What is the digital front door in healthcare?
The digital front door is every way a patient can find, access and engage with a health system digitally, from scheduling and virtual visits to patient portals, messaging and wayfinding. It isn’t a single platform. “The digital front door is not a single platform. It’s the spirit of meeting people where they are today,” said Joshua Titus, CEO of Gozio Health. “It’s not just virtual, it’s not just a portal, it’s not just text. It’s a combination of those things.”
Why does the digital front door matter?
Patients will leave health systems that fall short digitally. 90% of patients say they don’t feel obligated to stay with a provider that doesn’t offer a great digital experience. That puts pressure on health systems to make access simple and consistent at every touchpoint.
How can health systems create a frictionless patient experience?
In an American Hospital Association (AHA) executive dialogue, healthcare leaders shared seven strategies for a more seamless, consumer-friendly experience:
- Expand digital access points. Add consumer-facing features that improve personalization, convenience and responsiveness. Blend technology with people so the experience is efficient and still feels human.
- Create clear front doors across every channel. Give patients clear guidance on where to start, so access is effortless and equitable.
- Look beyond the front door. Make sure the whole patient experience, not just the first click, is consistent and meets patient needs.
- Build a stickier digital relationship. Use asynchronous touchpoints, like messaging and notifications, to keep patients engaged between visits.
- Test new digital tools with patient input. Use online feedback, Net Promoter Score (NPS), surveys and focus groups to prioritize what to build, which also strengthens your brand.
- Align digital innovation with organizational goals. Work with clinical and operational partners to build integrated solutions.
- Manage the change. Use automation to reduce staff burnout, and plan for the change management it requires.
What do health system leaders say about the digital front door?
Leaders stressed flexibility and teamwork. “With COVID-19, we’ve seen a lot of change in consumer preferences. Many access points are now available, and consumers have choices,” said Matt Casselton of Trinity Health. “We need to be equally as nimble in providing those access points.”
Toni Donovan of Penn Medicine Lancaster General Health described a cross-functional approach. “We’re looking to provide patients access through any door, whether it’s the front door, side door or the back door, to provide equitable access to those we serve,” she said. “We have pulled together information technology (IT), marketing, operations and our clinicians into project teams to organize and attack this from all angles.”
How can a mobile app support the digital front door?
A mobile app can bring many digital front door tools together in one place, including scheduling, provider search, portal access, virtual care and wayfinding. That gives patients one easy starting point. See how Gozio’s Mobile Experience Platform works.
