content-type":[351],"coauthors":[1002],"class_list":["post-55091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","tag-healthcare","content-type-customer-stories"],"yoast_head":"\nReimagining the digital front door for healthcare - 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