Why Healthcare Providers Need to Deliver Uber-Like Service
I have a confession to make: I’ve never used Uber. Personally, I like to order my taxis the old fashioned way – by calling the local service on my smartphone and paying via credit card. I know, so 2009.
But while seemingly all my friends are now Uber converts, I’ve yet to download the app, because I know it would be used once, or never, and then just sit on my phone. While there are now literally millions of apps available to us, not many of them actually get used. According to data from Nielsen, the average U.S. smartphone user accesses less than 30 apps per month, with 70 percent of total app usage coming from the top 200 apps.
So, which app would get my vote? A recent unfortunate event has made up my mind for me. The event was my son breaking his arm, and the dream app for me would be one that simplified my healthcare journey.
That dream healthcare smartphone app is yet to be created. After we rushed my son to the emergency room, we had to present his insurance card, answer questions about his previous medical history, any allergies to medication, list his emergency contacts and so on, all before he could be admitted to see a physician. By the time he did actually see a doctor, he was in so much pain his screams echoed through the hospital, and I was in tears.
Even worse, when we got to the operating room, the doctor went through the same list of questions. Fast forward another few hours and my son has now been transferred to a hospital room for two days of observation. With each doctor and nurse on duty, most of the questions asked before are asked again.
Now, if I had my dream app available, we would have clicked a single button to instantly talk to emergency responders, who could access my son’s up-to-date medical and healthcare profile. My phone could be geolocated and an ambulance dispatched, with skilled medical staff available who could relay information about my son’s condition to physicians while en route to the hospital. That information might prompt the hospital to make an emergency room available and prep the surgical team for an immediate operation–with the entire procedure being completed in a few hours, and questions restricted to immediate medical issues.
Admittedly, this is expecting a lot from one app: Uber doesn’t especially care about what happens to you once you reach your destination, after all. Is it too much to expect our healthcare providers to focus on providing a seamless experience for their users? The ordeal I suffered with my son recently was made worse because the hospital hadn’t done enough to ensure that I wasn’t frustrated as I progressed through the system, and to link its various points of contact… it lacked an omnichannel customer experience.
This seamless experience in healthcare is what each one of us should expect and healthcare providers should aspire to deliver. We take for granted that when we use Uber, we are going to get a reliable and safe journey that will get us to where we want to be. In the future, healthcare providers that don’t deliver the best possible experience to their customers are going to find themselves left behind by those providers who do.