The Digital Patient Journey – Interview with Eoin Moynihan, Expert Consultant
Eoin Moynihan is a consultant who works with healthcare practices to improve the patients’ digital journey. Eoin honed his skills as a Director of Active Step Foot and Ankle Clinic, a Podiatry practice based in Whiteley, near Portsmouth in Hampshire.
In this interview, Eoin explains how automation and digital communications can strengthen the ‘hands-on’ practitioner-patient relationship to the benefit of both parties.
Q: What do you mean by the digital patient journey?
Before the introduction of the internet and the near universality of email, a patient’s journey would typically be defined by letters, phone calls, interaction with the practice receptionist and consultation with the medical practitioner.
Today, practice management software programmes such as Cliniko, when used in conjunction with digital communications such as email, Messenger, and SMS, provide the opportunity for practices to create a digital patient journey.
In essence, the digital patient journey is the sum of the digital touchpoints between the practice and the patient before, during and after the consultation.
Q: Some people might see the term digital patient journey and feel that it is impersonal and takes away from the human dimension of medical practice.
The face-to-face consultation in the privacy of the treatment room is what builds the relationship between practitioner and patient. This can be amplified by the interaction of the patient with the reception team in larger practices.
The function of the digital patient journey is to build on the relationship that is created and strengthen it. Today, it is becoming an integral part of the overall patient experience. A fully automated digital journey allows us to add tremendous value to the patient experience with little drain on a practice’s time or resources.
Q: Can you outline some of the key touchpoints in the digital patient journey?
Each practice has its own culture and personality, but many of the practical aspects of patient management are constant.
I am assuming the practice has captured a new patient’s email when the appointment is booked, and it has been entered into the practice management software platform. What the practice may want to do, before the appointment, is to send the patient a ‘welcome video’ explaining what to expect during the consultation and the information the patient will need to bring with them. This may also provide an opportunity to introduce the patient to the practice’s therapists and reception team.
The video could be followed up by sending the patient any forms they need to complete before arrival or a link that enables them to fill the forms online. You may also want to include directions to the clinic and details regarding parking arrangements. This will mean that patients will arrive for their appointments with a positive view of the practice, and the therapist will already know, for example, the medications the patient is taking. By reducing administration, the therapist will be able to focus entirely on the patient’s concerns, rather than potentially entering data on a computer screen.
DNAs are a drain on a practice’s profitability
One of the biggest drains on a practice’s profitability is patients that do not show up for their appointments: DNAs (did not attend). I have found that implementing an appointment reminder strategy with an option to rearrange can reduce DNAs by 80% or more.
A patient often leaves a consultation with several exercises or guidance from the therapist. Much of this advice is replicated for patients with similar conditions. Standard treatment/advice sheets can be created and sent to the patient after the appointment, so it is in their inbox when they return home.
A courteous message enquiring how the patient is progressing sent a day or two after the appointment is a good way to maintain engagement with the patient.
Touchpoints and marketing
The touchpoints I have outlined above haven’t included what could be described as ‘marketing’ activities. If a patient is happy to receive communications from your practice, (complying with GDPR) then you can engage in permission-based marketing. In reality, this simply means letting patients know, for example, when you have invested in state-of-the-art therapeutic equipment; an introduction to a therapist that has joined the practice; new treatments you can offer, and so on. Regular communication with your patients will not be seen negatively if it is useful and specific to that patient.
Touchpoints and patient referrals
When a patient has a positive experience at your practice, they are often happy to refer you to their friends and family; to become an advocate for your practice. Creating an automated campaign asking for that referral is a tremendously cost-effective marketing campaign. As part of this campaign, you would also look to send a token of appreciation or find another way of adding value to their next appointment.
When I am working with my therapist clients, we typically identify around fifteen touchpoints across the patient life cycle. Sometimes there is a fear of overkill. However, through experience over time, I have created an optimal patient journey template, so each touchpoint is relevant and necessary for the patient.
Q – How would you advise practices to start improving their patients’ digital journey?
My advice to practices would be to reconnect with their existing patients, invite them into a digital relationship. Email all your lapsed patients just letting them know you are open and waiting to welcome them back.
- It is important to recognise not all patients have the same ‘value’ in marketing terms. For example, I ask clients to look at their patient database and segment it into three categories:
- If the patient has been treated within the last twelve months, they are considered to be ‘active’.
- If the last treatment was one to two years ago, they are defined as ‘lapsed’.
- Any other patients are simply ‘contacts’.
The ‘reconnection’ message sent to each patient category should be different.
I would also advise practices to research the marketing software that integrates with their practice management software. Most practice management software packages are limited in the volumes of emails and texts you can send a patient. Many software packages use third-party programmes. For example, Cliniko integrates with Cliniq Apps to fully support the automation of the patient digital journey.
Q – Paperclip’s therapist clients are all busy at the moment. Is this really a good time to focus on the digital patient journey?
Most practices are incredibly busy at the moment. There are huge backlogs across the NHS which is leading patients to seek out private treatments. This backlog is compounded by a chronic shortage of UK podiatrists and difficulties in recruiting staff from within the EU. I know of several practices that are operating at 95%+ capacity; a recipe for burnout. Now is exactly the time for practices to systemise processes and automate the patient digital journey.
Q – Do you have any other advice for practices?
The reason I originally got in touch with Paperclip is a particular bugbear of mine; practices that are too busy or too disorganised (or both!) to answer the phone.
A missed call could mean losing a potential new patient or, even worse, losing an existing patient. Earlier I mentioned that satisfied patients are potential advocates. The flipside of this is that a negative experience is far more likely to be shared than a positive one. Answering the phone is the most basic expression of good customer service. In fact, in this day and age it should be a given.
How can people get in touch with you if they have a question?
Email – eoin@letshireme.com
LinkedIn – linkedin.com/in/eoinmoynihan
Clubhouse – @eoin.moynihan
Footnote
‘I would like to thank Eoin for endorsing Paperclip and the role we can play in helping medical practices acquire and retain patients.’
To find out how Paperclip can help your practices please contact us on 01246 418181. We’re ready to take your call.
Hi, I’m Anne Batty, Managing Director of Paperclip. I am passionate about customer service. I believe enduring relationships are built on being open, transparent and trustworthy.
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