Our goal is to open doors to consumers, members and patients in healthcare. We shared a three-part series on the digital front door designed to help healthcare organizations (HCOs) create consistent and welcoming experiences for consumers. But having a digital front door implies that a digital back door exists. And therein lies the problem.
The term “digital backdoor” is more difficult to define than its forward-facing counterpart. There are two main definitions at play in the industry. The first is pretty harmless. The second is… well, truly not. And misunderstandings around this term could have far-reaching consequences for your HCO.
What does the digital backdoor mean for your organization and the entire industry? What definition is “good”? Or does it really matter? Let’s dive into these questions together.
Digital Backdoor Definition, Take 1
The first application of the “digital backdoor” is simple. It includes all the systems, tools, and processes your HCO uses to stay present and relevant in patients’ minds. after passing through the digital and physical front doors. This may include:
- Automation of follow-up appointments
- SEO automation
- Patient Data Monitoring
- Patient education
- Regular email touchpoints, both automated and scheduled
- Virtual care
- And many more
These are all good, positive tools to improve the patient experience. And they're almost expected in the new era of consumer-driven health care. People are accustomed to the way they receive services and goods in the digital age. Health care must conform to these expectations. This not only helps healthcare organizations meet consumer expectations but also maintain market share despite the growing presence of healthcare disruptors.
Backdoor Digital Definition, Take 2
The second application of the “digital backdoor” is not as simple. This stems from Jim-Crow era demands that blacks and other non-white people enter doctors' offices and other places through the back door (please note there is some harsh language on this linked webpage). As shown in the writings of Kim Gallon, PhD, MS, MLIS, and other researchers, today's digital backdoor can also refer to tools and processes that lead to unequal treatment between consumers and patients. These may include:
These and other systems can lead to health inequities – which the World Health Organization defines as: “systematic differences in the health status of different population groups”. And these problems can also arise from the consumerist model of health care. If we view health care as a product to be bought and sold, according to this theory, those with more money have more access to health care – rather than seeing it as a basic human right.
For example, the trend in recent years toward virtual care could lead to less availability of care for those without reliable high-speed Internet connections (or any Internet connectivity at all). There have been studies that show the use of certain algorithms to diagnose patients leads to black patients being sicker than white patients although both groups are at the same level of risk and white patients are identified for additional care. And researchers noted in one study that Black patients were more than twice as likely as white patients to have at least one negative descriptor in their electronic health record (EHR) notes.as “resistant” or “non-compliant”.
What should I call it, then?
Because there is an ambiguity in the term — and especially because one of the definitions is very negative — we recommend not using this term if possible.
This doesn’t mean your work to improve ongoing patient relationships has to stop. But we recommend changing the terminology you use. An alternative that we have seen and liked is “patient relationship management” (PRM). This again borrows from our friends in the retail world and the well-known “customer relationship management” (CRM) model.
Second, make sure your HCO is working to foster a culture of diversity, equity and inclusion (DEI). Let your current and potential patients know that your organization welcomes patients of all backgrounds, cultures, races, sexual orientations and more. This can be difficult, especially in states where DEI initiatives have been under siege. But it will be important to take a stand to prove to your patients that they can expect the same quality of care from your organization as anyone else.
Keep the door open for your patients
Whether you need help building the systems and infrastructure needed to maintain relationships with your patients after their appointments or need help reaching audiences and patients from all backgrounds, we're here for you. Our experts bring a wealth of knowledge and experience in all aspects of healthcare, intelligent automation has data and analysis has DEI and more. Contact us to learn more about our solutions.