The patient of today breathes and thrives in a digitally disruptive climate. Armed with apps and tele-services for all his needs including banking, airline check-in and taxis, they expect no less from their healthcare provider.
As their digital footprint grows, so too does their discontent with their healthcare providers’ lack of “value-adds”, which could result in the consumer deciding to flee to competitors.
Recent research by Accenture in the United States shows that approximately 7% of patients have switched healthcare providers due to poor customer experience.  This is the same level of customer dissatisfaction seen with hotels and home telephone service providers. Further market analysis reveals that switching between healthcare providers could translate to a loss of more than $100 million in annual revenue per hospital. As consumers bring their service expectations from other industries to healthcare, providers are likely to see even higher switching rates, on par with the mobile phone industry (9%), cable TV providers (11%) or even retail (30%). 
As healthcare providers compete for a greater market share and patient loyalty, they are much more likely to succeed by reviving their digital IT strategies, with a focus on these two key drivers for improving patient experience and loyalty:
- Patient service models
- Healthcare digital content strategy
Patient Service Models are built on patients’ expectations of convenience, choice and utility through digital channels. In a recent survey by Accenture, the three digital health capabilities that consumers want the most are: Access to electronic medical records (EMR); the ability to book, change or cancel appointments; and prescription refill requests.  These capabilities form the key ‘digital touch points’ in a patient’s journey that keep them more engaged and proactively involved in their own healthcare. Digital touch points are central to attracting new patients and empowering them.