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In today's rapidly changing digital age, traditional healthcare systems are under increasing pressure to adapt their digital inpatient strategies to meet the ever-changing needs of consumers. However, friction points resulting from the limitations of existing electronic health record (EHR) systems often stand in the way of progress, particularly when it comes to consumers attempting to register as new patients in health systems.
Electronic health record (EHR) systems are the cornerstone of modern healthcare delivery, making it easier to store and manage patient health information. Integrated with patient portals and front-end digital platforms, they aim to improve patient engagement and streamline administrative processes. However, the process of registering new patients often proves to be a stumbling block, characterized by complexity and inefficiency. As non-traditional healthcare providers enter the market with seamless digital experiences, traditional healthcare systems face increasing pressure to overhaul their registration processes and adopt consumer-centric approaches.
Analysis of friction points:
- Restrictive digital check-in channels: Many health systems still lack digital check-in options for off-the-shelf consumers, leading to frustration, inconvenience, and millions of dollars in lost revenue.
- Tedious check-in process: Existing processes rely heavily on EHR technology, leading to high dropout rates due to frustration or difficulty remembering responses.
- Issues with passcodes and account setup: Consumers may encounter obstacles such as forgotten passcodes or emails ending up in spam folders, hindering their registration process.
Beyond the patient check-in process, another often-overlooked imperative in healthcare is the need to quickly convert a casual navigator into an official patient. Most EHR workflows delay this critical step by recording the patient until several weeks later. Additionally, online enrollment workflows often rely on credit monitoring companies like Experian, posing significant hurdles and leading to a staggering 50% abandonment rate. Simplifying the signup process is key to eliminating friction and capturing patients ready to convert.
Impact of Frictionless Access
Health systems that prioritize a seamless digital experience at home stand to reap substantial rewards. By implementing simple check-in processes, healthcare systems can witness a remarkable influx of patients. One health system, for example, acquired more than 500,000 net new patients in a single year, accompanied by hundreds of millions in net new contribution margins. Additionally, with 50% of patients using both mobile and web channels to access care, ensuring consistency and ease of access across all platforms is critical to building lasting brand loyalty.
EHR friction points not only inconvenience consumers, but also jeopardize health systems' revenue and brand loyalty. Despite investments in EHRs and patient portals, the current approach fails to resonate with today's consumers, leading to missed opportunities for engagement and retention.
Recommendations for improvement
To address these challenges and meet consumer needs, health systems must prioritize consumer-centric design and innovation in their digital entry strategies. This includes redesigning registration processes, investing in self-driving digital solutions, and emphasizing the importance of consumer experience to drive engagement and loyalty.
Overcoming the friction of registering new patients is crucial for traditional healthcare systems to thrive in the digital age. By prioritizing consumer-centric design and innovation, health systems can improve the check-in experience, drive engagement and foster long-term relationships with consumers.
About Scott Heatherly
With over 25 years of experience in consultative sales of enterprise IT solutions within healthcare systems nationwide, Scott has developed a deep understanding of industry trends, dynamics and opportunities. His extensive knowledge extends to AI/NLU/GenAI/DFD technologies, enabling him to deliver cutting-edge solutions that improve patient access, engagement and satisfaction. His unwavering passion for digital transformation and innovation underscores his commitment to improving healthcare delivery and outcomes. He is now vice president of sales at Health Equipmenta leading digital platform that helps health systems acquire consumers and build patient loyalty.