How We Can Improve the Consumer Experience in Healthcare

The rising cost of healthcare is forcing consumers to become smarter about their healthcare spending. They are willing to change providers—and even plans where possible—to best meet their expectations and needs.

Stakeholders in the healthcare industry will need to offer amenities that meet consumer expectations for a positive experience; healthcare consumerism is here, and it’s here to stay. Compassionate care doesn’t just happen inside the doctor’s office, but instead spans the entire interaction, from navigating the health insurance portal to finding a provider to calling customer support about a bill. 

We’re currently looking at an altered landscape for all of our regular activities, particularly in healthcare. The healthcare industry needs to strategically evaluate how to better serve the consumer, especially as it relates to post-care and the payment process. As we look toward new ways of operating in a post-pandemic world, now is the time to rethink how we can improve patient billing.

Frequently Communicate About Payments

Many patient or member communications happen way too late in the process, once the service is performed and the bill (or bills) arrives. Even though consumers wouldn’t buy a product without knowing the price or have a service performed without an appraisal, the industry seemingly expects them to make decisions about their healthcare with little pricing clarity.

Show healthcare consumers a different approach by communicating with them early and often. Offer a solution that includes communication points throughout the revenue cycle. Make it easy for them to discover and learn about how pricing works across a variety of channels, including web resources, handouts, emails, social posts, mailers and more. 

The key is not just to educate consumers about how billing works, but also to illustrate that they have a partner in helping them make important decisions about their health. The message isn’t about payment, but compassion. 

Simplify the Payment Process

One way to help consumers understand the payment process is to simplify billing. Two-thirds of insured adults who had a recent major medical bill experienced higher charges than expected, confusing statements and/or “surprise” bills. These consumers are experiencing what I affectionately call “the mess”.

It seems obvious, but understanding and paying the bill should be easy. Consumers should have the option to pay in whatever method best fits them, whether online, by phone or by mail. Expecting on-time payment while failing to make it easy is not an effective strategy. No consumer would return to a retailer with the same experience. 

If consumers had an easy-to-read statement that consolidates all of an individual’s or a family’s explanations of benefits (EOBs) and medical bills for an entire month, it would remove the guesswork out of paying. Instead, consumers see just one number to pay with a breakdown of what they’re paying, offering much more clarity.

Bundled payments are another way that providers can help to simplify the payment process for consumers. These are an alternative payment model that pays multiple providers for coordinating all of the services required for a single, pre-defined episode of care. For example, a common procedure like a knee replacement produces different bills from many providers over several months, spanning surgery, radiology, anesthesiology, physical therapy and more. Having one single payment for a procedure simplifies the payment process, helps to lower costs and creates a better experience for all. 

Even with these systematic improvements, there are still times when paying for healthcare is difficult. Consumers need a little help - and plenty of grace. Payment plans are an excellent way to help consumers afford the care they need. Interest-free payment plans ensure providers get paid without punishing consumers for taking control of their health. As with other aspects of billing, it’s important to let consumers know ahead of time that payment plans are an option. Notifying patients of a payment plan when the bill is well into the aging process is already too late. 

Give Consumers a Partner in Healthcare

Healthcare shouldn’t be transactional; it must be holistic and empathetic. Consumers don’t need a cold bill in the mail, but rather a trusted partner who can guide them through the process. 

A customer advocacy service dedicated to helping consumers solve problems promotes a positive healthcare experience beyond patient care. Support team members who operate from a place of compassion, empathy and respect will help consumers feel good about their overall healthcare experience.

As with other communications, support should be available in a variety of channels to maximize accessibility. Whether it’s a phone number, chatbot, email, snail mail or social media, healthcare stakeholders have a responsibility to meet consumers where they are. 

The Future of Healthcare

The healthcare industry is notoriously difficult to navigate, especially for consumers. Anything that you can do to ease that complexity by communicating clearly and effectively will bring much-needed relief. 

At HPS, we’ve designed our system to follow these practices and more to provide consumers with a better healthcare experience. I hope you’ll join me in shaping the healthcare industry to provide greater access, clarity and compassion.